Bing Ads Gains Ground Against Google AdWords

May 6, 2013

A recent report from AdGooRoo highlights the ongoing Bing-Google faceoff, revealing some surprises alongside results we could have anticipated. Search Engine Journal informs us, “AddGooRoo Report Pits Bing Ads Against Google AdWords in Six U.S. Verticals.” The study compared 2012-third-quarter results of Google‘s AdWords with those of Bing Ads offered by the hybrid Yahoo-Bing network, and shows Google’s competition gaining ground. The article tells us:

“It is a given in 21st century America that web surfers are going to use Google’s high powered, ever present search engine to look for something on the internet. Web surfers at home and SEO professionals in the workplace know this fact, and the statistics prove it. Google handles two-thirds of search queries in the U.S. each year, but there is competition that could be growing.

“A recent report from AdGooRoo sought to gauge the success of the Yahoo! Bing network in gaining market share against Google. Few web users even realize that the Yahoo! Bing network accounts for nearly one-third of the search queries in the U.S., representing the next largest share of the market behind Google.”

AdGooRoo compared the performance of paid search in six areas (aka verticals): retail, financial services, travel, education, computer/internet, and business to business. In the realm of ad impressions (how often an ad is displayed), BingAds actually outperformed AdWords in the financial-services vertical. Analysts suspect the popularity of that topic at Yahoo‘s and MSDN‘s sites, both of which redirect to Bing, boosted the numbers. It is no surprise that Google still leads handily in retail, but BingAds came close in the remaining verticals.

The picture changes when we consider the all-important click-through rate, however. AdWords still crushes the competition there in every column. Writer Federico Einhorn says analysts attribute the lead to a superior ad-serving system, but notes it could also have to do with Google’s enhanced customization controls, implemented earlier this year. Whatever the case, this is an exercise in “you get what you pay for;” the study found that advertisers pay more per click with AdWords than with Bing Ads. Not surprisingly, many advertisers subscribe to both systems. That is probably a good call.

Cynthia Murrell, May 06, 2013

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One Response to “Bing Ads Gains Ground Against Google AdWords”

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