![]() ![]() A larger variety of people means a broader array of interests, needs, and wants, so any given business has a better chance of someone clicking through on their ad on Google rather than Microsoft Bing. This stands to reason – as Google has a more extensive user base and a wider variety of people. Google ads have an average conversion rate of 3.75% compared to Microsoft Bing ads’ conversion rate of 2.94%. ![]() Subsequently, Microsoft Bing PPC campaigns are less likely to reach international prospects than a Google ads campaign. Google’s market dominance and brand recognition mean that most businesses gravitate towards Google for PPC campaigns, and most of your clients will want to take advantage of its reach.Īdditionally, Google’s 4 billion-strong user base is spread across the globe, while the Microsoft Search Network is mainly used in the US. While there are 15.5 billion monthly searches on the Microsoft search network, on average, Google has a staggering 8.5 billion searches a day. So much so that the word google itself has become a verb and a synonym for using a search engine. As a result, Google is the first company that comes to mind when most people think of a search engine. Google’s most significant advantage over Microsoft Bing is that it has a considerably larger audience, with 4 billion monthly users compared to Microsoft Bing’s 670 million or so. Google Ads over Microsoft Bing Ads: the advantages Larger Audience Ads on the Microsoft Audience Network tend to be 30-50% cheaper per click than Google, offering much better value for money. That means you won’t have to bid as much for your client’s keywords and can make their PPC ad budget go further. Microsoft Ads has considerably fewer users when compared to Google – but the advantage of this is there’s also less competition for keywords. Consequently, this creates more opportunities for relevant ad placement, as ads for financial services companies can be placed within the content, leading to more Microsoft Bing users clicking through. This is due to the popularity of financial reporting offered by both MSN and Yahoo. In addition, studies have shown that financial service and eCommerce sites are especially successful on Microsoft Ads, which could drive up the platform’s overall CTR. A contributing factor to this, as mentioned above, is Microsoft Bing’s Action Extensions, which encourage users to take action and result in more click-throughs. Higher CTRĪccording to several sources, Microsoft Bing ads have a higher CTR when compared to Google ads’ average. Google, in contrast, only displays the business’ Google+ followers. ![]() Social extensions appear within an ad and tell Microsoft Bing users how many followers a business has on Instagram, Facebook, Twitter, etc. Similar to Action Extensions, Microsoft Bing offers another advantage in the way it displays search ads with social extensions. ![]()
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