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  • Writer's pictureRan Nir

Microsoft Advertising - How Significant Is It and Is It Worth Your Time?

Updated: Jul 23, 2023


Microsoft Advertising -  Is It Worth Your Time


Within the realm of digital marketing, Google Ads has traditionally commanded significant attention and dominance, thanks to its expansive reach and market share. However, it is essential not to overlook another formidable player in the field - Microsoft Advertising, previously recognised as Bing Ads. In this comprehensive article, we embark on a journey into the realm of Microsoft Advertising. We explore its market share in the UK, elucidate the precise locations where your ads will be displayed, conduct a comparative analysis of its cost in relation to Google Ads, shed light on the type of customer base that actively engages with Microsoft web properties, and provide valuable insights into the advantages of partnering with Conversion Counts as your trusted Microsoft Advertising partner. By the conclusion of this enlightening discourse, you will possess a clear and informed perspective on why incorporating Microsoft Advertising into your digital marketing strategy holds substantial merit and warrants serious consideration.


Bing Market Share in the UK


While Google undeniably reigns as the preeminent global search engine giant, Bing, Microsoft's search engine, has emerged as a formidable player, amassing a noteworthy market share in the UK. Recent statistics reveal that Bing commands approximately 14% of the search engine market share in the UK, positioning it as the second-largest search engine in the country. This significant presence underscores Bing's growing prominence and highlights the opportunities it presents for businesses seeking to expand their reach and engage with a substantial user base within the UK market. This significant presence indicates a sizeable audience that businesses can reach through Microsoft Advertising.


Where Does Microsoft Advertising Show?


When you advertise on Microsoft Advertising, your ads have the potential to reach a wide range of online platforms. Microsoft Advertising displays ads not only on Bing search results pages but also on Microsoft-owned properties like MSN, Outlook and the Edge browser. Additionally, Microsoft Advertising has partnerships with AOL and Yahoo, further expanding the reach of your ads across their respective networks. This broad network allows you to connect with a diverse audience across different digital touchpoints, ensuring maximum visibility and engagement.


How Does Cost Compare to Google Ads?


A notable advantage of Microsoft Advertising lies in its propensity to provide a cost-effective alternative when compared to Google Ads. This advantage stems from the relatively lower competition on the Microsoft Advertising platform, which can potentially lead to a lower cost-per-click (CPC) for your advertisements. By leveraging this cost advantage, businesses have the opportunity to optimise their advertising budget, stretching it further to drive increased traffic and potential conversions at a reduced expense. This heightened cost-effectiveness holds particular significance for small and medium-sized enterprises aiming to maximise the value derived from their advertising investments.


The Type of Customer that Uses Microsoft Web Properties


When advertising on Microsoft Advertising, your ads are primarily displayed to users who actively engage with Microsoft web properties, such as Bing, AOL, Yahoo and MSN. These users often exhibit distinct characteristics and preferences, which can be valuable insights for targeting your ads effectively. Research studies have consistently revealed that Bing users typically fall into the slightly older age bracket, exhibit higher income levels, and possess greater disposable income compared to the average internet user. If your target audience aligns with these distinctive demographics, advertising on Microsoft web properties can yield notable advantages for your business. By leveraging this platform, you gain a valuable opportunity to connect with a more affluent customer base, enabling you to establish meaningful connections and cultivate relationships with individuals who possess greater purchasing power. This strategic alignment with the demographics of Bing users can prove particularly beneficial for businesses seeking to tap into a more financially prosperous market segment.


Integration with Google Ads and Meta Ads


In the contemporary digital landscape, a comprehensive and effective digital marketing strategy necessitates the adept utilization of multiple platforms. Microsoft Advertising emerges as a complementary component alongside Google Ads and other prominent advertising channels, presenting an invaluable opportunity to augment your reach and establish connections with a diverse array of users. By integrating Microsoft Advertising into your overall marketing approach, you unlock an additional avenue for expanding your brand's presence, engaging with a wider audience, and achieving enhanced campaign effectiveness through a multifaceted and well-rounded digital marketing strategy. By combining Microsoft Advertising with other platforms, such as Google Ads and Meta Ads, you can create a holistic marketing approach that maximises your online visibility and potential customer engagement. This integrated strategy allows you to cover a wider spectrum of search engine users and increase your chances of capturing qualified leads and driving conversions.


Furthermore, the ability to import campaigns from Google Ads to Microsoft Advertising provides a seamless transition for advertisers looking to expand their reach across platforms. With this feature, you can easily import your existing Google Ads campaigns, including keywords, ad groups and ads, into Microsoft Advertising. The same option is available for importing Meta (Facebook) ads to Microsoft Advertising, but the nature of Meta Ads makes this feature redundant for most e-commerce sites.


Unlock the Power of Keyword-Level Data with Microsoft Ads


When it comes to harnessing the full potential of your advertising campaigns, having access to detailed insights and keyword data is crucial. Microsoft Ads provides advertisers with comprehensive keyword-level data. Unlike Google Ads (showing only search terms that reach a volume threshold), Microsoft Ads ensures that no crucial information is omitted or hidden from view.


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Microsoft Advertising, with its notable market share in the UK, broad network of display opportunities, cost-effectiveness and access to a specific customer base, proves to be a valuable addition to your digital marketing strategy. By incorporating Microsoft Advertising alongside Google Ads and other advertising channels, you can expand your reach, increase visibility and capture a diverse range of potential customers. With Conversion Counts as your trusted partner, you can navigate the intricacies of Microsoft Advertising with confidence, ensuring optimised campaigns and achieving your digital marketing goals. Embrace the power of Microsoft Advertising and unlock new avenues for growth in the online landscape.


FAQ


What is Bing's market share in the UK?


Bing, Microsoft's search engine, holds around 14% of the search engine market share in the UK, making it the second-largest search engine in the country.


Where does Microsoft Advertising display ads?


Microsoft Advertising displays ads not only on Bing search results pages but also on Microsoft-owned properties like MSN, Outlook and the Edge browser. It also has partnerships with AOL and Yahoo, which further expands the reach of your ads across their respective networks.


How does the cost of Microsoft Advertising compare to Google Ads?


Microsoft Advertising often offers a more cost-effective option compared to Google Ads. Due to lower competition on the platform, you can potentially achieve a lower cost-per-click (CPC) for your ads, allowing you to stretch your advertising budget further.


What type of customer typically uses Microsoft web properties?


Users who engage with Microsoft web properties, such as Bing, AOL, Yahoo and MSN, often exhibit distinct characteristics and preferences. Studies show that these users tend to be slightly older, have higher incomes, and possess more disposable income compared to the average internet user.


What is the benefit of Microsoft Ads' keyword-level data?


Microsoft Ads provides advertisers with comprehensive keyword-level data. Unlike Google Ads, which only shows search terms that reach a volume threshold, Microsoft Ads ensures that no crucial information is omitted or hidden from view.


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