In the world of digital advertising, two big names that come to mind are Bing Ads and Google Ads. Both platforms offer various advertising options for businesses to reach their target audience, but choosing the right platform for your business can be a daunting task. In this article, we will compare Bing Ads and Google Ads to help you make an informed decision.
Google Ads has a larger reach and market share compared to Bing Ads. Google is the most used search engine globally with over 90% of the search engine market share. On the other hand, Bing has only about 3% of the search engine market share. Google’s dominance also extends to its display network, which reaches over 2 million websites and mobile apps worldwide. Bing’s display network, however, only reaches around 30% of Google’s network.
When it comes to cost, Bing Ads is usually cheaper than Google Ads. According to the experts in Microsoft Ads at PPC Geeks, Bing Ads’ cost per click (CPC) is typically lower than Google Ads, which can save businesses a significant amount of money on advertising costs.
Both Bing Ads and Google Ads offer various targeting options to reach a specific audience. Google Ads’ targeting options include demographic targeting, geographic targeting, keyword targeting, and device targeting, among others. Bing Ads’ targeting options are similar to Google Ads, but they also offer LinkedIn targeting, which allows businesses to target their ads to specific LinkedIn users based on job title, company, and industry.
Both platforms offer various ad formats to choose from, including text ads, display ads, and video ads. However, Google Ads has more ad formats to choose from, including shopping ads, app promotion ads, and call-only ads. Bing Ads also offers shopping ads, but they do not offer app promotion ads or call-only ads.
Both platforms have strict guidelines for ad quality, and both platforms use an ad quality score to rank ads in the search results. The ad quality score takes into account factors such as ad relevance, landing page experience, and expected click-through rate. However, Google Ads’ ad quality score is more complex and takes into account additional factors, such as ad format and user device.
In terms of performance, Google Ads generally outperforms Bing Ads, primarily because of its larger reach and market share. However, Bing Ads’ audience is typically more targeted, which can lead to higher conversion rates and lower advertising costs.
Both platforms have user-friendly interfaces that allow businesses to create and manage their ad campaigns easily. However, Google Ads’ interface is generally considered to be more intuitive and easier to use than Bing Ads. Additionally, Google Ads’ support resources, such as their help centre and community forum, are more extensive than Bing Ads.
Ultimately, the decision between Bing Ads and Google Ads depends on your business’s advertising goals and budget. If you have a limited budget and want to target a more specific audience, Bing Ads may be the better choice. However, if you want to reach a broader audience and have access to more advanced targeting options and ad formats, Google Ads may be the better choice. It’s also worth considering using both platforms to maximise your reach and advertising performance.