Advertising On Microsoft (Bing) Ads: A Comprehensive Guide (2024)
April 1, 2024
Want to raise brand awareness and entice customers to buy from your business? Promoting your products and services in the search engines is a fantastic option that can lead to significant conversions when done right. We’ve all heard of Google Ads and the benefits it can bring, but there is an alternative pay-per-click (PPC) option available… Microsoft Ads. Let us show you what Microsoft Ads can do!
What are Microsoft Ads?
Microsoft Ads is Microsoft’s equivalent to Google Ads. With it, you can advertise directly on Bing, as well as through Microsoft’s partner websites – we’ll talk about these in more detail later.
You may also hear it referred to as Microsoft Advertising or Bing Ads.
What are the benefits of Microsoft Ads over Google Ads?
According to Statista, more people use Google than they do Bing – Google’s market share is a staggering 91.47% compared to Bing’s 2.79%!
However, despite Google Ads being more popular, Microsoft Ads still has a lot of benefits going for it. Let’s take a look.
1. It offers a lower cost-per-click
Fewer businesses use Microsoft Ads than Google Ads. As a result, advertising there is a lot more affordable.
The average cost-per-click (CPC) on Google Ads is $4.22, while it’s $1.54 on Microsoft Ads. Although, of course, your CPC will depend on your industry and the specific keywords you target.
2. You can take advantage of different platforms
When you use Google Ads, your ads only appear on Google.
However, Microsoft Ads doesn’t just show your adverts on Bing, but on Yahoo, MSN, and AOL too! This is because Microsoft owns all of these platforms.
Here’s an example of a local search ad on Yahoo.
Another bonus? Search ads are eligible to feature on Bing Smart Search – this means your ads can appear across Windows 8.1 PCs and tablets.
Of course, when it comes to eyes on your ads, Google will win out every time. However, if you know that your ideal customers use alternative search engines, this can give your ad campaigns an extra boost.
3. You can reach a different demographic
Google typically doesn’t have a set target audience – people from all walks of life use it.
However, Bing skews a little differently. Users are typically older than those who use Google.
Bing users also spend more, with a third of users spending more online than average and 36% falling in the top 25% income bracket.
What does this mean for your business? If you sell luxury products or services or want to target older Millennials, Generation Xers, or Boomers, Microsoft Advertising could be a great marketing channel to use.
4. Microsoft Ads don’t say that they’re sponsored
Here’s an interesting thing about Microsoft Search Ads that’s kept on the down low. They don’t say they’re ads or that they’re sponsored.
Let’s compare and contrast – the ad above is from Google Ads, and the one below is from Bing.
Given that some people actively avoid sponsored ads in the search engines, you can use this information to your advantage to drive clicks to your site.
Contact our team for a FREE audit of your ad accounts – no strings attached
Get StartedWhat types of Microsoft Ads can I use?
The most well-known type of Microsoft Ad is the search ad – this is what pops up if you enter a search query in Bing.
However, there are lots of other different types of ads too. Here are some of our favorites.
Microsoft Shopping Ads
Shopping Ads (also known as Product Ads) allow you to showcase items from your product catalog.
They work similarly to Google Ads – you upload your products to Microsoft’s Merchant Center and set up your campaigns in Microsoft Ads.
Microsoft Display Ads
Display Ads (also known as Audience Ads) are similar to the ones Google uses. Microsoft has its display network you can serve image and video-based ads on.
As well as Bing, AOL, and Yahoo, your ads will be seen on sites including Fox Business, CBS Sports, and MSN.
How big is Microsoft’s Audience Network? Microsoft hasn’t disclosed figures, but it’s fair to say that it’s not as big as Google’s Display Network, which is over two million websites strong.
However, if you know which websites your target audience frequently visits, Microsoft could be a fantastic option.
Microsoft Multimedia Ads
Microsoft Multimedia Ads are exclusive to Bing – Google Ads doesn’t offer them. These are large visual ads that appear in the search engine results.
To ensure your ad campaign stands out, only one Microsoft Multimedia Ad is served at a time.
How hard is Microsoft Ads to learn?
The good news is that if you’re used to Google Ads, Microsoft Ads has a similar look and design. This means you can get up and running quickly.
In fact, Microsoft Ads even encourages you to import your Google Ads campaigns, ad groups, and keywords!
Even if you’re entirely new to PPC advertising, we think Microsoft Ads is easier to get your head around than Google Ads. This is because Microsoft Ads has fewer complex features, meaning there’s less there to bamboozle you!
Like Google Ads, Microsoft offers free training and certifications to help you get the most out of your Microsoft Ads campaigns.
Takeaways
Need a little help creating your Microsoft Ads? Time to call in the experts!
When considering marketing channels for your business, don’t be quick to rule Microsoft Advertising out.
It’s cost-effective, highly targeted, and has some innovative features that Google Ads doesn’t offer.
Want to optimize your existing Microsoft Ads campaign or create Bing Multimedia Ads your audience loves? We can help.
With over $20 million in managed ad spend and over ten years of experience, it’s easy to see why we’re the digital agency people trust. We’re also proud owners of the Microsoft Advertising Certified Professional Accreditation, showing extensive knowledge of the Microsoft Advertising digital advertising ecosystem.
Contact us today and take the first step towards Microsoft Ads that drive clicks and conversions for your business.
Denis shares strategic expertise and forward-thinking approaches on driving brand growth and optimizing marketing efforts, leveraging his extensive experience.