Google Ads and Bing: How Will My Client Benefit?

Have trouble explaining the pros and cons of each ad network? Read this simple guide on how to present Google Ads and Bing to your clients!
Advertisers are faced with a slew of decisions when it comes to advertising. From which network to advertise on to what medium to select, there are many choices to make as a business. Often, the question is “which is better”? However, the answer isn’t always “better” but rather “different.” When it comes to paid advertising, Google Ads, Bing Ads and Facebook have different audience demographics, options and mediums. By learning about which each network has to offer, you’ll be able to determine the right fit for your clients.

Google Ads – Search, Display, Shopping and Youtube

The Google Ads network spans several different formats from text search to Youtube videos. This makes it a huge, and sometimes formidable digital advertising resource. When explaining the network to clients, it can easily be broken down into these parts.

Google Ads Search Network

The Google Ads audience is large and encompasses users at every point in the purchase funnel. Target your audience based on location, device, demographic (age and gender only) and income level to name a few of the granular targeting methods you can use. Google Ads layers this targeting with keywords that allow you to capture someone’s attention when they perform a Google search.

Google estimated that there were more than 100 billion searches a month in 2014. The Google Ads Search Network allows you to reach people in all countries (except Crimea, Cuba, Iran, North Korea, Sudan and Syria) across the world in 43 languages. Search Network ads appear in many places including Google Search and Google Search Partners, which can include Google Play, Google Maps (and the maps app) as well as non-Google websites.

Google Ads allows you the flexibility to adjust for a variety of factors including device, time of day, day of week and location. You can enhance your ads with information like location, phone number and useful information and links. A click on your ad will bring someone directly to your landing page. You’ll only pay when someone clicks on your ad.

What It’s Best For:

The Google Ads Search Network is best for reaching users who are actively searching for products and services like your own. It allows you to reach individuals during the “want-to” micro-moments where your ad can influence what a searcher chooses to buy.

Google Ads Display Network

The Display Network is a generally a visual form of advertising (there are some text ad types that are eligible for the Display Network) with various forms of banner ads. Google’s inventory allows ads to appear on more than 2 million websites. According to Google, those 2 million websites account for about 90% of people on the internetAds will appear on Google’s properties such as Gmail, Blogger and YouTube as well as non-Google partner sites.


Where Ads Appear:

When a client chooses this type of advertising, ads can show in many places. They can show on mobile apps, DoubleClick Ad Exchange sites, Google AdSense publisher sites and other Google sites. These sites are properties like YouTube, Blogger and Google Finance, but do not include web search. Ad types include video ads, text ads, image ads and rich media ads.

What It’s Best For:

Display Network advertising allows you to target people by interest, topic and other specific attributes like the site they’re on (placement) and demographics. These targeting options make the Display Network great for getting your ads in front of your audience while they’re reading the news or reading up on their favorite celebrity.

The Display Network reaches people when they’re going about their daily life rather than when they’re searching for a specific product, making this type of advertising better for branding and brand awareness. If your client is looking for advertising with a focus on brand recognition, then Display is for them.

Google Shopping

If your client is an e-commerce advertiser, then this is a form of advertising you should be utilizing. Google Shopping lets an advertiser promote their product inventory and increase traffic to their brick and mortar store and/or website.

Not only do these ads bring more traffic, they also bring in highly qualified leads, as the users are typically at the end stage of the buying cycle and most likely to convert. This is because this ad format provides essential product information, it generates better qualified leads for e-commerce.

Another added benefit of Google Shopping is the ability to track return on ad spend and other valuable revenue information down to the item ID level. Advertisers can see which products produce a desired return, and those that are too costly to advertise.

Where Ads Appear:

Product ads show in a diverse set of places. They are eligible to appear in Google Shopping (where available), Google Search Partners (including image search, YouTube and websites) and Google Search (next to but completely separate from the text ads).

What It’s Best For:

Shopping ads are best for e-commerce advertisers with a large inventory (at least several hundred products). While any size inventory can be used, advertisers with large inventories, competitive prices and good reviews will tend to see the best results for their investment.


You may not think about it this way, but Youtube is a powerful search engine in its own right. Google says that YouTube reaches 1 billion people across the world and these viewers watch more than 6 billion hours of video on the network every month. There are more than 400 hours of video uploaded to the search engine every minute, which gives advertisers a wealth of topics and content to advertise on.

Advertising on YouTube offers a variety of targeting methods including topics, demographics, keywords and remarketing. There are many audiences that can be targeted, which allows you to reach the audience that’s just right for your product or service. The platform supports the measurement of a variety of actions from views and comments to shares, allowing you to track metrics that are meaningful to your client.

Ad Types And Strategies

YouTube offers its advertises in-stream and discovery ads.

In-stream ads show up before, during and after videos on both the Display and YouTube Networks. They aren’t just shown on YouTube. In fact, they can be seen places such as apps on the Display Network, games and video publisher sites. Ads come with the functionality to add card, companion banners and call to action overlays.

Video discovery ads appear in placements that in-stream ads do not. They show in YouTube searches, next to YouTube videos, on YouTube channels, Watch pages and in video searches on Google Search.

What It’s Best For:

YouTube ads are a way to connect with people in a way that only video advertising can. An advertiser is given the opportunity to connect with and engage emotional responses in a user. You have the ability to target someone searching for your brand as well as topics and interests. Using overlays, viewers can interact with your brand in the moment.

YouTube videos are best for building your business. Google tells us that TrueView ads generate seven times as much offline revenue as TV does. This is because you’re reaching an audience that has chosen to interact.

App Advertising with Universal App Campaigns

Google Ads offers specialty advertising for those companies who are advertising their app. These ads are geared toward in-app conversions or app installs.

Where Ads Appear:

Universal app ads can appear in many places. They show on Google Search, Google Search Partners, relevant content or pages within YouTube, on Google Play (in related apps and search results) and on the Google Display Network (mobile websites and other apps).

What It’s Best For:

Promoting a mobile app. If your client is advertising a mobile app, they should be using this type of campaign along with other strategies. These campaigns will provide exposure in places where users are likely to download the app, make in-app purchases and complete other conversions that are valuable to a business.

At the end of the day, most businesses can’t live without spending some of their advertising budget on Google Ads, which accounts for over 65% of search traffic in the US. We live in a digital world where customers search the web prior to making a purchase. Your client’s ability to impact and influence user buying habits.

Bing Ads

Bing’s network and ad offering may be smaller than Google’s but that doesn’t make it any less powerful. This network provides an audience that Google generally does not.

The demographic makeup of the Bing Network is:

  • More female than male with about 40% of it being between the ages of 35 and 54.
  • More than half of the searchers on the Bing Network are married.
  • Seventy-five percent have at least some college education with 31% having graduated with an undergrad degree.
  • A full third of the audience has a household income of $100,000 a year or more and about 44% of the audience is married.
As you can see, these demographics vary from the Google demographics. This means your client can use this to their advantage and expand their reach to a completely different audience.

Bing Search Ads

Bing Ads offers search network ads with many of the same features that Google offers. However, the audience is a bit different. According to Bing, they support 5 billion monthly searches with 144 million unique searches and 55 million people reached. Bing says that’s 33.1% of the U.S. search market.
April 2017 data. Courtesy of Bing Ads.

Where Ads Appear:

In addition to those who use regular search, Bing syndication partners help these ads reach an audience which is separate from Google. Some of the most notable are and unique are Windows 10, Cortana, Office, Siri and Spotlight Search (Apple devices).

What It’s Best For:

The Bing Search Network is best for reaching audiences that can’t be targeted through Google and/or for expanding reach in addition to Google. Bing has a distinctive and separate audience from the Google Search audience, which allows businesses to extend their reach.

Bing Display Ads

Bing offers a display ad network much in the same way Google does. This advertising is offered through a Bing/AOL partnership as part of OAth. Ad types include text, video and image (such as banner, responsive and expanding rich media).

Where Ads Appear:

These ads show in a variety of places including Skype, MSN, Outlook and XBOX.

Bing Shopping

Bing calls its shopping ads Product Ads. These ads allow the advertiser to feature products and show pricing. These ads are very similar to Google Shopping ads but show on the Bing Network including its partners. They are available on desktop and mobile devices, so you won’t miss an audience by using them.

What It’s Best For:

Bing Product Ads are best for e-commerce businesses looking to reach potential buyers who are not on the Google Network and its partners. This solution is visual and allows an advertiser to advertise a large product catalog simply and efficiently.

If an advertiser is just starting out, it may not be beneficial to add these ads when the client first begins advertising but as Google Ads gains success, agencies should encourage their clients to expand their advertising to other networks.

Next time join us for how a business can benefit from Facebook advertising.

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Avi Kumar
Avi took the Engineering Route to Marketing. He loves proving that all marketing is Scientific and not black magic. He is obsessed with finding efficient ways of doing things. He started at 17 from improving how to “Holystone” ship’s wooden decks efficiently as an apprentice on ships!