Ask a Pay Per Click Specialist Google AdWords vs Bing PPC Ads
When it comes to search, Google is number one. That’s never been up for debate (Google is a verb, after all). The infrastructure and overhead costs required to run a search engine are so immense that Microsoft and Yahoo decided to join forces, merging their search networks into Bing. And when Bing first came on the scene, some observers hoped the Google monopoly over search would finally be challenged. That never quite happened, although Bing has made a dent in Google’s traffic.
Of course, what the average consumer doesn’t realize is that Google isn’t really a search engine. It’s a gigantic advertising platform, and the same is true for Bing. And while your favorite websites are struggling to monetize their content with digital advertising, Google has had no problems monetizing their Pay Per Click advertising. That’s because PPC ads offer some of the highest return on investment of any form of advertising, digital or traditional. And even since the launch of Bing, many PPC campaign management services rely on Google exclusively.
So what are the pros and cons of Google and Bing PPC ads? Let’s take a look.
Pros and Cons of Google AdWords vs Bing PPC Ads
First off, because Google holds at least 67.6% of the U.S. search engine market at any given time, the company can charge more for each click. So for those looking for a more cost-effective option, Bing Pay Per Click Advertising offers a viable alternative. Plus, Bing ads show up on both Bing and Yahoo, as well as optional placement with the “Bing Content Network.” Pay per click specialists say that can help your ads reach different types of consumers.
Even so, there’s a reason most of those pay per click specialists devote the vast majority of their PPC campaign management resources to Google AdWords. AdWords also has a few more extensions and services that aren’t offered on Bing, at least not yet. And for the sheer volume of its search network, Google is still number one.
If you run a search on Bing, you’ll notice that the ads are more discretely embedded at the top of the search results. Google’s PPC ads are a little more obvious, but pay per click specialists say there’s little proof this makes a difference in Click-Through-Rate.
Ultimately, Bing PPC ads can be a great addition to your PPC budget, but most PPC experts agree that AdWords is the better bet — at least for now.