Google Ads and Microsoft Advertising (formerly Bing Ads) are some of the best known platforms when it comes to paid search. That’s hardly surprising, considering that they command a large part of the world’s search engine market. The fact that you are here probably means you are wondering which, between the two, will do the job for you. This article seeks to demystify Paid Search while making a comparison of Google Ads and Microsoft Advertising.  Knowing what to expect is a good way through which to get the most out of whichever platform you end up opting for at the end of the day. 

What is Paid Search?

If you are an internet user, chances are high that you come across paid search on a daily basis. Think Google, Bing and Yahoo. But what does the term “paid search,” mean? Carry out a search for a product on Google today, and you will most likely get, alongside organic search results, paid search ads from brands that participate in the Google Ads program. The ads that you get at the top of your Search Engine Result Pages (SERPS) are what are referred to as Paid Search.

How does Paid Search Work?

Whenever you make a search, Google determines which ads to show alongside organic search results, based on the keywords that are used, an ad’s quality score and the amount that you have bid for that keyword. Making a higher bid would appear, at face value, to be the best option if you are desperate to get to the top. However things are not that simple. Your quality score, as an example, tends to have a high impact on the performance of your Google Ads. So, your competitors may still perform better than you despite having lower bids. An ad’s quality score is derived from a number of factors, including how relevant your landing pages are. 


Why bother with Paid Search? 

This is a question that we get a lot from beginners. So, you have launched a website for your business and have employed various Search Engine Optimization (SEO) experts to help you get to the top of SERPs. Isn’t this enough? Should you even bother paying for search? Here are answers to these questions; 

  • SEO is not the task of a single day. Neither is it an endeavor for the impatient. That is the major reason why most people opt for Paid Search. All the steps that you take to optimize your website for greater visibility on Search Engines will not immediately begin to bear fruit. Indeed, it can take up to 6 months for SEO to start being profitable. And that’s assuming that you have a well established website. If your domain is still new, then you can forget about seeing any meaningful results before up to 2 years. There are, of course, a number of steps that you can take to hasten matters. However, generally speaking, Paid Search is a better option for those that are looking for immediate results. 
  • As already noted, Paid Search is a good way of getting around the sluggish nature of SEO. In fact, the beauty of Paid Search is that it allows brands to immediately get to the top of Search Engine Result Pages. For better or worse, paid search results are given precedence over organic search results on relevant queries. You need to understand that the searching public gives prominence to a result that’s on number 1 on a page, than to one that is at the bottom. So, the higher you are placed, the more clicks you are going to receive.  

Google Ads vs Microsoft Advertising

Okay, now that we have put that out of the way, it’s time for use to go back to the object of this article. If you are wondering which to use between Bing and Google Ads, the following tips should help you get going; 

  • You will have less competition with Microsoft Advertising

Google Ads and Microsoft Advertising are pretty similar. They both use paid search to enable advertisers to get to the top of Search Engine Result Pages. Globally, the Bing Network commands around 10.4% of the search market. Google, on the other hand, commands about 88.47% of the market. Clearly, Microsoft Advertising is not as popular as Google Ads. However, this is something that you can use in your favor. If you are a small business, you are likely to meet less competition with Microsoft Advertising than with Google Ads.  This allows you to have your ads in favorable positions while paying less than would be the case with Google Ads. 

  • Microsoft Advertising is cheaper that Google Ads

Those that have used both Microsoft Advertising and Google Ads will attest to the fact that the latter tends to be cheaper. However, you will probably be compromising on volumes and quality of traffic should you go with Microsoft Advertising. 



  • Microsoft Advertising has a higher CTR

The CTR, when using Microsoft Advertising, tends to be higher than is the case when using Google Ads. Across all industries, the CTR for Microsoft Advertising stands at around 2.83%. That for Google Ads stands at 1.91%. A better CTR is fine. However, without the necessary search volumes, you are probably not going to achieve the results that you are looking for. 

  • Targeting options are more robust with Google Ads

It’s worth pointing out here that Google offers better targeting options when compared to Microsoft Advertising. This makes it much more likely that your ads will be able to reach the right kind of audiences. 

  • Both allow you to have Seller Ratings in your Ads

Seller Ratings are a good way through which you can improve the performance of your ads both on Google Ads and on Microsoft Advertising. Both Google Ads and Microsoft Advertising allow you to get Seller Ratings as a way of improving the performance of your ads. To get Seller Ratings, you need to sign up with one of the approved companies, such as eKomi. They will then syndicate data from your online reviews to various search engines, for use in Seller Ratings. To get started with Seller Ratings, don’t hesitate to get in touch with us today!

Which one should you choose?

One of the things that we hope this article has made you realized is that you should never ignore Microsoft Advertising. The platform may command only around 10% of the search market, but it is good enough to be part of your marketing strategy. That is particularly applicable for small businesses. A final bit of advice is that Google Ads and Microsoft Advertising should not be viewed as competitors. Rather, you can use both to ensure maximum coverage across all search engines.