1. Google Ads and Bing Ads are both PPC Advertising Platforms
Google Ads and Bing Ads are both PPC advertising platforms designed to reach targeted audiences. Therefore, using both platforms will broaden your reach, drive more traffic, and increase your revenue.
2. Google and Bing Both Offer Multiple Networks
Google offers two advertising networks, the Search Network, and the Display Network. Bing is owned by Microsoft, which owns Bing, Yahoo, AOL (yes, AOL is still around–for now), and Duck Duck Go. That means when you advertise on one platform, your ads are seen across each of their other networks.
3. Google and Bing Both Use Display URLs
Google and Bing both use display URLs underneath their ad headlines. The only difference is that Bing uses bold highlighting for their URLs, and Google doesn’t. Displaying the URL makes it easier for the user to find your website. This is because they just click the linked URL rather than having to search for your website’s address.
4. Bing PPC Ads Are Cheaper Than Google PPC Ads
Bing has a lot less advertiser competition than Google, making Bing PPC ads cheaper. So it makes sense to spread out your marketing budget. Using both means, you broaden your audience and your marketing spend, meaning you will get more advertising for your marketing dollar because the Bing ads are cheaper.
5. Both Have Unique Characteristics
Google and Bing both have unique characteristics that complement each other. Google has enormous search volume, and Bing has less competition. So with Bing, your clicks will have a lower PPC rate and will generally have higher positioning. But with Google, you will get more search volume.
6. Description Text and Keyword Research Tools
Google and Bing both now allow a maximum of 80 characters for the description text. And both offer keyword research tools with broad match and negative keyword capabilities. Having more characters to describe what your content is about gives you more of a chance to convince the user to click on your content versus your competitor’s content.
7. Google and Bing Both Offer Sitelink Extensions
Both Google and Bing offer advertisers the opportunity to add additional information to their ads. The ability to add extra links enables an advertiser to highlight important information such as pricing, free trials, demos, and downloads. And, since this information is much larger than the surrounding text, it is more likely to catch the readers’ attention.
8. Bing Ads Is Growing Rapidly
Bing Ads is one of the fastest growing advertisement platforms in the world. Microsoft has been able to successfully maintain its market share and grow its customer base. The platform is gaining appeal because it provides advertisers with more than just a search engine. The addition of innovative advertising tools like Sponsored Links, Display Banners, and Video Advertisements have given advertisers more options for reaching their target audience.