Microsoft Ads and Its Opportunities
Microsoft Ads, officially known as Microsoft Advertising and formerly called Bing Ads, is a PPC platform similar to well-known advertising systems like Google Ads or Seznam’s Sklik in the Czech Republic. In the Czech market, Bing and its partners account for approximately a 7.5% share in search, which is why many companies tend to overlook it. Most businesses invest primarily in Google ads and do not include Microsoft Ads in their marketing mix.
However, this opens up a window of opportunity for those who do not overlook Microsoft Advertising. When properly set up, it offers significant potential.
Advantages of Microsoft Ads Over Google Ads
- When setting up ads in Microsoft Advertising, your ads are not only displayed on the Bing search engine but also across Microsoft’s partners. These include search engines like Yahoo!, AOL.com, and the increasingly popular DuckDuckGo.
- The smaller number of advertisers on the platform allows for significantly lower costs per click compared to Google or Seznam. Some sources even report click prices up to a third of what they are on Google Ads.
- In addition to lower costs, you also have a better chance of having your ad appear on the first page. This leads to a higher click-through rate (CTR). Not only will your clicks be cheaper, but your ads will also be more visible, potentially bringing more visitors to your site, depending on your business segment and keywords.
- The Microsoft Advertising interface is very similar to Google’s, making it easy for both you and specialists to quickly get accustomed to the new environment.
Who are Bing Users?
The target audience is significantly broadened by the fact that Bing is the default search engine for Microsoft products, and Windows remains the dominant operating system on most computers in the Czech Republic.
Demographic data suggests that Bing users are typically between 35 and 64 years old and often have children. Additionally, one-third of Bing users reportedly have an annual income exceeding $100,000.
What Surprised Us About Microsoft Advertising?
- Microsoft Advertising offers many features familiar from Google Ads. However, there are key differences in campaign customization options. While Google increasingly limits manual optimization in favor of its machine learning and automated strategies, Microsoft Advertising still allows more manual control. This makes the system more open, allowing you, for instance, to view all search queries.
- Another noteworthy feature is its targeting in the content network. In addition to a wide range of in-market audiences and remarketing options, Microsoft Ads allows targeting LinkedIn users based on company, industry, and position. This means you could specifically target Dell employees in sales roles, for example.
- If you’re considering adding Microsoft Advertising to your strategy, chances are you already have Google Ads campaigns running. In this case, you’ll appreciate the seamless import feature, which allows you to transfer your Google Ads campaigns directly into Microsoft Ads, setting them up in the new interface within minutes.
Traffic from Bing Could Mean Potential, but Analysis is Key
Are you intrigued by the new information about Microsoft Advertising? Before diving into advertising with clients, we typically check whether they already have some organic traffic from Bing. If the numbers are significant and lead to conversions, it’s a good sign that you’ll find your target audience on this platform. We highly recommend considering the use of Microsoft Ads. As an added bonus, we can help you obtain a Microsoft Advertising Coupon to get some free credit for your first campaigns.
If you’re still unsure whether Microsoft Ads is the right channel for you after reading this, don’t hesitate to contact us at marketing@fourbros.cz. We’ll take a closer look at your business, target audience, and potential. Together, we’ll discuss whether Microsoft Advertising holds hidden opportunities for you or if other online marketing services might be a better fit.