Each PPC platform is different so it’s important to be aware of the differences and choose the right platform for your company and budget. This section will be dedicated to comparing the platforms.
Google Ads
With over 3.7 billion searches a day, Google is the top platform for a reason. Its popularity as a search engine will likely get you more attention than anywhere else - but not without the downside of popularity.
The competition for keywords is much greater on Google Ads and you are likely to pay a higher rate for ads on Google as the cost-per-click (CPC) rate is calculated by the quality of the ad and the competition volume.
Bing Ads
Bing Ads isn't quite the giant that is Google Ads, but it does power ads on both Bing and Yahoo!. So investing in Bing Ads is almost a two-for-one deal! The CPC is calculated the same way as Google Ads but because of the lower competition, prices are usually lower for keywords.
Bing Ads also allows you to import ad campaigns from Google Ads - streamlining the process. But don’t forget to edit your campaign once it’s in Bing Ads! This is important as keywords may have slightly different search volumes and you will likely need to adjust your bid (usually down).