People often ask us if we recommend Google or Bing – or both, for their pay-per-click advertising campaigns. It’s a good question, as different types of people use different search engines, so it all depends where you’re most likely to reach your customers. In this post we’ll compare user traits and demographics between Google and Bing.
First, let’s take a look at volume of searches by country.
So of course Google has a lot more volume of people doing searches, thus if you’re looking to run a large-scale (or worldwide) campaign, no doubt Google is in your mix. However, if your target market is the US, consider Bing too!
Let’s think about that for a second. Internet Explorer is the default search engine for any Windows device, so people who continue to use it either; a) really like Internet Explorer (which seems rare nowadays), or b) don’t know how or care to download and install a different browser like Chrome or Firefox. This is reason enough to assume the following;
And this also supports further stats about users who use the search engine:
Statistically speaking, likely you! Here’s some stats though:
So despite Google having more volume, it’s about 71% more expensive, meaning you could potentially attain a much lower cost-per-lead through Bing.
Overall not a big difference, albeit a little more frustration in using Bing’s system.
Expectantly, there are many more advertisers on Google than Bing, so your ads have a much better chance of standing out through Bing. This is also what makes it more expensive to advertise on Google.
We wouldn’t necessarily say one is “better” than the other. Again, it depends on who your target audience is and which search engine they’re using. So if your target market is mainly fleet managers of US companies (for let’ say, a GPS fleet tracking company) and depends more on quality of leads than volume, then Bing may work well!
On the other hand, if you’re company offers document conversion software and depends on a healthy volume of leads through the door, then Google will likely be best due to its techy users and huge volume of searches.
Despite the current statistics that say Bing is for the older, less tech savvy people of today’s world, Bing is actively trying to change that, and in the future, who they cater to might be a lot different. Meanwhile, Google is always developing the next cutting-edge technology, and they have some strong footholds in place. Consider the following:
Ever heard of DuckDuckGo? It’s a search engine started by a guy out of his basement (kind of like Google), that has been growing very fast in popularity due to its total “anonymity” – it doesn’t record any of your data, and people like that nowadays. Just check out how their number of searches per day have been growing!
(Still doesn’t compare to Google’s whopping 4 billion searches per day though – yet!)
It’s an ever-developing landscape, and only the future will tell what happens next. In the meantime, we’ll be happy to help with any pay-per-click advertising campaigns for your business.
Thanks for reading,