Microsoft Ads is a tool available on the Polish market since 2022 – still relatively unknown and rarely used. More and more companies are discovering its potential and deciding to invest part of their budgets in Microsoft advertising. How can you do this? Learn about the Microsoft Ads advertising formats available in Poland and see how to use them.
Microsoft Ads – what is it?
Are you familiar with the Google Ads advertising system? Microsoft Ads is a very similar tool, but it allows you to advertise on Microsoft's search engine, Bing, and its partner search engines (DuckDuckGo and Yahoo).
Although Google controls over 90% of the global search engine market, Microsoft's system is attracting increasing interest from advertisers. It allows them to reach a completely different customer base while offering significantly less competition and lower campaign costs.
The recently established partnership between Microsoft and the ChatGPT tool means that Bing may become a more significant player in the search engine market.
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For this reason, marketers recommend that advertisers build their presence on Bing now, while the competition is still low. Microsoft Ads advertising can help you outpace your competitors and reach entirely new audiences. The wide range of ad formats allows you to achieve a variety of goals.
Microsoft Ads – advertising formats
In terms of advertising formats, Microsoft Ads is similar to Google Ads. What types of campaigns can you run with this tool?
Text ads
Text ads are the most popular format used by both Google and Microsoft Ads. They allow links with advertising text to be displayed in search results.
Dynamic text ads
Dynamic Search Ads look like text ads—they appear in search results as a response to a user's query. However, their content is based on the advertiser's website content. The system scans the content and displays the appropriate ad to the appropriate audience based on individual factors.
Product ads
Shopping ads are designed to promote specific products from an online store. They are displayed as tiles with a photo of the item, its name, and price. This format is eye-catching and encourages clicks.
Advertising specific products related to a user's search can increase conversions. Shopping ads on Bing are available in two versions: standard shopping (with greater campaign customization and control) and smart shopping (with automation options and algorithms, but with fewer campaign customization and control options).
Responsive search ads
Responsive Search Ads automatically select the best-performing headline and description combinations. Selecting this campaign type allows you to display the best-performing ads to users and automatically remove the worst-performing ones.
Display advertising
Display ads are displayed on various websites belonging to a specific network. In the case of Microsoft Ads, this is the Microsoft Audience Network, which includes Microsoft's own websites (e.g., MSN) and its partners. Display ads direct users to a specific landing page and are great for building reach and brand awareness.
Remarketing
Remarketing is a way to reach customers who have already visited your website. Ads reminding them of the advertiser's offer can be displayed on various websites they browse. This format primarily helps increase conversions.
App Install Ads
App Install is a Microsoft advertising format similar to text ads. However, instead of redirecting viewers to your website, it takes them to the app's page in the App Store or Google Play. It's an ideal way to promote mobile apps.
Microsoft Ads – what else can we expect in the future?
The Microsoft Ads platform has been available on the Polish market since 2022 and is still developing. It's possible that in the near future it will also enable the use of other formats already available in some countries, such as multimedia ads displayed in search results.
By using large images, they effectively attract the eye and can better capture users' imaginations. Internationally, Microsoft also collaborates with major streaming platforms (HULU, MAX, VEVO, Discovery+, CNN, FOX, etc.), enabling video ads to be displayed while watching selected content.
Microsoft Ads – is it worth the investment?
Microsoft Ads is certainly an interesting tool worth giving a little attention to. It can be a great solution if:
- you want to reach a new audience,
- you want to get ahead of your competition,
- you have small advertising budgets,
- you are planning to expand into foreign markets.
It is worth bearing in mind that the users of the Bing search engine are primarily mature, wealthy and well-educated people.
They primarily use desktop computers and laptops, which is a stark contrast to Google users, who increasingly choose mobile devices. For this reason, advertising on Microsoft Ads can be very profitable for products and services targeted at a specific customer group.
If you already advertise on Google Ads, supplementing your portfolio with campaigns run in the Microsoft system won't be difficult. It allows for easy data import from the Google advertising system.
This means you can easily start advertising with the same settings. And if you need help with effective advertising (on Microsoft, Google, and beyond), be sure to check out Verseo! We'll help you achieve the results you expect.
Summary
The above article covers the following topics:
- Microsoft Ads is an increasingly popular alternative to Google Ads, offering cheaper campaigns on the Bing search engine and partner networks.
- Microsoft Ads offers a variety of advertising formats, such as text ads, shopping ads, responsive ads, display ads, app campaigns, and remarketing, allowing you to effectively reach customers on multiple levels.
- The Microsoft Ads platform is constantly evolving and plans to introduce new formats in Poland, such as multimedia ads and video streaming services.
- Investing in Microsoft Ads is a cost-effective way to reach affluent desktop users at a low cost and with easy integration with existing Google Ads campaigns.
