If Google has let you down before, you may have come across another search engine called Bing.
This search engine is powered by Microsoft and strives to surpass Google at every turn. Bing wants to revolutionize digital search and compete with the long-standing power of the industry.
It’s an ambitious goal, but Bing differentiates itself through its Pay Per Click, or PPC, advertising. According to our guidePay Per Click ads are “a form of search engine marketing (SEM) where the advertiser pays for the clicks on an ad.”
Simply put, the advertiser must pay the publisher every time a visitor interacts with the ad. In return, the ad is added to the search engine’s database, which displays the ad whenever the content matches the keyword searched by a visitor.
While Google ads offers popular PPC functionality, Bing’s has some unique advantages that set itself apart from the search engine giant. And, if you are a small to medium business owner, you might be more interested in the PPC benefits of Bing than of Google.
In this article, let’s explain how Bing PPC ads work and how they stack up against Google Ads.
Bing PPC ads work on Microsoft’s three popular search engines: Bing, Yahoo, and AOL. When you use Bing campaigns, your content is shared across all of these platforms at once. With over five billion Monthly searches on the Microsoft network make Bing PPC an outstanding marketing tool for paid advertising campaigns.
In terms of functionality, Bing PPC ads work the same as Google ads. You bid on keywords based on their traffic volume, then your ad is displayed when that keyword is searched, and finally, you pay Bing every time a visitor clicks on your ad. Like Google, your ad copy can be up to 80 characters long and Bing even has support tools that can help your team build a profitable keyword list, so you never waste money on ads that are not displayed.
With Bing, you can also set up targeting filters that determine where and when an ad will be posted. For example, if you want your ad to appear only on mobile devices, you can select the mobile traffic option. Or, if you want the ad to appear only on Yahoo, you can filter it from Bing and AOL. This gives your team more flexibility and maximizes the effectiveness of your PPC campaign.
Bing PPC ads present a timely opportunity for marketing teams. It is less competitive than Google AdWords and its users buy online 36% more than any other search engine. Although Google AdWords remains a very powerful tool, Bing has some advantages that make it attractive to small and medium businesses. So, now that we know how Bing PPC ads work, let’s discuss some of the main differences between Bing PPC and Google AdWords.
Bing Ads vs. Google Ads
Since Google is the biggest search engine, its ads can reach more people and its keywords have higher search volume. Bing Ads can reach an older, more educated, and richer audience, and the search engine tends to have higher CTRs for the financial services industry. Bing’s ads tend to be cheaper than Google’s.
1. Bing Ads offers unique filtering options and social extensions.
While Bing PPC and Google AdWords allow you to filter your ad targeting, Bing’s software has a unique innovation that sets it apart from Google. With Bing, you can set age filters for your Search Network ads, so that only visitors of a certain age group will see them. You can also set up a location filter so that visitors from a certain part of the world see your content. This way, you will ensure that qualified prospects are exposed to your marketing campaigns.
Another key feature in which Bing has an advantage is its social extensions. Social extensions are a line of copy on your ad that tells the visitor how many social media subscribers your business has. On Bing, this feature shows your social follow on Facebook, Twitter and Instagram. Google AdWords, however, can only show you the number of Google+ subscribers.
2. Google has more reach, but Bing’s audience is older and tends to have higher income.
According to Microsoft, Bing accounts for over 34% of the global desktop search engine market. This means that about one in three people will use Bing on another search engine.
And, more importantly, Bing’s PPC ads can reach 60 million users that Google AdWords cannot.
In terms of the largest audience, Google is the absolute favorite. But that doesn’t mean Bing isn’t worth your investment. Bing has over 137 million users who search approximately six billion times per month. These people tend to be older than Google users and have incomes over $ 100,000.
So even though Google has a larger audience, Bing works with users who have substantial purchasing power.
3. Bing users are interested in financial and shopping services. You may therefore see higher conversion rates on Bing depending on your industry.
When tested by Corona blue, Bing PPC had a 34% higher click-through rate than Google ads.
In addition, new research has found that financial and business services have been most successful with Bing PPC. This is mainly attributed to the popular financial reports from MSN and Yahoo, which generate more keywords related to online shopping and business reports.
Bing users also tend to be more engaged with sites after ad clicks. In one industry, Bing ads had a 56% higher conversion rate than Google AdWords. This is because Bing users are generally more interested in e-commerce and are willing to spend money online.
4. Bing Ads often appears higher on the search results page.
Since there are fewer users on Bing, its ads tend to show higher in search results than Google AdWords. In fact, Bing ads appear 35% higher in search results than Google ads.
Bing copies Google’s keyword auction technique, which favors its users because they don’t have to outbid Google’s massive user base. With Bing’s less competitive marketplace, you won’t have to bid so much on keywords to keep your place on the search results page.
5. Bing has a lower cost per click.
With fewer competitors bidding on keywords, you can expect to spend less on your Bing ads. In fact, a company has spent 35% less on Bing ads than on Google AdWords.
In terms of cost per click (CPC), ReportGarden found that the average CPC for Bing was $ 7.99 while that for Google was $ 20.08. Since there is less overall traffic on Bing, CPC is generally cheaper.
This presents an opportunity to get a high ROI if you can capitalize on the right keyword at the right time.
Google Ads vs. Bing Ads: Which One Is Best For Your Business?
If you choose between Google AdWords and Bing PPC, both tools can be invaluable assets for your marketing team.
With Google, you have access to a massive audience with users from many demographic groups and you can be sure that your content will be shown on the world’s favorite search engine.
However, this space is very competitive and you will need to monitor your campaign diligently if you want to see a positive return on your investment. Your marketing team will need a lot of resources and experience to make Google AdWords a reliable source of lead generation.
Bing PPC presents a less risky option for paid advertising campaigns. You still have access to a large audience, but keyword bidding is not as competitive as Google.
The tradeoff here is that Bing traffic is significantly lower than Google’s. So while your ads rank higher and cost less, they may not be seen by as many people. This limitation can discourage large companies with larger marketing budgets.
For more information on PPC ads, read these PPC campaign tips.