Why Everyone Should Start a Small Microsoft Ads Campaign

Bing? Really? Everyone knows that Bing has a fraction of Google’s users. Why would you want to spend money to advertise on their network?

I’m suggesting this because it is significantly cheaper than Google Ads. I’ve done a test (using the small campaign I describe below). I paid one-fifth of the cost per click on Bing and received many more leads than I did with a Google Ads campaign over the same time.

It’s not just me. Some of my clients have very cost-effective Microsoft Ads campaigns, some of which are in highly competitive (and expensive) areas.

I’m not suggesting you invest thousands in Bing (although, as I said, it works). Instead, you should set up a small Microsoft Ads campaign. You’ll get a lot out of a bit of money (and time).

What is a “Small” Microsoft Ads Campaign”?

What do I mean when I suggest you start a “small” campaign?

• We want only one campaign in our account. You can limit this campaign by geography (the narrower, the better). Spend only around $500 for the month. Divide that number by 30 to estimate your daily spending (I’ve done it for you: $16.67).
• Pick 3-5 phrases you’d like to test. 
• Create an ad group for each phrase. Although each ad group has a different keyword, set your initial cost-per-click bids equal among each keyword. We’ll change this later.
• Each ad group has two different ads. Use a couple of other messages. Write these in light of best practices: a call-to-action, incentives, etc.
• Set up conversion tracking. Every campaign (no matter your channel) needs a goal. Set up your Microsoft Ads conversion pixel so it knows what you want to do with your campaign.

Let me explain why I’d set up your small campaign this way, and I’ll show you what you’ll get from it, too.

What will you get from a “Small Microsoft Ads Campaign”?

This campaign will not make your company rich. You might get a few conversions from this; they will pay for your campaign. That’s not the most significant benefit, however. We’re doing this for the information we gather, and that information will pay off later.

Great Keyword Research Data

I’ve always used Google’s Keyword Planner for my keyword research. The problem: Google might revoke free access to this tool. Without that, we would have a hard time telling:

• Are customers looking for you?
• Which keywords might customers use to find you?
• Which keywords do customers use more?

A simple Microsoft Ads campaign could tell us this. We can learn this information without the Keyword Planner if we test a few phrases. This is why I suggested we use phrase matches. That gives us relevant phrases that can still account for the long tail. That’s some excellent keyword data for later in the campaign. Of course, as you start to identify productive keywords, change your campaign. Add negative keywords. Start bidding on exact- or phrase-match phrases as relevant.

I also suggested that you initially set up the campaign to bid the same for each word. This strategy helps you learn which phrases people search for more often. Once you have this initial data set, change your bids to focus on conversions.

It doesn’t matter that our campaign budget is small. We’ll still get the data we need to compare keyword phrases. Sometimes, we’ll bid enough to see impressions and even clicks. With some terms, we might need to bid higher to appear on the first page of results. If that’s the case, we’ve learned something important: many potential customers are searching for that phrase!

While we mourn losing free access to the Keyword Planner, it’s always had limitations. For instance, the Keyword Planner can lead us in a different direction. Sure, many people might search for a particular term- but what good are they if they won’t become customers?

A simple Microsoft Ads campaign can tell us which keywords will likely become customers. That’s the point of our marketing, after all.

If we have to move to third-party keyword research tools, we must pay to use them. Getting accurate, not-sampled keyword research data from a PPC campaign is better if we pay. It is even better if the “tool” pays for itself by generating leads along the way.

UPDATE: Since I first wrote this post, Microsoft Ads has integrated demographic information from LinkedIn. This lets you focus on or exclude users from specific industries or job roles. For example, you can exclude B2C industries and focus on B2B industries. With this, you not only stop wasting money from clicks from prospective customers you don’t want to reach, but also learn what’s unique about these industries regarding how they search for what you offer. In other words, you’re doing keyword research for the kinds of customers you want to reach, not just for anyone searching for what you have to offer. Not reaching for B2B customers- Microsoft Ads integrates with Facebook Ads, too!

UPDATE: This is especially important in an LLM world where data is hard to come by. Bing allows paid ads to appear near its copilot results, giving you insight into how people are searching for you in their LLM. This allows you to know the target for your GIO campaign.

Test Your Message

Sure, keyword research lets you know how potential customers might look at you. What message makes a potential customer choose you over them? How do you stand apart from others who offer similar services? You could only spend thousands of dollars on a branding consultant to form an educated guess.

Or you could do your market research with a small Microsoft Ads campaign. Try a couple of different ads, each with another message. From there, you can see which of those messages produced more clicks. It would be even better if that message made a new customer!

UPDATE: In light of BIng’s ability to bid on demographics according to LinkedIn, you can test your message to your audience. What do chemical companies want when it comes to your service? Target them and see for yourself!

Test the Viability of a Full PPC Campaign

A small campaign can help you test the waters for a full-force PPC campaign.

• If your campaign doesn’t produce results, what will it take? Do you need more money? Do you need a better website? Do you need to consider different keywords? Should you look in another direction besides search marketing?
• What if you expanded into Google Ads, too? If it starts producing results, can you get more? If you spend more, will you make more?

The point of my exercise is not to convince you to move into PPC. That said, if the dollars make sense, it’s worth considering.

Open Doors to Other Marketing Channels

PPC works well with other marketing channels. Use your Microsoft Ads campaign to multiply the effects of your other marketing channels. Here are some ways you can do this:

• SEO can be slow. If you used a small Microsoft Ads campaign to do your keyword research, you know which phrases produce sales before you put all that work into it. You start by identifying keywords and then update your site’s content. Then, you still have to wait for Google to re-crawl and re-index your area before seeing traffic. This wait becomes tragic if you pick a keyword that only generates traffic but no leads.
• Sometimes, you need more than a tiny PPC campaign to get an actual customer. Use your campaign to generate a softer lead if that’s the case. Inviting them to sign up for your email list is worth it for you (and, hopefully, them, too). In a world of LLMs, email marketing is more important than ever because you own your marketing list.
• Remember to retarget the visitors from your Microsoft Ads campaign, too. Since LLMs send fewer visitors to your site than conventional search, retargeting is more critical than ever.

What would you pay for a tool to give you all these features?

• Identify keywords your customers are using to look for you.
• Learn which phrases potential customers use more.
• Discover long-tailed keywords you’ve never considered.
• Uncover conversion rates by keyword.
• Message testing with potential customers.

But wait, there’s more!

• Advanced SEO data.
• An expanded email list.

A small Microsoft Ads campaign might be the tool you’re looking for. Around $500 a month is a good deal.