When it comes to paid search advertising, there is a lot of debate around which tool is best for the job: Bing Ads or Google AdWords. Because of Google’s universal popularity, it can be easy to assume that AdWords is the “go-to” tool. But Bing’s share of search has seen significant growth in recent years, making it a more viable option for many advertisers.
PPC (pay-per-click) advertising is a cost-effective marketing strategy for SME owners as it means you only pay when a user actually clicks on your online advertisement. MediaVision uses both Google AdWords and Bing Ads for our PPC campaigns and we’ve been impressed by the returns Bing can generate for our clients.
The Cost Per Click Difference
Any small business owner knows just how tricky it can be to advertise on a budget and will be on the lookout to save on costs. So, how much does Bing Ads cost compared to Google AdWords?
Because Bing PPC has less competition for fewer advertisers bidding, the costs of the platform are lower. Statistics from ReportGarden show that Bing Ads has a CPC average of $7.99, while AdWords has an average of more than double that, at $20.08. Cheaper clicks can certainly help to stretch your online marketing budget that much further.
The Click-Through Rate Difference
Potential customers are seeing your ads, but are they clicking through to your website? Click-through rate (CTR) determines the kind of response your ads are receiving.
A sample test run by Blue Corona showed CTR on Bing to be 34% higher than AdWords. It’s important to note that, because Yahoo and MSN both offer financial reporting, Bing Ads will typically have a higher CTR for shopping and financial services searches. Clients in other fields may find they get a better click-through-rate from Google.
The Reach Difference
Google has long been hailed as the ruler of the search engine market, processing an average of over 40,000 search queries every second. The platform is naturally known for having the kind of reach that dwarfs its competitors.
However, the numbers show us that Bing is on the rise, refusing to stay hidden in Google’s shadow:
• 136 million unique searchers use the Bing Network
• Bing has 34% of the desktop search engine market share worldwide
• Bing Ads reach 63 million searchers that Google AdWords doesn’t reach
We’re not here to tell you “why Bing is better than Google”, but when looking at PPC marketing, it pays to consider all the options available. While the Google name has a lot of brand power behind it, advertisers who ignore the smaller search engines like Bing are missing out on a huge opportunity.
The MediaVision Difference
We’ve noticed that many paid search accounts neglect Bing and don’t show a good understanding of how it works. Simply “syncing” a Bing account with AdWords is not enough. Bing campaigns, keywords and advertisements perform differently to those in AdWords and need to be tailored according to Bing’s features.
In today’s competitive PPC market, we typically recommend a 70/30 spilt to most of our paid search clients, with a 70% focus on AdWords and a 30% focus on Bing. Our approach has resulted in increased ROI and decreased costs per acquisition.
Speak to our paid search specialists for expert advice on how to advertise on Bing, how to optimise Bing Ads, and how to run the most effective campaign for your business.