{"id":1305,"date":"2021-03-26T17:57:24","date_gmt":"2021-03-26T17:57:24","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/learn\/?p=1305"},"modified":"2023-03-01T17:44:50","modified_gmt":"2023-03-01T17:44:50","slug":"are-microsoft-ads-formerly-bing-worth-it-yes-dont-ignore-them","status":"publish","type":"post","link":"https:\/\/dev.digitalposition.com\/resources\/blog\/ppc\/are-microsoft-ads-formerly-bing-worth-it-yes-dont-ignore-them\/","title":{"rendered":"Are Microsoft Ads (formerly Bing) Worth It? Yes, Don\u2019t Ignore Them!"},"content":{"rendered":"

Roughly 40% of the clients Digital Position starts working with don\u2019t have a Microsoft Ads account. Some don\u2019t even think they need Microsoft Ads management<\/a>. Yet, Microsoft Ads runs ads on search engines that command roughly 9% market share (including Yahoo).<\/p>\n

There is a reason we \u201cGoogle\u201d things and we\u2019re not \u201casking Jeeves\u201d anymore. With 3.5 billion daily searches, Google has cemented itself as the number one search engine with long-term staying power. But lurking just behind the humongous Google shadow is Microsoft Ads and you might be surprised to know just how powerful they can be.<\/p>\n

If you\u2019ve got a successful Google Ads account driving profitable revenue for you, why not get a nice little extra boost by largely replicating that success onto another platform?<\/p>\n

Google Ads vs. Microsoft Ads<\/strong><\/h2>\n

While the two platforms share a lot of features and for the most part many successes from Google can also be successful on Microsoft Ads, that\u2019s not always the case. Here are some key differences you need to know going in:<\/p>\n

Microsoft Ads are more Desktop Heavy<\/strong><\/h5>\n

In our portfolio, roughly 67% or 2\/3 of the spend in Microsoft Ads is on desktop. This is in contrast to Google, where we see roughly 52% of our spend on desktop. Google has more market share on mobile devices, and thus, expect your Microsoft Ads campaigns to be more desktop heavy.<\/p>\n

Microsoft Ads are Edge & IE Heavy<\/strong><\/h5>\n

We\u2019re seeing roughly 40% of the traffic coming from Microsoft Ads using Microsoft Edge or Internet Explorer (yikes). This is largely because on Windows machines these browsers have been the default browser. Windows machines hound you about using Edge:<\/p>\n

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If you\u2019re going to run a heavy Microsoft Ads push, make sure you\u2019ve got your website functioning well on these browsers. Nothing worse than sending paid traffic to a broken experience!<\/p>\n

Skews Older<\/strong><\/h5>\n

Microsoft Ads\u2019 audience tends to skew older with the main audience being 55+. This obviously means bad things for Microsoft long-term, but for right now from a marketing perspective it\u2019s actually a good thing to know. If you\u2019re selling something to an older audience, Microsoft Ads actually might perform much better for you than Google!<\/p>\n

So Why Microsoft Ads?<\/strong><\/h2>\n
The Microsoft Search Network Audience Size Stats<\/strong><\/h5>\n

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You might be surprised to hear these statistics about Microsoft (source<\/a>). Remember that although 9% sounds small, it\u2019s still a heck of a lot of people:<\/p>\n