When it comes to digital advertising, Google Ads has been the undisputed king for years, dominating the online advertising landscape. However, there’s a contender that’s gaining traction and offering advertisers a fresh perspective – Microsoft Advertising. While Google Ads continues to be a powerful platform, Microsoft Advertising brings forth its unique advantages that can significantly benefit businesses looking to expand their digital marketing efforts. In this blog post, we will explore three compelling advantages of using Microsoft Advertising over Google Ads.
- Tap Into the Underrated Bing Network
While Google undoubtedly dominates the search engine market share, we often underestimate the influence of Microsoft’s Bing search engine. With more than 12 billion monthly searches and 33% of the US desktop search market, Bing provides a significant opportunity to reach a sizeable and diverse audience that may be untapped by Google Ads. By utilizing Microsoft Advertising, you can effortlessly extend your reach to this overlooked segment, potentially increasing your visibility and driving valuable traffic to your website.
Moreover, Bing users tend to have higher disposable incomes and spend more online, making them an attractive target audience for advertisers. Microsoft Advertising allows you to leverage this advantage and tap into a demographic that might be different from those typically found on Google Ads. By diversifying your advertising channels, you can expand your customer base and drive conversions from an audience you may have missed through exclusive reliance on Google Ads.
- Cost-Effective Advertising
While the cost-per-click (CPC) on Google Ads can be quite competitive due to the platform’s popularity, Microsoft Advertising offers a cost-effective alternative for advertisers. The lower competition on Microsoft Advertising translates into reduced CPCs, enabling you to stretch your advertising budget further and potentially achieve a higher return on investment (ROI).
In addition, Microsoft Advertising provides robust targeting capabilities that help you reach your desired audience with precision. You can customize your ad campaigns based on various criteria, including demographics, location, device type, and even specific Microsoft products, such as Xbox and Microsoft Office. There’s also the added information from LinkedIn, like job function, industry, and company. This granularity empowers you to reach the right people at the right time, leading to improved ad relevance, higher click-through rates (CTRs), and, ultimately, better conversion rates.
- Native Integration With Microsoft Ecosystem
Microsoft Advertising comes with the distinct advantage of seamless integration with the Microsoft ecosystem. With a user base spanning across Windows, Office 365, Outlook, Xbox, and more, Microsoft’s vast ecosystem provides advertisers with the opportunity to target consumers across multiple touchpoints.
For example, you can leverage Microsoft Audience Ads to display your ads on premium Microsoft properties, such as MSN.com, Outlook.com, and the Microsoft Edge browser. This integration allows you to extend your reach and engage with potential customers while they are actively using Microsoft’s suite of products, enhancing the likelihood of conversions and brand exposure.
Furthermore, if you are already using Microsoft Advertising Intelligence or have an existing presence on LinkedIn, you can effortlessly sync your campaigns and data between these platforms. This cohesive integration provides valuable insights, helps streamline your marketing efforts, and simplifies cross-channel campaign management.
Leverage the Advantages of Microsoft Ads
While Google Ads continues to reign supreme in the digital advertising realm, Microsoft Advertising offers distinct advantages that should not be overlooked. By harnessing the power of the Bing network, benefiting from cost-effective advertising, and tapping into the native integration within the Microsoft ecosystem, businesses can broaden their reach, optimize their ad spend, and maximize their ROI.
As the advertising landscape evolves, it’s essential for marketers to explore alternative platforms to diversify their digital marketing strategies. Microsoft Advertising presents a compelling case for businesses looking to complement their Google Ads campaigns, providing an opportunity to tap into an untapped audience, optimize costs, and leverage the expansive Microsoft ecosystem. Consider incorporating Microsoft Advertising into your advertising strategy.
