When It comes to publishing a digital ad on the PPC model, it’s impossible not to about Bing Ads and Google Ads. They both are the giants in the digital advertising world. Both of them provides PPC advertising to business so they can increase their revenue reach a specific audience and drive traffic. When deciding which one to choose, it is important to consider the PPC cost, targeting, reach, and other important criteria for better results. To help you with this, we will be discussing Bing Ads and Google Ads: differences & similarities. Both the advertising agencies have some differences as well as similarities. That makes them similar as well as different from each other.
Bing Ads which is formally known as Microsoft Advertising is an advertising agency owned by Microsoft. Bing Ads provides Pay per click advertising on Bing as well as Yahoo search engine. However, Bing has a lesser audience than Google so users get a limited audience to reach.
Google is the biggest name if we talk about the search engine. The maximum number of internet users use the Google search engine to search for anything over the internet. Similar to Microsoft, Google also has an online advertising platform called Google Ads which is formally known as Google Adwords.
How Bing Ads and Google Ads are different?
As discussed earlier, Bing Ads is owned by Mircosoft while also has Yahoo and AOL search engine under their umbrella as it also owns them. So if you choose to advertise any of these search engines then your Ads will appear on all three search engines along with their partner sites.
On the other side, Google Ads offers two different advertising networks which are Search Network and the Display Network. The Search Network posts all the text ads in SERP (Search Engine Result Page) and the Display network consists of display ads. Display networks advertise the display ads on several different websites across the internet. Display ads are more graphics-based ads than text-driven style ads displays on the search engine.
How Bing Ads and Google Ads are similar?
Bing Ads and Google Ads both works on the same concept as both of them offer users to post PPC ads on their platform. That helps them to achieve their short-term business goals.
Ads of both platforms have similar appearances within the SERP. URL of the ads appears beneath the ad with meta description displays below that. Placement and length of title tag headline and meta description are almost the same of both digital advertising platforms.
AD CTR(Click through rate): Bing Ads vs Google Ads
Bing Ads tend to have higher CTR than Google Ads for shopping and financial services because Yahoo and MSN provide financial reporting resources. That’s why they reach a highly interested audience that has higher engagement as well as the CTR.
Since Google has an audience reach of more than 90% of search traffic, the stats of this advertising platform remains higher than the Bing Ads. But it doesn’t mean Bing Ads doesn’t have anything to offer. It offers a good opportunity in terms of the audience that uses the Bing search engine and that’s not a small number of users.
Reach: Bing Ads vs Google Ads
Everyone knows, Google dominates the search engine market as it has more than 90% of the worldwide search engine share. While Bing has only 4-5% market share combined with yahoo. Although 4-5% is not a small number because ads on bing reach 63 million users and that’s a large amount of traffic you are missing if you are using only Google Ads.
So using Bing Ads along with Google Ads can help a business to reach a more potential and engaged audience. It will allow you to reach a wider and specific demographic than if you are just using Google Ads to reach the audience.
Targeting Capabilities: Bing Ads vs Google Ads
Bing allows users to target an audience based on the type of device and operating system of users. Users can assign different campaigns and timezones also. If a user wants to reach only mobile users, Bing offers them an option to not display their campaign on desktop.
On the other side, Google Ads offers users to target audiences based on their affinity, demographics, remarketing, and more. Bing Ads targeting capabilities are more comprehensive if we compare it with Google Ads.
Cost: Bing Ads vs Google Ads
Bing Ads is more affordable than Google Ads. Due to less competition on Bing Ads, it costs cheaper then than Google Ads and offers more for the spent money. However, Price fluctuates by the industry on both the platform.
Cost per click (CPC) on average Bing Ad generally less than the cost of Google Ads. If a brand looking to target extremely high CPC keywords on Google Ads, they can also use Bing Ads along with Google Ads. That offers lower CPC keywords and costs less than the Google Ads.
In this article, we discussed the Bing Ads and Google Ads: differences & similarities of both the digital advertising platforms. Bing Ads is a perfect option for those who are willing to fill the gap in their reach of PPC strategy. Bing Ads can help a business or brand to expand its market reach into new territories. Google has more audience than other search engines that is capable to reach more potential audiences than Bing Ads. We recommend you to use both the advertising platforms to more audiences that might be an effective strategy to achieve your business target and goals.
Als0, Read 7 Common PPC Mistakes That Are Costing You