When you work as a property investor, you’re constantly searching for the next deal. It takes up a lot of time and energy, and it would be a lot easier if sellers could just come to you.

That’s exactly the philosophy behind advertising, and in this day and age, you have some powerful advertising options. Search engine advertising is one of the most effective ways to generate traffic and get that next great purchase.

You might not realize it, but you have a couple of good options when it comes to your search engine advertising. Google and Bing both have a lot to offer, so which one is really better? We go over this question here at Everyday Media Group.

Google Advertising

Google advertising is great for a lot of reasons, but one of the best things about it is that it more or less pioneered pay-per-click (PPC) advertising. This means that Google will show your ad to a bunch of people. But, you only get charged when someone actually clicks on the ad.

This model is self-adjusting, so you don’t have to worry about overpaying to advertise to a bunch of people who just ignore you.

Pros of Google

Google is superior to all other advertising avenues in one specific, significant way. Google has the largest audience in the world. 92 percent of all searches happen on Google. This means that Google has a larger audience than all social media platforms combined. It’s bigger than every TV network at the same time. It’s the biggest.

So, if you want to access the most people, Google is a clear, uncontested winner.

Also, the pay-per-click model makes Google advertising inherently efficient. You’re only paying for advertising when it works, and that’s valuable.

Google Cons

The biggest drawback to using Google is that the company is very aware of its value. Google knows it has the biggest audience, so it’s going to charge you premiums if you want access to that audience. Google advertising definitely costs more than Bing.

Another drawback to Google is that it actually has a lower clickthrough rate. Basically, people are pretty used to ignoring Google ads at this point, so even though the audience is massive, your ad will be ignored a lot. At least you don’t get charged when you are ignored.

Bing Advertising

Bing also uses PPC advertising, so you get those same benefits. When you go with Bing, you also get access to a combined network. Bing, Yahoo, and AOL are all on a combined search engine. So, when you advertise with Bing, you’re actually advertising with all three.

This expands your potential audience. More important, it gives you access to several different curated and refined search groups, so you’re more likely to come across good prospects with an optimized Bing ad campaign.

The Best of Bing

Surprisingly, Bing has some real competitive advantages, even when you stack it up against Google

The most obvious is price. Bing advertisements cost much less money than Google advertisements. At the same time, Bing has a higher clickthrough rate and a higher conversion rate. So, if you want to spend efficiently, Bing is substantially better than Google.

Cons of Bing

Naturally, that efficiency still has a trade-off. When we say that Bing’s audience is smaller than Google’s, it’s by a factor of 46. For every one person using Bing, there are 46 using Google. That’s significant.

Bing’s clickthrough rate is almost double that of Google’s. When you factor in the size of the audience, that means that Google ads are still generating more than 20 times as much traffic.

Ultimately, when you compare Bing and Google, you’re weighing the value of cost efficiency against the value of dramatic traffic increases. There’s not a clear right answer here.

The Best of Everything With Everyday Media Group

The real truth is that you can take advantage of Google and Bing advertising at the same time. If you feel like overall traffic is the problem, try a Google campaign. If you want to improve your ROI, then Bing might be the better option. The good news is that both of these services come in different tiers and price points, so you can play with your budget to get the best of both worlds.

The even better news is that you don’t have to figure all of this out on your own. Everyday Media Group works in this space professionally, and we’ll be happy to partner with you to help you improve both your conversions and your traffic. Contact us today. We’ll give you a free consultation and help you maximize your advertising.

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