The Advantages of Bing & Yahoo Ads Over Google AdWords

Posted on 20th Sep 2013 @ 3:32 PM

When PPC (pay per click) was brought up, the names which came out of people’s minds are Google Adwords, Bing Ads, and Yahoo Advertising. Since PPC is an internet advertising model used to direct traffic to websites which also enables business owners to take top placements at every major search in the way of purchasing. As the “granddaddy” of PPC networks, Google has been around far longer and it has a more robust advertising marketplace and the most widespread PPC networks which is well known as Google Adwords. Google Adwords is the main advertising product which brings main revenue for Google. After renamed in 2012, Bing&Yahoo has been providing PPC advertising service on both the Bing and Yahoo search engines.

The saturation of searching result is a big problem for Google Adwords. So many companies bid for the top placement on the first page of searching result. Business owners have to pay higher prices for dozens or even hundreds of keywords sometimes. However, when they choose Bing Ads instead, advertisers can pay less money for placement on most keywords comparatively.

On occasions, Bing has higher conversion rates than Google because Google is a default search engine which takes more efforts and work from users to bring up conversion rate to an acceptable level than it does for Bing. So Google Ads will probably get more clicked but not more purchasing will be generated for sure at the same time. Because Google Ads appear to more people online, it generates more traffic for online marketing campaign. However, Bing Ads advertisers get access to the MSN audiences, so it can generate higher sales for certain categories of businesses since the range of age of MSN users are larger than that of Google users.  MSN users are whom most B2C marketers look for.

Bing pursues small advertisers with higher level of customer support for lower prices. Small advertisers of Bing can make good use of Quick launch program for free advertising consulting. On the contrary, Google advertisers have to pay much more money for their account representatives to have their dedication.

In addition, another issue which needs to be paid attention to when advertisers use Google Adwards is the “Google slap.”  Google will change an account or even close it if a website is determined as low quality and terrible key words match by Google. Besides, the worst part is being unable to predict when it is going to happen. If companies only rely on Google for their web traffic, “Google slap” will push them out of business. Therefore, getting another source of PPC networks is necessary without a doubt to lower the risks. So nightmare will not take your whole dream away because you have already had a backup.

By Mark Liu