Small businesses can gain substantial wins from pay-per-click advertising, which is why so many have begun leveraging it as a key part of their marketing strategy.
But, as any small business owner can attest, there’s much to figure out before launching any advertising campaign. One of the most common questions entrepreneurs and enterprise clients have is whether it is more lucrative to use Google AdWords or Bing Ads as the platform of choice. If you have the budget, ideally you would use both — Google has a much bigger market share than Bing, but as an estimated 13% of searches in Canada are conducted on the latter, the opportunity is significant.
For small businesses that generally have a smaller media spend, the question of Bing Ads vs. Google AdWords is particularly significant.
If you had to choose between the two of them, which one would you use for your pay-per-click advertising? Here are some things that might help you make an informed decision:
Bing is an efficient spend Many small businesses opt, by default, for Google AdWords because Google commands such a significant share of the Canadian search market. There is no denying Google’s dominance, but this doesn’t necessarily mean your money is best spent on AdWords.
According to Search Engine Land, there are plenty of data to support the assertion that Bing Ads may be a more efficient spend than AdWords for SMBs in particular. Here’s why.
Less competition Enterprises value high volume keywords because they are much larger in scale than their small to medium-sized counterparts. SMBs don’t necessarily need this kind of scale, and could be better served focusing on more niche, lower volume, and long-tail keywords for their PPC campaigns.
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