Why advertise on GAds and MAds at the same time?

With the rise of the digital era, business owners have gained numerous new avenues for self-promotion and expanding their customer base. Digital advertising has emerged as a highly effective method to promote products and services. Google Ads, with its dominant global market share, is the clear leader in the creation and management of advertising campaigns in the digital space. Trailing closely behind is Microsoft Ads. Despite various myths circulating within the advertising ecosystem, Microsoft Ads remains the second most powerful platform for advertisers. It provides numerous opportunities for its clients and targets a different audience compared to Google Ads. Furthermore, it prides itself on partnerships with exclusive brands like Netflix, Yahoo, DuckDuckGo, and Ecosia.

These platforms are regarded as the leading competitors globally, and it is typically expected to choose between them. However, in the world of PPC advertising, if you want to fully develop your brand and reach a wider audience, it is crucial to capitalize on all available opportunities. If your objective is to maximize profits and enhance brand awareness, we recommend considering advertising on both platforms simultaneously.

Google Ads is the most widely used search engine across the internet. As of August 2024, its global market share stands at 90.48%, clearly dominating other search engines. Additionally, it boasts the largest customer base compared to other advertising platforms.

Microsoft Ads oproti spoločnosti Google disponuje o niečo nižším trhovým podielom, no oblúbenosťou, funkciami a dosahmi rozhodne nezaostáva. Hlavnou výhodou inzerovania v službe Microsoft Ads je oslovenie rozličného typu publika, ktoré tvoria užívatelia internetu nie až tak aktívni v službe Google. Patrí sem aj aj B2B sektor, pretože v mnohých firmách je vyhľadávač Bing, spadajúci pod spoločnosť Microsoft, predvoleným vyhľadávačom v počítačoch.

By using both platforms for advertising, you’ll ensure better reach and visibility for your products and services, while also targeting a more diverse audience.

Google Ads allows for detailed targeting parameters that align with your exact preferences. The users you can target are more global in scope, with highly diverse demographics and interests. However, the downside of PPC ads on this platform is the high competition for individual keywords, resulting in a higher cost per click (CPC).

Microsoft Ads also offers a variety of targeting options. Compared to Google, it successfully fills untapped market niches and targets a different segment of users. Microsoft Ads uniquely offers the ability to target ads on LinkedIn, where you can focus on B2B segments by industry, job function, or company. This platform is also less competitive, leading to a lower cost per click (CPC).

By combining both platforms, you can leverage the strengths of both companies. You’ll reach a global audience while also covering smaller market segments. This approach allows you to target a wider range of audiences and optimize your advertising costs.

Google Ads and Microsoft Ads offer a variety of ad types, allowing you to choose the most suitable option for your needs. These include responsive search ads, shopping ads, app install ads, and video ads. When selecting a specific ad type, it’s important to define your advertising goals.

One key advantage of Google Ads is the ability to provide more detailed product descriptions, helping you stand out from competitors. However, to fully leverage the potential of this platform, prior experience with online advertising is recommended. In contrast, the Microsoft Ads platform is easier to navigate and set up, with fewer mandatory fields, making it ideal for users new to PPC advertising.

Therefore, if you want your ad campaigns to be more flexible and deliver greater value, we recommend using various ad types across both platforms simultaneously. This approach allows you to understand the differences in campaign setups between the two most popular platforms, cover a larger portion of the online market, and ultimately achieve greater reach and a competitive edge.

Monitoring the effectiveness of your ads is essential for ensuring their success. By analyzing performance data, you can easily optimize your campaigns to achieve the desired outcomes.

Google Ads boasts a click-through rate (CTR) that is 34% higher than Microsoft Ads. The conversion rate on the Google Ads platform is 3.75%, slightly higher than Microsoft’s rate of 2.83%. This difference may be due to Google’s popularity among mobile users, while Microsoft is more commonly used by desktop users. The average cost per acquisition (CPA) for Google Ads is approximately 15% higher than for Microsoft Ads. Additionally, the cost per click (CPC) is generally higher on Google Ads due to the intense competition.

Source: BrightBid

Of course, individual values may vary slightly depending on the industry involved. By combining advertising on both platforms, you can refresh your marketing strategy and adapt it to different types of end users and devices.

As a Microsoft Channel Partner, we offer several advantageous benefits when advertising on the Microsoft Ads platform. We can provide expert advice on your campaigns and settings whenever needed. Additionally, through dedicated support, we can offer quick assistance with any issues related to your accounts or campaigns. A key benefit we can provide is the opportunity to receive a €250 voucher for Microsoft Ads advertising. The condition is to spend €50 within the first 90 days, and the voucher is yours. If you spend €100 from your account, you’ll receive a €400 voucher for advertising.

Both Google Ads and Microsoft Ads, the two leading platforms for creating and managing advertising campaigns, offer numerous benefits to enhance business success and maximize profits. While they provide similar services at their core, each platform excels in certain areas. Their differences complement each other, ensuring that by using both platforms, users can achieve comprehensive ad coverage in the online environment.

By implementing both platforms, you can capture a global target audience through Google’s extensive reach, while also covering smaller segments with Microsoft’s more specific ad targeting. You’ll be able to optimize your campaigns, tailor them to your budget, and effectively distribute resources between both platforms. Additionally, leveraging both platforms will give you clearer insights into which is more suitable for your business or how effective their combination can be.