Updated: October 3rd 2022

When it comes to search share, Google is the clear winner, currently raking in 66.4% according to August’s comScore numbers, but that doesn’t mean you should discount Bing – they’re currently in second place, with 15.9%, and if you add in their partner Yahoo’s share, you end up with a cool 28.7%. So when you’re looking to run Pay Per Click ads, you may wonder about Bing PPC vs Google PPC and which you should choose to go with for your business. You want the maximum amount of impact for the minimum amount of bucks, and since PPC can be a money-suck if you’re not careful, it’s important to head in informed.

Bing PPC vs Google PPC Seach Share

Bing PPC vs Google PPC. And the winner is…?

It depends!

Yeah, that almost sounds like a cop-out, but I promise it’s actually true. Let’s take a look at the two major factors involved:

  • Reach. Google AdWords dominates the PPC landscape because the scope of Google’s reach is enormous. When you place an ad with them, you know that you’re automatically getting the highest number of potential viewers for that ad, simply by virtue of Google’s huge amount of traffic. Bing PPC ads automatically offer less in the way of potential viewers, because even with the Microsoft-Yahoo Search Alliance, the combined search share is still less than half of Google’s.
  • Cost. On average, Bing PPC’s cost per click tends to be lower than that of an AdWords CPC. You will be reaching a smaller audience when using Bing, but it will cost less to get the clicks you get. Click through and conversion rates also tend to be higher using Bing, and you’ll likely receive less “dummy clicks” since there are less users.

So, when we’re talking Bing PPC vs Google PPC, and we say it depends, what does it depend on, exactly? That one’s easy: your business.

Your business’s PPC budget and the goals you’d like to reach with your PPC campaigns are the real deciding factors here – how much can you afford to spend? Who do you want to reach most? How much time can you devote to developing, testing, and tracking your campaigns? Businesses looking for to use a single solution with the most reach may want to go with AdWords, for example, while businesses with limited budgets may want to go with Bing to take advantage of that lower CPC.

At the same time, businesses looking to make the most of their PPC budgets in general and reach the most potential viewers possible may want to go with *both.* This is the solution we often suggest to our clients, and the one we use for ourselves. By using both Bing PPC and Google PPC, you get maximum reach, and since Bing’s CPC is usually lower, you can easily add it to your marketing mix without making a huge dent in your budget. To make the most of using both for your business, simply test and track a campaign’s effectiveness using AdWords, choose the best performing ads out of the lot, and use the Bing Ads tool to import your AdWords campaigns directly into your Bing PPC account. It’s simple, easy, and effective, and that makes it well worth the effort of trying it out.