A comprehensive Pay-Per-Click (PPC) strategy includes a well-rounded approach to several advertising platforms. Businesses can maximise their digital marketing efficacy by considering platforms beyond Google Ads, such as Microsoft Ads.

We’ve partnered with PPC Geeks Bing Ads agency to highlight why including Microsoft Ads in your PPC strategy might be a smart move.

Why Should I Consider Microsoft Ads?

Microsoft Ads, previously known as Bing Ads, provides a unique opportunity to reach a specific demographic that may not be using Google as their primary search engine. Microsoft’s user base typically has a higher average income and spends more online than typical Google users. This characteristic makes Microsoft Ads an attractive platform for businesses seeking to target a more affluent audience.

The Advantage of Less Competition

Microsoft’s share of the search engine market might be smaller compared to Google, but that doesn’t equate to a less effective advertising platform. Rather, the decreased competition on Microsoft Ads means your ad has a higher chance of standing out. Lower competition could lead to a lower cost per click, translating into a better return on investment (ROI). 

Reach a Wider Audience

Microsoft’s Search Network extends beyond Bing. It includes search engines like Yahoo and AOL, along with other partner websites. Thus, by advertising on Microsoft Ads, you effectively broaden your reach to multiple platforms, maximising the visibility of your ads.

Ensuring an Omni-channel Approach

While Google may dominate the search engine market, discounting the potential of other platforms like Microsoft Ads would be unwise. An omnichannel approach ensures you cast a wide net to reach as many potential customers as possible, regardless of the platform they prefer. It’s a method that amplifies your visibility, leads, and conversions.

Optimising Your Microsoft Ads Campaigns

To fully leverage the potential of Microsoft Ads, it’s not enough to simply replicate your Google Ads strategies. Microsoft Ads requires its unique approach for optimization. Here are a few critical elements to consider while setting up and managing your Microsoft Ads campaigns.

Keyword Selection and Bidding

While the basic principle of keyword bidding remains the same across platforms, Microsoft Ads offers you the flexibility of device-based bidding. This allows you to adjust your bids for different devices, enabling a more targeted approach. Understanding the preferences of your target audience and tailoring your keyword bidding strategy accordingly can lead to significantly improved results.

Ad Copy and Landing Pages

Creating compelling ad copy and ensuring the relevancy of your landing pages are crucial steps in any PPC campaign. On Microsoft Ads, you might need to tweak your messaging to cater to the platform’s unique demographic. It’s also essential to keep your landing pages relevant to improve your Quality Score, which in turn can lower your Cost Per Click (CPC).

Harnessing the Power of Ad Extensions

Microsoft Ads offers a range of ad extensions that can enhance your ad’s visibility and increase click-through rates. From location extensions to callout extensions, these features provide additional information that can make your ads more compelling. Leveraging ad extensions effectively can significantly enhance your ad performance on Microsoft Ads.

Constant Monitoring and Optimization

Just like any other PPC campaign, your Microsoft Ads campaigns require constant monitoring and optimization. Regularly reviewing your campaign performance can help you identify areas that need improvement and opportunities that can be capitalised on.

In the evolving digital marketing landscape, versatility and diversification are keys to success. As part of an all-encompassing PPC strategy, Microsoft Ads can prove to be a valuable addition. Its unique audience demographics, less competitive environment, and broader reach present opportunities that can be exploited to maximise ROI.


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