When you think of online marketing, you usually only think of Google. It’s your only option, isn’t it?
Sometimes yes, and others no. Of course, it’s going to be your primary channel for marketing because that’s where most of the web’s traffic goes first.
But, in the case of PPC ads, you may be better served with Bing. Here’s 3 reasons why:
Google makes somewhere around $60 – $70 billion in revenue from Adwords. It accounts for 75% of the company’s annual profit. Google’s interest lies in keeping prices for PPC ads high…and hiding organic search data so paid search becomes more attractive. That’s precisely their strategy.
With Bing, you pay far less for the same (or even better) ad placement. And you still drive revenue because people do use this search network. You can’t beat Bing, speaking in terms of value.
Google recently forced all Adwords accounts to have their ads show up for terms with common misspellings of the target term, plural versions, and grammatically-related variations. Of course, you can see how this would cause you to get more clicks. But you may not want those clicks because they don’t actually drive revenue. But, Google gives you no choice.
Bing, however, does give you the choice. You can only appear for the exact terms you want.
The result? You spend less money and make more sales.
If your target customer is women 45+, Bing is the search network you want to chase. As you might expect, Google’s market skews towards younger males ages 18-44.
As a result, you can reasonably infer Bing’s audience is more likely to have children. They’re generally less tech-savvy than their Google counterparts. And, as an FYI, they tend to be more blue-collar than Google’s white-collar audience.
Is Bing Really Better?
Technically, you can’t say which paid search network is better. It really depends on who you want to market to. You have to evaluate which search network best fits your business model.
If you’re not sure, Bing’s at least worth a test. You can save quite significantly on your PPC costs.