Google Shopping vs. Bing Shopping: Which Platform is Best?

Macy is a Content Writer at WebFX. With a Content Marketing Certification, she's an expert in crafting pieces filled with the facts about all things digital marketing. You'll find many of her pieces featured on UpCity's Top Digital Marketing Articles of the Week. When she isn't clacking her keys, she's wondering why her dog is so cute. Follow her on Twitter @iinfinitestorm.

It’s a hot ticket debate: Google Shopping vs. Bing Shopping. Both platforms offer an excellent opportunity for you to advertise your products to interested customers, but which one is the best?

On this page, we’ll look at Bing Shopping ads vs. Google Shopping ads to help you see what each platform offers, so you can figure out what’s best for your business.

Need help setting up ads for your business? Our team of over 300 marketing experts can help. Contact us online or call us today at 888-601-5359 to speak with a strategist about our advertising services!

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Google Shopping vs. Bing Shopping: Availability

The first area we’ll look at is availability. When you consider Bing Shopping Ads vs. Google Shopping ads, it’s essential to know where you can use these ads, primarily if you serve customers on an international basis.

Google Shopping ads availability

Google Shopping ads can appear in over 40 countries. Here’s a short list of some of the countries where you can show ads:

  • United States
  • United Kingdom
  • Poland
  • Russia
  • Argentina
  • Australia
  • Canada
  • Denmark
  • France
  • Germany
  • Hong Kong

Bing Shopping ads availability

Bing Shopping ads only appear in select countries, which includes:

  • United States
  • United Kingdom
  • Australia
  • France
  • Germany
  • Canada

Bing Shopping ads vs. Google Shopping ads: Which wins?

Winner: Google Shopping ads

In terms of availability, Google nudges out Bing for companies that have a broad international market. If your market is concentrated in the United States or the United Kingdom, though, both platforms are a viable option for your company.

Google Shopping vs. Bing Shopping: Reach

When deciding between Bing Shopping ads vs. Google Shopping ads, you want to look at each platform’s reach. The reach determines not only who will see your ads but how many people will see your Shopping ads.

Google Shopping ads: Reach

If you choose to run Google Shopping ads, you’ll have extensive reach with your campaigns. Google’s average market share is 70%, meaning that most people use Google to find information. On mobile, this number is even higher, coming in at 94% of the market share.

 

 

While the exact details of Google’s user base aren’t identified, this search engine tends to attract people from all generations. Whether you’re looking to attract 20-somethings or 60-somethings, you’re likely to reach them on Google.

Bing Shopping ads: Reach

With Bing Shopping ads, you can have extensive reach with your ads, though it’s not to the scale of Google’s reach. Bing Shopping ads only hold a little over 10% of the market share, but it’s still a valuable platform for reaching interested leads nonetheless.

 

 

Here are some statistics about the searchers on Bing’s platform:

  • 9 billion monthly PC searches occur on the platform
  • 73% of searchers are under the age of 45
  • 55% of searchers are male
  • 45% of searchers are female

Bing Shopping ads vs. Google Shopping ads: Which wins?

Winner: Google Shopping ads

Overall, both platforms have a great reach for your business. If you’re looking to reach a more demographically diverse audience, Google may be a better option for your business. On the other hand, if you’re aiming to target people under 45, Bing is a great option to connect more directly with your niche.

Google Shopping vs. Bing Shopping: Product listing information

A critical component of advertising through Google or Bing is providing your audience with helpful information that gets them to click on your ad. So, to help you determine the right platform for your business, let’s look at what you can include in your product listing for each platform.

Google Shopping ads: Product listing information

If you opt to choose Google Shopping ads, you’ll have dozens of field options available for your product listing. Google has numerous required fields you must include in your Shopping ad, including, but not limited to:

  • Product ID
  • Title
  • Description
  • Image link
  • Link to the product listing
  • Price
  • Brand

In addition to required fields, Google Shopping ads also offers numerous optional fields you can use to enhance the ad experience, including:

  • Sale price
  • Product type
  • Size type
  • Custom label
  • Availability date
  • And more

Bing Shopping ads: Product listing information

As for Bing Shopping ads, there are fewer required fields for your advertisements. You only need the following fields for your ads:

  • Product ID
  • Title
  • Link to product
  • Price
  • Description
  • Image Link
  • Shipping information

Bing Shopping ads vs. Google Shopping ads: Which wins?

Winner: Google Shopping Ads

When you compare Google Shopping vs. Bing Shopping, you can see that both ad platforms enable you to add tons of great information to your ad to help you appear in relevant search results.

If you’re looking to have a more extensive ad listing, Google Shopping ads are best for your business. Google offers dozens of fields of information you can use to appear in the right search results. With dozens of optional fields, you have opportunities to add a little extra to your listing and help it stand out from the competition.

If you’re looking for a more simplified advertising process, Bing Shopping ads is the solution you need. Bing ad form fields are straightforward and streamlined, making it easy for you to input the information and launch your ad.

Google Shopping vs. Bing Shopping: Ad placement options

The last area of comparison we’ll look at in the Google Shopping vs. Bing Shopping debate is the ad placement options. It’s critical to know where your ads will appear, so you can see how much reach and exposure you can get.

Google Shopping ads: Placement options

When you run Google Shopping ads, you have four placement options:

  • Top of search results
  • The right side of the search results
  • Image searches
  • Google Partner websites

 

 

Bing Shopping ads: Placement options

With Bing Shopping ads, you have three placement options:

  • At the top of search results
  • The right side next to search results
  • Image searches (mobile only)

 

 

Bing Shopping ads vs. Google Shopping ads: Which wins?

Winner: Both

Both platforms have almost identical ad placement options, making both viable options for reaching more qualified leads for your business.

Google Shopping vs. Bing Shopping: Which one is best for my business?

Now that we’ve highlighted some features of Google Shopping ads and Bing Shopping ads, it’s time to answer the million-dollar question: Which platform is best?

Truthfully, it depends upon your business, who you’re targeting, and how you want to handle your campaigns.

If you’re looking to reach a diverse audience across multiple countries, Google is a better option for your business. On the other hand, if you’re looking to attract a younger crowd in a country like the U.S., Bing is a great option to reach that audience.

In terms of ad setup, Bing is an excellent option if you don’t have experience setting up Shopping ads and feel overwhelmed with all of Google’s required and optional fields. On the other hand, if you’re looking to get more specific with your ads, Google is the best option.

Keep in mind, though, instead of making it a debate over Google Shopping vs. Bing Shopping, you can utilize both platforms to help you reach your target audience with your products. You don’t need to limit yourself to one platform.

Using both platforms creates a great opportunity for you to increase exposure and reach people where they’re likely to search. It ensures you don’t neglect any part of your audience, so you can get more qualified leads and turn them into sales for your business.

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Get started with Google Shopping and Bing Shopping ads today

Now that you’ve seen the comparison between Google Shopping ads and Bing Shopping ads, you’re ready to pick your platform and launch your campaign. But if you’re feeling overwhelmed with creating and launching an ad campaign, WebFX is here to help.

We have a team of over 300 marketing experts that can help you craft and launch your Shopping ads. Our team of experts knows how to craft campaigns that drive results.

In the past five years, we’ve driven over $2.4 billion in revenue and over 6.3 million in sales for our clients. You can feel confident that we’ll help your business grow online.

Want to start driving more revenue for your business? Contact us online or call us today at 888-601-5359 to speak with a strategist about our advertising services!