For SaaS startups, Microsoft Ads (Bing Ads was the old name until 2019) offers a cost-effective marketing solution. With lower cost-per-click (CPC) rates compared to Google Ads, startups can achieve higher visibility without overspending. Microsoft Ads/Bing's audience, often older and more affluent, presents a lucrative market for business-oriented products, leading to higher conversion rates.
If the reasons above were not convincing, then think about the integration between Microsoft Ads and LinkedIn. The integration provides advanced targeting options, allowing precise reach to decision-makers and professionals. Additionally, less competition on Microsoft Ads/Bing means Startups can stand out more easily.
What? Yes - in general, lower competition on Microsoft Ads means you get better CPC rates than Google Ads.
The other advantage of Microsoft Ads/Bing Ads is the similarity with Google Ads. If your Startup is already familiar with Google Ads, then consider a lower learning curve when you incorporate Microsoft Ads/Bing Ads.
Ad Formats: Both platforms offer similar ad formats, including text ads, shopping ads, and display ads.
Targeting Options: Bing Ads and Google Ads provide advanced targeting options based on demographics, location, device, and time of day.
Keyword Bidding: Both use a pay-per-click (PPC) model where advertisers bid on keywords to display their ads.
Ad Extensions: Both platforms offer ad extensions, such as site link extensions, callout extensions, and structured snippets, to enhance ad visibility and provide additional information.
Audience Size: Google Ads has a significantly larger audience, covering over 90% of internet users globally. Microsoft/Bing Ads, while smaller, still reaches a substantial audience, particularly in the U.S.
Cost-Per-Click (CPC): Microsoft/Bing Ads typically has lower CPC rates compared to Google Ads, making it more cost-effective for startups with limited budgets.
User Demographics: Microsoft/Bing’s audience tends to be older and more affluent, often comprising professionals and decision-makers, which can be advantageous for B2B SaaS products.
Integration with LinkedIn: Microsoft/Bing Ads integrates with LinkedIn, allowing for enhanced professional targeting, which is particularly beneficial for B2B marketing.
Market Competition: There is generally less competition on Microsoft/Bing Ads, providing an opportunity for startups to stand out more easily compared to the highly competitive Google Ads environment.
Both Microsoft/Bing Ads and Google Ads offer robust advertising solutions and that's why it makes total sense to leverage both platforms.
With all that out of the way, lets focus on creating a Microsoft Ads account. Follow these simple steps to get started:
Go to the Website
Visit ads.microsoft.com and click "Sign Up Now."
Create an Account
When prompted to log in, click on "Create One." Enter your email address and create a password. Verify your email to proceed.
Provide Basic Information
Fill in the basic information Microsoft requests. Once completed, you’ll be redirected to a new page.
Skip Campaign Creation
For this tutorial, we won’t create a campaign. Click "Skip Campaign Creation."
Enter Business Information
Fill in your business information and agree to the terms of service. Click "Finish Sign Up" at the bottom of the page.
Access Your Dashboard
You will be taken to the dashboard where you can change settings and manage your account.
And there you have it! You've successfully created a Microsoft Ads account. You can start off by copy your Google Ad campaigns over to Bing. That's a good way to start, but as you get more familiar with the platform you can optimize further.
Now that you're setup with Microsoft/Bing Ads, lets quickly review the pitfalls to steer clear of:
Ignoring Keyword Research: Skipping thorough keyword research can lead to poor targeting. Use Microsoft/Bing’s keyword planner to find relevant and high-performing keywords for your ads.
Neglecting Negative Keywords: Failing to include negative keywords can waste your budget on irrelevant clicks. Identify and add negative keywords to refine your audience targeting.
Setting Broad Match Keywords Only: Relying solely on broad match keywords can result in your ads appearing for unrelated searches. Use phrase and exact match keywords to improve targeting accuracy.
Poor Ad Copy: Weak or unclear ad copy can fail to attract clicks. Ensure your ads are compelling, clear, and contain a strong call to action.
Not Utilizing Ad Extensions: Ignoring ad extensions can limit your ad’s effectiveness. Use site link, callout, and structured snippet extensions to provide more information and increase click-through rates.
Skipping Performance Monitoring: Not regularly reviewing and adjusting your campaigns can lead to suboptimal performance. Monitor your ads' performance and make data-driven adjustments.
Ignoring Mobile Optimization: With a significant number of users browsing on mobile, failing to optimize ads for mobile devices can result in lost opportunities.
By avoiding these pitfalls, you can set up more effective Bing Ads campaigns and achieve better results for your SaaS startup.
If you need customized help with your Startup's advertising needs, reach out to our team at ShoutEx.