Although many marketing professionals treat Google Ads as their first and primary paid digital advertising platform, it is far from the only option. Microsoft Advertising, formerly Bing Ads, has also become a strategic channel for organizations that cater to B2B and B2G professionals. Although the functionality and reach of Microsoft Advertising pay-per-click (PPC) campaigns diverge in crucial ways from Google’s, these distinctions can power new growth at your organization. Specifically, they encourage brand awareness, generate leads, and engage decision-makers through previously untargeted channels.
Washington, DC, business owners looking to maximize their digital reach can rely on KME.digital for expert support across both Google and Microsoft advertising platforms. From strategic keyword targeting to campaign optimization and performance tracking, our digital marketing team has deep experience managing paid media that applies it to drive measurable results. Call (703) 585-3321 to learn how we can fine-tune your digital marketing strategy.
Below, we explore paid advertising opportunities on Bing, particularly how its platform differs from Google Ads:
What is Microsoft Advertising?
Microsoft Advertising is a pay-per-click (PPC) platform that places ads across the Microsoft Search Network, including Bing, Yahoo, AOL, and other partner websites. Like Google Ads, it allows advertisers to bid on keywords, create ad campaigns, and reach users through search engine results pages (SERPs). However, the platform’s proprietary placement in Microsoft’s ecosystem (including LinkedIn, MSN, and Windows devices) offers ad-targeting capabilities that other platforms cannot match.
Microsoft Advertising’s Capabilities vs. Google Ads’
User Interface & Tools While both platforms have intuitive user interfaces and campaign-building tools, Microsoft Advertising provides a streamlined, user-friendly design that simplifies campaign creation and management. Its powerful features include AI-driven recommendations, predictive targeting, and advanced reporting tools, which enable real-time optimizations based on actionable insights. Additionally, Microsoft’s interface offers customization options for reporting, which empowers marketers to track key performance metrics tailored to their specific goals. Google offers similar functionality through Google Ads and Google Analytics. Users can create and manage campaigns, access basic audience targeting options, and view performance data. Google Ads also supports multiple ad formats and provides standard tools for tracking conversions and measuring campaign results.
Integrations & Partnerships
Microsoft Advertising gives users access to a wide audience thanks to the company’s powerful and integrated ecosystem. Your ads can reach Windows PC, Microsoft Edge, Outlook, Office, Xbox, and LinkedIn users – many of which professionals and consumers utilize daily. Furthermore, Microsoft ads can reach search engines like Yahoo and DuckDuckGo because Bing powers searches on these portals. With the addition of OpenAI’s ChatGPT to Bing, Microsoft has enhanced the search experience and extended its influence to a global user base.
Although Google Ads’ reach includes popular platforms like YouTube and Google’s display network, Microsoft Advertising stands out thanks to the professional orientation of its customer base. If you’re targeting corporate or government buyers, Microsoft offers the strategic advantage you need to make meaningful connections.
Demographic Segmentation
Both Google Ads and Microsoft Advertising offer demographic segmentation, allowing advertisers to target audiences based on age, gender, income level, geographic location, and other factors. These capabilities enable you to tailor campaigns to specific market segments, whether general consumers or more defined audience groups. Google Ads also includes behavioral targeting through in-market audiences, which works well for broad B2C reach but is less precise for professional targeting.
Microsoft Advertising, however, goes a step further by combining standard demographic filters with exclusive access to LinkedIn profile data. This integration allows you to target users based on professional attributes, giving you a strategic advantage when marketing to corporate and government decision-makers.
The Unique Benefits of Microsoft Paid Advertising
Although Microsoft Advertising offers the greatest value for businesses targeting government buyers or corporate decision-makers, it can also enhance advertisers’ efforts when applied strategically. The platform’s compelling benefits include:
Low CPC and Competition Since fewer businesses advertise on Microsoft’s network than on Google, those that do enjoy lower cost-per-click (CPC) rates and less competition for high-value keywords. Indeed, Microsoft Advertising’s CPC hovers around $1.54, while Google Ads averages $2.69. This price difference allows Bing advertisers to stretch their budgets further, gain more visibility, and earn better ad placements than they would on Google’s properties.
Reaching High-Intent Users on Microsoft Products Microsoft has dominated workplace software and hardware for so long that many enterprise and government professionals use it by default. Therefore, businesses targeting these industries would do well to leverage Microsoft Advertising. As mentioned above, Microsoft ads appear for Edge, Outlook, Xbox, and other Microsoft product users. As a result, your ads are more likely to be seen by executive-level corporate users who could use your products and services, leading to strong conversion rates in B2G and B2B sectors.Microsoft Advertising also provides businesses that use its products and solutions with streamlined integration for enhanced campaign management and retargeting. For instance, you can retarget audiences based on past impressions or activity across Microsoft-owned platforms, creating more cohesive and personalized ad designs.
Targeted Messaging Although Google Ads’ reach includes popular platforms like YouTube and Google’s display network, Microsoft Advertising stands out thanks to the professional orientation of its customer base. The majority of Bing’s reported audience is US-based, mature (averaging 45 years old), and affluent – traits that align with the demographics of professional decision-makers in the public and private sectors. Therefore, the Microsoft Advertising audience includes B2G and B2B pros with budget authority or influence over procurement decisions.On top of this, the platform offers LinkedIn profile targeting. This integration allows you to reach audiences based on job title, company, industry, and other professional characteristics. Such a tool enables you to run laser-focused B2B campaigns and connect directly with individuals driving purchasing decisions.
The Future of Digital Advertising: How Microsoft is Leveraging AI
Microsoft has not let recent advancements in AI technology go to waste. Specifically, the company’s partnership with OpenAI led to the creation of Microsoft’s Copilot AI assistant, which it has integrated into the Microsoft Advertising platform. This tool enables marketers to automate campaign creation, generate creative assets, and receive AI-driven performance recommendations. Microsoft’s AI-forward vision and professional user base have made it a strong contender in the paid advertising space and helped it gain ground on Google’s iron grip over the search engine market.
Reach Your Audience with PPC Advertising in Washington, DC
If your Washington, DC, business operates in the B2B or B2G space, Bing Ads can be a strategic addition to your digital marketing efforts. From lower CPCs to access to high-intent, professional audiences, Bing Ads offers a cost-effective and targeted alternative to Google. Partner with KME.digital for data-driven pay-per-click campaigns designed to convert your ideal buyers. Call (703) 585-3321 to learn how our team can extend your reach with Microsoft Advertising!
