Google AdWords vs Bing Ads – Which PPC Advertising Should You Do in 2018?

BING…. not a word you hear a lot in the digital advertising world, but ya know what, we really should hear it more often.

Afterall newest Windows computers have the new EDGE browser by Microsoft built in and its default search engine is BING (Microsoft). So how does Google Adwords vs Bing ads compare in the world of local business advertising to acquire new leads and customers?

Should you use Google Adwords, BING PPC or both?

For starters, I’m going to assume that you have already decided that PPC advertising is the right way to go for your industry and city.

If you’re not sure if Google Adwords or Bing Ads is for you check out this article on Is Google Adwords Right for My Business. The article focussed on Google AdWords, but the same evaluation holds true for BING PPC Ads as well.

Once you’re sure that you want to test Pay Per Click advertising then I say you first dive into Google AdWords.

Why?

Start With Google AdWords

Because it’s the 500-pound gorilla in the pay per click online advertising space.

Google gets the lions share of al searches every day, so if you want to determine if you can generate new leads and customers with this form of Advertising Google wins the competition in the Google AdWords vs Bing Ads competition.

Now, what about after you have a proven track record with Google Adwords and you’re generating new leads, calls, and sales? Should you consider scaling out to BING PPC Ads?

Absolutely! Even Bing knows this is how many small businesses do it. They have an import feature which lets you bring in your Google Adwords Campaigns, AdGroups, Ads and keywords right into their advertising platform so you don’t have to recreate from the ground up.

Why not Start With BING?

The reality is BING gets about 10-12% of North American searches on a good day.

So if you’re a small business in some city in the US or Canada there is only 10% of the people looking for your services in BING than there is in Google on any particular day.

This doesn’t bode well if you’re trying to get relevant stats in a short period of time on pay per click advertising for your industry and city. Hence why we suggest you go with Adwords in the AdWords vs BING ads battle out of the gate.

In saying that though, the competition is lower in BING, cost per clicks are lower in Bing and generally, the conversion rate can be just as high.

The downfall is simply the lack of searches done each day, but that’s not a good enough reason to stay away from it.

So we say double down and test first with Google Adwords but then roll out your campaigns into BING Ads.

We do this for clients once we have a successful campaign(s) running in Google Adwords. We simply duplicate the campaigns into BING and let them run for 30-60 days to ensure the campaigns run at a positive ROI. So long as they are then we get the client to add a bit of budget to the BING advertising channel and enjoy the extra leads each month.

So that’s the story on Google AdWords vs Bing Ads for 2018.

Do both, but start with Google to get a solid track record!

Want to see how we build out awesome local business campaigns in Google AdWords? Click below to request our demo video of how we create campaigns and then how we track and manage everything from leads to improving ad performance month in and month out!