It’s a question every marketer asks themselves. When you’re spending money on PPC advertising, you expect a reasonable return. But with Google’s Ad Words dominating the space, and the market so saturated, is it worth fighting everyone else for a slice of the pie?
Bing Ads has been around in its current form since 2012 and owns just 33% of the market share in the United States. That means roughly every 2 out 3 people are using Google AdWords.
The question is: Should you be looking to utilise the relatively under-used Bing Ads over AdWords, stick to AdWords and the stiff competition, or maybe a mix of both?
AdWords Vs. Bing Ads: The Pros and Cons
Both platforms have their pros and cons, with the easiest to spot being competition. Put simply, there are less people using Bing Ads. That means cheaper ads and less competition – very enticing. However, a lot of that is due to a much lower percentage of people using Bing compared to Google. According to NetMarketShare, Google’s search engine share sits at 72.47%, with Bing sitting in third place with just 7.64%.
In the Red Corner…Bing
So yes, Bing has less users, but one thing it does do better than Google is its controls. At the campaign and group levels, you’re able to customise time zones for campaigns, an essential option if you’re targeting customers globally. Bing also allows PPC advertisers more freedom and control over search partner targeting, meaning advertisers can select specific search partners if they so choose. Additionally, you’re able to see which search partners are directing most traffic to your website. Throw in better social extensions, control over search demographics, a more mature audience (over three quarters of Bing users are over 35 years old) and more besides, it’s difficult to see why PPC advertisers aren’t using Bing.
And in the Blue Corner…Google
Google is popular; as previously mentioned, it accounts for almost three quarters of all search traffic. That’s a lot of traffic to ignore when looking to advertise to users on the web. While it means everyone else is looking to do the same, it doesn’t mean AdWords I the wrong path to take.
In fact, it’s a smart move to make; according to Search Scientist, click-through rates (CTR) are higher overall in comparison to Bing Ads. That means every cent spent garners more interest for your business. Sure, the costs are higher, but so is the customer interest.
This is the major advantage to using AdWords; it’s well-known, it’s used by the majority of advertisers, and most of your potential customers are searching on Google. You wouldn’t put a billboard up on a quiet country road if the next road over is a highway used by thousands every day, would you?
While Google holds the top spot, there is a third way.
The Fight is Over: Your ROAS is Better Using Both
Instead of choosing between AdWords and Bing Ads, use both. Bing holds the advantage of being the cheaper platform to advertise on, while Google hold the higher potential traffic sources, with a higher overall cost.
If you have the resources to do so, combine the power of both platforms. AdWords can deliver high volumes of traffic, while Bing allows you to test new waters at a relatively cheap cost. That gives advertisers like you freedom to experiment, find what works, and even discover niched traffic that other advertisers might be unaware of. That in itself is worth its weight in gold.
The likelihood is that you’re already spending a considerable amount with AdWords. Set aside a budget for Bing Ads, and test the waters. You’re likely to be surprised by the results you get, while minimising the risk of completely switching advertising platforms.
How Can Windsor.ai Help?
Okay, so you’ve decided to combine the power of Google and Bing, and watch your business flourish. But ouch – that’s a lot of data and analytics to keep up with. Now you have two dashboards to sign into and keep track of.
Windsor.ai will connect to and automatically integrate all data sources, meaning you can easily keep track of all these new campaigns you’re activating. Keep the administration work to a minimum and maximise your ROAS.
Find out more about how Windsor.ai can help you here.