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The £100 Advertising Test | Google PPC Ads Vs. Bing PPC Ads

Google Ads vs Bing Ads PPC

The £100 advertising test

Following the success of my £10 advertising test, I have now decided to do a £100 PPC (Pay-Per-Click) test. However, I’ll only be advertising on Google Ads and Bing Ads this time.

The campaign was for Lustre Lingerie‘s marketing coming up to Valentine’s Day.

Each campaign had the exact same keywords, the exact same negative keywords, the same max cost per click and ran for the same period of time (20th Jan – 29th Jan.)

The results

Here is a sample of results of the campaigns (highlighted green for a win, red for a loss):

Bing PPC:

  • Clicks = 1,008
  • Impressions = 46,149
  • Click through rate (CTR) = 2.18%
  • Average position = 3.85
  • Average cost per click = £0.10

Google PPC:

  • Clicks = 1,242
  • Impressions = 90,802
  • Click through rate (CTR) = 1.37%
  • Average position = 3.5
  • Average cost per click = £0.08

Now, who won in your opinion? Surely it’s Google…

However, last time on the £10 PPC advertising test, Google was hammered by Bing, in most aspects.

This time, Google is cheaper, brought more clicks, more impressions and had a higher position. Yes, the click-through rate was lower, but there was double the number of impressions – hence why the CTR was lower than Bing.

PPC keyword comparison

Both search engines had the same top two keywords as their best performers.


Overall, the short campaign managed to double the standard amount of hits that the website achieved compared to most other months and sales increased accordingly.

If you would like AsOne to manage your PPC campaigns, whether it is for a short period, or the start of a longer, deeper relationship, just give the team a call on 0161 368 9100 to discuss. Alternatively, you can get in touch via the Contact page on our website.