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Bing Ads (Microsoft Ads) is Small but Mighty
October 16, 2019

Bing Ads (Microsoft Ads) is Small but Mighty

Austin Voigt | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Bing Ads

We are a digital advertising agency, and our entire paid media team uses Bing Ads (Microsoft Ads, now) for at least one client, but often many clients. We try to prioritize Google Ads due to its much larger audience sizes; however, Bing provides additional inventory outside of Google - and usually at a much more affordable price. Bing also has some features we really love and can't get in Google Ads, like image ad extensions, and LinkedIn targeting capabilities.
  • More cost-effective inventory than Google Ads.
  • Image ad extensions (not available in Google Ads, but very cool & effective feature for our more visually-branded clients).
  • LinkedIn audience targeting integrations.
  • Bing's ad platform could definitely use some improvements - it hasn't been updated in a long time, and it feels very outdated.
  • We feel that the optimization algorithms don't always perform as well for Bing Ads as they do in Google Ads (optimize for conversions, etc.).
  • It would be great to have even more integrations with LinkedIn audience targeting offered - right now, you can just make some bid optimizations in a couple of areas; we'd really like to get more robust options there, and maybe even things like cross-platform tracking.
  • Bing drives a higher per-dollar ROI than Google because its traffic is cheaper (around 30-50% cheaper CPCs).
  • However, Bing also drives less overall revenue, because it has less available traffic volume (around 30% of the traffic compared to Google).
Bing is definitely most comparable to Google; in terms of audience sizes, it has about 30% of the traffic that Google Ads can drive; however, its costs are much more efficient, and this additional inventory is less competitive. Additionally, Bing has some features not available in Google - such as image ad extensions and LinkedIn audience targeting capabilities - that are fun to take advantage of.
Bing support is always fantastic, and they really outrank Google there.

Do you think Microsoft Advertising delivers good value for the price?

Yes

Are you happy with Microsoft Advertising's feature set?

Yes

Did Microsoft Advertising live up to sales and marketing promises?

Yes

Did implementation of Microsoft Advertising go as expected?

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Would you buy Microsoft Advertising again?

Yes

Bing is fantastic to pick up additional inventory outside of Google Ads. It's also much more cost-effective. Its audience demographics tend to skew slightly older, slightly more blue-collar, and slightly more traditional/conservative. This is great if your target audiences match this demographic, or use Microsoft products that align with Bing usage. Bing is also great for B2B audiences with its LinkedIn audience targeting integrations.