Wondering how Microsoft comes into the world of PPC Advertising?
I know we talk about Google a lot, but there are some great innovations going on at Microsoft too; and we think 2023 is the year of customers benefiting from these innovations!
Google Ads (previously known as Google AdWords) and Microsoft Ads (previously known as Bing Ads) are both advertising platforms that PPC experts are very familiar with. If you are new to PPC Advertising then fear not, our experts are here for you, and right now the one to watch is Microsoft Advertising.
The main difference between the two platforms is the audience they reach. Google Ads reach a larger audience as it dominates the search engine market and has a vast display and video (YouTube) network. Microsoft Ads on the other hand reaches a smaller, but still significant, audience through its search engine, Bing, and other partner sites.
So, what's going on at Microsoft that's worth keeping an eye on? We'll break down some of their 2023 innovations:
A development which we are sure needs little introduction is the lower cost ad-supported subscription plan which Netflix are working on. Microsoft are the chosen partner to help implement the move to ads on the streaming giant. With Netflix being a leading provider of streaming video and television content, this is an important development for Microsoft, allowing a pathway into major audience exposure for video ads.
First off, there’s the various campaign integrations. For those who have delved into the world of Facebook Ads, Microsoft have enabled the ability for you to save time in recreating the same setup through extending their reach across the Microsoft Audience Network. Pinterest campaigns are also available for similar quick and easy importing while another integration with LinkedIn offers the ability to target highly relevant audiences based on their LinkedIn profile. This is unique to Microsoft Ads, and with a few tweaks to the current targeting options, this partnership could provide a good solution for B2B targeting challenges.
Microsoft Ads still offer a simplified interface and lower cost per click, making it a more cost-effective option for some businesses. Microsoft are continuing to develop their interface and ad offerings as well as a strong portfolio of integrations and acquisitions which could narrow the gap even further this year.
Next up are the array of Vertical Ads that are available in Microsoft Ads. Vertical Ads are a real plus and essentially stem from feed files which can be uploaded allowing the ability to showcase specific and highly relevant details from various verticals in a way that just feels right for qualifying user interest. Examples include automotive ads which can display pictures of vehicles alongside price, age, fuel type mileage, location and so on. Other options include credit card ads, cruise ads, health insurance ads, professional services ads, tours and activities ads with more to come.
Finally, there’s the rumoured acquisition of OpenAI which of course includes the incredible AI powered language model ‘ChatGPT’. This could be a gamechanger when it comes to attracting new users to Microsoft Ads as Microsoft is already incorporating this advanced technology into its products. Those who are familiar with the model will be well aware of its capabilities. Just imagine having AI powered ad copy suggestions for any campaign at the click of a button!
With all these exciting updates coming for Microsoft, what’s happening with Google? Our experts share why we think Google will continue to enjoy its current position:
This is an industry that is constantly changing and neither platform are showing signs of slowing down. With lots of investment in PPC technology, new tools are always on the rise, ideal for advertisers looking to grow their digital audience. If you are unsure what platform is right for you, speak to our PPC experts who stay ahead of the trends and new features which could benefit your business.
What are you waiting for?