Whic is better for a therapists practice – Google ads or Bing ads?

In today’s world, digital marketing has become an integral part of any business, including mental health practitioners such as therapists. It helps in reaching out to a larger audience, building brand awareness, and generating leads. Google Ads and Bing Ads are two of the most popular digital advertising platforms available to businesses.

Google

Google Ads is a pay-per-click (PPC) advertising platform developed by Google. It allows businesses to create ads that appear in Google search results, YouTube, Google Maps, and other partner websites. These ads appear at the top or bottom of the search engine results page (SERP) and are marked with a small “Ad” label. Businesses only pay when a user clicks on their ad.

Google Ads has various types of campaigns, including Search Network, Display Network, Video, Shopping, and App campaigns. Search Network campaigns allow businesses to show their ads when a user searches for a specific keyword. Display Network campaigns allow businesses to show their ads on various websites that are part of the Google Display Network. Video campaigns allow businesses to show their ads on YouTube. Shopping campaigns allow businesses to advertise their products on Google Shopping. App campaigns allow businesses to promote their app on Google Play.

Bing

Bing Ads is also a PPC advertising platform, but it is developed by Microsoft. It allows businesses to create ads that appear in Bing search results and partner websites, including Yahoo and AOL. Bing Ads operates similarly to Google Ads, where businesses only pay when a user clicks on their ad.

Bing Ads has various campaign types, including Search, Content, and Shopping campaigns. Search campaigns allow businesses to show their ads when a user searches for a specific keyword. Content campaigns allow businesses to show their ads on various websites that are part of the Microsoft Audience Network. Shopping campaigns allow businesses to advertise their products on Bing Shopping.

Difference between Google Ads and Bing Ads

Google Ads and Bing Ads operate similarly, but there are a few key differences.

Search Market Share: Google dominates the search engine market share, with around 92.05% of the market share as of February 2023. In comparison, Bing only holds around 3.79% of the search engine market share. Therefore, advertising on Google Ads has a much broader reach than advertising on Bing Ads.

Cost:

Generally, advertising on Google Ads is more expensive than advertising on Bing Ads. However, the cost-per-click (CPC) varies depending on various factors, such as the industry, the competition, the location, and the keywords.

Audience:

The audience on Bing Ads tends to be older and more affluent than the audience on Google Ads. This means that Bing Ads may be better suited for businesses targeting an older demographic.

Features: Google Ads offers more advanced features, such as automated bidding, remarketing, and advanced targeting options. Bing Ads offers similar features, but they may not be as advanced as Google Ads.

Which is best for therapists?

When it comes to digital advertising for therapists, both Google Ads and Bing Ads can be effective. However, there are a few factors to consider before deciding which platform to use.

Budget:

As mentioned earlier, Google Ads tends to be more expensive than Bing Ads. Therefore, if you have a limited budget, Bing Ads may be a better option.

Target Audience:

If you are targeting a younger demographic, Google Ads may be more effective since it has a larger reach among younger audiences. However, if you are targeting an older demographic, Bing Ads may be a better option.

Competition:

The competition in the mental health industry is high on both platforms. Therefore, it is essential to conduct keyword research and target less competitive keywords to reduce the CPC.

Goals:

It should go without saying but it is important to define your advertising goals before choosing a platform. And from that point work back to understand the strategies and tactics you put in place to achieve them.

Typically we see that Bing gives cheaper cost per leads than google, but it’s reach is limited. So on a tight budget Bing is probably the way to go, if you want to generate a greater quantity of leads then Google maybe be the prefered route. 

It is possible to run both Google and Bing ads at the same time, in fact the Bing account can be linked to the Google one, and automated syncing of the two can be scheduled on a daily, weekly or monthly basis, it’s important here to set up the syncing effectively as you may not want to update the Bing bids with the  (higher) ones you use on Google – as then you’d be losing the cost advantage of using Bing.

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