When most businesses start thinking about online advertising, most companies think we need to get on Google or Facebook. They choose to start with Google or Facebook for many reasons. Often if that goes well, they decide to branch out to the other network and continually work on scaling their business.
However, there is another network that businesses should strongly consider. BingAds or what is now known as Microsoft Advertising. There are many reasons why you should consider Microsoft Advertising for your business and we’ll go over 5 main reasons why you should consider it today.
Reason to use Bing Ads #1: Audience
Microsoft Advertising is a different audience compared to Google. Almost 20% of the PC market share in Canada is the Microsoft Search Network Audience. Consumers who use bing.com use it exclusively and don’t search on Google.com. They are also an older demographic with a higher income compared to Google. See the stats here.
Reason to use Bing Ads #2: Less Competitive
It is less competitive compared to Google Ads. Google is the most popular search engine, so it’s easy to understand why they are always top of mind. It will be easier to win the auction and get the click with less businesses to compete with.
Reason to use Bing Ads #3: Cheap
Microsoft Advertising has even more benefits. Less competition for keywords means a cheaper cost per click (often reported 33% cheaper than Google). With a lower CPC, your return on ad spend (ROAS) will be much greater.
Reason to use Bing Ads #4: Microsoft Audience Ads
Microsoft Audience Ads (formerly Bing Intent Ads or Bing Native Ads) is similar to Google’s Display network. It has a massive reach but has premium brand-safe placements. Audience Ad placements are on MSN, Outlook.com, Microsoft Edge and currently expanding.
Reason to use Bing Ads #5: LinkedIn Targeting
LinkedIn targeting, Microsoft bought LinkedIn in 2016, which led BingAds to integrate with LinkedIn user data. You can target your ads to the LinkedIn audience. You can target by company, job title, and so much more! This brings Microsoft Ads to a whole new level in digital marketing.
We’ve seen great success with Bing Ads. tripcentral.ca decided to test it out and they have seen strong results, with increases in conversion rates by 133%, clicks by 101%, and a boost in click-through rate by 75%. You can read more about tripcentral.ca’s results with Bing Ads, take a look at their case study here.
Investing your marketing dollars into Microsoft Advertising has many benefits. Your dollar will stretch much farther here with the low-cost CPC. Their users have a higher household income and spend more money online. There are many more benefits to Microsoft Advertising if you are looking to grow your reach and expand your business. Book a free consultation with Noah Digital’s paid search experts and start expanding your business today.
