Bing Ads vs. Google Ads: Which Platform is Better in 2022 ?

Bing Ads vs. Google Ads

Every organization with a virtual presence is aware of the cost of on-line advertising. It is clear via way of means of incredible numbers which are developing exponentially. Companies spend greater than $250 billion on virtual advertisements, the maximum outstanding channels being Google and Bing. 

Both are PPC advertisements structures sharing the equal goal: assisting groups make their reach bigger, generate traffic, and ultimately, revenue. However, the functionalities, metrics, concentrated on options, costs, and plenty of different elements vary among Google and Bing.

Bing Ads vs. Google Ads

(AdWords) Google Ads vs. Bing Ads. What’s the difference?

Google Ads, formerly Google AdWords, and Bing Ads, are both pay-per-click (PPC) advertising platforms. Both platforms share the same goal: increase business reach, traffic, and revenue.

These platforms differ in their reach, targeting options, and cost. 

1. Google Ads

Google Ads consists of two ad networks.

  • Search Network – When someone searches for specific keywords and phrases on Google, ads show up in search engine results.
  • Display Network – Users will see ads when they visit more sites than 2,000,000 in the Google Display Network.

2. Bing Ads

Microsoft owns three search engines. 

  • Bing
  • Yahoo
  • AOL

Advertise on Bing Ads for your ads to appear in search results from all three search engines and partner sites.

Major Differences between Bing Ads Vs. Google Ads

  1. Reach : – Online advertising is all about the reach the online presence. It is no secret that Google dominates the search engine market, meaning they have a much larger search volume and larger reach. As of May 2020, Google had 92.06% of the worldwide search engine market share, while Bing and Yahoo only had 4.41% combined. Although reach is significantly lower on Bing, you should not write them off as not worth your investment. Ads on Bing reach 63 million users that are not reached using Google AdWords. That is a large amount of traffic to miss out on by only using Google. Bing also accounts for 30% of all searches in the U.S. and a large number of older, wealthy users while Google tends to have a younger demographic of users. Over 70% of Bing users are older than 35, 33% of users are older than 55, and 38% of those users have an annual household income of more than $100,000. Bing also accounts for 34% of all desktop searches in the U.S. so ignoring Bing as an ad platform means ignoring almost one-third of your potential audience. In addition to increasing your visibility with Bing Ads, you are also able to reach a wider more specific demographic than if you were just using Google AdWords alone. 
  1. Targeting Capabilities: Ad targeting can be as simple as demographics. Audience target has the following options:
  • Demographics
  • Affinity
  • In-market
  • Custom intent
  • Similar audiences
  •  Remarketing 

Content targeted has these options:

  • Topic
  • Placement
  • Keywords
  • Search for Display Extension

Bing ads, on the other side, offer the following targeting options:

  • In-market
  • LinkedIn profile
  • Custom audiences
  • Keywords
  • Localization
  • Day of the Week
  • Time of Day
  • Gender
  • Age
  • Device
  • Remarketing

Bing Ads has more targeting options than Google Ads. Google Ads has an advantage. However, you can target individuals and companies with the LinkedIn Profile Targeting option. This is great for account-based marketing.

Google Ads are more effective than Microsoft Ads when it is targeting Google Ads.

  1. Keyword Targeting : No matter how you advertise on Google Ads or Bing Ads, you will most likely launch a campaign with keyword targeting. View the following keyword match types in Google Ads.
  • Broad match
  • Match Phrase
  • Match exact
  •  Broad-Match Modifier
  •  Negative keywords 

Target keywords with Bing ads.

  • Broad match
  • Match Phrase
  • Match exact
  • Negative keywords

Keyword targeting in Google Ads vs. Bing Ads is very well-known. Bing Ads has almost identical keyword match options. This is the only difference between the two platforms.

It is important to consider the search volume of your keywords. Bing ranks in the top five search engines but its search market share is below 5%. This is a stark contrast with Google’s 76%.

While you may have many keyword targeting options, you won’t have the same search volume if your keywords are not searched on Bing. Google has a large search market which gives you more chances to reach your target audience

  1.  Cost per Click (CPC) 

When comparing rates, you should also look into the average cost per click (CPC), for Google Ads and Bing Ads. It is the cost you pay for each click on your ad.

Bing Ads cost an average of $1.54 per click. Google Ads costs $1.54 to $2.

You should track the performance of your business and test out other advertising platforms such as Google and Bing.

  1. Click through rate

Your Click Through Rate (CTR is a percentage how many people click on your ads) is an important factor when evaluating the performance of your ads. 

Average Bing Ads CTR for Bing Ads is 2.83%.

  1. Conversion rate 

Online advertising cannot be complete without considering the conversion rate. How does Google Ads compare to Bing Ads?

Google Ads boasts a remarkable conversion rate. This is especially true considering how many advertisers use the network.

Although Bing Ads converts at a lower rate than Google Ads it is still an average.

Why Does APOTAC Use the Ads Campaign ?

  1. Save you money
  2. Flexible and open to hearing ideas
  3. ROI and results-driven
  4. Proven expertise within the industry – Google AdWords, Google Analytics Certified partners, DoubleClick for Advertisers (DFA) Certification, and Bing Ads Accredited Professional
  5. In-depth technical knowledge – Using Google API, Adobe Media Optimizer

The consistent flow of PPC management, optimization and analytics is how we grow businesses… one click-at-a-time .

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