Google ads operate on the pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Google digs into the pool of Ads advertisers and chooses a set of winners to appear in the valuable ad space on its search results page, every time a search is initiated. Who gets to appear on the page is based on two key factors:
- CPC Bid: it is the highest amount an advertiser is willing to spend.
- Quality Score: it is a value that takes into account your click-through rate, relevance and landing page quality.
Thus, allowing winning adverts to reach potential customers at a cost that fits their budget. Conducting this type of market with the usage of Google ads is particularly valuable because Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads.
Bing is owned and operated by Microsoft. It has three search engines namely: Bing, Yahoo, and AOL. As such, when you advertise on one platform, your ad is automatically seen on all three. This opens up campaigns to searchers across all Bing owned and operated sites, as well as various partner sites.