The Beginner’s Guide to Microsoft Advertising: How to Get Started

A Toronto businessman working through the Consultus Digital beginners guide to Microsoft Advertising

Microsoft Advertising, formerly known as Bing Ads, is a pay-per-click advertising platform that can help businesses reach their target audience and increase their online visibility. In this beginner’s guide, we will walk you through the basics of Microsoft Advertising and how to get started.

How Does Microsoft Advertising Differ from Google Ads?

Microsoft Advertising and Google Ads are both platforms for online advertising, but they differ in several ways:

  • Audience: Microsoft Advertising targets a slightly older demographic and is used more frequently by businesses in the finance and technology sectors. Google Ads has a wider audience, including more young people and small businesses.
  • Cost: Microsoft Advertising often has lower cost-per-click (CPC) rates than Google Ads, which can make it more cost-effective for some businesses.
  • Ad formats: Microsoft Advertising offers unique ad formats such as image extensions and LinkedIn targeting. Google Ads has a wider range of ad formats, including video ads.
  • Network: Microsoft Advertising primarily displays ads on Bing and Yahoo search engines, while Google Ads displays ads on its own search engine, as well as on Google search partners.
  • Integration: Microsoft Advertising integrates well with other Microsoft tools, such as LinkedIn and Microsoft Dynamics. Google Ads has its own suite of tools and integrations with Google Analytics.

While both platforms have similarities, Microsoft Advertising offers unique features and a potentially more cost-effective advertising option for some businesses.

Ad Types Available on Microsoft Advertising

  • App Install Ads – These ads are designed to promote mobile app installations and can be targeted to specific audiences.
  • Expanded Text Ads – These ads provide more space for ad copy and can include up to three headlines and two description lines.
  • Dynamic Search Ads – These ads are automatically generated based on the content of your website and can help you reach new customers searching for relevant keywords.
  • Microsoft Advertising in Bing Smart Search – This ad type allows you to reach customers when they search for specific products or services on Bing Smart Search.
  • Microsoft Audience Ads – These ads allow you to target specific audiences based on demographics, interests, and other factors.
  • Multimedia Ads – These ads include video or image components and can be used to showcase products or services.
  • Product Ads – These ads promote specific products in your inventory and include images, pricing, and other product information.
  • Responsive Search Ads – These ads automatically adjust their size and format to fit the available ad space and can include multiple headlines and descriptions.
  • Vertical Ads – These ads are designed to appear alongside specific types of content, such as news articles or recipes.

Step-by-Step Guide to Getting Started with Microsoft Advertising

1. Create Your Microsoft Advertising Account

To get started with Microsoft Advertising, you will need to create an account. Here’s how:

  • Go to the Microsoft Advertising website and click “Sign up now.”
  • Enter your email address, password, and other required information.
  • Verify your email address by clicking on the verification link in the email you receive from Microsoft Advertising.
  • Provide additional information about your business, including your payment method.

2. Set Up Your Campaign

A Toronto businesswoman reading the Consultus Digital guide to Microsoft Advertising

Once you have created your account, the next step is to set up your campaign. Here’s how:

  • Click on the “Create Campaign” button.
  • Choose the type of campaign you want to create, such as Search, Shopping, or Audience.
  • Define your campaign settings, such as your target audience, location, language, and budget.
  • Create your ad group and add your ad copy and keywords.

3. Monitor and Optimize Your Campaign

After you have set up your campaign, the next step is to monitor and optimize it. Here are some tips to help you get the most out of your Microsoft Advertising campaigns:

  • Monitor your campaign performance regularly and adjust your bids and targeting based on the data.
  • Use ad extensions, such as call extensions or sitelink extensions, to provide more information and increase your ad’s visibility.
  • Test different ad copy and keywords to see what works best for your target audience.
  • Use Microsoft Advertising’s targeting options, such as device targeting or audience targeting, to reach your ideal customer.
  • Use the Microsoft Advertising Intelligence tool to research keywords and get insights into your competitors’ campaigns.

Understanding Microsoft Advertising Features

Microsoft Advertising offers a range of features that can help you create successful campaigns. Here are some key features to consider:

  • Targeting Options: Microsoft Advertising offers a variety of targeting options, including geographic, demographic, device, and audience targeting. This allows you to focus your ads on the right audience.
  • Ad Extensions: Microsoft Advertising offers several ad extensions, such as call extensions, sitelink extensions, and location extensions. These extensions provide additional information to your audience and increase the visibility of your ads.
  • Automated Bidding: Microsoft Advertising offers automated bidding options, such as Enhanced CPC and Target CPA. These options use machine learning to optimize your bids and help you get the most out of your budget.
  • Microsoft Audience Network: Microsoft Audience Network allows you to extend the reach of your campaigns by displaying your ads on premium websites, MSN, and
  • Remarketing: Microsoft Advertising’s remarketing feature allows you to target users who have previously interacted with your website or ads. This helps you to re-engage with potential customers and increase conversions.
  • Performance Insights: Microsoft Advertising offers a range of performance insights, such as the Search Query Report and the Audience Insights Report. These insights provide valuable information about your audience and campaign performance, helping you to optimize your campaigns.

By taking advantage of these features, you can create effective and successful campaigns on Microsoft Advertising.

Get Started With Microsoft Advertising

Microsoft Advertising can be a powerful tool for businesses looking to increase their online visibility and reach their target audience. By following these steps, you can create and optimize effective campaigns that drive results for your business.

If you need help getting started with Microsoft Advertising or optimizing your campaigns, contact Consultus Digital today. Our team of experts can help you get the most out of your advertising efforts.

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