Googlest du noch, oder BINGewatchst du schon? – Warum Microsoft Advertising in keinem Marketingmix fehlen sollte

Anyone who searches for something on the internet is Googling. The term "Googling" has firmly established itself in the vocabulary of most people and even made it into the 23rd edition of the Duden in 2004.
The fact that "Googling" originates from the eponymous search engine will probably surprise no one. Other search engines still stand in the shadow of the giant Google and are often forgotten in marketing efforts. But is that justified?
In this article, we explore why Bing continues to be criminally overlooked and why it is now more worthwhile than ever for businesses to invest in Microsoft Advertising (formerly Bing Ads), what differences and advantages the platform offers, and why the topic of generative AI should not be ignored.

Bing in the Search Engine Ranking and Technical Innovations

Bing may not be the first search engine that comes to mind when thinking about internet research. Nevertheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily increased, while Google is currently stagnant (at a high level).
The Microsoft Search Network used by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, which together reach a considerable number of users. This, in turn, expands the possibilities for advertisers in Microsoft Ads and increases the potential visibility of their ads.

In an absolute comparison, the Microsoft Search Network still lags behind Google, but it has carved out a stable place in the market. It is also expected that Bing's market share will continue to rise in the future, as more and more people search for alternative search engines in times of a growing desire for privacy.

Microsoft's continuous investment in technical innovations to make Bing more attractive for users contributes to this. This is not only reflected in the new AI features that are continually being implemented in Bing but also in a general massive increase in interest in artificial intelligence among internet users. Naturally, the in-house advertising platform Microsoft Ads also benefits from this development.

Advantages of Microsoft Advertising Over Google Ads

An important factor where Bing differs from Google is the demographic composition of its users. While Google targets a broad audience, Bing is particularly popular with older people and business professionals. This can be advantageous for certain companies that want to reach precisely these target groups. Decision-makers and influencers, in particular, can be effectively reached in this way.

Often forgotten but not less important: On most work PCs running Windows, Microsoft Edge is the default browser, and Bing is therefore the default search engine. Cortana also retrieves its results from there. This significantly increases the likelihood that a search query in Bing will occur in a business-relevant environment. Furthermore, the majority of traffic consists of desktop users. These factors can additionally positively influence the quality of the traffic.
Another advantage of Microsoft Advertising is the native integration of LinkedIn audiences. Since Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. Attributes such as "job function," "company," and "industry" are available for this purpose. By adjusting bids, a higher bid can be placed for particularly relevant target groups. This is particularly useful when B2B marketing plays a role.
The most noteworthy aspect is probably the fact that Bing and thus Bing Ads/Microsoft Ads are still surprisingly neglected by most companies. Common arguments include a very low search volume compared to Google and lack of time to set up and manage a complete account on this platform. However, this presents a great opportunity for businesses. The significantly lower volume of competitors positively affects the cost per click and can thus help in achieving success on Bing with relatively little budget, resulting in significantly more sales and leads.

The New AI Features of Bing and Their Impact

Over the past year, Microsoft has introduced impressive AI features in Bing, the most well-known of which is undoubtedly ChatGPT. There is good reason why OpenAI's new generative AI is on everyone's lips, especially with Microsoft as a major investor. Initially available as a standalone tool, ChatGPT has now been firmly integrated into Bing in the form of "Bing Chats," allowing for especially easy and seamless interaction for all platform users.

These AI features also have positive effects on Microsoft Advertising, which additionally benefits from a significantly increased number of users. Bing Chat, for example, can help users find relevant information more effectively and quickly. Unlike a "classic" search, users in Bing Chat often receive fully formulated and comprehensive answers that require little to no additional research.
A well-placed ad can be particularly effective in this case. The seamless integration of Bing Chat into Bing means no separate tool is needed to run ads there. The ads created in Microsoft Ads are automatically available for Bing Chat as well.

Getting Started with Microsoft Advertising

As mentioned before, many businesses refrain from advertising on Bing due to an increased setup and maintenance effort, which does not seem to justify the expected return on investment. However, getting started with Microsoft Ads is very easy. An account can be created in just a few minutes, and the interface is somewhat similar to that of Google Ads. So, anyone already advertising on Google's platform will find it easy to navigate Microsoft Advertising.
Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be easily mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads, Pinterest Ads, or even uploading a filled-out template. For companies that already have an active Google Ads account, getting started is particularly easy. There is even the option to import a Google account regularly into Microsoft Ads, should frequent changes be made. This keeps the Bing account always up to date.

However, caution is advised: Even though Microsoft strives to make entering Microsoft Advertising as easy as possible and provides various tools for this purpose, a certain level of account management and upkeep should not be neglected. While importing accounts offers a quick and easy way to advertise on Bing, those who want to maximize the channel's potential should also treat Microsoft Ads separately and carry out appropriate optimization measures. This ensures that the target group is optimally reached, and no unnecessary potential is wasted.

So, Why Microsoft Advertising?

Bing and thus also Microsoft Advertising are often underestimated today, but they offer many advantages. Although both platforms are very similar, there are some important differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a real alternative.
Not only is placing ads on Bing relatively simple, but with regular maintenance, it can also be potentially very cost-effective and efficient. If you want to stay ahead of the competition now, you should seriously consider incorporating Microsoft Advertising into your marketing mix to fully exploit its potential in online marketing.
Have you been thinking about advertising with Microsoft Ads for some time, or would you like to get some preliminary advice on the topic? Then feel free to contact us, and we will find the right solution for your company!