Microsoft ads might not be quite as impactful as Google Ads, but it’s still a powerful channel to advertise your business through. Even if Google is the ultimate search engine, there are still around a billion people in the world using Bing, meaning there’s plenty of reason to do PPC advertising through the channel. However, if you’re not that familiar with Bing, it can be very hard to manage promotion across the platform, which is why you might need to work with a Microsoft Ads agency.
However, it’s not always easy to choose the right partner for your Microsoft PPC strategy, especially if you don’t know how the process works. This article offers guidance on how to see quality in a Bing Ads agency, so you can easily pick out the right company to promote your company.
Pick a Microsoft Ad agency that understands the demographic
Bing Ads marketing is a great way to connect with a slightly older, higher-income demographic, which is something your chosen agency should keep in mind throughout. Around 40% of Bing users are aged between 34-54 years old, with more spending power, which should guide the approach the agency uses to Microsoft Ads management.
Your agency should be chosen for its track history
Picking out the agency to manage your Bing PPC ads should be somewhat based on their track record. This means looking at case studies and historical data from their projects to show how they’ve brought ad campaigns to life. You can also see how effective their Google Ads approach is as this will show a strong understanding how PPC works in general, while also meaning you can trust them to take on a more comprehensive marketing approach.
Your Microsoft Ads agency should understand SEO
Microsoft and Google Ads are fairly similar in their approaches; however, they both require a comprehensive understanding of SEO. It’s not just enough to plug in basic keywords and terms and expect results. Your agency should be capable of creating snappy, search engine-friendly ads, from the ground up, including shorter headlines and longer descriptions that will naturally gather organic attention. This means understanding Google, Microsoft and Yahoo SEO all at once.
Choose an agency with a clear ability to leverage data
It’s important to pick out an agency with the ability and commitment to leveraging and analysing data. If they’re capable of offering you insights into how your ads are performing, they’re going to be more able to improve the process going forward. Your agency should take the time to explain what the data point metrics they analyse are, what they mean and how they plan on using them to refine your advertising strategy.
Working within your budget
Microsoft ads are generally very cost-effective, which is one of the main reasons why you should embrace them in the first place. It’s important to note that Bing ads can be priced in more ways than one, including pay-per-click or paid by a certain number of impressions, such as per 1000 impressions. The different approaches to pricing should be a part of your conversations with the agency, working well within your budget to ensure that you can maximise your ROI without spending too much of your marketing budget on less-than-stellar results.
Find your perfect Microsoft Ads agency
If you’re interested in taking on Microsoft Ads, you need to choose an agency that follows all of these guidelines. The best way to determine if a company is going to be right for you? Booking in a free consultation. Keep an eye out for core competencies, keywords and do some research into their reputation, and you should find a team that suits your needs.