As a security company, you want to consider all of your online marketing options. One of the methods that pose the most questions is pay-per-click advertising and which gets better results, Bing Ads or Google Ads. There are a lot of different variables to consider when launching a paid search campaign, and in this post, we’re talking about our general preference as it relates to the industry. Every campaign and business is different and should be considered individually.
What Is PPC?
Pay-per-click (PPC) is a form of online advertising where advertisers pay based on the number of clicks on their ad. Bing Ads and Google AdWords are two of the major platforms. In both of these platforms, a user runs a search and the platform determines which security company ad to show based on your keyword Quality Score.
While you might be more familiar with Google, Bing is an underdog that is gaining speed in all the right places. Year-end reports in 2018 according to Search Engine Journal show that Bing grew to 19.7% of the search market while Google paid search is actually down 11% from last year.
Now that you know how these two platforms are alike, you need to know how they differ and how those metrics best serve the security industry.
AdWords vs Bing Ads Demographics
When comparing the two platforms, perhaps the best argument for Bing is the demographics.
Pro Tip: Nearly 40% of Bing users are between 35-54, 44% were married, and average income skews higher. When paired with a more mature audience, Bing is hard to beat.
In our 10 years of industry experience, this perfectly fits the buyer profile of most home and business security services. While Google users tend to be younger, from a marketing aspect the smaller Bing audience might be a better match and contain more of your target security industry consumers.
Cost-Per-Click and Average Position
Where your ads show and at what cost is another huge consideration for those in the security industry, and outside of it. On average, services with the security industry show 35% higher in Bing. That’s great you think, but at what cost? The cost-per-click (CPC) is lower in Bing than AdWords. A better position at a lower price makes Bing a great option.
Click-through-rate (CTR) is an important measure of determining whether your ads are effective. The higher the CTR, the greater response you are getting from your ads. Bing CTR are an average 34% higher in sample testing. Bing’s sophisticated ad scheduling may have a lot to do with the significantly higher CTR.
Conversion Rates and Cost-Per-Lead
The purpose of a search campaign is to drive results and bring leads. This is something that can fluctuate significantly based on outside variables such as seasonality, and other industry specific variables. While Bing has a slightly lower conversion rate, you also pay less for the ads. This results in paying less for the same lead.
So, Which is Better For The Security Industry?
Google Ads are great for many industries, but not necessarily a great fit for industries involving any aspect of security. Google may get more search traffic, but (as of the date of this post) Bing boasts a higher position and CTR as well as lower CPCs. When paired with a more mature audience, Bing is hard to beat.
Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation. Contact us today to discuss your inbound marketing requirements.
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