Businesses are well aware that Google Ads stands out as the best platform for digital advertising. But back in 2022, marketers spent around $11.6 billion on Microsoft Ads (formerly known as Bing Ads).

Do you know what this means? Well, it means that you must not underestimate the power of Microsoft Ads in advertising. Through this blog post, you will get a detailed explanation of Google Ads and Microsoft Ads, their differences, and many other things.

So, let’s start, shall we?

Microsoft Ads vs Google Ads: A Brief Explanation!

Before you learn about the differences between Google Ads and Microsoft Ads, you have a clear understanding of these platforms:

Microsoft Ads (Bing Ads)

Bing is a search engine that is operated and owned by Microsoft. It offers various services, such as video, maps, images, web, etc. It also offers Bing Ads, which is the name of its advertising service, but the name was changed to “Microsoft Ads” back in 2019.

The name change took place because Microsoft Ads is used in the AOL, MSN, Yahoo, and Bing networks.

Google Ads

Google is the tech giant that provides Earth’s most used software, search engines, products, cloud drives, and various other things. Google Ads is its advertising platform and all its Ads are served on YouTube, mobile, 3^rd-party websites, Google Search, etc.

The User Demographics of Google Ads and Microsoft Ads

Under this section, you come across the user demographics and information on both of these advertising platforms. Let’s begin!

Microsoft Ads

Bing is known as the main search engine that makes money through Microsoft Ads. But the following are some information on its user demographic:

• In the US, 85% of individuals use Bing
• 87% of the users on Microsoft Bing come from Internet Explorer ( Microsoft Edge)
• Bing accounts for around 30% of all the searches in the US
• The user demographic of Bing leans toward the “blue-collar”
• Around 38% of Bing users have a household income over $100,00
• 46% of the Bing users are married
• More than 70% of the Bing users are over 35 years of age
• 30% of the Bing users have children

Bing accounts for only a third of the search engine market in the US. But it performs exceptionally well in certain sectors. For instance: “about 44% of the finance and business-related paid search ads comes from Microsoft Bing”.

 Google

Now, let’s check out some of the facts that prove Google Ads is the best advertising platform:

• Google generates around 62% of the search queries in the United States
• Google has more than 1 billion active users every month
• Individuals who use Google are tech-savvy and younger
• Google is said to be around 73% of the paid search market
• The user demographic of Google is mostly “white-collar”
• On average, a user spends around 12 minutes on Google every day
• About 80% of businesses opt for Google Ads for their PPC (Pay Per Click) strategy
• Compared to Bing, Google.com is the most visited domain across the globe
• Google processes around 40,000 search queries each second 

Differences Between Microsoft Ads & Google Ads?

Both Google and Microsoft Ads have the same objective, and its to help all businesses expand their revenue, website traffic, and reach. However, these two PPC platforms differ greatly from one another. Let’s find out about it in detail!

The Market Share

The biggest difference between the Microsoft Ads and Google Ads is the market share. Google Ads stands out as the leading advertising platform and has a market share of more than 90%. This enables Google Ads to access a diverse and vast audience.

The competition for the keywords on Google Ads is fierce, leading to higher CPCs (Costs Per Click). Microsoft Ads, on the other hand, has a small share of the PPC market.

It might have a massive reach like Google Ads, but it’s a viable option for businesses who wish to capitalize on more niche audiences. Since the competition on Microsoft Ads is less, the CPCs are lower as well, making it an ideal choice for all cost-conscious businesses.

Features

Microsoft Ads and Google Ads provide a diverse range of features that can help you optimize your Ad campaigns and targeting. But there are several differences. Google Ads provides many options for targeting according to demographics and interests.

Microsoft Ads surpasses in targeting audiences based on geographic locations and devices. Your choice will depend heavily on your targeting needs.

Keyword Targeting

If you want to promote on Microsoft Ads or Google Ads, you have to launch an Ad campaign that will use “keyword targeting.” Due to such reasons, you need to have a good understanding of the various keyword match types provided by both of these platforms.

For Google Ads, you can easily access the keyword match types mentioned below:

• Phrase Match
• Negative Keywords
• Broad Match
• Exact Match
• Broad Match Modifier

For Microsoft Ads, you can use the keyword targeting choices mentioned below:

• Negative Keywords
• Exact Match
• Phrase Match
• Broad Match

There isn’t much to debate when it comes to keyword targeting between these two advertising platforms. This is because both Google Ads and Microsoft Ads provide similar keyword match types.

But the broad match modifier in Google Ads is the only difference between these two platforms.

The Ad Copy

Most businesses' ad campaigns start off with a text advertisement. In Microsoft Ads and Google Ads, you will find guidelines on the Ad format, especially for the Text Ads. The most basic rule is linked to the character counts for display URLs, descriptions, and headlines of your website’s landing page.

For the Google Ads, the text ads must follow the rules mentioned below:

• 1 display (Should be 15 characters)
• 1 to 2 descriptions (Should be of 90 characters)
• 1 to 3 headlines (Should be of 30 characters)

The Text Ads for Microsoft Ads must follow all these rules:

• 1 Display URL (Should be around 15 characters)
• 1 Description (Should be around 80 characters)
• 1 to 2 Headlines (Should be of 30 characters)

Final Words

Both Google Ads and Microsoft Ads are ideal for businesses that aim to promote their services/products, increase traffic, and reach out to a wide range of people.

However, picking between the two platforms depends heavily on your budget and your ad strategy. Make sure to go through the information provided in this post before you make the final decision.