- August 30, 2023
Comparing Google Ads vs. Microsoft Ads in 2023: Pros & Cons
In today’s competitive digital landscape, businesses are constantly seeking new ways to drive growth, increase conversions, and reach wider audiences. One of the most critical decisions they face is choosing the right advertising platform. In the debate of Google Ads vs Microsoft Ads, two giants in the world of digital advertising offer distinct benefits and features that can make or break a campaign. So, how do they stack up against each other in 2023?
Buckle up as we dive into a comprehensive comparison of these two platforms, exploring audience reach, demographics, targeting capabilities, cost, usability, ad formats, and more in the context of Google Ads vs Microsoft Ads!
Google Ads and Microsoft Ads offer a range of audience reach, targeting capabilities, ad formats & extensions to maximize the impact of digital campaigns.
Combining both platforms can boost brand searches & visibility while diversifying ad spend for increased conversions & business growth.
Google Ads offers higher cost but better conversion rates. Microsoft Ads is more cost effective with potential for awareness campaigns.
Audience Reach and Demographics
Google boasts a daily global search volume of approximately 5.6 billion, while Microsoft Advertising garners around 12 billion searches per month worldwide. Despite the search volume discrepancies, each platform caters to diverse age groups and genders. Nevertheless, Microsoft Ads have a marginally larger user base within the 25-34 age range, which can influence search traffic. In this context, Bing Ads tend to complement the overall reach of Microsoft Ads.
In terms of targeting capabilities, Google Ads surpasses Microsoft Ads, offering advanced features like remarketing and custom audiences. Nevertheless, Microsoft Ads has a unique edge over its rival thanks to its LinkedIn profile targeting, which can be particularly helpful when creating ad groups for B2B marketing campaigns.
Google Ads’ extensive reach
Google’s indisputable dominance accounts for 92% of daily online search queries in the search engine market. With its vast reach of 90% display and 76% search network, it’s no surprise that Google Ads is the go-to platform for many digital advertisers using search engines. The higher cost-per-click on Google Ads may be a concern for some, but it offers higher conversion rates, making it an optimal platform for driving quality traffic and conversions.
Interestingly, the conversion rates for Google Ads only vary marginally across all age groups from 25 through 65. This means that regardless of your target audience’s age, Google Ads can effectively deliver consistent results, making it a formidable choice for any advertising campaign.
Microsoft Ads’ niche audience
While Microsoft’s name is synonymous with Windows, it’s important to remember that Microsoft Ads is a separate entity. It may not have the broad reach of Google Ads, but it shines when it comes to connecting with a niche audience – specifically, older users who are in a higher income bracket. With an average user age between 45 and 54 and an annual income exceeding $100,000, Microsoft. Ads can be a suitable choice for businesses looking to tap into this specific demographic.
Microsoft Ads offers unique advantages like targeting through LinkedIn and less competition due to its distinctive audience. This suggests that businesses using Microsoft Ads could potentially benefit from a lower cost-per-click and a better return on investment, especially when running awareness campaigns.
Targeting Capabilities and Features
Google Ads and Microsoft Ads both provide a wide array of targeting features that include audience and content targeting, keyword search, and location-based capabilities. Google Ads provide match types such as phrase, broad, and exact, while Microsoft Ads and Bing Ads incorporate the use of negative keywords. These tools give advertisers the ability to refine their campaigns and more effectively reach their desired audience.
When it comes to advanced targeting options, Google Ads takes the lead with features such as remarketing and custom audiences, providing more precision in ad targeting. Conversely, Microsoft Ads presents a unique advantage by allowing advertisers to adjust bids and target audiences based on LinkedIn industry data, a feature that Google does not offer.
Both platforms also offer automation options, such as automated bidding, Smart Shopping, display ads, and dynamic search ads, making it easier for marketers to manage their campaigns efficiently.
Google Ads’ advanced targeting options
Google Ads offers a spectrum of advanced targeting options, including negative keyword targeting, which is essential for optimizing your ad campaigns. By utilizing search partners, you can further enhance your targeting strategy. The other options are:
These options facilitate more accurate ad targeting, allowing advertisers to ensure that their ads are displayed only to the most relevant searchers. This can result in higher conversion rates and a better return on investment.
For instance, a phrase match allows advertisers to target ads to searches that include the exact phrase, or close variations of the exact phrase, as specified. Similarly, broad matches target ads to searches that include the exact keyword or close variations thereof. Exact matches, broad match modifiers, and negative keywords provide even more control over ad targeting, ensuring that businesses can reach their target audience with pinpoint accuracy.
Microsoft Ads’ LinkedIn integration
Microsoft Ads carves a unique niche in the B2B marketing arena with its seamless integration with LinkedIn. This exclusive feature equips advertisers with the tools to target specific audiences on LinkedIn, thereby opening up more avenues to connect with professionals and businesses.
By taking advantage of Microsoft Ads’ Linked Links. In integration, businesses can achieve hyper-targeted marketing campaigns, maximizing the impact of their advertising efforts.
Cost and Return on Investment (ROI)
There are significant differences in the cost and return on investment between Google Ads and Microsoft Ads. Here are some key points to consider.
Google Ads has higher costs, but it boasts higher conversion rates, making it an effective platform for driving high-quality traffic and conversions.
The average cost per click (CPC) on Bing Ads is 70% lower than that of Google Ads.
Google Ads has a 30% higher click-through rate (CTR) compared to Microsoft Ads.
Google offers an impressive average conversion rate of 3.75%.
In comparison, Bing’s conversion rate sits at a much lower 2.94%.
Despite the higher costs, Google Ads’ better conversion rates make it an attractive option for businesses looking to maximize their return on investment. However, when considering Bing Ads vs Microsoft Ads, the latter’s lower costs and suitability for awareness campaigns should not be overlooked. Balancing the advantages of both platforms can lead to a more cost-effective and successful advertising strategy.
Google Ads’ higher cost but better conversion rates
Google Ads, a popular platform for PPC ads, may have a higher cost-per-click, but it delivers better conversion rates, making it a more effective platform for driving high-quality traffic and conversions. The higher costs are often justified by the increased quality of traffic and the potential for higher returns on investment.
In 2023, the average cost-per-click on Bing Ads is projected to be 70% lower than that of Google Ads. While the higher costs associated with Google Ads might initially seem daunting, it’s essential to recognize the potential benefits of better conversion rates. By investing in Google Ads, businesses can optimize their ad spend, leading to more significant returns and a better overall return on investment.
Microsoft Ads’ lower cost and potential for awareness campaigns
Microsoft Ads offers lower costs and potential for awareness campaigns, making them a suitable option for businesses looking to increase brand visibility and reach a niche audience. The lower costs make Microsoft Ads an attractive alternative for businesses with tighter budgets, allowing them to target a specific demographic without breaking the bank.
The lower cost-per-click on Microsoft ads can also lead to a higher return on investment due to the cost-effectiveness of each click. By leveraging the unique advantages of Microsoft Ads, such as LinkedIn targeting and reduced competition, businesses can achieve a more diversified advertising strategy, ultimately leading to better results.
Ad Formats and Extensions
Both Google Ads and Microsoft Ads provide a variety of ad formats and extensions, such as call ads, Action ad extensions, and sitelink extensions. These functionalities enable businesses to craft more compelling and effective ads, which can lead to enhanced results and increased conversion rates.
Alternatively, Microsoft Ads offers the Action ad extension, a unique feature that can enhance CTR by 20% and elevate ad performance, particularly for B2B campaigns. This feature includes a call-to-action button prominently displayed on search ads, which can potentially boost engagement and yield superior outcomes.
Google Ads’ call ads and tracking
Google Ads provides the opportunity for businesses to utilize call ads and call tracking, which is an excellent choice for businesses whose primary goal is driving phone call conversions. With these features, businesses can increase the number of phone calls directly from their ads, ensuring efficient reach and conversion of their target audience.
By leveraging the power of Google Ads, businesses can easily track and measure the success of their business.
Microsoft Ads’ Action ad extension
Microsoft Ads’ Action ad extension offers a significant advantage in boosting CTR and improving ad performance. With a 20% increase in CTR during beta testing, the Action ad extension can help businesses achieve comparable click-through rates while targeting a new set of searchers.
This unique feature makes Microsoft Ads an attractive option for businesses looking to maximize the impact of their advertising campaigns.
Combining Google Ads and Microsoft Ads for Maximum Impact
Employing both Google Ads and Microsoft Ads can enhance digital advertising campaigns by diversifying advertising expenditure and broadening audience reach. By leveraging the strengths of both platforms, businesses can maximize the impact of their advertising efforts and achieve better results overall.
A unified strategy empowers businesses to target various demographics and harness the unique features of each platform, like Google Ads’ advanced targeting options and Microsoft Ads’ LinkedIn integration. The result is a more comprehensive and effective advertising strategy that drives growth and increases conversions.
Boosting brand searches
Implementing both Google Ads and Microsoft Ads can have the following benefits:
Escalate brand searches on Google by 26%
Augment overall brand visibility and awareness
Increase brand searches, raising the brand’s online presence
Improve the likelihood of attracting potential customers
Additionally, combining the two platforms allows businesses to target different audiences, ensuring that they can reach a broader range of potential customers and achieve better results overall. By diversifying ad spend and reach, businesses can maximize the impact of their advertising campaigns and ultimately drive growth and increase conversions.
Diversifying ad spend and reach
A dual strategy, employing both Google Ads and Microsoft Ads, gives businesses the opportunity to diversify their ad spend and reach, targeting diverse demographics while leveraging each platform’s unique features. By spreading their advertising efforts across both platforms, businesses can effectively reach a wider audience and improve the overall performance of their campaigns.
This diversified approach ensures that businesses can take advantage of the unique benefits offered by both platforms, such as Google Ads’ advanced targeting options and Microsoft Ads’ LinkedIn integration. As a result, businesses can achieve a more comprehensive and effective advertising strategy that drives growth and increases conversions.
In conclusion, both Google Ads and Microsoft Ads offer unique advantages to businesses looking to maximize the impact of their digital advertising campaigns. By combining the strengths of both platforms, businesses can diversify their advertising spend and reach, targeting different demographics, and taking advantage of each platform’s unique features. In today’s competitive digital landscape, the key to success lies in leveraging the power of both Google Ads and Microsoft Ads to drive growth, increase conversions, and reach wider audiences.
Frequently Asked Questions
Is Microsoft Ads and Google Ads the same?
Microsoft Ads and Google Ads offer similar shopping ads, although Google offers more optional fields for product listings that allow users to stand out from the competition.
These additional fields can help businesses create more effective ads that are tailored to their target audience. They can also help businesses stand out from the competition and increase their visibility in search results.
Is there anything better than Google Ads?
Amazon, LinkedIn, Bing Ads, Facebook Ads, and Instagram Ads are all viable alternatives to Google Ads for e-commerce, B2B, and budget-friendly businesses respectively.
Why is Google Ads better than Bing?
Google Search Ads offer higher traffic volumes for keywords, making them the better choice when compared to Bing.
What is the main difference between Google Ads and Microsoft Ads in terms of audience reach?
Google Ads has a much larger audience reach compared to Microsoft Ads, which is aimed at a more niche market.
Which platform has a higher cost-per-click, Google Ads or Microsoft Ads?
Google Ads has a higher cost-per-click than Microsoft Ads, resulting in high cost per acquisition.
Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.