Google Ads and Bing Ads (also known as Microsoft Advertising) are two of the most popular online advertising platforms. The concept behind both platforms is the same as they allow businesses to display ads on search results and other partner sites, help businesses reach specific audiences, and drive traffic. However, each platform has key characteristics that allow unique advantages. As both platforms continue to advance, it is essential to think of the two as a pair.
Instead of considering Google vs Bing, let’s shift our focus to explore the advantages of combining Google with Bing.
Benefits of Google Ads
Google Ads is the most common online advertising platform. It consists of two networks, search and display. Google holds a significantly larger market share of search traffic as people are more likely to choose Google over Bing. This can potentially lead to a larger audience for your ads. Google Ads offers advanced features and formats. The integration of Google Suite allows for ease of transition. The process of granular targeting within this platform provides more options for targeting and more detailed demographic data.
Benefits of Bing Ads
Owned by Microsoft, Bing Ads has three search engines (Bing, Yahoo, and AOL), so when you advertise on one platform, it is shown across all three. Advertisers can obtain an additional, wider reach with this integration. Since there is less competition in the search query, Bing allows your product or service to populate at or near the top of the page. Additionally, as a less popular platform, Bing can bring a higher ROI for some advertisers. Bing’s user demographic represents higher age groups, higher income levels, and a stronger purchasing power. Bing allows ads to run at a specific time in your ad viewers time zone. Audiences are also able to be targeted based on specific devices and operating systems. Google only allows this to be done with display and video campaigns.
The Power of Both Platforms
The decision between Google Ads and Bing Ads typically depends on your individual business objectives, target demographics, and budgetary constraints. Some companies choose to utilize both platforms simultaneously, aiming to extend their market reach and capitalize on the unique advantages offered by each. It’s essential to monitor and adjust your campaigns continually, regardless of the platform you choose, to ensure you’re getting the best possible ROI. Overall, Bing Ads are the perfect complement to Google Ads and pairing the two together will allow you to go beyond your current reach.