Google and Bing Ads: Is There a Difference?

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

Google and Bing both have their own pay per click (PPC) platforms. These pay per click platforms allow advertisers to advertise their businesses on top of search engine and only pay when a user clicks on their ad. PPC platforms are a great resource for businesses pursuing digital marketing. However, many businesses do not recognize the difference and similarities between the two platforms.

In this blog we will cover these topics:

  1. Google vs Bing PPC Platforms
    1. Google’s Platform
    2. Bing’s Platform
    3. Different Types of PPC ads
    4. Components of PPC Platforms
      1. Headers
      2. Display URLs
      3. Description
      4. Call Extensions
      5. Sitelink Extensions
  2. What are key Differences Between Google and Bing advertisement?
    1. Reach
    2. Demographic
    3. Cost
    4. Audience Targeting
  3. What Advertisement Platform Should You Use?
    1. Should I use Google advertisement
    2. Should I use Bing advertisement
    3. When to use both advertisement platforms

Google Vs Bing PPC Platforms

Google’s Platform:

Google’s advertisement platform can be categorized into two different networks.

Search Network: Allows advertisers to create advertisements using text (headers, description, and URLs) on search engine results page (SERP), for selected keywords. See example below:

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

Display Network: Enables advertisers to spread brand awareness through display ads. Display ads show up as user’s browse Google’s partnered sites. Typically, this can be a banner, text, images, video, or audio. See example below:

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

Bing’s Platform:

Bing’s PPC platform enables advertisers to display their advertisement on three different search engines at a time. These search engines are Bing, Yahoo, and AOL, in addition to their partnered sites. An example of a Bing Ad is shown below.

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

Different Types of PPC Ads

For the most part Google and Bing offer advertisers the same type of ads, with the exception of Google’s video ads. You can find search ads, display ads (aka audience ads on Bing), video ads, shopping ads, app promotion ads, shopping ads, and local ads.

JMF Digital Marketing Pay Per Click Search Ads

Paid Search

Paid search ads are the most common form of PPC ads. It gives businesses the chance to show up when your customers search for your goods and services. This is done by competitive keyword bidding.

JMF Digital Marketing Pay Per Click Display Ads

Display Search (Audience Ads)

Display ads are used to build awareness for a brand. These ads show up in front of a large volume of uses as they browse Google and Bing's partner sites.

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

Video Ads (Only On Google)

Video ads are like display ads, they will show up as a user is browsing on Google's partnered site's such as YouTube. These ads are used to help marketers build awareness for their businesses.

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

APP Promotion Ad

Advertisers use Google and Bing PPC platforms to promote their apps. When a user clicks on the advertisement, the advertiser will pay. The ad will take the user directly to download the app.

JMF Digital Marketing Pay Per Click Shopping Ads

Shopping Ads

Shopping ads are used by advertisers to promote their products to customers interested in buying what they sell. Usually this is done by linking your Google Merchant Center or Microsoft Merchant Center to your PPC account.

JMF Digital Marketing Pay Per Click Local Ads

Local Ads

Local ads are good for businesses that want to draw traffic into their doors. It allows businesses to connect with customers in their local service area and only pay when they call or get directions to your business.

Components of PPC Platforms


Headers are the attention getters on PPC ads, whether you are on Google or Bing. Both of these platforms enable you to add 3 sections of 30 characters to create a custom heading for your ads.

Display URLS

Display URLs are how your website URL will be displayed in a Google or Bing PPC ad. They appear below the header on ads. Both PPC platforms allow for 2 sections that consist of 15 characters, for you to create a custom URL for your ad. On Bing ads, your display is highlighted in bold while on Google it is not.


Description is the section of the add that supports the header. Many advertisers use this section to add what they cannot fit in the header. As well as include a call to action and mention keywords. PPC platforms enable you to add 2 sections of text of 90 characters for your description.

Call Extensions

Call extensions are used both on Google and Bing ads. It gives advertisers the chance to add their business’s phone number to the add. This improves the user experience of an add by giving customers the preference of calling you instead of browsing your website.

Sitelink Extensions

Sitelink extensions help strengthen your ads by offering prospective users the option of going to different pages of your website. These extensions include a heading for each page and include a brief description. A Sitelink header allows for 25 characters, and 2 sections of 35 characters for the description.

JMF Digital Marketing What is the Difference Between Google and Bing Ads?

What are key Differences Between Google and Bing Advertisement 

Many advertisers or small business owners prioritize one advertising platform over another based off results. However, these PPC platforms are best used together. It is best to understand both of these platforms to be able

PPC Platform Market Share (Reach) 

Google and Bing are the two largest search engines used by online users. With Google having about 86% of the worlds search engine market. Versus, Bing having only 6.7% of the online market. Clearly Google is the winner as far having the most users. However, there is much more to consider when comparing these two PPC platforms.

Most digital marketers will neglect Bing just for this very own reason. However, if you think about it there are much more businesses on Google advertising than Bing. Ultimately, Bing is less cluttered for advertisement and competition, which may outweigh the benefit of Googles high user volume.

Why Font and Colors Are Important For a Website

Many businesses owners rebrand their website by changing certain characteristics of their website. For example, a company may rebrand itself with new colors, to better capture the attention of its users. Colors can affect how consumers perceive your business. For example, if your one of your brand colors are blue, you will symbolize yourself as trustworthy to consumers. To learn more about color psychology click here.

Another characteristic to consider while rebranding is the Font. Not every font is easy to read, which may make it harder for an online user to learn what your business is about. The size of the font should be readable for users on desktops, tablets, and mobile responsive. It is important to have a font size hierarchy for your webpages. For example, the main header should be the biggest, while subheadings should be smaller and so on. Keep the font consistent throughout your website or it can look very unprofessional.

Redesigning your website will be a good opportunity to rebrand your company online. Rebranding can increase the user experience, reputation, and increase conversions of your brand. Partner with a professional website designer today, such as JMF Digital Marketing to get your website to stand out and sell.


Demographics are statistical data that labels a specific population into group such as: age, gender, ethnicity, household income, religion, etc. Its great to know demographics to understand your audience. Google and Bing are no exception, certain demographics have the preference to use Google and others to use Bing.

Googles demographic is rather large considered to Bing. Googles audience consist of younger individuals, more technologically influenced, and considered middle class.

Bings’ demographic is much smaller. Bings’ users are older in age, wealthy, and educated. They are less influenced by technology.


Google is much more expensive than Bing. Google has a lot of users on its search engine which draws the attention of more advertisers. This increases the demand of certain keywords which increases the cost per click. Keywords can fluctuate in price; however, you can find up to 70% cheaper keywords when using Bing advertisement platform versus Google.

JMF Digital Marketing What is the Difference Between Google and Bing Ads?
JMF Digital Marketing How do I Find the Best Keywords for My Business?


Keywords can either be a word or phrase that an advertiser uses in order trigger an ad from a search engine user. Selecting and bidding for keywords are quite similar on Bing and Google with a few differences. Both PPC Ad platforms have a key planner, which is valuable in learning what keywords are competitive and have search volume. They even offer valuable insights such as your estimate monthly expense, number of clicks and impressions, and more.

Here is a list of different forms of keywords on both Google and Bing

Keyword Types 

  • Broad match
    These keywords can draw a lot of traffic to your website by targeting a large audience. This is because the add platform will take words that are similar or relevant to the keyword you are bidding for. For example, the keyword “construction contractor” can appear for the search “commercial construction company.” Yes, you may get a lot of clicks, however, it may not be relevant to what users are searching for. When you think of broad keywords think of high quantity but low relevant users.


  • Broad match modifier
    These keywords are broad but must contain another word in its variation. For example, “residential + construction” may show up for a search like “construction company for homeowners.” Just like broad match, these capture a large audience, not as big a broad match though. Only on Google Ads.


  • Phrase match
    This form of keyword is triggered by a user typing the keyword phrase into the search query. It can be mentioned before or after additional words. For example, a keyword phrase match for “residential contractors” can be found when a user searches for “Top 5 residential contractors near me.” This type of keyword is beneficial if you know what your user is searching for.


  • Exact match
    This the narrowest type of keyword which is only trigger when a user types in the exact keyword an advertiser bid for. This targets a very small number of users but may save the advertiser the most on irrelevant users, just because its so specific. When you think of exact match think of little traffic but high quality.


  • Negative match
    This type of keyword is especially useful for digital marketers. It helps your business save money by preventing your ad from showing up for nonrelevant keywords. For example, if you have a negative match for the word “commercial” and your keyword is “construction,” then your keyword would not show up for “commercial construction.” Whatever keywords you do not want your ads showing for you need to block them with negative match.

What Keyword Type Would be Best for you?

Depending on your business and your business goals will determine which type of keywords to go for. For instance, if you are looking to build more awareness in your industry, we would recommend broad match. If you are looking to maximize your return on add spend and get a lower volume of customers, then try exact match. For something in between do phrase match.

If you would like to learn more about how to select the right keywords for your business, then read our blog post How do I Find the Best Keywords for My Business?”

JMF Digital Marketing Pay Per Click Advertisement

Audience Targeting

If you are new to PPC platforms you may not be aware that you can target your audience. With both platforms Google and Bing, they enable advertisers to target their audience (consumers) directly by demographics and interest.

Google and Bing have audience list that can be broken down further depending on how specific or broad your audience is.

How to Target Your Audience with Google or Bing

  • Demographics: target users based off of age, gender, and household income.
  • Affinity: find users based off interest and habit
  • In-market: people who are proactively searching for what your advertising – ready to buy.
  • Custom Intent: advertisers use this to target people researching a specific topic, products, or solutions. This audience is typically done with display or video ads.
  • Similar Audiences: targets individuals that are like others that have already visited your site. Similar audience is data you have collected with your web analytic tools.
  • Remarketing: is targeting individuals that have already interacted with your website or expressed interest. Remarketing your ads increase conversions because your ad is show to those who are more likely to buy or click on your ads.
  • Location: Target based off your audience’s geographical location. You can set up a radius if you are local business, or if your online you can make your audience the world.
  • Device: Target your audience based off what type of device they use to search. For example, desktops, tablets, and phones.

Google and Bing are quite similar in allowing advertising to target their audiences. At the end of the day, it comes down to your user preference on these ad platforms. Personally, I have not had a problem targeting a specific group with either of these platforms.

JMF Digital Marketing google ads Management & setup
JMF Digital Marketing bing ads Management & setup

What Advertisement Platform Should you use? 

To determine which advertisement platform, you should use is based off your business and its goals. Often, many new business owners are skeptical or unsure of PPC ads because they do not know the cost or the outcome. All they hear are a bunch of guarantees from digital marketers. I will explain when you should go for Google ads, Bing ads, and most cases use them both.

Should I use Google Ads?

yes, if you are not worried about budget are having a learning curve with your ads, then sure jump right into Google ads. As I have mentioned earlier, Google ads is much more costly than Bing ads. You can quickly draw in the number of clicks in an hour depending on your keyword and audience. Which may quite a budget issues quick if not effectively managed.

Like any marketing channel, its important to be spot on with your target market. With Google ads, you may want to do your research and really know what you are doing before starting. This can avoid you burn through your cash flow for poor results quick.

Start with Google ads if you are experienced or if you hired a professional to do it. If not, then you must do your homework on your keywords, ad setup, management, budget, and your audience before you begin. Google can bring you a lot of customers fast.

Should I use Bing Ads?

We recommend you use Bing ads if you are new to PPC. It gives you time to learn how PPC works, while not spending a whole lot. There is less volume of users and cheaper keywords which should not burn through your budget. Starting with Bing helps users learn about which keywords to use, create ads, target their audience, and optimize overtime. Ultimately, it can prepare you to use Google ads which is a much higher financial risk.

If you have started your PPC efforts on Google before Bing, you can quickly integrate your Google ads account with Bing. This will save you time and the hassle of creating everything from scratch, that was probably preventing you from beginning. You may need to adjust your bids but other than that your ads should be good to go.

When to use Both Advertisement Platforms

We believe it is most effective in using both PPC platforms together. From our experience you get the customers from both. The only difference is how much you spend for each other. More than likely you will have a higher budget and spend more on Google ads then you would with Bing ads. However, it is important to measure your results to optimize overtime.

Review your PPC ads account a couple times a week to check for changes in bid prices, words to add to negative keywords, or to make improvements. Make improvements on ads that produce low click through rates and conversions. Overtime, you will notice yourself redoing the ads over and over again testing in order to maximize your return on ad spend.

Get Started Today With JMF Digital Marketing

If you are interested in digital marketing, then contact us today. We are experienced in helping small businesses meet their business goals through digital marketing. 

JMF Digital Marketing specializes in website design, pay per click advertisement, content marketing, and search engine optimization. Learn how we can help you expand your business, increase sales, and get you customers you want to work with.

JMF Digital Marketing What is Pay Per Click Ads?
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