Understanding Microsoft Ads and Google Ads

Microsoft Ads, owned by Microsoft, encompasses three search engines: Bing, Yahoo, and AOL. When you advertise on Microsoft Ads, your ads are displayed on all three search engines, as well as various partner sites. On the other hand, Google Ads is comprised of two advertising networks: the Search Network and the Display Network. The Search Network displays text ads on the search engine results page (SERP), while the Display Network showcases display ads on a wide range of websites across the internet.

Key Differences Between Microsoft Ads and Google Ads

While the concept of both platforms is similar, there are several key differences that set Microsoft Ads and Google Ads apart. Let's delve into these differences to gain a better understanding of each platform.

Display URL

Both Microsoft Ads and Google Ads display URLs underneath the ad headline. However, Microsoft Ads highlights their display URLs with bold formatting, whereas Google Ads does not.

Description Text

In terms of description text, Google Ads previously allowed two separate lines with a limit of 35 characters each, while Microsoft Ads provided one line with a maximum of 71 characters. However, both platforms now allow for 80 characters in one longer description field.

Keywords

Both Microsoft Ads and Google Ads offer keyword research tools, broad match, and negative keyword targeting. The main distinction lies in the traffic volume for keywords, which tends to be lower on Microsoft Ads compared to Google Ads.

Click-through Rate

Due to the financial reporting offered by Yahoo and MSN, Microsoft Ads generally have higher click-through rates (CTRs) for shopping and financial services search verticals. This is because these platforms provide numerous resources and ads in those verticals, attracting highly-engaged prospects and resulting in higher CTRs.

Reach: Microsoft Ads vs. Google Ads

Google has long dominated the search engine market, boasting a larger search volume and broader reach. However, Microsoft Ads should not be overlooked, as the Bing network is growing rapidly. Bing now holds 34% of the desktop search engine market share worldwide, with 5.4 billion monthly searches conducted on the Bing Network. Moreover, Microsoft Ads reaches 63 million searchers that are not reached with Google Ads, presenting a significant opportunity for advertisers.

In addition to increased visibility, Microsoft Ads allows advertisers to target an older and more educated audience. Approximately 40% of the Bing Network falls within the 35 to 54 age range, with nearly three-quarters of Bing users being over the age of 35. Furthermore, a significant portion of the Bing Network has a household income of over $100,000, making it an attractive platform for reaching a specific demographic.

Cost: Microsoft Ads vs. Google Ads

While Google Ads may have higher search volumes, Microsoft Ads often delivers better performance in terms of cost. Due to lower competition for advertisers bidding on Microsoft Ads, clicks tend to be cheaper, providing advertisers with more value for their money. In fact, the average cost-per-click on Microsoft Ads can be up to 70% lower compared to Google Ads. For example, a study in the automotive industry found that CPCs were 32.5% lower on Microsoft Ads than on Google Ads, while in the insurance industry, the difference was a staggering 59.2%.

It is important to note that while Microsoft Ads may have lower CPCs, the traffic quality may also be lower in some instances. This means advertisers may end up paying more for conversions on Microsoft Ads compared to Google Ads. However, with the right traffic, Microsoft Ads can generate more sales and offer a better return on investment (ROI) due to lower competition and lower costs.

Additional Benefits of Microsoft Ads

Beyond reach and cost, Microsoft Ads offers several additional benefits that make it a compelling choice for advertisers.

Importing Google Ads Campaigns

With just a few clicks, advertisers have the option to import their existing Google Ads campaigns into Microsoft Ads, saving time and effort in campaign creation.

Granular Control

Microsoft Ads provides more granular targeting at the ad group level compared to Google Ads. Advertisers can make adjustments at both the campaign and ad group level, allowing for more precise targeting and optimization.

Device Targeting

Microsoft Ads surpasses Google Ads in device targeting capabilities. Advertisers can target specific audiences based on device type and operating system, and even choose not to display campaign ads on desktops when targeting mobile users exclusively.

Sitelink Extensions

Similar to Google Ads, Microsoft Ads offers sitelink extensions that allow advertisers to add additional information to their ads. These extensions can include pricing, demos, content downloads, free trials, and more, making the overall ad more compelling and attention-grabbing.

Transparency and Reporting

Microsoft Ads provides detailed reports on the performance of each search partner in a campaign, offering transparency and allowing advertisers to see exactly where their traffic is coming from. This level of transparency enables advertisers to make informed decisions and optimize their campaigns effectively.

Higher Engagement and Conversion Rates

Microsoft Ads users tend to be more engaged with the sites and landing pages they visit, resulting in higher conversion rates. Studies have found that Microsoft Ads users in the automotive industry convert at rates 10% to 56% higher than Google Ads users.

Bing Ads Certification

Similar to Google Ads' certification program, Microsoft Ads offers a certification program where advertisers can become Bing Ads Accredited Professionals. This certification recognizes advertisers as experts in Microsoft Ads and provides several benefits, including an official member badge, placement in the Accredited Professional membership directory, and enhanced credibility when closing new business.

Conclusion

In conclusion, the decision between Microsoft Ads and Google Ads depends on various factors, including reach, cost, and specific targeting needs. While Google Ads dominates the search engine market, Microsoft Ads offers unique advantages such as extended reach, lower costs, and the ability to target a specific demographic. By leveraging both platforms simultaneously, advertisers can maximize their reach, target different audiences, and achieve better results overall. It is important to analyze campaign goals, budget, and target audience to determine the optimal combination and allocation of resources between Microsoft Ads and Google Ads.