When thinking about digital advertising, most marketers think first of Google Ads or Meta Ads. However, there is a platform that has been quietly gaining ground and offers valuable opportunities: Microsoft Ads. This advertising tool, formerly known as Bing Ads, makes it possible to reach millions of users who use search engines and services in the Microsoft ecosystem, such as Bing, Yahoo, DuckDuckGo and the Edge browser, among others.
If you are not yet considering it in your media strategy, this article will show you why Microsoft Ads can be a key channel to scale campaigns, diversify traffic and obtain better performance in certain audiences.
What is microsoft ads and how does it work?
Microsoft Ads is Microsoft's digital advertising platform, very similar in operation to Google Ads. Advertisers create search or display campaigns, define audiences, set budgets and bid on keywords to display ads in search results.
One of the strengths of Microsoft Ads is its native integration with the Microsoft network, which includes Bing, Yahoo, MSN, Outlook, LinkedIn (indirectly), and other partner sites. This gives you access to an ecosystem with over a billion active Windows devices and a user base with very interesting demographics for certain brands.
Why consider microsoft ads in your marketing strategy?
First, the cost per click (CPC) is typically lower on Microsoft Ads compared to Google. This is because there is less competition in the auctions, which can translate into greater advertising efficiency, especially for brands operating in specific niches.
Another key factor is its audience. Bing and the rest of the Microsoft Ads ecosystem tend to capture a somewhat different user profile than Google:
- More adults (35+).
- Increased purchasing power.
- Professionals and desktop users.
This makes Microsoft Ads an excellent platform for B2B products or services, enterprise software, education, consulting and high-value tourism, among others.
In addition, if you are already familiar with Google Ads, the transition to Microsoft Ads is very simple, as the platform allows you to import campaigns directly from Google, maintaining structure, keywords, bids and extensions.
Differential advantages
Microsoft Ads not only replicates what Google does; it also offers some very interesting features.
- LinkedIn targeting: allows targeting ads by company, position or industry, thanks to the integration with LinkedIn data (unique among the major platforms).
- Enhanced automatic extensions: such as calls, location, additional links and more, with a very flexible design.
- Advertising on Microsoft Audience Network: similar to Google's Display network, but integrated into environments such as Outlook, Edge or MSN, with native ads.
For agencies or professionals looking to diversify their media mix, Microsoft Ads represents a smart way to avoid relying exclusively on Google or Meta and to reach new, less saturated audiences with real conversion potential.
Microsoft Ads is a solid platform, with mature technology and a relevant audience that often goes unnoticed. Its lower competition, its integration with the Microsoft ecosystem and its more professional user profile make it a strategic option for campaigns that seek to scale efficiently.
In addition, if you have a tool like Master Metrics, monitoring your campaigns and creating reports is relatively simple.
