Bing Ads was Microsoft’s own take on a search advertising platform, similar to Google Ads. With Bing Ads, businesses could run paid advertising (PPC) on Microsoft’s search engine, Bing.
Advertising on Bing brings about a number of benefits that can differ slightly from Google’s own offering. The main driver for businesses wanting to appear on Bing is that it is well-known for delivering higher value customers. This is particularly beneficial for e-commerce websites offering high-end goods. With the Cost Per Click (CPC) generally being lower on Bing, it can deliver a higher Return on Investment (ROI).
But on the 29th April 2019, Microsoft announced that they are sunsetting the Bing Ads brand. Instead, the company is combining its range of advertising products under one roof, now known simply as Microsoft Advertising (or Microsoft Ads, for short).
What’s different about Microsoft Advertising compared to Bing Ads?
For now, only the name and brand is different. Bing Ads is now called Microsoft Advertising.
But Microsoft has bigger ambitions than just a name change. In fact, the company is focused on delivering AI-driven digital marketing solutions. In the announcement of the change, Microsoft noted:
“In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business.”
This isn’t too dissimilar to Google’s strategy. Both companies believe that AI will be the future of digital marketing and will help yield better results for advertisers. After all, data-driven marketing is the way forward. Through AI, digital marketing agencies, like AtomicMedia, can make use of advanced algorithms that adapt and learn over time to help deliver increased success for clients.
One of Microsoft’s more recent AI marketing solutions, Microsoft Audience Network, is helping to deliver a higher Return on Ad Spend (ROAS) - one example is Overstock.com, which has seen a 33% increase in ROAS since switching to the Microsoft Audience Network.
The Microsoft Audience Network works by combining high levels of data - like customer intent and profile data - to deliver hyper-targeted advertisements to consumers.
It’s not just about AI.
Microsoft wants to expand beyond search. It already offers a number of other advertising solutions, such as display advertising on its gaming platform, Xbox, or its cloud-based email service, Outlook.com. With its acquisition of LinkedIn, Microsoft is now able to combine user data with search data and offer enhanced targeting solutions.
Sponsored Products is an avenue Microsoft is heavily invested in. It wants to make it easier for manufacturers and retailers alike to reach consumers looking for their products, whilst increasing the amount of data available to marketers.
AtomicMedia is ready for the change
Working closely with Microsoft, at AtomicMedia we keep abreast of all the latest developments in the complex and ever-changing digital marketing space. Our team of digital marketers are constantly learning about Microsoft’s new marketing solutions and analysing how best we can align these products to suit our clients’ objectives.
If you are looking to enhance your online visibility through paid advertising, speak to a member of our digital marketing team today.