The Bing search engine is powered by Microsoft, and paid search adverts on the platform are managed by way of Microsoft Advertisements. Firms industries like retail, ecommerce, finance, healthcare, and extra use Bing to spice up their backside line — and you may, too.
Nearly half of all Americans use Bing as their default search engine—that’s a whopping 50% of searchers.
So, it’s no shock that Microsoft Advertisements (previously Bing Advertisements) has change into a strong instrument for manufacturers seeking to solid a wider internet and maximize their return on funding, aka ROI.
However on the subject of who makes use of Microsoft Advertisements probably the most, is the platform a common boon, or do some sectors reap larger rewards?
Our expertise as a high 3% promoting company has proven us retail, ecommerce, finance, healthcare, and digital advertising are the industries that use Microsoft Advertisements probably the most.
For extra insights, we caught up with Abigail Beene, a lead strategist at HawkSEM and an skilled at optimizing Google Advertisements, Microsoft Advertisements, and social media campaigns for enterprise development.
Under, she shares case research, skilled suggestions, and the way manufacturers in these industries get probably the most out of Microsoft Advertisements.
Questioning if this platform is a worthy addition to your advertising toolkit? We’ll show you how to with that, too.
The place do Microsoft Advertisements present up?
Microsoft Advertising is a pay-per-click (PPC) promoting platform for putting adverts on the Bing search engine.
It is going to show adverts on the high, backside, or aspect of Bing’s search engine outcomes pages, making certain most visibility to your model.
Now, everyone knows Google search has probably the most pull at round 89% of the worldwide market share. Nevertheless, Microsoft’s Bing caters to area of interest audiences that may very well be price tapping into.
However the attain of Microsoft Advertisements extends past simply Microsoft Bing.
You’ll be able to showcase your adverts throughout a spread of Microsoft’s digital promoting actual property, together with:
- Yahoo
- AOL
- MSN
- DuckDuckGo
- Microsoft Edge
- Outlook
- Skype
- Home windows
- Cortana
- Xbox
…in addition to different Microsoft-owned platforms, search networks, and companions.
As for what sort of manufacturers make up the market share…
Who makes use of Microsoft Advertisements? 5 industries and their success tales
In the event you suppose Microsoft Advertisements is only for the tech-savvy and {industry} giants, suppose once more.
This versatile platform caters to many alternative industries, however manufacturers on a funds or in aggressive tech niches could profit most.
“Whereas Google is the place you’ll get probably the most search quantity, lots of instances you possibly can truly get a decrease price per lead and better ROAS in Bing, the place CPCs aren’t as costly,” Beene says.
“That is fairly widespread in lots of B2B industries, particularly within the tech area.”
Take into account that Microsoft Advertisements isn’t an ideal match for each enterprise. Your model’s target market could not align with its person demographics.
Or, maybe your particular promoting wants are higher met by way of different channels. One of the crucial widespread challenges on Bing is search quantity.
“Extra persons are actively looking on Google,” Beene explains, “so for those who’re already reaching your full viewers on Bing, it makes it very troublesome to scale.”
However she provides that this doesn’t make it any much less efficient. You’ll simply have to take a proactive strategy to funds allocation and diversify throughout numerous channels.
In the event you’re seeking to enhance click-through charges (CTR) or enhance income with a distinct segment viewers? It’s vital to evaluate your online business’s distinctive targets fastidiously earlier than taking the leap.
For now, let’s have a look at the highest 5 industries making waves with Microsoft Advertisements:
1. Retail companies
Retailers giant and small are flourishing with Microsoft Advertisements, utilizing its many options to reinforce their on-line presence and supercharge gross sales.
Right here’s how they’re doing it:
Precision concentrating on
Microsoft Advertisements lets retail companies dwelling in on their ultimate clients by way of insights from search quantity, queries, demographics, and on-line conduct. This implies adverts are positioned in entrance of the proper folks on the proper time.
Expansive attain
Retailers can unlock a world of alternative with Microsoft Advertisements’ huge community, spanning Bing, Yahoo, and MSN. This intensive attain gives a wealthy pool of potential clients ready to be found.
Retail-friendly advert codecs
Microsoft Advertisements doesn’t disappoint on the subject of advert codecs particularly designed for retail. From purchasing adverts to dynamic search adverts, these codecs showcase merchandise in a approach that captures customers’ consideration and nudges them to make a purchase order.
Retailers can cleverly place their merchandise entrance and heart when potential clients are prepared to purchase. The endgame? An uptick in visitors, conversions, and, in the end, income.
(Picture: Crocs screenshot)
Retail enterprise case examine: Crocs
When COVID hit, global footwear brand Crocs shut down retail shops throughout North America and Europe. In response to the pandemic, they launched a “Free Pair Healthcare” program for donating sneakers to healthcare heroes.
With their bodily shops closed, Crocs pivoted their focus to digital engagement. This included selling “Free Pair Healthcare” and zeroing in on their ultimate viewers with Microsoft Promoting’s customized adverts and audience targeting.
Throughout this era, additionally they relied on paid search by way of Microsoft Advertisements as one in every of their highest-performing channels — a savvy transfer that garnered greater website visitors, conversions, and buyer acquisitions.
Who makes use of Bing Ads moreover bodily retailers? Digital shops, in fact.
2. Ecommerce manufacturers and on-line shops
It’s no secret that ecommerce is a fiercely competitive landscape. Microsoft Advertisements might be the sting your on-line retailer is lacking. It gives exact concentrating on, a large community, and inventive advert codecs that can assist you stand out.
Different options that may amp up on-line visibility and gross sales for ecommerce manufacturers embody:
Microsoft Retail Promoting Community
The Microsoft Retail Advertising Network hyperlinks retailers to shoppers throughout the Microsoft Promoting platform and networks. It’s an all-in-one answer excellent for serving to companies join with their audiences wherever they’re, making purchasing a breeze.
Knowledge and insights
Microsoft Advertisements’ precious analytics are a goldmine of intel for ecommerce companies. By attending to know your viewers inside and outside, you possibly can fine-tune your advert campaigns to hit the mark each time.

(Picture: Microsoft screenshot)
Ecommerce case examine: BB Wheels
Do you know the automotive {industry} is amongst the most competitive in paid search promoting?
BB Wheels, a family-owned and operated ecommerce enterprise that sells wheels, tires, and car equipment, knew this and wished in on the Microsoft Advertisements benefit.
To snag high purchasing advert slots, they determined to harness Microsoft Advertisements’ concentrating on choices and intensive community. This helped them attain their ultimate buyer base extra successfully, considerably bettering their on-line visibility and gross sales.
Due to Microsoft Advertisements, they showcased their big selection of customized wheels and tires, reaching potential clients on the optimum time and place. The consequence? A shocking 13x ROAS, a hefty bump in website visitors, and elevated common order worth (AOV) to $670.
Subsequent, let’s have a look at the numbers…
3. Finance niches
The finance crowd is mature and complicated — identical to Bing’s older audiences. Pair that with Microsoft’s suite of instruments and options for promoting, and finance manufacturers can thrive with visitors and ROI.
Some methods finance corporations use Microsoft Advertisements to their benefit embody:
Focused promoting
With spot-on concentrating on choices, finance companies can connect with their excellent viewers on sight.
By tapping into Microsoft Advertisements’ wealthy information and insights, they will create adverts that actually communicate to their goal demographic, making certain their message lands with the suitable people on the proper time.
Expansive community
The world’s your oyster with Microsoft Advertisements’ large community, together with Bing, Yahoo, and MSN.
It is a game-changer for finance companies, opening the door to a sea of potential clients and driving severe visitors to their web sites.
Finance-friendly advert codecs
Finance companies want industry-specific advert codecs to promote their services and products.
A majority of these adverts should clearly showcase their choices’ distinctive advantages whereas complying with monetary laws. Fortunately, Microsoft Advertisements has these codecs down pat.

(Picture: Microsoft screenshot)
Finance enterprise case examine: Experian
When you have a bank card, you’re in all probability acquainted with the primary credit score reporting bureaus within the U.S. A kind of is Experian, a world chief in shopper and enterprise credit score reporting and advertising companies.
Like different companies, Experian noticed a possibility to faucet into Microsoft Advertisements’ viewers concentrating on and pinpoint their ultimate buyer base. For example, Bing’s older demographic is extra likely to be invested in their financial health.
However Beene says it’s extra important to concentrate on who your target market is.
“If the older demographic is a part of your core buyer base (even when it isn’t your entire buyer base), having a presence on Bing may positively be useful,” she explains.
With Microsoft Advertisements, Experian used Bing’s intensive community to succeed in its target market of financially acutely aware, greater household-income adults on the hunt for savvy monetary options.
However they didn’t cease there. Additionally they launched Experian Increase, a free service for serving to folks enhance their credit score scores. Microsoft Advertisements was key in selling this new service, leading to greater engagement and a surge in paid subscriptions.
All of this, mixed with Microsoft Promoting’s automated bidding methods and Experian’s cutting-edge options, proved worthy.
The outcomes communicate for themselves: a formidable 97% hike in conversion charges inside their goal CPA throughout preliminary A/B testing.
4. Healthcare {industry}
Microsoft Advertisements can provide healthcare professionals and organizations instruments to successfully promote their companies, join with potential sufferers, and, in flip, enhance affected person outcomes.
Along with concentrating on choices and expansive attain, Microsoft Advertisements helps the healthcare {industry} by way of one characteristic particularly:
Physician and Clinic Advertisements
That is specifically designed to assist healthcare suppliers broaden their attain and discover new sufferers.
Doctor and Clinic Ads assist these professionals showcase their companies, spotlight affected person critiques, and supply important particulars like location, hours of operation, and phone info.
Certain, much less competitors and optimum advert placement are nice, however seamlessly guiding sufferers on to your healthcare companies? Now, that’s invaluable.

(Picture: Microsoft screenshot)
Healthcare case examine: Medicare
Medicare is a federal medical insurance firm largely serving folks 65 or older. What does a federal firm must do with search engine advertising? Good query.
As Annual Enrollment Durations (AEP) strategy, organizations like Medicare want new methods to succeed in eligible beneficiaries. Therefore, the chance to harness Microsoft Advertisements to interact with related demographics who could also be searching for plans.
Understanding your viewers is essential. That’s why Microsoft Promoting has already accomplished the legwork, discovering that seniors are inclined to take their time.
They’ve longer purchasing journeys, steadily participating with the Microsoft Audience Network (a local advert answer, like Google Advertisements campaigns or Fb Advertisements, providing superior viewers concentrating on and brand-specific native advert placements).
On the flip aspect, these “growing old in” to Medicare usually tend to discover non-brand or generic Medicare phrases. However right here’s the kicker: each advert teams are doing their homework, cross-shopping throughout numerous manufacturers and plan varieties.
Along with connecting with the target market, Microsoft Advertisements delivers insights on widespread search subjects, key phrase analysis, and SEO strategies to optimize attain and engagement.
5. Digital advertising manufacturers
Whereas Google Advertisements, Fb Advertisements, and LinkedIn Advertisements have historically been the go-to platforms for digital entrepreneurs, Microsoft Advertisements are sometimes neglected. That’s until you’re a savvy digital advertising enterprise.
These professionals acknowledge the untapped potential of Microsoft Promoting as a strong instrument to raise their enterprise to new heights.
Concentrating on particular demographics
Microsoft Advertisements lets digital entrepreneurs hit the bullseye, reaching the precise viewers they need when they need.
Plus, with top-notch analytics, they will see what’s working and tweak their campaigns for even higher outcomes as they go. It’s a win-win.
Numerous vary of advert codecs
From video to display ads, this vary of advert codecs completely suits right into a digital advertising enterprise’s marketing campaign targets.
With the power to customise adverts and goal particular key phrases, digital entrepreneurs can create extremely related, participating adverts. That results in adverts that seize consideration and reel in conversions.
So, what does Microsoft Advertisements have that Google Advertisements doesn’t? Beene weighs in on the 2 greatest variations: search quantity and cost-per-click (CPC).
“The decrease search quantity on Bing in comparison with Google could be a detrimental, particularly when you’ve got lots of funds to make use of and also you’re seeking to scale,” she explains.
“Nevertheless, decrease CPCs imply that your funds will go rather a lot additional and also you’ll seemingly have extra inexpensive prices per lead.”
Whereas every platform is exclusive, they do share many similarities, and leveraging each has its benefits.
“You’ll be able to even import campaigns instantly into Bing from Google with little or no effort and time,” Beene provides, “so the general methods translate nicely between the 2.”
Can’t select one over the opposite?
Have a look at your funds to see how a lot you’ve obtainable to spend. Your {industry} may also dictate the way to allocate funds. However, does cash go additional on one versus the opposite?
“As a result of [your] funds can often stretch a bit additional on Bing, I’d usually advocate extra spend allotted to Google and fewer to Bing, so long as you’re seeing success in each platforms,” says Beene.
Need to take the guesswork out of it?
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(Picture: Microsoft screenshot))
Digital advertising case examine: Wickfire
Wickfire is a digital advertising firm with a concentrate on search engine advertising. They turned to Microsoft Advertisements to maximise attain and conversions for his or her shoppers.
They wished to leverage Microsoft Advertisements’ options and insights to focus on particular demographics, optimize their campaigns, and in the end drive extra consumer visitors and gross sales.
Microsoft Advertisements offered them with the instruments and information to make knowledgeable choices and refine their methods for higher outcomes.
The purpose is to automate workflows, tech optimization, platform improvement, and use Microsoft Advertisements options like:
- Adopted search syndication
- Sitelink Extensions
- Callout Extensions
- Structured Snippet Extensions
- Enhanced common cost-per-click (CPC)
From the partnership, Wickfire noticed a 66% enhance in visitors and a 40% decrease price in common CPC.
Higher but, they gained new and sizable accounts, additional fueling their development and solidifying them as severe gamers within the digital advertising realm.
The takeaway
You’ve seen the stats, and also you’ve heard the success tales. Now, it’s time to make your transfer.
Don’t let your rivals steal the highlight. You might be dominating on-line areas like Google Advertisements or Amazon however not wielding the complete potential of Microsoft Advertisements.
And we aren’t within the enterprise of leaving income on the desk—are we?
It’s time to harness the complete spectrum of promoting platforms to supercharge your income and depart your rivals within the mud.
Beene says Bing has been a game-changer for HawkSEM shoppers, together with a enterprise concentrating on the extraordinarily aggressive legislation and medical niches the place Google’s CPCs are sky-high.
“The quantity of leads we have now been capable of produce for them have elevated fairly considerably since allocating extra funds to Bing, and it has change into a significant a part of their promoting technique.”
Pair this intel with our stellar common ROI of 4.5X throughout all our shoppers, and you may wager we’ve received your advert sport within the bag. Reach out today and allow us to craft a technique that places you leagues forward.
This text has been up to date and was initially revealed in November 2023.