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Microsoft Ads: An underrated way to elevate your Growth Marketing Efforts
It might surprise many that Microsoft Advertising is an extremely well-thought marketing platform with some great potential behind it. Although it is not connected with the most popular search engine Google, Bing is still at the top, being an integral part of Windows 10, Cortana, Office, and AOL. Also the search networks Microsoft uses has more than 200 million Windows 10 users, from which 45.4 million searches that Google does not have access to arise from.
But a significant advantage would be that with Microsoft Ads, you can control the demographics, allowing your ads to target the specific niche of customers that your business might have. Their algorithm also increases your bids when the ad is seen by somebody from your intended audience, which increases the chances for a successful conversion to occur.
Studies also show that the search engines used by Microsoft Advertising appeal to a more mature and affluent audience, given that 54% of that audience has an annual average income of $75,000 or more. Perhaps reflective of this fact is that the depth of search activity when it comes to search results for the same keyword is much greater on Microsoft/Bing than it is on the Google network of properties.
Microsoft advertisements also have a better ROI (return on investment), requiring lower costs, and in turn, smaller budgets than when advertising on Google. This allows you to start with small bids on keywords, and increase your bids when a successful conversion seems more likely. These would be just a few of the advantages of advertising using this service, but you can discover more once you start using it yourself.
With so much going for it, Microsoft seems like potentially a no-brainer. So how does one go about leveraging Microsoft Ads in order to maximize the benefit it provides for your business?
This is where we come in.
Leveraging Microsoft Ads as a Growth Marketing Channel
There are a number of steps that we undertake in order to get your business on track towards better leveraging Microsoft ads as an under-the-radar vehicle for growth.
Competitor Analysis
We analyze your competition’s marketing efforts. Specifically, we would look at just how your competitors are capturing their respective market share, and seeing if there is anything we can glean for the benefit of your business.
Keyword Research
We perform keyword analysis in order to know which specific trending keywords can retrieve more traffic and ultimately generate the most cost-effective and efficient traffic for your business.
Create Winning Ads
We create ads to attract the audiences that are most drawn to your products and services, paying close attention to ad copy, image quality and calls to action.
Landing Page Design
Once a visitor lands on your landing page after clicking on your ad, the message should not only reinforce the message that drew your visitor to the landing page in the first place. It should also be able to convince your audience that their initial curiosity was warranted enough for them to take an action, such as signing up for a demo, a consultation or making a purchase online.
Campaign Optimization
Campaigns are optimized on a regular basis to ensure that best-performing ads, campaigns, and creatives are all maximized in order to get the best results for your business.
Regular Reporting
As part of our optimization efforts, we regularly provide reports to keep you engaged and on top of how your campaign is performing.
Microsoft Ads should be an integral part of the Growth Marketing mix at any growth-focused business.
Microsoft Ads can be an underrated part of a growth marketing approach for businesses looking for an extra edge in terms of generating revenue growth and exponentially improving their business performance.
In addition to providing an alternative to advertising on Google, Microsoft Ads provides an effective way to extend your reach at a lower cost, reach multiple search engines (Bing, Yahoo, AOL), and provide access to users that use products such as Windows 10, Cortana, Office that are an integral part of the Microsoft network.
A winning Microsoft Ads strategy in our experience includes.
Performing comprehensive keyword research to look for words that perform better on Bing than on Google
Having strong calls to action that allow your ads to stand out
Being super specific in terms of your offer and the benefits it provides
Leveraging the Microsoft Audience Network including sites such as Wall Street Journal, Forbes and Dictionnary.com
Getting super granular with your audiences
Experimenting with Dynamic Search ads