When it comes to PPC advertising, more and more people are now starting to wake up to Microsoft Advertising® - Formerly Microsoft Advertising Ads® and to think about it as a viable option to use alongside Google. Of course the biggest PPC network with Google AdWords, which people will use to appear on Google searches. This makes sense, seeing as Google is the biggest search engine there is.
But Microsoft Advertising is big too. With 20% of the market (and 30% if you count Yahoo!), this is not an insignificant amount. Moreover, it is a very good idea to make sure that you have advertising on both platforms in case Google ever changes its policies or in case it ever goes down for some reason.
But you shouldn’t just think of Microsoft Advertising as Google’s ‘poor cousin’. You should think of it as a ‘useful addition’.
In some ways, Microsoft Advertising trumps Google. We’ll look at how here and demonstrate why it’s important to make sure that you give Microsoft Advertising the attention it deserves.
Microsoft Advertising is Less Competitive
The first BIG advantage that Microsoft Advertising offers is that it is less competitive. With fewer other advertisers trying to get seen on Microsoft Advertising, that means that there will be less competition for ad spaces. Seeing as PPC works using a ‘bidding system’ this is very good news: it means that you won’t have the price of your CPC driven up through a bidding war.
In turn, that then also means that you’ll get more customers for a cheaper amount. Specifically, you’ll pay 33.5% less for Microsoft Advertising traffic!
Microsoft Advertising Has Better Targeting
Another big advantage of Microsoft Advertising is that it gives you some more precise controls in many ways. This largely relates to the ‘targeting’ that Microsoft Advertising offers.
For example, Microsoft Advertising allows you to target your ads only to people on tablets and smartphones. This can be very useful if you combine it with location targeting as it allows you to target people literally out in the street looking for place to stay, eat or shop.
At the same time, Microsoft Advertising also allows you to target your users based on things like their gender and age. It can do this because it will look at the Microsoft profile associated with the account.
Microsoft Advertising Offers More Control (In Some Areas)
In some ways, Microsoft Advertising also lets you control certain aspects of your ads better.
For example, if you use Microsoft Advertising, then you’ll be able to target based on the time of day. You can control what time of day your ads show and this can then help you to ensure that you’re not showing your ads at 3 am in a specific location.
Microsoft Advertising Has Nice Big Images
Okay, so this isn’t exactly a game-changer… But Microsoft Advertising’s homepage is nice. Go to search Microsoft Advertising and you’ll be greeted by a huge and very attractive ‘photo of the day’. Someday, that beautiful big image could end up being the one thing Google doesn’t have…
It’s unlikely but it could happen!