Back in July I wrote a post called You are Foolish if you run Google Adwords but not Bing Ads that outlined the economic theory explaining how Bing Ads return a higher ROI although lower volume than Google Adwords.
I’ve been running PPC campaigns on both platforms for Atticus’ clients and have confirmed the theory. Interestingly, depending on the market forces, Bing is dramatically more effective at delivering not only more cost effective traffic, but more traffic overall. What follows is comparative data for Adwords and Bing Ads for one client in a particularly interesting market. While this is an extreme example, consider it an example of Bing delivering vastly better ROI.
This is a fairly simple campaign – with four different Ad Groups representing four different practice areas. I copied the campaigns verbatim from Adwords into Bing (thanks for the nifty import tool Microsoft). The only difference is in geotargeting, which I had to manually adjust for the Bing campaign, as they offer much less granularity (read: worse) than Adwords. So this is NOT a pure apples to apples comparison as the Bing geo is admittedly larger, but as close as I could make it.
Now the volume difference was a surprise – and perhaps partially explained away by the larger geo area covered by Bing Ads, although I suspect there are competitive forces at play there as well that are driving the performance. The real kicker is the cost per click for Adwords running 150% higher than that for Bing Ads. And this is the figure that drives ROI.
So let me say it again: You are foolish if you run Google Adwords, but not Bing Ads.