Are you considering paid advertisement for your business and confused about the selection of the best Ad platform? Do you want to know which platform is less expensive and helps you boost your ROI?

I will help you to compare the two giants of digital advertising platforms. That is, Microsoft advertisement and Google advertisement. I will explain the pros and cons of each platform in depth for better decision-making.

Stay connected with me till the last word of this article to make a better decision.

So, let’s get started!

Google Ads

This platform was first launched in 2000. At that time, it was providing monthly subscription lists to manage ad campaigns. Over time, many changes have been made by Google to run ads through a self-service account.

Microsoft Advertising (formerly Bing Ads)

With the growing ads field, Microsoft establishes the Ad platform in 2012 as MSN AdCenter to run PPC-pay per click Ads. Now, we call it Microsoft Ads.

Google has captured a large marketplace. On the other hand, Bing Ads focuses on a specific audience. Around 38% of Bing users have more than $100,000 household income, and around 40% of users are between the 35-54 age brackets. That makes it easy to target a specific audience.

Ad platform

Comparison Between the Two Ad Giants

Both platforms have pros and cons. Every marketer ends up with the goal of which platform best fits its business for good ROI. Therefore, these are some of the most frequent questions you should ask yourself before making a final decision:

  • Which platform offers the most customer reach?
  • Which platform offers the best targeting capabilities for a selected audience?
  • Which one is cost-effective?
  • Which one provides you more ROI?

To answers these questions, let us compare both giants for better decisions.

1.   Search Popularity and Competition

Google has a vast marketplace as a search engine. According to research, approximately every 3 out of 4 searches are made on the Google search engine. Google does not have that many ad reaches as there is tough competition to get more ad clicks.

On the other hand, Microsoft has now been a partner with AOL and Yahoo for advertising platforms. Most of the Microsoft users are from the USA. Due to less competition and being partners with other platforms, it is becoming more popular and can give you up to 15% more ad clicks.

Bing has 11.7 billion monthly PPC searches, which means you can easily target an audience that has not fierce competition.

2.   Cost-Effectiveness

Due to less competition at Bing Ads, it is very much cost-effective, as you can advertise your business on a low budget. Although this advertisement cost depends upon the selection of keywords, still it has 33.5%-42% cost-efficient as compared to its competitors.

Google, on the other hand, is expensive as compared to its competitors due to high search volume.

3.   Ad Scheduling

Bing only allows you to run Ads within the time zone your account is designated in. If you want to run Ads during the day-hours, when customers can call your business, then Google is best for you.

Alternatively, if you want to set bid adjustment at a specific time, Bing allows you to adjust your bid. You can run Ads during high volume time.

4.   CPC-Cost per Click

Cost per click is the fee that an advertiser charges its client for every click on the ad. Every business wants to get more clicks at a low cost. Google charges approximately $2 for each click, while Bing costs almost $1.54.

That is the simple estimation for CPC, but your business has to pay for each click based on the keyword, demographic area and target audience, etc.

5.   Language Options

Google offers you to run your Ad campaign in over 40 languages. On the other hand, it is limited at Bing up to 12 languages only.

6.   Demographics and other Targeting Options

Choosing the right audience is essential when you are doing online advertising. You will get good results if you have selected the right audience. Alternatively, the wrong audience may damage your business badly.

Bing offers you to select demographics with the following type of audience. That is,

  • Household income more than $100,000
  • Age bracket between 35-54 years
  • More than 51% married audience

And you can target audience based on:

  • Geographic location
  • Days in a week
  • Device type
  • Time zone

Google, on the other hand, has a much younger audience with a low range household income.

Other targeting options for Google are custom-intent, similar audiences, and remarketing and Content targets like topics, placement, content keywords, and display extensions for search.

By considering these options, you can select your Ad platform.

7.   Fast changes and Innovation in Ad Campaigns

Bing uses its suit for Ad campaigns and makes changes less frequently.

However, Google is an innovator in Ad campaigns and frequently makes changes in them. Advertisers seek ways to earn more ROI through innovation and finds Google much better than its competitors.

8.   Search Partners for Targeted Advertisement

Both platforms have diverse search partner networks. For example, if you want to run a video campaign, YouTube is the best partner for Google to show your Ad campaign with strong viewers and efficient results.

However, Bing is a partner with AOL, Yahoo, and their syndicate partners to run a successful campaign.

Final Thoughts

Both ad platforms with their search networks perform similar to run your ad campaigns. More or less, they have similar functionality. But based on the key differences and pros and cons of each platform, it is now up to you to wisely select Ad platform for your business.

The challenge for you is to test both platforms to get results for your business campaign. You can take advantage of both search engines working hand in hand to increase your visibility and generate leads for the targeted audience.

Thank you for your precious time to read this article. Please share your thoughts related to this article below in the comments box.

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