This is part two of a three-part blog about The Key Differences between Google AdWords and Bing Ads. If you haven’t read part one, you can check it out here: 5 Differences between Google AdWords and Bing Ads – Part 1 . Check back June 17th, for the final instalment.
As an online advertiser, sophisticated targeting and reporting tools are essential to maximizing return on investment (ROI) with search marketing. In this regard, Google AdWords’ targeting and reporting capabilities have a significant advantage, however, Bing Ads representatives have indicated in the Bing Ads Feature Suggestion Forum that they are striving to improve their targeting and reporting functions.
In the second part of this blog series, I list the 7 Key Targeting and Reporting Differences between Google AdWords and Bing Ads:
1. Language Targeting: Google AdWords has over 40 language options for campaign targeting, and Bing Ads has 6 language options.
2. Time Targeting: Google AdWords allows advertisers to select specific hours during the day for optimal targeting. Bing Ads allows advertisers to select pre-set blocks of 5 hour intervals for targeting.
3. Auto-Tagging: Tagging destination URLs for analytics tracking has to be manually executed with Bing Ads; however this process is automatic with Google AdWords. There is also no way to differentiate tags between Bing and Yahoo without creating manual filters, which is a bit time consuming for busy advertisers.
4. Ads/ Keyword View Limit: Bing Ads limits the number of ads or keywords viewable at the account level, which prevents advertisers from quickly identifying their top ads or keywords across all campaigns unless a full report is downloaded (which is a huge pain). Google AdWords does not limit this function.
5. Real Time Reporting: There is a 2-6 hour lag with reporting on Bing Ads. Google AdWords allows real-time reporting.
6. Conversion Rate Reporting: Bing Ads does not allow advertisers to analyze conversion rates at the account, campaign, ad group or keyword level unless a full report is downloaded. Google AdWords allows immediate conversion rate reporting across all levels.
7. Inline Search Queries: Currently, there is no way to see all the search queries that a user has searched to trigger an advertiser’s Bing ad unless a full report is downloaded. Google AdWords has an easy-to-use inline search query function already built-in to their interface.
What do you think search marketers? How important are these targeting and reporting capabilities to your advertising initiatives?
Check back June 17th for the final installment in this comparative series on Google AdWords and Bing Ads, specifically outlining the administrative differences between the two.