What does first come to your mind when I say “PPC”? If you thought of “Google Ads”, then you are not alone!
For most marketers, PPC is equitable to Google ads.
Well, it has been reported that 1.17 billion people in the world use Google.
So for many marketers, it makes more sense to focus the company’s marketing efforts on this platform.
But is that true for all? Maybe not. Many businesses are just running behind google ads because everyone is doing that.
This is a huge mistake. Especially for small and medium businesses who are ignoring bing ads completely.
*So let me start by sharing some latest statistics:
*Bing caters to 22.8% of all search queries in the United States.
*133 million unique searches accounted on bing network
*5 million monthly searches reported on bing network
*Bing accounts 34% share of the US desktop search market.
Most important, bing’s market share is increasing faster than Google. It’s probably due to the growth of Windows 10.
Clearly, Bing Advertising is very powerful.
Well, ignoring the bing ads platform means ignoring millions of customers.
This also means that the reality of bing ads is not what most people imagine.
That’s what we are going to discuss in this blog: Bing ads vs Google ads.
But wait a minute.
I am not here to simply enlist some key differences.
My objective is bigger that might help you in making the right decision.
So what am I going to discuss? Here’s a glimpse of it:
1 Bing ads vs Google Ads: Which platform which has a wider reach?
2 Bing ads vs Google Ads: Which platform is expensive out of two?
3 Bing ads vs Google Ads: Which platform has more targeting capabilities
4 Bing ads vs Google Ads: Which platform has high conversions and revenue?
5 Bing ads vs Google Ads: Performance benchmarkers in different verticals.
As I said, this is just a glimpse. I have combined recent data and experts insights.
The goal is to help you pick the right platform based on your needs.
So let’s quickly start with some basic tidbits of information.
Google Ads is a powerful platform is comprised of two popular advertising networks: search networks and display networks.
The former category caters to text ads that can run on the search engine results page.
Display network: marketers run display ads that can appear on a number of websites.
Bing which is owned by Microsoft caters to two more search engines: Yahoo and AOL.
The benefit is when you advertise on one of the platforms, your advertisement on all three platforms are displayed.
This opens up your advertisement to users on various partner sites.
Who uses Bing?
It’s important to note understand what kind of audience uses bing.
Data revealed that bing audience is very different from Google audience.
Here are some of the traits that define bing uses clearly:
* Less tech-savvy
* An older age group of users (usually 35+)
* Often have children
* One-third of bing users are college graduates
* One-third of bing users income is greater than $100K
It’s important to understand the user persona before running your PPC campaign.
The user persona of bing audience is very different from that of Google audience.
This influence the kind of ads that can run on both platforms.
Considering the user persona of Bing is very important to decide whether you want to pursue bing ads or not.
For instance: Bing is a good idea for advertisers who are trying to sell the affluent, highly educated, and a bit older set of people (35+ age).
Which Platform Offers a higher Keywords traffic Volume
Google and Bing, both offer a keyword research tool, negative keyword targeting and broad match.
However, the one thing that distinguishes the two is the traffic volume for keywords.
Data reveals that the traffic volume for keywords is comparatively less on bing.
But hey, isn’t it less traffic equals less competition too?
Yes, it is. That’s what I am going to discuss in the next section.
Which Platform Offers a higher CTR
Though accounting for less traffic volume, bing ads tend to have a higher CTRs in some verticals.
The CTR varies from one vertical to another. But the average CTR on bing across all verticals is accounted for 2.83%
In fact, Bing Ads CTR is 50% higher from Google ads. Every vertical note a higher CTR on bing ads.
If you have run a PPC campaign, you would know the desperation to get a high CTR.
In fact, there are few specific services which record an impressive CTR.
Here are a few of them:
* Employment and career-related services show an average of 3.53% CTR.
* Finance and insurance related services record 3.51% CTR.
* Apparel & accessories show 3.33% CTR
* Retail verticals recorded 3.06% of CTR
CPC, cost per click is an important part of PPC.
Also, it is well a known fact that CPC fluctuates from industry to industry.
But compared to Google AdWords, Bing ads CPC is much lower.
In fact, according to one report bing spent only between 20% to 35% of their Ads campaign.
There are many reasons for this:
Compare to Google, Bing PPC has far less advertisement bidding.
Less competition means cheaper clicks.
Result? Advertisers get more for a single dollar.
Indeed, Bing CPC is cheaper than Google ads CPC.
But aren’t you curious to know how much?
The latest ReportGarden states the average CPC on bing ads is $7.99 and $20.08 on Google adwords.
Like CTR, the CPC varies from one vertical to another:
One study conducted by search engine people found that CPC in some verticals is far less when compared with Google.
Smart advertisers take full advantage of this lower CPC on bing network. What’s more?
Unlike Google, Bing also serves ads in the right-hand rail of the SERP. As a result, it gives more space to show ads from advertisers with lower bids.
Low CPC is a bonus when you are running ads on bing network. This is true for even expensive and highly competitive industries.
Where Google takes the lead?
Interestingly for certain verticals, Google offers a lower CPC. Retail is one of that!
Retail advertisers’ average CPC is less on Google when compared to Bing.
An advertiser would pay $1.24 on bing whereas the cost on Google would be less than a dollar.
Note: Lower CPC not equitable to high profit!
It is important to note that the lower CPC not necessarily indicates a profitable situation.
In many cases, the Bing ads CPC is lower and so is the traffic quality.
As a result, advertisers end up paying more for conversion than they do it on Google Adwords]
However, in some cases, its opposite can also be true.
If the right kind of traffic is targeted, Bing PPC can get you more sales at a lesser CPC.
Plus point: As the competition on Bing is lower, the chances of getting the right kind of traffic at a low cost is far more.
The opposite can also be true, though — with the right traffic, Bing PPC can generate more sales at a lower CPC.
Fortunately, since competition is lower on Bing, it’s easier to get the traffic you need at a low cost.
Result? Better ROI.