With billions of searches per month, Google is by far the largest search engine on the internet. The ability for searchers to specify location makes Google a tremendous competitor for advertisers. Because Google’s user interface and behavior is so similar to that of web browsers, many people consider Google AdWords to be the more effective of the two. However, it doesn’t take much effort for an online advertiser to import their current campaigns into Google AdWords directly. However the biggest mistake made by advertisers who do this is optimizing Microsoft AdWords the same way that they do their Google AdWords account.
Microsoft Advertising is quite different than Google advertising and the same rules apply. Many people make the mistake of thinking that they can simply copy and paste their Google ad code and all of a sudden their microsoft advertising campaigns will appear on the right pages of bing ads. However there are many differences between the two online advertising platforms that online advertisers should be aware of to better optimize their own campaigns. The first and most important distinction between these two platforms is that Microsoft’s advertising is purchased through bing ads, while Google’s advertising is purchased directly through the company. This means that the content that an ad displays is different between these two platforms.
Bing’s search terms are very tightly focused. Google offers you almost limitless choice in terms of your search terms. You can choose to bid on a broad range of microsoft ads search terms that will encompass any type of market that you want your advertisement to show up in. The result is that you end up getting your advertisements displayed where your market is likely to be.
The next major difference between these two platforms is that Bing offers advertisers several ways to manage their advertising campaigns. Microsoft provides advertisers with complete control over how their ads are presented, how much specific information about their campaign is shown, and how their ad units are laid out. On the other hand, Google doesn’t offer you a lot of control over how your ads are displayed, how specific information about your campaigns is displayed, and how you lay out your units. This means that it’s important for you to think carefully about the kinds of verticals that you want to invest in when you’re working with Bing.
One way that you might choose to target your advertising based on Microsoft’s platform is by focusing on the top verticals. Microsoft Bing provides advertisers with lists of the top search terms that they’re most often searched for. An ad campaign can be targeted by this list so that each individual ad that you buy for your website will appear in one or more of the top search results. For example, if you’re selling shoes online and you choose to target only women’s shoes with your Bing advertising campaign, your ads will be shown only on women’s related sites. If you decide to broaden your focus to men’s shoes, however, you’d be well advised to expand your keyword list to include terms such as men’s sports shoes, men’s athletic shoes, or men’s shoes.
Another option for targeting your advertising based on Microsoft’s platform is by focusing on the search engine visitors that you wish to attract. Microsoft Bing offers searchers the ability to search for what they’re looking for using their search engine. If you have an exact phrase for your niche, you can ensure that your advertisements show up for precisely the audience that you wish to advertise to. As an example, if you were advertising for plumbing services, you might target potential customers in the United States, Europe, or Japan. If you decided to target the UK searchers, however, you might choose to focus on the country’s leading search engines, rather than popular international ones. By focusing on the country that provides the best chance for your product to be found, you can ensure that you get the maximum exposure from your PPC ads.
The quality score that Microsoft takes into account when computing the cost per click price of its ads is an important metric that many advertisers are unaware of. Essentially, this number measures the rate at which a searcher does a search within the search engine. An ad that gets a great search engine rating has a better chance of being clicked on and displayed to a potential customer than an ad that doesn’t perform as well. Because of this quality score, many marketers choose to increase the quality score in order to bring their ads in line with what a searcher is willing to pay for the service they need. The higher a quality score, the more affordable your ads will be, making them ideal for more budget-conscious advertisers.
Finally, the verticals that Microsoft Edge supports are a major factor in determining how successful your ads will be. Google Chrome and Safari offer similar search engine platforms, but each one of them also offers different kinds of verticals. This means that each platform offers a slightly different amount of space on its verticals. Microsoft AdSense offers only one standard width, but it uses different widths to highlight different services and products. Since this is a rather simple calculation that the publisher must make, it’s easy to see why Internet marketers often turn to these two giant search engines when they want to calculate the potential effectiveness of their ads.