3 Reasons Why Bing Delivers Better PPC Results Than Google AdWords

In our last blog post, we revealed that DemandResults has reaped 54.5% lower cost-per-conversion ratios in Microsoft AdCenter than Google AdWords in our head-to-head tests. To recap, our tests were across a handful of clients in the legal and healthcare industries on a cumulative spend of about $500,000.

While we’re confident in our data analysis, we’re left to speculate as to why Bing brings better value.Microsoft Bing's official logo

#3 – Top Display Area – In Bing, paid results for some search queries are stacked 4 deep at the top of the page, vs. 0-3 deep on most Google AdWords display pages. It would be very interesting to see Bing’s SERP heat maps illustrating what percentage of visitors actually make it past these first four rows of paid ads to get to organic results.

#2 – Simpler Interface – Google has always had a lot of irons in the fire. Now, however, its myriad ambitions and partners are crowding its search engine results pages. Paid text ads are now competing for call to actions for both unrelated and related items in Google Shopping, related categories in Google Books, Google News, related search items and even social media results. This means that paid ads are increasingly crowded out of the equation. While Bing is hardly focused solely on organic and paid search results, its display is still far simpler, increasing the chances that a user will click on text ads.

#1 – Less Competition – Perhaps because of Bing’s smaller market share, there are typically 20-30% fewer paid search competitors on each SERP compared to Google. Less competition nearly always equates to higher conversion rates in paid search. Time will tell whether the conversion needle will move as Bing’s merger with Yahoo is completed later this year. It’s a no-brainer that many existing Yahoo advertisers will be folded into the Bing model, bringing a much larger market share along with increased competition. With luck, Bing will keep its SERPS stripped down and reasonably free of clutter.

4 Comments , , , ,

4 Responses to “3 Reasons Why Bing Delivers Better PPC Results Than Google AdWords”

  1. Backlinks November 6, 2011 at 5:51 pm #

    I’ve never really been satisfied with Google’s PPC quite frankly. I think the only reason they reign supreme in terms of users than the likes of Bing is the sheer size of the company. When you think of the internet, you think of Google… the two go hand in hand.

  2. black ops 2 November 9, 2011 at 7:02 pm #

    I believe I’m right in thinking that Bing is powered by Microsoft? If so, surely (and this is aimed at the poster above me) they have the finances to mount a serious challenge against Google. Don’t mistake functionality and layout as not serious components for a successful search engine ~ it’s not just about the company finances.

  3. MW4 November 12, 2011 at 4:25 pm #

    I think it comes down to more than just money these days. What do you think of when you think about the internet? Google is one of the first things that pops into my head. It’s been on top for so long that the public are conditioned to use it. It’s going to be difficult for something else to come in and replace that.

  4. BO2 January 15, 2012 at 9:41 pm #

    I agree with everything that’s been said above. If anyone was going to seriously challenge Google’s internet dominance, it would surely have to be Bing as they have Microsoft’s finances to support them. Even more so now that Yahoo and Bing have merged.

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