When you think of online marketing, you usually only think of Google. It’s your only option, right?

Sometimes yes, but sometimes no. While it will naturally serve as your primary marketing channel—because that’s where most Web traffic heads first—Bing may be the better option with respect to PPC ads. Here are three reasons why:

1. Bing Ads Cost Less, While Still Helping You Drive Revenue

Google makes approximately $200 billion (!) in revenue from its Ads platform, accounting for 80% of the company’s annual revenue. Google’s interest lies in keeping prices for PPC ads high—and hiding organic search data so paid search becomes more attractive. This is precisely their strategy.

With Bing, you pay far less for the same (or even better) ad placement. Moreover, you still drive revenue because people in fact use this search network. You simply can’t beat Bing, speaking in terms of value.

2. Bing Doesn’t Force You to Use Closely Related Keywords

A few years back, Google forced their advertisers to display their ads for terms with common misspellings of the target term, plural versions, and grammatically related variations. Of course, it’s easy to see how this can lead to more clicks. However, you may not want these extra clicks because they won’t actually drive revenue. Unfortunately, Google gives you no choice.

Bing, on the other hand, does: meaning you’ll only appear for the exact terms you want. The result? You’ll spend less money and win more sales.

3. Bing Ads Target a Distinct Demographic

If your target customer is older and on the wealthier side, Bing may just be the search network for you. As one might expect, Google’s market skews younger (though other demographic details are challenging to nail down, given such a gigantic audience).

Nevertheless, you can reasonably infer Bing’s audience is more likely to be older (40% between the ages of 35-54), married (43%), and have a higher income (33% above $100,000).

Is Bing Really Better?

Technically, it’s impossible to tout one paid search network as better than the other. It really depends on who you want to market to! With this in mind, you’ll need to do some research and evaluate which best fits your own specific business model.

If you’re unsure, Bing’s at least worth a test and can perhaps help you save quite significantly on your PPC costs in the long run.