Microsoft Ads vs. Google Ads: Which is the Best PPC Platform?

Boosting your visibility is a sure way of improving your chances of dominating the marketplace. And if you want to boost the visibility of your business, you’ve got to consider using paid search advertising like Microsoft Ads vs. Google Ads. But here is the question — Microsoft Ads vs. Google Ads, which is the best advertising option? Well, your choice will be dependent on various factors like cost, and the best platform that would yield a better return on investment (ROI).

However, to get the best result for your business, you should perish the urge for the Microsoft Ads vs. Google Ads comparison. Instead, you’ve got to consider using the two platforms. Trying to consider Microsoft Ads and Google Ads is much better than comparing the two. Think of them like peanut butter and jelly. Each of these is good, but if you want to get the most out of the snack, you’ve got to consider using the two.

Over the years, there has been lots of comparison between Microsoft Ads and Google Ads — and Google Ads almost always tops the list. After all, Google is the largest search engine platform on the planet. Times have changed, and Microsoft’s search engine has grown over the years. Ignoring the potential that comes with the Microsoft Ads is of no good, and pretty much translates to leaving money on the table.

In the coming sections, you’ll discover the history of these advertising platforms, their similarities, their differences, and also how you can use these platforms to boost your visibility and leads.

Are Microsoft Ads or Google Ads Good?

Here are some stats to help you see how ads on these two platforms are performing. When it comes to clickthrough rate (CTR), Microsoft Shopping ads have a 45% higher CTR than Google. For Cost-Per-Click (CPC), the average CPC of Microsoft Shopping Ads is 30% lower than that of Google. Finally, the average Cost-Per-Acquisition (CPA) of Microsoft’s Shopping Ads is 40% lower than Google.

What are Microsoft Ads?

As the name implies, the Microsoft search engine is managed by Microsoft. It offers services like maps, web, video, and images. The advertising service is known as Microsoft Ads, but it was renamed Microsoft Advertising in 2019 from Bing Ads. The rename covers the service extension of the platform. Microsoft’s ad serves on Yahoo, AOL, MSN, and Microsoft networks.

Microsoft Ads Pros:

• Microsoft + Yahoo: As the second most used search platform, Microsoft AdCenter serves ads for Yahoo, and that generates the Yahoo Microsoft Network combo that represents both search engine platforms. Therefore, if you opt for Microsoft, you’re pretty much-reaching audiences on the two platforms.
• Less Expensive: Since Microsoft is not as popular as Google, you’d expect less competition for keywords on the platform, and that translates to a lower bidding price — but that’s not always the case.
• Larger Character Limit: With Microsoft, you’d get a 40-character title, and that’s much larger. The larger character limit available on Microsoft allows for more targeted ad text and keyword specificity.
• Top-of-Page Ad Placement: In comparison to Google, Microsoft showcases more ads at the top of its search engine page. And appearing at the top is an easy way to get found since such positions are easily seen by users who are making search queries.

Microsoft Ads Cons:

• Less Traffic: Since Microsoft is not as popular as Google, and its market share is much lower than Google’s, focusing all your efforts on the platform could make you lose out on potential customers who don’t use Microsoft or Yahoo as their primary search engine platform.

What is Google Ads?

Google offers the most used search engine platform in the world. In addition to that, they have other amazing offers like software, products, drives, and more. Google’s online advertising platform is called Google Ads. The Ad offering includes third-party websites, YouTube, Google search, mobile, and more.

Google Ads Pros:

• Creating Google Ads campaigns are somewhat quick
• Instant results from the Google Ads
• Increased Google Ads size
• Accommodates any budget size
• Users have full control of their ads
• Results are easily measured
• Search results get fantastic exposure
• You can test ideas and keep improving.

Google Ads Cons:

• Higher cost-per-clicks for competitive segments
• You need top-notch landing pages for better quality score
• Carefully select your keyword targeting.

Which has More Targeting Capabilities?

At the ad group level, Microsoft has more granular targeting, but things are quite different when it comes to Google Ads. Google Ads allows users to set their language, location, ad scheduling, network, and ad rotation at its campaign level. When it comes to the ad groups, it’s limited to the campaign-level settings.

Google Ads vs Microsoft Advertising: Understanding the Two Ad Platforms

Here’s a deep dive into how these ad platforms differ.

1. Search Volume:

Since Google has the largest market reach, and about 74% of all global searches are done on the platform, it means that 3 out of 4 people who use search engines make use of the Google platform. On the other hand, Microsoft has made a significant improvement when it comes to expanding its web presence.

2. Competition:

The large search volume on Google translates to an increased level of competition for people who are running campaigns on the Google search engine platform. However, marketers who run campaigns on the Microsoft platform face a relatively lower level of competition — about 36% less competition compared to the Google platform.

3. Cost:

Since Microsoft Ads CPC is relatively cheaper than Google Ads, the total cost of ad campaigns on Microsoft Ads is also lower. That’s not to be confused with the ad spend. The ad spend fluctuates, and it’s dependent on the industry.

You may likely get more while using Microsoft Ads, but the search traffic on the two platforms is very different. With Microsoft Ads, you’d likely spend less, but will generate traffic quality that is not on par with that of Google. All in all, your less spending may translate to less traffic quality.

4. Clickthrough Rate (CTR):

For Microsoft Ad campaigns, the average clickthrough rate across all industries is 2.83%, and that’s about 50% higher than that of Google Ads. When it comes to industries that offer career or employment services, Microsoft gets high CTRs — and that’s about 3.53% average CTR.

5. Targeting Options:

Both the Google and Microsoft Ad platforms offer targeting options. These targeting options help cut down ad spending and also encourage engagement. The targeting options on Google Ads include audience targeting and content targeting.

Audience targeting could be remarketing, custom-intent, demographics, or similar interests. Content targeting could be content keywords, placement, search display extension, or topics. All these options are applicable at the campaign and account levels.

When it comes to Microsoft Advertising targeting, these options can be customized using geographic location, device, day of the week, and other customization options — but they are not as robust as Google Ads. If you apply these options to your ad group level, you’d get more granular with your Microsoft Ads. There is also the option of assigning different ad campaigns to different time zones.

6. Language Options:

With Google Ads, language targeting is somewhat easy, and you get to target over forty languages. However, things are relatively different with Microsoft Ads — you only target up to twelve languages.

7. Interface/Updates:

When it comes to the Updates (and interface), Google Ads is at an advantage. Microsoft is following Google’s trials in this area — and that could be seen in its Expanded Text Ads and Structured Snippets, where Microsoft implements these into their account after Google must have already done theirs. When it comes to Microsoft advertising, there’s the option of importing campaigns from Google, but that can not be done the other way around.

Google Ads + Microsoft Advertising = Best PPC Ad Strategy for Your Business

Comparing Microsoft advertising with Google Ads is no good. To get the most out of your campaigns, you need a mix of the two. This way, you’d generate more leads, and boost your visibility across these two search engines. Marketers who desire to test their PPC should set up campaigns on both Microsoft and Google ad networks. After running a couple of campaigns on these platforms, you’d get to see which works for you.

Which will Produce More Conversions and Revenue?

There is no doubt that both ad networks offer high engagements with sites and landing pages, but the Google Ad network is slightly better than Microsoft. With an average conversion rate of 3.75%, Google performs better than Microsoft which offers a conversion rate of 2.94%.

There are benefits to using any of these two ad networks. But if you desire to use both ad networks at-a-go, you’ve got to be more patient with your approach.

Nowadays, data rules the world, and if you rush to make decisions as the data rolls in, you may pretty much make some mistakes. After all, Google and Microsoft Ads do not measure conversions the same way. Rushed decisions may lead to inaccurate conclusions about your return on investment (ROI).

When it’s time to measure the performance of your Google and Microsoft Ads, you’ve got to compare conversions across a broad time frame. If you view your performance on a long-term basis (say several months or longer), you’d easily see how the two platforms are performing. However, if you want to be effective, you’d need a marketing analytics tool — and that’s where the PPC Signal tool comes in for Google Ads campaigns.

With the right analytics tool, you’d track your campaign by monitoring the right metrics. Speaking of metrics, you’ve got to consider metrics like CPC, clicks, conversions, and impressions. But how can you measure these metrics using the PPC Signal tool?

The PPC Signal tool uses a data-driven approach and offers you an opportunity of tracking your campaigns from all sides. Getting your desired information is pretty straightforward, and you get to do that without wasting much time and effort.

Here’s the screenshot of what the PPC Signal dashboard looks like.

From the image above, you’d see that information is displayed in the form of signals, and the tool uses filters like device type, Geo, and Metrics. After clicking on your desired filter, you’d see relevant information about the filter displayed as signals on your screen.

For instance, if you desire to see the conversion values of your campaign, you’ve got to click on the Metrics filter before clicking on the Conversion value icon.

Moving on, you’ve got to understand the Anomaly detected between the Cost per Conversion and Conversion. A quick understanding of this information will help you make better decisions.

You can click on the Explore button to gain more insight into the signal. After clicking on the Explore button, you’d get a graphical representation of your signal. And such graphics gives an overall picture of your signal.

FAQs:

How is Microsoft Ads different from Google Ads?

A close look reveals that the Clickthrough Rate (CTR) of Microsoft Shopping Ads is 45% higher than that of Google.

Is Bing Ads the same as Microsoft Ads?

Bing Ads has been rebranded to Microsoft Ads. To a large extent, Bing Ads is the same as Microsoft Ads.

Are Microsoft Ads effective?

Yes, Microsoft Ads are effective, and such campaigns tend to have 36% less competition than Google Ads.

Who is Google Ads’ biggest competitor?

The Facebook Advertising platform is arguably Google Ads’ biggest competitor — and they are built with the most advanced algorithm. Aside from its advanced algorithm, Facebook has the largest selection of ad types.

Wrap Up:

The Microsoft Ads vs. Google Ads debate is an age-long debate, and it’s somewhat not relevant in today’s world. If you want to get the most out of your marketing efforts, you’ve got to consider using a mix of the two. A healthy mix of Microsoft Ads vs. Google Ads will help you generate the most leads and possibly position your brand as an industry leader.

However, it’s important to state that marketers get to target users in forty languages by merely using Google Ads. But the number of languages available in Microsoft Ads is merely twelve — and that’s enough, depending on who you are targeting.

If you’re looking to reach a wide range of audiences, you’ve got to consider using Google Ads. Why? Because the reach and total audience on Google network is much bigger than any other network.

But your best shot should be a mix of both Microsoft Ads and Google Ads — and you can’t go wrong with that!

Now you know all you need to know about the Microsoft Ads vs. Google Ads debate, which of these ad networks will you use to promote your brand?