Search Ads Showdown – Google vs Bing

I’ve been managing Google Adwords campaigns for clients for 6 years now but Microsoft’s recent aggressive campaign to promote Bing ads grabbed my attention so I decided to compare the two search ads.

bing-ads-370x229Google and Bing are the search engines people use the most.  Google facilitates over 100 billion searches per month (over 4b in Canada alone) and Bing’s core monthly search count is over 24 billion. So if you are going to choose one over the based on sheer volume then Google Adwords is the one to go for as they have a whopping 67% of overall search (based on US stats) with the Yahoo/Bing collective garnering about 28%. Bear in mind though that Bing is slowly eroding Google’s share and that because of the lower search volumes, costs per click tend to be lower for Bing ads (you might get more Bing for your buck!).

So who uses Bing and who uses Google?  Well your average Bing user is older than your average Google user  and tends to be less well educated Bing users use the search engine from home rather than from the office or elsewhere.

The tools themselves are very similar with comparable capabilities, set up and interface.  It’s obvious that Bing has copied Google from an interface perspective which means that if you know how to use Adwords already, you will quickly be able to use Bing Ads.  Bing wins out on user interface though – it is much more attractive and easy to use than the utilitarian user interface Adwords has.

My big pet peeve with Adwords is how glitchy it can be with unwarranted and unexpected error messages when you try to do simple things like go back to your MCC (My Client Centre) from a client’s interface.  Adwords Erroer Message


In my years of using the tool, the interface has barely changed or improved which doesn’t make sense to me given the fact that Adwords is one of Google’s main revenue generators – you’d think they would spend more time and effort on making it better and retaining their clients. I guess with 67% percent of the market cornered, they don’t have to!

We are still running way more Adwords campaigns than Bing campaigns and expect to do so for the foreseeable future but Google should be looking over its shoulder and at the very least looking at ways it can improve the use ability factor.

googleadwordsWhen considering your options, Google still gives you the biggest audience and the most potential for conversions but take into account education and age and you might find that Bing might be a strong alternative or addition.  Given that most advertisers use Google, the under  utilized aspect of Bing could be a huge advantage for you.

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  1. Pingback: Why You Should Consider Bing Ads Over Google AdWords | Christopher A. Hannan | Blog

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