Google Ads vs Bing Ads
When it comes to advertising on search engines, Google and Bing are two of the most popular platforms to choose from. Although Google Ads has been the dominant force in search engine advertising for years, Bing Ads has been gaining traction recently. In this blog post, we will provide a factual comparison between the two platforms based on important factors to consider.
Reach and Traffic
No doubt, Google is the most visited website in the world, and according to Statista, it holds around 92% of the search engine market share1 and processes over 5.5 billion searches per day[2]. On the other hand, Bing Ads still has a long way to go with only around 3% of the search engine market share1 and approximately 116 million monthly searches in the US alone3. That being said, Bing Ads can still be a viable option for advertisers looking to target specific demographics or industries.
Cost Per Click (CPC)
According to a study by WordStream, the average CPC for Google Ads across all industries is $2.69. In comparison, the average CPC for Bing Ads is slightly lower, at $2.144. These numbers may vary depending on the industry and the competitiveness of the keywords being targeted, but in general, Bing Ads could be a more cost-effective option for advertisers on a budget.
Demographics
When it comes to demographics, Google Ads might have a broader reach, but Bing Ads caters to a specific demographic - the older audience. Bing's demographic skews towards middle-aged and older people, while Google's user base caters more to the younger age groups. If you're targeting users aged 35 and above, Bing's user demographics might be beneficial5.
Ad Formats
Both platforms offer a variety of ad formats like text ads, display ads, shopping ads, and video ads. However, Google Ads has an upper hand when it comes to ad formats. Google offers a wider range of ad formats and targeting options than Bing. Bing, on the other hand, offers a limited set of ad formats and targeting options.
Conclusion
In conclusion, both Google Ads and Bing Ads offer benefits and drawbacks, ultimately depending on an advertiser's goals and budget. For those looking for more reach, targeting younger demographics and have a more significant budget, Google Ads may be the better option. For those interested in cost-effectiveness, targeting older demographics, and a smaller budget, Bing Ads may be the way to go.