Pay Per Click (PPC) advertising is often regarded by many as the fastest method to gain exposure and traffic on the Internet.
By specifying a monthly budget, you can instantly expose your website or brand to your target audience on the Search Engine Rankings Page (SERP), and even on 3rd party partner websites.
As opposed to organic SEO, which can sometimes take between months and years to rank well for highly competitive keywords, PPC is great for new companies who do need a strong presence on the Internet but can't afford to wait for an extended period of time and need instant traffic or results.
Google AdWords is by far the largest and most popular PPC advertising platform available today.
Microsoft also has an established PPC advertising platform known as Bing Ads.
Find out more about the difference between Google AdWords & Bing Ads
Market/Audience share - Google is by far the largest search engine holding around about 65% of the
market. Bing is a distant second holding approximately 17%, with Yahoo third with 10%. It is safe to say
that most of your target audience is on Google but don't exclude Bing & Yahoo without giving it a try.
Dual search engines - In order to compete with the sheer size of Google, Bing Ads also runs its ads on
the Yahoo search engine. This is great as you are effectively killing two birds with one stone albeit with a
smaller market share as previously noted.
Usability – From my own personal experience, Bing Ads can be a real headache to use. The user
interface is rather dull and lacks color, making it very uneasy on the eye and sometimes difficult to
navigate. Google AdWords on the other hand, is well structured with great use of color, making
navigation super easy in comparison.
Import Campaigns – Bing Ads has a really cool feature allowing you to import your existing campaigns
directly from Google AdWords. This can save you a lot of time if you set up your campaign on AdWords
first then transfer it over to Bing Ads. If you do it the other way around, you will need to set up both
campaigns manually. Be aware however that what may work on Google AdWords may not produce
results on Bing Ads so sometimes it is best to look at both from an independent viewpoint.
Cost-Per-Click – Due to the significantly lower market share, Bing Ads has a much lower cost per click (CPC) for the
same or similar keywords compared to Google AdWords. This should allow you to stretch your
advertising budget further.
Competition – Due to the smaller market share, Bing Ads has much less competition. Again this will
make your average CPC significantly less which is a very big win, particularly for those with small
Intelligence tool – Bing Ads has a powerful keyword research tool known as Bing Ads Intelligence. This
tool allows you to build and expand on your keyword list in a familiar Microsoft Office Excel interface.
Google AdWords has its own keyword research tool known as the Keyword Planner. Both Keyword tools
are independent, meaning once again that what works with AdWords may not exactly work with Bing
Ads so be aware when setting up your campaigns.
So there you go, we hope you've enjoyed our brief outline on the differences between Google AdWords
and Bing Ads. You may now be wondering which one is the better alternative? My advice is to use both
for their own strengths. These are: Google AdWords for its significantly larger market share, and Bing Ads
for its cheaper clicks & conversions on duel search engines (Bing & Yahoo).