PPC Advertising – Bing Vs. Google

Digital Marketing, Digital Marketing Strategy, Search Engine Marketing


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Pay-per-click advertising is at the heart of digital marketing. Only paying for those who are actively seeking more information about your product or service by clicking is a no-brainer when planning out your strategy. However, there are several platforms that offer PPC advertising that you must navigate and determine what is best for your company. Search platforms offer low-funnel conversions and great opportunities for you to reach your audience where they are actively searching for you. Bing and Google dominate the search market and are often the go-to’s for PPC advertising. But what platform should you choose? What one is going to hit your audience and get you the best results?


Bing Ads Vs. Google Ads (formerly Adwords). What’s the difference?

 It’s no secret Bing and Google are the powerhouse search engines of the Internet. However, when it comes to Bing vs. Google in PPC advertising, several key differences may sway your decision on using one over the other.



As of March 2021, Google holds 92.1% of all search engine market share worldwide, whereas Bing holds just 2.45% of the market share. Yes, this stat proves you will be hitting a wider audience by using Google, but this shouldn’t discount the 66 million people that use Bing as their primary Search engine.



Both Google and Bing offer similar keyword tools, including keyword planning tools and negative keyword options. The main difference you will see between the two is that with Bing, you will likely have a much lower search volume than Google, this is just due to the fewer amount of users that use Bing as their primary research tool. 



Google ads have two primary networks, including its Google Search and Display, which is shown on YouTube, Blogger, and Gmail, plus thousands of partnering websites across the Internet. On the other hand, Bing is shown across Bing, Yahoo, AOL, and several other partnering websites.



Although not always the case, Bing ads generally have a lower CPC, likely due to less competition than Google. The cost of the campaign is always dependent on your specific industry and the keywords you go after. We likely wouldn’t recommend putting all of your virtual eggs in the Bing basket, but if you are having trouble with high CPCs on Google, it’s worth exploring your options in Bing. 



The performance of your campaigns can have so many varying factors. Optimizations, budgets, content, creative, landing pages, and so much more can significantly affect the outcome of your campaigns. With that being said, we can evaluate the average performance of campaigns.  

The average CTR for Bing Ads is 2.83%, and the average CTR for Google Ads is 3.17% (for the Search Network) and 0.46% (for the Display Network). The average conversion rate for Bing Ads is 2.94%. The average conversion rate for Google Ads is 3.75% for search and 0.77% for display. The overall average performance of both Google and Bing doesn’t differ that much but could vary depending on your industry.


When choosing Google vs. Bing PPC advertising for your marketing strategy, it’s best to do keyword research for your industry and see what you can come up with. Look for things like reach and historical CPC for your keywords to determine the best platform for you. As we mentioned above, we would suggest staying away from a Bing-only strategy unless you have tested and found better results than a combination of the two. If you have any questions about PPC advertising or want to talk to our digital marketing experts, don’t hesitate to contact us today!

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