How do Google Ads compare to Bing Ads?

What Are Bing Ads?

Microsoft Advertising, also known as Bing ads, are pay per click (PPC) adverts that enables you to promote your products and services on the Bing search network, along with partner sites including Yahoo, DuckDuckGo, MSN, Outlook, Xbox, and AOL. 

Bing Ads offers a choice of options:

• Search adverts are displayed on the Bing SERPs, working similar to Google ads. You bid on a keyword and your advert appears when it matches the users keyword search query
• Microsoft Audience Network includes partner websites and apps, helping you reach a wider audience beyond the Bing search engine
• Shopping campaigns are similar to Google Shopping ads, enabling you to showcase your products in search results
• App Install Ads are adverts that promote mobile apps, shown over numerous Microsoft platforms. 

Google Ads Compared to Bing Ads

When you look at it, Google Ads and Bing Ads are similar, they both offer search ads, shopping ads, app ads, and partner advertising, but there are some obviously differences, especially when it comes to demographics, performance statistics, and reporting.

Google is the Search Engine Marketshare Holder

It is important to bear in mind that Google is the most used search engine in the world, accounting for over ninety percent of the search engine market share, while Bing has a market share of around ten percent. Therefore, it is safe to say that Google Ads will reach a larger audience.

Cost Per Click (CPC)

Google Ads tends to be slightly more expensive than Bing Ads. There are considerably more advertisers using Google Ads, meaning higher competition, that increases the auction prices. As a result, Bing Ads offers a higher return on ad spending (ROAS) when compared to Google.

Reach

You can expect to increase your reach when using Google Ads, as it is the largest search engine with a higher market share. Bing ads helps you reach a smaller, yet different audience.

Demographics

Google tends to have a very diverse and global user base, with a number of interests and demographics, where Bing tends to be slightly older, focused on particular niches, including business and technology.

Advertising Networks

When you choose Google Ads you can expect your adverts to appear on the Google Display Network, YouTube, and Google owned platforms. The Global Display Network alone has a reach of ninety percent of global internet users. This means an increase in the number of impressions, helping you reach a wider audience throughout the world.

Conclusion

There is no right or wrong when it comes to choosing between Google Ads or Bing Ads for your PPC campaign, maybe you want to use both. They both provide a host of benefits with Google Ads helping you reach a larger and global audience, while Bing Ads helps you reach a completely different audience, helping to improve brand visibility and return on ad spending. If you need help with your PPC campaign, you can talk to the team at Genie Crawl.