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  • Writer's pictureRan Nir

The Power of Bing: How Microsoft Advertising Fits into Your Overall Marketing Strategy

The Power of Bing: How Microsoft Advertising Fits into Your Overall Marketing Strategy

In today's competitive digital landscape, diversifying your advertising platforms is not just beneficial—it's essential. While Google Ads often takes the lion's share of attention, Microsoft Advertising offers a plethora of untapped opportunities for businesses to thrive. But how exactly does Microsoft Advertising fit into your overarching marketing strategy? In this comprehensive guide, we'll dissect the power of Bing and delve into how Microsoft Advertising can complement your existing marketing efforts. This is crucial reading for any business looking to elevate its digital presence, and for further insights, you may also explore our comprehensive guide on Microsoft Advertising Management.

What is Microsoft Advertising and How Does It Work?

Formerly known as Bing Ads, Microsoft Advertising is Microsoft's answer to Google Ads. It allows you to place advertisements not just on Bing, but also on other Microsoft-owned platforms, such as MSN and Yahoo. Microsoft Advertising goes beyond merely mimicking the features of Google Ads; it offers unique targeting and integration options, which we will discuss later.

Benefits of Using Microsoft Advertising

Understanding the advantages of Microsoft Advertising is the first step in leveraging its full potential. Below are some of the key benefits:

Increased Online Visibility

Microsoft Advertising grants you access to over 100 million unique users, a statistic often overlooked by marketers preoccupied with Google. This access includes a burgeoning mobile audience that can be essential for businesses targeting younger demographics.

Lower Cost-Per-Click

Microsoft Advertising generally offers a lower Cost-Per-Click (CPC) compared to Google Ads. Lower CPC means you can generate higher ROI at a fraction of the budget, making it a cost-effective alternative or supplement to Google Ads.

More Targeting Options

This platform provides a multitude of targeting options, from location and language to device and demographic specifics. It offers granular control to reach the audience that matters most to your business.

Integration with Microsoft Products

The Microsoft ecosystem allows for seamless integration between its advertising platform and other Microsoft products. This is an invaluable asset for companies already invested in Microsoft's suite of products and services.

Less Competition for Keywords

Because fewer businesses utilise Microsoft Advertising, there's often less competition for the same high-value keywords that are expensive on Google Ads. This provides a strategic advantage in bidding and keyword strategy. For an in-depth look at this benefit, check our dedicated post on Microsoft Advertising: How Significant Is It and Is It Worth Your Time.

How Microsoft Advertising Complements Other Marketing Channels

In the realm of digital marketing, synergy between different channels can often lead to exponential growth. Microsoft Advertising is no exception; it can amplify your efforts across various platforms:

Search Engine Optimisation (SEO)

Paid ads through Microsoft can complement your SEO efforts by providing immediate visibility while your organic search strategy gains traction.

Social Media

Leveraging audience data from social media can inform your Microsoft Advertising targeting strategy, creating a cohesive user experience across platforms.

Email Marketing

Integrating user data from email campaigns with Microsoft Advertising can offer valuable insights into user behaviour, further refining your advertising strategy.

Types of Microsoft Advertising Campaigns

The platform offers a rich set of campaign types, each designed for specific marketing objectives:

  • App Install Ads

  • Expanded Text Ads

  • Dynamic Search Ads

  • Microsoft Advertising in Bing Smart Search

  • Microsoft Audience Ads

  • Multimedia Ads

  • Product Ads

  • Responsive Search Ads

  • Vertical Ads

Different Bidding Strategies in Microsoft Advertising

Optimising your campaigns involves selecting the appropriate bidding strategy:

  • Enhanced CPC: Useful for Search and Shopping campaigns.

  • Manual CPC: Best for Audience targeting.

  • Max Clicks: Suited for Search and Shopping campaigns focusing on visibility.

  • Max Conversions: Ideal for performance-driven Search and Shopping campaigns.

  • Performance Max: A smart strategy for Shopping campaigns.

  • Target CPA: Cost-Per-Acquisition targeting for Search campaigns.

  • Target ROAS: Return-On-Ad-Spend targeting for Search and Shopping campaigns.

Understanding the nuances of each can significantly impact your campaign's performance.

Latest Trends in Microsoft Advertising

Staying abreast of the latest trends in Microsoft Advertising is vital for maintaining a competitive edge:

  • Consumer Trend of Shopping for Offers: Consumers are increasingly looking for deals and promotions, making the ad types and bidding strategies you choose even more critical.

  • Visual and Immersive Experiences: With consumers craving more interactive experiences, Microsoft Advertising is leaning into more visually engaging ad formats.

  • Multi-Function and Creator Tools: Microsoft is investing in tools that streamline the ad creation process, saving time and boosting creativity.


Microsoft Advertising offers a wealth of opportunities for businesses to expand their digital footprint. Its unique benefits, compatibility with other marketing channels, and versatile campaign types make it an indispensable tool in your marketing arsenal. For further insights and a deeper dive into optimising your Microsoft Advertising efforts, our ultimate digital marketing audit checklist can serve as a valuable resource.

By integrating Microsoft Advertising into your comprehensive marketing strategy, not only do you diversify your advertising avenues, but you also leverage a powerful platform with a distinct set of advantages.



What Exactly is Microsoft Advertising?

Microsoft Advertising, previously known as Bing Ads, is an online advertising platform from Microsoft. Unlike being restricted to Bing, it extends to other Microsoft properties such as MSN and Yahoo. This service does more than just replicate Google Ads features; it has its own unique targeting and integration functionalities.

Why Should One Consider Using Microsoft Advertising?

There are multiple compelling reasons to integrate Microsoft Advertising into your marketing efforts. Notably, it offers greater online visibility with over 100 million unique users, cost-effective CPC rates, a plethora of targeting options, easy integration with other Microsoft services, and reduced competition for high-value keywords.

Can Microsoft Advertising Work in Synergy with Other Marketing Channels?

Absolutely. Microsoft Advertising can enhance your marketing campaigns across other channels like SEO, social media, and email marketing. For instance, paid ads on Microsoft Advertising can give you immediate exposure to augment your long-term SEO strategies.

What Types of Campaigns Does Microsoft Advertising Support?

The platform has a diverse range of campaign options to suit various marketing goals, including App Install Ads, Expanded Text Ads, Dynamic Search Ads, Microsoft Audience Ads, Multimedia Ads, Product Ads, Responsive Search Ads, and Vertical Ads.

What Are the Recent Trends in Microsoft Advertising?

Current trends show consumers looking for offers and promotions, a shift towards visually immersive ad experiences, and the introduction of multi-functional tools for streamlined ad creation.

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