When it comes to PPC (Pay-Per-Click) marketing, the advertisers have two major choices available to them. They can either advertise using Google AdWords or pin their hopes on Microsoft’s Bing Ads. Most of the people don’t consider Bing Ads to bring much value to them when competing with Google AdWords. The reason for this simply is that Google AdWords is much more popular and many people wouldn’t even have heard of Bing Ads. However, the actual workings of both these PPC marketing channels aren’t that dissimilar. So, which of them have the edge in terms of performance? Let us find out to settle this debate.
Ad Positioning and Cost-Per-Click
Since Google AdWords is the most popular PPC marketing tool, the competition for ad placement on it is fierce. Thus, getting your ad positioned decently on Google is not a cheap exercise. You would find yourself paying a lot more for your PPC marketing on Google AdWords without getting the desired ad positioning. Things are a lot different on Bing, though. You have a better chance of getting good ad positioning when advertising on Bing. Moreover, it would cost you much less too as the competition for ad placement isn’t that high.
The performance of PPC marketing tools is determined by their CTR or Click-Through-Rate. It is basically a measurement of the number of people that click on your ads. Studies have shown that ads on Bing are able to generate a higher CTR than on AdWords. In fact, the Bing ads get a 34% increase in click-through-rates over ads on Google. This might come to you as a surprise but it is factually accurate. One of the reasons for this might be the way the ads are formatted and displayed on Bing and Google AdWords.
The conversion rate is another key criterion for measuring the performance of PPC marketing tools. In this aspect, Google AdWords seems to have an edge over Bing. The fact of the matter is that Google has a far superior search volume when compared to Bing and this is the reason why the conversion rates are higher on it.