If you’re putting off investing in Microsoft Promotion, you are missing out on beneficial arrive at for your eCommerce brand. It accounts for a 13.5% Computer marketplace share with an typical of 13.9 billion searches per thirty day period, more than fifty percent of which are especially relevant to product searches.

Microsoft Advertising and marketing really should undoubtedly engage in a job in your general PPC approach.

Formally regarded as Bing Adverts, very well-optimized eCommerce Microsoft advertisements generate further higher-good quality website traffic – with higher acquiring power – to your store for much less. Though it’s considerably less dominant than Google, Microsoft Bing Adverts, together with husband or wife internet sites and third-occasion equipment, fills promoting gaps to create a sturdy, effectively-lined advertising and marketing plan.

In this publish, we will acquire you by why you really should be such as Microsoft Promotion in your general PPC approach by highlighting:

  • The major rewards of Microsoft advertisements for eCommerce manufacturers
  • Disadvantages of Microsoft Advertising and marketing and how to get over them
  • Essential variances between Google and Microsoft advertisements

Let us soar suitable in!

Six Microsoft Advertising Benefits for On line Merchants

1. More Desktop Lookups

In a environment of “mobile first”, we frequently neglect about desktop get to. Microsoft Advertising capitalizes on the many customers even now products purchasing on desktop, ensuing in extraordinary ROAS options.

Here’s an example from AHAVA, which is observing 600% ROAS from Microsoft adverts.

Microsoft ad example

As Microsoft accounts for 37.5% of the US desktop look for current market by yourself, Microsoft Promotion provides on the web merchants accessibility to new segments of potential buyers. Let us glance at some vital stats about Microsoft’s Lookup Network:

  1. It accounts for 138 million special desktop lookups for every thirty day period in the US by yourself, 42 million of which are not attained by Google.
  2. Network audiences expend 32% more on desktop procuring than average browsers.

By reaching far more desktops of potential purchasers who are actively browsing for merchandise, Microsoft Advertising and marketing will help you fill the arrive at gaps that Google Ads does not include.

2. More Placements Sales opportunities to Broader Arrive at

Promising a lot more site visitors by way of manufacturer-protected, native content placements, Microsoft’s Audience Network presents for quality brand placement with Viewers Advertisements. Formally acknowledged as Bing Intent Adverts or Bing Native Advertisements, Audience Ads permits entrepreneurs to tap into this in depth network with business-particular focusing on.

Microsoft audience ad placement

[Source: Advertise on Bing]

These impression or feed adverts are put on MSN, Outlook.com, Microsoft Edge, and other syndicated associate web-sites this sort of as AOL and Yahoo, and consist of remarketing for in-current market, custom made, and product audience strategies. Much more placements indicate extra achieve. Extra get to to target targeted visitors means a lot more sales.

3. Reaching Prospective Customers With Higher Ordinary Incomes

A further crucial advantage of Microsoft Promoting is that it presents retail store manufacturers much more access to likely buyers with larger regular incomes. This is backed up by their vertical marketplace segments, which finds that 73% of Microsoft research people are under the age of 45 and that 25% of them have a residence earnings in the leading 25%.

Microsoft search demographics

Concentrating on buyers with higher ordinary incomes is especially beneficial for on the web outlets offering higher-conclusion or luxurious merchandise.

4. Much less Competition

Indeed, Microsoft’s search and viewers network is scaled-down than Google’s. However, with 13 billion new person lookups regular monthly, adverts even now have huge potential—especially when you look at that there is considerably less opposition. Much less competition means a far better probability of clicks than competing lookup platforms – depending on the market.

Microsoft ad example

Microsoft Advertising presents more protect to access to new prospective customers. It also can report better CTRs than other platforms, which boosts ROAS – some of our best merchants see concerning 600-890% ROAS from their Microsoft ads.

Microsoft ad example

Reduced look for quantity and CPCs also make it hugely expense-efficient for brand names to examination and experiment with MS advertisements to obtain new audiences with high getting intent. This can be hugely profitable when optimized correctly.

Listed here are some stats from Microsoft’s have scenario scientific studies:

  1. Santa Barbara Chocolate was able to elevate its average profits by 315% and observed a 476% boost in conversion amount with Microsoft Advertising.
  2. Norwall PowerSystems sees up to 309% ROAS and 236% conversion boost with Microsoft Advertising and marketing.

5. Advert Extension Options

A different advantage to incorporating Microsoft Marketing into your in general PPC method is more ad display screen room with ad extensions. These ad extensions consist of:

  1. Action extensions
  2. Application extensions
  3. Get in touch with extensions
  4. Callout extensions
  5. Filter url extensions
  6. Flyer extensions
  7. Spot extensions
  8. Impression extensions
  9. Price tag extensions
  10. Promo extensions
  11. Assessment extensions
  12. Sitelink extensions
  13. Structured snippet extensions


Despite the fact that numerous of these Microsoft advert extensions are equivalent to Google’s, they supply two selections really worth checking out in much more depth: impression and motion url extensions. Image extensions involve product or service photos, whilst motion extensions are simply call-to-action buttons that can be additional to text adverts.


6. Quick Implementation

The final reward to testing Microsoft Advertising and marketing is the simplicity of its implementation. This signifies the studying curve for new advertisers, specially for these by now managing Google Research strategies, is low.

Certainly, you will need to improve your campaigns for the platform alone, but you do have the selection to import your major-doing Google campaigns straight into Microsoft ads – so you are not starting from scratch. Furthermore, it usually means advertisers can very easily break up examination strategies throughout distinct platforms – but really do not fail to remember to review smaller information these types of as product bid adjustments, scheduling, audiences, and so on., right before implementing imported strategies.

Microsoft Advertising and marketing Negatives and Factors

Now let us seem at the vital criteria to be informed of just before diving into Microsoft Promoting, and ways you can mitigate these shortcomings.

1. Learning Curve

Like with any PPC platform there will be some time to get employed to the new platform, placements, and focusing on. Lag time isn’t a offer-breaker, but it is essential for new advertisers to be mindful of it in purchase to manage expectations. Moreover, if you are using entire PPC management instruments these as Visitors Booster Organization, you can stay clear of owning to offer with any concerns oneself when you generate your initially campaigns and assure optimization in serious-time.

2. Wide Match Key phrases

Compared with Google, Microsoft Advertising and marketing is far more reliant on broad match key terms. This means if you are not spending awareness, your marketing campaign will be activated by unrelated lookups. Microsoft indicates executing the pursuing to improve wide key word strategies:

  1. Leverage the Microsoft Marketing Alternatives website page and Promotion Intelligence tool to personalize broad match key phrase recommendations
  2. Leverage in-industry focusing on and remarketing to optimize for quantity, CPAs, and CTRs
  3. Test broad-match modifiers to set restrictive boundaries for hugely segmented focusing on
  4. Use detrimental search phrases to block irrelevant searches

Pro Suggestion: As Microsoft adverts do not assistance broad match detrimental keywords and phrases, any broad match detrimental keywords you import with your strategies will be mechanically converted to phrase match.

3. Decreased Market place Share

As we highlighted at the beginning, there is no hiding that Microsoft Lookup has a a great deal decrease sector share than Google. This means that your potential shopper access possible is considerably reduced in conditions of quantity. Even so, with a bigger conversion rate and decrease CPCs, there is nevertheless likely to draw in buyers that could not be hanging out on Google.

4. Consumer Interface

If you’ve dipped your toe into Microsoft Advertising, you may perhaps have found their user interface to start with-hand. There is no denying that a ton of marketers discover it clunky and out-of-date. The interface did get a significantly-required update in October, but it is even now leaps behind other platforms in conditions of UX.

Microsoft ad dashboard

Certainly, this won’t impact advert performance, but you must know that you’ll have to have more time for campaign admin like optimization and administration tasks.

Google vs. Microsoft Advertisements

Now that we have looked at the crucial rewards of tests Microsoft Marketing for your eCommerce brand, let us define the principal distinctions in between Google and Microsoft adverts just about every eCommerce marketer must take into account.

  1. Simplicity of Use: Both platforms are equivalent in their relieve of use. If you are presently familiar with Google Advertisements, you will come across adding Microsoft adverts to your marketing method simple and simple.
  2. Attain: Even though Google reaches the widest viewers, Microsoft advertisements access lesser segments utilizing precise search engines, supplying more segmentation.
  3. Lookup Lover Focusing on: Google delivers access to hundreds of web-sites, like YouTube, and will allow advertisers to edit these placements. Microsoft Promotion, on the other hand, features less placements, and these partner websites are all grouped with each other, so you can’t one out unique associate web sites for placement.
  4. Advert Scheduling: With Google Adverts, marketers edit advert schedules primarily based on time zones decided on at account degree. Microsoft Marketing scheduling is centered on the location of the ad viewer.
  5. Display Ads: Google Adverts Screen Community features far extra adaptability than Microsoft Viewers adverts.
  6. In-Market Audiences: Both equally platforms let marketers to insert in-current market audiences to strategies. Nevertheless, Microsoft presents one of a kind group and subcategory solutions, like “Romance & Connection.” You can download Microsoft’s in-industry lists here.

Is Microsoft Advertising and marketing a Replacement for Google Adverts?

The shorter respond to? Unquestionably not. For now, Microsoft Promotion presents an further layer to an eCommerce internet marketing system. It is a platform for new options to get to specific audiences that have interaction with their placements and search completely.

Finally, Microsoft Advertising is an more research system you can use to arrive at and change prospective buyers and clients. Like with any system, you will have to have to examination and tweak campaigns for your specific viewers and model to find the optimum-undertaking mixtures and concentrating on.