As we look back on the changes almost every person, business, agency, and advertiser globally faced last year, it has certainly been a journey of resilience, transformation, and incredible creativity.
The only constant is change
As an advertising industry, there were many times when brands, advertisers, and agency teams had to pivot quickly to capture the unique opportunity ahead of them. This could be anything from technical mishaps during sporting events, key moments in the yearly calendar, or competitive opportunities that arose at a moment’s notice. The one thing that is clear is that marketers understand they need to be fast, and sometimes first to adapt to change, to compete effectively and find creative ways to reach new audiences.
In his 2011 State of the Union speech, President Barack Obama said, “The future is ours to win. But to get there, we can’t just stand still.” The question we ask you as you read this is: Are you seizing the opportunity with us?
Demystifying Microsoft Bing vs. Microsoft Advertising
We love hearing fantastic stories from customers who have driven significant results across their Microsoft Advertising campaigns. It is a testament to the growing partnership, strong performance, and great return on investment (ROI) we hear about on a regular basis. Although their performance is strong, we sometimes speak with brands who love their results but do not know the difference between Microsoft Bing and Microsoft Advertising. Look no further, we have the answer. Let’s break this down a bit.
Microsoft Bing. Search that gives back.
Microsoft Bing is the search engine that gives back, providing every single person the opportunity to earn Microsoft Rewards points as they search. From the inspiring homepage image to the useful page functionality, like searching with an image to shop, find similar images, or just have fun through visual search, Microsoft Bing provides a dynamic experience for dreamers, the curious, and your potential customers. Not only do people find what they are looking for, they also can redeem their points from searches for financial rewards, be it gift cards or the ability to donate to more than 1 million charities globally through Give with Bing.
Microsoft Advertising. Intelligent connections.
Our Microsoft Advertising solutions cover search — the Microsoft Search Network — and display and native — the Microsoft Audience Network — and both networks are rife with unique opportunities for brands to seize! Microsoft Bing is part of the Microsoft Search Network, which also enables brands to reach searchers across Verizon Media properties like AOL.com and Yahoo. To extend this reach further, we also have more than 30 search partners which include DuckDuckGo, Ecosia, Ekoru, and OceanHero. Our partner search engines, which are powered with the help of Microsoft, provide a range of experiences and values that align with users’ personal values, be that a focus on sustainability efforts or privacy.
With large partnerships comes large reach. In Australia, the Microsoft Search Network reaches more than 9 million searchers and 180 million searches every month (comScore qSearch, September 2020). What is also unique is that advertisers can leverage our audience intelligence graph, which includes LinkedIn profile targeting, to help you reach the right person, at the right time, with the right message.
Reaching new audiences
Microsoft Advertising provides a unique opportunity to reach new audiences — people who are using a variety of search engines and premium websites — through a single advertising platform. As consumers continue to change their purchase behaviour, brand loyalty, and search engines to align with their core values, there is an opportunity for advertisers to diversify marketing investment to connect with these audiences wherever they may be. To help you learn about and take advantage of our available features, tools, support, and resources, we have created an easy-to-use brochure that provides a wealth of information.
Download the brochure
As shared in our recent blog post, Reaching new audiences by importing your Google Ads campaigns, you can get started quickly and mirror your Google Ads campaigns in Microsoft Advertising by directly importing your accounts, campaigns, and keywords with Google Import. There is even an auto-sync option, which will save you time on setup and give you more time to think about the big picture.
The famous Warren Buffet once said, “Don’t put all your eggs in one basket.” We hope the brochure provides you with inspiration to broaden your reach and connect with new audiences with Microsoft Advertising if you have not done so already. Rest assured, your Microsoft Advertising team is here to help you along the journey!
Questions or comments?
If you have any feedback or questions, feel free to contact us by sending your feedback directly to advertising-feedback@microsoft.com, or reaching out to your Microsoft Advertising representative.