Why Microsoft Ads deserve a spot in your digital marketing strategy
In today’s digital marketing world, diversifying your advertising strategy is key to capturing your audience across multiple platforms. While many advertisers focus solely on Google Ads or Facebook, they should include an often-overlooked but powerful platform in their strategy - Microsoft Ads.
The performance benefits of Microsoft Ads over Google are often so strong that, at Accord, we adopt a “Bing first” approach, maximising our Microsoft Ads spend before allocating the remainder to Google.
What makes Microsoft Ads unique?
Previously known as Bing Ads, Microsoft Ads operates across the Microsoft Search Network, which includes Bing, Yahoo, AOL, and partner sites such as MSN, Outlook, and the Microsoft Edge browser. While Google dominates the search engine market, Microsoft holds a significant share, particularly in the UK, accounting for 24% of the PC search market.
The Microsoft Ads audience is distinct from Google’s, with a higher concentration of professionals, decision-makers, and affluent individuals, with:
43% of users aged over 45.
35% of users from households in the top income quartile.
These users often demonstrate higher intent, leading to better conversion rates. For example, in our campaigns for cruise clients, Microsoft Ads consistently outperformed Google Ads, delivering a 22% higher return on ad spend (ROAS) and a 115% higher conversion rate (Accord data, October 2024).
Key benefits of Microsoft Ads
Superior performance
Microsoft Ads consistently delivers high-performing campaigns, especially for sectors such as travel, hospitality and luxury goods. The platform’s highly engaged audience translates to better conversion rates and a stronger ROAS.
Lower cost-per-click (CPC)
With less competition than Google, Microsoft Ads often provides a lower CPC, making it a cost-effective option. Unlike Google Ads, which has seen rising CPCs in recent years, Microsoft’s costs have remained relatively stable.
Advanced audience targeting
Microsoft Ads goes beyond standard demographic and geographic targeting with LinkedIn profile integration. This feature allows advertisers to target audiences based on job titles, companies, or industries, making it particularly valuable for B2B campaigns.
Cross-platform reach
Advertising on Microsoft extends beyond search engines to a wide ecosystem, including Windows devices, Xbox, and LinkedIn. This cross-platform capability enables advertisers to reach audiences across multiple touchpoints.
Reduced competition
Compared to Google Ads, Microsoft Ads faces less crowded auctions, providing advertisers with greater visibility at lower costs. This advantage is especially useful for smaller businesses looking to maximise their budgets.
Seamless integration with Google Ads
Microsoft Ads simplifies campaign setup by allowing you to import Google Ads campaigns directly into its platform. This makes testing and scaling campaigns across both networks easy with minimal additional effort.
Unique audience
Microsoft’s internal data highlights a unique user base that may not overlap with other platforms:
3 million users not on Amazon.
17 million users not on Facebook.
2 million users not on Google.
17 million users not on Instagram.
9 million users not on YouTube.
Copilot: generative AI integration
The introduction of Copilot to Microsoft Ads is a game-changer, offering generative AI-powered tools such as account diagnostics, asset recommendations, and image creation. These features enhance campaign efficiency and creativity.
A hidden gem for advertisers
Microsoft Ads offers a unique opportunity to diversify your digital marketing strategy, with:
Lower competition and CPCs.
Advanced audience targeting through LinkedIn.
Generative AI tools with Copilot.
Access to a high-value, engaged audience.
While Microsoft may not match Google’s overall reach, it delivers significant value through better targeting, higher conversion rates, and cost-effective advertising options.
At Accord, we’ve leveraged Microsoft Ads to achieve outstanding results for our clients, earning us Microsoft Ads Select Partner status. If you’re ready to expand your digital footprint, please get in touch with Dan Ward at daniel.ward@accordmarketing.com.
Simon Steer
Simon is Accord’s Head of Paid Digital team. Always at the forefront of how the paid digital landscape is changing, Simon helps clients adapt to ensure the greatest return on their marketing investment.
