A Comprehensive Guide to Microsoft Ads in 2023
  • October 5, 2023
  • PPC

A Comprehensive Guide to Microsoft Ads in 2023

In today’s competitive digital marketing landscape, businesses are constantly searching for new ways to stand out and grow their online presence. Microsoft Ads, formerly known as Bing Ads, offers a powerful alternative to the dominant Google Ads platform. With unique features, lower costs, and a different audience demographic, Microsoft Ads presents an opportunity to expand your reach and drive results. Dive into this comprehensive guide to learn how Microsoft Ads can help you achieve success in 2023.

Key Takeaways

  • Microsoft Ads provides businesses with an attractive alternative to Google Ads, featuring lower costs and higher CTRs as well as a larger audience demographic.

  • Setting up an account is straightforward and involves linking other platforms like Google Ads for time savings.

  • Successful campaigns require thoughtful preparation such as keyword research, ad creation/optimization, targeting & bid management, tracking & analysis of key metrics for optimization.

Understanding Microsoft Ads: The Basics

Microsoft has developed a pay-per-click (PPC) advertising platform, known as Microsoft Bing Ads, which serves as an enticing alternative to Google Ads for businesses. Studies have shown that Microsoft Bing Ads often have a higher click-through rate (CTR) compared to Google Ads, indicating greater user engagement with the platform’s ads. With Bing holding a 6.7% market share in search results, Microsoft Bing Ads allows advertisers to tap into a different audience that may not be reached through Google Ads alone.

Though similar in many ways, Microsoft Ads and Google Ads have distinct characteristics that make them unique in the digital advertising landscape. When you want to see how Bing Ads compare to Google Ads, consider these key differences:

  1. Microsoft Ads boasts lower costs compared to Google Ads.

  2. Microsoft Ads often has higher click-through rates (CTR) than Google Ads.

  3. Microsoft Ads has a varied audience demographic, making it a viable alternative to Google Ads campaigns.

  4. Microsoft Ads comprises Bing, Yahoo, and AOL search engines, offering a broader reach for advertisements across multiple platforms.

What is Microsoft Advertising?

Originally known as Bing Ads, Microsoft Advertising, formerly Bing Ads, is a PPC platform that includes Bing, Yahoo, and AOL search engines, thus extending the reach of your ads across the Microsoft Search Network. This expanded reach provides access to 63 million searchers not reached by both Google and AdWords, allowing businesses to tap into a different audience and potentially increase search volumes and conversions.

A key benefit that sets Microsoft Advertising apart from Google Ads is its strong targeting capabilities. In particular, Microsoft Ads offers unique targeting options for LinkedIn users, which can be a significant advantage for businesses looking to target professionals or B2B audiences. With lower cost-per-click (CPC) and higher CTR, Microsoft Ads can potentially increase the visibility and engagement of your ads, resulting in more conversions and a better return on investment.

Key Features of Microsoft Ads

A host of features distinguish Microsoft Ads from its competitors, including its integration with the Bing Network. One of the most notable features is LinkedIn targeting, which allows businesses to target users on LinkedIn based on factors such as job function, industry, and company size. This granular targeting capability can be a significant advantage for businesses looking to reach a specific audience, particularly in the B2B search marketing and space.

Another key feature of Microsoft Ads is its lower CPC compared to Google Ads. This lower cost offers the potential to receive more clicks for your budget, enabling you to reach a greater number of potential customers with your Bing Ads account. Additionally, Microsoft Ads has a higher CTR, particularly for shopping and financial services search categories, which may result in more conversions and a better return on investment.

Microsoft Ads vs. Google Ads

While Google Ads remains the dominant player in the PPC advertising landscape, Microsoft Ads presents a viable alternative for businesses looking to diversify their advertising efforts. With a lower CPC, higher CTR, and access to a different audience demographic, Microsoft Ads can potentially offer improved performance and increased conversions compared to Google Ads alone.

For example, Bing users tend to have higher levels of engagement with the websites and the landing page or pages they visit, resulting in higher conversion rates for your ad campaign. Furthermore, Bing Ads provides unique features, such as the ability allowing advertisers to assign different ads to different time zones, which can be managed using the Bing Ads Editor. By leveraging these unique features and benefits, businesses can optimize their Microsoft Advertising campaigns for better results and a greater return on investment.

Setting Up Your Microsoft Advertising Account

A person setting up his Microsoft Advertising Account

The process of setting up a Microsoft Advertising account is simple, involving account creation, dashboard navigation, and linking to platforms like Google Ads. By following a few simple steps, businesses can quickly and easily set up their Microsoft Advertising account and begin reaping the benefits of this powerful advertising platform.

To get started with Microsoft Advertising, follow these steps:

  1. Visit the Microsoft Advertising website.

  2. Sign up for an account using an existing email address or by creating a new one.

  3. Once your account is set up, access the dashboard to create and manage your ad campaigns.

  4. Link your account to other platforms such as Google Ads to import existing campaigns and streamline the advertising process.

Creating an Account

You can create a Microsoft Advertising account by following these steps:

  1. Visit the sign-up page.

  2. Click “Sign up now.”

  3. Follow the on-screen instructions to complete the account setup, providing your name and business location.

Once your account is created, you can start setting up your first campaign campaigns and take advantage of the unique features and benefits offered by Microsoft Advertising.

Navigating the Dashboard

The Microsoft Ads dashboard offers an all-inclusive view of your campaigns, ad groups, and performance metrics, ensuring your ad appears effectively.

To set up your ad campaign, follow these steps:

  1. Navigate to the “Campaigns” page.

  2. Select the “Create Campaign” button.

  3. Set up your ad campaign goal.

  4. Follow the provided instructions to complete the setup process.

This user-friendly interface makes it easy to monitor and manage your Microsoft Advertising campaigns with the help of a Bing Ads Manager.

Linking to Other Platforms

The ability to link your account to other platforms, such default search engine such as Google Ads, is one of the advantages of using Microsoft Advertising. By doing so, you can:

This integration can save time and resources, enabling businesses to focus on optimizing their campaigns for maximum performance and return on investment.

Developing a Successful Microsoft Ads Campaign

A person researching keywords for a Microsoft Ads campaign

Crafting a successful Microsoft Ads campaign necessitates meticulous planning and execution. Key components of a successful campaign include keyword research and selection, ad creation and optimization, and targeting and bid management. By focusing on these crucial areas, businesses can design and implement effective advertising campaigns that drive results and maximize their return on investment.

Firstly, gaining a deep understanding of google search, of your business name, target audience, their needs, and the keywords they might use when searching for similar products or services is fundamental. By conducting thorough keyword research and selecting high-performing, relevant keywords, businesses can optimize their campaigns to reach the right audience and increase the likelihood of conversions through search engine visibility.

Keyword Research and Selection

The success of any PPC advertising campaign heavily relies on the research and selection of the target keywords. By identifying and targeting the most relevant and high-performing keywords, businesses can ensure that their ads appear to the right audience and drive quality traffic to their website. Microsoft Ads provides a built-in keyword planner to help businesses find the best keywords for their campaigns.

When selecting keywords, it’s essential to prioritize those with commercial intent and low CPC. This ensures that your ads are targeting users with a high likelihood of converting, while also keeping costs in check. By using keyword ideas, carefully selecting keyword themes and targeting the right keywords, businesses can:

  • Improve their ad visibility

  • Increase engagement

  • Ultimately lead to increased conversions

  • Achieve a better return on investment.

Ad Creation and Optimization

The creation and optimization of ads is an integral part of a successful Microsoft Ads campaign. By setting clear goals for your Google Ads campaign and following the setup wizard, businesses can create compelling ads that resonate with their target audience. Customizing parameters such as ad scheduling, location targeting, and demographic targeting can help ensure that your ads are reaching the right audience at the right time.

In addition to creating engaging ads, it’s essential to continuously monitor and optimize your campaigns for maximum performance. This can include adjusting bids, refining targeting strategies, and updating ad copy based on performance data. By staying vigilant and making data-driven decisions, businesses can optimize their Microsoft Ads campaigns for better results and a higher return on investment.

Targeting and Bid Management

Successful Microsoft Ads campaigns hinge on effective targeting and bid management. By analyzing audience demographics and tracking segments, businesses can refine their targeting strategies to reach the most relevant and engaged users. This can lead to higher click-through rates, increased conversions, and ultimately, a better return on investment.

To maximize conversions during peak times, businesses can employ strategies such as increasing bids, creating more targeted campaigns different keywords, bing ad more, and optimizing ad copy. By focusing on these key areas, businesses can ensure that their ads are reaching the right audience at the right time, leading to increased engagement and conversions.

Tracking and Analyzing Microsoft Ads Performance

A person analyzing metrics of a Microsoft Ads campaign

Analyzing and monitoring your Microsoft Ads campaigns’ performance is key to strategy optimization and maximizing ROI. By monitoring key metrics such as:

  • Conversions

  • CPC (Cost Per Click)

  • CTR (Click-Through Rate)

  • Impressions

Businesses can gain valuable insights into the effectiveness of their campaigns and identify areas for improvement. These metrics are the cornerstone of any campaign analysis, as they provide a glimpse into how your audience is interacting with your ads. Understanding these metrics can help you identify which aspects of your campaign are working and which need improvement.

In addition to monitoring these metrics, businesses can utilize tools such as Universal Event Tracking (UET) to track user conversions and evaluate the performance of their campaigns. UET is a powerful tool that provides insights into user behavior after they click on your ads. This can help you understand which ads are driving conversions and which ones might need to be adjusted.

Furthermore, businesses can also make use of Microsoft Advertising’s in-built reporting features to track and analyze their campaign performance. These reports offer a detailed breakdown of your campaign’s performance, including data on impressions, clicks, conversions, and spend. By reviewing these reports regularly, businesses can stay informed about their campaign’s performance and make necessary adjustments to optimize their ads.

By leveraging these tools and techniques, businesses can make data-driven decisions and optimize their Microsoft Ads campaigns for better results and a higher return on investment. This continuous process of monitoring, analyzing, and optimizing is crucial for the success of any Microsoft Ads campaign. It allows businesses to stay on top of their campaign performance, make informed decisions, and ultimately, achieve their advertising goals.

Understanding Metrics

For businesses aiming to track and optimize their Microsoft Ads campaigns, understanding key metrics is paramount. Metrics such as:

  • Conversions

  • CPC (Cost Per Click)

  • CTR (Click-Through Rate)

  • Impressions

These metrics can provide valuable insights into the performance of your ads and help you identify areas for improvement.

By monitoring these metrics, businesses can make data-driven decisions and adjust their campaigns accordingly. For example, if a particular ad is underperforming in terms of CTR or conversions, businesses can adjust the targeting parameters or update the ad copy to better resonate with their target audience.

By continuously monitoring and optimizing their campaigns based on these key metrics, businesses can ensure that their Microsoft Ads campaigns are performing at their best.

Utilizing Universal Event Tracking (UET)

Universal Event Tracking (UET) empowers businesses to monitor customer activities on their website and assess the effectiveness of their Microsoft Ads campaigns. By implementing a UET tag across your website, and mobile devices, you can monitor and analyze user actions following an ad click, providing valuable insights into the effectiveness of your campaigns.

To set up a UET tag in Microsoft Ads, follow these steps:

  1. Navigate to the “Conversion Tracking” section under the “Campaigns” tab.

  2. Follow the provided instructions to create and implement the tag on your website.

  3. Once the tag is in place, you can track user conversions.

  4. Use this data to optimize your campaigns for better results, higher engagement, and increased return on investment.

Optimizing Campaigns for Better Results

For better results and maximum ROI, it’s imperative to optimize your Microsoft Ads campaigns. By monitoring your quality score, adjusting bids, and refining your targeting strategies, you can ensure that your ads are reaching the right audience and driving the best possible performance.

Regularly reviewing and analyzing your campaigns can help you identify areas for improvement and make data-driven decisions to enhance your strategy. For example, if a particular keyword, bid strategy or ad group is underperforming, consider adjusting your bids or refining your targeting parameters to improve performance.

By staying vigilant and continuously optimizing your campaigns, you can ensure that your Microsoft Ads campaigns are delivering the best possible results for your business.

Case Studies: Successful Microsoft Advertising Campaigns

A person celebrating success of a Microsoft Ads campaign

Case studies provide insightful lessons about the successes of Microsoft Advertising campaigns across a variety of industries and business models. By examining these real-world examples different campaigns, businesses can learn from the experiences of others and apply these lessons to their own campaigns to achieve better results.

From small businesses to e-commerce companies and B2B enterprises, these case studies showcase the potential of Microsoft Advertising to drive success across a diverse range of industries and objectives. Whether you’re a marketing agency looking to increase brand recognition, acquire new customers, or optimize your advertising campaign level and performance, these case studies demonstrate the power and versatility of Microsoft Advertising.

Small Business Success

Microsoft Ads provides a range of unique features and benefits that enable small businesses to distinguish themselves in a competitive market. Some of these features and benefits include:

  • Lower costs compared to Google Ads

  • Higher click-through rates (CTR)

  • A unique audience demographic By leveraging Microsoft Ads, small businesses can reach a more targeted customer base and drive better results than with Google Ads alone.

In addition, the Microsoft Advertising Partner Program provides small businesses with access to resources and support to help them achieve success with their Microsoft Ads campaigns. This includes training, tools, and expert guidance to help small businesses maximize the potential of their text ads campaigns and achieve their advertising goals.

E-commerce Triumph

Compared to Google Ads, Microsoft Ads can bring substantial advantages for e-commerce businesses, particularly in engagement and conversion rates. By using smart campaigns and targeting the right audience with relevant and compelling ads, e-commerce companies can attract more potential customers and drive higher sales through their Microsoft Ads campaigns.

By leveraging shopping ads and targeting specific demographics and interests, e-commerce businesses can ensure that their ads are reaching the right audience at the right time. This targeted approach can lead to increased visibility drive traffic, engagement, and ultimately, more conversions and sales for your e-commerce business.

B2B Breakthrough

Microsoft Ads’ unique features and advantages can also be beneficial for B2B companies. With granular targeting capabilities, such as LinkedIn targeting, B2B businesses can optimize their campaigns to reach a more specific audience and achieve better overall performance.

By leveraging the Microsoft Advertising Partner Program, B2B businesses can access a network of experienced professionals and search partners who can help them optimize their campaigns and maximize their return on investment. With the right support and resources, B2B companies can use Microsoft Ads to drive success and achieve their advertising goals.


Microsoft Ads offers a powerful and versatile alternative to Google Ads, providing unique features and benefits that can help businesses across various industries achieve success. With lower costs, higher CTR, and a unique audience demographic, Microsoft Ads presents an opportunity for businesses to diversify their advertising efforts and reach new heights. By leveraging the platform’s targeting capabilities, optimization tools, and support resources, businesses can maximize the potential of their Microsoft Ads campaigns and drive better results in 2023 and beyond.

Frequently Asked Questions

What is Microsoft Ads used for?

Microsoft Ads is a pay-per-click platform for brands to advertise their products and services on the Bing, search engine, network, Yahoo, AOL, and other various partner sites and networks. It allows users to manage campaigns and reach potential customers who are actively searching for their products and services.

What is the difference between Google Ads and Microsoft Ads?

Microsoft Ads have lower cost-per-click rates and lower conversion rates compared to Google Ads, making them more appealing for those looking to reduce costs.

What are Microsoft Ads called?

Microsoft Advertising, previously known as Bing Ads, is an online advertising platform developed by Microsoft that allows advertisers to display brief ads, service offers customers, search results,, product listings and videos on search engines such as Bing, Yahoo! and DuckDuckGo, as well as other websites. Advertisers can create campaigns that target specific audiences and measure the success of their ads with detailed reporting. Microsoft Advertising also offers tools to help advertisers optimize their campaigns and maximize their return on investment.

Does Microsoft do advertising?

Yes, Microsoft does advertising. They have a wide selection of ad formats and offer audience insights and automated bidding strategies to help track and measure campaign performance. Microsoft Audience Ads appear on the Microsoft Audience Network and search ads can be used to target potential customers searching for specific keywords. Additionally, they provide tools to manage campaigns against set advertising goals.

How can I set up a Microsoft Advertising account?

Visit Microsoft Advertising, create an account, and follow the instructions to complete setup.

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by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.