What is Bing Advertising?
Bing Ads is not what is used to be, quite recently infact they merged with yahoo and have combined so when you display an ad with them they get displayed on both networks aswell as a few other smaller ones.
Formally adcentre, Bing Ads is now the second biggest search engine or at least in the UK and US, to Google. Roughly speaking it has a market share of about 15% – 20%
What is Google Adwords?
Google Adwords is the bread and butter of google itself. If you type in a keyword on google for example “tennis shoes” the top 3 -4 listings (slightly different background colour, and the whole of the right hand side are all“paid ads” from adwords.
Google at present has a market share of about 67%.
So if you haven’t got the budget to use both these methods of online advertising then which one should you choose?
Well fact of the matter is, when it comes to ad impressions (the amount of people who will see your ad) then the majority of the time Google will always be able to offer you more views. However, this isn’t true 100% of the time, there are actually some niches/sectors where Bing ads can actually outperform Google, for instance in the financial market.
The theory behind this is because of the financial reporting which yahoo and Bing often bring to their “homepages”, where as the Google “homepage” is literally just a search box.
As for CTR (click through rate) then Google again will be better, probably mainly due to the more mature and advanced way in which is handles adverts.
However, when it comes down to the bottom line, ie “Bang for your Buck!”, then Bing Ads comes out cheaper (per click) than adwords. On average you can expect to pay 117% more with adwords than on Bing ads.
So here are a few facts for you to mull over before you make the big leap into the world of online marketing.
Its pretty much swings and roundabouts to be honest. With Google you get what you pay for, more traffic and better served ads. Having said that Bing is cheaper and in some sectors does actually perform better, you may also find less competition in many niches also.
The good news is that you can make both methods work, If I have a small budget I would start with Bing Ads then work my way upto Google. If I have a big budget Id start with Google or even both at the same time.