The giant that is Google has long dominated the search engine market, with its global share standing at an impressive 77.82% as of December 2016. Accounting for a huge slice of the search engine pie, it’s little surprise that Google AdWords is the go-to network for businesses eager to bolster rankings and boost their online presence.
But bigger doesn’t always mean better. And in fact, for smaller businesses, AdWords may not offer the most valuable solution. Its popularity means competition is piping hot, with big brands (and their big budgets) driving up costs and putting increased pressure on the little guys.
Your Google AdWords campaign is ticking along, but it’s possible that you could be enjoying higher traffic and more conversions through other PPC solutions. I’ll use a case in point: Bing Ads, AKA Microsoft’s answer to AdWords.