The success of a PPC campaign depends on many factors and choosing the right platform is one of them. There’s a good chance you are planning to stick with Google Ads only running paid campaigns. Some of you must be pleased with Microsoft ads but can’t ignore Google because it’s a leading platform. So which one to pick and which to leave?
To choose the right platform, an easier approach is to first understand the differences between Google and Microsoft ads.
Introduction to Both Platforms
Previously known as Google Adwords, Google Ads were launched in 2000. In the beginning, it used to be a monthly service and Google used to set up and manage the campaigns. In 2005, it became a self-service portal because business owners wanted more control over the ads. Now, it’s one of the leading ad networks.
They are fairly new in the market. Microsoft launched its PPC advertising system in 2012. Before that, Overture used to supply search engine ads for Microsoft.
Basic Differences Between Google and Microsoft Ads
Now let’s dive into the key differences between the two:
1: Search Volume and Competition
This is no brainer, Google’s search volume is higher than that of Microsoft’s Bing. It’s much significant because Google’s market share for online search is 75% whereas that of Bing is 12.8 % only. If you want to reach a wider audience, Google is the best option.
A higher search volume automatically increases competition. Getting a good impression will be difficult. It is also likely for the cost to spike. So if you are in a competing industry, getting the attention of your target market will become challenging.
With that being said, it is easier to rank on Microsoft Ads (Bing Ads) than on Google Ads
2: Click-Through Rate
The click-through rate in career and employment services is 3.5%. This information could be particularly useful for sales recruitment agencies that were planning to skip Bing Ads altogether. The average CTR on Microsoft ads is higher as compared to Google Ads.
Everyone wants to know about the cost of these ads. Microsoft ads are less costly than Google Ads and lower competition is one of the main reasons. However, the cost difference can be high or low depending on the keyword.
Statistics say that Microsoft ads are 33.5 to 40% less costly as compared to Google ads. Due to this, it’s recommended to have at least some portion of your budget dedicated to Microsoft Ads.
If your business is spread across more than one country, language must be an important attribute for you. When running an ad campaign, you will most definitely consider language because you would want to target your customers in another country too.
Google supports up to 40 languages. Microsoft, on the other hand, supports 12 languages only. This doesn’t mean Google is perfect. There are good chances it doesn’t support the language of your target audience. However, if the language that your target audience speaks and understands is covered by Microsoft, then you are good to go.
Depending on your case, language could be a barrier limiting you to use one platform only.
5: Network Partners
Google and Microsoft have separate network partners. This will have an impact on how you run your ad campaigns. For instance, if your ads campaigns will include videos too, Google is your go-to option because of YouTube.
Microsoft will provide you access to AOL, Bing, and Yahoo. Which platform to choose depends on where your target market hangs out the most.
Remember that Google has different publishers for its display network. In case you would like to reach users on a particular publisher for display ads, this information will be useful for you.
6: Targeting Options
Google’s targeting is on spot. It’s easy to find an audience based on demographics, remarketing, and use strategies like custom intent and similar audiences. You can also use content targets that include specific topics, keywords, and display extensions. This could be applied to any campaign regardless of its level.
Microsoft has limited targeting options. You can target your searches based on location, device, demographics, etc. A great quality of Microsoft, however, is that you can granularize your campaigns by applying these options to the ad group level. The platform also lets you set separate time zones for separate campaigns.
7: Ease of Use
Google ads campaigns are easier to set up. Although Google has better features and usability, Microsoft has followed the footsteps of Google and introduced structured snippets and similar other features.
Google keeps on implementing changes to its ad platforms and brings in new features. Microsoft is not a little far behind the race. Some might even say too far.
So Which One’s The Best Platform?
Instead of including one platform for your PPC campaign, why not tap into both ad platforms? Microsoft is as valuable as Google. Both have their advantages which you can leverage. You can increase the visibility of your campaigns and generate more leads by using both search engines.
Your audiences could be present on both Microsoft and Google. There is no cookie-cutter fit for any industry. Whether you are in the IT staffing business, selling a product, or offering a service, you will have to test out your campaign first.
I recommend setting campaigns on both Microsoft and Google. Test the results and see which one works best. You may also continue running ad campaigns on both networks for better reach and more sales.