We like to think that Google has a monopoly on PPC ads but if you look a little closer into Microsoft advertising, you may just find another arrow to stash in your marketing quiver. One that could even hit your target at a greater speed, and with greater accuracy depending on how it is applied. 

In fact: 

Bing has more than 500 million unique visitors each month - Backlinko 

At Infoserve, our PPC team knows all about it. 

Reaching a new audience 

One of the standout benefits of investing in Microsoft Advertising is the ability to reach a wide audience, even beyond Bing’s search results. 

Unlike Google which focuses primarily on their SERP (search engine results page), with Microsoft Advertising, you can target Yahoo, AOL and other search engines that allow you to reach even more potential customers. 

It may even be the case that your target customers are more active on these platforms.

Less competition

A common complaint we hear at Infoserve when suggesting Microsoft as a viable place to put your ad spend is that it has fewer users, and therefore isn’t as impactful in terms of gaining a significant return on ad spend, but we would argue that this attitude is precisely what makes it such a powerful tool. 

Because many businesses still have this attitude, it means that there is far less competition for ad space, which lowers CPC (cost-per-click) and therefore increases ROAS (return on ad spend). 

When you have less competition, you don’t need to work as hard or spend as much money to see the results you’re after. 

Therefore, Microsoft ads are not to be underestimated. 

Targeting using Linkedin

For B2B businesses, Microsoft Advertising offers a unique advantage through its integration with LinkedIn. 

This feature allows you to target ads based on LinkedIn profile data such as job title, industry, and company size. This level of precise targeting is particularly useful for businesses looking to reach professionals within specific industries, ensuring that your ads are seen by the most relevant audience, increasing your likelihood of conversions. 

Microsoft audience network

Microsoft audience network is Microsoft Advertising’s display advertising platform that allows you to create ads across the Microsoft network including Edge and Outlook. 

These ads are native, because they adapt to the platform they are displayed on as well as being personalised to the user thanks to various AI capabilities.

Campaign importing from Google

If you’re already running campaigns on Google Ads, Microsoft Advertising makes it easy to transition. The platform offers a simple campaign import feature that allows you to transfer your existing campaigns from Google Ads. 

Google Ads Import is a simple process that is outlined in Microsoft’s Advertising’s guides.

Understandable campaign management

Microsoft Advertising is easy to set up, easy to monitor and easy to optimise. 

With clear reporting and analytics, you can gain valuable insights into your campaign performance and make informed decisions based on the data rather than a lucky hunch. This ease of use ensures that even those new to PPC advertising can effectively understand their campaigns and achieve their marketing goals.

Multiple ad types 

Microsoft offers a variety of ad types that give you plenty of options for your business. Different ad types will suit different businesses, industries and audiences which makes this a really powerful tool. 

You can choose from: 



• Text ads 
• Responsive search ads
• App instal ads 
• Image ads 
• Video ads 
• In the feed 
• Vertical ads 

Targeting your audience

Microsoft audience network offers a wide variety of targeting, allowing you to target your audience with accuracy using the following categories: 



• Demographic: Target your audience by age, gender, socio-economic background, education and more. 
• Location: You can narrow down your search to geographic regions, countries, counties and even postcodes. 
• LinkedIn profiles: One of Microsoft Advertising’s most unique features, targeting your audience by job title, industry and company type.
• Interests and attitudes: Ads can be targeted depending on the interests of users or the interests of those who have previously interacted with the ad. 
• Wholly personalised: This feature gives you the ability to remarket using customer data from your website 

Within these segments, you can narrow down your audience further

Not sure where to start? 

Here at Infoserve, our PPC experts handle your Microsoft Advertising campaigns from initial research and creation to optimisation. We have access to decades of local keyword insights and tracking information to deliver the best possible outcome for your business. 

For an in-depth guide into the basics of PPC, download our FREE PPC White Paper where we cover everything you need to know when setting up your ad campaigns.