Bing Ads vs Google Ads: where is your audience?

May 2021

When thinking of paid advertising, your mind probably goes straight to Google ads and Bing ads. Whether you’re an Android or an Apple user,  ads are everywhere. But which platform is right for your business? The answer depends on where your audience is. 

Google Ads

For businesses with a majority of Apple users, Google ads may be the way to go. Like its counterpart Bing, this platform is focused on delivering the right messaging at the right time. Google ads use a search network and a display network to deliver ads to people looking to make a purchase. These two networks allow your business to have Google text ad and video/photo ad placements on Google search engine results and a variety of partner sites.

One of the biggest benefits of Google ads is the network capabilities. Not only can you advertise on the Google search engine, but you also have the ability to advertise on the second most popular search engine, YouTube. The YouTube platform alone also receives more searches a month than Bing, Yahoo, AOL and combined. Your business has access to ads before, during, and after videos as well as on banners throughout the site. This allows you to quickly reach a larger audience that fits your target customer.

Bing Ads

Bing ads, also known as Microsoft ads, appear on Bing, Yahoo, and AOL search engines. This allows businesses to advertise on the three different search pages at the same time, while also having access to any other AOL-owned sites.

The biggest benefit behind Bing ads is the ability to reach an older and more educated audience. Not only are their 5.4 billion searches exclusive to Bing, but one-third of the demographic on this page are over 35. If this is your target audience, Bing ads may be a great tactic for your business. Using Bing, you can get the most value for your ad budget while increasing your chances of making a sale.

Although there are benefits of using Google ads and Bing ads separately, combining these efforts can maximize the results of your advertising. Because their networks do not overlap and you can target with keywords, advertising on both platforms will help you reach the largest portion of your ideal audience and ensure you have no targeting gaps.

megaphone50% of people that click on paid ads are ready to immediately make a purchase.

Not sure where to begin? At KWSM, we develop a powerfully targeted digital advertising campaign that will expand your reach and generate leads and more potential customers.

CONTACT US to learn more about developing a digital advertising campaign that will generate awareness, traffic & leads.

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