When Microsoft CEO Steve Ballmer introduced Bing in 2009, Google was already the dominant force in search, making it difficult for Microsoft to shift user behavior. While Microsoft has not overtaken Google since then, it has established itself as a valuable advertising channel, particularly for businesses looking to expand their search marketing reach beyond Google Ads. While many advertisers continue to focus solely on Google, Microsoft Advertising (formerly Bing Ads) offers unique advantages, including a high-value audience, lower competition, and strong performance metrics that make it a worthwhile investment.
Microsoft Advertising Reaches More Than Just Bing
One of the most compelling reasons to consider Microsoft Advertising is its reach beyond Bing itself. While Google still holds the majority of the search market, Microsoft powers ads across multiple search engines and partner sites, including Yahoo!, DuckDuckGo, AOL, MSN, Outlook, and other affiliated platforms. Because of these partnerships, Microsoft Advertising now accounts for at least 12% of the search engine market share in the U.S., according to recent StatCounter data. This means that businesses running Microsoft Ads can reach millions of searchers who may never see their brand on Google, making it an essential component of a well-rounded search marketing strategy.
Bing Users Are Older, More Affluent, and High-Intent
Beyond its extensive reach, Bing also attracts a high-value audience that sets it apart from Google. Studies from Microsoft Advertising indicate that Bing’s user base tends to be older, more affluent, and more highly educated than the general online population. Nearly half of Bing users have an annual household income exceeding $100,000, and a significant portion are college graduates who are more established in their careers.
Additionally, Microsoft reports that Bing reaches 63 million searchers that Google doesn’t, meaning advertisers using Microsoft Ads have the opportunity to capture an audience that might not be reachable through Google’s platform. This makes Bing particularly valuable for businesses targeting affluent professionals, homeowners, and high-value consumers who are more likely to convert.
Bing Ads Can Deliver Stronger Performance Than Google Ads
Microsoft Advertising can also deliver stronger performance metrics than Google Ads. Due to the lower competition on Bing, advertisers often experience lower cost-per-clicks (CPCs), higher conversion rates, and a stronger return on ad spend (ROAS).
For example, one of Funnel’s major accounts ran an identical Brand search campaign across both Google and Bing. When comparing the results, Bing outperformed Google in key performance areas with a conversion rate of 6.59% compared to Google’s 4.59% and an impressive ROAS of 15.07 compared to Google’s 12.12. These results indicate that for many businesses, allocating budget to Microsoft Ads can lead to more cost-effective customer acquisition and better overall profitability.
Microsoft Ads Offers Full Feature Parity With Google Ads
Another reason advertisers should consider running campaigns on Microsoft is its feature parity with Google Ads. If a business is already running Google Ads campaigns, setting up Microsoft Advertising is quick and seamless. The platform uses the same campaign structure, supports identical ad formats and extensions, and even provides import tools that allow advertisers to copy Google Ads campaigns directly into Microsoft Ads.
Additionally, Microsoft frequently mirrors Google’s latest features, ensuring that advertisers have access to the same advanced bidding strategies, audience targeting, and automation tools available on Google Ads. This means businesses don’t have to sacrifice performance or functionality when expanding their search marketing strategy to include Microsoft Advertising.
Final Thoughts
While Google remains the leader in search, Microsoft Advertising offers businesses a unique opportunity to expand their reach, engage with high-value consumers, and achieve better performance metrics at lower costs. For brands looking to diversify their search marketing strategy and maximize their return on investment, Microsoft Advertising is an essential platform to consider.
If you’re interested in learning more about how Microsoft Advertising can help grow your business, reach out to Funnel today.
