In terms of online advertising, companies have two important options for PPC (Pay-per-click) marketing: Google Ads and Bing Ads (currently known as Microsoft Advertising). Even though Google Ads is the industry leader, Bing Ads is still relevant for advertisers who wish to target a different group of users. Alongside the core advertising features, this article provides a helpful comparison of Bing Ads vs Google Ads features, cost, audience demographics, reach, and overall effectiveness.
Google Ads and Bing Ads in Detail
Overview of Google Ads
The foremost search engine marketing tool is Google Ads. It lets businesses advertise their product and services on Google Search, YouTube, Google Display Network, and affiliated sites. In digital marketing, Google Ads is one of the most efficient tools. It also supports multiple ad formats: search ads, display ads, video ads, shopping ads, and app ads.
Vital Traits of Google Ads:
A broad coverage span throughout Google Search and affiliated sites
Complex and precise targeting as well as retargeting features
Bidding and processes powered by artificial intelligence
Performance measurement will be handled within Google Analytics
Google Shopping Ads feature for eCommerce companies
High relative intent due to ads being based off searches
Overview Bing Ads (Microsoft Advertising)
Bing Ads referred to as Microsoft Advertising now enables firms to market as an ad sponsor on the search engine Bing, as well as on Yahoo and AOL syndication networks. Although having lesser users than Google, this offers a distinct benefit to selected businesses and audiences.
Bing Ads Important Features:
Integration with Microsoft search engine Bing and Yahoo Europe and AOL sites
Less competition leading to lower cost-per-click (CPC)
Ability to transfer Google Ads accounts for new users
More specific targeting for some demographics
Integration with targeting LinkedIn profiles
More relaxed advertisement policy compared to Google
Market Share and Reach
Google holds over 90% of the world’s search engine usage, and Bing has approximately 3 to 5% depending on the region. However in the US and the UK, Bing usually has a little higher share because of Microsoft’s market share with Windows and Edge.
Google Ads Reaches: A broader audience where billions of searches are done daily around the globe.
Bing Ads Reaches: Millions of searches per day, but mostly targeted at desktop users.
Unlike Google Ads where users are all over the world, Bing Ads caters to a channel-specific need to target those customers who do not use Google frequently.
Audience Demographics
Audience composition is one of the major deciding factors when it comes to using Bing Ads or Google Ads.
Google Ads Audience
Global audience
Younger audience mostly from 18-45 age range.
Above average representation on mobile
Suitable for technologically sophisticated businesses
Bing Ads Audience
Older audience 35+
More desktop users than Google
Possesses higher average household income
Strong presence in business professionals
LinkedIn is already integrated. Great for B2B advertising.
Bing Ads would work more effectively than Google Ads for B2B marketers or for advertisers who are trying to reach older and wealthier audience.
Cost Comparison
With Bing Ads, advertisers are getting a lower cost per click, which is far more beneficial than what they would make with Google Ads. With google ads comes higher competitiveness, hence marketers have to pay more in order to get clicks unlike with Bing Ads where businesses pay less and get more impressions and clicks.
Platform
Average CPC
Google Ads
$1 – $2 per click
Bing Ads
$0.78 – $1.20 per click
Bing Ads has a lower cost per click than Google Ads, but Google ads would fit businesses trying to grow faster because it brings more traffic to the company’s website faster than Bing Ads.
Ad Formats and Features
Both platforms offer similar features, but there are some differences between the two that are important.
Ad Format
Google Ads
Bing Ads
Search Ads
Yes
Yes
Display Ads
Yes
Limited
Shopping Ads
Yes
Yes
Video Ads
Yes (YouTube)
No
App Ads
Yes
No
LinkedIn Targeting
No
Yes
Bing Ads is useful for B2B businesses because it offers LinkedIn targeting, which Google Ads does not provide. However, Google Ads has a better range of options for advertising such as YouTube video ads and app advertising.
Conversion Rates and ROI
Google ads tends to have a higher CTR, but Bing Ads users are often matured and come from well paying jobs which means they are stable in life; therefore, Bing Ads users have a higher conversion rate.
Metric
Google Ads
Bing Ads
Click-Through Rate (CTR)
Higher
Lower
Conversion Rate
Moderate
Higher
Cost-Per-Acquisition (CPA)
Higher
Lower
Bing Ads is a good add-on strategy for advertisers trying to maximize their ROI through PPC marketing without spending too much money.
Targeting and Matching Keywords
Both sets of platforms have broad keywords, phrase keywords, and exact match keywords. However, Bing Ads is more flexible because importing Google Ads campaigns is possible. However, Google Ads is superior at providing keyword suggestions and automation, something made possible using AI.
Geographic Focus
Google Ads allows targeting locations with a higher level of specificity, making them the preferred option for local businesses. Bing Ads does provide decent location targeting, but not as good as Google.
Competitors and Competition Ad Positioning
With less competition on Bing Ads, businesses are able to get top ad positions at lower bids. This is quite different from Google Ads, where appearing in the top selated results is expensive due to high competition.
Which One is Better for Your Business? Choosing between Bing Ads vs Google Ads takes a lot of factors into consideration: Choose Google Ads if: You want the highest possible reach You need access to YouTube, Display Network, or mobile ads Your target audience is younger and more diverse You have a larger budget to compete in a competitive space Choose Bing Ads if: You want lower CPC and CPA Your target audience is older and has higher income levels You focus on B2B and want LinkedIn targeting You want less competition for keywords Conclusion Both Bing Ads and Google Ads have unique advantages and drawbacks. Google Ads is undeniably the leader in online advertising, offering unmatched reach and advanced features. However, Bing Ads provides a cost-effective alternative with a high-quality audience. For best results, businesses should consider running campaigns on both platforms to maximize visibility and optimize ad performance. By understanding the strengths and weaknesses of each, advertisers can create a balanced PPC strategy that aligns with their goals and budget.
