More than 90% of all internet searches come from Google. It processes around 3.5 billion searches per day, so it isn’t surprising to see businesses and marketers overlook other advertising platforms such as Microsoft Ad.
The internet is a massive place, and believe it or not; people do search on different search engines apart from Google. These include Bing.com and other Microsoft search networks such as Yahoo.com and MSN.com. In this article, we discuss why businesses should stop overlooking Microsoft Advertising and consider investing in it.
Previously known as Bind Ads, Microsoft Ads have often been considered a low-budget option to Google Ads campaigns. Even if this is partly true, Microsoft Ads is something you shouldn’t ignore. Here are some of the reasons why you should invest in Microsoft Ads today!
1. Suitable for businesses with a limited marketing budget
Online advertising can be costly, and businesses now more than ever are having to reconsider their expenses constantly. One of the best ways to lower advertising cost and generate good results is by embracing Microsoft Ad. The expense of running ads through Microsoft Ads is lower than Google Ads (keeping in mind that ad spends is highly dependable on the industry you are operating in).
2. Less competition (Low Cost per Click)
There are a vast number of businesses advertising in Google Ads. They are bidding on similar keywords and offering similar products or services. Because of this, attracting interest and generating leads can be quite challenging.
Bing is different in a way that not a lot of business and marketers are advertising here. With Microsoft Ads, the cost per click tends to be lower, and the click-through rate higher, meaning your investment will go further.
3. Can utilise existing campaigns you have in Google Ads.
If you already have campaigns running in Google Ads, and are looking to run similar campaigns in Microsoft Ads, the implementation process will be easy. Microsoft Ad gives you an option to import your existing campaigns directly from Google and customise them however you like.
4. Target Audience with greater buying power
Advertising in Microsoft search networks means advertising to searchers with high buying power. According to Microsoft, searchers in Bing and other MS search networks tend to spend more, 71% are mature audience aged 35 and over, and have a high income of $75,000 or more.
5. Targeting options
Like Google Ads, Microsoft Advertising also offers an option to target searchers based on geographic location, languages, demographics, interests, day of the week, device, and more, in a campaign or an ad group level. This helps you maximise your ad’s exposure to customers who are more likely to be interested in your products or services.
6. Not missing out on Microsoft search networks.
More than 20% of UK desktop searches come from Microsoft Bing, which is almost 444 million monthly searches alone in the UK and 13.9 billion monthly searches worldwide that Google cannot reach. Additionally, with MS ads, you will be able to reach the audience on other Microsoft search networks including Bing.com, MSN.com, AOL.com, and Yahoo.com as well as other third-party websites owned and operated by Microsoft’s and Yahoo’s search partners.
Using both Google Ads and Microsoft Ads for optimal results
Google Ads is highly effective as it has the majority of the search market. However, Bing is also great in a way that it helps fill in any gaps in your online presence. Both Google Ads and Microsoft Ads have a unique advantage and shouldn’t necessarily be pitted against one another. In fact, rather than thinking Google Ads vs Microsoft Ad, choosing to work with both PPC platforms hand-in-hand will increase your visibility and help you grow your business further.
If you are interested in adding Google Ads or Microsoft advertising campaigns to your marketing strategy, ExtraDigital can help! Give us a call on +44 (0) 1227 68 68 98 to talk to one of our team members or fill out the form below, and we will be in contact with you soon!
Frequently Asked Questions
What is Microsoft Advertising and how does it differ from Google Ads?
Microsoft Advertising is a paid search platform that runs ads across Bing, Yahoo, DuckDuckGo, and Microsoft owned properties such as Outlook and LinkedIn placements. While it operates similarly to Google Ads, it offers access to different audience demographics and search behaviours.
Why should businesses consider Microsoft Advertising as part of a PPC strategy?
Microsoft Advertising can provide incremental reach beyond Google, often at lower cost per click. The platform is particularly effective for reaching professional, higher income, and desktop focused audiences. ExtraDigital identifies Microsoft Advertising as a valuable channel for diversifying paid search performance rather than relying on a single platform.
How does LinkedIn data influence Microsoft Advertising campaigns?
Microsoft Advertising allows advertisers to layer LinkedIn profile data such as company, industry, and job function onto search targeting. This creates opportunities for more precise B2B targeting. ExtraDigital has highlighted LinkedIn data integration as one of the platform’s strongest differentiators for business focused campaigns.
What campaign types work best on Microsoft Advertising?
Search campaigns, shopping ads, and audience based targeting often perform well, particularly when existing Google Ads campaigns are imported and refined. Microsoft Advertising is also effective for remarketing and branded search where competition is typically lower.
How should performance be measured on Microsoft Advertising?
Performance should be assessed alongside other paid search platforms rather than in isolation. Metrics such as cost efficiency, conversion quality, and assisted conversions help show the platform’s contribution. ExtraDigital positions Microsoft Advertising as a complementary channel that strengthens overall PPC performance when evaluated holistically.
