Bitly vs. Goo.gl
Bitly – Pros & Cons
Pro – If you create a free Bitly.com account you can customize your shortened URLs so that they spell words or at least have initials and numbers that are related to an event.
Con – A few years ago Bitly removed the option to create QR codes while also shortening URLs. So if you need a QR code to go with your shortened URL, you might want to try Goo.gl.
Goo.gl – Pros & Cons
Pro – Goo.gl is available in your Google Account. You can create shortened URLs and QR codes at the same time in Goo.gl.
Con – Goo.gl doesn’t let you customize the shortened URL that is generated for you. You’re stuck with the randomly generated characters that are given to you.
more on link shorteners in this IMS blog