Bing Ads vs Google Ads, Choose What You Need

By Danish Yousf Qazi - Last Updated on January 6, 2020
Bing Ads vs Google Ads

All digital marketers are imaginably familiar with Google Ads which is the most commonly used Ad platform for search and display ads across the globe. If you are thinking that there is no good competition to Google, here is what we have for you. You will be amazed to know that Bing Ads also offers a similar search and display marketing related ad placements as Google Ads does. The targeting mechanism, ad placement and keyword structure in Bing Ads are very similar to Google Ads. This governs to one very important question, should you be looking to utilize the relatively underused Bing Ads over Google Ads, stick to Google Ads and the stiff competition, or maybe a mix of both. This question will always bemuse marketers particularly when they are spending money on PPC advertising and are expected to deliver a reasonable return.

Here is a quick comparison between Google Ads and Bing Ads that can help you to solve this dilemma as a marketer or a business owner.

Bing vs Google: What is the difference in web traffic?

The monthly average visits for Google are enormous 60.9 billion while Bing has a considerable 1.3 billion visits. Although the numbers clearly indicate that Google is way ahead but at the same time Bing’s share cannot be ignored.

Bing Ads vs Google Ads: which has more reach?

Google controls 90 % of the global search market while Bing only controls about 3% if combined with Yahoo for this market. The targeting mechanism is the same in both platforms. Google has a big win here for an obvious fact that it’s market share is far more than Bing Ads.

Bing Ads vs Google Ads: Conversion Rate and Cost-Per-Lead (CPL)

With just 1 in 3 searches being performed on Bing, Google wins in the search volume category and its users tend to convert more often. This can differ based on seasonality, industry, and other variables.

Bing Ads vs Google Ads: Average Position and CPC

In looking at several accounts in the home services industry, the average position was about 35% higher in Bing. Your ads may show in better positions on Bing, but at what cost?  We have seen that the cost-per-click or CPC is slightly lower in Bing than Google Ads. Better positioning and a lower cost per click make Bing a little more appealing for the budget-conscious advertiser.

Overall Verdict

You can go ahead with both if you have the resources to do so, combine the power of both platforms to maximize results. Google Ads can deliver high volumes of traffic, while Bing allows you to test new waters at a relatively cheap cost. This gives advertisers the freedom to experiment, find what works, and even discover niched traffic that other advertisers might be unaware of.

Danish Yousf Qazi | Danish is a spirited digital marketing professional who has worked across the Middle East, APAC and Americas. Danish loves to work on new marketing technologies and tools to keep up with the pace of the ever-changing digital world.

Danish Yousf Qazi | Danish is a spirited digital marketing professional who has worked across the Middle East, APAC and Americas. Danish loves to work on new marketing...

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