Google vs Bing Ads - Which Should You Use?

Google Vs. Bing Ads – Which Should You Use?

In this article: Google vs Bing stats and facts, real-life case study and handy infographic for business owners/advertisers.
Whilst we are a Google Premier Partner, we believe in being impartial and delivering bespoke services to our clients. That involves looking at a number of different avenues for getting their products/services in front of customers when they’re searching for them. A number of our clients use Bing Ads to reach a wider audience.
Our Broadplace Account Managers are familiar with both and the benefits/pitfalls of each. This in-depth working knowledge means we’re in a better position to be able to advise customers on their best approach. Across our entire Bing portfolio the average CTR was 3.1% in May 2016.
So what has Bing got going on that is making more advertisers choose it in addition to (or even instead of) Google AdWords? Overall, Bing Ads have less competition and lower CPCs. You could also be looking at a higher ad position for a lower cost. Sounds good, right? Well, read on for the pros and cons of each.
Ads are a lot more subtle on the Bing Search Engine Results Page (SERP)
Google vs Bing Ads - Visual

Some Bing Fast Facts:

  • You can do tablet bid modifiers – from -20% to +300%
  • You can bid up on demographic, unlike Google AdWords (which only offer this on display adverts).
  • It is well known that Bing has a slightly older demographic using it on a daily basis. So if you’re aiming for this audience, you can target them harder and faster with Bing Ads.
  • Bing’s share of the search market is actually growing faster than Google’s.
    • In fact, Bing’s market share rose by 0.2% while Google’s dropped by 0.2% (April 2016)
  • In the US, more than 20% of desktop searches use Bing.
  • Millions of Windows 10 users search on Bing through Cortana (25% of its searches are voice search).
  • Bing is mainly used in the US (85% are based in the US)
  • Bing users are generally more blue collar than white collar.
  • Bing searchers are for the most part, 35+ in age.
  • Bing searchers are more likely to have children, based on their age.


Google vs Bing Infographic

Google vs Bing

Cross-Channel Case Study

One of our own clients, the charity Compassion UK, has enjoyed great success from using a number of different routes to audiences.
According to research, non-profits are experiencing a decrease in email marketing success – one of their main marketing/revenue channels. In 2015, the conversion rate dropped by 11.1% to a very low 0.4%. source
Whilst Compassion UK spend just 1/8th of their budget on Bing versus Google, they are able to reach more of their target market. This May they implemented their first TV advert campaign.
We worked with the charity to ensure that they were getting the most for their AdSpend – We set up brand ad campaigns for them on Bing and made bid adjustments for certain times after their TV spots had been aired (between 8-10pm, allowing for +1hr channels). Click Through Rate was 4.8% overall during this period on their Bing Ads, well above average.
This multi-channel effort has achieved great conversions for the charity.
Google vs Bing

Our Conclusion

My advice is that it’s probably better to start off your online advertising campaign with Google – it’ll be quicker and easier to optimise. Once your campaigns are settled and working, it’s easy to import a campaign to Bing, tweak to perfection, monitor results and adjust accordingly.
If you’d like to know more about how we can help you to reach wider audiences and enjoy better clickthrough rates, give us a call on 020 3813 9576.

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