Differences between Google and other search engines
All popular search engines have search engine advertising features, but the ads don’t appear similar across platforms.
Google’s ad solution is called Google AdWords. It captures the majority of the search market, so it’s often the platform businesses start with first. However, that usually means that advertising on that platform is more expensive.
Bing’s ad solution is called Bing Ads. Although it doesn’t capture the same volume of users as Google, it does include Bing, Yahoo, and AOL. The same ad will appear on all three platforms for the same price. Bing highlights the display URL by bolding the letters, while Google does not. Bing also includes a bit more control than Google. It allows for Google AdWords campaigns to be uploaded to its platform, it allows users to assign different ad campaigns to different time zones, and specific audiences can be targeted based on their operating system.
Both forms of advertisements do have some things in common. Bing places advertisements at the top and bottom on search results pages, both highlight the display URL in green, and both allow 80 characters in the description text.
Comprehensive advertising campaigns include both Google AdWords and Bing Ads advertising. With Google, companies can capture the largest search volume on the Internet. With Bing Ads, companies can increase click-through rates (CTRs) for shopping and financial services and reach an additional audience of millions of users who don’t use Google.