Bing vs. Google Ads: Where to Spend Your Advertising Budget?

By on February 20, 2020

Deciding where to spend your advertising budget is an important and difficult business decision to make. While you may feel confident about the specific avenues that your spending should be allocated, knowing what to do once you go down said avenues, can become additionally challenging and nuanced.

Most companies, yours included, are likely spending a certain percentage of your budget towards online advertising. Online advertising can span across many different markets and platforms from Facebook to LinkedIn and many other social channels to search engines like Google and Bing.

Most marketers know that Google generally holds the industry standard and is the go-to search engine platform for most consumers that are browsing the Internet. Based on this common knowledge, one might assume that the expected search engine to spend your budget on would be Google. While there are definitely benefits to hosting your ads on Google, you shouldn’t necessarily write off other search engines before conducting the necessary research Download iPhone App Store data.

(Please note that Google Ads was previously known as Google AdWords and Bing Ads is now known as Microsoft Advertising).

There are a few main differences that should be noted between the two advertising platforms that should help you narrow down which platform will work best for business needs. These differences are reach – how big of an audience the platform can reach, demographics – or who you are trying to target, targeting – the specific metrics that you are trying to target with your ad campaign, cost  and cost-per-click (CPC) – how much each customer click to your site or product costs, and often times, most importantly conversion rate – or how often your ad campaign results in a sale or new customer.

Platform Metric Breakdowns

Now that we’ve outlined a few of the metrics you should be measuring when comparing tools, let’s breakdown the differences between each of these metrics on the different platforms.

Reach: Google Ads wins on this front with a larger audience reach than Bing. While Google’s reach is larger than Bing, it doesn’t automatically mean that you should default to Google Ads as your chosen platform e알리미 다운로드. While Google Ads has a greater overall reach – Bing Ads has a considerable reach to specifically desktop users. One of the reasons for this is that more of Google’s users conduct search queries from mobile devices. As a result, if your target audience is more likely to conduct a search on a desktop, it may be more beneficial to use Bing Ads. This can be specifically advantageous for businesses that are targeting other small businesses or businesses that are focused solely on B2B sales.

Demographics: There is considerable crossover between reach and demographics, the reason for this is that the reach of a platform is going to be influenced by the demographic you are targeting. The main user demographic for Bing’s search engine are married adults between the ages of thirty-five to forty-three with an income of $100k or higher. If this is your target demographic, then Bing may be the ad platform you should pursue. While Bing already appeals to a certain demographic, both platforms allow to users set specific demographic filters to ads Mx master. This sets up your ads so that they only appear to a specific target audience. Google Ads demographic options are relatively newer compared to Bing, being added to the tool within the last few years. If you want all search engine users to see your ads but said users fall within the Bing user demographics mentioned above, then it is likely best to choose Bing as your ad platform. On the other hand, if your marketing team is okay with only certain users seeing your ads then either platform is comparable.

Targeting: Targeting refers to a variety of different metrics that each platform is able to target. As mentioned in the above section, demographics such as age, gender, and income are all audience demographics that can be added to your campaigns. Google Ads breaks their targeting options into two separate categories, content targeting and audience targeting. Audience targeting through Google Ads consists of demographics, affinity, in-market, custom intent, similar audiences, and remarketing. For content targeting your options consist of topic, placement, keywords, and display expansion for search 큐베이스 크랙.

Bing on the other hand, doesn’t provide sections for their targeting options. These targeting options are, in-market, LinkedIn profile, custom audiences, keywords, location, day of the week, time of day, gender, age, device, remarketing.

While Bing’s LinkedIn profile targeting option is a feature that Google does not offer, overall, these targeting features are more comprehensive on Google’s platform, making it the preferred tool for this specific metric.

Keyword targeting is another aspect that should be taken into consideration. While looking at the keywords that your competitors are targeting will require some cost analysis to determine whether or not it is worth purchasing ad space, it can be an important advertising strategy to stick out amongst your competitors.

For example, the keyword “credit reporting” returns ads for the main credit reporting tools. While there are ads for four different credit reporting tools, there are a number of companies who would benefit by buying into this ad space. One of the competitors that should consider buying ad space for the keyword “credit reporting” is Intuit Turbo Download Mr. Shen Shine Episode 1. One reason for this is due to the fact that Intuit Turbo is a major corporation that likely has a large ad spend. Additionally, as you can see below, they aren’t ranking on the first page of Google for the search query “credit reporting” so it would be especially beneficial for them to hold space on the first page of Google for this keyword while they build out their organic rankings for this term, so that they maintain brand recognition and traffic to their site for this keyword. By bidding on competitor keywords or similar products, Turbo can steal traffic and brand recognition without needing to build out a quality SEO page over time.

Cost & Cost-Per-Click: Cost and Cost-Per-Click are important factors to consider when deciding whether to spend your advertising dollars with Google or Bing. With Bing Ads being about 20-35% cheaper than Google Ads, you might consider Bing Ads the way to go. However, keep in mind that because you spend less it might mean that you’ll also earn less, and vice versa.

Looking at cost-per-click is another way to help you decide which platform is the best fit for you. Cost-per-click can be described as the amount a company pays when someone clicks on their ad versus when they purchase something on your site Download War of the Bells. So, what is the average cost-per-click on Google versus Bing?

                Google Ads average CPC: $1 – $2

                Bing Ads average CPC: $1.54

If you are a smaller company with a smaller ad budget, Bing Ads might seem like a better fit. Take into consideration your ad performance. If your ads aren’t performing well, you’re essentially wasting money advertising on a platform that doesn’t yield results, even though you were “saving money” by using that platform to advertise on. Analyzing your ads performance on each site can help you make a clear decision on which site you perform better on.

Price shouldn’t be the sole factor you consider when choosing which platform to advertise on. A better way to decide where to spend your money would be to look at the rate of return you’re getting from each site. Which site uses your dollars more efficiently? This can be analyzed through a bit of trial and error to see which tool works best for your company.

CPC is going to matter most depending on what your advertising strategy is 헨리의 책. For example, one of the industry best practices is to bid on branded keywords since often times competitors will bid on branded keywords to steal your company’s clicks. As a result, you may want to conduct a search query for your brand name on both Google and Bing to see if your competitors are buying ad space for your brand keyword. If your competitors are trying to steal clicks on either platform, this may influence which platform you choose to bid on your branded keywords. The example below shows the brand, Shareables for Hire bidding for branded keywords on both Google and Bing.

Conversion Rate: In addition to cost, conversion rate is one of the most closely analyzed metrics when deciding on which ad platform to use. While you can look at approximate conversion rates for each platform, it will be difficult to determine exactly what your businesses conversion rates will be without conducting some testing Download Hmm2.

The conversion rate for Google Ads is roughly 3.75%

The conversion rate for Bing Ads is around 2.94%

At first glance, both of these conversion rates might seem low. However, when taking into consideration how many other advertisements are using the network, these numbers are quite high when running ad campaigns.

“People can easily understand why Google Ads convert at a higher rate than Bings Ads. Google has a lot to offer when running Google Ads, given that its search share is much larger than Bing. However, if the right traffic is targeted, a Bing Ad campaign could end up converting more sales without costing as much as running Google ads” says Katie Gorman the Director of Marketing at Eventsured.

Many marketers have an easier time competing for the more targeted audiences at a lower cost when running Bing Ads due to less competition. This results in a higher ROI for the brand. When first beginning to run ad campaigns, everything should be taken into consideration. Brands should not put all of their eggs in one basket but rather should diversify the way they choose to run campaigns 유희왕 apk. After setting up an initial campaign with lots of diversification, businesses can decide which strategies are working and narrow down the campaigns from there. Conversion rates will be one of the most important metrics to take into consideration when narrowing down your ad spend.

For example, when running a large ad campaign, for a specific search query, it might be wise to put a larger percentage towards Bings Ads, which converts closely behind Google. Which will end up saving brands more money when running a combination of both Google and Bing Ads.

Closing Thoughts

While generally speaking, Google is considered the better ad platform to go with, it’s definitely important to consider your individualized business needs and objectives. If you have some flexibility with your budget, you may want to even consider running some A/B tests to decide which platform will provide your business with better results. If you can’t afford to run A/B tests, then at the very least you should spend time doing considerable research. Overall, the important questions to ask yourself when deciding which platform to choose is, what does your budget look like, who is your audience and what kinds of products or services you are trying to promote Download the movie Clean.

About Samantha Rupp

Samantha Rupp holds a Bachelor of Science in Business Administration and is a contributing editor for She lives in San Diego, California and enjoys spending time on the beach, reading up on current industry trends, and traveling.

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