Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • Google Ads for Local Services Business
    • SaaS PPC Management
    • Agency Ad Accounts
      • BIGO
      • Kwai
      • BYYD
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
    • Digital Marketing Events 2024
      • Top Affiliate Marketing Events 2024
    • Insights
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
Get in touch
Logo Lira
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • Google Ads for Local Services Business
    • SaaS PPC Management
    • Agency Ad Accounts
      • BIGO
      • Kwai
      • BYYD
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
    • Digital Marketing Events 2024
      • Top Affiliate Marketing Events 2024
    • Insights
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
Get in touch
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • Google Ads for Local Services Business
    • SaaS PPC Management
    • Agency Ad Accounts
      • BIGO
      • Kwai
      • BYYD
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
    • Digital Marketing Events 2024
      • Top Affiliate Marketing Events 2024
    • Insights
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
  • Home
  • Services
    • eCommerce PPC Management
    • Google Shopping Management
    • Google Ads for Local Services Business
    • SaaS PPC Management
    • Agency Ad Accounts
      • BIGO
      • Kwai
      • BYYD
  • Case Studies
  • Blog
  • Resources
    • Library
      • eCommerce
      • SaaS
      • Real Estate
    • Downloads
    • E-commerce Glossary
    • ACOS to ROAS Calculator
    • Shopify Google Shopping Feed
    • Digital Marketing Events 2024
      • Top Affiliate Marketing Events 2024
    • Insights
  • About Us
    • Team
    • Google Premier Agency
    • Top PPC Agency in Armenia
    • We Are Hiring
      • Digital Marketing Internship
  • Contacts
Blog

Home > Bing Shopping vs Google Shopping: Where to Put Your Money

E-commercePPC

Bing Shopping vs Google Shopping: Where to Put Your Money

March 2, 2023 by Viktoria Arsenteva

Bing Shopping VS Google Shopping

In today’s competitive e-commerce landscape, businesses often compare the benefits of using Google Shopping vs. Bing Shopping to determine the most effective platform for their advertising campaigns. With Google dominating the search market, it’s easy to overlook Bing. However, even a small percentage of users on Bing can still mean a substantial number of potential customers for your business. Ignoring either platform can result in missed opportunities for increased visibility.

In this article, I’ll analyze Google Shopping ads and Bing Shopping ads and provide insights on how to effectively leverage them for your e-commerce business.

Contents

1. What Is Google Shopping?

2. What Is Bing Shopping?

3. Similarities Between Google and Bing

4. Google VS Bing: Comparison and Key Differences

4.1. Market Share

4.2. Users (Demographics)

4.3 Ad Targeting Options

4.4 Product Listings

4.5 Costs

4.6 Negative Keywords

5. Google Shopping Vs. Bing Shopping: Which One to Choose? [Comparison Table]

6. Pros and Cons of Bing Shopping and Google Shopping [Infographic]

7. Conclusion

8. FAQ

What Is Google Shopping?

Google Shopping provides a distinctive segment of Google that enables users to explore and buy items from online sellers and local retailers. The service displays product listings along with product images, pricing, and descriptions in a user-friendly interface, making it easy for users to compare products and prices from different online retailers.

Product listing ads:

Buy Earphones Product Listing Ads

Google Search ads:

Buy Earphones Google Seach Ads

Google Shopping tab:

Buy Earphones Shopping Tab

The Shopping tab interface is deliberately designed to showcase high-quality product images and descriptions, facilitating product comparison for consumers. In the screenshot below you can see features, additional pictures and reviews of the product. Online stores selling this item, prices, delivery information and return conditions are located on the right. 

Shopping Tab Interface

Google Shopping is supported by two primary platforms, which are Google Ads and Google Merchant Center. Your product feed is located on Google Merchant Center, providing you with the opportunity to tailor your offerings and refine your product listings to generate more sales. 

Google Merchant Center

Google Merchant Center

Check out the video below to learn more about getting started with Google Shopping and creating a Google Merchant Center account:

Utilizing the Simprosys Google Shopping feed tool simplifies the creation and maintenance of product feeds, guaranteeing smooth integration and enhanced effectiveness in your Google Shopping ads campaigns.

Learn more about Google Ads in our article on Performance Max vs Standard Shopping where you will find the key differences between these two types of ad campaigns.

Are Your Online Tills Ringing?

If not, drop us a message and let’s change that with our e-commerce PPC management!

Get Free Proposal

What Is Bing Shopping?

With Bing Product Ads, your products can be prominently displayed at the top of search results or in the sidebar, complete with your product image, price, and company name. When a user clicks on your ad, they are taken directly to your website’s product page, increasing the likelihood of a sale. This efficient advertising method can help you achieve a higher return on investment and better market positioning for your products.

With Microsoft Shopping Ads, you can showcase your products on various search engines such as Bing, Yahoo, and AOL, as well as on syndicated partner sites like MSN.com or Bing.co.uk. Products will also be shown in the Shopping tab of all these search engines. Check out the list of countries where Microsoft Advertising shows your ads here. 

Ad campaign on Bing:

Buy Dining Table Bing

Ad campaign on Yahoo:

Buy Carpet Yahoo

Ad campaign on AOL:

Ad Campaign on AOL

To get started with Bing Shopping and display your products on the Microsoft Search Network, follow the instructions on creating  Microsoft Merchant Center store.

Microsoft Merchant Center

Microsoft Merchant Center

Watch this webinar detailing the basics and key terms of Bing Shopping Campaigns:

Check out our article on how to set up Bing Shopping ads.

In July 2023, a new campaign type — Microsoft Performance Max — entered its open beta phase. It is designed to assist advertisers in connecting with a broader audience on Bing, AOL, Yahoo, Outlook, and beyond.

Similarities Between Google and Bing

There are a number of differences between the two platforms. However, Bing Shopping and Google Shopping share many similarities in terms of the features and benefits they offer to businesses. Here are the main similarities:

  1. E-commerce PPC advertising: Both platforms operate on a pay-per-click (PPC) advertising model, where businesses pay for each click on their ads.
  2. Merchant Center: Both platforms require businesses to use a merchant center to create and manage their product feed.
  3. Product listing ads: Both platforms allow businesses to showcase their products through product listing ads that feature product images, titles, and prices.
  4. Ad targeting: Both platforms offer various targeting options to help businesses reach their desired audience, such as targeting by location, device, and demographics.
  5. Ad management: Both platforms provide tools to help businesses manage their ads, including bid optimization and performance tracking.
  6. Free options: Both Google and Bing have free listing options that allow merchants to showcase their products for free.
Google VS Bing: Comparison and Key Differences

We are going to discuss the comparison between Google and Bing, two of the most popular search engines used today. By examining their respective strengths and weaknesses, we can gain a better understanding of which search engine is the better option for specific needs and preferences.

Market Share

When it comes to search engines, Google is undoubtedly the king of the market with a global desktop market share of around 85% (as of January 2023). Bing holds a much smaller market share of approximately 9%. Despite this, Bing has been gaining ground in recent years. Microsoft has made efforts to differentiate itself from Google by offering unique features such as a more visually-focused search experience and adding AI to its Edge browser and Bing search engine. However, Google’s dominance in the search engine market is unlikely to be challenged anytime soon, as its brand recognition and vast resources make it difficult for competitors to catch up.

Global Desktop Market Share of Search Engines Infographic

Source of data: Statista

Users (Demographics)

Let’s compare Bing Shopping traffic vs Google Shopping traffic.

Check out the infographic below to learn more about users of both search engines:

Google & Bing Search Traffic Infographic

Sources of data: Oberlo, Microsoft, FinancesOnline

While Bing is not as widely used as Google, it still attracts a considerable amount of traffic. 

In summary, the audience of Bing tends to be older, more geographically concentrated in the United States, and more focused on travel, shopping, and local search, while the audience of Google is generally younger, more global, and focused on general information and research.

Ad Targeting Options

Google Shopping offers a range of targeting options, including location, language, device, and audience targeting. Within audience targeting, businesses can target specific customer segments based on factors such as demographics, interests, and behaviors. However, these targeting options are only available for Standard Shopping campaigns. There are also automated Shopping campaigns (Performance Max), in which only location and language are available.

Bing also has Standard Shopping campaigns with these targeting options, and there is an automated (Smart Shopping) one, in which, just like in Performance Max, almost nothing can be set up.

However, Bing does offer a unique targeting option called “LinkedIn Profile Targeting,” which allows businesses to target users based on their LinkedIn profile information.

Overall, both platforms offer a range of ad targeting options. Bing Shopping also offers LinkedIn Profile Targeting, which may be particularly useful for businesses looking to target a professional audience.

Product Listings

By selecting Google Shopping ads, you will gain access to a wide range of field options to enhance your product listing. Google requires a variety of fields to be included in your Shopping ad:

  • [id]
  • [title]
  • [description]
  • [link]
  • [image_link]
  • [availability]
  • [price]
  • [brand]
  • [gtin] or [mpn]

However, some categories of goods in different countries have their own extended lists of required attributes. For example, if you sell clothes in the USA, then the following attributes will be obligatory:

  • [color]
  • [gender]
  • [age_group]

That is not the full list. There are many other optional fields that can be utilized to enhance the ad experience. 

Regarding Bing Shopping ads, there is a smaller set of mandatory fields to complete for your advertisements. Only the following fields are required:

  • [id]
  • [title]
  • [link]
  • [price] (excluding tax and shipping)
  • [description]
  • [image_link]

Costs

According to the 2019 Performance Benchmarks Report by WordStream, Google Shopping ads have an average cost per click (CPC) of $0.66, while Bing Product ads have an average CPC of $0.46. This variance in CPC may not hold the same weight across all industries. However, for industries that deal with high-priced items, it can make a significant difference in potential business gains or losses.

Although commission rates for Google Shopping ads are generally higher than those of Bing Product ads, most of your revenue on either platform will likely come from ad clicks due to their pay-per-click (PPC) model.

It’s important to note that while Bing may have a lower average CPC, it also tends to have a smaller audience compared to Google. This means that although individual clicks may be cheaper on Bing, businesses may need to invest in more clicks to achieve the same level of exposure as they would on Google.

Negative Keywords

Negative keywords are essentially a list of terms that a business can exclude from its ad targeting to ensure that its products are not displayed to irrelevant audiences.

In Bing and Google, adding negative keywords to Shopping campaigns is only available for Standard campaigns. As for automated ones (Performance Max in Google and Smart Shopping in Bing), there is no option to add negative keywords in Bing, but this can be done for PMax campaigns either at the level of the entire account, or at the campaign level through Google technical support.

Additionally, both Google and Bing also offer a feature called “search terms,” which allows businesses to view the specific search queries that triggered their ads. This information can be used to identify new negative keywords and further optimize campaigns.

Google Shopping Vs. Bing Shopping: Which One to Choose?

Here’s a comparison table between Google Shopping and Bing Shopping to help you decide which one to choose:

Feature

Google Shopping

Bing Shopping

Global desktop Market share of search engines

84.69%

8.85%

Users Google receives billions of searches per day, making it one of the busiest websites on the internet. Bing receives a significantly lower amount of search traffic than Google. However, Bing’s audience is more concentrated in the USA and generally older than Google’s users.
Ad targeting options Google Shopping offers a range of ad targeting options, including demographics, location, and device targeting (for Standard Shopping campaigns). Bing Shopping also provides the same ad targeting options for Standard campaigns. However, Bing Shopping offers LinkedIn Profile Targeting, which may be particularly useful for businesses looking to target a professional audience.
Target return on ad spend (ROAS) Available Available
Remarketing Remarketing in Google Shopping allows advertisers to reconnect with users who’ve previously interacted with their website or app. It involves displaying ads tailored to these users as they browse through Google’s network and partner sites. Similar to Google, Microsoft Shopping’s remarketing focuses on re-engaging users who have previously visited the advertiser’s website without completing a desired action, like making a purchase.
Dynamic Remarketing Dynamic remarketing for Google Shopping takes the remarketing concept a step further by not only targeting users based on their past interactions with a website or app but also by displaying dynamically generated ads based on the exact products or services they viewed. Microsoft Shopping’s approach to dynamic remarketing is similar to Google’s. Advertisers can show tailored ads to potential customers based on their previous interactions with the website.
Merchant center Google Shopping has a merchant center where retailers can manage their product data feeds. Bing Shopping also has a merchant center, but it is not as robust as Google’s and lacks certain features.
Ad cost and performance The cost per click (CPC) on Google Shopping tends to be higher than on Bing Shopping, but the performance is often better. Bing Shopping generally has lower CPCs, but the performance can be lower as well.
Negative Keywords You can add negative keywords both in Standard Shopping and Performance Max campaigns.  You can add negative keywords in Standard Shopping campaigns only. No such option for Smart Shopping campaigns.
Local Inventory Ads Google Shopping’s Local Inventory Ads enable brick-and-mortar retailers to showcase their in-store product availability and pricing to nearby customers searching on Google. Similarly, Microsoft Shopping’s Local Inventory Ads allow retailers to promote their in-store products on the Bing network.

If you also think about utilizing paid social media, check out our article on Google Shopping vs Facebook Ads.

Pros and Cons of Bing Shopping and Google Shopping

Both platforms have their own advantages and disadvantages.

Pros and cons of bing shopping and google shopping infographics

Conclusion

When it comes to promoting products online, businesses often debate between using Bing Shopping Ads vs. Google Shopping Ads to determine which platform will give them the best results. In summary, Google Shopping has a larger market share, more extensive ad targeting options, and a more robust merchant center. Bing Shopping, on the other hand, generally has lower CPCs, but the performance can be lower as well. The choice ultimately depends on your business’s specific needs and goals.

Check out our article on the best ad platforms for e-commerce to discover other options. 

Lira Agency provides exceptional Microsoft Shopping management services to help businesses succeed in the ever-evolving e-commerce landscape. Contact us today to learn more about how our expert team can drive increased conversions for your online store.

FAQ

Why is Bing not as popular as Google?

Bing is not as popular as Google for several reasons. 

Firstly, Google has been around for much longer than Bing and has had more time to establish itself as the dominant search engine. 

Secondly, Google has a much larger user base and a more extensive reach than Bing. 

Thirdly, Google has invested heavily in developing and improving its search algorithms and has consistently introduced new features and functionalities to improve the user experience.

How does the pricing and bidding system compare between Bing Shopping and Google Shopping?

Both platforms use a cost-per-click (CPC) pricing model, which means that advertisers only pay when someone clicks on their ad. The amount an advertiser pays per click is determined by a bidding system, where advertisers bid on specific keywords or products they want to advertise.

Google Shopping tends to have higher CPCs than Bing Shopping, which can make it more expensive for advertisers. Bing Shopping, on the other hand, tends to have lower CPCs than Google Shopping. 

Both platforms also offer features like automated bidding and bid adjustments, which can help advertisers optimize their bids for maximum results.

Which platform is better for small businesses: Bing Shopping or Google Shopping?

Determining which platform is better for small businesses, Bing Shopping or Google Shopping, depends on a number of factors.

One key factor is the target audience. Google Shopping tends to have a larger user base, which means that businesses can potentially reach more customers. However, Bing Shopping can be a good option for businesses targeting older demographics or those with a more niche audience.

Another factor to consider is advertising costs. Google Shopping generally has higher costs per click (CPCs) than Bing Shopping, which can make it more challenging for small businesses.

Ultimately, the best platform for small businesses depends on their unique needs and goals. Businesses should consider factors such as their target audience, advertising budget, and advertising strategy when deciding between Bing Shopping and Google Shopping.

How do I get started with advertising on Google Shopping or Bing Shopping?

To get started with advertising on Google Shopping or Bing Shopping, retailers need to create an account with the respective platform and upload their product listings. They can then set up advertising campaigns and select keywords and bidding strategies to target their desired audience.

What is the difference between Google Search and Google Shopping?

In essence, Google Search campaigns are based on textual content and keywords, with ads appearing based on the keywords that are being bid on. On the other hand, Google Shopping campaigns involve image-based ads that display an image of a product alongside important details such as its name, price, reviews, and special offers. Rather than bidding on keywords, businesses bid on products in order to have them displayed on relevant search results pages.

ARTICLE BY

Viktoria Arsenteva

Marketing Specialist and Content Writer at Lira Agency. I enjoy creating valuable and informative content for our clients and visitors. I spend my free time reading books on marketing and psychology.

NEED TO SCALE YOUR E-COMMERCE BUSINESS? WE ARE HERE TO HELP!
Let's talk!
e-commerce ppc
Key E-Commerce Statistics You Need to Know for 2023 and BeyondKey E-Commerce Statistics You Need to Know for 2023 and BeyondFebruary 17, 2023
Effective Strategies to Boost Your E-commerce Sales and Drive Revenue GrowthMarch 7, 2023Effective Strategies to Boost Your E-commerce Sales and Drive Revenue Growth

Related Posts

PPC
Google Ads in 2025: Advertising Launch Costs for Local Businesses in the USA
March 7, 2025 by Saveliy Kamenev
E-commerce
Shopify & Google Analytics 4 (GA4): How to Install and Use It Right
June 6, 2023 by Xenia Volokitina
0 0 votes
Article Rating
Subscribe
Login
Notify of

0 Comments
Oldest
Newest Most Voted
Inline Feedbacks
View all comments

Let’s Connect on LinkedIn!

Follow us for the newest updates and tips in PPC advertising.

Follow
Featured author image: Bing Shopping vs Google Shopping: Where to Put Your Money

Artem Akulov

Hi! I'm the Founder & CEO at Lira Agency. Welcome to our blog! Ask questions and share your insights in comments.

Recent Posts
  • The Truth About Google Ads Smart Campaigns: Why They Don’t Work for Local Businesses in the US and What to Use Instead April 16, 2025
  • Why Your LSA Lead Volume is Dropping and How to Fix It April 4, 2025
  • How Many Keywords Do You Need in Google Search Ads for Local Businesses in the US April 3, 2025

Earn 2x Revenue With Lira

Please enable JavaScript in your browser to complete this form.
Loading

Logo Lira

Lira

Case Studies
Team
Google Premier Partner 2024
Blog
Editorial Standards

Services

E-commerce PPC Management
SaaS PPC Management
Locksmith PPC Management
Google Ads Management
Microsoft Ads Management (ex Bing)
Agency Ad Accounts

Contact Us

Request Form
[email protected]

Privacy Policy | Terms & Conditions

Copyright © 2024 Lira. All Rights Reserved

#integrio_button_6822336355a5b .wgl_button_link { color: rgba(255,255,255,1); }#integrio_button_6822336355a5b .wgl_button_link:hover { color: rgba(255,255,255,1); }#integrio_button_6822336355a5b .wgl_button_link { border-color: rgba(33,107,34,1); background-color: rgba(33,107,34,1); }#integrio_button_6822336355a5b .wgl_button_link:hover { border-color: rgba(66,150,43,1); background-color: rgba(66,150,43,1); }#integrio_button_6822336355a5b.effect_3d .link_wrapper { color: rgba(33,107,34,1); }#integrio_button_6822336358368 .wgl_button_link { color: rgba(49,49,49,1); }#integrio_button_6822336358368 .wgl_button_link:hover { color: rgba(255,255,255,1); }#integrio_button_6822336358368 .wgl_button_link { border-color: rgba(27,120,13,1); background-color: rgba(49,49,49,0); }#integrio_button_6822336358368 .wgl_button_link:hover { border-color: rgba(27,120,13,1); background-color: rgba(27,120,13,1); }#integrio_button_6822336358368.effect_3d .link_wrapper { color: rgba(27,120,13,1); }#integrio_dbl_68223363641b4 .heading_subtitle{ color: #000000; }#integrio_dbl_682233636b151 .heading_subtitle{ color: #ea730b; }#blog_module_6822336370350.blog-posts .blog-post_title, #blog_module_6822336370350.blog-posts .blog-post_title a { font-size:24px; line-height:36px; font-weight:700; }#blog_module_6822336370350.blog-posts .blog-post_text { font-size:14px; line-height:24px; }#integrio_soc_icon_wrap_6822336374146 a{ background: #216b22; border-color: #216b22; }#integrio_soc_icon_wrap_6822336374146 a:hover{ background: #3c8e25; border-color: #3c8e25; }#integrio_soc_icon_wrap_6822336374146 a{ color: #ffffff; }#integrio_soc_icon_wrap_6822336374146 a:hover{ color: #ffffff; }.integrio_module_social #soc_icon_68223363741731{ color: #ffffff; }.integrio_module_social #soc_icon_68223363741731:hover{ color: #ffffff; }.integrio_module_social #soc_icon_68223363741731{ background: #0a66c2; }.integrio_module_social #soc_icon_68223363741731:hover{ background: #0a66c2; }
We use cookies to store your preferences and visits in order to provide the most relevant experience. By clicking "Accept All", you accept ALL cookies. Visit "Cookie Settings" to make changes.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT
wpDiscuz