5 good reasons to publish SEA campaigns on Microsoft

Use the Microsoft Advertising platform to target new prospects and increase your market share.

Often, when we talk about Microsoft, we think of the company’s Windows operating system more than its system for buying from Microsoft Advertising, which makes it possible to manage sponsored link campaigns on the Bing search engine.

In paid referral, Google is the undisputed leader in this sector, accounting for 92% of the worldwide market share in 2022.

For its part, Microsoft positions itself as a competitor in this sector with a large market share, approximately 4% in 2021, all devices combined and moving to the desktop, up to approximately 18% with Bing, MSN or Yahoo! Or Qwant or even Ecosia (source: https://gs.statcounter.com/).

In light of these numbers, many advertisers are questioning the benefit of posting sponsored links on this platform. Isn’t it better to focus your time and efforts on Google campaigns that will have a greater impact on business? Finally, is there an interest in embarking on Microsoft’s adventure?

More economical traffic

In view of the volume of searches observed on the engines, advertisers often prefer to launch their SEA campaigns on Google over a Microsoft account. Thus, less competitive pressure makes it possible to obtain a more economical cost-per-click (CPC). For example, for one of our insurance customers, the overall CPC is twice as low for Microsoft as for Google (in Q1 2022). So when your budget is limited, it is interesting to maximize your investment in Microsoft to increase your traffic at a lower cost.

growing audience

Users of Bing or Yahoo engines are generally different from Internet users of Google. Thus, betting on Microsoft as well as Google makes it possible to generate increased traffic, especially to reach potential customers and new customers, or to compensate for the slowdown in volumes on Google. In the entertainment sector, for example, Microsoft can help increase global search traffic by about 25%.

Target Linked If Possible

One of the advantages of the Microsoft Advertising system is the ability to target Internet users based on many criteria related to Linkedin. A real advantage, especially for BtoB advertisers wanting to address a specific professional category, for example. You can thus increase your presence on your primary goal, or even customize your message according to your offerings and the needs of your customers.

better profitability

Microsoft users generally tend to convert more with slightly higher average baskets. Besides lower CPC, profitability is often better than Google. If your main goal is ROI, then this platform will allow you to effectively meet your expectations.

On one of our cosmetic clients, we were able to invest 8% of the global research budget, generating 11% of our incremental turnover.

Easy management thanks to Google sync

A common problem with Microsoft activation is the time-to-benefit ratio. A very handy feature to simplify this time around is the automatic import of campaigns from Google into the Microsoft Advertising interface. Various technologies allow this mirroring to be done directly from platforms or via third-party solutions such as the SA360 or Kenshoo, with only certain items able to be synced.

In conclusion, launching sponsored link campaigns on Microsoft will allow you to create increased volumes thanks to the possibility of reaching new horizons and thus increasing your market share.

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