Is Bing advertising worthwhile? Despite being an underdog, IN Bing ads vs Google adwords, Bing continues to beat Google’s throat all the time. Unlike the past, Bing Ads has a unique advantage that most internet advertisers are unaware of – they have lower CPC.

Bing ads vs Google adwords

It may come as a surprise that Bing does have some competitive advantages that Google AdWords doesn’t have, but we’ll get more in-depth below. From the Bing advertising cost to Bing Ads Intelligence, several factors have helped Bing to scale the ladder of success gradually. On the other hand, Google Adwords has its share of merits, which are proving to be a challenge for Bing. Let’s give you a run-down of the five major differences on Bing Ads vs Google Adwords to see how they scale up against each other.

Google Adwords vs Bing Ads – Which One is better?

Traffic and CPC

Google captures more market share than both Bing and Yahoo combined. Not to say that it beats them by a landslide, but Google is definitely the king of the jungle. If you are advertising on Bing alone, you are missing out on a large share of the audience, which is hooked to Google. Your reach will probably be less than one-third of all the searches. In simple words, you could miss out on a lot of traffic by choosing Bing Ads over Google Adwords. I’m not saying to choose one over the other though. As an internet marketer myself, I always advocate testing all possible routes. This can be done at little to no cost as almost all advertising platforms today will give you a trial for free

It’s clear that the PPC God has bestowed a fleet of loyal customers to assist Adwords in its battle against the competition. So, the traffic potential will always be higher on their network vs any other PPC platform out there. BUT because Google is such a brand name, their advertising competition and therefore CPC, is much higher. Marketers don’t realize that Bing has a 33% lower CPC than Google AdWords. This is HUGE difference and means that you’ll reach more people, make more sales, and get higher traffic at a lower cost than what Google AdWords can offer. The lack of popularity on Bing Ads makes it a prime target for marketers. On average, Bing also had a higher CTR than Google AdWords. In the long run, this could be the difference between huge growth vs mediocre growth. If your online business relies on CPC, I highly recommend giving Bing a try.



Advertising Competition

Due to lower reach, Bing may not be for everyone. But, you can’t afford to cast a blind eye towards it. The Bing PPC network is growing by the day. At this day and age, it’s the second most popular search engine in the world. If you were to do a quick search for a product or service on Bing, you would notice that the number of advertisers that populate for the product/service is far less than what you witness on Google. So, the competition is less. Remember, lower competition means cheaper CPC and potentially higher CTR.

So, Bing Ads could prove to be deal-breaker for companies that don’t want to break their bank trying to get a first-page position on search engines. How much does Bing Ads cost would depend on the targeted keyword? But, are Bing Ads worth it despite the lower reach is the million dollar question over here? Given the cheaper CPC and higher CTR, Bing Ads are definitely worth a shot. All things considered, it’s still an excellent PPC network. In fact, it’s bliss for small advertisers that don’t have deep pockets to blow money on PPC campaigns.

Platform and Control

Between the two networks, Google Adwords platform is definitely more user-friendly. In comparison to AdWords, it takes few seconds longer to complete the same task on Bing. Adwords is faster in certain areas, where Bing still lags a tad bit. A few seconds delay is not a great deal, but the overall Adwords interface is more welcoming and easy to use.

One thing that Bing dominates over is ad control. Bing’s platform allows more granular control over where you target your advertisements. Thus, if you use Google Analytics and know your demographic well, you could, in theory, maximize your conversions via Bing’s superior targeting. On Google’s platform, all of the settings are done at the campaign level and the ad groups are restricted to those settings. Bing, on the other hand, allows full control even at the ad groups level. These minor nuances are what makes Bing a true underdog in the marketing game. Don’t be fooled by their lower traffic, the CPC says it all.

Other important factors to keep in mind:

Bing still has sidebar ads and Google doesn’t
Bing has less competition
Performance may vary depending on your particular industry



Bing Ads offers more granular control at the campaign and ad group levels.

Unlike in AdWords, Bing allows you to assign different campaigns different time zones. This makes sophisticated ad scheduling strategies far easier to manage in Bing, particularly if your campaigns reach internationally.

In AdWords, Google makes you set your network, location, ad scheduling, language, and ad rotation settings at the campaign level and ad groups are restricted to their campaign-level settings. Bing Ads, however, opens these options up at the ad group level, allowing you to quickly adjust a setting for a particular ad group without having to go through the hassle of creating a brand new campaign to make the change.

Last updated: Feb 2, 2018 Mark Irvine 36 AdWords Tricks
It’s the most exciting time of the year at WordStream – annual revenue reports! But we’re not the ones excited about it; the search giants all released their annual revenue reports earlier this month. If you missed the excitement in it all, you can catch all the juicy details here for Google, Microsoft, and Yahoo! A quick glance paints a good picture for all 3 companies, but Microsoft proved to have the greatest picture of the three, celebrating a 23% year over year growth in search advertising.

Bing and Yahoo’s reports paint a really wonderful picture of Bing Ads’ growth this past year. Bing grew to 19.7% of the US search market share and Yahoo saw a 10% increase in paid search clicks over the past year. And while there’s no doubt that they’re both still underdogs to Google, they’re making strides in areas Google AdWords has been struggling – Google paid search clicks are actually down 11% from this time last year.

google paid clicks growth

So Bing Ads must be doing something right, and it made me wonder, what is Bing doing that Google isn’t? It may surprise some that Bing Ads has some powerful advantages for advertisers that Google simply doesn’t.

1. Bing Ads has less competition and cheaper CPC’s.
Most small and medium-sized businesses see Bing Ads as an afterthought, but they should really consider it sooner. Bing Ads uses a similar auction dynamic as the AdWords auction, so the advertisers on Bing have numerous benefits from a lack of competition, such as better ad positions and cheaper costs per click. Of our extensive managed services clients who were advertising on both Google and Bing, we saw that nearly all had lower search CPC’s on Bing, averaging 33.5% cheaper CPC on Bing. Not only were these clicks cheaper on Bing, but their ads very often were in better positions than their Google counterparts and had higher CTR’s.

2. Bing Ads offers more granular control at the campaign and ad group levels.
Unlike in AdWords, Bing allows you to assign different campaigns different time zones. This makes sophisticated ad scheduling strategies far easier to manage in Bing, particularly if your campaigns reach internationally.

In AdWords, Google makes you set your network, location, ad scheduling, language, and ad rotation settings at the campaign level and ad groups are restricted to their campaign-level settings. Bing Ads, however, opens these options up at the ad group level, allowing you to quickly adjust a setting for a particular ad group without having to go through the hassle of creating a brand new campaign to make the change.

Bing Ads has better device targeting options.
Google earned the scorn of the paid search community in 2013 when they forced the migration to enhanced campaigns, where campaigns by default target all desktop, tablet, and mobile devices. Users can adjust their bids some for mobile devices, but not for tablets and users can’t opt out of targeting desktop searches.

While Bing plans to remove some targeting options in March, at the moment Bing advertisers can still exclude desktop and tablet traffic from their campaigns.

Bing Ads doesn’t force close variants on you.

In August, Google effectively killed off exact and phrase match keywords as we used to know them by forcing a previously optional “close variant” matching target onto all AdWords accounts. These close variants expanded the reach of these exact and phrase keywords by an estimated 7% by including common misspellings, plurals, and grammatical stemmings of these phrase and exact match keywords. Although this affected a small minority of ~3% of SMB accounts, the reaction among paid search leaders was unilaterally negative.

Although Bing does have the option to include close variant queries as matches, it remains just that: an option. Advertisers can easily opt in or out of close variant matching at the campaign or ad group level

Bing Ads allows you to control search demographics

Even though AdWords gives us the power to regularly view and controls our demographic targeting on the Google Display Network, they leave us in the dark when it comes to search. Currently, Google offers no kind of demographic-based targeting on the search network.

Probably the most innovative and underused offering from Bing Ads is the ability to control which gender and age demographics see your search ads. Demographic targeting can be controlled at either the campaign or ad group level within Bing Ads.

Users can adjust their bids based on MSN users’ gender and age range from -90% (effectively minimizing their reach of that audience) to +900%. This kind of demographic targeting is particularly powerful for advertisers who know that their product or service is usually purchased by a particular gender or age group.

Bing Ads has a lot of unique advantages for SMBs that Google doesn’t offer [yet!]. If you’re looking to take your Bing Ads account to the next step, try our new Bing Ads Performance Grader to highlight fast and easy ways to reduce wasted spend and attract more, high quality traffic.

Milan jobanputra

#Creative Blogger

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