Basic Differences Between Bing Ads and Google AdWords

Basic Differences Between Bing Ads and Google AdWords

MICROSOFT FINALLY GOT SERIOUS about search in 2009, when it unveiled Bing, a search engine previously known as MSN Search or Live Search. That same year, Bing partnered with Yahoo! Search, making it firmly the No. 2 search engine on the planet, only behind the giant Google Inc.

Since 2009, Bing has improved as a paid search provider. While it remains the No. 2 search engine, many small businesses are finding Bing Ads offers a bigger bang-for-the-buck compared to Google Ads. But what’s the difference between the two?

Basic Bing/Google Differences

Value judgments aside, it’s important to note several key differentiating factors between Bing and Google. Among the differences are:

  • AD LOCATION — Obviously Google ads are shown to users Google and Google Ad Network partner sites. Bing ads, on the other hand, are shown on Bing and Yahoo! and their own set of syndicated partners.
  • DIALS & DO-DADS — There are a number of subtle control differences between the Bing Ad user controls and those of Google AdWords. For example, Bing enables monthly budget limits whereas Google accommodates monthly limits by enabling a daily budget to be set for each day of a month. Another subtle difference: Google AdWords copy is written over two lines at 35 characters each while bing is written over one line at 71 characters.
  • NEGATIVE KEYWORDS — Both paid search ad systems enable negative keywords (words, when entered into search along with targeted keyphrases, preclude that search from triggering a paid ad), but each has its own way of doing so. Bing does not support broad match negative keywords (plurals or misspellings, for example) while Google does.
  • TARGETING & QUALITY — The subtleties and particulars associated with each search engine’s targeting and quality assessments are different. As such, each search engine may require variation in strategy and optimization.


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