While Google is the dominant platform for running paid ads for businesses around the world, it is common to wonder which platform is better: Google or Bing. The latter platform comes with multiple features and is quickly catching up in terms of popularity. From determining which platform is best to reach a wider audience to considering which one is less expensive to run ads, there are certain differences to take into account. In order to choose the ideal platform for your business, you need to understand the differences and dynamics between the two PPC platforms.
The basic difference between Bing and Google ads
When it comes to the purpose of these two platforms, both of them act as a medium to serve pay-per-click advertising platforms that are curated for businesses to reach a particular set of audiences, drive traffic and leads, and increase the overall revenue. However, both the platforms come with different features and advantages that make them unique in their own way.
Google ads: There are two types of advertising networks in Google that marketers can leverage: the search network and the display network. The search network is used to run campaigns with text-based ads that appear on the SERP, or search engine results page. On the other hand, the display network is used to run display ads on several websites across the web.
Bing Ads: With Bing, you can get access to three search engines: Bing, Yahoo, and AOL. This implies that you get the opportunity to advertise on a single platform while having your ad appear on all three platforms.
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Advantages of Using Bing Ads for Business
- Competition is low
Unlike Google ads, you may find Bing ads less competitive, which makes the platform more preferable for marketers expecting a lower CPC. When deciding whether to choose Bing ads or Google ads, this factor might come in handy.
- Better device targeting
With Bing ads, you can target and advertise to a specific audience based on their device type, which is unlike Google ads. This is particularly useful when you need to run certain campaigns on mobile devices. For example, remarketing display ads have been shown to be more profitable when used on mobile devices as a huge percentage of the conversions come from mobile users.
Bing Ads also let you target an audience based on the operating system, allowing you to target more precisely and get more conversions.
- Provides better ROI
According to reports, Bing ads provide similar conversion rates to Google ads, but with lower CPC. It means advertisers often prefer Bing ads for this reason to get a higher ROI when compared to Google.
- Offers unique social extensions
Bing ads let you choose the social extensions that let you show the number of followers you have on the specific ad, which gives users a sense of trust before clicking the ad. Although Google ads let you do the same, it is only applicable to Google+ accounts.
While a common conception is that marketers must choose one platform over another, an advanced marketing approach tells you to consider both the platforms in your marketing strategy to get the best results possible.
Must Read: Pay Per Click Blogs