Microsoft Ads (Formerly Bing Ads) Overview
Often Overlooked = Great Value
Advantages of Microsoft Ads (vs. Google Ads)
- Lower Cost – Many advertisers focus solely on Google. As a result, there is less competition on Microsoft Ads, and the cost for clicks is generally significantly lower than Google Ads.
- Desirable Demographics – Studies show that the audience using Microsoft Ads is a bit older, more educated, and more wealthy than Google users. If your target market is someone a little bit older with wealth, Microsoft Ads is worth trying.
How Microsoft Ads Work
You’ll bid on keywords related to the services that you offer. When prospects go on Bing and enter search terms closely related to your keywords, an ad for your business appears.
For best results, your ad and landing page must closely match the user’s search. The landing page should make it clear that you’re able to solve their problem.
What is Microsoft Ads Management?
Most clients that wish to participate in Microsoft Ads already have an existing ad campaign in Google. What we do is port the Google Ads campaign over to Microsoft. Ad campaigns for the two advertisers aren’t wholly compatible. There are a few critical changes that we take into account:
- Geographical Targeting – Microsoft Ads and Google Ads don’t have identical geographic targeting options. After migrating the campaign from Google to Microsoft, we then validate that the geotargeting is set up correctly and adjust as needed. Many advertisers get burned by using Microsoft’s automated Google Import tools – only to find that their ad territory has expanded to the entire planet – destroying their advertising budget. We eliminate this worry for advertisers.
- Keyword Bidding – The competition in Microsoft Ads is generally less intense with lower keyword click costs. A click in Microsoft should cost less than a click on the same keyword in Google due to less competition. We lower bids to account for this difference. We then monitor keyword activity closely after the ad campaign goes live to make sure that we’re getting excellent performance.
- Feature Changes – Google Ads frequently introduces new features to its advertising platform that aren’t compatible with Microsoft Ads. For any of these features, we ensure that nothing “breaks” when we move campaigns to the Microsoft Ads platform.
Precise Ad Targeting
Geographic Location Targeting
With Microsoft advertising, you can target the country, state, city, and even zip code level. If you have a physical office or storefront, you can also set up an advertising radius around your location, and only prospects within that radius will be eligible to see your ad.
When to Run Ads
For many businesses, especially local service businesses, you only want people to see your ad and call you when your staff is ready and available to take their call. If your hours are M-F, 8-5, you don’t want to show your ad on weekends or after hours. You can vary this schedule daily to ensure the best results.
Targeting by Device (Smartphones / Desktops / Tablets)
Depending on your service offerings, your prospects may convert better on smartphones vs desktop (or vice versa). The great thing about Microsoft Ads is that you can adjust your keyword bids based on the searcher’s device.
Age and Gender Targeting
If we discover that bing searchers of a certain age or sex perform particularly well (or particularly poorly) – we will adjust bids based on demographics. This targeting is crucial for Bing users, as it may differ significantly from Google Ads campaigns due to the differences in user base between the two search engines.
We do our best to break out spam calls, calls under one minute, and brand-related searches so that you can adequately measure the effectiveness of your ad campaigns.
Our reporting lets you know how you’re performing relative to your monthly budget. Based on performance, during the month, we may increase or decrease the ad spend to meet your budget goals.
Conversion Tracking & Reporting
Also within our reporting is conversion tracking. Within reports, you’ll see all lead data. Those who fill out forms or call you count towards the lead total.
A Web Page That Converts Prospects Into Leads
Microsoft Ads Management: What to Look For
Who Owns Your Microsoft Ads Account?
With FlexLeads, we work within your account. While we provide timely, informative reporting, you still can go into your ad account to review activity.
We think it is vital that you own the account and have full access to all the data within it.
It is your ad account, you have full access to all campaign data. You should know the searches that are leading to conversions by clients and customers.
In addition to data, costs should be transparent. Many agencies charge an advertising fee every month. Customers are frequently confused as to how their monthly payment is split between advertising platforms and the managing agency.
You’ll always know where you’re spending your ad money as we make it very clear within our advertising agreement.
Be Kept in the Loop
Microsoft Ads Management Pricing
Without learning more about your business, your goals, and your requirements we can’t come up with a solution that best meets your needs.
Once we have a chance to establish what you need, we’re able to offer flat-rate monthly pricing for Microsoft Ads management Services.
Flat Monthly Fee
Note that for all Microsoft Ads management projects, you will be working with a dedicated US-based account representative with 10+ years of experience.
Microsoft Ad Costs
Ad costs range anywhere from $100 and $1,000 per month for local service businesses.