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How to Optimise your Online Store?

Newcomers and seasoned marketers alike prefer using Google Ads when it comes to setting out an advertising campaign. This is not a surprise since Google is the most used search engine in the world. It is natural that you would want to use the tool that is associated with the search engine that most people use, after all, Google is widely used in eCommerce in Sydney.   Adword determines which advertisement to show the user who runs the search. The advertisement shown depends on the keyword Quality Score and Bid. The same concepts actually apply to Bing Ads as well. You may be unfamiliar with Bing Ads, but before you take a pass on a completely viable marketing platform, it is important that you understand the key differences between Google Ads and Bing Ads.  

A Quick Background on Bing

  Bing is the web search engine of Microsoft. It is the second largest search engine next to Google, but it is still underused, underrated and underappreciated. Bing has struggled to charm to the digital crowd. You can see how overpowered or dominant the Google search engine is by just hearing the phrase “Google it” when referring to the action of searching the web no matter which search engine is being used.   The tables are quickly shifting in the digital world nowadays. When the big search engine trio (Google, Microsoft and Yahoo!) released their annual revenue reports, you can see that the underdog, Bing, is showing the biggest gains in the paid search advertising department. You can also see that Microsoft’s Bing is holding the 19.7% of the US market share of paid advertising. It is true that Bing Ads is still behind Google Adwords, but it cannot be denied that Bing is doing significantly good in areas where Google has been striving.   So, how does Bing Ads and Google Adwords measure up across common performance metrics? And would they help with your online store optimisation?    

What are the differences between Adwords and Bing Ads?

When you are trying to determine which ad platform is best for your business, it is important to see how Adwords and Bing Ads differ. Knowing the differences between your options can help you make an informed and planned out decision. So before you choose the method for your ad campaigns, here are the distinctions between the two platforms:  

Location of the Ad

  This difference is basic but extremely important to know and understand. Since Adwords is a tool released by Google, the advertisements and campaigns created under Adwords would be located on Google and its partner websites. While the advertisements released using Bing Ads will be located on Bing, Yahoo and their partner websites. .

Description Text

  You will have two separate lines for your ad description when you are on Google, while Bing offers one extra line with a 71 character limit. Whichever platform you choose to go with, it is important that you ensure that the quality of your copy is good.  

Budget

  Both Google Adwords and Bing Ads give their users the liberty to adjust and limit their ad budget on a daily basis, but only Bing has a monthly ad spend limit setting that users could adjust as they see fit. Some users actually prefer this monthly budget set up. Bing also has different minimums for budgets and bids, this would be something that a Google Adwords user would need to adjust to.  

Negative Keywords

  If you are a Google Adwords user who is a fan of using negative keywords, then Bing Ads is a platform that you would need a bit of time to get accustomed to. Bing does not use broad match negative keywords. When you are using Bing Ads, your keywords will act as a phrase match negative keywords instead.   So, for example, when you are working on your online store optimisation and you want to ensure that your website does not show up when someone searches “free”, then you would have to input that information differently as you would have for Adwords.  

Targeting

  The targeting options (like time of day, location, age, etc.) for each and every platform have significant differences. Whether you are using Bing Ads, Google Adwords or something else, be sure to review and research on these options because, due the big differences across the platforms, your setting in one platform will most likely not work for another platform.

The Search Marketing Statistics: Adwords Vs. Bing

  As they say, actions speak louder than words, so let the numbers speak for these ad platforms. These statistics can help you gather information that will help you decide which ad platform you would like to utilise in your online store optimisation. You should carefully review them and take them into consideration before you make a decision. Different businesses require different kinds of methods, so it is for you to figure out which matches your business best.
  • From June 2011 to June 2012 Bing stole 5% of Google’s search share (Experian Hitwise).
  • Google AdWords holds 81% of all search accounts while Bing only controls 19% of them (Pricing Engine).
  • Data released by Pricing Engine in 2013 suggest that Bing is “more efficient” than Google AdWords with lower average CPC (cost-per-click). Google, however, has a higher search volume and CTR’s (click-through-rate).
  • Nearly one-third of all search queries are done on Bing or Yahoo (comScore).
  • Within the computer and internet vertical, on average advertisers paid 117% more per click on AdWords than Bing Ads.
  • In a 2013 report, AdWords outperformed Bing Ads by serving 7.3 million more ad impressions in the shopping and classified vertical areas.
  • Google Search dominates the Canadian market with a 67% share over Bing (comScore).
  • According to comScore Bing users are likely to spend 5.4% more than Google AdWord users.

The Advantages and Disadvantages of Bing Ads and Google Adwords

In terms of efficiency, experts have been saying that Bing Ads is actually more efficient than Google Adwords. But since Google obviously has a much greater search volume and higher CTR’s (click-through-rate), Adwords ended up being more preferred. Popularity aside, here are the pros and cons of these two platforms:  

Advantages of Bing Ads

  • Bing Ads is more flexible. You may find that Google Adwords has a lot of restrictions as compared to Bing Ads. Bing Ads offers more options in what you can advertise as well as how many characters you can use for your ad titles. Due to the competitive nature of the marketing industry, this flexibility is important for the eCommerce in Sydney especially this 2019 and the years to come.
 
  • Bing Ads has a more available Customer Service. Ad platform users are customers as well, and customers do not like companies who stop caring about you after they have made the sales. Polls have shown that Bing gives better customer care experience than Google. When they say better, they do not necessarily mean in terms of technical assistance but in the sense that there is always an available Bing customer care representative whereas Google is lacking.
  • Bing is more cost-effective. The cost-per-click is much lower for Bing ads compared to Google AdWords. For those who are looking for a cost-efficient option, Bing Ads may be the right choice to spread dollars further.
 
  • Bing allows you to Advertise on Two Networks. “Bing Search Network” and “Bing Content Network.” This gives advertisers the option to run paid advertising on either one, whichever fits their campaign best.
 

Advantages of Google Adwords

  • Google Adwords has ad extensions. Google Adwords gives you the option for additional features that you can utilise to include a business address, contact info and other information that would be useful for online store optimisation. Bing does not have a corresponding feature for this.
  • Google Adwords has a better Ranking System. Google Adwords, or Google in general, cares a lot about the quality of your site and your content. Google ranks websites accordingly. This is especially beneficial to the users who are using their search engines to get some answers.
 
  • Google Ads has a higher click-through-rate.
 

Disadvantages of Bing Ads

  • Bing Ads Customer Service Knowledge. This was listed as an advantage earlier because of the availability of the agents, but this is also a disadvantage for Bing Ads. Even though the Customer Care Representatives are always available, customers have stated that they do not have the same level of expertise as Google. This may not be far from the truth because Google is larger than Bing. It has more funds to pull from for training.
 
  • Bing has a lower search share. This is an obvious fact since it is well known that Bing only holds one-third of the search share. Although this is actually not a small audience, it is still significantly lower than Google Adwords. If you are a newcomer in the eCommerce industry in Sydney, it is natural for you to think that Google Adwords is the way to go.

Disadvantages of Google Adwords

  • Google Adwords has a higher Cost-Per-Click. On average, Google AdWords CPC is slightly higher in each search vertical.
 
  • Google Adwords is costly. As stated in the item above, the cost-per-click for Google Adwords is significantly higher than the CPC for Bing Ads. Google Adwords is also more complex, it takes more time which ultimately costs more money to set up campaigns.
 
  • It is unclear if Google is in favour of affiliate sites. Google has stated that they like sites with affiliate links on them, but it has been proven time and time again that sites that are congested with them get a lower quality score than those who do not use as much or those who do not use them at all.
 

Google Adwords and Bing Ads Side-by-Side

 

Google AdWords vs. Bing Ads: Cost-Per-Click and Average Position

In terms of average position, Bing Ads is actually more appealing than Google Adwords. Bing Ads has a lower cost-per-click (or CPC) than its complex competitor, Google Adwords. Your ads can show in better positions in Bing without breaking your bank. This makes Bing Ads a more cost-efficient option for digital marketers looking for a budget-friendly way for their online store optimisation.

Google AdWords vs. Bing Ads: Click-Through-Rate (CTR)

The CTR is a key factor in knowing whether your ads are effective or not. The higher your CTR is, the greater response your ads are receiving. Based on some data collected from some ads, the CTR for Bing Ads is actually higher than it is for Google Adwords. One of the possible reasons for this is that Google’s ad format or designs are similar in almost all the pages, the audience may have developed ad blindness since they are so used to the ads blending in the background.

Google AdWords vs. Bing Ads: Conversion Rate and Cost-Per-Lead (CPL)

When you are paying for a search campaign, you are expecting it to deliver some leads to you. This can be different based on the relevance, industry and other factors. It is known that Bing has a lower conversion rate than Google Adwords, but Bing Ads is cheaper. You can pay less for the same lead in Bing, but keep in mind that Google Adwords still has the higher conversion rate. Bing Ads cannot win against Google Adwords when it comes to search volume category as of now.

Google AdWords vs. Bing Ads: Demographics

Majority of the Bing users are the older population with the age range of 35-54 years old, while Google users tend to be younger. There is no clear winner in terms of demographics because that depends on who your target audience is. You would have to decide for yourself which platform will best reach your targets.

Google AdWords vs. Bing Ads: Which Is Better for Your Business?

Google Adwords is the more popular choice since being a tool by the most used search engine almost guarantees more search traffic, but Bing Ads can be an effective marketing channel if you are after higher positioning, CTR, and lower CPCs. These important deciding factors to be considered if you are working with a smaller budget or want to reach a more mature audience. It all comes down to how you want to optimise your online store. Either way, you can always mix and match until you get the results you want. There is no one way to optimise your website and turn it into a sales machine.

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