Though Google has historically been a paid search powerhouse, Microsoft's Bing has been making inroads in this area and may offer marketers a better value in some instances. So, Google versus Bing: which is better for your business?
Google Casts a Wider Net
Google has been the king of paid search for many years, and it doesn't look like that's going to change any time soon. According to comScore's March 2014 search engine rankings report, Google holds a commanding 67 percent market share in the core search field. It has 13.1 billion individual searches, up 9 percent from the previous month. If you are hoping to reach a lot of people using a reliable paid search vendor, Google is an easy choice.
Bing Costs Less
Though rates vary depending on the campaign, in all sectors, paid search with Bing costs less. This is largely a product of Bing's lower market share, but Bing's online presence isn't insignificant. Marketing Profs reports that Bing had a 24 percent market share in Q1 of 2014. This is a number worth taking seriously. Gaining access to this amount of reach for a fraction of the cost of Google is a great way for marketing professionals working on a budget to get a big audience without paying a high cost.
Bing Is Growing
Though Google still leads the industry, Bing is growing quickly. During the first quarter of 2014, paid search spending on Bing grew at a far faster rate than on Google, according to Marketing Profs. Only time will tell if this type of growth is sustainable, but it's a good sign. Marketers can get in on the ground floor with Bing's lower prices as they start making more gains towards further denting Google's massive market share.
Google Has Better Hypertargeting Tools
If cost is not a problem and you are planning on launching a massive multiple-device campaign, the usefulness of Google's Enhanced Campaigns tools can not be understated. With Enhanced Campaign, marketers can adjust keyword bids depending on device type as well as time of day and location. This is great for marketers looking to hypertarget their campaigns across specific demographics.
Google has a bigger audience, and it does cost more. If your campaign needs to be run with specific targets in mind, Google might be a better choice. On the other hand, if you are on a budget and are looking for a long-term partner with growth potential, Bing is a great choice. In the choice of Google versus Bing, there's no clear winner. Marketers will have to weigh the pros and cons of each and decide for themselves which makes sense.