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Bing Ads vs. Google Ads: Who wins in Clash of the Titans

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Bing Ads is very popular when it comes to driving traffic, with over a billion specific regular appointments.

Sure, it’s not as well-known as Google, the world’s most successful web browser, but it’s a fantastic and successful platform in its way.

Bing Ads vs. Google Ads: Who wins in Clash of the Titans

If you’re running a sponsored advertising campaign, avoiding Bing Ads and all of its rivals might be a mistake.

Many people may not recognize using Bing Ads to reach their target audience since they do not utilize the Bing search engine regularly. This is where google ads come into play. However, avoiding Bing can be a costly error, and failing to advertise on Bing may result in you losing a lot of money.


Why do Bing Ads deserve more attention?


You may not recognize it, but Bing reaches a great number of people every month. It is a strong search engine in its own way.


What’s most compelling is that Bing offers to reach 56 million users who aren’t contacted by Google. There is also a statement that Bing controls 31% of the US search market. The words mentioned, demonstrate that Bing is not a Multichannel Marketing strategy to be ignored. It is important to remember that because many people avoid Bing Ads. There are fewer competitors and so using the system is less expensive, especially when considering a PPC campaign. When compared to Google, Wordstream discovered that utilizing Bing Ads led in a 33.5 percent cheaper CPC.


How to Set Up your Bing Ads?

  • Create an Account with Microsoft Advertising

          Create an Account with Microsoft AdvertisingIn beginning, you must have a Microsoft Advertising account because Bing Ads is now a part of Microsoft advertising. Signing up is free, and you can use a current email account.

To begin, go over to Microsoft Advertising and click “Sign Up Now.” To make a new Microsoft Advertising profile, go to the next page and select “Create One.”

To manage your profile, you may use an existing email account or create a different account. From that, keep following the instructions. You’ll need to input some basic details, such as your name and business location. Accept the Terms and Conditions and create your account.

  • Import a Recent Google Ads Campaign

Import a Recent Google Ads CampaignAre you starting from zero with a Bing Ad? This phase is for you if you currently have a Google Ads campaign that you want to run on Bing.

To begin, hover to your top menu and click “Import,” and then “Import from Google Ads.” Simply sign in to Google. Go over to “Choose Accounts,” just choose the account through which you want to run an ad, and thereafter click “Next.”

If you want to import your Google Ad with no adjustments, name the imported project and click “Start Import.” Otherwise, select “Customize Report” to adjust things like your bids and bid techniques.

After you’ve imported your preferred campaigns, double-check all of the information to confirm they’ve been transferred successfully. Pay special attention to your targeting options, bids, and budgets. Revise and you’re ready to go.


  • Choose the Right Keywords

Choose the Right KeywordsYou must select your main keyword when you creating your advertising. Your ad will not reach the correct people until you select the “perfect” keywords for your plan. How could you come up with the right keywords? You must conduct keyword research. To help you in your efforts, Microsoft advertising features a built-in keyword optimizer.

To optimize the search suggestions, enter any keywords you think you want to use. From there, make a list of any negative keywords you wish to avoid appearing in the outcomes.

To assist you narrow down your keyword research, check for search engines, hot topics, and cost forecasts.

How would you decide which keywords to use? Keep keywords related to the “sponsoring brand” of attention. Users are using these keywords when they are willing to purchase something or sign up for a service. You including them in your Bing Ads campaign make good sense.

Since all columns are important, pay special attention to the CTR and cost-per-click (CPC) columns. The bigger your CTR, the more users will engage on the advertisement. Compare this to the estimated cost of a search to decide which keywords could be ideal for your strategy and advertising budget.


  • Launch Your Bing Ads Campaign

After you’ve performed your keyword research and set up your account, it’s time to build your first Bing Ad. This phase is for you if you did not import any advertisements in step two or if you are building a new Bing Ads strategy.

Now, decide on an objective. Conversions to your page, a specific search ad, or the sale of products from your database could be your target. The startup process brings you through the various options presented.

After that, keep following the illustrated instructions to complete your Bing Ads campaign. Your advertisement will go live once you click “Save.”

Once you finish creating your Bing Ad, you may select specific criteria to increase your chances of reaching the proper audience. For example, you may specify when your ad should appear or which age groups should view it.


  • Track Your Results

Track Your ResultsCreating a Bing Ads campaign is one thing, but you must also confirm that it is producing the required results. You must measure two metrics to determine the performance of your campaign: exchange rate and CPC. Analyzing your exchange rate indicates how many people are performing the required action as a result of your ads. While examining your CPC reveals if you are exceeding your advertising costs.

How do you keep track of these criteria? Let’s begin with currency exchange rates. Simply click on the “Campaigns” page and look at the number in the “Conv.” column to analyze conversions.

You can see how many sales you’re collecting per campaign on this page. You’ll see that you can track everything from engagements to CTR from this tab. It allows you to easily track whichever metrics are most important to you, all through one page.

Likewise, you can see your CPC under the “Campaigns” page. Examine your investment per single click to ensure it is in keeping with your goals and marketing plan. If you’re overspending, consider betting on various keywords or changing your strategy in some way.

Bing Ads or Google Ads Which is More Effective?

Bing vs. Google AdsAlthough many PPC marketers consider the two platforms to be rivals, they function best together. Google controls the majority of the search industry, but Bing Ads should not be underestimated. Instead of Google Ads vs. Bing Ads, advertisers should consider Google Ads plus Bing Ads.

Let’s analyze the relationships and characteristics between the two big advertising systems. More importantly, how they work best together.

What Is the Distinction Between Google Ads and Bing Ads?

Both platforms work on the similar concept. Both are pay-per-click advertising platforms that assist organizations in reaching specialized customers, content aggregation, and increasing income.

At the same time, each system has unique services and products that identify it from the others. Before we go into the differences between the two platforms, here’s a little introduction to each.

Google Ads

Google Ads is made up of two different advertising networks:

  • The Search Networks: Advertisers produce text adverts to show on search engine results pages (SERPs), as shown in the example below.
  • The Display Network: Advertisers produce display advertising that shows on a wide range of websites on the internet.

Bing Ads

          Bing, which is controlled by Microsoft, operates three search engines: Bing, Yahoo, and AOL, so when you promote on one platform, your advertisement is visible on all three. This makes campaigns available to searchers across all Bing, Yahoo, and AOL-owned and managed sites, as well as several web properties.


Bing Ads VS Google Ads

Display URL

Both Google and Bing display URLs underneath the ad header. Bing uses the bold font to emphasize their display URLs, while Google Ads does not.

Text for the description

Before, Google permitted two independent description lines of 35 characters each, whereas Bing permitted one line of 71 characters. Both Google and Bing now allow up to 80 characters in a single extended description section.


Google and Bing both include a keyword research engine, as well as broad match and bad keyword filtering. The major difference between these two sites is that Bing has substantially lower keyword traffic volume.

Click-Through Rate

Because Yahoo and MSN also provide financial data, Bing advertisements often have greater CTRs in the commerce and financial services search areas. This is due to the fact that they provide numerous shopping and financial resources. Advertising in those search sectors on those platforms reach highly engaged prospects, have greater interaction, and have a better CTR.


Google has long controlled the search engine business, and it has a higher search volume and a wider reach. They are by no means only one search engine worth the investment. The Bing network is also rapidly expanding.

Bing Ads reach 63 million people that Google AdWords does not. So if you’re not utilizing Bing Ads, you’re missing out on a lot of money.

The idea here is that, while Ads reach a larger audience and have greater search volumes, Bing lets you reach an even larger audience. Also, specific demography of clients and create even better outcomes than AdWords itself.


What Bing lacks in quantity, it more than compensates for in performance. Although costs vary by sector and advertiser, one digital marketing company discovered that Bing only paid 20% – 35% of their AdWords campaign comparable.

This is achievable because advertisers investing in Bing PPC have significantly less competition. As a result, clicks are less expensive, and marketers receive more profit possible.

When evaluating the price of each ad network, keep in mind that Bing and Google do not always receive similar traffic. Bing Ads CPC is lower in certain cases, but traffic quality is poor as well. That’s why marketers wind up investing more for conversion than they do with AdWords.

However, the opposite might also be true: with the correct traffic, Bing PPC may create more sales at a smaller CPC. Fortunately, because competition on Bing is reduced, it is easier to attract the audience you need. With a reasonable cost, it can lead to a higher ROI.

 Advantage of Bing Ads


Advantages of Bing Ads

  • Bing Ads CPC’s and Competition are Lower

          Some small businesses see Bing Ads as an aside, but they should consider it sooner. Bing Ads employs a bidding process similar to Google Ads, thus marketers on Bing benefit from a lack of demand in a variety of ways. This includes higher ad rankings and lower cost per click. Marketers discovered that almost all of their extended marketing services customers that advertised on both Google and Bing had lower search CPCs on Bing. It has an average of 33.5 percent lower CPC. These views were not at all lower in price on Bing. Yet, their advertisements were frequently in better locations and had higher CTRs than their counterparts such as Google.

  • It has More Control at the Campaign and Ad Group Levels

            Not like Google Ads, Bing Ads allows users to target their campaigns to multiple time zones.  This makes complex ad timing tactics much easier to handle in Bing, especially if your ads target a worldwide audience.

Google Ads requires you to configure your network, locality, advertising schedule, language, and ad rotations options at the campaign mode. Create ads that are limited to their campaign-level options. Bing Ads, on the other hand, provides these possibilities at the ad group level. It allows you to easily modify a setting for a specific ad group without having to create a complete advertising project to adjust.


  • It Offers More Device Targeting Possibilities

            Google gained the outrage of the search ads sector in 2013 when they forced the conversion to improved campaigns. Which they target all desktop, tablet, and mobile devices by default. Users may adjust their bids for smart phones but not for tablet devices and they cannot drop out of targeted pc inquiries.

While Bing remove some targeting options. Bing advertisers may still remove desktop and tablet data from their ads for the time being. Advanced advertising can also target mobile devices running certain web browsers.

Bing now allows you to change your offer for desktop users from -20% to +300%. This adds to considerably more highly customizable targeted advertising.


  • It Provides More Visibility and Control over Search Partner Targeting

At the brand level, Google gives paid search advertisers two choices: just target Google search or target Google search and its search partnerships. There is no common way or option. You cannot just choose search associations while ignoring a specific search. You can’t even identify which search engines are sending people to your website.

At the ad group level, Bing gives users the option of focusing only on Bing and Yahoo, only search providers, or both.

Users also can simply start collecting data in Bing to check which search engines are providing traffic to the website. To quickly identify where your information is flowing from, go to the Reports page and run a “Website URL” report.

        If you see anything you wouldn’t like, you can even remove that specific search engine without selecting out of all the other web properties. Return to the project’s performance and mark the website as “website exclusion”.


  • Bing Ads does not Push you to Use Close Versions

By integrating typical misspellings, conjugations, and grammar stemming of these topics and effects are related keywords. These similar versions enhanced the range of these character and sentence keywords by an expected 7%. Although this only affected 3% of SMB accounts, the response among paid search executives knew the impact.

While Bing does have the option to add comparable variant searches as results, it is just that: an option. Close variation matches can be easily enabled or disabled at the project or ad group levels by advertisers.

  • It offers more social extensions than Google Ads

In late 2014, Bing started testing automatic social enhancements by displaying the quantity of followers on Microblogging platforms. Which an advertiser has, putting it next to their ad.

However, Google’s social features display your Google+ followers, which is a great idea except that no one utilizes Google+.

  • Bing Ads Allows you to Manage Search Demographics

Although Google Ads allows us to observe and manage our target group targeting on the Google Display Network regularly. They keep us in the dark when it comes to search. Google’s search system currently does not provide a segment of the population advertising.

The option to customize which gender and age demographics see your search advertising is probably Bing Ads’ most inventive and underutilized feature. Bing Ads allows you to adjust demographic segmentation at the project or ad group level.

This type of demographic advertising is very effective for marketers who know their product or service. This is often consumed by a specific gender or age range.

 Tips for Creating a Successful Bing Ads Campaign

  • Bing Ads vs. Google Ads: Who wins in Clash of the TitansKnow your audience

It all depends on what you’re offering or what you’re promoting it to. For example, slightly older and better customers may prefer Bing over Google. What’s the easiest way to tell if Bing is worth your time? Create a customer account. Identify who you’re hoping to convince and what they pay attention to the best.

Do you make use of such technology like Google Analytics? Take a look at your demographic information. If you target a young audience, Bing Ads may not produce the desired results.

  • Import Successful Google Ads

It makes more sense to convert high-performing Google Ads programs into Bing Ads when you already got them. While you can, of course, create a whole ad product, importing current previous work will save you time and effort.

Are you wondering which Google Ads projects to upload? Consider which ones are most likely to apply to the audience you’re targeting with Bing Ads. Then work your way up from there. You can always delete these advertisements and replace them with others afterward.

  • Improve Your Targeting

To get the most out of your Bing Ads, make sure they are targeting the proper audience. How do you define this? By producing a number of analytics reports.

To improve your sales, make sure your advertisements appear the most commonly at this time. With this method, you’ll get the most return on investment. All of the conversion tracking’s that are required may be found on the “Campaigns” tab.

  • Make Use of UET Tag

To properly monitor conversions, you must use the “Universal Event Tracking” (UET) tag. Why? This tag helps you see what people do after clicking on your ad and visiting your website.

It is simple to set up. Go to the “Campaigns” page first, then “Conversion Tracking,” and lastly “UET tags.” Give it a title so you can find it later. Put your URL or website address in the description box. Save the tag you just made.

Following that, copy and paste the provided code into the pages of your website that you want to track. WordPress plugins can be useful in this situation.

Finally, put some conversion objectives in your tag, such as tracking how long users remain on your website, the purchases they conduct, and so on.

  • Keep an eye on Your Quality Score

Your quality score compares your Bing Ad to the advertising of rivals. It is decided by three factors: CTR, ad relevancy, and the quality of your landing page.

In summary, a low-quality score indicates that your advertising will not show as frequently as it should. But a high-quality score indicates that you have a competitive keyword and CTR, which means your ad will show more frequently.

Final Thoughts

Advantages on Bing Ads

Hopefully, you’ve realized that the greatest digital advertising plan is to use both channels at the same time if your budget supports it.

Although Google AdWords is the most well-known digital advertising platform, Bing is ideal for supplementing your PPC strategy and covering any holes in your web presence. When you use Bing Ads in conjunction with your AdWords campaigns, you may broaden your reach into new and different locations.


R Anurag

A passionate digital marketer who does product/services/tools reviews related to online marketing, content marketing, and affiliate marketing.

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