Bing Ads vs Google AdWords

25th Nov, 2020
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Ruth Chapman
Group Managing Director

google vs bing ads


If you’re advertising on Google, do you need to be on Bing as well? This is just one of the questions you may have as you decide where those advertising dollars are best spent. While Google dominates as the most-used search engine in the world, Bing is becoming an increasingly close second. Here’s why the Vine Digital team believes that it’s best to use both, capitalising on the unique benefits offered by each.

Google needs no introduction for anyone marketing themselves online. With billions of users turning to the search engine for answers to their questions on a daily basis, Google Ads’ main advantage is its traffic volume on keywords.

Microsoft Ads – formerly known as Bing Ads – should not be underestimated as a close second. Bing accounts for 34% of the global market share for search engines. Monthly, you’ll find 5.4 billion searchers on the Bing Network, whose advertisers reach an audience of 63 million who don’t use Google. This is partly because of a diversification in the types of browsers being inbuilt to certain devices, which results in certain audiences.


What’s the Difference Between Google Ads and Bing Ads?

Both Bing and Google Ads have a pay-per-click model. Their goal is the same: to help businesses reach specific users, growing their traffic and building revenue. Each platform has distinct features to achieve this goal.

Google Ads is made up of the Search Network and the Display Network. On the Search Network, businesses create text ads to appear in search engine result pages (SERP). On the Display Network, your display ads are seen across the internet on a range of websites.

Microsoft Ads, formerly known as Bing Ads, is owned by Microsoft, who also owns Yahoo and AOL. When you advertise on Bing, your ad will display on all three search engines. In turn, searchers across all three sites, their partner sites and their owned sites will see your campaign.


The Verdict: Google Ads or Bing Ads?

The short answer? Both! If you’re only advertising on Google Ads, you’re missing out. You’re fighting upstream for that competitive advantage which you could be gaining elsewhere.

A Bing campaign can complement your reach on Google Ads, widening your digital coverage and filling any gaps in your audience.

The audience that you reach on Microsoft Ads is statistically older, more educated and earning upwards of $75,000 annually. What Microsoft Ads lack in volume, it makes up for in other benefits:

  • Your ad can gain higher positioning in results.
  • You have less bidding competition for keywords. Because of this, you get more for your dollar (note that cheaper clicks can mean lower quality leads).
  • Extended access to qualified leads.
  • Higher click through rate (CTR) for shopping and financial services.
  • More freedom to target in detail and on different devices.
  • Transparency about its search partners, metrics, impressions and conversions.

Together, Google and Bing are the two most powerful advertising platforms available. While it’s natural to want to compare the two, why not consider instead how to use both (provided your budget allows)?


How to Use Both

If you’re already on Google Ads, adding Bing to your campaign is easy. Once you’ve created a Bing Ads account, you can directly import your Google Ads campaign with just a few clicks. This means you can get your campaign up and running without having to recreate everything from scratch.

The bottom line is this: get ahead of the curve. Advertise where your competition doesn’t. There’s set to be more Bing users in the future, as Microsoft has just remade its Edge browser, pushing many users on to Bing. To find out what’s right for your business, speak to our team of PPC experts today. As an agency focused on revenue generation, we see in-built benefits in both Google and Microsoft Ads.

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