Are you wondering if Google or Bing is the best platform for your paid advertising? How do you know you're getting the best marketing ROI?
Learn more about Bing ads vs. Google ads and see which platform is the best choice for your home contracting business.
Where You're Advertising With Bing Ads VS Google Ads
Choosing to place ads on Bing or Google means choosing the network where your ads will appear. Bing is likely somewhat less familiar, so here's a brief overview of where each platform can show your ads.
Bing Advertising Network
Microsoft owns Bing. Microsoft renamed the advertising service Microsoft Advertising (formerly Bing Ads) because ads can now serve on more platforms. With Bing, you get access to the Yahoo, MSN, and AOL networks as well as their partner websites.
Google Advertising Network
Google gives you access to a wide range of placement options in addition to Google search results. The network for display ads reaches more than two million websites and apps. You can place ads on YouTube and Gmail among other platforms.
Demographics of Bing VS Google
Google is indisputably an internet and advertising giant. Bing has some advantages, though. You may be surprised how Bing could help you reach a different segment of your target audience.
Who Uses Bing?
Microsoft reports that Bing sees 7.2 billion monthly PC searches in the US market. Users tend to be somewhat older and also have higher income: 45 percent are over the age of 45, and 42 percent have a household income in the top 25 percenet.
100 percent of Microsoft search network users purchased a product or service online in the last week.
Bing doesn't have the reach of Google. If the Microsoft search network demographics match your targets, though, Bing can give your advertising a clear boost.
Who Uses Google?
Google processes trillions of searches per year. It holds more than 90 percent of the global search engine market.
Google's users are younger than Bing's, and they tend to be more tech-savvy. Mobile devices make up more than 60% of all Google searches. Google's immense reach means it should have a place in your advertising strategy.
Whether you use Bing or Google, you're primarily relying on pay-per-click (PPC) advertising. PPC advertising is a model where you pay a fee each time someone clicks on one of your ads. The main goal is to drive high-quality website traffic.
When PPC works well, the visit is worth more than what you paid for it.
Webpages and search engines have limited ad space. You compete in online auctions for ad placement. You choose keywords and set a budget based on how much you're willing to pay for clicks.
The most successful PPC campaigns depend on several factors including:
- Researching and choosing the right keywords
- Organizing keywords into organized campaigns and ad groups
- Creating PPC landing pages optimized for conversion
PPC doesn't have fixed prices. The price depends on factors like your industry, seasonality, trends, and keyword competitiveness.
Types of Ads On Bing VS Google
Bing and Google both offer Search ads, Display ads, and Shopping ads. For home contractors, search ads and display ads are the most relevant. Shopping ads are designed for retail businesses that sell products online.
Paid search ads can put your business at the top of search engine results pages (SERPs). These ads have text but no visuals.
Paid search ads are a way to hyper-target audiences. You can target people with a high purchase intent.
On Google or Bing, successful paid search ads need:
- The right keywords
- Compelling copy
- An effective landing page
The combination of these factors with your bidding strategy determines your chances of getting the top ad position.
Display ads are visual banner ads. They can use static images, GIFs, videos, or other content. They appear on partner websites and apps.
Display ads are a good way to build brand exposure. They help more potential customers discover your company.
You can also use them to retarget audiences. Retargeting is a way to remind website visitors of your services after they leave your site.
Both Bing and Google offer several different types of search and display ads. For example, Microsoft audience ads are a type of banner display ad with contextual placement. They give users a seamless experience through integration with blogs.
You can choose the specific type of ad that best serves your goals.
Microsoft Advertising Pros And Cons
Microsoft advertising gives you access to several different networks including Bing. You can reach a different user base than Google.
Bing ads have less competition for keywords and cheaper costs per click. You may improve your marketing ROI.
Microsoft advertising gives you a finer level of control at the campaign and ad group level. You can target devices more easily.
The main disadvantage of Bing is its smaller market share. A smaller market means less traffic.
Google Ads Pros And Cons
Google is the search engine with the largest market share. You get robust tools to design and analyze your campaigns.
For home contractors, Google My Business is another important reason to use Google. This free web tool helps local businesses get higher visibility in Google searches.
One downside of Google ads is the cost of competitive keywords. You may not get the best marketing ROI.
In addition, Google ad campaigns are complex. You need to actively and consistently manage your campaigns.
Choosing Bing Ads or Google Ads
The debate over Bing Ads VS Google Ads doesn't necessarily have a clear winner. Each platform has certain advantages for your marketing strategy. Many businesses get the best results from using both Bing and Google.
You can benefit from the advantages of each service while offsetting some of the disadvantages.
Optimizing Your Bing And Google Advertising
As a home contractor, your business has specific advertising needs. Working with a digital marketing agency that specializes in home services businesses can help you get the best results.
Online Visibility Pros is dedicated to helping home contractors grow their businesses through the internet. We know your industry. You can rely on our experience to improve your company's performance.
Learn more about our Google and Bing Ads management services here and start getting more from your digital marketing.