If you’re looking to grow your business using digital marketing solutions such as PPC tools, you may have to take several considerations into account before you get started. The foremost of these considerations is your choice of platform. While there are many platforms available today that you can choose from to promote your business online, the most prominent options are Google and Bing.
But how do you know which of these to opt for without having to undertake hours upon hours of research? It’s simple, you read through our following section as quickly as you can. We’ve compiled some factors for you to mull over while choosing a platform to float your Display Ads so make sure you go through each of them to make a thoughtful decision.
As is the case with all business solutions – marketing or otherwise – cost is a major consideration. If you come up with a great idea to grow your business but if it’s not cost-effective, it may not be worth it to see this idea through. Therefore, let us first consider the cost of using Google vs Bing for Display Ads. Considering there’s less demand for Bing as an Ad platform as there is for Google, the cost for advertising on Bing is proportionately lower as well.
Aside from the demand, another reason behind Bing’s cheaper services could be that there isn’t as much competition for keywords on Bing as there is on Google. Anyone who has used Google for PPC marketing would know how difficult it is to capitalize on available keywords to generate clicks from ads and sales from clicks. Therefore, generally speaking, Bing is cheaper than Google for Display Ads.
However, in terms of cost-effectiveness, Google may have the upper hand. After all, Google does seem to have more advanced tools for PPC marketing than Bing does and could provide you with a better return on your investment as compared to Bing. The success of your Ad Campaign – be it on Google or Bing – greatly depends on your marketing strategy and execution as well so we strongly recommend you don’t rely on cost alone here.
Many PPC agencies and other marketing experts often overlook the importance of advertising networks when it comes to launching an effective Ad Campaign. Google has two ad networks as compared to the three that Bing has. Google makes use of its Search Network (SERP) and its Display Network to help businesses advertise their products or services online.
With Google’s Search Network, you can create ads with written content that show up on your search results. For instance, if you type something into Google’s search bar, you’ll notice the first few results that show up have the tag of ‘Ad’ underneath them. These ads are from Google’s Search Network. The Display Network allows you to design visual ads that Google then features across various websites across the internet.
Bing uses three rather than two search engines namely Yahoo, AOL, and Bing. Therefore, it uses more search engines than Google does which allows it to reach out to users with preferences with any of these aforementioned search engines. However, even with that in mind, Google’s networks seem to be more efficient than those of Bing.
We need hardly emphasize the importance of having a wider reach when it comes to marketing. It’s no surprise that Google reaches a much wider audience than Bing does considering everyone uses Google for pretty much everything internet-related now. Google is so popular that when people want to look for something on the internet they don’t say ‘I’m going to search for it’ they say ‘I’m going to Google it’. Think about it, when have you ever heard someone say ‘I’m going to Bing it’? Exactly.
As of now, Google has over 90% of the market share for search engines. On the other hand, Bing has less than 4%. However, this does not mean using Bing to float your ads is not worth the investment, especially considering it costs less as compared to using Google. Besides, the reach also depends on the region you’re advertising in and the demographic you’re catering to. For instance, Bing is more popular among users in the U.S. and those who are older.
Google generally caters to a younger (and consequently less affluent) audience than Bing does. So again, it depends on the kind of marketing strategy you have in place and the kind of audience you want to reach when it comes to picking one of these search engines over the other.
As discussed above, speaking in general terms, Google has a wider reach than Bing does. It’s inevitable that with a wider reach comes more competition. Sure, if you use Google to market your brand you’ll have greater visibility and reach out to scores of more people than you could using Bing, but so can other brands in the same niche as yours.
By comparison, fewer businesses opt for Bing which is why there’s less competition for keywords and bids here as compared to Google. Therefore, there may be a greater chance that a user looking for your product category will find you on Bing than they would on Google. If you have the budget for it, you could choose to feature your ads via both Google and Bing, thereby increasing your chances of standing out among competitors.
Click-Through Rate And Conversion Rate
If you don’t take the click-through rate (CTR) and conversion rate into account when executing a Digital Marketing Campaign, you’re seriously undermining a key factor of success. For those unfamiliar with the terms, your CTR tells you how many times you’re able to convert views to clicks on a particular ad. The conversion rate tells you how many times you were able to convert clicks to sales.
It’s easy to see how these two are interlinked, but a high CTR doesn’t always equal a high conversion rate. As discussed earlier, Bing generally attracts older users and Google attracts younger users. Therefore, those who use Bing have a higher spending power than those who use Google to view ads. This is why Bing is known to have higher conversion rates than Bing over the years. However, since Google attracts many, many more users than Bing does, the CTR rate is usually higher on Google than it is on Bing.
This is usually more preferable to advertisers who are looking to boost revenue via increasing the popularity of their products or services.
All said and done, both Google and Bing have their pros and cons when it comes to supporting a Digital Ad Campaign. Even though advertising on Google is costlier than it is on Bing, the consensus seems to be that the former’s wider reach and greater popularity make it more appealing to advertisers than Bing. Therefore, if you want to establish a strong online presence, you may want to opt for Google over Bing. However, don’t just take our word for it – go through the factors outlined above into account before you come to a decision.