Increase Your Conversion From Paid Ads (Google + Bing Ads)

Reach your target audience fast and effectively using the power of PPC. PPC stands for pay-per-click, it is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It is a way of buying visits to your site rather than attempting to earn visits organically. The search engine advertising is one of the most popular forms of PPC as it allows advertisers to bid for ad placement in search engine’s sponsored link when someone searches on a keyword that is related to their business offering. Thus, search engine rewards advertisers who can create relevant, intelligently targeted pay-per-click.

In being successful at PPC advertising, a campaign should focus on these:

  • Keyword relevance: crafting of relevant PPC keyword lists, close-knit keywords groups, and proper ad text.
  • Landing Page Quality: the creation of optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
  • Quality Score: this is Google’s quality rating and relevance of key words, landing pages and PPC campaigns. The better the scores, the more ad clicks at lower costs.
  • Creative: creativity is key as you would want to captivate your targeted audience.

I know you might be wondering, ‘which platform has more reach?’ or ‘which is less expensive?’ or ‘which has more targeting capabilities?’ or ‘which will produce more conversions and revenue?’ Just maybe you have all these questions. Follow through…

While numerous advertisers view both platforms as competitors, they actually work best hand-in-hand. Google has the majority of the search market, however, Bing advertising most certainly shouldn’t be forgotten. Rather than thinking competition such as: Google Ads versus Bing Ads, marketers should be thinking Google Ads plus Bing Ads.

The relationship and dynamics between both advertising platforms and how they are best used in sync cannot be overemphasized.

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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.

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Google Ad Sample

Bing Ads vs. Google Ads

How does Google Ads and Bing Ads compare in some basic aspects, such as display URLs, description text, keywords, and click-through rate?

  • Display URL: Google and Bing both show display URLs underneath the ad headline. Bing highlights their display URLs with bold formatting while Google Ads does not:
  • Description text: Initially, Google allowed two separate description lines limited to 35 characters each while Bing offered one line with a maximum of 71 characters. However, both Google and Bing now allow 80 characters in one longer description field.
  • Keywords: Both platforms offer a keyword research tool, broad match, and negative keyword targeting. The main difference between the two is the fact that, the traffic volume for keywords is much lower on Bing.
  • Click-through rate: Bing ads tend to have higher click-through rates for shopping and financial services search verticals. This is because they offer many shopping and financial resources and ads in those search verticals on these platforms reach highly-interested prospects, receive more engagement, and have higher click-through-rates.

There are two main factors to consider while deciding on what platform is right for advertisement. This includes:

  • Reach (Bing Ads vs. Google Ads): It is known that Google has dominated the search engine market, and therefore has a larger search volume and more reach. However, this doesn’t mean it is the only search engine worth investing in. The Bing network is growing quickly as it now has 34% of the desktop search engine market share worldwide. Increased visibility as Bing allows advertisers to reach an older and more educated audience, a specific demographic. Despite Ads reaching more people and having higher search volumes, Bing allows you to reach a wider audience of customers and produce better results than only AdWords would.
  • Cost (Bing Ads vs. Google Ads): What Bing lacks in volume, it most certainly makes up for in performance although budgets do fluctuate by industry and every single advertiser. In comparing the costs of each ad platform, it is important to remember that Bing and Google don’t always get the same traffic. Sometimes, Bing Ads CPC is lower, but the traffic quality is also lower. As such, advertisers end up paying more for a conversion than they do on other competition websites. The opposite can also be true, though with the right traffic, Bing’s pay per click can generate more sales and at a lower CPC.

However, Google Ads and Bing ads work better hand-in-hand. Why pick one when you can use the other to fill in gaps left by the other? Which platform has more reach, which is less expensive, which has more targeting capabilities, which will produce more conversions and revenue may not be an issue if you know just how to make use of it to your benefit which is why you need to contact us at Aziel Digital. Pay per click is probably not necessarily a competition, as to which is the best, between Google Ads and Bing Ads but rather how both can work hand-in hand to help push forward the purpose of PPC in your everyday business. We offer press release writing and distribution service.

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Bing Ad Sample
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