Microsoft Ads, formerly known as Bing Ads, is a sometimes underrated advertising platform that offers a number of unique benefits for businesses of all sizes and industries. While Google Ads is the dominant player in the search engine advertising market, Microsoft Ads offers a number of advantages that make it a valuable addition to any digital marketing strategy.
Many businesses we talk with are quick to dismiss Microsoft and focus on just the sheer volume Google has without considering some of the platform’s unique benefits.
Market Share
Bing is the second largest search engine in the world, with a market share of around 8%. While this may seem small compared to Google’s massive market share of around 92%, it still represents a significant portion of the online population. Additionally, Bing powers the search results for a number of other popular websites, such as Yahoo and AOL, which means that your ads will be seen by even more people.
Targeting
The platform allows you to target users based on a wide range of demographic and behavioural data, including age, gender, location, and interests. This allows you to reach your ideal audience effectively, which can lead to higher conversion rates and ROI.
Industries
Microsoft Ads also has a strong presence in certain industries, such as e-commerce, finance, travel and some of the older industries such as insurance and freight where a user’s computer is more likely to be defaulted to Windows and Bing.
According to a study by Merkle, Bing Ads accounted for a larger share of e-commerce search ad spend than Google Ads in the U.S. This is likely due to the fact that Bing has a larger share of the older demographic, which tends to be more likely to make online purchases.
Integration
Another advantage of Microsoft Ads is its integration with other Microsoft products. The platform can be easily integrated with other Microsoft tools, such as Excel and Power BI, which allows you to easily track and analyse your campaign performance. Additionally, Microsoft Ads can be integrated with the Microsoft Audience Network, which expands the reach of your ads to other websites and apps, giving you even more opportunities to reach your target audience.
Summary
In conclusion, Microsoft Ads offers a number of unique benefits for businesses of all sizes and industries. Its reach, targeting capabilities, strong presence in certain industries, and integration with other Microsoft products make it a valuable addition to any paid advertising strategy.
While Google Ads may be the dominant player in the search engine advertising market, Microsoft Ads offers a number of advantages that make it a worthwhile consideration for any business looking to expand their online presence.
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