Microsoft Advertising (formerly known as Bing Ads) is a platform that powers PPC advertising across the Microsoft Search Network, which includes Bing and Yahoo.
There are many compelling reasons why digital marketers should be using Microsoft Advertising to elevate their PPC advertising. This article will highlight Croud’s five top reasons for utilising this platform within our advertising strategies.
1. Market share
The Microsoft Search Network powers one in three searches within the US, which amounts to 63 million users across the United States; therefore Microsoft Advertising can access a vast majority of the market share, unlike other advertising options. Additionally, click-share across many different markets is growing at speed. For example, Bing has 9% market share in Europe and 21% in the UK, and overall there are two billion monthly searches across Europe through Bing. This means there is great scope and opportunity for your ads to thrive on this platform.
2. Return on investment
Whilst conversion rates are increasing year-on-year for Microsoft Advertising, cost-per-acquisition is getting cheaper. This means you’re getting so much more for your money using Microsoft Advertising. Research suggests that not running your advertising on Microsoft Advertising, is equivalent to not having your business open for four months! If you’re still undecided on whether it’s worth it, search your brand term or a competitive term on Bing and you will see that someone else already does.
3. Different demographics
The consumers who are using Bing are different from the audience you’ll attract on Google, and one of the most important things to consider when creating your marketing strategies is your intended audience. It makes sense to advertise with Microsoft Advertising if you’re looking to reach an audience that varies from Google. For example, there are statistically more male users on Bing and Yahoo who average into the 45+ years age bracket, typically known as higher earners and therefore more likely to spend money. In addition to this, research suggests that consumers searching on Bing spend an average of 38% more than the average internet user.
4. Google import
Microsoft Advertising has the ability to import existing campaigns directly from Google Ads, and it mirrors a lot of features from Google Ads, such as expanded text ads, bidding strategies, shipping feeds and now it also supports ‘IF’ functions.
So with a click of the import button, you’ll be advertising across two landscapes! Additionally, Microsoft Advertising provides tools such as action extensions and review extensions, which are both features currently not available on Google.
5. There’s more to Bing than just Bing
Whilst Bing remains Microsoft’s primary default search engine across all Microsoft devices, your opportunities certainly don’t stop there. Bing also powers search on Amazon’s Kindle Fire devices and within the Microsoft Partner Network, so there are a variety of search engines in which your adverts could appear, including Yahoo, AOL, Gumtree and Ecosia to name just a few.
There is also the Microsoft Audience Network, an additional upper-funnel way to reach more high-value users across the Microsoft ecosystem through new publishers including MSN, Edge and Outlook.
These five reasons highlight the various benefits of using Microsoft Advertising in addition to or instead of the widely-used Google Ads platform. Remember it’s still the second-most widely used search engine.
To find out more about Microsoft Advertising or how our PPC services can help you, get in touch.