Google Ads vs Microsoft Advertising

Microsoft Advertising, formerly known as Bing Ads, allows businesses to advertise on the Bing search engine and Microsoft services. But is it a viable advertising platform compared to the dominant player, Google Ads? Here's a quick overview of the key pros and cons to consider when deciding whether Microsoft Advertising is worth investing in.

The Pros

• Lower Cost per Click: Cost per click (CPC) bids on Microsoft Advertising tend to be lower than Google Ads for similar keywords and auctions (this is based off of my 14+ years managing accounts on both Google and Bing). This can make it more affordable, especially for budget-conscious businesses.

• Untapped Audience: While Google has over 90% market share, Microsoft still reaches millions of searchers, primarily those who use Bing or Microsoft products. This presents an opportunity to extend your reach, especially if you've seen success on Google.

• Older Demographic: Data shows Bing users tend to skew slightly older compared to Google's Audience. If your business targets this demographic, Microsoft Advertising could be a good fit.

• Less Competitive: With fewer advertisers competing on the platform, it may be easier for you to see success (especially if your vertical is extremely crowded on Google).

• Similar Interface: Microsoft Advertising's interface is similar to Google Ads, making it easy to set up and manage if you're already familiar with Google. They also have very simple import functionality.

The Cons

• Smaller Numbers: Google handles around 90-95% of all the searches that happen on the internet, so you'll get significantly lower traffic volume on Microsoft Advertising. 

• Less Sophisticated: Microsoft's automation capabilities lag behind Google's. Strategies that work on Google Ads may not translate as well. I typically will say that Microsoft lags behind Google by a couple of years.

• Less Data: With a smaller share of searches, Microsoft has less user data than Google to optimize and improve its platform.

• Risk of Neglect: It's crucial to spend more time optimizing Google Ads than Microsoft if splitting your efforts. Otherwise, you risk neglecting the bigger opportunity.

The Verdict

For most businesses seeing success with Google Ads, Microsoft Advertising is worth testing to extend your reach further at a potentially lower cost per click. However, Google should remain the priority, and Microsoft is best for larger budgets. Approach Microsoft Ads as a supplement to Google, not an equal split. Test it out, but don't expect it to replace Google anytime soon.