Bing vs Google PPC Marketing

“I am the world’s worst salesman, therefore, I must make it easy for people to buy.”

– Frank W. Woolworth (1852-1919) – American Merchant 

Advantages of Bing PPC Dental Marketing

*On this page is a comparison of Bing Ads vs Google Ads Click-Trough-Ratios (CTR).

Bing  ads average 33.5-60% less in Cost Per Clicks than Google AdWords. In  comparison, studies show Bing Ads are often in better positions when  checked than their Google Ad counterparts and had higher  Click-Trough-Ratios (CTR).

Here’s the Evidence for Real estate Agents Wanting a Stronger Presence on Bing Ads.

Bing Network Demographics: Better Numbers for Financial Decision Makers

· College Graduates and Graduate School Students

· Mature Age Group of Those 35+ (Decision Makers)

· Slightly More Women than Men

· Households with Children

· Households with Incomes More Than $75,000

Bing Ads Advantages

When it comes to law firm marketing, Bing matters more than you might think.

One immediate advantage is that Internet Explorer and Bing Ads are both owned by Microsoft, and Bing is the default search engine for Internet Explorer.

Bing search is installed into Windows 10, Windows Phone, Xbox, MS Office and Cortana (Microsoft’s Siri-like virtual assistant).

Bing also powers searches on Yahoo! along with all internet connected cars  and trucks from Ford. Cars connected to the internet are here, and the  number of connected cars is only going to be going up in the coming  months and years.

Because Microsoft has integrated Bing search in so many of their devices, 

Bing is popular among those who are not tech advanced.

With Bing/Yahoo! a law firm can instantly increase their advertising reach by up to 35+% with an additional 150+ million users.

Don’t  think Google or Bing. Think Google and Bing if your budget allows it. If you’re a young firm trying to make a mark in the world, Bing Ads may be your best strategic move into marketing your firm online with a limited budget.

Google  used to dominate PPC marketing for law firms at higher than 80% market  share a few years ago, and is now at a 65-68% market share, according to  an August 2014 comScore U. S. Search Engine Rankings Report. With most of the remainder divided up between Bing and Yahoo!.

In October 2015, comScore  reported that Google dropped to 63.9 percent, Bing rose to 20.7  percent, and Yahoo! jumped to 12.7 percent. While Google only dropped a  few percentage points, Bing’s jump is a pretty substantial 20-percent  increase in market share and rising.

Google Settings Force You to Spend More Money

Google  AdWords forces you to set your network, location, ad scheduling,  language, and ad rotation settings at your campaign level and your ad  groups are restricted to Google’s campaign-level settings.

Bing  AdCenter opens these options up at the ad group level, allowing you to quickly adjust settings for an ad group without having to go through the  hassle of creating a brand new campaign to make changes.

In  August 2015, Google ended their “exact and phrase match keywords”  feature, as we marketers used to know them. Google forced an option  called, “close variant”, which matches targets onto all AdWords  accounts. Close Variants (‘Pure’ Exact Match)  gave advertisers the added reach of exact keywords and phrase keywords  by an estimated 7% by including common misspellings, plurals, and grammatical stemmings of these phrases and exact match keywords.

Although  Bing Ads does have the option to include close variant queries as  matches, it remains just that: an option. Advertisers can easily opt in  or out of close variant matching at the ad group level and campaign level.

Google  offers PPC advertisers 2 choices at the campaign level: target Google  search, or target Google search and search partners. There is no in  between or alternative choice. You can’t just target specific search  partners and exclude a particular search partner. You can’t even see  which partner engines are driving traffic to your site. Bing Ads allows  you to block content search partners by adding their IP address or website URL to their exclude options.

Bing  Ads allows you to import your entire Google AdWords account. Bing Ads allows PPC advertisers the flexibility of targeting just Bing &  Yahoo!, just search partners, or both, at the ad group level where it  matters.

Bing customer service is also very helpful and will spend time with small  firms that spend at least $500 a month. Google’s customer service will  not even talk to you unless you spend a minimum $500,000 a year, (last I  checked), which is an entirely different strategic game of paid advertising.

Bing vs Google Keywords Marketing

PPC Marketing Problems: 2 Common PPC Marketing Problems in Google AdWords Campaigns

PPC Marketing Problem 1: Keywords are so highly targeted from heavy use of exact and phrase match keywords that the daily budget isn’t being met.

PPC Marketing Problem 2: Keywords are all set to broad match with minimal targeting and the daily budget is depleted too early in the day and shuts down."  height="218"  src="file:///C:/Users/Muddu/AppData/Local/Temp/msohtmlclip1/01/clip_image002.jpg"  width="224"/>If you’re suffering from one of these 2 problems, Bing  & Yahoo! may be a partial solution. Since Bing & Yahoo! have  smaller market shares, less advertisers are using them. Less competition  means lower Cost-Per-Click (CPC) and steady higher PPC ad rank. Lower  CPC and better ad rank will translate to a lower cost-per-acquisition of  new injury cases.

We  understand solely using Bing and Yahoo! may not be for everyone, after  all, every company is different. But perhaps, if your marketing budget  allows, you could strategically try leveraging both. By using both  engines for advertising you will increase your reach by almost half and  have extended your ads to an additional 150+ million users. Sounds like a  no brainer.

For  the smaller law firms, who may not have a marketing budget to support  the high prices and competition from Google AdWords, the Bing Yahoo!  network is a perfect fit to compete online.

We  used to spend tens of thousands of dollars each year on Google AdWords  but found Bing/Yahoo! network actually converts better in our in-house  comparisons in the online legal marketplace.

According  to Wordstream’s 2015 Annual Revenue reports, Google AdWords has been  struggling – Google paid search clicks are actually down 11% from this  time last year. About 51% of Yahoo searches are powered by Bing. (CNN  Money Oct 23, 2015)

I  wouldn’t tell too many of your lawyer friends about this, let them  spend on Google AdWords. When you have made a lot of money from your  Bing Ads PPC Injury Engine you can have us build another copy of your  fine-tuned PPC engine in Google AdWords and you can spend 33.5-60% more  for the same clicks from real people, with real legal problems.

Want More Reading?

7 Ways Bing Ads Beats Google AdWords

Bing Adds $1 Billion to Microsoft’s Revenue

Is Bing Finally Catching up to Google –

Yahoo Bing Network Audience Stats That Might Surprise You!

Bing Reaches 20 Percent Search Milestone in US Market – CNN Money

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