In terms of online marketing, specifically in the search engine landscape, there are two platforms that businesses can use to grow their business not just online but as a whole. When it comes to online advertising Google AdWords and Bing Ads help businesses establish their brands and effectively reach your target market.

Pay-Per-Click Advertising

This is one type of online advertising where advertisers pay when users click on their ads and both Google AdWords and Bing Ads platforms offer this kind of feature. Whenever a user runs a search on these platforms, both will determine which ads to show based on the keyword quality score and bid.

A lot may view both as competitors. Even so, Google AdWords may have topped over Bing but what marketers should think of is that both should actually work hand-in-hand.

Google AdWords and Bing Ads

While both may have the same concept, each platform has its own specific features and benefits. These are actually what makes each unique and beneficial.

Google AdWords

This is composed of two advertising networks:

  • Search Network – this is where advertisers create text ads that will appear on search engine results page (SERP).
  • Display Network – this is where advertisers create display ads that will appear on different websites across the internet.

Bing Ads

Bing is actually owned by Microsoft. Furthermore, Microsoft has three search engines, mainly:

  • Bing
  • Yahoo
  • AOL

Distinctions between Google Adwords and Bing Ads

Click-through rate (CTR)

Bing Ads have higher CTRs for shopping and financial services search since both Yahoo and MSN offer financial reporting as compared to AdWords.


While both also offer a keyword research tool, negative keyword targeting, and broad match, the traffic volume for keywords is much lower in Bing as compared to Google AdWords. As mentioned earlier, Google tops Bing in terms of user search.


Indeed Google has been always dominating the search engine market. As a result, it has a larger search volume and a wider reach. However, Bing is also rapidly growing, records show that:

  • A total of 5.4 billion monthly searches are recorded on Bing Network.
  • 136 million unique searches are on Bing
  • 34% of the worldwide desktop search engine market has also been on Bing


In terms of costs, ads in Bing is actually a little lower than AdWords. While Google AdWords may have more search volume and customers who also view the ads, better positioning and lower cost per click make Bing makes a little more appealing especially for marketers who have a tight budget.

In conclusion, Adwords compared to Bing get more search traffic. However, Bing Ads can also be an effective marketing channel that can help you boast higher positioning, CTR and lower CPCs. What marketers also need to consider is that you can also import your campaigns directly from Google AdWords to Bing.

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