PPC: Bing vs. Google
What is PPC?
Paid Search, in terms of digital marketing, refers to the action of firm's paying for "space" within the internet, such as search engines, where advertisements can be ran. If you're unfamiliar with paid vs. organic methods of social media marketing, I suggest you check out my previous blog post as a refresher before continuing, as this post will highlight the similarities and differences between Google Ads and Bing Ads.
For a bit of overview, Google Ads contains two potential advertising networks:
- The Search Network: The Search Network allows for advertisers to, "create text ads to appear on the search engine results page (SERP)."
- The Display Network: The Display Network allows for advertisers to place "display ads" across a multitude of different websites and platforms.
Bing Ads, on the other hand, are controlled through the greater Microsoft network. Microsoft owns three search engines- Bing, Yahoo, and AOL. Therefore, in creation of a Bing Ad, that ad has the potential to be displayed throughout all three platforms, which varies substantially from Google's methodology of individual placement.
In comparing Google Ads to Bing Ads, there are a few key differences that have the potential to sway advertisers in one direction or the other.
For starters, it is important to note the differences in the demographics of Google users vs. Bing users. Google controls, "65% of the market share of US searches." Therefore, even though us as digital marketers might consider other search engines to be fossilized by now, that is not yet the reality for 45% of US searches. Google users have been categorized as typically younger, more educated, tech-savvy individuals; where as Bing users usually fall within particularly young as well as particularly old users. It was found that 87% of Bing users are actually being redirected from Internet Explorer, and if that doesn't accurately describe Bing's target demographic then I'm not sure what will.
In terms of reach, Instapage provides insight to the differences between Google users and Bing users. It has been found that,
"Bing Ads reach 63 million searches that aren't reached with Google AdWords."
For Google, this is a huge gap in terms of want/need recognition, as those searches create opportunities for firms investing in Bing Ads to attempt to reach consumers that Google doesn't appear to be too concerned about. The graphic to the right showcases that, "almost 40% of the Bing Network ranges from 35 to 54 years old, and nearly three-quarters of Bing users are over the age of 35."
Additionally, it was found that, "about one-third of the Bing Network has a household income of over $100,000, and almost half of the Network has a household income of $75,000 or more."
Both age and income are key demographic factors that contribute to a firm's decision of advertisement placement. From this information alone, firm's are able to determine which target market their products or services would most likely benefit.
CPC Analysis
When it come to Cost Per Click advertising, it was found that the average ad position to be around 35% higher within the Bing Network. However, mere exposure is not enough in determining the success of an ad on a particular platform. It has been reported that Bing provides CPC options at a slightly lower rate than Google Ads. With increased potential for exposure as well as a low price, Bing has created opportunities that are harder to come by if using Google.
CTR
Click Through Rate, or CTR, aids in indicating the success of an advertisement. Similar to bounce rates, firm's use CTR as a tool for measuring user reaction and/or interest to a particular ad. In a sample, it was found that Bing had a 34% higher CTR than Google, indicating a slight overall user preference to Google AdsWords.
CPL
Another important difference to take into consideration is Cost Per Lead, or CPL. It was found that, "With just 1 in 3 searches being performed on Bing, Google wins in the search volume category and its users tend to convert more often." Overall, Bing ad Google compete on a relatively similar playing field when it comes to CPL. Therefore, it is up to the advertiser to use other determinant to make marketing decisions.
In the consideration of Bing Ads vs. Google Adwords for paid search promotions, there are a few key points of differentiation to be considered. Potential target markets allow for firm's to make paid search decisions based on where the majority of their traffic is searching. For example, Dyson might have better luck using Bing Ads, as their target market typically lays in the over 35+ crowd. Whereas Redbull would most likely have more success using GoogleAdWords. As a marketer, it is crucial to understand the scope of your business as well as the demographics, psychographics, and behavioral patterns of the desired target market.
Application of PPC
Hypothetically, if an MBA program that resides in the top left of the United States was to use PPC as a marketing method to increase program awareness and applications, there are a few factors to be taken into consideration before purchasing advertisement space.
First, an evaluation of current both organic and paid search marketing efforts should take place in order to get a better understanding of the scope of the problem. If the university is already utilizing paid searches, which platforms are they promoting on and what is the success? If the university has not yet invested in paid searches, where does the organic traffic come from? This could include utilizing inbound marketing strategies to target students already enrolled in undergraduate programs at that particular university, as well as outbound marketing strategies to target potential applicants outside of the university's network. Understanding where current and past traffic is coming from is key in making paid search decisions.
As with any marketing strategy, the university should research motives such as psychographic and behavioral trends such as lifestyles of those already enrolled in the MBA program as well as past students. Driving factors such as locational features(hiking, water sports, recreational drug use) as well as the political climate have the potential to encourage or discourage an individuals application process.
I would add that if that hypothetical MBA program has a need for reevaluating it's marketing efforts in an attempt to increase program awareness and applications, that perhaps credit hours to be given to an undergrad student who is seeking experience in data collection and analysis in the field of PPC as well as digital marketing strategies as a whole.