{"id":157,"date":"2018-06-06T18:59:48","date_gmt":"2018-06-06T16:59:48","guid":{"rendered":"https:\/\/www.richardbulan.fr\/blog\/?p=157"},"modified":"2026-05-04T09:54:17","modified_gmt":"2026-05-04T07:54:17","slug":"bing-ads-google-adwords","status":"publish","type":"post","link":"https:\/\/www.richardbulan.fr\/blog\/bing-ads-google-adwords\/","title":{"rendered":"Bing Ads VS Google Ads : le match"},"content":{"rendered":"

Pourquoi diable un tel article lorsque l\u2019on sait que Google est le moteur de recherche n\u00b01 en France et que Bing ne repr\u00e9sente qu\u2019\u00e0 peine 10 % du march\u00e9 dans l\u2019hexagone ? Malgr\u00e9 tout, le moteur de recherche de Microsoft dispose de certains atouts qui fait que l\u2019on peut (voire doit) r\u00e9fl\u00e9chir \u00e0 une strat\u00e9gie SEA<\/a> permettant de l\u2019utiliser, en concurrence ou avec Google.<\/p>\n

Ainsi, le premier avantage est sans doute le prix pratiqu\u00e9. Les deux moteurs de recherche ne touchent pas la m\u00eame typologie de personnes, ce qui peut constituer un avantage. De plus, leur utilisation est assez similaire, ce qui peut \u00eatre un avantage.\"Bing-Ads-Certification\"<\/p>\n

Bing Ads : le moins cher<\/h2>\n

Il y a moins de personnes qui utilisent Bing Ads, le Co\u00fbt Pas Clic (CPC) est en moyenne bien moins \u00e9lev\u00e9 que sur Google. En effet, la concurrence y est environ de 56 % moins \u00e9lev\u00e9es sur Bing que sur le moteur de recherche concurrent. Ainsi obtenir une premi\u00e8re place devient plus ais\u00e9 et n\u00e9cessite un budget forc\u00e9ment moindre.<\/p>\n

Il est alors plus facile de tester l\u2019utilisation de la publicit\u00e9 digitale ou du taux de rebond que peut engendrer une landing page<\/em> en d\u00e9pensant des budgets plus faibles par rapport \u00e0 l\u2019utilisation de Google Ads. Le CPC moyen<\/strong> sur Google est entre 10 et 24 % plus cher que sur Bing.<\/p>\n

Mais la question qui doit \u00e9galement vous pr\u00e9occuper, au-del\u00e0 du prix, est la population que vous voulez et que vous allez toucher en utilisant Bing ou Google.<\/p>\n

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Pour vos campagnes Ads !<\/span><\/a><\/p>\n

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Votre cible, au c\u0153ur de votre strat\u00e9gie Ads<\/h2>\n

Les utilisateurs de Bing (et de Yahoo ! – les deux \u00e9tant li\u00e9s) sont g\u00e9n\u00e9ralement totalement diff\u00e9rents de ceux qui utilisent Google, car leurs habitudes sont diff\u00e9rentes. En effet, les utilisateurs de Bing sont g\u00e9n\u00e9ralement des personnes qui ne sont gu\u00e8re digitalis\u00e9es. Il s\u2019agit dans sa grande majorit\u00e9 des personnes de plus de 50 ans.<\/p>\n

\"combat-boxe-Google-Bing\"<\/p>\n

Wedge \u00e9tant install\u00e9 par d\u00e9faut sur les ordinateurs Windows (toujours leader dans ce domaine) et allant de pair avec lui, le moteur de recherche de Microsoft : Bing. Les recherches vont alors \u00eatre effectu\u00e9es directement sous celui qui est pr\u00e9sent. L\u2019habitude prise, il devient alors difficile de changer l\u2019habitude.<\/p>\n

Bien s\u00fbr Google Ads reste la solution incontournable, notamment du fait de sa pr\u00e9sence dans tous les pays ou pour un certain nombre de diff\u00e9rences techniques, bien que les deux syst\u00e8mes soient relativement proches.<\/p>\n

Google Ads \u2013 Bing Ads : similitudes et diff\u00e9rences<\/h2>\n

Les deux syst\u00e8mes sont comparables, notamment au niveau des interfaces si bien que lorsque l\u2019on conna\u00eet une plateforme, il est facile de se rep\u00e9rer sur l\u2019autre. De plus, Bing permet d\u2019importer les donn\u00e9es issues de Google.<\/p>\n

Malgr\u00e9 tout, quelques diff\u00e9rences demeurent. Dans Google Ads<\/strong>, l\u2019annonce doit \u00eatre \u00e9crite sur 2 lignes<\/strong> (de 35 caract\u00e8res chacune).\u00a0 Sous Bing<\/strong> la description se fait sur une seule ligne<\/strong> (71 caract\u00e8res) pouvant faciliter la r\u00e9daction de l\u2019annonce.<\/p>\n

La plus grosse diff\u00e9rence concerne sans doute le traitement des mots-cl\u00e9s n\u00e9gatifs. En effet, dans Google, ils sont \u00e0 correspondance large. Si vous y rentrez le mot \u00ab toilette \u00bb, votre annonce n\u2019appara\u00eetra ni sur le mot \u00ab toilette \u00bb et ni sur \u00ab toilette suspendu \u00bb ou \u00ab toilette design \u00bb. A contrario, Bing a une correspondance stricte. Ainsi, en utilisant le mot-cl\u00e9 n\u00e9gatif \u00ab toilette \u00bb, vous n\u2019apparaissez pas sur ce terme. En revanche, votre annonce est visible sur \u00ab toilette suspendue \u00bb, par exemple.<\/p>\n

\"Adwords-Google\"<\/p>\n

Il est ainsi possible d\u2019utiliser Google Ads seul, contrairement \u00e0 Bing (\u00e0 moins que vous souhaitiez y effectuer des tests). Bing \/ Yahoo ! est une solution pour diversifier les personnes qui visitent votre site (avec un faible budget). Elle vous permettra de vous positionner l\u00e0 o\u00f9 vos concurrents ne sont peut-\u00eatre pas. Bing \/ Yahoo ! Peut donc \u00eatre un excellent compl\u00e9ment \u00e0 Google.<\/p>\n

\n

Si vous souhaitez mettre en place une campagne SEA (Search Engine Ads)<\/a>, Richard Bulan<\/a> est \u00e0 votre \u00e9coute. Nous saurons vous apporter toutes les informations que vous jugeriez n\u00e9cessaire. Notre but : vous permettre de faire un choix \u00e9clair\u00e9 (en SEA, mais \u00e9galement en SEO<\/a>, cr\u00e9ation de site\u2026).<\/p>\n

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Contactez-nous !<\/span><\/a><\/p>\n

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Pourquoi diable un tel article lorsque l\u2019on sait que Google est le moteur de recherche n\u00b01 en France et que Bing ne repr\u00e9sente qu\u2019\u00e0 peine 10 % du march\u00e9 dans l\u2019hexagone ? Malgr\u00e9 tout, le moteur de recherche de Microsoft dispose de certains atouts qui fait que l\u2019on peut (voire doit) r\u00e9fl\u00e9chir \u00e0 une strat\u00e9gie […]<\/p>\n","protected":false},"author":1,"featured_media":159,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_mbp_gutenberg_autopost":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2479,3],"tags":[81,83,80,669,673,37,671,663,667,665,82,675],"class_list":["post-157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-acquisition-visibilite","category-francais","tag-ads","tag-bing-ads","tag-google-ads","tag-google-adwords","tag-keywords-sea","tag-marketing","tag-mots-cles-sea","tag-publicite-digitale","tag-publicite-google","tag-publicite-sur-les-moteurs-de-recherche","tag-sea","tag-search-engine-ads"],"yoast_head":"\nBing Ads VS Google Ads : le match | Growth & Logos<\/title>\n<meta name=\"description\" content=\"Le combat oppose deux adversaires : Bing Ads, le challenger d'un c\u00f4t\u00e9 et de l'autre le champion en titre Google Ads... 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