Two search engine giants, Google and Bing, have been dominating the web advertisement world. Facebook, the uncrowned king of social media platforms, follows them closely behind.
Google had a total market share of 91.7% in January 2010 and its market share, as of January 2019, was a staggering 89.9%. Bing had a market share of 3.5% in January 2010, rising to 3.99% in January 2019. Among social media platforms, Facebook leads with 65.88% of the market share  .
Google Adwords offers a search-engine driven marketing platform, allowing advertisers to target their customers by means of showing advertisements on the basis of a keyword search. Internet Explorer has Bing as the default search engine, which facilitates connecting users and advertisements on the browser. Facebook allows its advertisers to utilize data based on demographics, location, psychographics, and the interests of its users.
Google, Bing, and Facebook have their own share of regular users; each uses a different strategy of advertising. Therefore, a clear winner is difficult to ascertain.
The specialty of Facebook ads lies in its efficacy to create brand awareness as well as in its ability to launch a new product to unknown audiences. With over one billion active users every day, Facebook’s reach in terms of regularly engaging audiences with the latest advertising content is unmatched over social media platforms.
Google Adwords, on the other hand, takes a different approach to the target, re-target, and engage new and existing potential customers. A number of recent studies, in fact, have shown that Facebook ads often lead to a transition to Google searches. Once customers see Facebook ads, they might want to explore more about it over a Google or Bing search to perform a little more research. Statistically, Google dominates search engine volumes with around 3.5 billion searches each day .
There are abundant examples today which suggest that the companies that have utilized Facebook, Google, or Bing for advertising their products have achieved excellent results.
Facebook is, without a doubt, the top choice for B2C advertising with its reach and retention capabilities, with dominating the marketing share on the social media end . Presently, Google searches have started to 'decide' the advertisements that are shown to users. Bing ads, on the other hand, provide comprehensive content and leave a longer impact on the minds of audiences, which can be proven by the fact that the Click-Through-Rate (CTC) of Bing ads was 34% higher than Google Adwords .
Each option comes with its own benefits and helps various businesses around the world.
Rather than opting for a single option, companies can use the ad-space in each of these platforms, by focusing on the strong suits of each of the platforms for a superlative outreach.