It is clear that Google is the leading search engine in most countries, with a share of more than 70% compared to other search engines, but why not try to capture that part of the market that is there?
Not to consider in our strategy to the rest of search engines like Bing, it can be a mistake, especially if we want to advertise our products in other countries where the difference of users between Adwords and Bing Ads is lower.
And suppose this argument is not enough to convince you. In that case, it is possible that after optimizing your Adwords Campaign, when you face an already mature account, Bing is the best solution because it will allow you to expand and increase the demand for your products.
This is why as Optimal Virtual Employee, we will show you the main differences between the two advertising platforms so that you can launch and impact new users.
Bing ads work similarly to Google Adwords; choose a few keywords that will activate some text ads using an auction system among advertisers. So much so that Bing has a functionality that allows you to import your campaigns directly from Google Adwords to the Bing platform.
But there are significant differences to take into account, which will serve us to improve the performance of the campaigns.
Bing Ads vs. Google Ads differences
- VISIBILITY
The first difference is noticeable, but it should not be pointed out. If you advertise in Adwords, your ads will be shown in the Google search engine and its partners like Ask.com. By cons, if you advertise on Bing, your ads will appear on Bing and Yahoo! This means that we advertise on both platforms, and we will reach more than 90% of the market share.
- POSITION OF THE ADS
It is verified that 60% of the users’ clicks are carried by the first results shown. In this case, Bing has a clear advantage over Adwords because while the latter eliminated a few months ago the ads on the right side of the results, Bing continues to maintain this location. In short, Bing keeps the four ads at the top of the search results page and others to the right before displaying the first organic result.
- LOWER CPCs
Because of the smaller number of Bing users compared to Adwords, many advertisers do not contemplate the option to advertise on this platform, so there are much fewer competition advertisers who bid for keywords. This translates directly into Lower CPCs in Bing. This means that if we have a well-worked and optimized campaign, we will be able to achieve much more attractive conversion costs.
- AD FORMAT
The main difference between Adwords and Bing in this aspect is that the standard text ads in Bing have a single descriptive line of 71 characters instead of the two lines of 35 characters they have in Adwords.
Although the difference is minimal, it is something to keep in mind when the characters are scarce.
- NEGATIVE KEYWORDS
One of the most significant drawbacks when working on Bing may be that it needs to incorporate negative keywords in broad agreement. This seems a trivial detail; it is not because if you want to make a general term, we must include all its variations, even synonyms, to ensure that we are not bidding for anything related to that term. On the contrary, it only allows the addition of negative keywords in a phrase or exact matches.
- QUALITY LEVEL
Both platforms base the calculation on determining the quality level of the keywords using a formula that considers the CTR, that is, the relevance of the advertisements, the text of the advertisements, and the significance of the target page. However, because the formula differs, Adwords and Bing quality-level values may not match.
In addition to the time to work on the keywords to improve this level of quality, Bing gives you a report showing a history of the quality level.
- MONTHLY BUDGETS
One of Bing’s main advantages in front of Adwords is the possibility to allocate monthly budgets.
But be careful! Bear in mind that Bing will only occasionally manage the budget throughout the month, but the ads will be released uninterruptedly until the entire budget is consumed. This operation is similar to the accelerated publication selection in Adwords, which can assume that the allocated budget is finished before the end of the month, so we could be wasting critical days of the month according to the niche market in which we are.
Conclusion
Finally, it is essential to remember that since Google hoards 70% of Internet searches, your budget allocation between the different platforms must also follow this percentage. Most of the investment should be in Google Adwords because that is where most of your customers are.
