Item: Microsoft Advertising
Rating: 7
Author: Missy Geyer

Use Cases and Deployment Scope

We utilize Microsoft Advertising [(formerly Bing Ads)] as another platform to advertise on behalf of our clients. We are a digital agency that sells a large array of different advertising and marketing options and Microsoft Advertising is one of them. It is utilized by our digital department - and our Digital Media team specifically are the ones that are hands on keyboard. Microsoft Advertising allows us to expand our reach outside of just Google Ads.

Pros and Cons

Google Integration
Easy use of the platform
Reporting

Customer Support
Overall Reach
More competitive with Google

Most Important Features

Google Integration
Google Import
Reporting

Return on Investment

We've had a very hard time spending our budgets on Bing which has caused us a lot of extra work on our end. We've essentially had to move that money back to Google or other platforms.
It does have an easy import from Google so you're not doubling efforts.
The CPCs tend to be less expensive than Google - which is always good for business owners.

Alternatives Considered

Google Ads (formerly AdWords), Yahoo Gemini! (Verizon Media Native) and formerly Yahoo! Advertising

Unfortunately, I don't think anyone has been able to properly and effectively compete with Google. They are the mammoth in the space - so therefore, I don't think either Bing or Gemini have had a fair shot to showcase their potential worth.
Again, I have found it very difficult for Bing to effectively spend our campaign budgets and customer service has been less than helpful.

Key Insights

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

Yes

Are you happy with Microsoft Advertising's feature set?

Did Microsoft Advertising live up to sales and marketing promises?

Did implementation of Microsoft Advertising go as expected?

Yes

Would you buy Microsoft Advertising again?

Yes

Other Software Used

Google Ads (formerly AdWords), Yahoo Gemini! (Verizon Media Native), formerly Yahoo! Advertising, Criteo Audience Match

Likelihood to Recommend

I have always had the belief that Microsoft Advertising [(formerly Bing Ads)] is a better platform to reach an older demographic. Let's face it - everyone and their mothers are using Google as their default search engine. You typically see an older demo on Bing. We've run several clients on Bing because we needed to reach that older demo & expand our reach beyond Google. However, we always seemed to have an issue with spending our budgets.
I don't think every client or business is the right fit for Microsoft Advertising.

Bing Ads - Honest Review

Overall Satisfaction with Microsoft Advertising (formerly Bing Ads)