Leveraging Microsoft Ads (and Why SEO and Advertising on Bing Matter)
When crafting a digital marketing strategy, utilizing PPC is an essential part of the marketing funnel. Google Search Ads are a great way to create brand awareness, drive traffic to your website, and reach your target audience. However, if you aren’t running on Microsoft Ads you could be missing out on low-cost clicks from your target audience.
Did you know that voice search mostly pulls from Bing, not Google? Microsoft allows you to reach a variety of platforms that your target audience is already utilizing.
Advertising on Bing is a common blind spot, but it’s an easy way to boost your visibility in places where you have no current presence.
Microsoft Ads vs. Google Ads: What You Need to Know About How to Advertise on Bing
Microsoft holds less (around 25%) of search queries, but due to recent changes, combining AOL and Yahoo into a singular search engine, that could increase by as much as 15%. Microsoft’s lower traffic rate also means it has 30% less ad competition, so CPC will be lower on Microsoft Ads than it would be on Google Ads.
Microsoft has also added a huge time-saving factor to their platform – existing Google Ads campaigns can be imported into the Microsoft Ads platform, so with little effort your business can be up and running in Microsoft.
While this can make your setup simple, we would recommend optimizing Google campaigns and Microsoft campaigns as separate entities wherever possible. What works for one search engine might not be what works for another (like optimizing for voice search on Microsoft with long-tail keywords).