When search engines like Google and Bing first appeared, marketers might not have thought about what they could do for companies trying to become more prominent. However, as time passed, and SEO entered the picture more, it became obvious that using search engines for advertising was a viable option. Google and Bing were two of the ones that rose to prominence, and their importance continues to this day.
If you’re the owner or operator of a business, and you reach out to a marketing strategy agency about how to get your company, products, or services noticed, it is likely they will bring up the notion of PPC ads. They may also talk about using Google or Bing to your advantage, since these are logical places to place those ads where potential customers might see them.
However, which one makes more sense for marketers to use? There are positives and negatives that go along with each one, and we’ll take a moment to discuss them now.
The Best Aspects of Google
Probably the best thing about the Google search engine that has risen to dominate the market over the past two-plus decades is how many people use it. It would not be hyperbole to say that billions of people use Google every day. It’s easy for marketers and business owners alike to understand how getting access to that large of a potential customer base can benefit a company looking to become more prominent.
Google ads also present a wide range of options. The ads are highly customizable. They can be targeted toward specific audience segments. Your ad might only appear if someone types in a particular keyword string in a specific geographic region if that is the way you have set up your ad campaign.
The Best Aspects of Bing
Bing is probably more cost-effective than Google because it does not have as large of a market share. If you have a smaller business and a limited ad budget for it, it makes sense to consider Bing over Google because of the lower price tag.
If you are targeting an affluent or older demographic, Bing is also probably a good place to focus. Bing, which is Microsoft-based, appeals to a more targeted audience. However, it is usually one that is better positioned in terms of their spending potential.
If you are running a B2B business, you might also feel like Bing is the superior option to Google. That is because of LinkedIn targeting that comes with Bing ads. The connection of Bing and LinkedIn won’t be helpful for certain demographics, but if you are running a B2B business, this might be a feature that makes it more attractive.
Drawbacks of Using Google
Probably the main drawback of using Google ads if you’re running a major marketing campaign is that the ads, on the whole, cost more. It’s possible the price may work for you if you have a larger ad budget, but if you have a smaller one, using Google may be an impossibility.
That is particularly the case if you are attempting to market some products or services in a highly competitive niche. The more competitive the industry in which you are operating, the less likely you will be able to afford Google ads, especially if you are running a startup company and only have a shoestring ad budget.
The other drawback of using Google is that they have somewhat stricter ad policies than Bing, which could be considered more permissive. With Google ads, you can’t promote products that are in any way related to politics, healthcare, gambling, alcohol, or anything that falls into several additional categories.
Drawbacks of Using Bing
As for Bing, the largest drawback is simply that not as many people use it. Bing has a decent market share, but it is dwarfed in comparison to the number of individuals who use Google across the globe every day.
Also, there are not as many demographics that it makes sense to try and target with Bing because those who use the platform are typically younger. It also is not usually as wise to use Bing if you are trying to get the attention of individual consumers vs businesses that might have need of your products or services.
Which One Should Your Company Use?
If it comes to deciding between Google and Bing, there are a few questions that business owners and the marketing departments or agencies that work for them need to ask. The first and most important thing to determine is how much money you have to spend.
If you have a very limited budget, but you still feel like pay-per-click advertising is a smart way to go, then you may have to use Bing because you can’t afford to use Google. If you have more money to spend, then Google becomes a viable possibility.
Still, you must remember that if you are trying to make some headway in a niche or industry where competition is fierce, ads are going to be more expensive. Ads on Google will likely not cost as much if you work in an industry that is not as popular or where you do not have as many direct competitors.
If your company is working in the B2B space, then Bing will likely be a more attractive prospect. However, whether you choose to use Bing or Google, you’ll want to do some research beforehand.
The best marketing agencies or individuals that you hire in the freelance market should know all about the industry in which they are creating and placing ads on search engines. If someone works in marketing but does not know very much about ad creation for a particular niche, they will not be the best choice because they lack the hands-on experience that is so crucial in the advertising space.
Remember, though, that there are always many other ways to market your company or products if you determine that Google or Bing ads are not the optimal way to go.
