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The importance of Microsoft Advertising (also known as Bing Advertising, Bing Ads, or Microsoft Ads) is usually best understood by those who use it. Indeed, Google Ads’ popularity isn’t to be trifled with, the search engine is massive and generates a whopping 3.5 billion searches a day. However, as we’ve learned many times before, more isn’t always what we’re looking for. Sometimes, more is just more; quality not guaranteed.
What is perceived as a weakness for Bing Ads is quite possibly its strength as it offers advertisers the ability to reach a more educated group of people with more buying power. Moreover, the search engine dominates 36% of the US desktop market with “126 million unique US users performing 6 billion searches on the Bing Network in March 2019, according to ComScore data.”
At White Shark Media, our strategists make it a point to walk our partners through the importance of thoughtful positioning within their industries. Undoubtedly, Microsoft is one of the tools that our team leverages for poignant campaigns to a client’s ideal audience.
Microsoft Ads Help You Reach Customers That Are Not On Google
Microsoft Advertising Has Lower Competition Than Google Ads
The Microsoft Ads platform helps businesses reach users that are interested in their products. The smaller network is less saturated and has lower competition than Google Ads.
Strategists are able to use the many targeting features at a lower cost to showcase their businesses on this platform.
Our clients experience a lower CPA, higher CTR, and revenue on Microsoft than their Google AdWords counterparts. Below are some examples of how Microsoft Advertising has benefited our clients across various industries:
Bing Users Have a Higher Purchasing Power
Bing Ads allows businesses to reach an older and more educated audience, which translates into a higher purchasing power. Approximately, one-third of the Bing Network has a household income of $100,000+ and nearly half of the network has a household income of $75,000 or more:
AdWords users tend to be younger than Bing users. This is why it’s important to review your target audiences with strategists. Leveraging the different networks can make a difference for companies.
Bing Advertising Offers Unique Targeting Options
Aside from the positive points, we’ve already mentioned, Microsoft Advertising allows advertisers to reach their ideal customers with a helpful set of features. These include:
- Linkedin Profile Targeting
- Form Extensions
- CTA Extensions
- A higher control through Syndicated Search Partners and location bid adjustments at the ad group level
Microsoft Ads Beats Google Ads in the Voice Search Market
By the end of this year, 50% of all searches across the internet are expected to be voice-based. The use of smart speakers is said to increase to 55% by 2022.
Of active users, 55% of teenagers are using voice search daily. This is important because, in the next few years, many will become your ideal buyers.
Powered by Microsoft, the Echo Dot is the best selling product on Amazon with 10% of market penetration in US homes. Followers include Google (4% home market penetration), Cortana (2%), and Apple’s HomePod is lagging mainly because of its high price.
Conclusion
Overlooking Microsoft Advertising is a mistake that is not afforded by many these days. As digital strategists, we recommend the Bing Advertising platform so our partners reach an audience that is not available on Google Ads at a cost-effective price.
To learn more about the benefits of Microsoft Ads for your business, reach out to one of our strategic account managers or sign up for our blog today!
