Microsoft Advertising for B2B Marketing: A Guide for Beginners

Microsoft Advertising, formerly Bing Ads, has emerged as a decent platform for B2B marketers, offering unique advantages and opportunities. For B2C businesses, Google Ads is generally a much better choice due to its broader reach. Still, for B2B companies, Microsoft Ads offers unique features like LinkedIn profile targeting, making it worthwhile to compare both platforms to see where the most value lies. In this article, we’ll explore Microsoft Advertising, its evolution, how it compares to Google Ads, why B2B companies should consider it, and some best practices to maximise success with this platform.

What Is Microsoft Advertising?

Microsoft Advertising is a paid search advertising platform that allows businesses to display ads on the Microsoft Search Network, which includes Bing, Yahoo, AOL, and partner sites. The platform offers many of the same features as Google Ads, such as keyword targeting, pay-per-click (PPC) pricing, and display ads, but it also provides some unique capabilities and audience segments that make it a compelling option for B2B marketers.

Evolution of Microsoft Advertising

Microsoft Advertising has come a long way since its inception as Bing Ads in 2006. Initially, it was seen as a secondary player in search advertising, overshadowed by Google. However, over the years, Microsoft has significantly improved its platform, focusing on better user experiences, advanced targeting options, and integrations with Microsoft products like LinkedIn. In 2019, Microsoft rebranded Bing Ads to Microsoft Advertising, signalling its broader ambitions to become a leader in digital advertising beyond search.

Microsoft Advertising’s LinkedIn Profile Targeting

This rebrand also introduced AI-driven insights and LinkedIn profile targeting, giving marketers more powerful tools to reach specific business decision-makers, key advantage for B2B advertisers. Microsoft Advertising’s LinkedIn Profile Targeting allows advertisers to leverage LinkedIn data to reach specific professional audiences directly through Microsoft’s ad platform. This feature enables advertisers to target users based on LinkedIn profile attributes such as job titles, company names, industries, and company size, providing precise access to business decision-makers and influencers. By integrating LinkedIn’s rich professional data, B2B marketers can fine-tune their ads to reach high-value prospects, ensuring that campaigns are displayed to the right audience at the right time, ultimately increasing the relevance and effectiveness of their advertising efforts.

Microsoft Advertising vs. Google Ads

When it comes to search advertising, the most common question B2B marketers ask is, “How does Microsoft Advertising compare to Google Ads?” Here’s a breakdown of the key differences and considerations for B2B marketers:

1. Audience Demographics

• Microsoft Advertising. The Microsoft Search Network attracts a unique demographic. Bing users tend to be older, more educated, and wealthier, which can align well with B2B marketing, where decision-makers are typically in senior roles. Additionally, the platform integrates with LinkedIn, allowing advertisers to target users based on job titles, industries, and company sizes, critical for B2B campaigns.
• Google Ads. Google dominates the search market, with a broader and more diverse audience. It’s an excellent platform for reaching a massive number of users, but it may not offer the same precision targeting for B2B audiences that Microsoft Advertising provides through LinkedIn integration.

2. Cost-Per-Click (CPC)

• Microsoft Advertising: Due to less competition on Bing, CPCs are typically lower than on Google Ads. This can result in a more cost-effective strategy, especially for niche B2B markets. B2B keywords tend to be highly competitive and expensive on Google Ads, making Microsoft Advertising an attractive alternative for maximizing budget efficiency.
• Google Ads: While Google offers vast reach, its popularity means more competition for top ad placements, driving up CPCs, especially in competitive B2B verticals like technology, software, or finance.

3. Search Volume

• Google Ads: Google commands over 90% of the global search engine market share, giving it a huge audience base. For companies looking to cast a wide net, Google Ads is unbeatable in terms of sheer search volume.
• Microsoft Advertising: While Bing holds only around 6-9% of the global search market, it captures about 36% of desktop searches in the U.S. and significant shares in key international markets like the UK and Canada. This desktop-heavy audience is particularly valuable in B2B marketing, as many professionals conduct business searches from desktop computers during working hours.

4. Ad Platform Features

• Microsoft Advertising: The platform offers several advanced features for B2B marketers, including LinkedIn profile targeting, audience targeting based on industry, company size, and job function, as well as device-based bidding options (important for reaching professionals primarily using desktops). Additionally, Microsoft has introduced AI-powered ad tools that help automate bidding and optimize ad performance.
• Google Ads: Google offers a wider variety of ad formats, such as Shopping Ads, Video Ads on YouTube, and App Ads. It’s also highly integrated with the broader Google ecosystem, including Google Analytics and Google Tag Manager, which offer deep insights into ad performance and audience behavior.

Why Should B2B Companies Consider Microsoft Advertising?

1. Unique Targeting Options

One of the standout features of Microsoft Advertising for B2B companies is its LinkedIn Profile Targeting. This feature allows advertisers to target audiences based on LinkedIn data, such as job titles, companies, industries, and more. For B2B marketers, this is a game-changer, enabling you to reach decision-makers directly at companies you’re interested in doing business with. You can fine-tune your ads to appear only to people in specific roles or industries, ensuring your message is delivered to the right person.

2. Cost Efficiency

With lower competition than Google Ads, Microsoft Advertising often provides better cost-per-click (CPC) rates, allowing you to maximize your return on investment (ROI). B2B campaigns are often expensive due to the high cost of B2B keywords, but Microsoft Advertising offers a more budget-friendly alternative without sacrificing targeting precision.

3. Access to a Distinct Audience

Bing’s audience includes more senior professionals and desktop users, which often aligns with B2B decision-makers who are conducting work-related searches during business hours. In fact, Bing’s desktop search market share is nearly 38% in the U.S., making it a valuable channel for reaching high-intent business users.

4. Complementing Google Ads Strategy

Using both Microsoft Advertising and Google Ads can offer a comprehensive search marketing strategy. By diversifying your ad spend across both platforms, you can reach different audiences and take advantage of Bing’s unique demographics while maintaining a presence on Google’s vast network. This can be especially useful for industries where search volumes may be lower but highly targeted on Bing.

Best Practices & Tips for B2B Microsoft Ads

If you’re ready to dive into Microsoft Advertising for your B2B campaigns, here are some best practices to help you make the most of the platform:

1. Leverage LinkedIn Profile Targeting

Make full use of LinkedIn profile targeting to zero in on the professionals who matter most to your business. You can set up campaigns that target specific industries, job functions, or even specific companies. This level of granularity ensures your ads are being seen by decision-makers or influencers within your target organizations.

2. Use Detailed Device Targeting

Since Microsoft’s search network is heavily skewed towards desktop users, take advantage of device targeting options. You can allocate a larger portion of your budget to target desktop devices, which can be crucial for B2B buyers who are more likely to search for business solutions during work hours on their computers.

3. Optimize Ad Copy for Professional Audiences

Craft ad copy that speaks directly to business professionals. Highlight key benefits that resonate with B2B decision-makers, such as ROI, efficiency, and productivity. Use a formal tone and focus on solutions to business problems.

4. Refine Your Keyword Strategy

Because the search volume on Bing is smaller than on Google, your keyword strategy needs to be highly refined. Use long-tail keywords and industry-specific terms to capture the most relevant traffic. Regularly analyze your search terms report to identify keywords that are driving conversions and adjust your bidding strategy accordingly.

5. Monitor Performance and Adjust Bids

B2B campaigns often have longer sales cycles, so it’s essential to regularly monitor your ad performance and adjust bids based on your campaign goals. Microsoft Advertising’s AI-powered features can also help you optimize bids automatically for conversions, ensuring that your budget is allocated efficiently.

Diversifying is the key

Microsoft Advertising offers B2B companies a unique opportunity to reach a targeted, high-value audience at a lower cost than Google Ads. With features like LinkedIn profile targeting, lower CPCs, and a desktop-heavy user base, it’s an excellent addition to any B2B marketer’s digital advertising strategy. By following best practices and leveraging the platform’s advanced features, B2B marketers can generate more leads, increase conversions, and improve overall ROI.

Diversifying your search engine advertising efforts between Microsoft Advertising and Google Ads will give you the best of both worlds—broad reach and highly targeted precision, ensuring you capture all potential business opportunities.