Google Ads and Bing Ads: 5 key differences

This article was updated on February 05, 2018.

After having fully exploited and optimized your Google Ads campaign, it is time to start exploring bingads, Microsoft’s advertising solution that allows you to run ads on both Bing and Yahoo!

In general terms, Bing Ads works like Google Ads: you choose the keywords for your ad and an auction is held between advertisers.

In fact, the operation is so similar that Bing Ads has a tool that allows you import your Google Ads campaign to the Microsoft tool. 🙂

However, although they may seem similar, there are important differences that you have to take into account to avoid surprises that negatively impact your results. Look!

1) Location

As trivial as it may seem, the impact is so great that we decided to add it to this list.

In the case of Google Ads, ads are displayed in the search engine of Google and its partners search like Ask.com. On the contrary, in the case of Bing Ads ads appear on Bing and Yahoo!

2) Budget

While Google Ads only supports daily budgets for your campaigns, Bing Ads tolerates both daily budgets as monthly budgets.

In any case, you have to know that your monthly budget is not going to be distributed throughout the month, but that your ads are going to use as quickly as possible for the keywords that you have chosen.

It is, then, a similar operation to the accelerated delivery of Google Ads. Due, it is possible that your budget will run out before the end of the month.

3) Cost per click (CPC)

Bing Ads has a lower CPC than Google Ads, and this is to be expected since as there are fewer potential clients who search in said search engine, fewer advertisers participate in the auction. In this way, the auction becomes less competitive.

But remember that the important thing is not the CPC of your campaign but the (cost to acquire a sale or a client).

4) Availability

to confirm that your target audience is there. The largest markets in Latin America such as Brazil, Mexico and Argentina are included, but some others on the continent are not yet.

5) Calculation formula

Although both search engines consider the relevance of the keyword, the ad text and the landing page, the formula is not exactly the same. Therefore, hardly have the same level of quality in both services.

However, if you work on the relevance of your ads and landing page for the different keywords in your campaign, you will get very good results.

Finally, remember that Google concentrates 90% of searches in the Latin region. Consequently, the 90% of your budget and focus should be on Google Ads since it is where the vast majority of your customers are located.