Written by Sam Yadegar on Aug 7 , 2020

Maximize your online reach with Bing and capture traffic you might miss with Google.

Here, you’ll find:

  • The benefits of advertising on both Google and Microsoft’s Bing
  • How the Microsoft Ads platform compares to Google Ads
  • How to create top-quality ads for Bing
  • The importance of checking your Quality Score

Many businesses raise an eyebrow when first introduced to the idea of using Microsoft Advertising (formerly Bing Ads) to attract new customers. But you might be surprised to learn that all that the Bing search engine has to offer. 

A recent ComScore report from 2019 found that 126 million unique users were behind around 6 billion Bing searches in March of that year alone. If you want to capture the millions of users out there who use Bing, it’s necessary to explore Microsoft Advertising in addition to Google Ads.

Bing homepage

To make your job easier, Bing Ads allows you to import Google Ads campaigns seamlessly. (Image via Bing)

Microsoft Advertising vs. Google Ads

Of course, there are plenty of similarities to be found between Google Ads and Microsoft Ads, which show up on the Bing search engine. They’re both used to push highly relevant ads to users, with the goal of using targeted marketing to help attract more high-quality leads who are more likely to make a purchase. However, there are also a few key differences to keep in mind.

One notable difference is that, while Google Ads has a balanced network of both PPC  (or paid search) and display ads, Bing has a much more limited display ad network that’s relegated to Microsoft-owned products including Windows operating systems, Outlook, Microsoft Edge, and Xbox.

You may also find that each platform uses different language to describe their functions and metrics. For example, Google tends to use cost per acquisition (CPA) along with the cost of conversion, while Microsoft Ads only uses the term CPA. 

Using both platforms can provide a noticeable boost to your marketing campaigns. However, it’s important to know how to use Microsoft Ads properly if you want to make the most of it and effectively supplement your Google Ads campaign. Below, we’ve laid out some best practices to help you create winning ads that attract the ideal customer on Bing. 

1. Make sure all high-performing Google Ads campaigns are imported to Microsoft Ads

To make your job easier, Microsoft Advertising allows you to import Google Ads campaigns seamlessly. Simply use the import feature to bring your campaigns over to Microsoft’s ad platform. 

While you can test your most successful Google Ads campaigns using Bing, keep in mind that things may look and work a little differently when creating your ads on Microsoft. Knowing the subtle differences when importing can help you transition from one platform to the other and use both to your advantage.


A smaller budget could take you much farther on Bing than it would with Google. (Image via Bing)

2. Create high-quality copy and images for your ads

You should always optimize your ads for people, not search engines. Keywords are important, but you’re ultimately creating ads to appeal directly to your target audience. With this goal in mind, try to:

  • Use on-brand colors that attract attention
  • Highlight a certain element of your product, service, or brand in your images
  • Create ads using high-quality images without degradation or pixelation
  • Use images of people without accompanying text or logos
  • Keep your ads clean and simple without overwhelming the user
  • Avoid long ad headlines and stick to concise, easy-to-read phrases

3. Start broad and specify your audience based on the results

To pinpoint the ideal audience, it’s a good idea to begin with a broad ad campaign that targets as many users as possible without going over your available budget. From there, you can begin to narrow down your audience based on the demographics and other traits of users that are likely to click on your ads. 

In the process, you can create more valuable ads that target the people who are most likely to be interested in your product or service offerings.

4. Make the most of your budget

Even if you’ve maxed out your Google Ads budget, you can still tailor your budget to help you perform well on Bing. Thanks largely to the lighter competition you’ll find on Bing, you could discover that a smaller budget takes you much farther on the platform than it would with Google.

You’re also likely to find less expensive CPAs with Microsoft Ads while targeting potentially millions of daily search engine users.

5. Know your target audience on Bing

You might find that your Bing audience is different from your Google audience. If so, you should tailor your campaign audiences accordingly. Bing’s demographic tends to include older users who aren’t as quick to go to Google if Bing is their default search engine. 

While you may think this means your audience is potentially less tech savvy, know that many of these users have accumulated more wealth and are willing to spend more money online than their younger counterparts. The fact that your audience on Bing is likely different from your Google audience only further emphasizes the importance of using both.

Microsoft Advertising

Using a combination of Bing Ads and Google Ads can help you find better paid search success and maximize your business’s overall reach online. (Image via Microsoft Advertising)

6. Make use of the UET tag

Microsoft Ads enables you to set up customized event and conversion actions using Universal Event Tracking (UET). With the help of this tool, you can create custom audiences as people perform certain actions. 

For example, you might create an audience that spends a certain amount of time on landing pages or visits only a few other pages before leaving your website after clicking on an ad. With a better understanding of user behavior through UET tags, you can cater campaigns to specific individuals to improve your campaigns’ overall performance.

7. Keep an eye on your Quality Score

One key component of a successful Bing campaign is page or domain authority, which will help gauge the authoritativeness and popularity of a website. You can use Bing’s Quality Score metric to determine how much influence your website has on the search engine, which can help you determine your ads’ competitiveness. 

The Quality Score ranges from 1 to 10, with the best score being 10. If you notice that your Quality Score is suffering, try to adjust your ads by:

  • Conducting more keyword research
  • Ensuring your published content is always high-quality
  • Optimizing your landing pages
  • Checking your ad group targeting

The takeaway

Using a combination of Microsoft Ads and Google Ads can help you find better paid search success and maximize your business’s overall reach online. 

Using these best practices, taking the time to develop high-quality ad campaigns, and understanding your target audience on Bing can help you craft ads that are highly effective, no matter the search engine. 

Want to get the most from your PPC campaigns with Bing and other opportunities? Connect with us today.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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