One of the dilemma for many paid search marketers who are trying to make a mark in the industry; they are constantly flooded with the innumerable PPC networks available than ever before out there to them.
Undoubtedly two of the most talked about paid search networks and no prize for guessing, we are talking about Bing PPC Ads and Google display Ads.
Having been there from a while now and having been heavily promoted by two of the largest business conglomerate globally, there are chances that everyone has had experience with at least one of the two at some point or the other during their marketer career.
1. Google Ads
Google Ads is a combination of 2 advertising platforms:
- The Search Network: Advertisers primarily produce text ads to look on the program results page (SERP).
- 2. The show Network: Advertisers primarily produce show ads to look on enormous pages of internet web sites across the web
2. Bing Ads
Bing, associated with Microsoft and has 3 search engines — AOL, Yahoo and Bing — so once you advertise on any one platform of your choice, your ad is more likely to be seen on all the 3 said platforms.
Here’s almost everything that you need to know about Bing PPC Ads vis a vis Google display Ads and which one would be the best suited for your business.
Its not Very recently that, Google display Ads ruled the Google ad management service company across the globe and dominated almost all of the market share that we look at today, until Bing PPC Ads came along in 2006.
One of the first three widely talked about search engines that started selling ads on their website, Bing, renamed their paid search as Bing Ad.
Since then, Bing Ads has emerged as a Google’s primary search engine competitor and is continuously engaged in battle to win over the users across the web for the campaigns.
Here are few of the facts decoded in terms of Bing PPC Ads and Google Display ads and these two benchmark tops the list.
According to a recent study report, businesses usually spend relatively less on Bing PPC Ads in comparison to Google display Ads.
Nevertheless, this doesn’t necessarily mean that you’ll also arrive at the same results with this platform available across to the users.
Obviously, you can expect to pay more for Google display Ads because of its much more extensive and wider reach to the audience.
When we look at the average cost per click of Google Ads, it is between $1 and $2 on the search network and about $1 on the Display search Network.
In comparison, Bing Ads’ cost per click is relatively lower at $1.54. Again we would like to emphasize the fact that, just because Bing Ads has a lower CPC, it doesn’t necessesarily mean that it’s the best suited option for you, even if you’re on pretty tight budget.
2. Conversion Rate
The conversion rate is another algorithm that you can’t afford to go wrong with when developing a PPC campaign.
The conversion rate here refers to the percentage of visitors who have completed your laid down advertising goal, such as calling your business or purchasing your product.
This is in comparison to the users who have clicked your ad but didn’t actually complete your goal.
So, what’s the average conversion rate that we are looking at for Google Ads and Bing Ads? For Bing Ads, the average conversion rate for Bing PPC Ads is 2.94% whereas Google display Ads’ average conversion rate is 3.75%.
Although it looks close in terms of conversion rate, Google clearly has the upper hand particularly considering the amount of competition on the platform.
However, Bing Ads has a pretty decent conversion rate as well even if it’s slightly lower side than Google.
There isn’t a right or wrong answer when we talk about Google display Ads vis a vis Bing PPC Ads.
Each platform comes with their unique offerings that could help your organization.
However, you don’t want to miss out on the potential search share that Google has by not running ads using Google display Ads.
That doesn’t mean you should completely eliminate Bing PPC Ads from your ad strategy though. Believe you me, you should still consider it for those incremental traffic on your ad campaign.
You can think about starting with Google display Ads at Google local services, that would be a very wise things to do and as your budget increases exponentially over a period of time and you keep get better at online advertising sphare, allocate a portion of your ad spend to Bing PPC Ads or Microsoft Advertising.
Experiment and explore by yourself and see what happens in a long run. That would be the wisest thing to do at any point of time for your business.
Be it for any marketers, your best practice should always be to dedicate most of your budget to Google display Ads, but at the same time send some part of it to Bing PPC Ads too.
You can go on to increasing or decreasing this portion as and when needed best suited on your business requirement, which is again an advantage when choosing online advertisement.
We believe that by now hopefully it’s understood the best digital advertising strategy is to leverage both platforms simultaneously, provided your budget allows it.
Just In case, by now if you’re using Google Ads for your PPC campaigns, then Bing is certainly going to be a great option to get those additional traffic which would be remarkable for your business to make a difference in the overall business scenario.
But again if you’re not currently running any PPC ads, then you’re by and large going to find better results with Google based on their better targeting and relatively larger network.