How Effective Are Microsoft Ads Compared To Google Ads

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Google Adsense is a program is run by Google. The program allows the publishers around the Google network of content sites to offer automatic text, video, images, advertisements to name a few. All of this is directly targetted towards the site content and the audience.

What is Microsoft Advertising? (formerly Bing Ads)

Last year in 2019, Microsoft announced the rebranding of Bing Ads by changing the name to Microsoft Advertising. The rebrand is focusing on AI and rationalization. Microsoft Advertising is a global platform for all search advertising campaigns on the Bing, AOL, and Yahoo networks. It allows users to manage campaigns and achieve marketing goals.

What is Google Ads?

Google Ads, formerly known as Google Adwords, is Google’s online advertising platform. The network is divided into two groups:

  • The Search Network: Advertisers put text advertisements on the results page of the search engine.
  • The Display Network: Advertisers put display ads around the internet on a large number of websites.

Advantages of using Microsoft Ads

When it comes to PPC advertising, the first platform that springs to mind is often Google Ads. But there are so many PPC platforms out there with their own unique benefits and one of the best Google Ads alternatives is Microsoft Ads.

Here are some of the main benefits to using the platform.


Depending on your budget, using Microsoft Ads are often less expensive than Google Ads. this is often due to its cheaper CPC (cost-per-click). Figures vary but CPCs can differ anywhere from 32.5% to 60.2% but Google Ads. If you’re on a decent budget, you’ve got to be meticulous together with your bid management so Microsoft Ads could be the answer .

Less competition

Generally, Microsoft faces less competition on its keywords. This helps lower your CPC (cost-per-click), which suggests you’re paying less to focus on a demographic with more income . consistent with TheeDigital, campaigns on Microsoft Advertising face approximately 36% less competition than Google Ads.

Market share

When it involves search, Google rules the roost. But Microsoft Search Network makes the foremost of its smaller market share (the following data is courtesy of Com-score q Search from December 2019, global desktop traffic only):

  • 12.2 billion monthly desktop searches
  • 592 million unique desktop users
  • 11.5% desktop market share

This is an enormous opportunity for niche advertisers when combined with smaller competition and lower CPCs on Microsoft Ads.

Target audiences

Microsoft Ads leverages the facility of Bing search, as Google Ads does with Google. But their target audiences differ. For Bing, nearly 75% of users are over the age of 35 and around 50% have an income of $75,000 or more. For sellers of luxury items, this is often perfect.

Bing users have a better income and that they spend it too – on the average , Bing users spend 22% more on purchases than the other program .

Microsoft Ads also features a sort of audience targeting called In-market Audiences that uses customer lists containing users able to buy supported purchase intent and where they’ve clicked on Bing. Using these sorts of features can have a serious effect on the success of a PPC campaign, as Australian online marketplace MyDeal acknowledged . By using In-market Audiences, they saw a 389% YoY (year-on-year) rise in conversions.

Device targeting

Microsoft Ads has the advantage over Google Ads when it involves device targeting. Bing allows a corporation to focus on a consumer supported the precise device they’re using, also because the OS installed thereon . Similarly, Microsoft Ads target mobile users specifically and permit advertisers the power to discount desktop viewers altogether.

Compatibility with Google Ads

As they assert “if you can’t beat ’em, join ’em” – Microsoft Ads allows you to import an existing Google Ads campaign into its platform in a matter of clicks. That saves you having to manually recreate a successful campaign.

Re-marketing produces higher conversion rates

In a Microsoft case study, remarketing was recommended for a campaign for short-term loan company, Lending Stream. the thought was to retarget users who had engaged with their site before and obtain them to return and convert. The result was a conversion rate increase by 80% and a CPA (cost-per-acquisition) decrease of 77%.

Disadvantages of using Microsoft Ads


Of course, one among the most drawbacks of using Microsoft Ads is their limited reach, compared to Google Ads. Google has more of a dominant position over the web advertising market – indeed, they control a minimum of 93% of the search market – and most businesses will look to use Google Ads due to its popularity, no matter its success or failure.

However, Microsoft Ads can reach an honest portion of online users too, and easily choosing to not make use of Bing ads are often a nasty idea. Over 5 billion searches per month are conducted via Bing, and a minimum of 63 million people in Bing’s user base aren’t reached by Google Ads.

Market share

I addressed the benefits of Microsoft’s market share but in terms of program market share, Bing only holds 2.61% compared to Google’s 92.06% (as of May 2020). The gap widens on mobile where 53% of paid-search clicks happen .

While Bing’s market share doesn’t necessarily affect the performance of a Microsoft Ads campaign, it’s worth knowing for larger advertisers with growth-aligned goals.

ROI (return on investment)

By ROI, I ask your return on investment to Google Ads as an advertising platform. consistent with Google, it “conservatively estimated” that for each $1 a business spent on Google Ads, they received $8 in profit through Google Search and Ads.

That’s an 800% ROI just from using Google Ads.

No Customer Match (yet)

Although Customer Match is within the pipeline for Microsoft Ads, it’s still a selected feature to Google Ads and allows advertisers to make and target customers from specific customer lists.

They can do that by uploading contact details like email addresses, and target customers on all of Google’s different networks including Search, Display, YouTube, and Gmail.

No Smart Shopping campaigns

Another Google-specific feature, Smart Shopping combines Shopping Ads with display remarketing to automate the bidding process and ad placement to market products and services across multiple networks.

What’s more, because it uses remarketing audiences, you’re more likely to convert as visitors have already interacted together with your site.

Should you use Microsoft Ads, Google Ads, or both?

You can prefer to use one or the opposite but what about combining the efforts of Microsoft and Google together? in any case , Microsoft Ads allows you to import a Google Ads campaign, therefore the opportunity is already there. Combining the 2 can only increase the effectiveness of Microsoft Ads and Google Ads.

The two biggest PPC ad networks within the world have their own niches and benefits, so it is sensible to use them together if it is sensible to your vertical. And, if you begin off with Google Ads alone then change your mind, you’ll import your Google ads campaign over to Microsoft Ads.

There is a challenge with using both: how are you getting to manage two sorts of ad accounts? Fortunately, Adzooma features a solution. Our online advertising platform allows you to manage both Microsoft and Google Ads accounts under one management screen so you never need to swap between platforms.

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