Every time we hear about online advertisements the first thing that pops into our mind is Google ads (Bing Ads vs Google Ads). which business owners use as the biggest tool to promote their business and sell their services. But do you know that Bing ads are just as useful as google ads are? “In fact with a single Bing ad buy, you can reach 162 million unique searchers using Microsoft and Yahoo sites”. Just imagine the pool of users you will be touching with it. 

But our job here as a well-renowned digital marketing agency is not to advocate for either google ads or bing ads. Our sole purpose is to present the facts and let you decide what is best for your business. So today we are going to discuss the major difference between google & bing ads. But before that here’s another interesting fact about bing advertising that you should know “Search queries for local, travel, shopping, and health-related services make up 30-40% of total queries on Bing. These sessions tend to be longer and more complex, so Bing might be worth looking into if your business falls into one of these categories.”

The difference between Google ads and Bing Ads

The motive of both Google and Bing is the same. Both are providing you with the platform to reach a large mass of people through advertising, driving traffic to your site, and increasing the number of potential customers for your product. Thus, increasing your ROI, that is, Return On Investment. So, it is generally thought that both are providing the same services. But this is not so. So, here we will look at how the two platforms differ.

Bing Ads

Though Bing Ads campaigns are not as famous as Google Ads, it also has a great deal to offer to its advertisers. Bing Ads is controlled by Microsoft and thus takes advantage of Microsoft’s three search engines, Bing, Yahoo, and AOL. And, when you run any PPC campaign on Bing, your ads will be shown on all three engines, which in turn will broaden your audience reach.

Pros of using Bing

• The first advantage of advertising on Bing is getting a broader reach to your targeted audience. If you advertise on Bing, it will also run on Yahoo and AOL. This allows you to reach out to many.
• Secondly, though Google search traffic is heavier than Bing, there are more advertisers to compete for. With Bing, your search volume will be smaller and with less competition. This will increase the chances of your PPC Campaign being more successful.
• Also, Bing Ads management services give you an intelligent option of assigning each of your Ad groups a different time zone to run.
• Last but not least, Bing Ads will be softer in your pocket than Google ads. This is because Bing ads have less competition which allows your PPC Campaign to perform successfully. As a result, the average PPC Cost for a Bing Ad is more minor than Google Ads.

Cons of using Bing

• We all know that the Google search engine has a broad user base compared to Bing. So by advertising on Bing, you can save money but at the cost of a broad user base on the Google search engine.
• Also, Bing ads provide a complicated interface and are less flexible than Google ads. There are fewer options for automated bidding on Bing.
• There is less flexibility with your ad copy on Bing. For example, there can be around 3potential ad headlines on Google ads, whereas the number is only 2 on Bing. In addition, on Google ads, the word description can go up to 90 characters instead of 80 on Bing.
• Bing allows you to campaign only in around 12 languages compared to over 40 languages of Google Ads.

Google Ads

As we all know, Google is the most popular search engine in the world. And Google ads are the most popular PPC platform for Campaigning. This is because it has a broad reach to many people. Two types of Google Ads Campaigns are search-based campaigns for those target audiences looking for business within your industry. Display ads are the second type of campaigning used to increase brand awareness and find new potential leads. 

Pros of using Google ads

• The primary purpose of any advertisement is to increase awareness about the product. This can be done only when you have an excellent reach to the public. Google ads help you in this. Compared to Bing Ads, Google Ads has a wider reach as it has a large user base.
• Google Ads are intuitive and easy to use. Google provides everything you need, like a keyword planner or analytic tools. In addition, it offers a lot of diversity to your Ads. 
• Google Ads management services give you the best targeting options. They include things like audience targeting in terms of their demography, remarketing, location, and many more. 
• One of the best advantages of Google Ads is that it makes language targeting very easy to target over 40 languages.

Cons of using Google Ads

• High competition due to an increasing user base is one of the disadvantages of using Google ads, and this means your top keywords will have more companies bidding for. So, the reach of google can be considered a double-edged sword.
• More people bidding for the same keyword makes the campaign more inflated. Thus, it will cost you more.
• When you place your advertisement on Bing, it reaches the Bing audience and the whole Microsoft audience. People using Yahoo and AOL will also be able to see the advertisement placed by Bing.
• Speaking about Google, it restricts the type of advertisement you can place according to its guidelines. For example, there are bans on specific ads for the alcoholic. 

• High competition due to an increasing user base is one of the disadvantages of using Google ads, and this means your top keywords will have more companies bidding for. So, the reach of google can be considered a double-edged sword.
• More people bidding for the same keyword makes the campaign more inflated. Thus, it will cost you more.
• When you place your advertisement on Bing, it reaches the Bing audience and the whole Microsoft audience. People using Yahoo and AOL will also be able to see the advertisement placed by Bing.
• Speaking about Google, it restricts the type of advertisement you can place according to its guidelines. For example, there are bans on specific ads for the alcoholic. 

Bing Ads vs Google Ads Conclusion

The concept behind both search engines is the same. Both Google Ads and Bing Ads are designed to reach out to the public and advertise your products out there. But indeed, both platforms have different degrees and potentials to address the queries of the advertisers. So while using Bing can be beneficial for you as a startup owner, if you have a reasonable budget, you can go for Google as it has a broader reach and will provide you with better features in targeting your audience.