When planning a PPC marketing campaign, it’s important to understand all of your potential platforms for ad placement. Many companies focus exclusively on maximizing their Google AdWords campaigns, but Bing is a search engine that runs its own powerful advertising platform. This comparison of AdWords and Bing Ads will help you decide whether your business should expand from the familiar Google platform.
Why Use Bing Ads?
There are three major areas that Bing Ads outperforms AdWords: there is less competition on Bing, it’s easier to target an older demographic and it’s often significantly cheaper.
On AdWords, you may be competing with thousands of marketers for popular keywords. When your cost-per-click dollar amount passes a certain threshold, it’s nearly impossible to maintain a profitable return on investment. If you’re competing for popular and general keywords like “plumbing”, “restaurant” or other local search terms, Bing Ads will provide a much clearer path to the top of the results page.
In general, Bing’s user base is significantly older than Google’s. If your company targets people above the age of 40, Bing Ads can showcase your company to a greater percentage of potential customers. Best of all, Bing’s demographic filtering is more robust than what’s possible with Google’s platform; Bing Ads allow you to target your ads to specific groups with a finer level of control.
Aside from these major advantages, Bing Ads are generally more user-friendly. Experts may notice little difference, but small business owners handling their own marketing campaigns will rejoice at the straightforwardness of Bing’s ad platform. Campaign management feels more organic here than it does on AdWords.
Why Use AdWords?
Despite the underrated power of Bing Ads, Google AdWords is the industry standard for a reason. If your business has a large budget, is marketing in a very specific niche, has a young audience or needs direct access to the many other Google marketing applications, then AdWords is an easy choice.
First of all, Google presents your business with the greatest opportunity to get its ads in front of people. With a large enough budget, AdWords is a fair choice for competing at popular keywords — especially in impression-based campaigns.
If your business occupies a very specific niche, AdWords will provide the best of all worlds. Your PPC ads will be affordable and effective, and your chances of reaching the top of the results page will always be high. Most importantly, the top of the Google search results page is the place that every business should hope to appear.
Millennials adore Google and are unlikely to utilize Bing for any reason. If your company targets that younger age group, AdWords is the more sensible platform. Google’s suite of marketing applications also provides a level of insight that Bing falls short on; for example, managers have more options for adjusting their campaign’s reach and targeted locations. Direct input into Google Analytics is also a determining factor for website owners and ecommerce vendors.
Though Google AdWords is the most popular advertising platform on the internet, Bing Ads also brings a lot to the table. An ideal marketing campaign may include ads on both platforms, but these tips should give you a clearer sense of each platform’s strengths and weaknesses.