Where the ads show
Microsoft search ads can appear on Bing, Yahoo, AOL, DuckDuckGo, Ecosia and other partners. Ads can also appear on Microsoft sites like MSN and in the Edge browser.
Microsoft vs Google
- Smaller search audience
- Often lower cost per click
- Strong on desktop searches
- Fewer advertisers to outbid
- Most search volume by far
- Usually higher click prices
- Strong on mobile searches
- More competition in most trades
When to add it
Add Microsoft once Google Ads works and you want more leads at a similar cost. It suits businesses whose buyers search at work or on desktop computers, like B2B services, legal and home improvement. A small test budget shows quickly whether it pays.
Start from your Google campaigns
- ImportCopy proven Google campaigns into Microsoft.
- CheckFix settings that did not carry over.
- TrackAdd the UET tag and conversion goals.
- AdjustSet bids for Microsoft's own prices.
Microsoft notes that a scheduled import can overwrite changes you make later. Pause it once you start editing campaigns on Microsoft directly.
Good example. An accounting firm imports its best Google campaigns, adds UET tracking and gets leads at a lower cost.
Bad example. A firm imports everything once, never checks the settings and lets broad keywords run untracked.
Our PPC management can add Microsoft Advertising once Google runs well.