Online advertising via Microsoft Advertising / Bing ads
Search engine advertising occupies an important place in today’s world. It is a fundamental part of online marketing for many companies. On search engines like Bing, ads have long been implemented via Bing Ads. Meanwhile, Bing Ads became Mircosoft Advertising. The name change has many reasons for Microsoft and resulted in an adjusted service offering.
Advantages of advertising via search engines
Many Internet users are familiar with search engines and use them several times a day to find specific pages or to get information. The potential of search engine advertising is accordingly great. The advantage of this type of advertising is that it is aimed directly at the respective target group and can be tailored individually. At the same time, it can be used regardless of the size of the company.
Millions of new customers who use Bing every day can be reached with little effort through Microsoft Advertising. In addition to Bing users, sites such as MSN, AOL and Yahoo are also included. The number of users is not comparable with search engines such as google. Nevertheless, the share of search engines in Germany alone is more than 20 percent, and in the international arena Microsoft has higher market shares in some cases. Accordingly, the offer is likely to be of particular interest to companies with international operations. In addition, companies address a different, interesting target group via the Bing search engine.
Pay per click search engine advertising
Microsoft Adverstising offers the advertising programs in the pay-per-click (PPC) method. Companies thus only have to pay for online advertising where users actually click on the ad. The success of online advertising thus determines how high the marketing costs will be.
The costs are made up of the following factors in detail:
- the click-through rate (CTR)
- the quality factor
- Number of co-bidders and their click bids (CPC)
The click prices (CPC) thus increase with their attractiveness. The more competitive a keyword is, the more costs companies have to plan for. Advertising costs can therefore not always be determined in advance. Accordingly, it is advisable to determine the budget in advance. This can be set and thus limited in the Microsoft Advertising account. Payment can be made either monthly or in advance via the account balance.
Unlike its competitors, Microsoft entered online advertising relatively late. It wasn’t until 2006 that Microsoft launched MSN adCenter, offering users the ability to place ads through its search engine. Later, the offer was expanded with Bing Ads and since 2019, Bing Ads became Microsoft Advertising. The name change makes it clear that Microsoft is behind Bing and that the offering cannot be limited to just the one search engine.
Microsoft offers an interesting alternative to search engine advertising via Google with Microsoft Advertising, formerly Bing Ads. The international reach in particular is likely to interest some companies. But nationally active companies can also use this channel to reach other users who are often not addressed at all by the competition.
SEA Agency eBakery
As SEA agency we support companies for over 10 years in Stuttgart personal and professional. Thanks to our years of experience, we offer you a professional search engine advertising(Google Ads and Bing Ads) and can also offer you our support as an SEO agency, because for us SEO and SEA work much better in interaction. Feel free to call us directly and we will advise you without obligation.