Microsoft Ads is a powerful pay-per-click (PPC) advertising platform that often doesn’t receive the attention it deserves. With over 1 billion unique visitors each month, Microsoft Advertising presents a substantial opportunity for businesses.
This comprehensive guide for beginners will delve into what Microsoft Ads is, the types of ads it offers, its importance, and a step-by-step guide on setting up a Microsoft Ads campaign.
What Is Microsoft Ads?
Microsoft Advertising, formerly known as Bing Ads, is a PPC advertising tool that allows businesses to display ads on the Bing search engine.
While Google owns the lion’s share of the search market, Microsoft’s platform is a valuable alternative, especially for targeting PC users. Bing has 14.7 billion monthly PC searches and 653 million unique PC users, making it a noteworthy avenue for advertisers.
Related Article: Bing Ads vs Google Ads: Which Is Better?
Types of Bing Ads
App Install Ads
Similar to text ads, App Install Ads provide direct links to apps with a button, making them ideal for driving app downloads. These ads automatically detect the user’s mobile device and operating system, directing them to the relevant app store.
Dynamic Search Ads
These ads look like Expanded Text Ads but are automatically targeted to relevant search queries based on the content of your website. They adapt to new queries, creating dynamically relevant ads to drive conversions.
Microsoft Advertising in Bing Smart Search
Formatted for modern touch experiences, these ads are displayed in Windows 8.1 Smart Search results, including a preview of the landing page when possible.
Audience Ads
Tailored to the ideal audience, Audience Ads leverage Microsoft AI and optimization to display highly relevant content. This includes native ads, display ads, and video ads on sites like MSN, Microsoft Start, Microsoft Edge, Outlook.com, and publisher partners.
Multimedia Ads
Capturing attention with large visual imagery, Multimedia Ads showcase brands and products, increasing traffic and sales on websites. They are displayed in mainline and sidebar ad positions.
Product Ads
Utilizing custom images from product catalogs, Product Ads include specific promotional text, pricing, and seller details.
Responsive Search Ads
Simplifying ad creation, Responsive Search Ads allow up to 15 headlines and 4 descriptions. Microsoft Advertising mixes and matches combinations to create effective ads, identifying the best-performing ones.
Vertical Ads
Powered by dynamic data feeds, Vertical Ads generate personalized ads without keyword requirements, resulting in more volume, increased click-through rates, and lower cost per click.
Importance of Bing Ads
Here are the major benefits of Bing Ads.
Demographic Targeting
Bing caters to an older demographic, making it a goldmine for businesses targeting this audience. Google’s dominance aside, Bing provides unique access to potential customers in this age group.
Cost-Effective Advertising
Bing Ads has a 33% lower average cost per click (CPC) compared to Google Ads, at $1.54. This affordability is a boon for businesses with tight budgets, ensuring meaningful visibility.
Utilizing Heatmaps and Session Recordings
Microsoft Clarity goes beyond standard analytics, offering heatmaps and session recordings. Marketers gain nuanced insights into user engagement, attention-grabbing elements, and potential friction points, refining strategic decisions based on visual data.
Integration with Microsoft Ecosystem
Bing seamlessly integrates with Microsoft services, streamlining data processes for businesses already using these products. This cohesion enhances efficiency and provides a unified approach to marketing strategies.
How to Set Up Microsoft Ads Campaign
Launching a Microsoft Ads campaign is a straightforward process, especially with the user-friendly Smart campaigns.
Here’s a step-by-step guide for both beginners and those seeking more control in Expert mode:
Step 1: Sign up or sign in to Microsoft Ads
Visit the Microsoft Advertising website and choose “Sign up” or “Sign in.” Follow the prompts to create your Microsoft Advertising account, ensuring a seamless start to your campaign.
Step 2: Set your advertising goal
Microsoft will guide you in selecting a goal for your campaign. After choosing, click “Next” to proceed, laying the foundation for a focused and purposeful advertising strategy.
Step 3: Tell Microsoft who you are
Fill in your information as prompted and click “Next.” This step personalizes your campaign, providing Microsoft with essential details for tailoring your advertising approach.
Step 4: Set your target radius
Optimize your campaign’s reach by setting a target radius. In Expert mode, you can extend your targeting to multiple locations worldwide, customizing your strategy for broader or more localized impact.
Step 5: Fill in your keywords
Microsoft suggests keywords aligned with your services, enhancing your SEO strategy. Utilize Microsoft’s keyword planner to refine your selection, ensuring optimal visibility for your ads.
Step 6: Fill in the text boxes
Develop engaging ad content by entering text in the provided boxes. A preview on the right side allows you to visualize your ad, and Microsoft alerts you if you exceed the recommended character count to prevent truncation.
Step 7: Add your phone number
While optional, including a phone number is beneficial for businesses requiring direct contact. Skip this step if your business operates primarily through online bookings.
Step 8: Fill in your budget
Determine your budget with Microsoft’s Estimated Performance box and slider scale. Gain insights into potential monthly impressions and clicks, comparing your spending to competitors for strategic decision-making.
Step 9: Fill in your contact and payment information
Follow the prompts to provide your business’s contact information. The subsequent page will prompt you to input payment details, ensuring a smooth transaction process for your advertising account.
Step 10: Hit Submit and go live
Submit your campaign for review by Microsoft Advertising. Expect to go live in less than a day, allowing you to explore your campaign, track data, and monitor your ad’s progress effectively. This marks the culmination of a comprehensive and user-friendly setup process.
Closing Thoughts on Microsoft Ads
Microsoft Advertising offers a valuable platform for businesses to reach a diverse audience, especially for those targeting PC users. With a variety of ad types and a substantial user base, Microsoft Ads should not be avoided in your digital marketing strategy.