Microsoft Ads have always been placed second in comparison to Google AdWords, and the reason is seemingly obvious. Clocking in at 3.5 billion searches per day, the vast majority of searches go through Google and its related platforms.
Because of this over-exploitation of Google AdWords, Microsoft Ads are going incredibly underutilized by marketers. Since many aim to attain an abundance of high-quality traffic and conversions, they seem to think that Google is the only game in town.
However, what many fail to realize is that by using Microsoft, they could possibly obtain just that while reaping the benefits of lower CPC (cost-per-click) and CPA (cost-per-action).
Microsoft processes over four billion searches per month. Additionally, Microsoft’s search sites hyped, almost 24 percent of the search market shares in the U.S. That’s a giant chunk of the population that anyone’s brand might fail to reach.
What is more convincing is the fact that studies and digital agencies NYC, have shown that Microsoft’s cost-per-click is, on average, 33.5 percent cheaper than Google’s. This again relates to competition levels. Other studies have uncovered that Microsoft’s CPA is a whopping 63 percent less expensive.
All this is to say that when it comes to advertising, Microsoft could truly be a superior option. And since Microsoft Ads and AdWords are so similar, the learning curve is virtually nil.
Users worry about their returns on Microsoft ads and hence go ahead with the superior option of AdWords, but, with the number of market shares, Microsoft Ads could also provide better returns to the advertisers. Here are few effective methods by which the advertisers could maximize their campaign’s return on investment.
Importing successful AdWord campaigns:
One of the easiest ways to maximize the Microsoft investment is to stick with what people already know works. Since Microsoft is eagerly aware that most of their advertisers utilize or have used Google’s ad services, the organization has made it super simple to import an AdWords campaign to their platform. This is even something the company recommends when setting up an account.
However, do be aware that some of the info won’t carry over. Microsoft notes that the following data can’t be imported and needs to be set up within the brand’s dashboard:
- Automated rules
- Ad-group-level Sitelinks Extensions
- Ad-group-level App Extensions
- Ad-group-level Location Extensions
- Ad-group-level Call Ad Extensions
- Remarketing lists and associations
- IP exclusions
When importing an AdWords campaign, advertisers should make sure to go through their ads to ensure that they have correctly re-activated the desired components that didn’t made through the import process.
Utilization of new and negative keywords:
Microsoft’s search engine flaunts different audience demographics than other search providers. Hence, there is a good chance that the previously-successful AdWords would still perform well on Microsoft, but one could not overlook the potential to maximize effectiveness.
Conducting keyword research with Microsoft Ads tools is amazingly alike to working with Google’s toolkit. While the platforms are somewhat interchangeable, Microsoft gives the users an edge up by still supplying exact search volume estimates.
Targeted keywords, however, are only half the battle. Users also need to identify and apply negative keywords to their campaigns to help protect their investment.
To properly examine these terms, users should allow their campaigns to run for about two weeks so that they could yield some data insights. After this timeframe has passed, they could study their analytics to see which terms and phrases are garnering lots of clicks but falling short on the sales front.
By this time the users likely do a good bit of research in this area for their AdWords campaigns. All they need to do here is review their Microsoft Ads reports to locate campaigns with high CTRs and low conversions as these could undermine their ads budget and increase their acquisition costs. Users should add the identified terms for these campaigns to their negative keyword list to prevent their adverts from developing for those types of queries.
Leverage Microsoft shopping campaigns:
Alike to Google, Microsoft presents users with the option to filter through product catalogs for their shopping needs. Studies have shown that Microsoft has the highest ad conversion rate on orders over $200. Moreover, while the info is a bit older, PPC Wins found that conversions could cost 83 percent less with Microsoft.
If the users have already run shopping ads through Google, then they should import these campaigns like any other. If they are yet to establish a Google Shopping feed, however, they should be sure to do this too as Google is still top of the table for comparison shopping engines.
Once the advertisers have completed this task, then they can leverage this step-by-step guide to begin submitting their products to Microsoft.
Initiating revenue tracking:
Even if the advertisers have set up their Google Analytics conversion tracking, they should make sure to establish this with Microsoft as well. Doing so would definitely enable them to view pertinent performance data in Microsoft’s dashboard. This could be extremely helpful as many regard Microsoft’s Universal Events Tracking (UTM) system as a preferable option to Google’s offerings.
If they find this to be true and opt to leverage Microsoft’s UTM system for Google AdWords, then the users should be aware that Microsoft would convert the source name. Users should always monitor this to ensure that their analytics platform is collecting accurate source statistics.
Optimizing budget and bids:
Finally, before launching the campaigns, advertisers should be sure to modify their current bids and budget for Microsoft’s platform.
It is most likely that the users would need to lower their bid amounts to align with the competitive rates featured on Microsoft. Since there is far less conflict here, they would probably end up paying significantly less for prime keywords and long-tail phrases.
With Microsoft and boutique marketing agency, advertisers would be competing against far fewer rivals while still reaching a large portion of the public. Failing to use Microsoft Ads is a terrible oversight for one’s brand. Through employing the strategies listed above, advertisers are incredibly likely to produce loads of sales for their business at a fraction of what it would cost through Google. That makes Microsoft prime real estate for maximizing the brand’s PPC ROI.