Advertisements are paid communication tools or messages used in marketing and advertising campaigns to raise potential customers’ awareness, interest, and desire for specific products or services. In the digital space, this is represented by competitive ad spaces hosted on search engines.

Currently, businesses’ main options for ads are either on Bing or Google. While Google is more recognizable as a search engine platform, there are disadvantages and advantages when hosting either ad type.

What Are the Differences Between Google and Bing Ads?

Because of their many ads in the shopping and financial resources niches, Bing ads have higher click-through rates (CTRs) for shopping and financial services search verticals. 

While its click-through rates are not as high as Google’s, they are still very respectable. Google tends to have higher search prominence and greater competition for keywords in the finance, insurance, and legal verticals. However, Bing ads deliver higher conversion rates at lower cost-per-click (CPC) rates, translating to more bang for your buck.

Moreover, like Google, Bing Ads collects a lot of information about your personal preferences to give you a better experience with their ads. Bing Ads has a limited number of ad types, but the built-in features of AdCenter make it the preferred choice of many advertisers.

What Are Bing Ads’ Advantages Over Google Ads? 

1. Higher Click-Through Rates

Bing started out testing social extensions in 2014, depicting the number of Twitter followers an advertiser has next to their ad.

In addition, Bing Ads has a higher click-through rate for Shopping, Financial Business, and Consumer Services verticals. They have seen an excellent lift in CTRs on their shopping campaigns even though they are running against Google Shopping.

2. Campaigns in Different Time Zones Are Possible With Bing Ads

When you create a Google Ads campaign, you must specify your ad scheduling, location, network, and language and thus are limited to these campaign settings. By comparison, Bing Ads does not require you to create a new campaign to account for time changes or configuration changes. 

3. Its Interface Is Easy to Use

Bing Ads is also easy to use as it offers a customizable interface. Advertisers can easily filter through the dashboard to see the latest information concerning their campaigns and performance. This is a breeze compared to Google’s interface, which is confusing and very far.

4. Bing Ads Can Be Used To Track Conversions

Bing Ads is one of the few, if not the only, platforms where you can utilize conversion tracking, which is a must for effective PPC advertising. You can do this through the Bing Ads Editor, an online tool that allows you to edit your account online.

Advertisers are billed at the end of the month, and you can also check your statement on the Microsoft Billing Center. 

5. Bing Ads Can Be Used To Build Custom Audiences

Bing Ads offers the capability to build custom audiences. This is a great way to target specific people based on their demographic, behavioral, and interest data.

6. Bing Ads Pricing Is More Affordable Than Google Ads

One of the reasons why Bing Ads is good compared to Google Ads is that the former’s pricing structure is more comparable to the pricing structure of Bing. For example, if you want to purchase a product that costs $0.75 on Google Ads, the exact outcome would be $0.75 on Bing Ads.

Conclusion

Bing Ads gives advertisers a lot of bang for the buck. It has better click-through rates for shopping, financial and business, and consumer services. Frequently, it delivers higher conversion rates at lower cost-per-click (CPC) rates, which translates to more bang for your buck.

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today