Why use Microsoft Ads in your paid strategy

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Don’t ignore the unsung heroes! There are lots of reasons to include Microsoft Ads in your paid strategy – and great results to be had from the platform (formerly known as Bing Ads) if you know how.

Microsoft Ads is a pay-per-click (PPC) platform that enables brands to advertise their products and services on both the Bing search network and its partner networks (Yahoo! and AOL). Microsoft Ads are displayed at the top, bottom and side of the Bing search engine results page.

Although Microsoft Ads isn’t as well known as Google or Amazon Ads, it can definitely make your marketing budget work harder!

With Microsoft Ads, you can:

  • seize precise device tracking
  • target niche audiences; and
  • import ad campaigns.


Why use Microsoft Ads when Google Ads have a larger reach?

Building a multi-platform search campaign is an excellent way to optimize your overall marketing strategy. 

Microsoft Ads function similarly to Google Ads – marketers bid on specific keywords they predict will drive the right traffic to the right destination for the right price. 

Google is the most popular option for online searches. According to Internet Live Stats, Google processes over 3.5 billion searches each day and up to 1.2 trillion searches per year worldwide. This is why Google Ads are an excellent place to start when building paid media campaigns.

Because Google has such high traffic, Google Ads provide access to a broad, diverse audience. The flip side to this is the fierce competition – lots of marketers fighting for the same spotlight accelerates the price of popular keywords. Investing in other platforms (like Microsoft Ads) is an excellent way of casting a wider net and furthering outcomes from PPC.

One major benefit of Microsoft Ads is the ability to import campaigns from other ad platforms (like Google) into Microsoft Ads. This saves marketers the challenge in having to create an ad campaign from scratch. When they start importing, marketers can view their data and readily make changes. 



Microsoft Ads is highly cost-effective

Discerning bid management is key to optimizing on a tight budget – and improving ROAS at every level of spend. Microsoft Ads has a number of features that enable efficient budget control, including the ability to preselect variables like device, location and time.

The decreased competition for keywords and lower cost-per-click (CPC) makes Microsoft Ads particularly good for targeting specific demographics – especially users who are 35 years or older.

Target niche audiences

One of the primary goals of a paid campaign is to reach a new audience. For businesses wanting to attain this objective, it’s risky to rely on one ad platform – even if it has the largest reach.  

According to Search Engine Land, there are approximately 63 million people in Bing’s user base who aren’t reached by Google Ads. On top of this, Microsoft Ads has a form of audience targeting called In-Market Audiences that segments their users into purchase intent lists based on their Bing search history.

These features help radically accelerate the success of a paid campaign. Microsoft Ads success story reveals, e-commerce giant MyDeal, achieved a 389% YoY increase in conversions by using In-Market Audiences. 

Seize precise device targeting

Ads are a waste of effort and resources if they’re not seen by the right people. Microsoft Ads’ demographic selection options make it easy to connect the dots between businesses and their target audience. 

Microsoft Ads’ API (application programming interface) makes it possible to track the progress of campaigns based on specific devices. It also allows marketers to target mobile users only by excluding desktop viewers and vice versa. 

Despite not being the most widely recognised platform, Microsoft Ads can be a highly valuable asset for marketers who want to target unique consumers on a tight budget.  


Ultimately, the key to a successful ad campaign is having the visibility required to accurately measure performance in a timely manner. Marketers need to know if the campaign is resonating with their target audience, if it’s driving conversions and if it’s contributing to an overall positive ROAS.

So, how can this high-level visibility be obtained? How can marketers readily track engagement across their campaigns, be certain they’re targeting the right keywords and know if their ads are generating revenue for their business?

Digivizer has answered the call. When businesses connect all their accounts in one platform, they can instantly access data-driven insights across all their ad campaigns. This empowers them to make smarter marketing decisions as they can easily see what’s working and what’s wasting resources. 

Become a data-driven marketer, sign up for free today.

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