Blog Introduction: When it comes to search engine giants, the one obvious behemoth that towers above the rest is Google. Starting from one of the first tools on the Internet, the company has grown to be a multi-faceted conglomerate, leaving its PPC competition in the dust…Surprisingly, Microsoft Advertising (formerly known as Bing Ads) has a lot to bring to the table. Here’s a quick overview of the benefits of why Microsoft Ads is beneficial to some advertisers.

Why Advertise on Bing?

While Bing is sometimes considered the “second choice” search engine, there are many hidden perks to using Microsoft Ads, formerly Bing Ads. One of these is the sheer amount of unique users. While it may seem like the search engine has no users in comparison to Google, this isn’t true. In fact, Microsoft’s advertising platform boasts a reach of over 160 million searchers in the US alone—and this number is growing.

Another key benefit is that you can laser-focus your target audience on Bing. When you advertise on Bing, you have access to targeting features that aren’t available on other platforms—including Google. For example, with Bing Ads you can target users by what type of device they are using, their location, their age and gender, and even their interests. This level of targeting ensures that your ads are being seen by people who are actually interested in what you have to say—which leads to a better click-through rate and ROI for your business.

Unique features

Microsoft Ads offers some unique features that can help you save time and money on your PPC campaigns. For example, Bulk Actions allow you to make changes to multiple ad groups or campaigns at once—saving you hours of tedious manual work. The built-in split testing tool also makes it easy to test different versions of your ads so that you can see which ones perform best. These time-saving features are just another reason why Microsoft Advertising should be a part of your PPC strategy. With Bulk Actions, you can make changes to multiple ad groups or campaigns at the same time—saving you precious time and energy. To use Bulk Actions, simply select the checkboxes next to the ad groups or campaigns you want to edit, then choose the “Bulk actions” drop-down menu at the top of the page and select the action you want to take. Bulk Actions is highly recommended by many reputable Microsoft Ads managers, such Brizcomm.

Microsoft Ads also offers a built-in split testing tool that makes it easy to create and manage your tests. With this tool, you can test different versions of your ads to see which ones perform best before rolling them out to your entire campaign. To use the split testing tool, simply create a new ad and select “Create split test” from the drop-down menu. Then, enter a name for your test and choose the Variable and Split options for your test. Once you’ve created your test, you can monitor its progress from the “Split tests” page in Ads Manager.

For example, let’s say you want to pause all of the ad groups in a campaign. First, select the checkboxes next to each ad group in the campaign. Then, choose “Bulk actions,” followed by “Pause selected.” Once you confirm your action, all of the ad groups in the campaign will be paused—simple as that!

While Google may be the most well-known search engine, that doesn’t mean that other platforms should be ignored. In fact, Microsoft Advertising—formerly known as Bing Ads—is a powerful PPC tool that offers unique advantages for advertisers. From a large pool of searchers to advanced targeting features, there are many reasons why you should consider incorporating Microsoft Advertising into your PPC campaigns.