When it comes to Pay Per Click ads you want to get the most bang for your buck, but which search engine is going to give you that? Each one has unique features and benefits, so it’s hard to say but these are our thoughts.
For starters, Google controls 2/3 of the market between Google Search Network and Google Display Network. Google Search Network refers to the search features like Google Search, Google Shopping, and Google Maps. While Google Display Network refers to the other non-search based sites like Gmail, YouTube, or Blogger. The Yahoo! Bing Network offers similar options between the Bing-Search Network (Bing and Yahoo! direct properties) and the Bing Content Network (Bing and Yahoo! owned and operated websites).
Cost-wise if you’re looking for cheap, Bing is the winner. The cost per click on a Bing ad is 50 to 70 percent less than that of a Google ad. The impression cost is 76 to 90 percent lower, but it’s important to note that you’re also getting significantly less impressions using Bing. The CTR (click-through rate) is also exponentially higher on Google. So you may be paying less, but less people are seeing your ad when you use Bing. An advantage though is that there is then 36 percent less competition between advertisers on Bing.
When it comes to settings, Bing offers a little more flexibility in most areas (but not all). While Google AdWords allows you to adjust your budget by day, Bing Ads allows you to have either a daily or monthly budget. In Google AdWords you’re limited to location targeting at the campaign level, however Bing Ads allows you to adjust it at both the campaign and ad group level. However, if you like to get super organized with your ads keep in mind that Bing Ads doesn’t offer labeling, Google AdWords does. Google AdWords also allows for different sizing and format options for the images on your ads. Bing Ads doesn’t even allow for images with your ads, text only.
In conclusion, both platforms have unique advantages making it hard to declare a winner. If you’re looking for the cheaper option or more flexibility with your ads then Bing is definitely the way to go. Want an image with your ad? Looking for more impressions and a higher CTR? Google AdWords is the platform for you.