MARKETING / YAHOO & BING ADS MANAGEMENT

YAHOO & BING PPC THAT SKYROCKETS YOUR ROAS

Win the click race on Yahoo-Bing. With Consultus Digital, we optimize your PPC ads for success.

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Marketing Service | Microsoft / Bing Advertising

Do you remember a time when Google didn’t dominate search? It’s easy to dismiss an advertising platform that isn’t one of the giants. But, you might just miss out another platform that your customers are in—a niche market with a lower cost-per-click.

Did you know that Bing, Microsoft’s default search engine, gets over 1 billion visits each month? That’s a sizable market for brands with a distinct audience, firmly in second place behind Google. This means if you’re struggling to reach your target audience on the search giant due to the sheer volume of ads and competition, you’re better off targeting them on a platform that drives more clicks and conversions, at a lower price point.

Bing Ads are the sponsored ads at the top of both Bing and Yahoo search engines. Yahoo!/Bing are estimated at only having 8.27% of the Canadian search market. While that limits opportunities, it’s also worth noting that the cost-per-click is typically cheaper than Google. With Bing Ads—now known as Microsoft Advertising—your brand is in a prime position to specifically target PC users, plus unlock lesser known, but definitely unique benefits like LinkedIn Profile Targeting and AI integrations like Bing Chat and ChatGPT.

Does your PPC strategy need an upgrade? See why Bing Ads might just be the new tool you need to reach more audiences. Find out from Consultus Digital, your Microsoft Advertising agency in Toronto and your partner in unlocking new advertising platforms for maximum impact.

Get A $15,000 Grant To
Start Microsoft / Bing Advertising

The Consultus Digital Method

Consultus Digital offers a tailored, expert solution to Bing and Yahoo! advertising in Toronto. Our dedicated Account Managers make it their top priority to understand everything there is to know about your business, your target audience, and the goals you are trying to reach. We then use that knowledge to craft an effective and comprehensive Bing advertising campaign with the Consultus Method.

Keyword Research

We perform extensive keyword research to understand exactly what your target audience is searching for when it comes to your business. By finding out what people are actually typing into Bing when they go looking for businesses in your industry, we can place more bids on the keywords that matter, and ignore those that don’t.

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Optimized Content

Once we know what keywords to focus on, we craft content that hits those search terms while also being engaging and attractive to users. We perform deep search enginge optimizations for your website and landing pages, helping your advertising spend translate into real conversions.

Dynamic Management

The world of Bing advertising is constantly changing, with bids on keywords changing by the minute. Your dedicated Account Manager will ensure you are only ever paying the amount you want, and that the money you are spending is being distributed dynamically to maximize your return on investment.

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Comprehensive Reporting

At the end of each month, your Account Manager will put together a detailed report of the past month’s deliverables and achievements. You will be able to see which dollars got you the most return, the emerging trends in your industry, and what to focus on in the months ahead.

If you are looking to serve your business to an untapped and profitable market, contact Consultus Digital today and see how we can help you grow.

Why Is Microsoft/Bing Advertising Important?

Bing advertising in Toronto can be an incredibly useful tool for certain industries and markets. Due to the lower competition and different demographics of the typical Bing searcher, ad dollars spent here can have a fantastic return on investment.

Where you might have had to spend hundreds of dollars on Google to achieve a couple of conversions, you could spend a fraction of that on Bing and get highly targeted results with excellent conversion rates.

The Bing and Yahoo! advertising platform is also similar to Google Ads, meaning it can be managed similarly. You can target various demographics, geographic locations, and other factors to help serve your business to the most appropriate audience.

Let’s look at these reasons in detail:

  • The Microsoft Advertising network is vast. Google may dominate the search market (for now), but Microsoft serves Bing Ads on multiple search engines, including Bing, Yahoo, and AOL. While Google remains king, Bing Ads present an opportunity to target consumers starting their shopping journey elsewhere.
  • Microsoft Advertising is just as powerful as bigger players, but costs much less. The combination of a less saturated market, a slightly older audience demographic with more purchasing power, and a wide range of ad types and formats make for one dynamic platform—and cost-effective, high-performance results.
  • In terms of control, Bing Ads go beyond audience targeting—it provides you with APIs (application programing interfaces). This means it’s easier to track campaign performance and optimize your ads. Plus, you can also import your existing Google Ads into Microsoft Advertising, so you’re not setting up your ads from scratch.

What Is Microsoft Advertising and Bing Ads?

Bing may not be at the top of your mind when it comes to PPC advertising, but its smaller search market share might just be what you need to capture your target audience. Bing Ads are a smaller, direct competitor to Google, working exactly the same way—from targeting keywords and searches to remarketing or retargeting website visitors across the web and across platforms.

Boasting a lower cost-per-click and a guaranteed audience that comes from Bing being the default search engine on Microsoft devices, Bing Ads are a great way to expand your digital marketing strategy and connect with a wider audience. And since Bing’s user demographics tend to skew older with higher household incomes, you’ll be able to generate more leads, boost brand awareness, and drive sales in a less saturated search market for much less.

Here’s everything that you can do with Microsoft Advertising’s Bing Ads:

  • Display ads for your services, products, content, and more, to an audience you target.
  • Performance management, made possible by ad data for constant campaign monitoring and campaign optimization.
  • Retarget previous website visitors to keep your brand visible and broaden conversion funnels even outside your site.
  • Control your ad spend, frequency, audience targeting, and other options for cost-effective performance.

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What Other Services Complement Microsoft Advertising?

Microsoft Advertising represents an exciting new frontier and a gateway to a previously untapped market. It’s exactly what you need to cover all the bases when it comes to targeting the most in-demand product and service searches and getting in front of your entire target audience. But it’s only one piece of the puzzle.

For guaranteed success, you need to make Microsoft Advertising part of your broader digital marketing strategy. It’s how you drive maximum impressions, clicks, and conversions across all platforms that your target audiences are on and make their shopping decisions as a result.

Find out how our Microsoft Advertising agency in Toronto can complete your digital marketing strategy:

  • Google Ads and paid social: There’s a good chance that your target audiences overlap across platforms. Microsoft users are also likely to be on Google and various social media platforms, including Facebook, Instagram, Twitter, TikTok, and LinkedIn. To reach your target market effectively, you need to be on all the platforms they use to boost impressions, clicks, and conversions.
  • Organic marketing: Bing Ads allow you to cut through pages of search results and increase ad placements across the Microsoft Audience Network. But with the potential of each paid click comes an even higher potential to connect with audiences organically. For best results, it’s best to support your Bing Ads with SEO for Bing and Yahoo, along with a content marketing strategy that continuously drives website traffic beginning with a Bing search.
  • Email marketing & retargeting: Microsoft Advertising offers especially powerful insights into your audience—who they are, their location, their interests and behaviours, and so on. Now, you can reach them in more ways through integrated campaigns like email and retargeting that keep your brand at the top of their minds, with maximum visibility and a strong recall.

How Much Does
Microsoft Advertising Cost?

You already know that Bing Ads cost much less than its competitors. But exactly how low is the cost-per-click? On average, you could be reaching customers for a cost-per-click as low as $1.54, thanks to less competition in keyword bidding. As a result, even a small investment can place your ads at the top of search and your brand every potential customer’s #1 choice.

Of course, every campaign is unique and advertising needs vary across industries. Before launching a Bing Ad campaign, find out where every marketing dollar goes:

Ad budget and keyword bid

Ad budget and keyword bid

Bing Ads generally cost less than Google, so you could spend much less per click and conversion. However, this largely depends on how competitive your industry or market is, which can drive up bids. Just keep in mind that the ad auction is a constant, dynamic process, so your advertising costs could change.

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Keyword strategy and audience targeting

A key factor in your Microsoft Advertising costs is your strategy. How many keywords are you targeting, how big the audience size is, and what are their attributes? The bigger your campaign is, the higher your ad spend, so it’s important to check out trends in the Microsoft Search Network to find out how you can optimize campaigns based on performance, devices used by customers, their locations, peak times, and other factors.

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Ad type

Ad type

Lastly, think about the type of ad you’re using. A multimedia ad requires more production resources, since you will need visuals that need to be designed, as opposed to a text ad that’s easier to produce. For best value, find out what your audience responds to and invest in ad types that are most likely to yield results.

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Does My Business
Need Microsoft Advertising (Formerly Bing Ads)?

In this highly competitive digital marketing landscape, lots of savvy business owners and marketers are rethinking the best way to get maximum value. Is Microsoft Advertising the best way to do this?

Don’t dismiss Bing Ads just yet, despite its smaller audience and market share. Bing Ads offer powerful targeting capabilities built into the very devices that your target audiences use and designed for their lifestyle. And the best part? There’s less competition, so you’re more likely to get the clicks and conversions that help you build lasting customer relationships.

Want to learn more? If your brand isn’t advertising on Microsoft yet, here’s every reason why you need to start now:

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A growing market share: Google may be the king of search, but Microsoft is firmly behind it, and steadily growing. Of course, it helps that Bing is the default search engine on all PCs, which could put you squarely in front of customers using Windows. Plus, with Microsoft Ads working across a number of search engines including Bing, Yahoo, and AOL, there are more opportunities than ever to reach customers.

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A unique audience: Did you know that Bing has a distinct user demographic? While Google is known to cater to a vast audience, Bing users tend to be older and have more purchasing power. If your brand specifically caters to this demographic, you may be better off using Bing Ads to reach them. Essentially, Microsoft Advertising is more likely to put you in touch with audiences ready to buy your products or services.

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Lower cost-per-click: Struggling to generate returns from your current PPC campaigns? Microsoft Advertising offers better value, thanks to less competition and overall lower cost-per-click and cost-per-lead. If your target audiences are more likely to be on Bing or it’s easier to reach them through this platform, you could enjoy lower customer acquisition costs and stronger conversion funnels.

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Easy integration: Microsoft Ads are also extremely flexible, making them easy to set up and integrate with your existing campaigns. In just a few clicks, you can import your Google Ads into Microsoft Advertising, maintaining the same structure, keywords, and copy for seamless use, tracking, and optimization.

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Insights: Microsoft does the basics of ad performance tracking, and more. Beyond campaign insights, the platform also provides location recommendations on the best areas to target, complete with search volumes that indicate a massive growth in your reach.

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LinkedIn targeting: And most of all, only Microsoft has a direct line to LinkedIn, since they all belong to the same ecosystem. Microsoft Ads allow you to target audiences based directly on their LinkedIn profile, including attributes such as industry, company, and job functions, resulting in far more precise audience characteristics.

What Are The Benefits of Microsoft Advertising?

Bing Ads are a powerful, understated tool—but your brand could be missing out. It’s just as powerful as Google, but with a smaller footprint that could be exactly what you need to cut through the noise and reach customers in a less saturated environment.

Even though the search volume going through Yahoo! And Bing is lower than Google, there are still several benefits to consider. These include:

  • Less advertiser competition means lower CPCs, which translates into lower CPL for your business.
  • Bing and Yahoo! typically have an older demographic of users (average age is 35+). Yahoo!-Bing users are more likely to have children or be consumers of products and services that cater to an older customer base. This can be an advantage and play into the key target demographic for many businesses.
  • On average, Bing users are more “blue-collar” than “white-collar,” which can be advantageous based on your business’s key target demographic.
  • All the ad targeting tools and controls you need, including audience demographics, language, ad schedule, extensions, ad spend, a pay-per-click model, campaign optimization, and more—all at the ad group level, providing more granular control.
  • Microsoft has a network of search partners, such as their Owned & Operated network and publisher sites where ads can be displayed.
  • Seamlessly import existing Google Ad campaigns into the Microsoft Advertising platform for a faster setup.
  • Microsoft Advertising offers more transparency in terms of reporting on campaign performance than Google. This includes data per search partner site, so you can opt out of poorly performing placements.

Keeping these advantages in mind can help you make the most of your marketing budget for search engine marketing. Depending on what your business does and who your target audience is, it might be more beneficial for your business to put more money into Bing advertising in Toronto than competing in the oversaturated Google market.

What To Look For When Hiring a Microsoft Advertising Agency in Toronto?

Are you ready to work with a Microsoft Advertising agency in Toronto? Good choice. A fresh perspective and the capacity for seamless campaign execution is exactly what you need to grow your reach into Bing’s previously untapped market.

Now that you’ve decided to work with a Microsoft Advertising agency, the next step is to choose the right partner. You need an agency that you can trust to connect you with more customers and maximize your ad dollars. Here’s how to find the best agency to partner with in Toronto:

  • Find out how long they’ve been in business, the clients they’ve supported, and the successes they’ve delivered.
  • Ask to see a portfolio of the Microsoft Advertising campaigns they’ve designed and executed, and ask about their campaign development, management, and optimization processes.
  • Check out ratings, reviews, and testimonials. Find out if they deliver on their promises and whether their current and previous clients are happy with their campaign performance.
  • Ask them about their campaign development processes—will the work be done in-house? Are they a full-service agency that doesn’t just deliver on campaign setup and ad copywriting, but also photography or videography, design, landing page development, and other services that are crucial to campaign development?
  • Lastly, does the Microsoft Advertising agency provide regular reports and updates? Find out how reachable and responsive they are to questions and concerns.

Get A $15,000 Grant To
Start Microsoft / Bing Advertising

How Does Microsoft Advertising Work?

Microsoft Advertising is a powerful tool for tapping into a smaller, but equally mighty market where customers are searching for products and services like yours. By targeting a Bing search query, your ad can be served to customers as either an exact or broad match, allowing you to capture a specific audience or a wide range of customers.

But the best part is, Bing Ads don’t just show up on Bing Search. Thanks to Microsoft’s vast reach, ads can also show up at the top, side, or bottom of AOL and Yahoo search result pages. This placement is based on:

  • How much you bid for a keyword
  • The bidding competition
  • How relevant your ad is to a search query
  • The performance of your ad.

Microsoft Advertising is a dynamic tool that allows you to meet potential customers exactly where they’re at. From basic search to multimedia, product ads, and more, Bing Ads offer a wide range of ad formats and capabilities each designed for a specific campaign goal:

  • Expanded text ads: The most popular ad type, consisting of the title, ad text, and your URL.
  • App install: Similar to expanded text ads, but with a button linked to the iOS App Store or Google Play.
  • Dynamic search: Also similar to expanded text ads, but target niche search results by matching your site’s pages to similar products and related keywords.
  • Smart search: Ads displayed in the Windows startup bar when a user uses it to start a Bing search.
  • Multimedia ads: Uses visuals like images and graphics to entice users to click on an ad that takes them to a sponsored page.
  • Product ads: Made for eCommerce, which boost product listings when users search for related products.
  • Responsive search ads: Set up your campaign by providing up to 4 sets of ad copy and 15 headlines, then Microsoft will mix and match these to create ads and rank them according to performance in order to boost best performers.
  • Audience ads: Native advertisements on articles published in the Microsoft Audience Network, largely driven by AI to target audiences based on consumer intent signals, such as a user’s search history and collected demographic data.

Why Choose Consultus Digital As Your Microsoft Advertising Agency?

At Consultus Digital, we’re dedicated to placing your brand in front of the audiences you want to reach, in the best places possible to do it. We don’t think that any platform is outside your reach if it’s where you can connect with your audience. That’s why we want you to get ahead of the curve by investing in Bing Ads today.

Your next customer could be just one Bing search away from finding your products and services on a less saturated, more cost-effective platform. See why Consultus Digital is Toronto’s most trusted Microsoft Advertising agency.

At Consultus, we dedicate ourselves to identifying emerging trends and looking for new ways to promote your brand. This is why we’re looking into Microsoft Advertising and getting ahead of its renaissance. With powerful platform capabilities and agency know-how, we offer a recipe for success at a fraction of your current advertising costs.

The foundation of our Microsoft Advertising agency is your satisfaction. Beginning with providing you with a dedicated account manager, to regular reporting cycles, an ethos of responsiveness and transparency, and full-service operations, you can count on us to deliver on all your Bing Ads needs, from initial brainstorming and research, to execution and growth.

Our Microsoft Advertising agency is committed to knowing everything there is to know about this powerful platform and ensuring that you get the best value from your Bing Ad campaigns. From exploring audience targeting features to A/B testing various ad formats and content, we’re your #1 resource for all things Microsoft Advertising and emerging best practices.

And finally, we have the client testimonials, reviews, and stories to show for our work. We let our track record speak for itself, because it can. As your Microsoft Advertising agency in Toronto, you’ll get a front-row seat to all of the successful campaigns we’ve delivered, so you can trust that we’ll always bring our A-game for you.

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What To Look For When Hiring a Microsoft Advertising Agency in Toronto?

Are you ready to work with a Microsoft Advertising agency in Toronto? Good choice. A fresh perspective and the capacity for seamless campaign execution is exactly what you need to grow your reach into Bing’s previously untapped market.

Now that you’ve decided to work with a Microsoft Advertising agency, the next step is to choose the right partner. You need an agency that you can trust to connect you with more customers and maximize your ad dollars. Here’s how to find the best agency to partner with in Toronto:

  • Find out how long they’ve been in business, the clients they’ve supported, and the successes they’ve delivered.
  • Ask to see a portfolio of the Microsoft Advertising campaigns they’ve designed and executed, and ask about their campaign development, management, and optimization processes.
  • Check out ratings, reviews, and testimonials. Find out if they deliver on their promises and whether their current and previous clients are happy with their campaign performance.
  • Ask them about their campaign development processes—will the work be done in-house? Are they a full-service agency that doesn’t just deliver on campaign setup and ad copywriting, but also photography or videography, design, landing page development, and other services that are crucial to campaign development?
  • Lastly, does the Microsoft Advertising agency provide regular reports and updates? Find out how reachable and responsive they are to questions and concerns.

What Other Services Complement Microsoft Advertising?

Microsoft Advertising represents an exciting new frontier and a gateway to a previously untapped market. It’s exactly what you need to cover all the bases when it comes to targeting the most in-demand product and service searches and getting in front of your entire target audience. But it’s only one piece of the puzzle.

For guaranteed success, you need to make Microsoft Advertising part of your broader digital marketing strategy. It’s how you drive maximum impressions, clicks, and conversions across all platforms that your target audiences are on and make their shopping decisions as a result.

Find out how our Microsoft Advertising agency in Toronto can complete your digital marketing strategy:

  • Google Ads and paid social: There’s a good chance that your target audiences overlap across platforms. Microsoft users are also likely to be on Google and various social media platforms, including Facebook, Instagram, Twitter, TikTok, and LinkedIn. To reach your target market effectively, you need to be on all the platforms they use to boost impressions, clicks, and conversions.
  • Organic marketing: Bing Ads allow you to cut through pages of search results and increase ad placements across the Microsoft Audience Network. But with the potential of each paid click comes an even higher potential to connect with audiences organically. For best results, it’s best to support your Bing Ads with SEO for Bing and Yahoo, along with a content marketing strategy that continuously drives website traffic beginning with a Bing search.
  • Email marketing & retargeting: Microsoft Advertising offers especially powerful insights into your audience—who they are, their location, their interests and behaviours, and so on. Now, you can reach them in more ways through integrated campaigns like email and retargeting that keep your brand at the top of their minds, with maximum visibility and a strong recall.

Why Choose Consultus Digital As Your Microsoft Advertising Agency?

At Consultus Digital, we’re dedicated to placing your brand in front of the audiences you want to reach, in the best places possible to do it. We don’t think that any platform is outside your reach if it’s where you can connect with your audience. That’s why we want you to get ahead of the curve by investing in Bing Ads today.

Your next customer could be just one Bing search away from finding your products and services on a less saturated, more cost-effective platform. See why Consultus Digital is Toronto’s most trusted Microsoft Advertising agency.

  • Ahead of the curve: At Consultus, we dedicate ourselves to identifying emerging trends and looking for new ways to promote your brand. This is why we’re looking into Microsoft Advertising and getting ahead of its renaissance. With powerful platform capabilities and agency know-how, we offer a recipe for success at a fraction of your current advertising costs.
  • Unparalleled client service: The foundation of our Microsoft Advertising agency is your satisfaction. Beginning with providing you with a dedicated account manager, to regular reporting cycles, an ethos of responsiveness and transparency, and full-service operations, you can count on us to deliver on all your Bing Ads needs, from initial brainstorming and research, to execution and growth.
  • Microsoft Advertising knowledge: Our Microsoft Advertising agency is committed to knowing everything there is to know about this powerful platform and ensuring that you get the best value from your Bing Ad campaigns. From exploring audience targeting features to A/B testing various ad formats and content, we’re your #1 resource for all things Microsoft Advertising and emerging best practices.
  • A track record of success: And finally, we have the client testimonials, reviews, and stories to show for our work. We let our track record speak for itself, because it can. As your Microsoft Advertising agency in Toronto, you’ll get a front-row seat to all of the successful campaigns we’ve delivered, so you can trust that we’ll always bring our A-game for you.
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