Google Ads vs Bing Ads: Which is better for your Business?

Last updated on September 15th, 2023 at 08:40 am

With companies spending a massive amount on digital advertising every year, the Bing ads vs. Google ads battle continued. Businesses try to choose the best of these two big names. It is a difficult decision, however, to go with the best choice depending on one’s business needs and preferences. The blog aims to analyze the major pros and Cons of Google and Bing ads and help you choose the right advertising platform for your business ads and increase advertising revenue.

When choosing any of these two platforms, there are a lot of factors that you need to consider. Those factors may include the features, performance, differences, and overall benefits of both Google Ads and Bing Ads. So, the blog entails the key points that need to be kept in mind when spending your advertising budget on any of the digital advertisement platforms.

The key differences between Google Ads and Bing Ads

In the Google Ads vs. Bing Ads debate, some differences are critical to be aware of. Here are these.

  • Reach
  • Demographics
  • Targeting
  • Cost
  • Cost per click
  • Click-through rate
  • Conversion Rate

Let’s evaluate each of these factors to understand better where to spend your advertisement budget.

1. Reach

A fundamental component of online advertising is Reach. Your basic idea behind the advertisement is to reach your audience. Reaching the audience means more people can see your product, leading to an increased number of sales for your business. To increase the overall profitability of your business, you need to reach more people.

As we are aware, Google takes the lead when it comes to reach. Access to a broad audience is guaranteed by using the Google Display and search network for your ad display. As Google claimed, google banner ads reach 90% of the online audience worldwide. Whereas, Bing covers less than 5% of the online audience globally.

However, this doesn’t imply using Google ads over Bing ads. Looking at the other side, we come to know that with Bing, We can reach 53 million desktop searchers which you cannot do with Google. This is a unique advantage that Bing offers for reaching the audience.

To infer, however, Google Ads wins if you want the best audience reach.

2. Demographics

Demographics are the features of your audience, which typically include location, earnings, relationship status, and age. Targeting the wrong audience may take your ad budget down the drain. That is why Google Ads and Bing Ads enable you to target a specific type of audience that best fits your advantage. Google and Bing users slightly differ in demographics. However, this may have a great influence on your business.

In most cases, Bing users are between 35-54 years old (40%), are Married (43%), and generally earn a higher income, above $100,000 (33%).

On the other hand, most Google users are usually young people. But, Google encompasses a massive audience, and it would be unfair to associate a limited audience with it. Moreover, a bigger audience size can increase your chances of reaching your audience.

Keeping in mind the Bing ads demographics, Bing is a wise choice for your digital ad campaign if your audience is married, between 35-54 years of age, and earns an income above $100,000. However, companies with audiences apart from these demographics may go with Google Ads.

3. Targeting

Ad targeting is to help you reach your target audience with success. You can use the audience and content targeting in Google Ads.

Audience targeting includes demographics, affinity, in-market, custom intent, similar audiences, and remarketing. In addition, content targeting offers Topic, Placement, Keywords, and Display expansion for search.

In contrast, Bing Ads provides In-market, LinkedIn profiles, Custom audiences, Keywords, Location, Age, Gender, Day, Time, Device, and Remarketing.

Google Ads, however, offer more targeting options than Bing Ads, but Bing does provide an advantage of account-based marketing.

Google Ads wins the battle of Target too, as it provides more targeting options.

4. Cost

Cost is an important factor that cannot be overlooked in the Google vs. Bing debate. Bing ads cost almost 25 to 30 % less than Google Ad costs. However, the results might differ accordingly.

If you spend less with Bing Ads, you might also earn less with a limited audience reach.

If unqualified leads click on your ads that don’t help your business reach its goals of getting more online sales, this might damage your ad campaign.

You should consider the cost of Bing Ads vs. Google Ads. However, don’t rely on the price for making your final decision. Assess the performance and return of both platforms specifically for your business to know about the suitable Ad platform for you.

5. Cost Per Click

CPC or Cost per Click is the ad rate you pay when a user clicks on your ad. CPC rates are different in Google Ads and Bing Ads. The average Google Ads is $1 to $2. In comparison, Bing Ads charges$1.54. for the average CPC.

Bing Ads cost less than Google which might seem alluring for a small budget. However, again, price should not be the final verdict for your ad platform decision.

Better is to think about your ad performance. Acquiring poor results with less ad cost wouldn’t save money. It is rather wasted. This is where you are needed to monitor your ad performance and experiment with both Google and Bing ad platforms.

6. Click-Through Rate

Click-through rate (CTR) is a metric to know how many people have seen your ad and end up clicking on it. This metric from your account statistics helps you estimate how appealing is your ad and how closely it matches your targeting settings.

Bing Ads provides an average of 2.83% CTR, while the average CTR for Google Ads is 1.91% and 0.35% for the Search and the Display Network, respectively.

Bing Ads delivers a considerably higher CTR than Google Ads. However, if you go with using Bing Ads, your ads must be compelling enough to get users to attract through your ads.

7. Conversion Rate

Conversion is counted when a user interacts with your ads by clicking it and then takes an action that gives value to your business, for instance, making an online purchase.

The average conversion rate for Google and Bing Ads is 3.75% and 2.94%, respectively.

The competition is quite tough between Google and Bing conversion rates. You can choose the appropriate platform for your business, depending on the benefits you get from these two platforms.

The Verdict

Based on our analysis of Google versus Bing Ads, we concluded that there is no perfect answer to using either Google Ads or Bing Ads. But, it largely depends on your preferences and budget.

Both of these platforms offer benefits that surely can help your business.

On the one hand, you definitely would not want to miss out on the significant reach that Google offers by going with Bing on first hand. On the other hand, eliminating Bing Ads from your strategy isn’t a good idea, though.

Either we suggest you start with Google ads and as soon as you start growing your budget, keep a share from your advertisement budget for Bing Ads. This will add some more customers to your business.

With Google offering some undeniable benefits in the advertisement, a smart approach for advertisers is to allocate a significant portion of their ad budget to Google Ads and a small proportion to Bing Ads. However, the share can be adjusted as needed, depending on the advantage you get from each platform.

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