How Microsoft Ads Compare to Google Ads

Bing, or Microsoft, comes in second place with approximately seven percent of the market share. This seven percent accounts for more than forty four million users.

• Microsoft – users are older, more affluent, and educated
• Google – users are younger, white-collar workers, technology savvy

Cost

Now that you have an understanding on which platform you are more likely to reach your audience, you need to focus on cost. Pay per click is convenient and affordable, as you only pay when a user clicks on your advert and is directed to your advert landing page. 

Google Ads tends to be more expensive. In fact Google ads are thirty three percent higher in cost per click (CPC) than Microsoft Ads. This is due to the competition level, along with Google's bidding system. What is interesting is while Google may cost more per click, retail adverts tend to pay more on Microsoft Ads than on Google Ads.

Targeting

Both advertising platforms offer excellent targeting options. When deciding between Google Ads and Microsoft Ads, you need to focus on your audience targeting strategy, creating a well-crafted advert that is shown to the right people at the right time. 

Google Ads provides two options; content targeting and audience targeting.  Google Ads targeting includes affinity segments, custom segments, detailed demographics, life events, in-market, and your data segments. At the same time, Microsoft Ads is very similar when targeting your audience, except it includes LinkedIn targeting. With Microsoft Ads you can target using custom audiences, customer match, device targeting, dynamic re-targeting, in-market audiences, LinkedIn targeting, location targeting, similar audiences, and more.

Keywords

Both platforms provide keyword match types. Both offer broad match, phrase match, negative keywords, and exact match.

Click Through Rate (CTR)

Click through rates (CTRs) are the first metric you look at when analysing your campaign performance. On average Google Ads has a thirty four percent higher click through rate than Microsoft Ads. Microsoft Ads has a 2.83% click through rate across all industries, while Google Ads has a 3.17% click through rate across all industries.

Conversions

Click through rate is an important metric when analysing your campaign performance, but another one you want to keep an eye on is your conversion rate. Microsoft Ads has an average conversion rate of 2.94% across all industries, while Google Ads has a 3.75% conversion rate across all industries. 

Conclusion

Choosing between Microsoft Ads and Google Ads is a major decision when it comes to your PPC campaign performance and success. Both platforms offer advantages, while catering to different demographics. It's important that you align your adverts based on your goals and strategies, ensuring you reach the right audience at the right time. If you need help with your PPC campaign, get in touch with the Genie Crawl team today.