Will Bing Ads Ever Achieve Google Parity?

By Tinuiti Team

As anyone managing paid search campaigns across both Google and Bing can attest, launching campaigns in both engines is never quite as simple as copy & paste. Learning how to launch and manage campaigns in both engines requires remembering the differences between the two; whether it be subtle changes in where to find certain settings in the UI or more important aspects like campaign structure. Starting with the launch of their redesigned user interface in August, Bing Ads has been steadily launching new features that improve its parity with Google. Some of these are major changes with the possibility of impacting campaign performance; while others are smaller tweaks that improve management functionality.


Most importantly, Bing is working on making major improvements to ad targeting. The largest of these updates is unified device targeting, which Google launched last year as “Enhanced Campaigns.” Although this update, scheduled to be implemented for all advertisers by October 3rd, appears to be following in the footsteps of Google’s Enhanced Campaigns, Bing has retained the capability to set a specific bid multiplier for tablet devices. While you already had the ability to target all devices and apply bid multipliers, for better or worse, this streamlines the process by removing the option to have separate campaigns for each device.

Bing Ads allows unified device tracking, similar to Google's Enhanced Campaigns.

For more information on the unified devices change, our own Chris Chang has written an in-depth look into what this means for advertisers. In addition to the unified device targeting, Bing has also improved the following targeting features:


In addition to the targeting improvements, Bing has also been working on rolling out other features that many advertisers have been using on Google, including:

While all of these updates are certainly improving the ease of management between both engines, Bing is mostly still focusing on playing catch up to the basic features that Google has rolled out long ago. While Bing has been working on improving manageability of their platform, Google has been pushing forward and breaking new ground with unique products like Remarketing Lists for Search Ads (RLSA). What do you think? Will Bing ever be able to step out of Google’s shadow? Will the effort Bing is putting into offering a similar product as Google pay off in the long run?

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