Microsoft Ads: The Ultimate Master Guide


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Search engine advertising can be a great way to drive traffic to your site and increase sales. In 2020, the market for search ads will reach $58 billion.

Google Ads remains the most popular search ad platform. However, Microsoft Advertising (previously called Bing Ads) is very close. It is used by more than a billion people each month.

Search ads can seem overwhelming if it’s your first time. This article will help you get started with Microsoft Ads. 

What are Microsoft Ads?

Microsoft Ads look similar to Google Ads. Next, wait for Bing to match those keywords with search terms on its platform. Then, Bing will display your ads alongside organic search results.

Microsoft Ads offers targeting filters that can be used to limit the devices and platforms on which your ads may appear. You can choose the mobile traffic option to filter only ads from mobile devices.

Microsoft Ads vs. Google Ads

While Google is the most popular PPC platform, Microsoft Ads continues to be a hugely popular and well-known option. More than 1 billion people visited the site in September 2021.

Microsoft Ads offer many unique benefits, such as:

1. CPC rates lower

According to the Microsoft Ads homepage, Microsoft has a smaller market share than Google and therefore is less competitive for certain keywords or phrases. Follow the prompts and fill in the required details, such as your email address and phone number.

Once you have read and accepted the Terms and Conditions click Create a New Campaign to accept them.

Notification: Microsoft will create an Ads Account if you already own a Microsoft Account. Enter your email address and password.

2. Set your campaign goal

Next Microsoft Ads will ask you to choose a campaign goal. There are many options.

  • I get many visitors
  • Telephone calls made to my company
  • Visitors to my business location
  • Online selling

To launch a campaign, you can choose any goal. You can choose any goal to launch a campaign, but make sure it is in line with your business goals.

3. Choose your keywords

When creating a search marketing campaign, it is important to select the right keywords. It will not be displayed for your first campaign.

Start by looking for keywords relevant to your products or services. Next, look at the results.

4. Choose the ad style you prefer

Once you have decided on your goal, you can now set up your targeting and ad settings. Microsoft lets you choose between audience ads or search ads.

Search ads appear at the top of search results. Audience ads appear within articles on websites such as Microsoft Edge and Outlook.

5. Make your first advertisement

Now, the platform will ask you to create your first ad. The platform then will present you with a page where you can add the following:

  • Your business name
  • Image (upto six ads at once)
  • A long headline (maximum 90 characters)
  • A brief headline (maximum 30 characters)
  • Text for ads (maximum 90 characters)
  • Final URLs (for desktop and mobile)

Once you have added it, click Save.

6. Your daily spending and your bids

Microsoft Ads will ask you to set a daily budget. This is the monthly maximum that you will pay Microsoft Ads each month.

You also have the option of choosing how much you want to bid on an ad set. Your bids will be adjusted based on how they perform.

You might consider increasing the bid adjustment if a particular ad generates more conversions than you expected.

7. Input your payment information

After you have set your budget, fill out your payment information and business information. Microsoft will offer two payment options.

  • Pre-pay: You must pay in advance for your ads for the following month
  • After-pay: Your ads will be paid at the end of each month.

The company does not accept credit or debit card payments on post-pay plans. Prepay is an alternative payment method for advertising expenses.

8. Start your campaign

Click on Save to launch your first Microsoft Ads campaign. 

Track the performance of your campaign and identify which ads are popular with your target audience. Be an informed advertiser.

Importing Google Ads Campaigns into Microsoft Ads

If you have an existing Google Ads account, you may be able to import your ads and group to Microsoft Ads. These steps will help:

  • Import Google Ads from your Microsoft Advertising account.
  • Login to Google to enable Microsoft Ads to import your ads.
  • Choose the account from where you want to import the ad unit. Select Advanced Import to import ads or budgets.
  • Wait until Microsoft Ads is displayed before you complete the transfer.

Microsoft Ads can help you grow your business

Search engine marketing (SEM) is a way to get people to click on your ads. 

It is often simpler than you think to create your own Microsoft Ads campaign. You will soon be able to analyze and interpret your performance to achieve your business goals.

Microsoft Advertising FAQ

Are Microsoft Ads Free?

Microsoft Advertising accounts can be set up for free and do not require any maintenance or platform fees. The cost-per-click for Microsoft Ads is typically between 30% and 60% lower than for Google Ads. Microsoft Ads are a better choice for small businesses.

When did Microsoft Advertising become Bing Ads?

Microsoft has announced that Bing Ads will be rebranded to Microsoft Advertising in 2019. This was done to promote the company’s solutions under one brand and show its growth beyond search.

What tools do Microsoft Ads offer?

Microsoft Advertising offers two desktop tools that allow you to manage and create ads. The Editor allows you to discover new keywords, and bids, and create bulk campaigns. You can also sync multiple accounts to create a more efficient PPC experience. Keyword planner allows you to search keywords and filter results based on historical statistics and whereabouts.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.