At StubGroup, we’re passionate about digital advertising, and one aspect that often doesn’t get the attention it deserves is how often we manage campaigns on the Microsoft network. In a recent conversation, we discovered just how impactful Microsoft advertising can be for businesses, with one lead spending a substantial $445,000 a month on Microsoft alone. This prompted us to delve deeper into the world of Microsoft Ads, exploring its unique features, challenges, and opportunities. Today, we want to share our insights on what works, what doesn’t, and how you can maximize your results on the Microsoft network.
The Good: Leveraging Opportunities Beyond Google
Microsoft is sometimes considered the underdog compared to Google, but there are distinct opportunities that shouldn’t be overlooked. While we typically advise clients to start their search campaigns on Google, Microsoft becomes a powerful asset when aiming to maximize market share. In some cases, clients find Microsoft performing exceptionally well, even surpassing Google, as illustrated by the lead spending generously on Microsoft without a fixed budget for Google.
However, it’s crucial to recognize that Microsoft traffic comes with its nuances. The lower competition often results in cheaper clicks, making it an attractive option for advertisers. Still, the key is not to set it and forget it. Optimizing Microsoft campaigns separately from Google is vital, considering differences in audience behavior, devices used, and overall traffic interaction.
The Bad: Navigating Performance Challenges
Despite its potential, Microsoft Ads may not always deliver the expected results. Some accounts are experiencing performance issues, potentially linked to traffic quality or conversion rates. It’s essential to monitor campaigns closely and be willing to adjust strategies based on the unique dynamics of the Microsoft network. We’ve even encountered situations where clients opted to scale back ad spend on Microsoft temporarily due to challenges in achieving the desired conversion metrics.
The Ugly: Understanding the Dynamics and Making Informed Decisions
To navigate the complexities of Microsoft Ads successfully, it’s crucial to recognize the differences between Google and Microsoft. A couple of factors deserve special attention:
- Search Partners Network: Evaluate the performance of the Search Partners Network, as it can significantly impact your campaign metrics. While not a universal rule, excluding it might be necessary in certain situations to maintain campaign integrity.
- Audience Differences: Microsoft’s limited impression share on mobile devices distinguishes it from Google. Understanding where your audience is most active—whether on computers or mobile devices—can influence your advertising approach on Microsoft.
Maximizing Opportunities on Microsoft
Amidst the challenges, there are unique features on Microsoft that advertisers can leverage:
- Multimedia Ads: Stand out by incorporating multimedia ads that utilize creative assets like images. This feature allows you to capture a significant portion of the search engine results page, providing a visual advantage over traditional text ads.
- Additional Targeting Options: Explore Microsoft’s additional targeting options, such as LinkedIn-based targeting. This allows you to refine your audience based on company, industry, and job type, providing a nuanced approach to reaching potential customers.
- Free Analytics Tool – Microsoft Clarity: Regardless of running ads, Microsoft’s free tool, Clarity, offers valuable insights into user interactions with your website. Utilize Clarity to optimize landing pages, understand user behavior, and enhance the overall user experience.
Conclusion
While Microsoft Ads may not always get the spotlight, it’s undoubtedly a channel worth exploring. At StubGroup, we consider it for most clients, weighing the potential benefits against individual business needs. If you’re running Microsoft Ads or considering it for your digital advertising strategy, we’d love to connect and discuss how to make the most of this platform. Reach out to us through our website at stubgroup.com, and don’t forget to subscribe to our YouTube channel for more insightful content to enhance your digital marketing efforts.