Bing Ads vs. Google Ads: Which One is Right for You?
When it comes to digital advertising, Bing and Google are the immediate standouts in the industry. Known as industry giants for good reason, each presents its unique features and benefits as well as offering a multitude of advertising options for businesses.
At their core, Bing Ads and Google Ads serve as search engine advertising platforms, enabling businesses to showcase their ads to users who are actively searching for relevant keywords. Google Ads leads the pack as the most widely used advertising tool, commanding 81.95% of the market share, compared to Bing's 10.51% based on a recent report by Statista. However, overlooking Bing Ads would be a missed opportunity, considering its several distinct advantages that warrant careful consideration.
In this blog, we’ll look at the differences between Bing Ads and Google Ads, so that you can discover which one is the right platform for your business.
Keyword
Targeting
Keyword targeting is a crucial element of any paid media advertising campaign. Bing Ads and Google Ads both offer the ability to target ads based on keywords, but each have their own distinctive qualities.
Google Ads features a Keyword Planner tool which helps businesses to pinpoint potential keywords and access search volumes for each one. This functionality enables advertisers to craft highly focused campaigns and choose keywords that resonate with users. Additionally, the Keyword Planner provides valuable insights into different keyword variations and some demographic details of users likely to be searching using those keywords.
Bing Ads, however, lacks a Keyword Planner tool for its search ads. But, similar to Google Ads, Bing Ads offers alternative valuable targeting options, including the capability to target users based on device type, time of day, location, and even the specific operating system being used. Additionally, Bing Ads provides the convenience of importing campaigns from Google Ads, enabling businesses to quickly make a transition when necessary without having to start from scratch.
Cost and
Competition
In the realm of costs, Bing Ads is the clear top choice. Generally speaking, the cost per click tends to be lower compared to Google Ads. Some reports indicate that on average, the cost per click on Bing can be up to 33% lower than Google Ads. Additionally, Bing Ads faces less keyword competition, enhancing the visibility and clickability of your ads.
Google Ads, however, offers advanced bidding features and a wider audience reach than Bing Ads. This can be particularly valuable for businesses with larger ad budgets or who are seeking more exposure and higher click-through rates.
Ad Formats
Google Ads holds an advantage over Bing Ads due to its longer tenure in the industry, and especially in the array of ad formats that it offers. Google Ads offers a vast selection of ad formats, including Shopping Ads, Display Ads, Gmail Ads, and Video Ads (which are displayed on various platforms like YouTube and other partner sites), as well as traditional search ads. In 2024, Google announced that they would be expanding their partnership with Disney, paving the way for ads to appear on Disney+ and Hulu, among other Disney properties. These dynamic ad formats allow businesses to take advantage of a wider range of visual media and enhance customer engagement in ways that are not achievable on Bing Ads.
That being said, Bing Ads is rapidly bridging the gap by introducing new ad formats. Recently, Bing Ads introduced Display, Video, and Retail Media ads that feature across multiple Microsoft Properties such as MSN, Microsoft Edge, and Outlook. Bing also offers Connected TV Ads, making it a compelling option for businesses interested in showcasing ads on streaming services like Netflix, and Roku.
Audience
Demographics
In the realm of user demographics, Bing Ads and Google Ads resonate with distinctly different age groups. Recent data highlights Bing Ads' appeal to mid-age ranges, with over 60% of users falling within the 25-34 age bracket and a greater popularity among people over 45 years old. This demographic is often underestimated by advertisers, but their significance in the market should not be overlooked as they are a large, and affluent, group of consumers.
Conversely, Google Ads captures a younger audience demographic. Reports show Google is most popular among the 18-24 age group, positioning it as the best platform for businesses with a focus on targeting younger demographics. Strategically aligning your ad campaigns with the age profiles of users on these platforms can increase the impact and effectiveness of your digital marketing strategies.
Conclusion
When analysing Bing Ads and Google Ads, it's apparent that each platform offers distinctive advantages that make them both valuable advertising channels. Businesses with a focus on an older demographic or limited advertising budgets may find that Bing Ads is a better choice. While those targeting a younger audience or who have substantial advertising budgets can leverage the diverse array of ad formats provided by Google Ads.
Ultimately, the decision lies with individual businesses to meticulously evaluate the unique features and benefits of each platform. By doing so, you can pinpoint the platform which will give the best results for your advertising campaigns. Our recommendation is to utilise both platforms strategically to maximise your performance across various demographics, ensuring visibility regardless of where your customers are searching from.
If you’d like to learn more about Paid Media Advertising, check out our Paid Media Blogs.
