“Do people even use Bing?”

The simple answer is yes. Bing may have a considerably smaller market share compared to Google for not only organic searches but also PPC marketing, with Google Ads services being the major competition, but that doesn’t mean it should be completely forgotten about.

For April 2019, Statistica reported that Google maintained a market share of 95% in Australia, while Bing was the second most popular search engine at 3.66%. Now yes, we know that is a significant difference but that still means plenty of people are using Bing as their search engine of choice AND it’s the second most popular search engine in Australia.

So if there are people still using Bing to find what they’re looking for, that also means that people are using Bing and clicking on their search ads.

We’ve previously covered the Google versus Bing debate if you’d like to learn some stats and facts, but recently there have already been some interesting things happening over at Microsoft that could give Google a run for its money.

Google Ads has rolled out quite a few changes over the last year or so, with not only a new platform to use and setup campaigns, but also a big rebrand from Google AdWords to Google Ads. And it looks like Microsoft is following suit.

Microsoft Ads – Why The Name Change?

Microsoft Ads is a PPC platform, very similar to Google Ads, in that it allows businesses to promote themselves through search ads, product ads and more.

From its origins on MSN to Bing Ads and now Microsoft Ads it’s undergone a few changes over the years. But why the change in the first place?

Microsoft has said: It’s a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products”.

The big platform that triggered this change was the Microsoft Audience Network to make it easier for customers using the platform to know that it all ties into the same brand. The Microsoft Audience Network is quite similar to the Google Display Network, and uses AI to display ads across partner websites.

New Features

Microsoft Ads has definitely been a bit behind on the innovation front compared to Google Ads but with the recent brand change Microsoft is planning on challenging this as they are testing a number of new features.

Search Engine Land rounded up the 10 product features currently in beta testing or already available including:

  • Video extensions appearing in the corner of ads ranking in position one
  • Dynamic product extensions with links to products and prices
  • Dynamic data extensions such as data tables
  • Image extensions
  • Large call to action extensions
  • Audience ad customisations
  • Filter link extensions
  • Flyer extensions
  • Review extension (discontinued on Google Ads)
  • 3D ads that allow users to click on images and access more information, adjust and more

What Does This Mean For Your Business?

If you haven’t already thought about Microsoft Ads before for your PPC advertising it’s time to start thinking about it – get started with Be Media for your business’ growth strategy.

Not only will you be able to reach people who use Bing as a search engine, but also their partner websites through Microsoft Audience Network. And with unique features such as video extensions and 3D extensions, your business will be able stand out from all the other search ads.

Maybe we’ll even get an update to the platform in the near future as well *hint hint* but we look forward to see what innovations Microsoft comes up with next.

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