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Start the season with Microsoft Advertising

Welcome to the fall edition of the Microsoft Advertising and Google Ads feature comparison, where you can learn about the latest developments in our platform. We’re excited about how far we’ve come. New products and features are bringing us closer to where you expect Microsoft Advertising to be.

Thanks to your feedback, we continue to innovate and find opportunities to differentiate our products to meet your needs. With intelligent technology and insights you can trust, Microsoft Advertising is focused on making managing your campaigns simpler and more intuitive.

Targeting

Google vs Microsoft Advertising targeting features comparison
 
Google Ads
Microsoft Advertising
Audience
LinkedIn Profile Targeting  
supported
Ad group-level associations
supported
supported
Campaign-level associations  
supported
supported
Custom Audiences  
supported
supported
Product Audiences  
supported
supported
Remarketing  
supported
supported
In-market Audiences  
supported
supported
Similar Audiences  
supported
supported
Customer Match  
supported
Custom Combinations  
supported
Language, location & device
Ad group  
supported
Campaign
supported
supported

Search Partners

Google vs Microsoft Advertising search partners features comparison
 
Google Ads
Microsoft Advertising
Transparency and controls
Reports at domain level  
supported
Search domains exclusions  
supported
Reports at network level
supported
supported

Bid Management

Google vs Microsoft Advertising bid management features comparison
 
Google Ads
Microsoft Advertising
Automated bidding
Manual
supported
supported
Enhanced CPC  
supported
supported
Maximize Clicks  
supported
supported
Maximize Conversions  
supported
supported
Target CPA  
supported
supported
Target return on ad spend (ROAS)  
supported
Target position
supported
Smart Shopping Campaigns
supported
Bid adjustment
Location
supported
supported
Day of week and time of day
supported
supported
Device
supported
supported
Demographic
supported
supported
Household income
supported
Parental status
supported
Interactions (for example, calls)
supported

Shopping

Google vs Microsoft Advertising shopping features comparison
 
Google Ads
Microsoft Advertising
Shopping ads
Flyer Extensions experience  
supported
Brand Loyalty Extensions  
supported
Local Inventory Ads  
supported
supported
Shopping Showcase Ads  
supported
Product Ads in Visual Search  
supported
Shopping Campaigns with Partners  
supported
supported
Shoppable Image  
supported
Blocking Category of Ads  
supported
Blocking Aggregator  
supported
Merchant center
Google Merchant Center Import (feeds)  
supported
Google Import (campaigns)  
supported
Retailers can block aggregators  
supported
Feed types support  
supported
supported
FTP, manual upload  
supported
supported
Content API for feed updates  
supported
supported
Feed rules mapping
supported
Products tab  
supported
supported
Installment feed  
supported
supported

Campaign management

Google vs Microsoft Advertising campaign management features comparison
 
Google Ads
Microsoft Advertising
Conversion tracking
Time of click
supported
supported
Include in “Conversions”  
supported
supported
Conversion sources
Websites
supported
supported
Apps
supported
supported
Offline imports  
supported
supported
In-store transaction
supported
supported
Phones
supported
Quality score visibility
Campaign  
supported
Ad group  
supported
Keyword
supported
supported
Scripts
Campaign management
supported
supported
Bid and budget management
supported
supported
Performance data
supported
supported
Easy searching with filters
supported
supported
Negative keyword management
supported
supported
URL fetch service
supported
supported
Parallel tracking
Optional  
supported
Mandatory
supported
Reporting
Competition tab  
supported
Performance targets  
supported
Inline location targeting recommendations  
supported
Average position  
supported
Top impression share, top impression share lost to rank/budget, absolute top impression share lost to rank
supported
supported

Account management

Google vs Microsoft Advertising account management features comparison
 
Google Ads
Microsoft Advertising
Account management
Recurring insertion orders  
supported
Insertion order import and export  
supported
IO budget recommendations  
supported
Multi-account access
supported
supported
Hierarchies and Shared Library  
supported
supported
Seamless payment setting switching
supported
supported
Paperless billing
supported
supported
Unified notification queue
supported
supported

Extensions

Google vs Microsoft Advertising extensions features comparison
 
Google Ads
Microsoft Advertising
Sitelink Extensions
Account, campaign and ad group level
supported
supported
Different URLs  
supported
supported
Third-party URLs  
supported
supported
Ad Extensions
Multi-Image Extensions  
supported
Image Extensions  
supported
Action Extensions  
supported
Callout Extensions  
supported
supported
Structured Snippet Extensions  
supported
supported
Call Extensions  
supported
supported
Location Extensions
supported
supported
Price Extensions
supported
supported
App Extensions  
supported
supported
Review Extensions  
supported
supported
Automated extensions  
supported
supported
Message Extensions
supported

Ad types

Google vs Microsoft Advertising ad types features comparison
 
Google Ads
Microsoft Advertising
Ad types
Product Ads (shopping)  
supported
supported
Expanded Text Ads
supported
supported
Responsive Search Ads  
supported
supported
Hotel Ads  
supported
supported
Dynamic Search Ads: page feeds  
supported
supported
Expanded Dynamic Search Ads  
supported
supported
Dynamic Search Ads with static headlines  
supported
supported
App Install Ads  
supported
supported
Call-only ads
supported
Ad customizers
supported
supported
Countdown customizer
supported
supported

We're in a constant mode of listening and responding. Many other features and products are in development, but not ready to be shared. Visit the Ad products overview or Audience targeting overview for more information. To see suggestions on how to improve your experience with Microsoft Advertising, recommend a new feature suggestion, request enhancements to an existing feature, or vote on ideas that others have submitted, please visit the Feature Suggestion Forum.

Source: According to Microsoft Advertising and Google Ads help page content, U.S., June 2019. Subject to change. Feature availability may vary.