Although both Google and Bing platforms can be considered very similar, to understand which of these search engine advertising and conversion tools is better or more appropriate for the brand, it is important to consider their main differences, so here we present them below. The question we will answer is: what types of conversions do Google & Bing offer? Read more about the types of conversions they offer at https://ppcprofessionals.com/adwords-101/tracking-conversions/types/.
As the first point of comparison between Google Ads and Bing Ads, the cost per click or CPC in a Pay Per Click Advertising Program must be highlighted. Regarding this concept, some studies referred by Hootsuite indicate that ads under the cost-per-click conversion model have a lower cost in Bing than in Google. However, it should be noted that the true cost of ads depends on the keyword for which bids are being generated within a campaign. Therefore, to determine the best option under this parameter, it is important to test both platforms to determine the one with the most conversation and profitability.
Remember that you can always change the rest of the budget to get a better return on investment. For its part, Google Ads stand out for having a larger search volume and the ads are more viewed in this space. However, generally, the ads on Bing under the CPC conversion model obtain a better position, so due to the low cost and the better positioning, Bing can be considered the most appropriate.
As a second point of comparison between Google Ads and Bing Ads, it is important to consider click-through rate or CTR to choose the one that might be more suitable. As you may know, click-through rate is a key factor in determining whether your ads will be effective or not. The higher the CTR, the better the response of the ads launched.
Again, it stands out that click rates are 34 percent higher in Bing than in Google Ads. However, this advantage is attributed to the fact that the formats vary slightly between the two platforms. Still, it is possible to say that if you are looking for a good click-through rate, the best way to go seems to be Bing.
The third point of comparison between Google Ads and Bing Ads, the conversion rate and the cost per lead or CPL are points of great relevance to take a decline between both platforms since, after all, how good is a campaign in search engines if it does not generate results or provide leads for the business. The concepts, therefore differ if the temporality, the industry, and other variables are taken as a reference. However, the Bing conversion rate is 6 percent lower than in Google, and on the other hand, in Google Ads, the cost per lead is cheaper on average so here you may pay less for the same leads that you could get with Bing. With the above in mind, and considering that only one in 3 searches are performed on Bing, Google paints as a better option for your brand if you are looking for more conversions and leads. This is because it wins in the search volume category and as we already mentioned, the people tend to convert more frequently.
It is important to consider the control that can be had with each platform. Regarding this, it can be said that Bing has a tool that allows you to assign campaigns to different time zones. It also has a search orientation pattern and search demographic orientation. In addition, it is a more transparent platform when it comes to information regarding search patterns. This allows you to better find where the traffic comes from and from this adjust the campaigns.
Finally, to determine between Google Ads and Bing Ads as the best conversion tool for a brand or company, it is important to keep in mind the issue of competition. Google definitely beats Bing when it comes to traffic; after all, we are talking about today's leading search engine with a 92.51 percent market share. However, the above does not represent something serious for Bing. In fact, in the search engine, there is less competition in different ways. For example, marketers may have a greater possibility of achieving a position in specific keywords. Therefore, the chance of getting results and winning may be better.
It really cannot be assumed that the ad platform of one search engine is better than the other as this depends on each company. Each one has certain advantages in certain areas that may be more interesting for different companies. The aforementioned are factors that must be considered according to the company's situation.