It is a common case for two huge ad network platforms like Bing Ads Google Adwords to be opposed when we talk about PPC advertising campaigns. The reason for this happening is quite simple, marketers, before taking any of them are always wondering:
- Which platform will be cheaper?
- Who can offer bigger coverage?
- Where can I have more targeting options?
- Which one, in a result, will give more clicks and conversions?
Generally, companies consider both platforms as competitors, but one will have much more options if treat them as friends and use together. Of course, Google has conquered a significant part of the search market, but it can be hardly a reason to bury Bing in oblivion. It means that if marketers just started thinking about these platforms, we should use “and” instead of “or”.
Let’s have a precise look at these two giants and how to use them together to get the highest results.
Key differences between the two advertising networks
Their main concept is similar: they are two PPC platforms designed to help companies in covering a specific audience, traffic, and income increasing.
However, each of the platforms has its own unique peculiarities and qualities that make her unique in comparison with the other one.
Look just at one point before we will talk about bigger deals.
There are two major parts of it:
- Search network, in terms of it, advertisers create ads for search results pages
- Context media network, with its help ads, can be seen throughout the sea of websites can be covered, regardless of target market location or similar factors.
This platform consists of 3 search systems:
It means that even if you use one system for ad publishing, 2 remaining will automatically publish it, too. And think, partners’ website is also included in various campaigns.
Google vs. Bing
It is high time to examine the options both networks offer in terms of key aspects.
In both cases, one may see the link under the text of the ad. The only difference is that Google doesn’t state it in bold, while Bing does.
The difference used to be visually significant: Google used to offer two lines with 35 characters in each. Bing could use one line with 71 characters. The networks now treat it the same way: 80 characters are available for a longer field.
Actually, the options offered are approximately equal: tools for keywords research, negative targeting and broad correspondence are provided. Unfortunately, Bing is weaker here, the volume of the traffic it offers is lower.
Bing offers high click-through-rates when we talk about shops and financial services. As one might have guessed, it happens because Yahoo and MSN, provide financial reporting, but they offer a lot of trade and financial resources and the ads in these verticals is quite perspective and gets high level of engagement.
The level of reach
No wonder, but Google as very serious business shark has bigger volume and coverage. But it would be wrong to say that it is the only network that deserves being invested. Just study some cunning facts about Bing:
34% home desktops use Bing as a search system;
5,5 billion of search requests are operated by Bing every month;
Bing is used by more than 136 billion of real searchers.
Just think, the audience of Bing more than 65 billion of users, while Google Adwords can’t boast with this amount. If you don’t use Bing yet, there is certainly something you are missing.
One more point to Bing is that their audience is primary grown-ups, their education level is also higher. The age of 40% of the audience here is 35-55. An overall, three quarters of Bing followers have already celebrated their 35th birthday.
We all know that ads can reach people almost everywhere now, but the trick is about covering even bigger audience by Bing. They cover a particular audience, for example, households with particular income, so that they do quite more than just Adwords.
We couldn’t skip this point as it is probably of the most important for the vast majority of advertisers. Bing will easily compensate its lack of volume by higher performance and lower costs. Some companies say that the expenses for this network is something like 30-35% of Google’s price.
However, mind that these platforms have different traffic and the economy may seem too deceitful. But lower competition at Bing can really make things less money consuming.
So, what to take?
We hope that you could understand that the ad networks solutions provided by both platforms will be very useful for you in case of taking both approaches. Google will help you to stay in touch with digital ads, while Bing will complete the gaps of your Internet presence.