If you’re managing pay-per-click (PPC) activity for yourself or for your hard-earned clients, this is relevant to you. Let’s talk about digital marketing and Microsoft Advertising. Are Bing Ads really worth it?
Everybody and my Grandma has heard of Google Ads and Facebook Advertising (or at least she has been targeted at some point when showing me knitting patterns) but what about Microsoft Advertising?
Add an Additional Pillar to Your Marketing Strategy
If you’re a CEO, CMO, Digital Advertising Specialist, Account Manager, or anyone managing PPC activity then we’re all very aware that we want to capture the largest audience possible at the top of the funnel.
Makes sense right? As successful marketers, we’re used to considering Google Ads and Facebook Advertising to have a larger audience and we do what we can to be proficient at using these two channels first.
As a marketer, you probably want to be successful on Google Ads and Facebook Advertising. If you’re managing a smaller budget you have limited options, and it is probably a good idea to stick to these initially.
If you’re ready to grow and take your advertising to the elite level and expand your skillset, audience, reach, and further your success, it might be time to think about adding Microsoft Advertising to your marketing strategy as an additional pillar to reach your marketing goals.
What is Microsoft Advertising?
Microsoft Advertising, formerly known as Bing Ads, is a platform that supports pay-per-click advertising. The Microsoft search network connects about 200 million Windows 10 users. Microsoft Advertising is used and can be found on Microsoft Edge, Bing, Yahoo, and AOL.
Here is a fun and obvious question. Guess what’s installed on your fancy new Windows computer when you turn it on for the first time? It’s Microsoft Edge, and the default search engine is Bing. Congratulations! You’ve found the search engine. Now what?
Do you remember earlier when I was talking about my Grandma? Well guess who is using the pre installed Microsoft search engines on their computer, tablet, and phone? That’s right, she’s part of that audience, along with many other Microsoft users. We sometimes forget that other search engines like Bing, Yahoo and AOL are out there but the network is active and people need services and products. There are multiple channels that support people getting those things in our modern world.
“The proof is in the pudding”
As Omri Brill, Adcore’s CEO likes to say, “The proof is in the pudding”. So, let’s look at the numbers, shall we? The Microsoft Search Network and the Microsoft Audience Network reaches over half a billion people worldwide according to ComScore.
In the United States, Microsoft Advertising takes up 37% of the search share, and to the north, Canada takes up 21% of the search share on desktop traffic alone. That’s a massive chunk of the pie (or pudding) and it’s a very strong case to reconsider your advertising channel budget allocation to Microsoft Advertising.
Diversify Your Advertising Portfolio
If data-driven decisions and performance are important to you then listen up! If you swipe or scroll up a bit, I talked about being successful on Google Ads and Facebook Advertising first. Remember? There are a few reasons for that. Let’s consider your marketing channels like pillars that are part of your digital advertising foundation.
As time goes on patterns can shift as you tweak and introduce new ideas to your digital advertising strategy. The more diverse your advertising channel portfolio is (Google Ads, Facebook Advertising, Microsoft Advertising), the more chances and opportunities you’ll have to successfully expand or reach more relevant quality people.
If we take one of those pillars away, what happens? We significantly interrupt the foundation and whatever we’ve built has a higher chance of collapsing. Considering to allocate a percentage of monthly ad spend towards Microsoft Advertising should be part of every professional’s marketing strategy.
Step back and review all the channels you’re using to advertise on and consider Microsoft Advertising with higher conversion rates, lower cost per click, and more purchasing power. The answer to the title of this article, “Are Bing Ads Worth It?” is absolutely YES (if you were still wondering).
At Adcore we’ve been successfully producing results for our clients and using the most relevant channels to meet client goals. Adcore is performance and results-driven. It’s also why we have implemented Microsoft Advertising campaign management possibilities in Adcore’s Marketing Cloud Technology as well.
If you’re ready to join the elite level, it’s time to diversify your channels, starting with Microsoft Ads.