Which offers the better value?

Click-Through-Rate (CTR) is an important factor in defining whether ads are effective or not. The higher CTR, the greater response the ads are getting.

The click-through-rates is much higher on Bing over AdWords in a sample test. Ad formats also differ a little across the two platforms which may be a contributing factor here.

According to a simple test, Bing Ads received a higher CTR than Google AdWords, so even though it is often maligned, Bing is not as irrelevant in the face of its main competitor as many consumers, and marketers think.

Microsoft’s search engine holds a 25% market share in the UK, amounting to around 896 million monthly searches. Importantly, the engine has seen a 43% year-on-year market share growth, all of which makes it an important channel for paid search.

Although, new research suggests that Bing could actually offer marketers higher conversion rates and cheaper cost per click (CPC) then its more ubiquitous rival. The company used Bing’s own data to see where there might be opportunities that marketers are currently overlooking.

Comparing the same accounts year-on-year for both Google AdWords and Bing Ads, the company found that Bing offered 29% lower costs. The Microsoft engine also presented a 30% higher ROI and a 97% increase in revenue when compared to Google.

It is certainly true that many marketers have not been putting as much effort as they could be into Bing.

Bing is a completely different from Google and should be treated accordingly. Campaigns, Keywords and Ads all perform really different when compared to AdWords, so it’s essential to tailor them and optimise according to the platforms performance and features.

Based on the results, Bing is going to be a major player in the Paid Search industry.