Top 7 Reasons to Run Bing Ads Alongside Google Ads
One of the most frequently asked questions about paid ad campaigns is, “Should I be running Google Ads and Bing Ads simultaneously?” That’s a fair question. Most businesses gravitate towards Google because of its sheer gravity and market dominance. But Bing isn’t small potatoes by any stretch of the imagination. Additionally, there are many things Bing and Google do differently, or that one does better than the other. So what is the answer? Well, the answer is yes. You should be running Google Ads and Bing Ads at the same time.
So let’s talk about the main reasons you should run your Bing Ads alongside your Google Ads. We’ll also go over the things Google Ads do better than Bing Ads, and things Bing Ads do better than Google Ads.
Here are the Top Seven Reasons to Run Bing Ads Alongside Google Ads:
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. Google and Bing 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.
What Google Ads Do Better Than Bing Ads
Here are some of the things Google Ads does better than Bing Ads.
- Google has a larger audience.
- Google Ads convert better than Bing Ads.
- The Google interface is easier to use than the Bing interface.
- The Google interface is more flexible than the Bing interface.
- Google offers more options for automated bidding.
- Google offers more headline (1-3 potential headlines) flexibility than Bing (1-2 potential headlines).
What Bing Ads Do Better Than Google Ads
Here are some of the things Bing Ads do better than Google Ads.
- Even though Google has a large market share, so does Bing.
- Microsoft owns Bing Ads, so when you advertise on Bing, your ads are also advertised on all three of their networks (Bing, Yahoo, AOL), broadening your market reach at a lower cost. It also enables you to reach users you wouldn’t have if you had just advertised on Google.
- Bing has a lower cost-per-click, so it’s less expensive to run ads on Bing than Google.
- Bing offers a wide variety of ad styles (dynamic search, multimedia ads, product ads, responsive search ads.
- Advertising on Bing means you will have less competition for keywords and visibility.
- Bing offers features that Google doesn’t. For example, Bing offers Device Targeting, Ad Group Targeting, Google Ads, and Importing.
- Bing offers unique filter options and social extensions.
- Bing ads typically appear higher on the search results page.
Would you like help to make your Google and Bing ad campaigns more effective? If so, please Contact the Realtop Digital Marketing Agency today. We are a full-service, done-for-you digital marketing agency that offers search engine marketing for local, national, and international companies on the Google and Microsoft Ads platforms. Let us show you just how effective your Google and Bing ad campaigns can be.
Best regards, Nik Tsoukales, CEO
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