Choosing one in the Bing ads vs. Google ads debate can be tough as both offer some exceptional benefits for different types of advertisers.
Bing Ads, with an average CPC of $0.46, offer affordability compared to Google’sGoogle’s $0.66. But despite these numbers, Google ads have a 76% search market share, highlighting their extensive reach.
Bing Ads often appeal to a specific demographic: older, wealthier users, primarily in the U.S. In contrast, Google Ads attracts a broader, younger, and more tech-savvy audience on a global scale.
Given these differences, the question arises: Which ad platform is better suited for your needs?
This blog aims to dissect both platforms’ functionalities, including the advantages and ideal scenarios for using these ads, so as to help you in your decision-making process.
Table of Contents
TL;DR
| Feature | Bing Ads | Google Ads |
| Market Share | 34% in global desktop search. Processes over 5.4 billion searches monthly. | 91.56% global market share. Preferred by 80% of businesses. |
| Audience | Targets older, wealthier users, mainly in the U.S. | Broad, younger, global audience. |
| Cost per Click (CPC) | Average CPC across industries: $0.46. | Search ads: $1-$2, Display ads: under $1. |
| CTR & Conversion | High CTR in specific sectors like Employment. Average conversion rate: 2.94%. | Average conversion rate: 4.40% for search ads. |
| Ad Formats | Includes App Install Ads and multimedia Ads. | Wide range, including Search, Display, and Video ads. |
| Targeting Capabilities | Offers demographic, location, and device targeting. | Advanced targeting, including demographic, interest, and remarketing. |
| Integration & Ease of Use | Integrates with various tools and platforms for campaign management. | Integrates with Shopify, Google Analytics, and CRM systems. |
| Unique Features | LinkedIn integration for B2B targeting. Import feature from Google Ads. | Smart Campaigns and Performance Max campaigns using machine learning. |
| Platform-Specific Advantages | Cost-effective visibility across Bing, Yahoo, and AOL. | Vast reach, advanced targeting, and deep insights with Google Analytics. |
Overview of Bing Ads
Bing Ads, also known as Microsoft Advertising, allows businesses to display ads on Bing’s search results and Microsoft platforms. It offers a wide reach, different targeting options, and cost-effective advertising. It is also the second-largest search engine globally.
On top of everything, its user base is growing exponentially, reaching 100 million daily active users in 2023.
Overview of Google Ads
Google Ads is an online advertising platform developed by Google. It allows businesses to promote their products or services through various ad formats, such as search ads, display ads, video ads, shopping ads, etc., across Google’s properties, such as its search engine, partner websites, and YouTube.
The platform operates on a pay-per-action pricing model, usually calculated as cost-per-click (CPC), meaning businesses pay a certain price every time a user clicks on their ad or performs a specified action.
With over 246 million unique visitors per month, Google Ads provides businesses with a powerful tool to reach and convert customers.
| Did you know that you can also check the performance of your Google Ads account? Here’s a detailed guide on Google Ads Audit. |
Bing Ads vs. Google Ads: Main Differences
Below, we have discussed the main differences between Google ads and Bing ads.
Bing Ads, now known as Microsoft Advertising, has a significant presence with a 34% share in the global desktop search market. It processes over 5.4 billion searches monthly. This vast network reaches 63 million searchers not covered by Google, creating a unique niche for Bing Ads.
In contrast, Google Ads dominates the advertising industry with a 91.56% global market share. It is the preferred PPC advertising platform for 80% of businesses, connecting with more than 90% of internet users globally.
Industry-Wise Market Share: Bing Ads vs. Google Ads
For Google Ads, industry performance varies significantly. The overall average CTR for search ads sits at 3.17%. Yet, sectors like Dating and Personals shine with a 9.64% conversion rate, followed closely by Legal, Consumer Services, Employment Services, and Finance and Insurance. The arts and entertainment sector tops the chart for CTR at 11.78%.
Bing Ads showcases its strength in specific sectors, particularly for Employment or Career services, with an impressive 3.53% average CTR. It shows high CTRs in sectors like Finance & Insurance and Apparel & Accessories. However, more personal industries like B2C Services and Real Estate see modest CTRs, averaging just above 2%.
This makes Bing a valuable channel for Employment, Career Services, and B2B marketing.
Audience Reach
Google Ads showcases its vast reach and effectiveness in engaging users across various platforms – particularly on mobile – with 65% of consumers clicking on ads when making purchases.
It connects with over 90% of internet users globally, making it a key player in e-commerce through Google Shopping ads, which account for 85.3% of clicks in Google Shopping campaigns.
This platform’s strength is highlighted by an impressive 8:1 return on investment for advertisers and a conversion rate range of 3.1% to 6% for search ads.
Bing Ads draws a significant portion of its desktop traffic, 86.13%, from direct marketing. Furthermore, it leverages social platforms like YouTube, which accounts for 50.13% of its social traffic.
Bing’s user demographic further adds to its appeal. A large portion of Bing users, nearly 40%, falls within the 35 to 54 age bracket, with about one-third boasting household incomes over $100,000.
This demographic profile suggests that Bing Ads can effectively reach affluent and decision-making audiences, providing advertisers with the potential for high-value conversions and engagements.
Cost and Budget Efficiency
Google Ads and Bing Ads each offer unique advantages in terms of cost and budget efficiency.
Let’s learn how:
Google Ads
Average Cost per Click (CPC):
- The average CPC for Google Ads on the Search Network ranges between $1 and $2.
- On the Display Network, the average CPC is under $1.
- Across industries, the average CPC is $2.69 for Search and $0.63 for Display.
- Businesses typically spend $2-$5 per click on Google Ads, with an average monthly spend of $9,000-$10,000.
Factors Influencing Costs:
- Industry: Competitive industries like finance and insurance have higher CPCs compared to others, requiring larger budgets to win top ad positions.
- Ad Type & Strategy: Different ad types like Search, Display, Shopping, and Video ads have varying costs and target different audiences.
- Quality Score: A higher Google ads Quality Score can lead to lower CPCs and better ad positions, impacting overall costs.
Budget Efficiency:
- ROI: Google ads can deliver an average ROI of 200%, with some industries experiencing an ROI of 800%.
- Ad Spend: Businesses can set their own daily budgets, making Google ads accessible to advertisers with varying budgets.
Bing Ads
Average Cost per Click (CPC):
- The average shopping cost per click (CPC) for Bing ads (Microsoft ads) across all industries is $0.46.
Factors Influencing Costs:
- Industry Impact: Costs vary by industry, with sectors like legal, finance, and retail seeing higher CPCs due to intense competition.
- Search Volume Effects: High-volume keywords cost more. Yet, low-volume but high-intent keywords may also carry a premium due to their potential buyer relevance.
- Location: Geographic location affects CPC. Economically stronger countries like the US, Australia, the UK, and Canada often have higher rates.
- Audience Demographics: Targeting some specific demographics can also impact the CPC rates of your Bing ads.
Budget Efficiency:
- Cost Advantage: With generally lower CPC and CPA rates, Bing ads are more accessible for small businesses aiming for cost efficiency.
Ad Formats and Targeting Capabilities
Google Ads
Google ads offer a variety of formats and targeting options.
Ad Formats
- Search Ads: Appear for specific keyword searches.
- Display Ads: Visual ads on numerous sites and apps.
Ad types include static, responsive, and dynamic.
- Performance Max Ads: Run across Google’s entire network.
- Shopping Ads: These ads allow you to showcase your products directly in Google Search. It’s easy to use it for Google Ads & Search Ads 360..
- Video Ads: These ads allow you to promote video content across YouTube and other Google platforms.
- App Ads: Allow you to drive installation across Google’s networks.
Targeting capabilities
- Demographic Targeting: Segment audiences by age, gender, and income. This customization ensures ads connect with your intended audience group.
- Customer Match: Use customer lists like emails for targeted advertising. Google matches these to its user database, further improving customer re-engagement and upselling.
- In-Market Audiences: Target users researching or comparing products. This feature zeroes in on consumers in the consideration phase of their purchase journey.
- Interest Targeting: Focus on users with specific interests. Whether it’s sports or technology, ads become more relevant to users’ passions.
- Remarketing: Re-engage with past website or app visitors. A powerful tool for reconnecting with interested customers.
- Placement Targeting: Specific websites and apps within the Google Display Network for ad display. Ensures ads appear in contexts relevant to the audience.
Bing Ads
Bing ads (Microsoft ads) provide several ad formats and targeted approaches.
Ad Formats
- App Install Ads: Boost mobile app downloads with direct links.
- Multimedia Ads: These include large visuals for branding.
- Responsive Search Ads: Combine multiple headlines and descriptions for best performance.
- Bing Shopping Ads: These allow you to showcase products with images and details.
Targeting Capabilities
Bing ads’ targeting capabilities offer diverse strategies for reaching the ideal audience:
- Demographic Targeting: Target ads based on age, gender, and income.
- Location Targeting: Ads can target by country, state, city, or radius. Ideal for businesses with physical locations or specific area focus.
- Device Targeting: Optimize ads for desktop, tablet, or mobile. Perfect for campaigns aimed at users of specific devices.
- Remarketing: This allows you to re-engage with visitors of your website or past ad interactions.
- In-market Targeting: Focus on users actively researching or considering products or services. Bing identifies these users for targeted advertising.
CTR and Conversion Rates
Google Ads Performance Metrics
Google ads show a solid performance across its networks. The platform’s average conversion rate is 4.40% for search ads. This dips to 0.7% for retargeting and 0.57% for the display network.
Regarding industry numbers, vehicles stand out on the search network with a high conversion rate of 7.98%. On the contrary, real estate has the lowest conversion rate at 0.36%.
Bing Ads Performance Metrics
Bing ads (Microsoft ads) experienced a notable increase in Click-Through Rate (CTR), up almost 26% year-over-year in 2023.
With an average position at 2.95 and a 41.5% lower CPC than Google, Bing ads (Microsoft ads) are cost-effective. Its average conversion rate stands at 2.94%, with a 19% higher rate than Google ads across industries.
This suggests Bing ads might offer better value for certain markets, thanks to their lower costs and competitive conversion rates.
Integration and Ease of Use
Google Ads:
- Google ads easily integrate with many tools, simplifying campaign management.
- Its API allows developers direct access, making large account management smoother.
- Integration with Shopify lets users activate ads with just a few clicks.
- Google Analytics and Hubspot can integrate with Google ads for better ROI tracking.
- GA Connector links Google ads with CRM systems like Salesforce or Zoho CRM, enhancing ROI details.
Bing Ads:
- The Bing ads API supports effective campaign management and tool integration.
- It allows global ad display, including on Microsoft and partner sites.
- Bing’s network, extending through Yahoo and AOL, increases ad visibility.
- Integration with platforms like Amazon and CBS Interactive broadens audience reach.
Audience Engagement
Google ads improve audience engagement through features like Discovery ads, reaching users based on their activity, and YouTube ads, which target viewer interests. Display ads across the Google Network leverage user interests for higher engagement.
Bing ads (Microsoft ads) focus on quality engagement by offering detailed demographic targeting and integration with Microsoft platforms. This further helps you appeal to a distinct audience base.
Unique Features and Capabilities
Google ads Google Ads stands out with its comprehensive suite of campaign options, including Smart Campaigns and Performance Max assets. These assets are integral to Performance Max campaigns, which allow advertisers to streamline their creatives across all of Google’s channels, optimizing performance through machine learning.
Bing’s unique advantage lies in its LinkedIn integration for B2B targeting. It allows users to reach a professional audience reach. Plus, it also provides a user-friendly import feature from Google ads that help streamline campaign management.
Platform-Specific Advantages
Google ads offer a vast reach and advanced targeting capabilities, making them ideal for broad visibility and diverse audience engagement. Moreover, their integration with Google Analytics enables deep insights into campaign performance.
Bing ads (Microsoft ads), with strategic placements across Bing, Yahoo, and AOL networks, provide cost-effective visibility and access to a unique audience.
Integration of Bing and Google Ads with Shopify
Integrating Bing ads and Google ads with Shopify streamlines advertising directly from the Shopify dashboard.
Through the Microsoft Advertising app, Shopify users can effortlessly import Google ads campaigns or start new ones, syncing product data to the Bing Merchant Center. This enhances product visibility across Bing’s network, potentially increasing sales.
For Google ads, integration involves Google Tag Manager, which helps with the tracking and remarketing setup. This is important for monitoring ad performance and reconnecting with previous site visitors, aiming to convert interest into sales.
AdNabu For Reaching Different Marketplaces
If you are a Shopify merchant, AdNabu can further simplify the integration process.
AdNabu is an AI-powered Shopify product feed management app that offers a plethora of advanced features like AI feed optimization, Bulk Editing, Product Customization, and much more. It carries the ‘Built For Shopify’ badge, which highlights that the app meets Shopify’s stringent quality standards.
It also allows merchants to showcase their products on different marketplaces like Facebook, Instagram, X (known previously as Twitter), Pinterest, Snapchat, and TikTok. Plus, it also offers specialized solutions for both Bing and Google platforms (Google Shopping).
Bing Shopping Ads Integration
AdNabu simplifies the process of advertising on Bing, creating precise, platform-compliant data feed URLs (a web address that points to a file containing product data) that can be used in Bing Merchant Center to create your catalog!
This helps merchants showcase their Shopify store’s products on Bing’s network, potentially widening their customer base.
To generate Data Feed URLs for the Bing Marketplace in AdNabu, follow these steps:
- Open AdNabu and Select Bing Feed.
- Choose Countries and Languages.
- Customize UTM Parameters.
- Generate and Save the Data Feed URL.
- Use the URL in Bing Marketplace.
Adding to Bing Marketplace:
- Go to Bing’s Merchant Center and set up a store.
- Choose “Create feed” and fill in the details like name and country.
- Select “Automatically download the file from URL” for the input method.
- Paste the URL you copied from AdNabu into the source URL field.
- Decide on a download schedule and finalize by clicking “Create feed.”
Google Shopping Ads Integration
For Google Shopping, AdNabu helps you send accurate product listings to the Google Merchant Center. This direct submission process is crucial for accurately showcasing your products, driving targeted traffic, and increasing online store visibility.
To do the same, here’s the process:
- Start by installing the app and following the onboarding steps.
- Link your Google Merchant Center account with AdNabu.
- Ensure your Shopify products are synced with AdNabu.
- Apply any necessary customizations, such as AI optimization for product titles, highlights, etc.
- Click “Update Feed” to sync your product listings directly to the Google Merchant Center.
And that’s it. You are good to go!
Final Verdict: Bing Ads vs. Google Ads
When it comes to choosing between Bing ads and Google ads, your decision hinges on specific business needs and target audiences.
Google ads offer wide visibility and are great for global outreach and sectors like E-commerce and Travel, showing strong engagement and ROI.
Bing ads are more budget-friendly, suitable for targeting specific groups, such as affluent users in the U.S.A., and shine in B2B marketing with LinkedIn.
For best results, using both platforms could maximize reach and efficiency.
Good luck!
| You might also like to read: How to Sell on Twitter: A Guide to Getting Started Google Discovery Ads vs. Display Ads: The Complete Guide |
FAQs
Can I import my Google Ads to the Bing ads platform?
Yes, you can. To import Google Ads to Bing Ads: Sign in to Microsoft Advertising, select “Import from Google Ads,” choose campaigns, adjust settings, and import directly.
Can I import my Bing Ads to the Google Ads platform?
Google Ads doesn’t provide a direct import tool for Bing Ads. This means you will have to rely on a manual method. For the same, here are some steps you can follow: Export Bing campaign data, reformat for Google Ads requirements, and use Google Ads Editor for importation. Direct import is not supported.
What are the key differences between Bing Ads and Google Ads?
Google Ads reaches a wider audience with its search dominance, leading to higher competition and costs. Bing Ads, with lower competition, offers lower CPCs and targets a unique, often older and higher-income demographic that Google might not reach as effectively.
Which platform offers a better return on investment (ROI)?
ROI varies by industry and campaign specifics. Google Ads might drive higher traffic volumes, potentially leading to more conversions. Bing Ads could deliver better ROI in certain niches, benefiting from lower competition and cost per click.
Google also offers a search management platform called ‘Search Ads 360‘ that allows agencies and marketers to advertise across multiple search engines and media channels.
Can I target the same keywords on Bing Ads and Google Ads?
Yes, you can target the same keywords on both Bing Ads and Google Ads.
How does the audience differ between Bing Ads and Google Ads?
Google Ads serves a larger, more diverse audience. Bing Ads reaches specific demographics, including older and higher-income groups, via Bing, Yahoo, and Microsoft platforms, offering unique targeting opportunities.
Is one platform easier to use than the other?
Both platforms are user-friendly, but beginners may find Google Ads complex due to its extensive features. Bing Ads may offer a simpler starting point for new advertisers.
How do the advertising costs compare between Bing Ads and Google Ads?
Generally, Bing Ads has lower costs per click compared to Google Ads because of lower competition on the Bing network. This can make Bing Ads a more cost-effective option for small businesses or those with limited advertising budgets.
Can I run the same ad campaigns on both platforms?
Yes, you can run similar ad campaigns on both Bing Ads and Google Ads. But we advise you to customize your campaigns for each platform.
Is Bing better than Google Ads?
Bing excels for specific demographics—older, wealthier, and more educated audiences not fully reached by Google. With lower CPC and competition, Bing can be more cost-effective, particularly in certain industries, offering a high ROI.
Is advertising on Bing worth it, and could it be more profitable than Google Ads?
Yes, Bing’s targeted demographic and lower competition make it a worthwhile platform, potentially offering higher ROI for specific campaigns. Despite Google’s larger reach, Bing’s affordability and unique audience access can result in more profitability. Testing both platforms is recommended to determine the best strategy for your business.
