Bing Shopping vs Google Shopping: Where to Put Your Money
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.
4.1. Market Share
4.2. Users (Demographics)
4.4 Product Listings
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:
Google Search ads:
Google 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.
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.
Check out the video below to learn more about getting started with Google Shopping and creating a Google Merchant Center account:
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:
Ad campaign on Yahoo:
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.
Watch this webinar detailing the basics and key terms of Bing Shopping Campaigns:
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:
- E-commerce PPC advertising: Both platforms operate on a pay-per-click (PPC) advertising model, where businesses pay for each click on their ads.
- Merchant Center: Both platforms require businesses to use a merchant center to create and manage their product feed.
- Product listing ads: Both platforms allow businesses to showcase their products through product listing ads that feature product images, titles, and prices.
- Ad targeting: Both platforms offer various targeting options to help businesses reach their desired audience, such as targeting by location, device, and demographics.
- Ad management: Both platforms provide tools to help businesses manage their ads, including bid optimization and performance tracking.
- Free options: Both Google and Bing have free listing options that allow merchants to showcase their products for free.
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.
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.
Let’s compare Bing Shopping traffic vs Google Shopping traffic.
Check out the infographic below to learn more about users of both search engines:
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.
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:
- [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:
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:
- [price] (excluding tax and shipping)
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 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:
|Global desktop Market share of search engines||
|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.
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.
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.
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.