Google Ads and Microsoft Ads (formerly known as Bing Ads) are both pay-per-click (PPC) advertising platforms that allow businesses to place ads on search engine results pages (SERPs) and other websites. However, there are several key differences between the two platforms.
Reach: Google Ads has a wider reach, as it is the most widely used search engine in the world. Microsoft Ads, on the other hand, has a smaller reach as it is mainly used in the United States and a few other countries.
Audience: Google Ads tends to have a younger and more tech-savvy audience, while Microsoft Ads tends to have an older and more affluent audience.
Keyword targeting: Both platforms allow businesses to target ads based on keywords, but the way in which the keywords are matched to the search queries is different. Google Ads uses a broad match type which matches the keywords to similar phrases, while Microsoft Ads uses phrase match which only matches the keyword when it is used in the same phrase.
Ad formats: Both platforms offer similar ad formats, such as text ads and shopping ads, but Google Ads also offers additional ad formats such as Google Maps ads and YouTube video ads.
Platforms: Google Ads can be used to advertise on Google search, Google Maps, Google Shopping, YouTube, and other Google properties, while Microsoft Ads can be used to advertise on Bing, Yahoo, and the Microsoft Advertising Network.
Reporting and Analytics: Both platforms have similar reporting and analytics features, but Google Ads has more advanced features such as conversion tracking and remarketing.
In summary, both platforms are great for PPC advertising, but businesses may want to consider which platform aligns better with their audience and overall advertising strategy. While Google Ads has a wider reach and more advanced features, Microsoft Ads may be a better choice for businesses that want to target a specific audience or location.