How to Replicate Your Google Ads on Bing for More Clicks at Lower Costs

If you’re seeing success in Google Ads, why not take it to the next level by adding Microsoft Ads to the mix?

Microsoft Ads are similar to Google Ads in that they are a great lead driver for businesses looking to grow on search engine results pages and beyond. With Microsoft Ads, you can reach audiences on sites like Bing, Yahoo, and more. Plus, since the Microsoft Ads and Google Ads platforms are so similar, it doesn’t take a ton of heavy lifting to replicate your strategy across the two.

In this article, we’ll go over the key similarities and differences between Microsoft Ads and Google Ads, as well as how you can use key Microsoft features like the import tool and more to replicate your strategy across ad platforms.

Contents

• What are Microsoft Ads?
• Google Ads vs. Microsoft Ads: Complete comparison
• How to replicate your Google Ads strategy in Microsoft Ads
• Microsoft Ads tips and next steps

What are Microsoft Ads?

Microsoft Ads (formerly known as Bing advertising) are online pay-per-click (PPC) ads. Businesses can run ads across Microsoft’s networks including search engines like Microsoft Bing, Yahoo, or DuckDuckGo, as well as Microsoft’s owned properties like MSN, Outlook.com, and LinkedIn.

An example of Microsoft Shopping ads.

🚨 Ready to build out your cross-platform search ad strategy? Download our free local search advertising pocket guide to get started now!

Google Ads vs. Microsoft Ads: Complete comparison

If you’re familiar with Google Ads, you might notice some similarities and differences between that and the Microsoft Ads platform. Let’s compare and contrast Microsoft Ads and Google Ads.

What’s the same between Microsoft Ads and Google ads?

The Google Ads and Microsoft Ads platforms serve similar purposes for advertisers. For example, they both allow businesses to run Search, Display, Video, and other media-rich ad types.

Both platforms also serve ads in an auction setting—where the business with the best winning bid gets the top-ranking spot for its ad.

The Microsoft Ads auction mimics the Google Ads auction formula.

Microsoft Ads vs. Google Ads: What’s the difference?

Aside from serving on different networks, what’s the difference between Google Ads and Microsoft Ads?

Well, there aren’t a ton of major, notable differences. The interfaces function similarly—just with different names for identical features. For example, additional features you add to your ad like sitelinks, callouts, and more, are called “extensions” in Microsoft Ads. Meanwhile, these are found under “assets” in Google Ads.

Other examples of frequently used reports and tools between platforms are the ad scheduling and auction insights setups. You can find out which sites are also running ads for your target keywords in the “auction insights” section of Google Ads, but this can be found under the “competition” tab in Microsoft Ads.

Plus, the Microsoft Ads scheduling section allows for monthly, quarterly, and yearly insights, while Google Ads ad scheduling only offers insights by day and hour.

Are Microsoft Ads cheaper than Google Ads?

One other main difference between Microsoft Ads and Google Ads is the price. Microsoft Ads have an average cost per click of $1.54. This is cheaper than the average cost per click in Google Ads which is $4.66. In other words, the average Google Ads CPC is 200% higher than the average Microsoft Ads CPC.

You can use search ad benchmark reports like this example above to compare your Microsoft Ads costs to average costs in Google Ads for your industry.

How to replicate your Google Ads strategy in Microsoft Ads

Here’s how you can get the same success you see in Google Ads in Microsoft Ads, too!

💡 For more help with marketing your business across platforms, download our free ultimate guide to cross-channel marketing!

1. Get familiar with key Microsoft Ads terms and metrics

The first step to setting yourself up for success on Microsoft Ads is to familiarize yourself with the platform and which PPC metrics matter most to your business. Know what you want to measure ahead of time and be sure you’re able to accurately track that within the Microsoft Ads platform.

The ”conversions” section of Microsoft Ads is where you can set up conversion tracking for accurate performance measurement.

2. Use the import feature in Microsoft Ads

One of the most IMPORTant (pun intended) things to know about running both Google Ads and Microsoft Ads is that you can use the import feature within the Microsoft Ads platform!

With Microsoft Ads import, you can copy campaigns, ads, assets, and more directly from your Google Ads account into your Microsoft Ads account.

This can be a lifesaver when you’re looking to replicate your Google Ads account on Microsoft Ads. It saves you from wasting time manually rebuilding your Google Ads strategy on Microsoft Ads.

Plus, you can customize your import. It allows you to pick and choose what you want to be carried over. Not only that, but you can schedule regular imports so that your Microsoft Ads strategy is always aligned and up to date with your Google Ads strategy.

3. Be ready to shift your strategy depending on the platform

You’ll likely see the same (or even better) results on Microsoft Ads as you would in Google Ads. However, don’t be surprised if you find some strategies work better than others on each respective platform.

Although many businesses use relatively the same account structures on both platforms, it’s not uncommon to switch up and run different campaign types on each.

4. Set a schedule to check in on both platforms

The best way to set yourself up for success on either Google Ads or Microsoft Ads is to stay on top of your campaign performance. You can use a marketing calendar, like the example below, to pre-plan regular performance check-ins and keep yourself on track.

Managing more than one search platform may take a bit more time, but once you find a routine that works for you it’ll feel more approachable.

You can download this free marketing calendar here.

A few final Microsoft Ads tips

Microsoft Ads can be a great lever for any business looking to grow. Just be sure to think ahead on how you want your Google Ads and Microsoft Ads accounts to mirror one another.

Additionally, you may want to consider how you’ll align your Microsoft Ads with other strategies beyond Google Ads. For example, you can also import Meta Ads and Pinterest Ads into Microsoft Ads to reach the same users throughout their buyer’s journey.

If you feel like Microsoft Ads management is more work than your bandwidth allows, know that you don’t have to do it all alone. See how our solutions can make your cross-platform advertising experience seamless so that you can get maximized results on Microsoft Ads, Google Ads, and beyond!