Posted on May 20, 2021

Microsoft ads can be an incredibly beneficial addition to your online advertising campaigns...

Bing Ads, now referred to as Microsoft Ads after the rebrand in April 2019, provides businesses with more ways to reach their target audience using advertising campaigns.


While many businesses favour the rival Google advertising platform, Microsoft ads are experiencing a resurgence as of late, making them valuable and insightful online marketing tools for businesses looking to expand their reach.


If you’re interested in utilising Microsoft ads for your business, we’re here to help. With our best practice guide, we’ll outline everything you need to know to ensure you’re using this tool effectively to bring in the best possible results.



What are Microsoft Ads?


If you’re new to the world of online advertising, then Microsoft ads might be a relatively new term to you. They allow businesses to build targeted adverts that can target users across Microsoft’s Search and Audience Network.


For example, if you’re a home interiors company looking to sell products online, you can use Microsoft Ads to advertise your products to your target audience, which can help to generate more awareness of your brand and its products, and in turn, generate more sales.



How to create Microsoft Ads


Perhaps the most important thing to know is how to create Microsoft ads. Here is a quick and simple step by step guide that tells you exactly how to set up your Microsoft ads.


If you already have a Google Ads account:


  • Either sign in to your Microsoft Ads account, or create a new account.
  • Click “import campaigns”.
  • Then, select “import from Google Ads”.
  • Sign in to your Google Ads account
  • Choose whether to import all your campaigns or a select few. If you have any high performing campaigns on Google Ads, we recommend importing these.
  • Select which information you’d like to import, then click “import”.


Setting up Microsoft Ads from scratch:


  • As above, either sign into your Microsoft Ads account or create a new account.
  • Now, create a new campaign.
  • From the options, select your goals – these can be things such as website visits or conversions.
  • Set the basic campaign settings – e.g. campaign name and location.
  • Create your ad groups – Each ad group should focus on a specific theme to ensure the keywords inside that group are highly focused.
  • Add ad extensions – these can include sitelink and call extensions.
  • Set your budget and ad group bids – we always recommend starting small if you’re unsure, then working your way up, especially if you’re seeing positive results.
  • Enter your payment details and then you’re done.


While creating Microsoft ads may seem relatively easy, it can sometimes be simpler to rely on the services of professionals to ensure your ads are set up to be as effective as possible, and we offer PPC management to do exactly that.


Online ads


What is the difference between Microsoft Ads and Google AdWords?


While Microsoft ads are very similar to Google ads, there are some key differences to be aware of. For example:


  • Bids and budget – While both platforms allow you to manage campaign spending on a daily basis, bid minimums and budget requirements can drastically differ between the two platforms.
  • Targeting – both platforms approach targeting in different ways, so there is a high chance your targeting settings won’t transfer over to Microsoft ads.
  • Negative keywords – Since Microsoft advertising doesn’t recognise broad match negative keywords, you’ll need to make the appropriate changes if your campaigns currently use them. If not, they will be treated as phrase match negative keywords.


Does Bing do display ads?


You may be interested to know if Bing (Microsoft) ads do display ads. The answer is yes – Bing (Microsoft) has a display network that allows you to run display ads as part of your advertising campaigns. This includes display, mobile, video, and native.





Our top tips for Microsoft Ads


Now you know the basics, here are some of our top tips, tricks, and best practices.


  • Understand the audience – predominantly, Microsoft users are aged between 35 – 64. If this is in line with your own target audience, then opting to advertise on Microsoft may be more beneficial for your business.
  • Set a large enough audience size – If your audience is small, generating less than 10,000 website visitors a month, then you may be losing out on that essential volume. Unless you’re having success with your niche targeting, try to expand your audience reach.
  • Start your bidding at £1.50 – based on Microsoft’s own recommendations, start out by bidding at £1.50. This can generate some good traffic without you needing to heavily invest.
  • Run at least three image ads – in a competitive online environment, it’s often strong imagery that can grab the attention of users and encourage them to interact with your brand. We recommend creating at least three ads per ad group and using lifestyle images, as we find these often perform better. However, this may depend on your product and industry, so play around to see what works for you.


Are you ready to start using Microsoft ads?

If you’re looking to start using Microsoft ads in your business, it can be beneficial to boost your knowledge of all-things PPC. We offer PPC training courses ranging from beginner to advanced.


Alternatively, please feel free to contact us today to learn more about our services, including our ecommerce solutions, to find out how we can help you accelerate your business growth online.

Interested in seeing our Diginius Insight software in action?

To request an online demo, please give us a call on +44 (0) 207 267 9322. Or use the form below and a member of our customer growth team will get in touch.