Setting the Stage: A Comparative Look at Bing and Google Ads (2018)
In 2018, a new battleground emerged for marketers in Norway targeting US audiences through paid digital advertising: Microsoft Bing vs Google Ads. While Google dominates global search traffic, don't discount Bing’s role — especially if you're looking to break into less saturated market niches or want competitive cost efficiency. Both platforms had evolved to offer unique opportunities to advertisers across industries, from retail startups to established B2B firms. For Norwegians navigating the complexities of international marketing, understanding the nuanced performance differences in 2018 gives valuable insight into platform selection.Bingo (no pun intended), the competition between these two search networks has been intensifying over the past decade. But here's the twist — Bing isn’t just about playing catch-up; there’s more than meets the eye when considering which service delivers real value and higher ROI. Let’s delve deeper without bias.
Quick Snapshot Table Comparing Key Performance Indicators
| Metric | Google Ads | Bing Ads |
|---|---|---|
| Market Share | ~76% | ~9% |
| Average CPC | $0.45 – $1.00 | $0.20 – $0.50 |
| Avg. Conversion Rate | 3.50% (Display), 2.50% (Search) | 4.66% |
| Impression Share | 58% | 12% |
| Ease of Learning (out of 10) | 7.5 | 9.0 |
| Total Reach (US Only) | 180 Million Monthly Searchers | 95 Million Monthly Searchers |
Dominance on Display: Why Google Remained King of Clicks in 2018
Let’s begin with the reigning heavyweight champion — Google. With nearly **8 in 10 searches handled through Google’s ecosystem** globally (and even more within the US itself), it’s impossible to downplay the significance of its advertising network. In early 2018, over $4.8 billion was spent on Google Ads by brands worldwide every single month, illustrating not only preference, but trust. But dominance shouldn’t always translate directly to superiority — particularly when budgets and margins are tight.- In-depth Remarketing Tools: From dynamic remarketing banners to audience lists.
- Premium Inventory Reach: Expansive reach through the YouTube ecosystem and Gmail Ads made video-based campaigns feasible for SMEs in Norway expanding into the American marketplace.
Note: This is crucial for branding and long-cycle B2B strategies - Broad Audience Insights & Forecast Modeling: Marketers loved that predictive data modeling was becoming easier to use through integrated machine-learning tools like Google Smart bidding.
- Stronger brand integration meant Norwegian exporters found smoother ways to sync Google Merchant Center and campaign feeds across product listing advertisements (PLAs).
Hidden Gem Alert: Bing Emerges Stronger Than Expected
For advertisers based in Norway looking to test their products or services in the US market with limited risk, here’s some news you should hear: **bing isn’t “just" Google 2.0, and 2018 may have actually represented a breakthrough**. While many still think of Microsoft merely as “a relic from Windows' glory days," they might want to rethink that notion:- Bing saw a 3.2 million growth in unique monthly active US searchers during Q1–Q2 alone.
- In certain sectors like travel and e-commerce, **CTR on Bing increased significantly compared to prior year averages**, suggesting users are engaging better.
- Lower average CPC means Norwegian companies entering U.S. territory could afford more frequent experimentation without draining resources prematurely.
The numbers tell an encouraging story, especially to newcomers who are cautious about diving too quickly into highly expensive environments like Google's top auctions for competitive keywords such as 'car insurance', 'debt consolidation', and 'SEO services'.
CPC Realism Meets Competitive Budgeting: Which Favored Small-Scale Ad Spenders?
If your aim as a marketer from Norway is not to conquer Manhattan in 90 days, but build a consistent and reliable lead stream in select U.S states, this part may be where things swing decisively away from one platform to another. Let’s consider the costs — and the trade-offs that came along in 2018 when choosing a budget-friendly solution:| Performance Metric | Typical Cost on Google Ads | Typical Cost on Bing |
|---|---|---|
| High-intent search phrase (“credit report," “home security system review" etc.) bids | $0.75 – $4.80 (often capped at ~top 3 positions) | $0.18 – $0.98 (competitive bid range offers much broader access) |
| Average daily spend needed for top position (in high-cost industries) | $70+ /Day | $15-30/day |
| Email-driven conversion goal per thousand clicks (~CVR 2%) | $38/lead | $12/lead |
| Remarketing via standard list segment size (based on 5k website visitors) | Premium retargeter fees apply, approx ~ $39/month for setup & optimization | Built-in remarketing features + lower base charges (under free-tier usage limit) — ideal for bootstrapped advertisers. |
- Tip: If using multiple devices is part of testing strategy (such as tracking ads both on PCs and mobile apps via UAC expansion), consider starting campaigns separately — split between desktop-only on Bing Ads and responsive extensions for Google Mobile-first index.
User Behavior Patterns: Understanding Intent Variability Between US Users on Both Platforms
Did you realize that U.S consumers on Bing skew slightly older than those who regularly choose Google? That difference may sound trivial, but let me put things into perspective. Based on Nielsen data and anonymized user demographics reports published at the time:- The typical Google user leans toward being millennial-heavy, often engaged through mobile-first behaviors — think quick decisions on Amazon or Yelp.
- Bing, however, attracts a higher proportion of Baby Boomers (those in their late 50s upwards) with stronger loyalty traits tied to long-term subscriptions, including MS Office users tied into Office Online and Azure cloud ecosystems through their professional workflows. This suggests deeper trust relationships formed gradually over time versus click-through rate chases common on Google.
"If your value lies in building long-lasting customer relationships with mature demographics seeking durable solutions," said Kristine Vang, a senior strategist working with transatlantic ad operations for Scandinavian fintech firms in 2018, "then the demographic shift you see between platform preferences becomes your golden ticket." And she isn’t exaggerating!The bottom line?
If intent mapping aligns closely with life-long purchase habits over fleeting trends, Bing might give better engagement and fewer distractions from impulse shoppers or short-funnel behavior typically dominant on Google.
→ Use tools like Bing Webmaster Central to understand device breakdown and tailor content accordingly!
→ Use tools like Bing Webmaster Central to understand device breakdown and tailor content accordingly!
The Ultimate Tie Breaker: ROI Comparison, Final Metrics That Decide Everything
Okay — here's where everything converges. After all that technical analysis and audience behavior profiling, we circle back around to the key metric no advertiser can safely neglect...
Does your ad investment translate into profitable results faster on Bing... or does sticking with Google justify itself despite inflated price points?
According to industry reports from AdRoll and internal data audits shared confidentially with European publishers, here’s a rough estimation:| Platform Name | Avg. Cost per Click ($) | # of Visitors Required To Create $50 Gross Sales (Assuming Low-to-Mid CVR Range) | Total Ad Spend for Desired Revenue Target ($2K Net) |
|---|---|---|---|
| Google AdWords | $0.75+ | ~650+ | At least $550 in Ad Dollars |
| Bing Ads Network 🎉🎉🎉 | $0.35 | ~340 |
➥ Takeaway Point:
If your goal involves scaling sales in a measured fashion—not gambling with uncertain metrics—Bing's affordability curve allows greater room for testing creative variations, landing page improvements, or keyword expansions before running dangerously close to breaking point financially.
Your Checklist to Success Across These Giant Ecosystems
- Never default automatically to Google — explore how Bing could serve low-to-mid volume niches better without draining capital upfront.
- Opt for smart bidding initially only on Google if dealing with large SKU databases (i.e. retail e-comm stores) — Bing favors rule-based automated systems with manual intervention flexibility retained.
- Analyze intent alignment of your product/service against the user base: Is your target demographic more present and predictable on Google? Then stay focused there.
- Treat your initial launch differently across both platforms:
-
(See example approach in bullet below ▾)
- Launch branded awareness on YouTube and Google Discover for young buyers,
- Test niche demand via Yahoo Gemini (via Bing Partner network integration)
So Who Was Better for US-Based Norwegian Marketers: Bing or Google?
Here's the honest verdict — neither platform was outright superior, because success boils down to your individual needs. For fast-growth goals supported by solid backing and scalable infrastructure, GOOGLE remains unmatched. Especially with automation enhancements rolling out throughout late spring into Q3 in 2018, its machine learning optimizations started gaining major traction — offering advanced predictive analytics tools that were difficult for any self-respecting startup team to resist integrating fully. On the flip side, 👉 For emerging brands looking to build steady revenue streams in under-serviced American cities — particularly in the non-tech sector—we confidently endorse exploring Bing’s platform aggressively in your paid marketing mix It's not a race to beat everyone — it’s about positioning wisely and maximizing each dollar earned.Bottom-line conclusion for Norwegian advertisers stepping into US market promotion during late-2018:
Despite its modest search share and lackluster reputation among mainstream advertisers then, Bing showed strong signals for businesses that wanted controlled scale without spiraling into unpredictable CPA territories associated commonly with broad-match keyword approaches on Google. Whether launching financial services, local plumbing services, or niche lifestyle goods — you had more breathing space on Bing, more opportunity, and — perhaps most surprisingly — an improving quality of user engagements that deserved attention. You would miss out not exploring that possibility fully.
Despite its modest search share and lackluster reputation among mainstream advertisers then, Bing showed strong signals for businesses that wanted controlled scale without spiraling into unpredictable CPA territories associated commonly with broad-match keyword approaches on Google. Whether launching financial services, local plumbing services, or niche lifestyle goods — you had more breathing space on Bing, more opportunity, and — perhaps most surprisingly — an improving quality of user engagements that deserved attention. You would miss out not exploring that possibility fully.
*All statistics compiled reflect publicly reported benchmarks and case studies from 2018. Individual ad experiences will differ. Please consult current ad policy and audience behavior patterns before deploying fresh media spend plans in 2025 onward.