Google Bing Ads: How to Use Both Platforms for Maximum Results

By Cepy 8/18/2023 Post a Comment

Hi Online Friends,

If you're looking for a way to boost your online visibility, reach more customers, and increase your sales, you might want to consider using Google Bing Ads. Google Bing Ads are a combination of Google Ads and Microsoft Advertising (formerly Bing Ads), two of the most popular and powerful online advertising platforms in the world.

In this article, I'll share with you my experience with Google Bing Ads, and how you can use them to create effective and profitable campaigns for your business. I'll also cover some of the benefits and challenges of using both platforms, and how to optimize your ads for each one. By the end of this article, you'll have a better understanding of how Google Bing Ads work, and how to leverage them for your online marketing goals.

What are Google Bing Ads?

Google Bing Ads are a type of cross-platform advertising that allows you to run ads on both Google and Microsoft networks. Google and Microsoft are the two largest search engines in the world, accounting for more than 90% of the global search market share. By using Google Bing Ads, you can reach a huge audience of potential customers who are searching for products or services related to your business.

Google Bing Ads are not a separate product or service, but rather a strategy that involves creating and managing ads on both platforms. You can use the same keywords, ad copy, landing pages, and tracking tools for both platforms, or you can customize them according to each platform's features and best practices. You can also use different bidding strategies, budgets, and targeting options for each platform, depending on your goals and preferences.

How to Set Up Google Bing Ads

Setting up Google Bing Ads is not very difficult, but it does require some planning and preparation. Here are the basic steps you need to follow:

Create an account on both Google Ads and Microsoft Advertising. You'll need a Google account for Google Ads, and a Microsoft account for Microsoft Advertising. You can use the same email address for both accounts, or different ones if you prefer.
Link your Google Ads and Microsoft Advertising accounts. This will allow you to import your campaigns from one platform to another, and sync your data and settings across both platforms. You can link your accounts from either platform's dashboard, or use a third-party tool like Optmyzr or WordStream.
Create your campaigns on one platform, and import them to the other. You can choose which platform you want to use as your primary one, and which one as your secondary one. For example, you can create your campaigns on Google Ads first, and then import them to Microsoft Advertising. Or vice versa. You can also create separate campaigns for each platform if you want more control and customization.
Optimize your campaigns for each platform. Once you have your campaigns running on both platforms, you'll need to monitor their performance and make adjustments as needed. You'll also need to follow each platform's guidelines and best practices for creating effective ads. For example, you might need to adjust your bids, keywords, ad copy, landing pages, or targeting options for each platform.

Benefits of Using Google Bing Ads

Using Google Bing Ads can offer you several advantages over using only one platform or the other. Some of the benefits include:

Increased reach and exposure. By using Google Bing Ads, you can reach more than 9 billion monthly searches across both platforms. You can also access different audiences and demographics that might not be available on one platform alone. For example, Microsoft Advertising users tend to be older, more educated, and more affluent than Google Ads users.
Lower cost and competition. Because Microsoft Advertising has a smaller market share than Google Ads, it also has less competition and lower cost per click (CPC) rates. This means you can get more clicks and conversions for less money on Microsoft Advertising than on Google Ads. According to WordStream, the average CPC on Microsoft Advertising is 33% lower than on Google Ads.
Better ROI and conversion rates. According to Microsoft Advertising data, users who click on Microsoft ads are more likely to convert than users who click on Google ads. This is because Microsoft users tend to have higher purchase intent and lower bounce rates than Google users. According to WordStream, the average conversion rate on Microsoft Advertising is 2.94%, compared to 2.35% on Google Ads.
More features and options. Both Google Ads and Microsoft Advertising offer a variety of features and options that can help you create more effective and engaging ads. For example, both platforms offer extensions, remarketing, dynamic search ads, shopping ads, video ads, and more. However, each platform also has some unique features and options that the other one doesn't. For example, Microsoft Advertising offers LinkedIn profile targeting, action extensions, image extensions, and more.

Challenges of Using Google Bing Ads

While using Google Bing Ads can be very beneficial for your online marketing, it can also pose some challenges and difficulties. Some of the challenges include:

More time and effort. Managing ads on two platforms can be more time-consuming and complicated than managing ads on one platform. You'll need to create, import, optimize, and monitor your campaigns on both platforms, and make sure they are aligned and consistent with each other. You'll also need to learn and follow the rules and policies of both platforms, which might differ from each other.
More complexity and confusion. Using Google Bing Ads can also make your data and analytics more complex and confusing. You'll need to track and measure your performance and results across both platforms, and compare them to each other. You'll also need to use different tools and methods for each platform, or use a third-party tool that can integrate both platforms. You might also encounter some discrepancies and errors in your data and reporting due to different tracking systems and algorithms.
More risk and uncertainty. Using Google Bing Ads can also expose you to more risk and uncertainty than using only one platform. You'll need to deal with the changes and updates that both platforms make to their systems and features, which might affect your campaigns and results. You'll also need to cope with the fluctuations and variations in the market conditions and user behavior that might occur on both platforms.

A Detailed Table Breakdown Related to Google Bing Ads

Feature	Google Ads	Microsoft Advertising
Search Network	Google Search, Google Play, Google Shopping, Google Maps, Google Images, YouTube, Gmail, etc.	Bing Search, Yahoo Search, AOL Search, DuckDuckGo Search, Ecosia Search, etc.
Display Network	Millions of websites, apps, videos, etc. that partner with Google.	Millions of websites, apps, videos, etc. that partner with Microsoft.
Audience Network	A collection of websites, apps, videos, etc. that show ads based on user interests and behavior.	A collection of websites, apps, videos, etc. that show ads based on user interests and behavior.
Video Network	YouTube and other video partners.	Bing Video and other video partners.
Shopping Network	Google Shopping and other shopping partners.	Bing Shopping and other shopping partners.
Social Network	N/A	LinkedIn (profile targeting only).
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FAQs About Google Bing Ads

Which platform should I use as my primary one?

There is no definitive answer to this question, as it depends on your goals, budget, preferences, and experience. However, some general factors you might want to consider are:

The size of your target audience. Google has a larger user base than Microsoft, so if you want to reach more people overall, you might want to use Google as your primary platform. However, Microsoft has a more niche audience than Google, so if you want to reach a specific segment of users who are more likely to convert or buy from you, you might want to use Microsoft as your primary platform.
The cost of your ads. Microsoft tends to have lower CPC rates than Google due to less competition and higher conversion rates. So if you want to save money or get more bang for your buck, you might want to use Microsoft as your primary platform. However, Google tends to have more traffic volume than Microsoft due to itslarger market share. So if you want to get more exposure or impressions, you might want to use Google as your primary platform.
The features and options of your ads. Both platforms offer a variety of features and options that can help you create more effective and engaging ads. However, each platform also has some unique features and options that the other one doesn't. For example, Microsoft offers LinkedIn profile targeting, action extensions, image extensions, and more. So if you want to use these features or options, you might want to use Microsoft as your primary platform. However, Google offers more advanced tools and technologies than Microsoft, such as smart bidding, responsive search ads, discovery ads, and more. So if you want to use these tools or technologies, you might want to use Google as your primary platform.

How do I import my campaigns from one platform to another?

There are two main ways to import your campaigns from one platform to another: using the built-in import feature on either platform's dashboard, or using a third-party tool that can integrate both platforms.

To use the built-in import feature, you'll need to link your Google Ads and Microsoft Advertising accounts first. You can do this from either platform's dashboard, by following the steps below:

On Google Ads, go to Tools & Settings > Setup > Linked accounts > Microsoft Advertising. Click on Details, then on Link account. Enter your Microsoft Advertising account ID and name, then click on Send request.
On Microsoft Advertising, go to Tools > Import > Google Ads. Click on Sign in to Google, then on Allow. Select the Google Ads account you want to link, then click on Continue.

Once you have linked your accounts, you can import your campaigns from one platform to another by following the steps below:

On Google Ads, go to Tools & Settings > Setup > Linked accounts > Microsoft Advertising. Click on Details, then on Import campaigns. Select the Microsoft Advertising account and campaigns you want to import, then click on Continue. Review and edit your campaign settings and options, then click on Import.
On Microsoft Advertising, go to Tools > Import > Google Ads. Select the Google Ads account and campaigns you want to import, then click on Import. Review and edit your campaign settings and options, then click on Import.

To use a third-party tool that can integrate both platforms, you'll need to sign up for a service that offers this feature, such as Optmyzr or WordStream. You'll also need to connect your Google Ads and Microsoft Advertising accounts to the service. Then, you can use the service's interface or dashboard to import your campaigns from one platform to another.

How do I optimize my campaigns for each platform?

Optimizing your campaigns for each platform involves monitoring their performance and making adjustments as needed. You'll also need to follow each platform's guidelines and best practices for creating effective ads. Some of the factors you might want to optimize for each platform are:

Your bids and budgets. You'll need to set and adjust your bids and budgets for each platform according to your goals and preferences. You can use different bidding strategies for each platform, such as manual bidding, automated bidding, or smart bidding. You can also use different budget allocation methods for each platform, such as shared budgets, portfolio budgets, or individual budgets.
Your keywords and match types. You'll need to choose and refine your keywords and match types for each platform according to your target audience and market conditions. You can use the same keywords and match types for both platforms, or you can customize them according to each platform's features and best practices. For example, you might want to use more broad match keywords on Microsoft Advertising than on Google Ads due to lower traffic volume.
Your ad copy and landing pages. You'll need to write and optimize your ad copy and landing pages for each platform according to their rules and policies. You can use the same ad copy and landing pages for both platforms, or you can customize them according to each platform's features and best practices. For example, you might want to use more call-to-action phrases on Microsoft Advertising than on Google Ads due to higher conversion rates.
Your targeting options and extensions. You'll need to select and adjust your targeting options and extensions for each platform according to your goals and preferences. You can use the same targeting options and extensions for both platforms, or you can customize them according to each platform's features and best practices. For example, you might want to use LinkedIn profile targeting on Microsoft Advertising if you want to target specific professionals or industries.

How do I track and measure my results across both platforms?

Tracking and measuring your results across both platforms involves using different tools and methods for each platform, or using a third-party tool that can integrate both platforms. Some of the tools and methods you can use are:

The built-in reporting and analytics features on each platform's dashboard. You can use these features to view and download various metrics and data related to your campaigns, such as impressions, clicks, conversions, cost, ROI, etc. You can also use these features to create and customize your own reports and dashboards.
The conversion tracking and remarketing features on each platform. You can use these features to track and measure the actions and behaviors of your users after they click on your ads, such as purchases, sign-ups, downloads, etc. You can also use these features to create and target audiences based on their actions and behaviors.
The Google Analytics and Microsoft Clarity tools. You can use these tools to track and measure the performance and behavior of your website visitors, such as sessions, bounce rate, page views, time on site, etc. You can also use these tools to analyze and optimize your website design, layout, content, etc.
A third-party tool that can integrate both platforms, such as Optmyzr or WordStream. You can use these tools to track and measure your results across both platforms from a single interface or dashboard. You can also use these tools to import, optimize, and manage your campaigns across both platforms.

How do I deal with the changes and updates that both platforms make?

Dealing with the changes and updates that both platforms make involves staying informed and updated about the latest news and developments on both platforms, and adapting your campaigns and strategies accordingly. Some of the ways you can do this are:

Following the official blogs and social media accounts of both platforms. You can use these sources to get the latest information and announcements about the new features, options, policies, etc. that both platforms introduce or change.
Subscribing to newsletters and podcasts from reputable sources in the online advertising industry. You can use these sources to get more insights and tips on how to use the new features, options, policies, etc. that both platforms introduce or change.
Joining online communities and forums related to online advertising. You can use these sources to get feedback and advice from other advertisers who use both platforms, and share your own experiences and questions with them.
Testing and experimenting with the new features, options, policies, etc. that both platforms introduce or change. You can use these methods to see how they affect your campaigns and results, and what works best for you.

How do I cope with the fluctuations and variations in the market conditions and user behavior that might occur on both platforms?

Coping with the fluctuations and variations in the market conditions and user behavior that might occur on both platforms involves monitoring the trends and patterns on both platforms, and adjusting your campaigns and strategies accordingly. Some of the ways you can do this are:

Using the keyword planner and forecast tools on each platform. You can use these tools to research and analyze the demand and competition for your keywords on each platform, and how they might change over time.
Using the seasonality adjustment feature on Google Ads. You can use this feature to adjust your bids for expected changes in conversion rates due to seasonal events or promotions.
Using the automated rules feature on Microsoft Advertising. You can use this feature to automatically change your bids, budgets, statuses, etc. based on certain criteria or conditions.
Using the smart bidding feature on Google Ads or the automated bidding feature on Microsoft Advertising. You can use these features to automatically optimize your bids based on real-time signals such as device, location, time of day, etc.

Conclusion

Google Bing Ads are a powerful way to reach more customers online by using both Google Adsand Microsoft Advertising platforms. By using Google Bing Ads, you can take advantage of the benefits and features of both platforms, such as increased reach, lower cost, better ROI, and more options. However, you'll also need to overcome the challenges and difficulties of using both platforms, such as more time, complexity, risk, and uncertainty.

To use Google Bing Ads effectively, you'll need to set up, optimize, track, and measure your campaigns on both platforms, and follow their guidelines and best practices. You'll also need to stay updated and adaptable to the changes and updates that both platforms make, and the fluctuations and variations that might occur on both platforms.

If you're interested in learning more about Google Bing Ads, or need help with setting up or managing your campaigns on both platforms, feel free to check out my other articles on this topic. I hope you found this article helpful and informative. Thank you for reading!

Google Ads Guide