In the digital marketing aspects, Bing as a search engine is so often forgotten. Nowadays during 2 full days of workshops and presentations regarding Digital Summit in August, Bing was mentioned only 2-3 times.

Everyone as a digital marketer puts marketing efforts typically on ranking well within Google. There are 1.17 billion people in the world using Google for searches was reported in a research, so this would make sense that any company’s marketing efforts would be focused on Google. But are we underestimating Bing?

The clients who want to grow their business has a first preference in their list as a Google Ads. Sometimes even Bing Ads fall to third place after Facebook Ads. Underestimating Bing Ads have made me think deeply fall into the features of both Bing Ads and Google Ads to make the best recommendations for our clients. Here, I would like to point out some key features of both Bing Ads and Google Ads and terminate by providing a real-world client example of each network’s success.

BOTH PLATFORMS HAVE SIMILAR FEATURES

Google Ads were formerly known as Google AdWords, they really cover the way for online advertising platforms. As you go on exploring both interfaces you will notice that they look different but they offer similar services.

Through pay-per-click both Google and Bing offer to advertise and display advertising using their vast networks, shopping campaigns, retargeting, and ad extensions.
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Pay-per-click – allows advertisers to pay a fee each time one of their ads is clicked and off to the site
Display advertising – through respective networks advertisers can create display ads (Google’s Display Network is larger)
Shopping – to search for products users move more towards search engines, this can view listings that can appear with shopping campaigns
Retargeting – it allows advertisers to tag a user who comes to the website and follow them with ads throughout their network
Ad extensions – what is allowed in the ad can be displayed to advertisers by using ad extensions. For eg; adding location/address information, phone number, and reviews through extensions.
Bing offers a lot same of what Google offers but I think Google executes their products a lot more flawless.

GOOGLE OFFERS MORE AD PRODUCTS

For small, medium, and large businesses Google offers an array of advertising solutions that haven’t yet seen on Bing’s platform. Its products include videos ads, app ads, and even Waze local ads. To reach more people we move into a more mobile-based, multi-screening culture.

GOOGLE’S AD INTERFACE AND SUPPORT ARE MORE ADVANCED

My opinion regarding Bing’s advertising products is that it is a little bit basic compared to Google. It also includes the advertisers working with the interface and as well as the educational resources provided. I haven’t seen any support or resources provided by Bing but in that terms, Google does an amazing job of offering resources.

BING ADS TYPICALLY COST LESS THAN GOOGLE ADS*

Every time it is not a case where industry depends. Bing offers a lower cost-per-click within search campaigns for most of our clients.
We recommend advertising on Bing whenever we are often greeted with the questions “Why?”. Certainly, it is a reasonable question to ask and one of my first replies is to explain that it costs less.

There are fewer advertisers in space as fewer people use Bing to search online which also drives down the competition. Cost-per-click will result In less competition and fewer searches. My General rule is to say that if you are advertising on Google let’s half the budget and put it into Bing. You can still receive the same amount of leads through their website by spending 50% less in Bing than in Google. Again I would like to apply it ob certain industries

THE FINAL SHOWDOWN: A REAL-WORLD COMPARISON OF BING ADS VS. GOOGLE ADS

We suggest advertising that helps our clients grow their businesses online. Before suggesting an advertising tool we liked to have some test done by ourselves on our side first. To really compare Bing Ads and Gooogle Ads I reviewed samples data for one of our long-time clients in the recreation industry. In any paid advertising campaign few key metrics we assess each month/quarter/year.

COST-PER-CLICK: NEITHER WINS
The cost-per-click was 1 penny off between Google and Bing. Google Ads garnered a $1.71 average cost-per-click while Bing Ads garnered $1.72.

IMPRESSIONS: GOOGLE WINS
To gather a much higher number of impressions than Bing Ads Google’s Campaigns were able. 88,049 more impressions to be exact.

CLICK-THROUGH-RATE: GOOGLE WINS
Google campaigns were able to get a higher click-through-rate, with at least a 1.5% difference. this is notable that t the number of impressions is much higher as well.

CONVERSIONS/LEADS: GOOGLE WINS
This is obviously the most important number to review when analyzing the success of a paid ad campaign. Google’s campaigns were able to garner nearly 100 more leads over the course of 2 months and the cost-per-lead on Google was nearly $400 LESS than on Bing.

So, there you have it: when it comes to the online paid ad space in this scenario, Google wins.

SHOULD I ADVERTISE ON BING FOR MY BUSINESS?
Even with all this data, it’s important to note that there is no clear-cut answer to this. The better questions to answer first are:

What is my budget?
Who is my audience?
What products/services do I want to promote?
How you answer these questions will determine how you/your digital agency decide to disperse your digital ad budget. I wouldn’t completely write off Bing, as it does have its advantages. For example, many larger corporate settings require their employees to use Microsoft Edge and the default search engine for that browser is Bing. This kind of information might become useful to a company that wants to advertise to c-level executives or a decision-maker that works in a large company.