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If you’re a small business owner considering paid search ads, you may be wondering how pay-per-click (PPC) works and if it’s the right move for your marketing plan. PPC is a form of online advertising where advertisers pay only when a user clicks their ad.
There are a few major platforms to consider: AdWords and Bing Ads.
You’re probably more familiar with Google Adwords which is the most common platform. Whenever a user runs a search, AdWords determines which ads to show to them based on your keyword Quality Score and Bid. You may be surprised to know that all of these concepts are the same for Bing Ads. I know what you’re thinking, “Bing who?” Before you totally dismiss it as a viable marketing channel, it’s worth knowing what some of the key differences are and how they perform. So, how do the two measure up across common performance metrics?
AdWords vs. Bing Ads: Cost-Per-Click and Average Position
In looking at several accounts in the home services industry, the average position was about 35% higher in Bing. Your ads may show in better positions on Bing, but at what cost? We have seen that the cost-per-click (or CPC) is actually slightly lower in Bing than AdWords. Better positioning and a lower cost per click makes Bing a little more appealing for the budget conscious advertiser.
Verdict: While Google AdWords has more search volume and customers viewing the ads overall, you may be able to have a better ad position and lower cost-per-click on Bing Ads
AdWords vs. Bing Ads: Click-Through-Rate (CTR)
CTR is a key factor in determining whether your ads are effective or not. The higher CTR, the greater response your ads are receiving. In a sample that we ran, we saw click-through-rates 34% higher on Bing over AdWords. Ad formats vary slightly across the two platforms which may be a contributing factor here.
Verdict: In a sample test, Bing Ads received a higher click-through-rate than Google AdWords.
AdWords vs. Bing Ads: Conversion Rate and Cost-Per-Lead (CPL)
What good is a paid search campaign if it does not drive results and bring you leads? This can differ based on seasonality, industry, and other variables. According to our sample, Bing had a 6% lower conversion rate. On the other hand, the average CPL is 6% cheaper than AdWords, so you may pay less for the same lead in Bing.
Verdict: With just 1 in 3 searches being performed on Bing, Google wins in the search volume category and its users tend to convert more often.
AdWords vs. Bing Ads: Demographics
Nearly 40% of Bing users are between 35-54 years old, 44% are married, and the average household income skews higher. Google users tend to be younger. Which of these relates to your ideal customer? For home services you may find that the Bing audience, while smaller, is a better match in some regards.
Verdict: This one really depends on who your target audience is and which will best reach them.
AdWords vs. Bing Ads: Which Is Better for Your Business?
Google may get more search traffic, but Bing Ads can be an effective marketing channel boasting higher positioning, CTR, and lower CPCs. These factors are worth considering if you’re working with a smaller budget or want to reach a more mature audience. If nothing else, you can import campaigns directly from AdWords into Bing which makes the process of trying Bing Ads relatively painless.
Interested in learning more about our paid search services? Our team is Bing Accredited, Google Certified and focused on making small businesses grow. Contact us today to learn more or fill out your URL below to get a FREE pay-per-click analysis!
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About The Author: Mary is a paid search campaign manager with Blue Corona. In her spare time, she enjoys photography, hiking, and baking.
View more blogs by Mary Davin