Introduction
If you are running an online business or planning to start one, you are likely to have heard of Pay-Per-Click (PPC) advertising. Although there are many PPC advertising platforms available, Google Ads and Bing Ads are two of the most popular ones. In this blog post, we compare Google Ads and Bing Ads to help you make an informed decision when choosing a PPC advertising platform for your business.
Google Ads
Google Ads is the most widely used PPC advertising platform, with over 3.5 billion searches per day. Google Ads offers different types of ads, including Search Network ads, Display Network ads, and Video ads. With Google Ads, you can target your ads based on keywords, location, demographics, and interests.
Pros of Google Ads
- Wide reach: Google Ads has the largest market share among search engines, reaching over 90% of internet users worldwide.
- Highly targeted: With Google Ads, you can target your ads based on keywords, location, demographics, and interests, making it easy to reach your target audience.
- Advanced reporting: Google Ads offers advanced reporting tools that allow you to track the performance of your campaigns and adjust them accordingly.
- Better Ad formats: Google Ads offers a wider range of ad formats, including Shopping ads, which can be helpful if you have an e-commerce business.
Cons of Google Ads
- Higher Cost: As the industry leader, Google Ads is also the most expensive platform, with the average cost per click (CPC) ranging from $1 to $2.
- Competitive: Due to its popularity, Google Ads is highly competitive, making it harder for small businesses to compete with larger corporations.
Bing Ads
Bing Ads is Microsoft's PPC advertising platform, which serves ads on the Bing search engine as well as Yahoo and AOL. Bing Ads offers Search Network ads, and Display Network ads. With Bing Ads, you can target your ads based on keywords, location, device type, and time of day.
Pros of Bing Ads
- Cheaper: Bing Ads is generally cheaper than Google Ads, with an average CPC ranging from $0.50 to $1.
- Targeted: Bing Ads offers a range of targeting options, including device type, time of day, and location.
- Less competition: Bing Ads has less competition compared to Google Ads, making it an attractive option for smaller businesses.
- Bing Network audience: With Bing Ads, you can potentially reach the Bing Network audience, including users on Yahoo and AOL search engines.
Cons of Bing Ads
- Smaller Reach: Bing Ads has a smaller market share compared to Google Ads, with around 5% of the global search engine market.
- Limited Ad formats: Bing Ads offers a limited range of ad formats compared to Google Ads.
- Limited Reporting: Bing Ads offers limited reporting tools, making it harder to track the performance of your campaigns.
Conclusion
Both Google Ads and Bing Ads have their pros and cons. Google Ads offers a wider reach and more advanced reporting tools, but at a higher cost. In contrast, Bing Ads is cheaper, less competitive, and offers a range of targeting options, but with limited ad formats and smaller reach. Ultimately, the choice of platform depends on your business needs, budget, and target audience.
We hope this comparison has provided you with useful insights to help you choose the best PPC advertising platform for your business.
References
- Google Ads. (n.d.). Google Ads Facts and Figures. https://ads.google.com/home/resources/google-ads-facts/
- Bing Ads. (n.d.). Bing Ads Overview. https://about.ads.microsoft.com/en-us/h/a/bing-ads
- Sheikh, S. (2022, January 20). Google Ads vs Bing Ads: Which Is Better for PPC Advertising? Business 2 Community. https://www.business2community.com/ppc/google-ads-vs-bing-ads-which-is-better-for-ppc-advertising-02500128