As you could probably guess, Google has by far the largest reach when it comes to the overall market share in the paid search arena. In fact, Google holds approximately 75% of the global search engine market and the word Google has become synonymous with searching or looking for something.

While Google can obviously claim the biggest reach on the internet, Bing has expanded its presence on the web as well. Microsoft recently announced that Microsoft Advertising is the exclusive platform for search advertising campaigns on the AOL and Yahoo networks.  This means that Bing now has 34% of the desktop search engine market share worldwide and there are 5.4 billion monthly searches conducted on the Bing Network.

A few differences between the two platforms include:

Cost: Google Ads tend to be more expensive due to its popularity and the competition that comes with it while Bing is the cheaper of the two.

Demographics: It’s an important factor when comparing the two of these platforms. Who your audience is an extremely important thing to consider when advertising your business online.

Google tends to cater to a younger demographic than Bing. Bing on the other hand, according to Microsoft, users skews are: Married (43%), 35-54 Years Old (40%), and $100,000 Income (33%).

Targeting: Similar to demographics, who you are targeting is just as important to ensure you’re running your Ads to people who will actually take action on it.

Google Ads offers the following options:

• Demographics
• Affinity
• In-market
• Custom Intent
• Similar Audiences
• Retargeting

Bing Ads offers similar options, but with a few additions:

• In-market
• Linkedin Profile
• Custom Audiences
• Keywords
• Location
• Day of Week
• Time of Day
• Gender
• Age
• Device
• Retargeting

It is no longer as simple as Google Ads against Microsoft’s Bing Advertising. The two PPC platforms should be used concurrently to increase your visibility and generate leads across both search engines.