In search engine marketing, there are basically two providers on which the majority of all activities take place: Google and Microsoft. Both tech giants each provide a platform for posting ads. Most advertisers focus on Google Ads, the clear market leader. However, it is also worth taking a closer look at Microsoft Advertising, as there is also a lot of potential here for your own online marketing. Find out the differences between the two providers now!
1. Reach
Which provider has the greater reach is a question that is easy to answer: Google is the most widely used search engine – at least in Europe and America – and has a market share of over 90 percent. Of the remaining 10 percent, Microsoft’s search engine Bing has the lion’s share. However, Microsoft’s search algorithm is also behind other brands, each of which has a smaller reach but in some cases addresses clear target groups. One example of this is the search engine Ecosia, which uses Microsoft’s search algorithm and whose advertisements are fed in via Microsoft Advertising.
2. Availability of countries
It is particularly important for internationally active companies to be able to easily deliver their advertising material across national borders and to always maintain an overview of the various campaigns in the different regions. This is where Google Ads and Microsoft Advertising differ significantly.
Google Ads is available in almost every country – ads can therefore be displayed all over the world. However, a few countries and regions are excluded from the program due to political restrictions. These countries include North Korea, Iran, Syria and Cuba, for example. Microsoft Advertising, on the other hand, is available for far fewer countries. The company lists a total of 35 countries for the Bing search engine, for example. The availability of Shopping campaigns is somewhat more limited for both providers: Google offers product ads in over 90 countries, while Microsoft Advertising is only available in the USA, the United Kingdom, Australia, France, Germany, India and Canada.
3. Target platforms
Google Ads enables advertising on Google search results pages? True, but not only. The tool also provides access to other products such as the Google Display Network, the Google Play app platform and Google Shopping. YouTube ads are also booked via Google Ads. Microsoft Advertising also offers more than just ads in the search engine results pages: with Bing Shopping, the portfolio also includes a commerce platform, and ads can also be displayed live on X-Box. Google does not offer a comparable contact point for gamers, meaning that this channel makes a significant difference between the two ad platforms.
4. Interface
Over the past few years, Google Ads has undergone a regular facelift. The design and structure of the platform has been adapted to the latest functions and the current zeitgeist. The basic handling of Google Ads and Microsoft Advertising is similar: in Google Ads, the most important navigation points are displayed on the left-hand side, while in Microsoft Advertising they are in the header area and are not dissimilar to various open tabs in an Internet browser. Both applications are also similar in the mobile application: They are more suitable for checking current data. Due to their complexity, optimizing current campaigns is not easy. In the future, however, it is to be expected that Google and Microsoft will make improvements here in line with the “mobile first” approach.
5. Naming of functions
Google Ads and Microsoft Advertising are also very similar when it comes to naming functions. Many functions are named identically, which makes it easier to find your way around. There are (minor) differences for others, but these are also largely self-explanatory.
| Google Ads | Microsoft Advertising |
| Labels | Labels |
| Advertising opportunities | Opportunities |
| Costs | Spend |
| Conversion value | Revenue |
| Callouts | Callout Extensions |
| Conversion tag | UET tag (Universal Event Tracking) |
| Conversion action | Conversion goals |
| Bulk action | Bulk edit |
| Keyword options: – Broad match – Phrase match – Exact match | Keyword options: – Broad – Phrase – Exact |
| Shopping Feed | Catalog |
Conclusion: It’s worth taking a look at both platforms
One thing is clear: Google is the clear top dog. There is therefore no way around Google Ads in marketing. The platform is modern and provides access to over 90 percent of all internet users, at least in Europe and America. However, Microsoft Advertising also has its advantages and enables various niche target groups to be addressed. The platform can therefore be seen as a useful addition to Google Ads, because sometimes it pays to think outside the box!
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