For years, Google has been the front runner in search advertising. Google Ads continuously makes updates and system changes to reflect the needs of its users. With such an innovative platform, it is easy to overlook the advantages of lesser-used and known search engines. This is particularly true when connecting with a younger audience that prefers audio/visual results to answer their questions. The younger generations are turning towards YouTube videos for answers that were once answered by text-based ads. Fortunately for Google advertisers, Google owns YouTube and provides support on video ads and metrics to optimize YouTube video views.

Here is where we ask, what about older generations? Generations that aren’t as familiar with YouTube or flashier devices like Google’s smart TVs or watches. According to an entry from the RKD Group, a fundraising and marketing agency established in 1970, the typical Microsoft Ads user is between the ages of 35-54. Many users in this age group use the Microsoft networks which include Microsoft, Yahoo, and AOL, which has a high user rate of Boomers well into their 60s and 70s.

This is where Microsoft ads can make an impressive impact on paid search strategies. Simply put, there isn’t as much competition for ad placement on Microsoft as Google. The basic mechanics are the same: keyword, ad copy, landing page. Microsoft offers its own form of analytics similar to Google Analytics to create custom audiences and track conversions. The difference is that the average bid for clicks is less than what you would typically see on Google’s search networks. Microsoft ads offer similar or even better KPI indicators such as CTR and CPC. The bottom line: this means that an advertiser who knows their audience could allocate a small percentage of their Google Ads budget to Microsoft and possibly see better ROAS.

The Microsoft Ads network still has many areas where they can improve upon to better compete with Google, but from a CPC advertising point of view, it should not be overlooked or disregarded when it comes to reaching your audience. For more information about Microsoft Ads, contact Anvil Media today!