You’ve probably already heard a lot about pay-per-click advertising and how it can help you improve your online visibility while driving tons of traffic to your website.
So it makes sense that when your business is on the brink of growth, the time is right to get involved with paid search advertising and take targeting your customers to the next level.
The first thing that comes to mind when considering PPC is Google AdWords. As the largest player in the paid advertising market, it is no surprise that Google AdWords is the largest and most popular PPC advertising channel in the world.
However, we recommend that you don’t rush into investing in AdWords without thinking beforehand. Just because it is the preferred advertising platform around the world does not mean that it is also the best option for your business. You may want to try other platforms, notably Bing Ads, which surely has a smaller market share, but can serve the same purpose as AdWords at lower costs, especially if you are on a budget.
This brings us directly to the comparison between Google AdWords and Bing Ads as advertising platforms.
The Prelude: The Two Biggest Giants in Search Advertising
As a business owner or consumer, you are probably more familiar with Google AdWords than with Bing Ads. There is no denying the fact that AdWords remains the preferred choice among internet advertisers and businesses to provide access to a broader audience of potential consumers and deliver an excellent return on investment.
But, before debunking Bing Ads as a viable advertising channel, it’s worth knowing the key differences between the two platforms that make one better than the other. Let’s distinguish both platforms using key performance metrics, which will help you make a conscious decision for your advertising project.
Cost per click and ad position
It turns out that the lack of competition and low popularity of Bing Ads gives advertisers a competitive advantage over AdWords. Bing Ads’ smaller advertiser base creates a better chance for your ad to show up in higher positions, making the platform a lucrative option for budget-conscious advertisers.
Remember, though, that AdWords still has higher search volume and more leads who click on your ads.
Conversion and click-through rate (CTR)
CTR is a metric that determines ad ranking and cost per click. The higher your CTR, the better your ranking and the less you pay. Studies have found that advertisers are more likely to get lower costs per conversion or lower leads on Bing than on AdWords.
Interface and management
Another significant factor particularly important for PPC beginners is the interface. When it comes to setting up and managing ad campaigns, Google AdWords still outperforms Bing with a wide range of ad extensions and features that make targeting, setup, and optimization easy.
When it comes to search volume and audience size, Google simply dominates Bing ads. Google is more powerful and has a wider reach and therefore attracts more traffic.
However, it is important to note that not all markets are created equal. Google may have a larger market share, but there are some markets where Bing can offer advertisers better opportunities to increase traffic, conversions, and sales. So it depends on the advertiser’s target audience whether AdWords or Bing would be a better channel to drive traffic to your website.
So who wins the battle?
While there is no question that Bing Ads is still a loser for Google AdWords, we cannot overlook the fact that Bing’s market share is constantly increasing and the platform is making progress in areas where AdWords struggles.
Both ad platforms focus on effective customer targeting, but depending on your industry, budget, competition, demographics, and specific goals, one platform may work better for your business than the other.
We recommend that you allocate part of your advertising budget to Bing Ads marketing or vice versa and see which platform works best for you.
In addition, you can invest in professional PPC advertising services to ensure the success of your Internet advertising business. A professional service provider can help you generate the maximum return on investment by running PPC advertising campaigns that are tailored to your specific advertising goals. You can work with a dedicated team that works closely with you to understand your industry, needs, and market, also advise you on which advertising platform will benefit your business the most, and how you can start PPC advertising from scratch.