Why You Should Run Ads on Search Engines
If you're not running ads on search engines, you're missing out on a huge opportunity to reach new customers. Search engine advertising is one of the most effective ways to reach potential customers who are actively looking for what you have to offer. And when it comes to search engine advertising, Microsoft Ads (formerly known as Bing Ads) is a great option.
What are PPC Ads?
PPC stands for pay-per-click ads, which means you're only charged when someone clicks on your ad. This makes PPC a very effective way to reach potential customers since you're only paying for results.
PPC vs CPC
PPC and CPC are often used interchangeably, but they're actually two different things. PPC is the amount you pay per click, while CPC is the cost-per-click. The CPC is the actual amount you're charged per click, while the PPC is the maximum amount you're willing to pay per click.
Where to Run Your PPC Ad Campaigns
Now that you know a little more about PPC and CPC, it's time to decide where to run your ad campaigns. There are a few different options when it comes to search engine advertising. Options for places to run PPC ad campaigns include :
- Google Ads
- Microsoft Ads
- Yahoo! Gemini
- Amazon Advertising
- Baidu Advertising
Each option has its own pros and cons, so it's important to do your research before deciding where to run your ad campaigns.
Choices, Choices, Choices
At the end of the day, there are two important platforms for running successful PPC ad campaigns today.
The first one is Google Ads. It's a popular platform for advertising, but did you know that Microsoft also has an advertising platform called Bing Ads? Microsoft Ads and Google Ads are the two biggest players in the search engine advertising space. So, which one should you use? Both Microsoft Ads and Google Ads have their pros and cons, so it depends on your specific needs.
Google Ads vs Microsoft Ads
When it comes to advertising platforms, Google Ads is the most popular choice for businesses. However, Bing Ads should not be overlooked. In fact, Microsoft Ads can be a great way to reach new customers, as it has over 150 million unique monthly searches in the US alone!
Microsoft Ads also offers some features that Google Ads does not, such as the ability to target users by their interests and demographics. This means that you can specifically target your ads to reach the people who are most likely to be interested in your products or services.
Advantages of Google Ads over Microsoft Ads (formerly known as Bing Ads)
First off: what is that Bing Search Engine? Well, what was formerly Bing Ads is called Microsoft Ads today.
Bing is a search engine that's owned by Microsoft. It has a market share of about 33% in the United States.
That may not sound like much, but in terms of sheer numbers, that's a lot of people! In fact, Bing is the second largest search engine in the world after Google.
Bing also powers the search results for Yahoo!, so when you include Yahoo!'s market share, Bing actually has a combined market share of about 50%.
That's a pretty big chunk of the search engine market, and it's one reason why you should consider running ads on what used to be called "Bing Ads" and is Microsoft Ads.
Another reason to run ads on Microsoft Ads is that it can be less expensive than Google Ads. In general, the CPC for Bing Ads is lower than the CPC for Google Ads.
There's a reason why Google Ads rules the PPC ad market - it has a lot to offer and is extremely powerful. Here are some advantages that Google Ads has over Microsoft Ads:
- More traffic. Google is the most popular search engine by far, so you'll get more traffic if you run your ads on Google than on any other platform. This also means that there are more options for keyword targeting.
- More features. Google Ads offers a lot of features and options that Microsoft Ads does not, such as ad customizers, callout extensions, and negative keyword lists.
- More control. With Google Ads, you have more control over your ad campaigns. You can set a daily budget, choose where your ads appear, and track your results to see what's working and what's not.
Advantages of Microsoft Ads over Google Ads
But while Google Ads Campaigns certainly have their strength, let's not discard the Microsoft Search Network. Although Google Ads is the more popular choice, that doesn't mean that Microsoft Ads isn't worth considering. Here are some advantages that Microsoft Ads has over Google Ads:
- Lower costs. Because there's less competition on Microsoft Ads, you can often get your ads in front of potential customers at a lower cost-per-click (CPC).
- Reach new customers. As we mentioned before, Microsoft Ads offers some features that Google Ads does not. One of these is the ability to target users by their interests and demographics. This means you can reach new customers who might be interested in your products or services but wouldn't necessarily be searching for them on Google.
- More targeted ads. With Microsoft Ads, you can create more targeted ads that are relevant to the user's search query. This increases the chances of your ad being clicked on and ultimately leads to more conversions.
Which is Better: Google Ads or Microsoft Ads?
So, which is better - Google Ads or Microsoft Ads? The answer depends on your specific needs and goals. If you're looking for more traffic and more features, then Google Ads is the way to go. However, if you're looking to reach new customers at a lower cost, then Microsoft Ads might be a better choice. Whichever platform you choose, make sure you do your research and set up your campaign correctly to ensure success.
Both Google Ads and Microsoft Ads have their pros and cons, but which one is the right choice for your business? It depends on your specific needs. If you're looking for more traffic and more features, then Google Ads is the way to go. However, if you're looking to reach new customers at a lower cost, then Microsoft Ads might be a better choice. Whichever platform you choose, make sure you do your research and set up your campaign correctly to ensure success.
At the end of the day, Microsoft Advertising is a powerful tool that you should consider. It offers some unique features and advantages that can help you reach your advertising goals. So, if you're looking for a new way to reach potential customers, be sure to give Microsoft Advertising a try!
How to Get Started With Ad Campaigns
Now that you know some of the advantages of Microsoft Ads, you might be wondering how to get started. Here's a quick overview of the steps you'll need to take to set up your campaign:
- Choose your keywords. Keyword research is essential for any advertising campaign, and Microsoft Ads is no exception. Use the keyword planner tool to find relevant keywords for your business and make a list of the ones you want to target.
- Set your budget. Once you've chosen your keywords, it's time to set your budget. Determine how much you're willing to spend on each keyword per day and set your bid accordingly.
- Write your ad copy. Now it's time to write your ad copy. Keep it short, clear, and relevant to the keywords you're targeting. Include a call to action and make sure your landing page is optimized for conversions.
- Test, measure, and adjust. Last but not least, don't forget to test, measure, and adjust your campaign as needed. Try different ad copy and landing pages to see what works best for your conversion.
- Monitor your results. The final step is to monitor your results and adjust your campaign accordingly. Track your click-through rate (CTR) and conversion rate to see how your campaign is performing. If you're not happy with the results, make changes until you find a winning formula.
What Is a Bid Strategy?
A bid strategy is a method you use to determine how much you're willing to pay for each click on your ad. There are many different bid strategies available, and the one you choose will depend on your goals and budget. Some common bid strategies include:
- Target CPA (cost per acquisition). With this strategy, you set a maximum amount you're willing to pay for each conversion. The platform will then automatically adjust your bids to try and reach your target CPA.
- Target ROAS (return on ad spend). With this strategy, you set the desired return on ad spend (ROAS) percentage. The platform will then automatically adjust your bids to try and reach your target ROAS.
- Maximum CPC (cost per click). With this strategy, you set a maximum amount you're willing to pay for each click on your ad. The platform will then automatically adjust your bids to try and stay within your budget.
- Manual bidding. With this strategy, you manually set the amount you're willing to pay for each click on your ad. This gives you more control over your budget but requires more ongoing maintenance.
Choose the Right Campaign Type
Once you've chosen your bid strategy, it's time to select the right campaign type. There are many different types of campaigns available, and the one you choose will depend on your goals. Some common campaign types include:
- Search campaigns. Search ads are the most common type of campaign and are used to target people who are actively searching for your products or services.
- Display campaigns. These campaigns show your ads on websites, apps, and videos across the Microsoft network. They're a good way to raise awareness of your brand and reach potential customers who might not be actively searching for your products or services.
- Shopping campaigns. These campaigns are used to promote products on your website and drive traffic to your online store. They're a good way to increase sales and reach potential customers who are interested in what you have to offer.
- Video campaigns. These campaigns are used to promote videos on YouTube and other video-sharing platforms. They're a good way to increase views and reach potential customers who might be interested in your products or services.
Target the Right Audience
Once you've chosen your campaign type, it's time to target the right audience. There are many different ways to target an audience, and the one you choose will depend on your goals. Some common audience targeting options include:
- Keywords. You can target people based on the keywords they've searched for. This is a good way to reach potential customers who are actively interested in what you have to offer.
- Demographics. You can target people based on their age, gender, location, and other factors. This is a good way to reach potential customers who might be interested in your products or services.
- Interests. You can target people based on their interests and hobbies. This is a good way to reach potential customers who might be interested in your products or services.
- Behaviors. You can target people based on their past behaviors and actions. This is a good way to reach potential customers who might be interested in your products or services.
- Search Intent. And finally, you want to make sure you're targeting people with the right search intent. This is the purpose of their search, and it can be either informational (they're looking for information about a topic), navigational (they're looking for a specific website or page), or transactional (they're looking to buy something). Targeting people with the right search intent will help you get the most out of your campaign and reach potential customers who are more likely to convert.
What are Text Ads vs. Image Ads vs. Video Ads?
Once you've targeted the right audience, it's time to create your ad campaign. Microsoft Ads offers many different ad types, and the one you choose will depend on your goals. Some common ad types include:
- Text ads. These are the most common type of ads and are used to promote your products or services with text.
- Image ads. These ads are used to promote your products or services with images.
- Video ads. These ads are used to promote your products or services with videos.
- Rich media ads. These ads are used to promote your products or services with rich media, such as images, videos, and interactive elements.
Creating Your Microsoft Ad Account
Creating a Microsoft Advertising account is simple and only takes a few minutes. You can use your existing Microsoft account, or you can create a new one. Once you have logged in, you will be taken to the main campaign page. Here, you can either create a new campaign or import an existing one from Google Ads. We recommend starting with a new campaign so that you can get the most out of Microsoft Ads’ features. Setting up a new Microsoft Advertising account also lets you use Microsoft advertising more effectively because you can take advantage of all the features and settings that are available.
Creating Your Microsoft Ads Campaign
When creating your campaign, you will be asked to choose a name and a start date. You will also need to set a budget for your campaign. We recommend starting with a small budget and gradually increasing it as you see results. Once you have created your campaign, you can start adding ad groups.
Ad groups are a collection of ads that share the same keywords and settings. We recommend creating one ad group for each product or service that you offer. This will help you to keep your campaigns organized and make it easier to track results.
When creating your ads, be sure to include relevant keywords and a call to action. Your ads should be clear and concise so that your audience knows what you are offering. You can also include images or videos in your ads to make them more engaging.
Targeting Your Audience
Microsoft Ads offers a variety of targeting options to help you reach your target audience. You can target by location, age, gender, interests, and more. Be sure to experiment with different targeting options to find what works best for your business.
Monitoring Your Campaign
Once your campaign is up and running, be sure to monitor it regularly. You can view your campaign’s performance by clicking on the “Campaigns” tab at the top of the page. Here, you can see how many impressions, clicks, and conversions your campaign has generated. You can also view your click-through rate (CTR) and the average cost per click (CPC).
Also keep an eye on conversion tracking, meaning setting up goals in Google Analytics and/or importing e-commerce sales to see if your campaign is driving ROI. If not, don't be afraid to pause it, make changes, or try a different approach.
Search engine marketing and search advertising can be powerful additions to your marketing and successful campaigns in paid search can give you great ROI on your marketing dollars. Whether you're looking to give your business a boost with a Bing ad by targeting Bing users or by running ads on Microsoft's partner sites, a well-executed Bing Ads campaign on the right advertising networks can make key differences in your marketing. But getting campaigns set up and running isn't always easy. You need to understand buyer personas, and keyword themes, use a keyword research tool, negative keywords, and target the right target keywords. In addition, you must do everything from keyword bidding to managing the advertising budget and coming up with a creative way the ad appears. If all this sounds like a lot and you're looking for professional help, please reach out to us. We've successfully been running high-performing Google ads and Microsoft advertising campaigns for dozens of clients and we'd love to show you how we can drive successful campaigns for your business!