Although Google Ads and Bing Ads (now Microsoft Advertising) have considerable influence in digital marketing, it is not always necessary to pick one over the other. Both of them have features that could elevate a business and make it more visible to the right audience. Paid search marketing varies in the reach of an audience, but constant monitoring and tweaking may generate more traffic and boost revenue. Read more to find out the more on Google vs Bing Ads.
The reach each service can offer is crucial to broadening the audience of a company. Google owns 76% of the search engine market share, while Bing claims only 5%. While Google reaches a broader audience, Microsoft Advertising has more specific demographic. For example, the demographics for most Bing users are: They are married (43%), between the ages of 35-54 (40%), and earn an income above $100,000 (33%). Google Ads has the edge in numbers, but Microsoft Advertising already has a niche demographic.
Costs related to using the two platforms differ slightly, but it is important to consider the results as well. The Average Cost Per Click, the fee for when a user clicks on an ad, is an estimated $7.99 for Bing and $20.08 for Google Ads. It may be tempting to go with the cheaper option; however, the reach is not as wide as Google. In order to determine the best option, it would be helpful to use Google Analytics and Microsoft’s tools for ad campaigns. These tools offer the ability to monitor and optimize the ad campaign to fit the needs of the business.
Being at the top of search results takes time; however, Google Ads and Microsoft Advertising make it easier to reach an audience faster. Pay Per Click (PPC) puts advertising in front of the right audience almost instantly. By choosing specific keywords, only users typing those keywords in targeted locations will see the ad. It can be a profitable return on investment when a user clicks on the ad and is taken to the website. A few tips on starting an ad campaign: Establish the company’s goal before starting, make sure the keywords lead back to the products or services, limit 25 keywords to each ad group, use various advertising tactics and test what works, and regularly optimize the accounts.
There is no clear answer on which paid search advertisement is better; rather, it depends on the budget and needs of the company. Google Ads have many benefits, but if it is not utilized correctly, the results can be expensive. Microsoft Advertisement has a smaller reach, but it is not as undefined as Google Ads. Both are worth looking into and experimenting with to see which one will exceed the goals of the company.
