{"id":23706,"date":"2024-03-15T09:00:37","date_gmt":"2024-03-15T16:00:37","guid":{"rendered":"https:\/\/www.primeview.com\/?p=23706"},"modified":"2024-04-11T18:13:02","modified_gmt":"2024-04-12T01:13:02","slug":"microsoft-bing-vs-google-ads-battle-of-the-best-ppc-ad-platform","status":"publish","type":"post","link":"https:\/\/www.primeview.com\/blog\/microsoft-bing-vs-google-ads-battle-of-the-best-ppc-ad-platform\/","title":{"rendered":"Microsoft (Bing) vs. Google Ads: Battle of the Best PPC Ad Platform"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">On the subject of <\/span><a href=\"https:\/\/www.primeview.com\/digital-marketing\/pay-per-click-ppc\/\"><span style=\"font-weight: 400;\">PPC advertising<\/span><\/a><span style=\"font-weight: 400;\">, Bing Ads and Google Ads are commonly pitted against each other. Some business owners even disregard Bing, unaware of its advantages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both platforms have pros and cons in terms of costs, audience targeting, and performance. If you&#8217;re looking to run online ads, PrimeView can help you decide whether Bing, Google, or both fit your goals and budget. We&#8217;ll break down:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does Google have a higher reach?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Are Bing Ads worth it?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which platform is more affordable?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which will produce more leads and conversions?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Does Bing offer better targeting capabilities?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can I run ads on both Bing and Google?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In an article we published back in 2021, we listed the <\/span><a href=\"https:\/\/www.primeview.com\/blog\/this-will-fundamentally-change-the-way-you-look-at-bing-ppc\/\"><span style=\"font-weight: 400;\">reasons to run a Microsoft Ads campaign<\/span><\/a><span style=\"font-weight: 400;\"> and how to do it. Here, our goal is to give you a side-by-side comparison of Bing Ads and Google Ads. By the end of this read, you can ensure the success of your next online campaign.<\/span><br \/>\n<img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.primeview.com\/wp-content\/uploads\/1-19.png\" alt=\"\" width=\"957\" height=\"352\" class=\"alignnone size-full wp-image-23742\" title=\"\" srcset=\"https:\/\/www.primeview.com\/wp-content\/uploads\/1-19.png 957w, https:\/\/www.primeview.com\/wp-content\/uploads\/1-19-300x110.png 300w, https:\/\/www.primeview.com\/wp-content\/uploads\/1-19-768x282.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><br \/>\n&nbsp;<\/p>\n<h2><b>Bing Ads vs. Google Ads: Similar Features, Different Strengths<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Bing and Google have similar concepts. Both are pay-per-click advertising platforms intended to help businesses connect with targeted audiences, generate traffic, and boost revenue. Each platform also contains distinctive characteristics and advantages, rendering it unique and beneficial over the other.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before discussing their differences, here&#8217;s a brief overview of each platform:<\/span><br \/>\n<img decoding=\"async\" src=\"https:\/\/www.primeview.com\/wp-content\/uploads\/2-19.png\" alt=\"\" width=\"957\" height=\"352\" class=\"alignnone size-full wp-image-23743\" title=\"\" srcset=\"https:\/\/www.primeview.com\/wp-content\/uploads\/2-19.png 957w, https:\/\/www.primeview.com\/wp-content\/uploads\/2-19-300x110.png 300w, https:\/\/www.primeview.com\/wp-content\/uploads\/2-19-768x282.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><br \/>\n&nbsp;<\/p>\n<h3><b>Bing Ads (Microsoft Advertising)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Microsoft, the creator of Bing, operates three major search engines\u2014Bing, Yahoo, and AOL. By advertising on the platform, all three search engines and their partner sites can display your ad. Bing ads introduces your campaigns to a pool of searchers across Bing, Yahoo, and AOL owned and operated sites, including various partner networks like MSN, Outlook, and DuckDuckGo. It&#8217;s a powerful platform, giving Google a run for its money by helping businesses tap into their target audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how Microsoft Ads work:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Microsoft Search Ads:<\/b><span style=\"font-weight: 400;\"> These ads appear on Bing&#8217;s search engine results page (SERP). In a nutshell, you bid on keywords, and your ads will show up when people use and search for those keywords.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Microsoft Audience Network: <\/b><span style=\"font-weight: 400;\">This network encompasses Microsoft&#8217;s partner networks and apps, allowing you to reach audiences well beyond the Bing search engine.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Shopping Ads:<\/b><span style=\"font-weight: 400;\"> Unlike regular text ads, these campaigns let you display quality images to showcase your products and prices in the search results.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>App Install Ads:<\/b><span style=\"font-weight: 400;\"> These ads promote mobile apps across Microsoft&#8217;s various platforms.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.primeview.com\/wp-content\/uploads\/3-17.png\" alt=\"\" width=\"957\" height=\"352\" class=\"alignnone size-full wp-image-23744\" title=\"\" srcset=\"https:\/\/www.primeview.com\/wp-content\/uploads\/3-17.png 957w, https:\/\/www.primeview.com\/wp-content\/uploads\/3-17-300x110.png 300w, https:\/\/www.primeview.com\/wp-content\/uploads\/3-17-768x282.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><br \/>\n&nbsp;<\/p>\n<h3><b>Google Ads<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Google Ads, formerly known as AdWords, is Google&#8217;s PPC platform. It allows businesses to gain and expand visibility across Google&#8217;s properties. Its ad types and channels include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The Search Network:<\/b><span style=\"font-weight: 400;\"> Ads appear at the top or bottom of Google&#8217;s search engine results page. Similar to Microsoft (Bing) Ads, you bid on keywords relevant to your business, and when someone searches for those keywords, your ad appears.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The Display Network:<\/b><span style=\"font-weight: 400;\"> This &#8220;Display Network&#8221; is a group of outside, third-party websites that agreed to feature Google ads. Display ads can be in formats like text, image, video, or <\/span><a href=\"https:\/\/support.google.com\/richmedia\/answer\/2417545\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">rich media<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Google Shopping Ads:<\/b><span style=\"font-weight: 400;\"> These ads show product images, pricing details, and merchant information in Google SERPs. This ad format uses a pay-per-click model, so businesses only pay when a user clicks on the ad.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Video Ads:<\/b><span style=\"font-weight: 400;\"> These ads appear as videos on partner websites like YouTube, which Google acquired in 2016. If you watch videos on YouTube, you might be familiar with how these ads pop up before, during, or after watching a video. Video ads can have various lengths and can either be skippable or non-skippable.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>App Ads: <\/b><span style=\"font-weight: 400;\">These ads allow companies to promote their mobile apps across Google&#8217;s diverse platforms.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.primeview.com\/wp-content\/uploads\/4-7.png\" alt=\"\" width=\"957\" height=\"352\" class=\"alignnone size-full wp-image-23745\" title=\"\" srcset=\"https:\/\/www.primeview.com\/wp-content\/uploads\/4-7.png 957w, https:\/\/www.primeview.com\/wp-content\/uploads\/4-7-300x110.png 300w, https:\/\/www.primeview.com\/wp-content\/uploads\/4-7-768x282.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><br \/>\n&nbsp;<\/p>\n<h2><b>Just How Different Are Bing Ads and Google Ads?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Keeping the above information in mind, also take note of the following before deciding between Microsoft Advertising and Google Ads:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.searchenginejournal.com\/seo\/meet-search-engines\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google is the #1 search engine in the world<\/span><\/a><span style=\"font-weight: 400;\">, with an estimated 81% of the market share. Meanwhile, Microsoft Bing holds approximately 7.73% of the market share in the United States and 3.38% worldwide. These numbers translate to Google Ads reaching a larger potential audience than Bing Ads at present. However, Microsoft&#8217;s recent integration of ChatGPT technology into the platform may expand Bing&#8217;s user base going forward.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bing Ads have powerful targeting capabilities, which are particularly beneficial for B2B\u00a0 (business-to-business) marketing teams. As the default search engine pre-installed on many office desktop computers, Bing Ads is well-positioned to reach B2B buyers who do product and service research at work. In fact, <\/span><a href=\"https:\/\/truelist.co\/blog\/bing-facts\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the majority of Bing&#8217;s users in the US have high incomes<\/span><\/a><span style=\"font-weight: 400;\">, with household earnings exceeding $100,000. This access to business decision-makers allows Bing Ads to reach educated, well-off, and experienced audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost-per-click rates on Google Ads tend to be higher. Since the population of advertisers on Google Ads is larger, there&#8217;s more competition, driving auction prices for keywords upward. For this reason, Bing&#8217;s Return on Ad Spend (ROAS) is often higher than Google&#8217;s.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In addition to the above, you must consider the performance and functionality of both platforms. Here is a comparison of how Microsoft Ads and Google Ads differ in these areas:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Reach<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft Ads shows ads on the Bing search engine and its network of partner websites. While the potential audience may not match Google&#8217;s scale, you can target unique users, including those with incomes higher than $100,000.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Ads features ads on the Google search engine, which processes <\/span><a href=\"https:\/\/www.semrush.com\/blog\/google-search-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">over 5.9 million searches every minute<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Audience<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bing&#8217;s audience tends to be slightly older and concentrates more on specific niches like technology and business.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google&#8217;s users come from different age groups and countries, enabling you to reach a wider range of demographics with diverse interests.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.primeview.com\/wp-content\/uploads\/5.png\" alt=\"\" width=\"957\" height=\"352\" class=\"alignnone size-full wp-image-23746\" title=\"\" srcset=\"https:\/\/www.primeview.com\/wp-content\/uploads\/5.png 957w, https:\/\/www.primeview.com\/wp-content\/uploads\/5-300x110.png 300w, https:\/\/www.primeview.com\/wp-content\/uploads\/5-768x282.png 768w\" sizes=\"(max-width: 957px) 100vw, 957px\" \/><br \/>\n&nbsp;<\/p>\n<h3><b>Competition and Costs<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft Advertising has lower competition in most cases, leading to potentially lower costs per click (CPC).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Ads generally has higher competition for keywords, contributing to higher CPC compared to Bing Ads.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Ad Networks<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft Advertising comprises the <\/span><a href=\"https:\/\/about.ads.microsoft.com\/en-us\/solutions\/microsoft-audience-network\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Microsoft Audience Network<\/span><\/a><span style=\"font-weight: 400;\"> and site partnerships, allowing you to display ads beyond Bing&#8217;s SERPs. Here are some need-to-know statistics about the Microsoft Audience Network:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">MSN has nearly <\/span><a href=\"https:\/\/www.semrush.com\/website\/msn.com\/overview\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">800 million monthly unique visitors<\/span><\/a><span style=\"font-weight: 400;\"> on desktop.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">AOL has 218 million unique visitors per month.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Microsoft&#8217;s exclusive unit on Outlook reaches <\/span><a href=\"https:\/\/about.ads.microsoft.com\/en-us\/solutions\/ad-products\/display-advertising-for-search-marketers\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">225 million monthly visitors<\/span><\/a><span style=\"font-weight: 400;\"> on desktop and mobile.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Xbox gives you access to <\/span><a href=\"https:\/\/www.demandsage.com\/xbox-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">over 120 million active users every month<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">DuckDuckGo garners <\/span><a href=\"https:\/\/dataprot.net\/statistics\/duckduckgo-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">100 million searches a day<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Ads helps you reach customers across multiple Google platforms, including the <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2404190?hl=en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Display Network<\/span><\/a><span style=\"font-weight: 400;\"> (GDN), YouTube, and other owned properties. The GDN alone offers significant global reach, delivering ads to an estimated 90% of internet users worldwide. With a user base exceeding one billion every month, the network serves over a trillion impressions, giving you opportunities to connect with audiences at a massive scale monthly.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Mobile and App Ads<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft Advertising provides options for mobile and app advertising, though its reach might not be as extensive as Google&#8217;s.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google Ads offers many ways to advertise on mobile devices and apps within Google&#8217;s vast ecosystem.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Can You Run Ads on Google and Bing?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Absolutely! Running campaigns on both Google and Microsoft Ads is a surefire way to expand your reach and fill any gaps where your current campaigns are struggling. You can target similar keywords and audiences on each platform, or tailor your campaigns to the different users on Google vs. Bing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The objective of pay-per-click campaigns is to get your business in front of more people, so you shouldn&#8217;t put all of your eggs in one basket. Let PrimeView help you get on both Google Ads and Bing Ads today to capitalize on new opportunities. Call +1-480-970-4688 if you&#8217;re ready for more ad clicks, increased conversions, and higher revenue.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On the subject of PPC advertising, Bing Ads and Google Ads are commonly pitted against each other. Some business owners [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23748,"comment_status":"closed","ping_status":"open","sticky":false,"template":"templates\/single-post-full-width-banner-with-sidebar.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-23706","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/posts\/23706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/comments?post=23706"}],"version-history":[{"count":4,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/posts\/23706\/revisions"}],"predecessor-version":[{"id":23749,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/posts\/23706\/revisions\/23749"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/media\/23748"}],"wp:attachment":[{"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/media?parent=23706"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/categories?post=23706"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.primeview.com\/wp-json\/wp\/v2\/tags?post=23706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}