It’s Official: PPC Hero Prefers Bing to Google!

By , Senior Account Manager at Hanapin Marketing


Oh, Bing. You’re everywhere lately. You’re on my television, interrupting my time with Stephen Colbert on Hulu, sending me emails asking me to call you Bing Ads now, and asking me to “Bing-it-on”. Well, like an annoying classmate telling me to call him by his Dungeon Master name now, asking me to please, please take his survey for science class; I’d rather just get it over with. So I did, and I made my co-workers share in the fun.

Bing touted that they beat Google 2 to 1 in a blind test. Well, guess what, out of 7 of us that took the challenge, only 2 picked Google. Those two that picked Google only picked them 3 to 2, too. We even had a guy pick Bing all 5 times. You read that correctly, we preferred Bing over Google 5 to 2 in the “Bing-it-on” challenge.

Don’t pop the cork on the bubbly just yet, though. My question to Bing, and to my co-workers: “So, now what?” I assume for Bing it’s that they’re hoping people will equate Bing winning this challenge with switching search engines. Well, I’m afraid to say that isn’t so. I surveyed all 7 of my co-workers and simply asked, “Are you any more likely to use Bing now?”. The answers surprised me. Here are some direct quotes:

“I do (feel more compelled to use Bing)…especially considering the ones I thought I was picking google on for sure were actually bing results. One of the times I didn’t pick bing was because it showed a linkedin profile twice in the top 5 results…so I think there’s still some wonkiness to it…but it’s closing the gap, most definitely.”

 “I still like Google better no matter what they tell me.”

“Not really, no. They do kind of play with the results a bit, because they don’t have the full extended right side ads/etc. that Google uses.”

“I don’t know, I feel like everytime bing comes around, I’m like rolling my eyes at it.”

“Nope. But maybe less likely to laugh at it and more likely to consider it if I cant find anything on Google.”

So, it seems to me that all this whole challenge has done is make a couple of people take Bing a bit more seriously, but no one said they were even thinking about switching. Perhaps polling internet marketers was skewed from the start? I found it interesting that people were trying to pick Google on purpose, and that they felt Bing was still cheating a little when it did win.

All of these advertisements, the name change, and the challenge come off feeling a little desperate to me. I wonder if the gains are proving worth the effort? I know in our little PPC community, they’re coming under some fire for some changes to how they respond to questions on Twitter, some UI changes, and other stuff that’s changed during the big name change. PPC Expert Melissa Mackey (and fabulous heroconf speaker) wrote on her blog, “What’s Up With Bing Ads?” .

So, Bing, maybe stop trying so desperately to get everyone to like you, and maybe just keep working on getting your issues sorted out. Work on you, Bing, and we’ll all like you for who you are.

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8 thoughts on “It’s Official: PPC Hero Prefers Bing to Google!

  1. Torge

    Well, at least you could do the test…there is unfortunately no way (but to use a proxy) to do it from Germany. You always get redirected to the normal page. Boooohh!

  2. Troy

    Valiant effort from Bing! Running a blind taste that against the big dog and winning. Pepsi did the same against Coke and won, But unfortunately for them…Nobody cared and still went to the store and bought a Coke. The exact same way people will see this article, then go search on Google to see where they can take the challenge!

    1. Amanda West-Bookwalter

      You know, that’s actually a really interesting comparison. I feel like everyone I know that’s older drinks Coke. But people my age all seem to like Pepsi better. So, perhaps Bing’s big ad push will work like Pepsi’s did and attract a younger, less set-in-their-ways generation? Only time will tell!

  3. Andy Morley

    Big Webmaster Tools is awesome compared to Google’s too 🙂 They actually give you the information instead of hiding it…

  4. Jarad

    I despise what’s now called ‘Bing Ads’ (Adcenter). I’m convinced the Bing Ads developers have the lowest intelligence when it comes to common sense anywhere in the world. If there was a map that plotted dense areas of low common sense, there would be a big round plot circling the ‘Bing Ads’ department.

    Who here honestly likes to do PPC in Bing / Yahoo? Quick fixes that would take minutes in Adwords Editor take significantly longer in ‘Bing Ads Editor’. Go back a year, and Adcenter desktop a year ago a task would take exponentially longer.

    Everytime you use Bing Ads, you get weird errors, crashes, and although the user interface has had major improvements (from ‘this thing is awful let’s burn it’ to ‘this thing sucks but it’s better than navigating through the interface’), it’s still terrible in my opinion. It all comes back to common sense… and they just don’t get it.

    I think people won’t switch to bing – especially since Google has established strong products like Gmail that keep people coming back to Google. Their products are integrated so it’s like a one-stop-shop in a way.

    On the flip side, I would love to see Google’s arrogance be taken down a level as people like Matt Cutts play internet god sprinkling words of wisdom to the beggars asking for hand-outs. But… I despise Bing… so I wish it was something.

    1. Amanda West-Bookwalter

      Ja-rad is rad! (reference:

      Thanks for the comment. It made me laugh out loud at work, which is always fun. But, I think most agree that Bing Ads is a lot more tedious to work in compared to Google, but that they’re making improvements all the time and it’s great to have competition with Google.

  5. Hamza

    Bing has certainly improved in the last few years. But I’ve doubts that at this point of time many people will ditch google for bing. And the same feeling is shared by many others as i can see from comments. But I think that google will also think about consumers if their is some kind of competition and that’s why we must appreciate the improvements in Bing search and Bing ads which provide people an alternative to google


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