Use the Microsoft advertising platform to target new potential customers and increase your market share.
Very often, when we talk about Microsoft, we think more of the firm’s Windows operating system than of its Microsoft Advertising shopping platform, which allows managing Sponsored links in the Bing search engine.
In paid referencing, Google is an undisputed and essential leader in the sector, accounting for 92% of the market share worldwide in 2022.
For its part, Microsoft is positioned as a challenger in the sector with a significant market share, of almost 4% in 2021 all devices combined and going to Desktop, up to almost 18% with Bing, MSN, Yahoo!, Qwant or Ecosia. (source: https://gs.statcounter.com/).
Given these figures, many advertisers wonder about the usefulness of displaying sponsored links on this platform. Isn’t it better to focus your time and efforts on the Google campaigns that will have the greatest business impact? Finally, is there interest in embarking on the Microsoft adventure?
In view of the volumes of searches observed in the engines, advertisers tend to privilege the launch of their campaigns SEA on Google at the expense of Microsoft. Less competitive pressure thus allows for cheaper CPCs (costs per click). For example, at one of our insurance clients, the CPC generic is almost 2x lower at Microsoft than at Google (in Q1 2022). Therefore, when your budget is limited, it is interesting to maximize your investments in Microsoft to increase your traffic at a lower cost.
an increasing audience
Users of the Bing or Yahoo engines are generally different Internet users than those of Google. Betting on Microsoft in addition to Google, allows you to generate incremental traffic, particularly to reach potential and new customers, or to compensate for a slowdown in volumes on Google. In the entertainment sector, for example, Microsoft can help drive search traffic. overall by nearly 25%.
Linkedin targeting possible
One of the benefits of Microsoft’s advertising platform is the ability to target Internet users based on many Linkedin-related criteria. A real plus, especially for advertisers. btob wishing, for example, to target a certain professional category. In this way, you can increase your presence in your main target, or even customize your message according to your offers and the needs of your customers.
Microsoft users generally tend to convert more with slightly higher average baskets. Combined with lower CPCs, profitability is often better than Google. If your main goal is ROIthis platform will allow you to effectively meet your expectations.
In one of our cosmetic clients, we were able to spend 8% of the global search budget to generate 11% of incremental revenue.
Easy management thanks to synchronization with Google
A common problem with Microsoft activation is the time-to-benefit ratio. A very useful feature to streamline this time is the automatic import of Google campaigns into the Microsoft Advertising interface. Different techniques allow this mirroring to be carried out directly from the platforms or through third-party solutions such as SA360 or Kenshoo, with the possibility of synchronizing only certain elements.
To conclude, launching sponsored links campaigns in Microsoft will allow you to generate incremental volumes thanks to the possibility of reaching new prospects and thus potentially increasing your parts of the market.