Microsoft

Advertising

In the shadow of Google Ads , Microsoft Advertising has established itself as a strong alternative for digital advertising. With its unique network, competitive prices and innovative features, the platform offers opportunities many advertisers overlook. For many businesses, Microsoft Advertising can be a valuable supplement, or in some cases an alternative, to Google Ads. 

A distinct advertising network

Microsoft Advertising reaches users through Bing search, but also through partners such as Yahoo, AOL and many other sites in the Microsoft Search Network. This network reaches millions of users who are not necessarily reachable through Google, particularly in professional and B2B segments.

An often overlooked strength is the integration with Microsoft products such as Windows, Office and LinkedIn. This gives unique targeting options, especially for B2B advertisers. The LinkedIn integration is particularly valuable, with targeting based on first-party data such as industry, job title and company size. This also ties in with what we at Maverix mean by owning your own data.

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Marius Vestlien Hansen headhuntet som SEO-leder i Maverix

Cost-effective advertising

One of the biggest advantages of Microsoft Advertising is the generally lower cost per click compared with Google Ads. Less competition for ad placements often means better positions at lower prices. This can give a significantly better return on ad spend for many advertisers. 

Lower competition also means it is often easier to achieve good ad positions and visibility, especially in niche markets. This can be particularly valuable for smaller businesses or in industries with intense competition on Google.

With the right approach, Microsoft Advertising can be a valuable part of a digital marketing strategy, either as a supplement or an alternative to other platforms.

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Questions and answers about Microsoft Advertising

  • What is Microsoft Ads?

    Microsoft Ads, formerly Bing Ads, is Microsoft's advertising platform for search ads and ads in the Microsoft network. The ads appear when people search on Bing and partner search engines, and can also appear on surfaces such as MSN, Outlook and Microsoft Edge. The platform works much like Google Ads, with keywords, bids and ad groups, but has its own targeting options.

  • Why advertise on Bing when Google is the biggest?

    Bing is worth advertising on because users are often on work computers running Windows and Edge, where Bing is the default search engine. That makes the platform relevant for B2B and buyers with decision-making authority. Competition is often lower than in Google, which can mean cheaper clicks. Microsoft Advertising works best as a supplement within a holistic SEM strategy.

  • How does LinkedIn targeting work in Microsoft Advertising?

    LinkedIn targeting lets you adjust bids or narrow search ads using LinkedIn data such as industry, company and job function. That makes it possible to reach, for example, buyers or managers in specific industries when they search. This targeting doesn't exist in Google Ads and is an important reason the platform is useful for B2B. It can be combined with campaigns on LinkedIn.

  • Can you import Google Ads campaigns into Microsoft Advertising?

    Yes, Microsoft Advertising has an import feature that pulls campaigns, keywords, ads and budgets directly from Google Ads. That makes getting started quick, but the import should be quality-checked afterwards. Bids, budgets and targeting should be adapted to the Microsoft network, and conversion tracking must be set up with Microsoft's own UET tag to measure results correctly.

  • Where do Microsoft Advertising ads appear?

    Ads from Microsoft Advertising appear primarily in Bing search results. They can also appear on partner search engines that use Bing's ads, and on Microsoft's own surfaces such as MSN, Outlook, Microsoft Edge and Copilot. Where ads actually appear depends on campaign type and settings, so it is wise to review the placement reports regularly.

Want to know more about SEM?

Marius Vestlien Hansen

SEO & SEM Lead

marius@maverix.no+47 948 80 177