3 Ways to Use Microsoft Advertising to Drive More Traffic and Engagement to Your Website

Microsoft Advertising, formerly known as Bing Ads, is a powerful online advertising platform that allows you to reach millions of potential customers across the Microsoft Search Network, which includes Bing, Yahoo, DuckDuckGo, and other partner websites.

Microsoft Advertising also offers exclusive access to audiences on Netflix, Cortana, Office, and Edge, as well as display, video, and connected TV ads on the open web. This makes it a fantastic option to target a new audience and expand your existing digital marketing efforts.

If you are looking for ways to grow your online presence, generate more leads, or simply to increase your sales, Microsoft Advertising can be a great addition to your digital marketing strategy. Today we’ll be sharing three ways you can use Microsoft Advertising to help drive more traffic to your website, and how it compares to other PPC marketing platforms such as the dominant Google Ads.

1. Take Advantage of Lower Competition and Cost-Per-Click

One of the main benefits of Microsoft Advertising is that it has lower competition than Google Ads. This results in an overall lower cost-per-click to get potential customers on to your website. More clicks and conversions for less money can also potentially achieve a higher return on ad spend (ROAS).

Microsoft Ads UK Audience Statistics
Microsoft Ads can provide you with access to an untapped audience.

Additionally, Microsoft Advertising has a unique audience that is not reached by Google Ads. According to Microsoft in the United Kingdom alone, 29 million unique searchers on the Microsoft Search Network are not reached by Google, and they represent 605 million monthly desktop searches. This is potentially a massive increase to your existing audiences.

Microsoft & Bing searchers tend to be older, more educated, and have higher incomes than the average internet user.

By displaying your ads on Microsoft Advertising and targeting these audiences, it can make them more likely to purchase your products or services, as many professional and office environments use Microsoft software and services.

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2. Reach New Audiences with Exclusive Partnerships

Microsoft Advertising has some exclusive partnerships that can help you reach new and valuable audiences that are not available on other PPC marketing platforms. For example, Microsoft Advertising is the exclusive partner for Netflix’s first ad-supported plan, which means that you can reach Netflix audiences with a seamless, high-resolution ads experience through connected TVs running the Netflix App. This can help you increase your brand awareness as well as your conversions to an audience that may not even normally use search engines frequently.

Netflix & Microsoft Logos
Microsoft Advertising extends beyond search engines to streaming devices such as TVs.

Another example is Ecosia, a search engine that plants trees with its ad revenue, and Ecosia is part of the Microsoft Advertising Network. This means that you can reach an environmentally conscious audience that is not reached by Google Ads. This can help you align your brand with a green cause when your ads display on Ecosia.

Ecosia Ads Powered By Bing
Ecosia is part of the Microsoft Advertising Network.

3. Import Your Google Ads Campaigns Seamlessly

As the largest PPC marketing platform, you may already have campaigns on Google Ads. If so, you can easily import them to Microsoft Advertising, saving you the trouble of having to set them up from scratch. You can import directly from your Google Ads account, or you can create an import file and upload it to Microsoft Advertising. There are some differences between Google Ads and Microsoft Advertising, so be sure to check the import options thoroughly!

When you import your campaigns from Google Ads to Microsoft Advertising, you can benefit from:

  • Expanded reach: As mentioned above you can reach more potential customers across the Microsoft Search Network and its partner sites, as well as the Microsoft Audience Network and its exclusive partnerships.
  • Lower costs: You can enjoy lower CPC and higher CTR on Microsoft Advertising by taking advantage of reduced competition, as well as lower minimum bids and make use of Microsoft’s machine learning.
  • Faster setup: If you have campaigns that are already built in Google Ads, importing can get your campaigns ready to go without needing to rebuild them from scratch.


Microsoft Advertising is a powerful online advertising platform that can help you drive more traffic and engagement to your website. By using Microsoft Advertising, you can take advantage of lower competition and cost-per-click, leverage the power of Microsoft’s place in the professional industry, make use of artificial intelligence and machine learning and reach new audiences with exclusive partnerships.

If you are interested in getting started with PPC Marketing using Microsoft Advertising for your business, feel free to get in touch with us and we can help you create, test and manage campaigns to suit your needs.

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