{"id":8431,"date":"2025-05-21T01:34:02","date_gmt":"2025-05-21T01:34:02","guid":{"rendered":"https:\/\/www.aderonkebamidele.com\/blog\/?p=8431"},"modified":"2025-05-21T03:03:59","modified_gmt":"2025-05-21T03:03:59","slug":"using-microsoft-ads-formerly-bing-to","status":"publish","type":"post","link":"https:\/\/www.aderonkebamidele.com\/blog\/using-microsoft-ads-formerly-bing-to\/","title":{"rendered":"Using Microsoft Ads (Formerly Bing) to Expand Your Reach"},"content":{"rendered":"

Using Microsoft Ads (Formerly Bing) to Expand Your Reach<\/strong><\/p>\n

When it comes to pay-per-click (PPC) advertising, Google Ads<\/strong> often steals the spotlight, but it\u2019s not the only player in the game. If you’re looking to expand your digital<\/a> footprint<\/strong>, lower your cost-per-click (CPC)<\/strong>, and reach new audiences<\/strong>, it’s time to take a closer look at Microsoft Ads<\/strong>, formerly known as Bing Ads.<\/p>\n

Despite being overshadowed by Google, Microsoft Ads powers search ads not just on Bing, but also on Yahoo, AOL, DuckDuckGo<\/strong>, and even MSN<\/a>, <\/strong>offering access to over 1 billion monthly users globally<\/strong>. That\u2019s a sizable chunk of the internet that many marketers overlook.<\/p>\n

Here\u2019s why Microsoft Ads deserves a spot in your PPC strategy in 2025 and how to make it work for your business.<\/p>\n

\n

\u00a0Why Use Microsoft Ads?<\/h3>\n
    \n
  1. \n

    Less Competition, Lower Costs<\/strong><\/p>\n

      \n
    • \n

      Fewer advertisers mean lower CPCs<\/strong>.<\/p>\n<\/li>\n

    • \n

      Get more clicks for the same budget compared to Google Ads.<\/p>\n<\/li>\n

    • \n

      Especially useful for smaller businesses or cost-conscious campaigns.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

    • \n

      High-Quality Demographics<\/strong><\/p>\n

        \n
      • \n

        Microsoft\u2019s search engine audience tends to skew older, more affluent, and desktop-heavy <\/strong>ideal for industries like finance, healthcare, B2B, and luxury products.<\/p>\n<\/li>\n

      • \n

        You\u2019ll also reach users who default to Bing on Microsoft devices (including Edge and Windows-powered machines<\/strong>).<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

      • \n

        Easy Google Ads Import<\/strong><\/p>\n

          \n
        • \n

          Microsoft Ads lets you import your Google Ads campaigns directly<\/strong>, saving setup time and ensuring consistency across platforms.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

        • \n

          Cross-Platform Reach<\/strong><\/p>\n

            \n
          • \n

            Ads appear across a variety of Microsoft-owned and partner platforms, including Outlook, Xbox, LinkedIn (via integrations)<\/strong>, and Microsoft Edge<\/strong>, giving you broader visibility.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n

            \n

            \u00a0Key Features of Microsoft Ads<\/h3>\n
              \n
            • \n

              Audience Targeting<\/strong>: In addition to keywords, target users by job function, LinkedIn profile<\/strong>, age, gender, device, and location.<\/p>\n<\/li>\n

            • \n

              Automated Bidding<\/strong>: Similar to Google, you can choose smart bidding strategies like Maximize Clicks<\/strong>, Target CPA<\/strong>, or Enhanced CPC<\/strong>.<\/p>\n<\/li>\n

            • \n

              In-Market Audiences<\/strong>: Reach people who are actively researching or looking to purchase in your niche.<\/p>\n<\/li>\n

            • \n

              Responsive Search Ads<\/strong>: Show the most relevant combinations of headlines and descriptions based on user intent.<\/p>\n<\/li>\n

            • \n

              Shopping Campaigns<\/strong>: Great for e-commerce brands looking to showcase products visually.<\/p>\n<\/li>\n<\/ul>\n

              \n

              \u00a0When to Use Microsoft Ads<\/h3>\n

              Microsoft Ads can be a game-changer<\/strong> for businesses in specific scenarios:<\/p>\n

                \n
              • \n

                You\u2019re maxing out your Google Ads budget<\/strong> but want to scale without increasing CPC.<\/p>\n<\/li>\n

              • \n

                Your audience skews older, more affluent, or desktop-based<\/strong>.<\/p>\n<\/li>\n

              • \n

                You operate in a niche where competition is intense on Google<\/strong>.<\/p>\n<\/li>\n

              • \n

                You\u2019re in the B2B, finance, legal, healthcare, or education sectors.<\/p>\n<\/li>\n

              • \n

                You want to diversify ad channels<\/strong> to reduce platform dependency.<\/p>\n<\/li>\n<\/ul>\n

                \n

                \u00a0Tips to Succeed with Microsoft Ads<\/h3>\n
                  \n
                1. \n

                  Don\u2019t Just Copy\/Paste<\/strong><\/p>\n

                    \n
                  • \n

                    While importing from Google Ads is helpful, tailor your campaigns for Microsoft\u2019s audience and platform behaviors.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

                  • \n

                    Test Different Match Types<\/strong><\/p>\n

                      \n
                    • \n

                      Microsoft handles broad, phrase, and exact match types slightly differently\u2014test and refine accordingly.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

                    • \n

                      Adjust Bids by Device<\/strong><\/p>\n

                        \n
                      • \n

                        Microsoft search traffic is more desktop-heavy. Adjust bids based on performance per device type.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

                      • \n

                        Use Audience Targeting Layers<\/strong><\/p>\n

                          \n
                        • \n

                          Add LinkedIn profile targeting<\/strong> for B2B campaigns\u2014something Google doesn\u2019t offer natively.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

                        • \n

                          Track Conversions Accurately<\/strong><\/p>\n

                            \n
                          • \n

                            Set up Microsoft UET (Universal Event Tracking)<\/strong> to monitor conversions, remarketing audiences, and performance insights.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n

                          • \n

                            Leverage Ad Extensions<\/strong><\/p>\n

                              \n
                            • \n

                              Just like Google, Microsoft supports sitelinks, callouts, structured snippets<\/strong>, and more. Use them to improve CTR.<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n

                              \n

                              \u00a0Real Results: Case Study Snapshot<\/h3>\n

                              A B2B software client running solely on Google Ads decided to allocate 20% of their ad budget to Microsoft Ads<\/strong>. In three months, they saw:<\/p>\n

                                \n
                              • \n

                                18% lower CPC<\/strong><\/p>\n<\/li>\n

                              • \n

                                24% higher click-through rate (CTR)<\/strong><\/p>\n<\/li>\n

                              • \n

                                12% increase in qualified leads<\/strong><\/p>\n<\/li>\n<\/ul>\n

                                While traffic volume was lower, the cost-efficiency and quality<\/strong> of leads made Microsoft Ads a profitable secondary channel<\/strong>.<\/p>\n

                                \n

                                \u00a0Final Thoughts<\/h3>\n

                                Microsoft Ads isn\u2019t a \u201cGoogle killer,\u201d but it doesn\u2019t have to be. It\u2019s a strategic complement<\/strong> to your existing PPC campaigns, giving you access to new audiences<\/strong>, lower costs, and less competition.<\/p>\n

                                In a digital world where every edge counts, ignoring Microsoft Ads could mean leaving valuable clicks and conversions on the table<\/strong>.<\/p>\n

                                So if you’re looking to stretch your ad dollars further, test a new channel, or just diversify your paid strategy, Microsoft Ads is more than worth a look in 2025<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

                                Using Microsoft Ads (Formerly Bing) to Expand Your Reach When it comes to pay-per-click (PPC) advertising, Google Ads often steals the spotlight, but it\u2019s not the only player in the…<\/p>\n","protected":false},"author":3,"featured_media":8441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_mo_disable_npp":"","footnotes":""},"categories":[38],"tags":[],"class_list":["post-8431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc-advertising"],"_links":{"self":[{"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/posts\/8431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/comments?post=8431"}],"version-history":[{"count":1,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/posts\/8431\/revisions"}],"predecessor-version":[{"id":8442,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/posts\/8431\/revisions\/8442"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/media\/8441"}],"wp:attachment":[{"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/media?parent=8431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/categories?post=8431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.aderonkebamidele.com\/blog\/wp-json\/wp\/v2\/tags?post=8431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}