Bing Ads vs Google AdWords – 7 Ways Bing Ads Are Way Better


Search engine annual revenue reports are always a great resource. They keep us informed on the latest developments concerning search engines. The best part is these reports are available for free!

Looking at reports like these, made us wonder just what kind of advantages Bing has over Google.

Top 7 Reasons Why Bing Ads Are Way Better Than Google AdWords

Bing’s smaller market share means less competition

I guess having less of the online market share can be an advantage after all. It’s certainly true when it comes to advertising on Bing. We have found that by virtue of there being less competition, companies that advertise on Bing find that their ads tend to fair better than on Google. Ads appear better positioned and the cost per click is also much lower on Bing, sometimes as much 33.5%. As a result Bing Ads have on average more CTRs.

Better campaign and group level control with Bing

Setting up your ad marketing schedule is one of the major challenges people face when using AdWords. While you are able to select a language, location, network and ad schedule, it isn’t always easy to make changes at the campaign or ad group level.

Thankfully Bing does things differently. You have more freedom here. You can even schedule your Ads to suit different time zones.

Bing Ads offers a significantly better device targeting option

In a world where more and more people rely on their mobile devices for everything they need, having a targeted marketing campaign will go a long way in ensuring that you reach the customers you want, at the right time.

Unfortunately, Google makes this a tad bit difficult because you have virtually no choice but to opt for the default setting which targets all the major devices. So by virtue, your ads will be shown on mobile phones, tablets and desktops.

Contrary to Google, Bing has put in place several plans to remove this restrictive default setting. To date, you are able to set your targeting for mobile phones separately. If you choose mobile targeting with Bing, you also have the freedom to devise a table campaign where the bids are adjustable.

Bing gives you more choice over search partner targeting

When it comes to paid search advertisers, Bing and Google are once again very different. Google goes with a take it or leave it policy. There are two choices forced upon you at the campaign level:

  1. You either go with target Google search,


  1. You take both target Google search and search partners.

There is no negotiating. What makes it doubly worse is that you don’t even get the chance to see who is helping drive traffic to your site.

Bing on the other hand, gives you the choice of targeting either search partners on their own, or a combination of both search partners and targeted searches. This option is available at the group level.

That’s not all. You have access to a platform that allows you to check out the search partners who are helping drive traffic to your page. If you also happen to see something else you don’t like in these reports you can always rectify the problem right there.

Close variants are optional on Bing Ads

Bing Ads gives you the option of using close variants, if you want to, on either levels. AdWords on the other hand, has no such courtesy. In August 2015, Google took a bold step and removed the option to have variants to make them mandatory on all accounts. Saying the paid search community was not too pleased is an understatement.

Bing uses social extensions really well

The use of social extensions generally adds more weight and authority to a simple ad. It shows a potential customer just how many followers or subscribers an advertiser has on different social media platforms.

Bing Ads offers you greater freedom with your demographics

Demographics can help you determine a lot about your consumer base. Knowing who views your ads, how old they are, and what their gender is can help you tailor your ads accordingly. Bing does this all for you. AdWords however is a different case. It allows advertisers to see and manage their demographics. However, there is no demographic-based targeting on the Google Display Network of yet.

When all is said and done, do consider Bing Ads for you next ad campaigns.


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