Why is Google PPC bigger than Bing/Yahoo PPC?
Google is the world’s biggest search engine with the biggest audience, closely followed by Bing in second place and Yahoo in third.
While many PPC advertisers view the two platforms as competitors, they can actually work better together. Google has the larger portion of the search market, but Bing and Yahoo platforms shouldn’t be discounted or forgotten. Rather than thinking Google Ads or Bing Ads, consider Google Ads plus Bing Ads. This will provide you will maximum exposure across the various platforms.
Google is one of the most widely used used search engine in the world, and is constantly improving with new smart results, advanced features, and working to integrate with other Google products.
Google Ads, is comprised of two advertising networks:
- The Search Network: Advertisers create text ads to appear on the search engine results page (SERP)
- The Display Network: Advertisers create display ads to appear on a vast number of websites across the internet
With Google, you have access to a massive audience with users from many demographics, and you can trust that your content will be displayed on the world’s preferred search engine. With that being said, it is highly competitive, and campaigns will need to be monitored closely to obtain a positive ROI.
Bing, which is owned by Microsoft, has three search engines — Bing, Yahoo, and AOL — so if you advertise on one platform, your ad is seen across all three. The Microsoft search engine suit is growing quickly. According to their website:
- Bing now has 34% of the desktop search engine market share worldwide
- There are 5.4 billion monthly searches conducted on the Bing Network
- 136 million unique searchers use the Bing Network
Bing PPC does offer a lower-risk option for paid ad campaigns. You will still have access to a large audience, but keyword bidding isn’t as competitive. Keep in mind however, Bing traffic is significantly lower than Google’s so although the ads may be positioned higher and cost less, they may not be seen by as many people.
All of this being said, by using both Google PPC and Bing/Yahoo PCC, you will be able to reach a even wider audience and produce even better results than using one platform alone.