Shift Gears

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To Bing or Not to Bing

For some time now, Google has been deemed the #1 search engine in terms of popularity. But I am sure you have noticed Bing snipping at their heels. So is it a smart strategy to partake in pay-per-click on Bing if you’re already running ads on Google?

Google vs. Bing PPC

Pros and Cons of Google

Pro: Large Audience. Google by far is still the top search engine and holds well over 60% of search network market share. This means that the majority of people are using Google for search, giving you a big potential target audience.

Pro: Tracking. Google has a built in tracking and analytics tools where you can see which exact keywords are converting and which are not.  If optimized properly, you can prevent waste.  (Bing has some tracking tools, but Google’s are more robust.)

Con: Costly. Google’s popularity can also make it a con. It’s a crowded search engine, so it can become costly to compete for ad positions and keywords.

Pros and Cons of Bing

Pro: Bing + Yahoo. Although not close to Google, Bing is the second most used search engine.  It’s AdCenter also serves ads for Yahoo, generating a Yahoo Bing Network which represents both engines combined. Therefore, with Bing ads, you are reaching two different audiences.

Pro: Less Expensive. Bing is less popular than Google, so it can mean that there is less competition for keywords, generally lowering the bidding price (but not always).

Pro: Larger Character Limit. Bing allows for a 40 character title, while Google has a 25 character limit. This can help give you more targeted ad text and keyword specificity on Bing.

Pro: Top-of-Page Ad Placement. Bing shows more ads at the top of the search engine page when compared to Google, which is a highly desirable ad placement because those are most easily found and seen.

Con: Less Traffic. Bing has a much smaller market share than Google, so if you concentrate too much there,  you could lose potential customers who are not using Bing or Yahoo as their search engine.

So, What’s the Answer?

  • Both, if you have the budget.
  • Test it out.
  • Do a little research.

Since Google is still dominating with volume, we recommend starting off pay-per-click on Google, especially if you have a limited budget. This way, you are reaching a drastically larger audience.

Once you have a campaign running and find keywords that are strong and generate conversions, it is a smart strategy to test them out in Bing. With this, you are tapping into two search engines and reaching the maximum target audience on keywords that you know are performing.

With Bing being less competitive, and therefore sometimes cheaper, you may see an increased ROI (return on investment). From this, it will be easy to determine whether Bing is a successful tool for you company in addition to Google or instead of Google.

If you have analytics and tracking through Google Analytics or other tools, you can also do a little research and see whether users are using Bing or Yahoo to find your website, or if either is generating conversions. If you notice strong conversions from Bing or Yahoo, you can try some Bing PPC ads to see if you can get the same results.

Each company is different and each buyer is different, so it is important to consider all options when it comes to generating targeted traffic to your site.  But if you have the budget, and are careful about implementation, give Bing PPC a try!

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Avital Steltzer

The creativity that is needed for online marketing is the forefront of my passion for work. The online world is constantly changing which means you constantly have to come up with new thinking and ideas to communicate. But that is what makes it so exciting! Full bio

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