Bing and Google are both one of the biggest Search Engines, which of course make them very popular for businesses to advertise on these two platforms. While Google is more popular doesn’t mean it is better than Bing. They have a lot of similar features and but also differences.

Deciding on what to use depends on the business, what the budget is, what audiences are targeted, and if it will help to produce more conversions and revenue.  Sometimes both advertising services can complement each other and other times only one ad provide brings the desired outcome

Let’s take a look at what features Bing Ads vs. Google Ads offer and what makes them unique from each other.

Bing Ads

Starting with Bing Ads or Microsoft Advertising, which offers advertising on a variety of search engine websites. This means that created ad campaigns may not only show on Bing but on other partner platforms like ecosia or yahoo.

An ad appears similar to other search results with a title and description in the search engine where they are on top of normal results or the left side, depending on what the advertiser pays and the popularity. The ads use PPC (Pay per click), which means every time someone searches for a keyword and clicks your link, you pay for that click through the advertising platform.

Other methods are Pay per Call if you want customers to call you in person to provide a more personal and better experience which can be useful if you sell a service, for example. Or, if you offer products, you can also choose to pay per conversion, so you only pay when someone purchases a product or makes a specific acquisition like newsletter sign up, a download, or registration on your website.

The Cost depends on the search volume of the different keywords you choose as well as the price that your competitors pay for the keyword.

Another essential feature is targeting filters where you can target the right audience. You can decide where potential customers should be from and target per language and age, inclusive of other useful demographic filters. As well you can filter if you want mobile traffic or desktop traffic, what time your ads are displayed, and on if you’re going to advertise on other platforms except for bing, which is available on Microsoft advertising.

Bing introduced a new Microsoft Bing chatbot that uses GPT-4 technology that was developed by OpenAI. The Chatbot answers questions in all types of languages, similar to Chat GPT. This new tool also increases the number of Bing users.

The Bing chatbot also shows ads which is another effective solution for advertisers that are using Bing Ads over Google ads.

Google Ads 

The bigger platform is google ads, which offers similar advertising methods to the above-described bing ads. You also can choose what pay concept you want to use if you pay per click, call, or conversion. Similar is the targeting; you can reach an audience by targeting different demographics and choosing various filters.

However, google ads platform offers a second advertising form, which is display ads. They appear with text and images on all types of websites across the internet. A website owner can sign up to get the display ads for his site in return, and he receives a small portion of the money that advertisers spent on an ad campaign on google.

The cost and budget you choose depend on how you are targeting and the competition of a specific keyword.

The Difference between Bing Ads vs Google Ads

While Google ads may reach a larger audience, it doesn’t mean it is better than Bing ads. A broader reach may help to get more impressions on your campaign, but on the other hand, it maybe gets lesser clicks and conversions, which makes it more expensive. Although Bing reaches people that don´t use Google, so it depends on the targeted audience. While Bing has a demographic that may reach more people between 35-54 years and older and around 46% are married with a higher income. In comparison, Google often reaches a younger audience as well as people of all ages.

Microsoft has a lower cost per click because there is lesser competition for a keyword than on google. The price also depends on which industry your business is in, for example, specific keywords for diseases are often more expensive.  To find the right keyword for advertisement, you can use a third-party keyword research tool with useful data and insight or use the free Bing keyword research and google the keyword planner. Where you can see data on cost and traffic, and search volume you get for a keyword.

Bing has cheaper and often a higher click-through rate, so more people click on ads, but the traffic is sometimes of lesser quality. So you may pay more for conversion than you would on Google, but it could also be the other way around.

You can choose if you want to use a daily (monthly) budget or no limit and if you want to set a specific bid rate for a keyword or automate the bidding of the keywords. The higher you bid for a keyword is, the more your ads get seen and clicked.  If you pay for a keyword $2,50 per click, and the recommendation is higher, you most likely don´t land in first place in the search engine. So it is maybe better when you haven´t enough experience and money to start with automatic bidding and later on test different click prices.

On Google, it is similar, but you have to be careful with setting a budget because it isn´t a daily budget it is an average daily budget. It means your campaign budget is parted into days left in the month, so ten days with a daily budget of 45$ are 450$, you have to pay at the end of the month. Every day can be different; sometimes, it costs more and sometimes less, but it doesn’t exceed the monthly budget.

This is why it is crucial to set time limits and monitor your campaigns, especially on Google, it can get extremely expensive in a short time.

When you run an ad campaign on Bing, you can get more transparency about where your ad is coming from. Which gives you the opportunity to decide on which website you want to run your ads.

Both offer many features and targeting options; it is often really hard to make a successful campaign, and it gets overwhelming when you don´t know where to start. So a guide and tutorial to learn about advertising platforms are really helpful.

This is why Microsoft offers a free learning lab for advertising, where you can learn everything you need for advertising on bing. Google has a similar course series for google ads, which helps you to gain knowledge about Search, Display, Video, Shopping ads, and Measurement.

The Updates and Interface changes are often made first by Google, and then Microsoft follows. But Microsoft is also integrating features that Google doesn´t have. As an example, you can import keywords and campaigns from google to bing ads, which in revert isn´t possible.

The Interface in general on bing can be a little bit confusing at first, but the more familiar you become with it, the easier it gets. In comparison, the Google ads platform has a clearer overview of the ad campaign interface but also needs a bit of time to understand where to find everything.

In terms of support personally, my opinion is that I got a better experience with the Bing ads support. They have a Live Chat feature if you don´t want to make a phone call, and you get quick and helpful answers. Google offers phone calls and Email Support. Because of the huge amount of ad marketers, you have to wait a long time. For example, I waited two weeks for an answer per Email, which didn´t even help me.

You got from both a coupon code when you spent a fixed amount on ad campaigns at your first sign-up. For Bing ads, you get a Coupon Code of up to 100$, depending on your Currency and where you are from.

Google ads also offer a Coupon of up to 100$ for the first sign up if you fulfilled the conditions.

Which advertising platform is better?

If you have the budget go for both google and bing ads because you can test what works and what does not it gives you the best results. While it is a good idea to check Google ads first and then when you have successful ad campaigns, you can import them to bing ads.

Overall, for small businesses and startups, bing ads can be better, you may get fewer visits to your website, but if you have a good campaign, you gain a lot of conversions, which can be the cheaper option in comparison. This will help a lot if you are starting and don´t have a massive budget.

No matter what advertising platform you choose, you should learn the features and functions or outsource it because a campaign can get pretty expensive if you don´t set it up and monitor it the right way.

Also, be sure to think about what people you want to target, where they are from, their age and interest, and other available demographics you can target. When you find a good target audience and use appealing ad texts and descriptions, your campaigns will perform a lot better. Of course, the right keyword is also a major factor for successful ads.

If you have an online business, it is a good idea to make use of online marketing tools that help you to grow your website traffic and conversion rates. This tool platform can make automatization easier as well as give you the knowledge you need to create a profitable business.

Maybe you also want to know what other ad types and SEO strategies you can use to improve your ranking and traffic?

Then you can learn more about this seo and ads article .

Feel free to share your experience with Google ads and Bing ads.

FAQ

What is the difference between Bing Ads and Google Ads?

Bing Ads and Google Ads are two advertising platforms owned by Microsoft and Google respectively. The main difference between the two is the search engine they serve ads on. Bing Ads display ads on the Bing search engine, while Google Ads show ads on Google search engine.

Are there any differences in the demographics of Bing and Google users?

Yes, there are differences in the demographics of Bing and Google users. Bing tends to have an older user base, with a higher percentage of users over the age of 35. On the other hand, Google has a wider reach and appeals to a younger audience.

Can I use Bing Ads if I already use Google Ads?

Yes, you can use both Bing Ads and Google Ads simultaneously. In fact, many advertisers find it beneficial to run campaigns on both platforms to reach a larger audience and diversify their advertising strategy.

What types of ads can I run on Bing Ads?

Bing Ads allows you to run various types of ads, including text ads, display ads, and shopping ads. You have the flexibility to choose the ad format that best suits your advertising goals and target audience.

How do Bing Ads and Google Ads compare in terms of PPC (Pay-Per-Click) ads?

Bing Ads and Google Ads both offer PPC ads, but there are differences in the way they operate. Google Ads has a larger search network and generally receives more search traffic, which can result in higher click volumes. On the other hand, Bing Ads tend to have lower competition and lower cost-per-click rates.

Which platform is better for my business, Bing Ads or Google Ads?

The choice between Bing Ads and Google Ads depends on various factors such as your target audience, advertising goals, and budget. It is recommended to analyze your target market and experiment with both platforms to determine which one yields better results for your business.

Can I run display ads on Bing Ads?

Yes, you can run display ads on Bing Ads. The platform offers the option to target the Microsoft Audience Network, which includes partner sites and apps where your display ads can be shown.

What are the differences between Microsoft Advertising and Google Adwords?

Microsoft Advertising is the rebranded name of Bing Ads, and it is owned by Microsoft. Google Ads, on the other hand, is owned by Google. While both platforms offer similar advertising features, there may be differences in functionalities and the way campaigns are managed.

Can I use Google Ads and Microsoft Advertising interchangeably?

Although Google Ads and Microsoft Advertising offer similar advertising opportunities, it is not recommended to use them interchangeably. Each platform has its own unique features and target audience, so it is best to tailor your campaigns to each platform for better results.

What are the main differences between Google Ads and Bing Ads in terms of search ads?

Google Ads has a larger search network and generally receives more search traffic than Bing Ads. This means that running search ads on Google Ads can potentially result in higher visibility and click volumes. However, Bing Ads tends to have lower competition and lower cost-per-click rates, which can make it a more cost-effective option for certain advertisers.

Which platform is better for click-through rates?

Generally, Google Ads has higher click-through rates compared to Bing Ads. This is because Google has a larger user base and more popular search engine, so your ads are more likely to be seen by users.

Can I run text ads on both Bing Ads and Google Ads?

Yes, both platforms allow you to run text ads. Text ads are a common type of ad where you can create a short ad copy with a headline and description to promote your product or service.

Which platform offers shopping ads?

Google Ads offers shopping ads through its Google Shopping platform. Shopping ads allow you to showcase your products with images and pricing information directly in search results. Bing Ads also offers shopping ads, but they are less commonly used compared to Google Shopping.

Can I run display ads on Bing Ads and Google Ads?

Yes, both platforms allow you to run display ads. Display ads are graphical ads that can be shown on websites within the display network. The display network consists of various websites that have partnered with the ad platform to display ads.

Which platform has a larger user base?

Google Ads has a larger user base compared to Bing Ads. Google is the most popular search engine globally, with a significant market share, while Bing users are a smaller number. However, Bing still has a substantial number of users, so it can be worth considering for your ad campaign.

What are the advantages of using Microsoft Ads over Google Ads?

One advantage of using Microsoft Ads (formerly known as Bing Ads) is that the competition is lower compared to Google Ads. This means that the cost per click (CPC) is usually lower on Bing, making it potentially more cost-effective for advertisers. Additionally, Bing allows for more granular control over settings at the campaign level.

What are the advantages of using Google Ads over Bing Ads?

One advantage of using Google Ads is that it has a larger user base, which means your ads have the potential to reach more people. Additionally, Google Ads offers a more extensive display network compared to Bing Ads, giving you more opportunities to showcase your ads on various websites.

Which platform has a higher average conversion rate?

Generally, Google Ads has a higher average conversion rate compared to Bing Ads. This is because Google is a more popular search engine, and users may have a higher intent to purchase when using Google. However, the conversion rate can vary depending on the industry and targeting strategy.

Can I run ads on both Bing and Google simultaneously?

Yes, you can run ads on both Bing and Google simultaneously. In fact, it is recommended to diversify your advertising efforts and reach users on multiple platforms. By running ads on both Bing and Google, you can maximize your reach and potentially target different audiences.