Microsoft Ads
Microsoft Ads reaches a smaller audience than Google at a noticeably lower cost per click, and in some sectors that audience buys more. It is rarely a business on its own and it is often the cheapest incremental volume available once Google is working.
The work
What Microsoft Ads management involves
Importing without importing the problems
Bringing campaigns across from Google takes minutes and doing it well takes longer. Match types, negatives and extensions behave differently, and an unedited import carries over settings that make no sense here. Campaigns are imported, then whatever needs rebuilding is rebuilt.
Where it earns its place
The audience skews towards desktop, older users and corporate machines where the default search engine was never changed. For business to business, professional services and higher value considered purchases, that is often a better fit than the volume suggests.
If Google Ads is already working for you, share what it costs per enquiry and you will get an estimate of what the same campaigns would cost here.
Questions
Common questions
Is it worth running as well as Google?
Usually, once Google is profitable. The volume is much lower but so is the cost per click, and the incremental enquiries are often the cheapest you will buy.
Can we just copy our Google campaigns?
You can import them, and you should then rework them. Settings and match types behave differently enough that an untouched import underperforms.
Who actually uses it?
Anyone on a machine where the default browser and search engine were never changed, which is a large share of corporate desktops.
What budget does it need?
Less than Google for the same work, but it still needs enough to gather data. Running it properly on a small budget beats running it thinly on a large one.
Services
Related to Microsoft Ads
PPC management
Pay per click accounts managed every week: searches refined, bids adjusted, ads tested and wasted spend cut, with reporting you can check yourself.
Google Ads management
Google Ads managed across Search, Shopping, Display and Performance Max, with costly defaults switched off and tracking tied to real enquiries.
Google Shopping
Product feeds fixed and optimised, then Shopping campaigns structured and bid so your products appear for the searches most likely to buy.
Search engine marketing
Paid search campaigns that buy only the searches worth having and send them to pages built to convert, so your budget produces enquiries quickly.
SEO and SEM
Paid and organic search run as one programme, so paid data guides the SEO work and you stop paying for clicks you would already win organically.
Landing page design
Landing pages built around one offer and one action, matched to the advert or email that sends visitors there and designed to be tested and improved.
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