ADVERTISING | Google & Bing

Digital Marketing is not an art of selling a product. It is an art of making people buy the product that you sell.

– Hecate Strategy

We build effective SEM campaigns.

Search Engine Marketing, or SEM, used to refer to both SEO and paid advertising strategies. Due to algorithm changes on Google and Bing search engines, the acronym ‘SEM’ now simply refers to paid advertising on Google, Bing, and other search engines.

Google Ads is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo. Both are powerful marketing platforms that generate billions of dollars of revenue for businesses and governments every year.

Not surprisingly, both Google and Bing have developed deeply technical, complicated platforms that encompass almost every conceivable marketing facet you can imagine. In fact, these platforms are so complicated that Google developed a simple version integrated with Google Ads called Google AdWords Express, designed primarily for small businesses (we don’t recommend using this without consulting with a professional marketer – you can waste a lot of money this way).

Choose your engine.

Nine times out of ten, marketers choose Google over Bing when it comes to paid advertising. Why? Well it’s simple: the rest of the internet copies Google’s advertising strategies.

In fact, if you look at social media advertising management platforms, the metrics used to set up your ads are almost identical to those of Google. Even Bing has nearly the same metrics, with a few tweaks, of course.

However, Bing also has major advantages over Google because it’s owned by one of its fiercest competitors:


Yes, Bing is actually Yahoo!’s search engine, but since no one searches using anymore, they’ve since rebranded their search engine business in an extremely clever business move. Bing is used a lot with Android platforms and apps, and boasts exclusive programs not used by any of Google’s software.

Similar on the outside, different on the inside.

This might seem like a side-by-side comparison to make a case for Google or Bing, but really what is being presented here is a showcase of both search engines and how you can use both systems simultaneously to achieve your advertising goals.

As you can see here, both search engines are very well-built, simple, and attract the eye to what their intended purposes are:

To search for YOU.

These search engines are the entry point, and many times the catalyst, for doing business with your organization. That being said, both platforms are used by billions – BILLIONS – of people around the world, and you should take advantage of both platforms at the same time if you want the maximum amount of reach.

We’ll handle everything.

Contact us today to learn how Cassus Media can help your organization get discovered from the second users click “search” and find your advertisements on Google and/or Bing. We’re your SEM experts ready to help your business grow!

Cassus Media is a full-service marketing and media agency headquartered in Pittsburgh, PA. We have served business clients all over the world, and through our work we have been able to provide high-quality services to well-known brands.

Cassus Media LLC
201 Penn Center Blvd, Suite 400
Pittsburgh, PA 15235


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