Online PPC ads are vital for businesses worldwide and they’re used to help brands compete within the ever-growing digital landscape. One thing is for sure, Google and Bing ads certainly don’t come cheap. However, when executed correctly the rewards can far surpass the initial investment.
It’s important to invest in the most relevant ad option for your business, and ultimately the one which will generate the best results.
Google Ads Overview
Google ads are heavily invested in, with many businesses using them in attempt to appear higher in search results. Google ads work on a PPC (pay per click) basis and offer a range of different campaign types to choose from. Google receives an incredible number of visitors, which means there’s a very high chance of reaching your target audience.
When setting up a Google ads campaign, ad quality should be a top priority as this impacts your quality score. Ads with an optimised bid and relevant copy will have a better-quality score and will therefore contribute to better performance.
Google ads not only appear in Google search results, but you can choose to also promote across the Google search network. Examples of these include:
- Google Play
- Google Maps / Google Maps App
- Google Images
Google ads typically achieve higher conversion rates than Bing ads. Although the difference isn’t too drastic. If your budget is limited, Google ads are likely to bring you greater success.
Bing Ads Overview
Bing ads are very similar to Google PPC ads in terms of the format. For example, you only pay when ads are clicked, and daily budgets are set in attempt to try outbidding your competition. Typically, Bing ads require a lower bid amount than Google ads with the average CPC sitting approx. 70% lower. However, Bing doesn’t generate as much traffic as Google, therefore the bid is relative to the volume of users. Despite Google taking the lead for many years, Bing’s still competing, accounting for almost 34% of the global search engine desktop market share.
When advertising on Bing, your ads are displayed across the Microsoft network, helping you to reach a greater audience. These consist of the following:
Conclusion – Google Ads Vs Bing Ads – Which Actually Is the Best Platform?
This should be treated on a business-by-business case, and it depends on various factors, examples of these include:
- Target audience
- Campaign objective
- Allocated budget
If you’re trying to reach a broad online audience, both platforms are capable of generating excellent results. Depending upon budget, it may be possible to run campaigns on both platforms and this could offer the ideal combination. Combined they can enable you to reach a wider audience and generate additional clicks which could’ve been missed. There are many other potential benefits of taking this approach but note, this might not be suitable for every business.
Are you looking to run a PPC campaign but not sure where to start or what platform to use? Contact our friendly, knowledgeable team today to discuss the different routes available and discover the perfect approach for your business.
Call 0113 467 5392 or submit a contact from and we will be in touch as soon as possible.