Bing Ads: Owned by Microsoft, Bing Advertising serves as a search engine for not only itself, but also for Yahoo and AOL. When you advertise on Bing, your ads are displayed on all three platforms, providing greater exposure to potential customers across various partner sites.
Google Ads: The Google Ads platform is a robust advertising solution that consists of two primary networks: the search network and the display network. The search network focuses on text-based ads that appear on the search engine results page, while the display network allows marketers to run visually engaging ads that can be displayed across a range of websites.
When it comes to keyword traffic volume, both Google and Bing offer keyword research tools, negative keyword targeting, and broad match options. However, the traffic volume for keywords is typically lower on Bing compared to Google. Nevertheless, lower traffic volume also means less competition, which I’ll delve into in the next section.
CTR Comparison: Google Ads vs. Bing Ads
Bing Ads Have a Higher CTR Than Google Ads in Select Verticals, Providing Better Results for Employment, Finance, Apparel, and Retail Services. Across all verticals, Bing’s average CTR is 2.83%, which is 50% higher than Google Ads. A high CTR is a key goal of any PPC campaign, and Bing’s performance in these specific sectors highlights the platform’s potential for businesses to maximize their advertising ROI. By leveraging Bing Ads, businesses in these sectors can boost their visibility and reach their target audience more effectively.
CPC Comparison: Google Ads vs. Bing Ads
- “Bing Advertising Offer Lower CPCs Compared to Google Ads, Especially in Certain Verticals”
- CPC is a crucial metric in PPC advertising, and it can vary significantly from industry to industry. Bing Ads have consistently shown to have lower CPCs compared to Google Ads, with reports indicating that Bing Ads spend only between 20% to 35% of their Ad campaign budget. This is due to less competition and a lower volume of advertisement bidding on Bing Ads compared to Google Ads, resulting in cheaper clicks and better value for advertisers.
- On average, the CPC on Bing Ads is $7.99, which is significantly lower than Google Ads’ average of $20.08, as reported by Report Garden. CPC can also vary across verticals, with some studies finding that certain industries have significantly lower CPCs on Bing Ads compared to Google Ads.
- The legal sector is a good example of this, where despite the keywords “lawyer” and “attorney” being ranked as the most expensive, the CPC for these ads is much cheaper on Bing Advertising . Similarly, the automotive industry and insurance industry have shown 32.5% and 59.2% lower CPCs, respectively, on Bing Advertising compared to Google Advertising .
- Bing Advertising also serve ads in the right-hand rail of the SERP, which provides more space for advertisers with lower bids to show their ads, offering even more value for advertisers. Overall, Bing Ads provide a cost-effective option for businesses to advertise their products or services and maximize their advertising ROI.
Ad Positioning Comparison: Google Advertising vs. Bing Advertising
“Bing Advertising Offer Better Ad Positions and Lower CPCs than Google Advertising, Making it a Viable Option for Small and Medium-Sized Businesses”
- Bing Advertising operate on a similar auction dynamic to Google Ads, but the platform offers several unique features that make it an attractive option for small and medium-sized businesses. One of the standout advantages of Bing Advertising is the lack of competition on the platform, which translates to cheaper costs per click and better ad positions.
- In our analysis of clients who have run ads on both platforms, we have observed that Bing Ads consistently offer not only lower CPCs but also better ad positions compared to Google Advertising. As a result, clients can achieve higher click-through rates at a much lower cost on Bing Advertising.
- For businesses operating on a tight advertising budget, Bing Advertising offer a cost-effective solution for reaching their target audience and driving conversions. With better ad positions and lower CPCs, Bing Ads provide an excellent opportunity to maximize advertising ROI and achieve marketing goals.
Conversion Rate Comparison: Google Advertising vs. Bing Advertising
“Bing Advertising Show Slightly Higher Average Conversion Rates Than Google Advertising, But Vary Across Industries”
- According to recent reports, Bing Advertising have an average conversion rate of 2.94% across all industries, which is slightly better than Google Ads. However, it’s important to note that Bing’s audience is different from that of Google’s audience, and businesses should analyze where their target audience spends the most time.
- For example, the majority of searches on Google occur on mobile devices, while Bing still attracts many more desktop searches. This difference is crucial for industries with a longer sales cycle, where desktop searches may provide better opportunities for conversion.
- Industries such as careers and employment, real estate, and finance and insurance have recorded higher conversion rates on Bing Advertising, with rates of 6.81%, 5.13%, and 5.57%, respectively. These figures highlight the potential benefits of using Bing Ads for certain industries, particularly those with a longer sales cycle.
- Overall, businesses should carefully consider their target audience, industry, and advertising goals when deciding between Google Advertising and Bing Advertising to maximize their advertising ROI and achieve better conversion rates.
CPA Comparison: Google Advertising vs. Bing Advertising
“Bing Advertising Offer Lower CPA Compared to Google Advertising, with Higher Returns in Select Verticals”
- CPA is a crucial metric in PPC advertising, measuring the total number of views, leads, or sales resulting from a user’s click on an ad. Bing Advertising offer a distinct advantage in this regard, with an average CPA of $41.44, which is 30% lower than Google Ads’ average CPA. This is due to Bing’s lower CPC, providing businesses with a better ROI.
- Clients advertising for home services have particularly seen a higher return on Bing Advertising, with an average CPA of $21.68. Bing’s audience is generally more educated, affluent, and older compared to Google, which can benefit high-value industries and result in higher conversion rates and better returns.
- However, it’s important to note that Bing’s audience isn’t a perfect fit for every business. While 34% of the desktop-using audience still comes from Bing Advertising , this demographic can be less tech-savvy, resulting in better CPA for advertisers in the tech space. Ultimately, businesses should consider their target audience, industry, and advertising goals when deciding between Google Ads and Bing Advertising to optimize their CPA and achieve better returns.
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