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Microsoft Ads vs Google Ads 101 with Navah Hopkins & Jyll Saskin Gales — Transcript

by Jyll Saskin Gales | Google Ads Coach · 4,359 words · 635 segments · language en · Watch on YouTube

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0:00If you use Google Ads and you've been
0:01wondering, is it worth my time to get
0:03started with Microsoft Ads, then this is
0:05the video for you. I'm Jill Saskin
0:08Gails, a Google Ads coach, and I'm
0:10thrilled to be here with Nava Hopkins,
0:12who's the product leazison at Microsoft
0:14Advertising. And in this quick video,
0:17we're going to tell you exactly what you
0:18need to know about what's the same and
0:21what's different running ads on Google
0:23and on Microsoft. Welcome, Nava.
0:26>> Jill, thank you so much for having me. I
0:29could not think of a better person to do
0:32a deep dive on Google versus Microsoft
0:34and the mechanics. So just thrilled to
0:37be here, thrilled to share.
0:39>> Wonderful. So let's start with the first
0:42question. When you're using Google Ads
0:44or Microsoft ads, where can ads actually
0:47show? Because on Google, we know of
0:49course your ads can show on Google
0:50search, your search or shopping ads, but
0:52you can also run ads on other Google
0:55owned properties like YouTube, discover,
0:58maps, the app store, and then there's
1:01the beloved or beheaded Google display
1:03network of millions of websites and apps
1:06across the internet. So Google stat
1:08about this is that you can reach 90% of
1:10the internet audience globally with
1:12display. So those are kind of our three
1:14buckets of things we can do with Google
1:15ads. searchbased ads which include
1:18shopping, Google owned properties and
1:20then the display network. Can you tell
1:22us what's the similar or what might be
1:23different with Microsoft ads?
1:25>> For starters, uh the reach is actually
1:28comparable. Um with over 1.4 billion
1:31surfaces attainable through Microsoft
1:34advertising, uh it is not just the Bing
1:38SER that we want to think about.
1:39However, we love the Bing SER here. Uh
1:42so for those of you that are familiar
1:45with Microsoft advertising in its
1:46infancy, it used to be called Bing Ads.
1:49We still call the search result page
1:50Bing. And there you will see shopping
1:53ads, you'll see text ads, you'll see
1:55multimedia ads which have actually their
1:57own auction. Uh and you'll also
1:59sometimes see uh promotional spots from
2:02C-pilot. Now beyond that, there's also
2:06ads that will serve in Edge, our
2:09browser. There are ads that will serve
2:11on Xbox. There are ads that will serve
2:14uh with our partners like Duck.Go. There
2:17are CTV placements that you can invest.
2:20Um think HBO Max. Uh and of course, as a
2:24gamer, I am super excited that there's
2:27also our Activision, Blizzard, and King
2:30acquisition that led to ads serving on
2:32amazing uh games like Candy Crush. So,
2:37your ads are going to serve in a bunch
2:38of places. Now thinking taking this back
2:41to uh Google and what the differences
2:43and similarities are. You may or may not
2:47think about Microsoft as just search
2:51only and if you do totally fair that is
2:54what we have been for a really long time
2:57>> and Google too by the way that's what
2:58people think of when they think of
2:59Google search only and I'm like no
3:00there's so much more. So you're saying
3:02Sam there's so much more than that.
3:03>> There is so much more on Microsoft we
3:06encourage you to lean into your visual
3:08content. So, can we actually just see an
3:10example of that because a multimedia ad
3:12on the SER, I don't even know what that
3:14is. So, let's bring your screen up right
3:16now to show folks. So, we're doing a
3:19wonderful query looking for flowers for
3:21mom uh because moms deserve flowers.
3:24Flowers are lovely. Um, and what's
3:26really nice about this uh search result
3:28page is that we see the shopping ads and
3:30you can see uh Amazon, you can see from
3:33your flowers, you can see uh 1800
3:36flowers. Uh, and Microsoft empowers
3:40shopping ads. We also empower other
3:42vertical ads like professional service
3:43ads, auto ads, travel. Those are very
3:47comparable to the feedbased ads that
3:49you'll see on Google. We then see a
3:51beautiful text ad from ProFlowers.
3:54And then we see a multimedia ad. Now,
3:57what's special about the multimedia ad
3:59is that only one ad will get to serve
4:02here. It's a combination of visual
4:04content and text. And most importantly
4:07of all, it counts for impression-based
4:10remarketing. So, impression-based
4:12remarketing, for those of you that don't
4:14know, allow you to target, exclude, bid
4:18up, or bid down based off of seeing the
4:20ad. So in this particular instance, we
4:22have 1-800 flowers as a shopping ad and
4:25as a multimedia ad that is two bites at
4:28the apple to count for that
4:30impressionbased remarketing.
4:32Of course, we also still have our text.
4:35>> And just before we keep going, Nava, I
4:36do this is an important differentiation
4:38point because on Google, you explicitly
4:41can't do impression-based remarketing.
4:43That's why if you're for example running
4:44a YouTube for reach campaign where you
4:46bid for impressions, you cannot remarket
4:49to people who see those. you can only
4:50remarket to people who have clicked on
4:52your ads or if it's a video who have
4:55viewed your ad. So that's an interesting
4:57difference there. This multimedia ad
5:00would that be running out of a search
5:02campaign or what kind of campaign type
5:04would enable that?
5:05>> Exactly. Uh so when you're building your
5:07search campaign, you have a choice of
5:09building either a responsive search ad
5:11or a multimedia ad. And then in your
5:13settings, you can choose to bid up or
5:15bid down, i.e. focus on the multimedia
5:18ad uh or not. My best practice here and
5:22this is I Nava Hopkins the human uh best
5:25practice is to probably have one ad
5:28group for multimedia ads and then have a
5:32different ad group for your responsive
5:33search ads. And the reason I like doing
5:36that is because ultimately if you're
5:39going to have a responsive search ad ad
5:42group, you want that text ad to get all
5:45the data that it needs. And because they
5:46are different auctions, you don't want
5:49to have that that mix and match. The
5:51other reason why this is such a useful
5:53tool is that Microsoft really leans into
5:56ad groupoup level settings. So you can
5:58choose to have location targeting and ad
6:01scheduling live at the ad group level.
6:04Now of course you can choose to have
6:06campaign level settings. Totally fair.
6:09But if you want to have an extra layer
6:12of control and granularity, you may
6:14decide that you want a few more ad
6:16groups than you would normally run on
6:18Google while still being mindful that
6:21you're focusing your budget on really
6:23only one major business goal.
6:25>> Got it. That's helpful. Thank you. And
6:27so show us a little bit more of this SER
6:29and then I'm going to show the exact
6:30same search on Google so we can see some
6:32of the similarities and differences.
6:34>> So we can see uh just before I scroll
6:36further down uh you have your site links
6:41and they are enhanced site links. So you
6:43have a description and the site link. Uh
6:45>> wait is that an ad or is that organic
6:47that prof.
6:50>> I see where it says sponsored. I totally
6:52missed that.
6:55Now the other thing that you'll notice
6:56is that uh there's a people also
6:58searched for and you will also notice
7:02that we have again those extensions we
7:04have call outs see if there's any other
7:07extensions here
7:08>> urban stems so then below that flowers
7:10for mom October 25 is the first organic
7:13results is that right
7:14>> correct
7:15>> images and onwards cool and so then what
7:17does this look like in co-pilot
7:20>> so in co-pilot I kept it actually the
7:22same exact query
7:24um as I did in the SER when it is
7:26contextually relevant. An ad may serve
7:29at the bottom of the response and it's
7:32only going to serve when it's a net
7:33positive to the user.
7:35>> And what Microsoft campaign type would
7:38an advertiser need to use to be eligible
7:40to serve ads and co-pilot?
7:42>> Sure. So, search, shopping, multimedia,
7:48PMAX are all eligible. Audience ads are
7:52not eligible to serve within co-pilot.
7:55It is worth noting that audience ads are
7:57a component of performance max. However,
8:01our ideal campaign workflow that we
8:04suggest for customers is to have an
8:07always on maybe5 or $10 a day audience
8:10ad campaign that can tell you where your
8:13people might be engaged and can build
8:15that impressionbased remarketing list.
8:17you can potentially find placements that
8:18you want to exclusively target or
8:20exclude for other platforms at a
8:23discount uh because Microsoft tends to
8:25be a little bit cheaper. And then you
8:27have your PMAX, you have your search
8:29that can really lean into uh these AI
8:33placements and into those performance uh
8:36workflows.
8:38>> Got it. And so it's similar to the
8:39Google ad side where what Google's told
8:41us so far is that to be eligible to show
8:43an ad in an AI overview, you need to be
8:45using PMAX, shopping or search with
8:48broad match or AIMAX for AI mode, which
8:51would be the closest equivalent to this.
8:53We just don't know yet. So interesting
8:55to see the Microsoft approach here as
8:56well. But it is important to note we do
8:59not require you to use broad match or
9:02PMAX to serve. It just happens to be
9:05that PMAX has a higher likelihood of
9:07serving in Copilot.
9:08>> Got it. And so let's look at what the
9:10similar search would look like if we
9:13were searching for it on Google instead.
9:16So here on Google, flowers for mom. So
9:18whereas yours had the shopping results
9:20right at the top, this one has the
9:22sponsored results, which are search ads,
9:25we have image assets here showing with a
9:28lot of them. We see some site links
9:30showing up. There are four options. Then
9:33we get to organic images and then to
9:36people also ask before finally getting
9:38to some products. Now this says popular
9:42products. This Yeah, these aren't ads.
9:45These are actually organic results. So
9:46it's funny there were no shopping ads at
9:48least here um showing the way we saw the
9:51Microsoft. And of course we don't have
9:53the multimedia ad. It's purely vertical.
9:56We then get to the organic, which weird
9:59spacing happening with those images. It
10:01almost feels like a bug or something.
10:03And then if we get to the bottom, one
10:05more sponsored result. Nice to see them
10:07using the promotion asset. So, really
10:10different dynamics uh happening between
10:12the two, although of course it's like
10:14similar but slightly different. So,
10:16helpful to acknowledge some of those
10:17differences. We've talked a lot about
10:19where the ads can show. I think the next
10:21thing that'll be really helpful to
10:22understand is how you can target those
10:25ads. and you've alluded to that. But on
10:26the Google side, of course, we have our
10:29keywords, search, AI, imax, etc. We have
10:32our content targeting for display and
10:35video campaigns. So that would be
10:37topics, placements, and display video
10:39keywords. And then my favorite topic of
10:41course is audiences using audience
10:44targeting in demand genen display or
10:46video through Google's audiences like
10:49inmarkets or affinity through
10:51remarketing through custom segments and
10:54then through automated options like
10:56lookalikes or optimized targeting or
10:58pmax. So I'm curious which of those
11:00features will look quite similar on
11:03Microsoft and then which ones might look
11:04quite different than what a Google ads
11:06practitioner is used to. So, for what
11:08it's worth, most of the targeting is
11:11going to look really, really similar.
11:12Keywords are going to behave
11:1599% the same way. The one thing I will
11:18call out, there is no such thing as a
11:20broad match negative keyword on
11:21Microsoft. Putting that aside, uh you
11:24have keywords, you have audiences,
11:27uh you do have a pilot coming for
11:31audience ads in content targeting. Um,
11:34and then there's also placement
11:36targeting and placement exclusions. It
11:39is worth noting that we also offer the
11:42ability to target within bundles within
11:46Microsoft's uh, properties. So for
11:49example, say you really want to serve on
11:53a particular series of content on MSN or
11:57you really just want to serve on the
12:00Bing SER, you'll be able to say I want
12:03to do this bundle or this bundle. Now
12:05the what is important to note with
12:08search you can exclude if you so desire
12:12MSN you can exclude outlook you can't
12:16exclude Yahoo on audience ads you
12:20absolutely
12:21are welcome to exclude any properties
12:24that you you know are are not a good fit
12:27within Microsoft advertising you can do
12:29a lot of LinkedIn targeting uh you can
12:32target based off of the industries you
12:34can do the companies And you also get to
12:36have a lot of additional signals
12:38factoring in particularly with PMAX.
12:40>> The B2B one is so interesting because
12:42that's a place where in Google we often
12:44want to layer audiences in with search
12:46but there's only a handful kind of B2B
12:48audiences to choose from. So with my
12:50understanding here, does that mean you
12:52could use some of the signals that
12:53Microsoft knows from LinkedIn and layer
12:56those LinkedIn audiences on top of your
12:58Microsoft search ads?
13:00>> Exactly. So, B2B verticals typically are
13:05very tricky when it comes to what you're
13:07allowed or not allowed to say, um, how
13:11you're allowed to target. Um, but
13:14because LinkedIn targeting is just built
13:17into that infrastructure, it's a
13:19compliant way to reach your audience.
13:22One of the key things that Google Ads
13:24practitioners struggle with, need to
13:26know when setting up a search campaign
13:27is there's the search network box and
13:29then there's the display network box and
13:31like do you want your search ads in
13:33those places? Probably not. So on the
13:35Microsoft sides, are there similar
13:37settings like that that control if your
13:38search ads are only going to be on
13:40search or other places? What should
13:42folks know?
13:43>> Well, so if you're running search, you
13:45absolutely can exclude MSN. you
13:48absolutely can exclude uh Outlook if if
13:51you don't want your ads to serve there.
13:53What I will say because I I I'm at
13:56Microsoft and so grain of salt is that a
13:59lot of those placements
14:01actually drive a ton of value. Uh what
14:04we saw when we we would see search in
14:07combination with some of those display
14:10placements is a 7x improvement in
14:12conversion rate. So totally fair if you
14:14want to exclude them like you you can
14:16you can list list that as an exclusion.
14:19Um but I would encourage everyone to run
14:21tests there. So just like Google uh
14:24would encourage you to run those tests,
14:25you're just going to do an exclusion
14:26through the website exclusion. Um, if
14:29you want to target your ads to specific
14:34sites with audience ads, so the
14:36equivalent of uh demand genen
14:38effectively on Google, uh you are going
14:41to have your ads serve on Microsoft
14:44owned uh properties. So MSN, Outlook,
14:49Bing, things like that. But if you want
14:52to target very specific placements, you
14:55will be able to target those very
14:58specific placements that you know are
14:59your winners. And conversely, if you
15:01know that you want to exclude placements
15:03that just are not a good fit, you
15:05absolutely can do that. What you should
15:08think about when it comes to search
15:11partners, display expansion and all that
15:15is that there are two reasons why
15:18someone may want to exclude those
15:21placements. Reason number one is that
15:23there's a budget constraint and that we
15:25just we do not have the budget for that
15:27incremental value, which is totally
15:29fair. The less fair uh mindset is that
15:35these placements are spammy because 10
15:37years ago those placements were spammy.
15:39Microsoft and Google and all the
15:42platforms have invested a lot in
15:44cleaning up those placements. So, I
15:47would encourage everyone to build in
15:48kind of a wild and crazy test where you
15:51maybe allow 10% of your budget to be
15:56available to some of those placements
15:58that you may have historically not
15:59allowed and just see if that incremental
16:02value especially with impression based
16:04remarketing on the Microsoft side can
16:06drive you success because ultimately
16:09why we exclude placements is either
16:12because we don't think our people are
16:14there which
16:16invite some bias if we're holding those
16:18controls or we think that there's just
16:20flatout bad traffic. And when there is
16:22bad traffic, we at Microsoft love
16:25hearing about it because it means that
16:26we can fix it.
16:27>> Um, but I can say, you know, at least we
16:30do have search partner placement
16:32reporting. Now, if you haven't seen that
16:33yet in Google, you have to go to
16:35insights and reports, report editor,
16:38content suitability, and then you'll be
16:40able to see those placements. I would
16:42say nine times out of 10 when I look at
16:44that with a client it we look at the
16:46websites and we're like what the heck is
16:47this? But then there's one time out of
16:4810 we look and we're like you know what
16:50okay legit our audience probably is here
16:53and of course you don't get that data
16:54unless you test it. So that's the
16:56tradeoff
16:56>> and for what it's worth Microsoft has
16:58had search partners visibility since the
17:01beginning. Uh we have always let you see
17:04where your ads are serving. So, one
17:06thing I will actually uh call out, the
17:10way our reporting works is a little bit
17:12different than how Google's works. So,
17:14where Google it's all locked under the
17:17insights tab, uh we ask you to go to our
17:20reporting or our tools tab depending on
17:22the report you're looking to go for. And
17:24then if you're looking for PMAX
17:26insights, that's under search term
17:28insights. If you're looking for your
17:31search campaign insights, so that might
17:33be shopping, that might be your
17:35traditional search campaigns, multime
17:37media campaigns, that's going to be the
17:38traditional search terms, and then of
17:40course the website publisher URL report
17:43is going to be where you see all of all
17:46of those placements. So just the naming
17:48schemes are a little bit different. The
17:51reports are there. Yeah, Google since
17:54the current UI it's like insights
17:56insights and reports and then it might
17:58be when ad showed where ad showed or
18:00some have to go to report editor but
18:02some you can just see it in the
18:03interface. So this has been great
18:05context to understand like what the
18:07similarities are what the differences
18:08are feel sort of like same language
18:11different dialect going between Google
18:12ads and Microsoft ads. So, if someone
18:15wants to get started on Microsoft, how
18:17would you suggest an advertiser would do
18:19that? If they're, say, the kind of
18:21advertiser that maybe spends 1 to 2,000
18:23bucks a month on Google Ads, how should
18:25they start with Microsoft? And then if
18:27they're the kind of advertiser that
18:28maybe spends six figures a month on
18:30Google Ads, how might they get started
18:31with Microsoft?
18:33>> Well, the good news is both have an easy
18:36button with import. With that said,
18:39there are some important caveats there.
18:40Import can be super easy. Quick import.
18:44You got your scheduled import going in.
18:47Any changes you make on the Google side
18:48or Meta or Pinterest because we have
18:51imports for those as well. If you have
18:54$1,000 a month, you probably don't want
18:58to necessarily pull too much budget from
19:00Google. So, a good
19:04rule of thumb, if you can find $50
19:09to test something, and that might seem
19:12like super small, but there are
19:13advertisers on Microsoft that spend $2 a
19:15day. So, if you can find $50, that is a
19:20reasonable test. And in part, it's a
19:23reasonable test because we are often
19:25feeding coupons into the ecosystem. So,
19:28you can always find a coupon um to make
19:31that $50 turn into $150 to to get that
19:34test. So, uh take that for what for for
19:37what you will. The way I would think
19:38about it is you need fewer campaigns on
19:43Microsoft than you do on Google because
19:46of the amount of campaign specific
19:48settings that will live at the ad group
19:50level on Microsoft. So those schedules
19:52and that location targeting combined
19:55with the fact that we allow ads to serve
19:57in the time zone of the user or the
19:59account as opposed to Google that only
20:02serves in the time zone of the account.
20:04That might mean that five campaigns you
20:06had running could turn into one and then
20:08you just have the ad groups targeting
20:10those different markets. You might have
20:13just th those those different uh
20:14settings there. So that's one
20:16consideration. Uh, the next
20:18consideration is multimedia ads are the
20:22easiest way to make bank on Microsoft.
20:26For whatever reason, everyone thought
20:28multimedia ads were the display ads that
20:31would serve with search campaigns on
20:33MSM. Those ads are amazing. Like they
20:35they are they are, but they are not
20:36multimedia ads. Multimedia ads are the
20:39ads we looked at where it's served on
20:42the right hand side. A single advertiser
20:44will get it. It's a beautiful image with
20:48very specific text. It basically behaves
20:50like a display ad on the SER and it is a
20:54powerful way for you to get started,
20:57especially given that you can convey a
21:00whole bunch of information without the
21:02user ever having to click. So, if you
21:04don't have the budget for all of those
21:05clicks, great way to get started is with
21:08multimedia ads. The other thing I would
21:10consider, especially if you're in the
21:12smaller budget range, you might be using
21:14local service ads on Google,
21:16professional service ads are a powerful
21:19feedbased way to do a lot of that. So
21:22where with local service ads, you may
21:23not have as many settings, you can do a
21:25lot more negative work and bid
21:28adjustment work and there's more things
21:30you can do. So that's another
21:33professional service ad on Microsoft
21:35would be like a shopping ad, but you can
21:37do it for services. Is that right?
21:40>> Effectively, so say you're a CPA or a
21:44lawyer and you want to connect with your
21:48local market. That's what professional
21:50service ads are for. Um, and they serve
21:52on the search result page for those
21:54local sort of queries. They are not
21:57governed by Microsoft's comparable to
22:00Google business profiles. They're not uh
22:03powered by the the Bing places for
22:05business. Um, they are specifically an
22:07ad type that lives within Microsoft Ads.
22:09You do need to contact support to get
22:10started, but they are definitely worth
22:12worth checking out. Now, you'll notice I
22:15didn't say Pmax.
22:17Pax requires at least 30 conversions in
22:20a 30-day period in order to really have
22:22a chance for success. And the odds of
22:24you having those 30 conversions in a
22:2730-day period, if you have a really
22:29small budget when you're first getting
22:30started, is just really low. You could
22:32do micro conversions. you could you
22:34could kind of hack the system, but the
22:36odds are low. Whereas, if you have a
22:39slightly larger budget, say 5,000 10,000
22:43a month, it's a little bit more
22:45accessible. So, it really does depend on
22:46your definition of small. Um, there are
22:48a lot of folks that will import over
22:50their PMAX campaigns from Google into
22:52Microsoft, adjust some of the settings,
22:54and then because Microsoft
22:57uh truly honors the search uh themes
23:00that you'll put in to your PMAX
23:02campaign, uh we have that impression
23:05based marketing that can act as uh kind
23:08of a jump starter for for learning. Same
23:10thing also with your customer match list
23:12to find similar people to your existing
23:14customers. It's a really powerful way to
23:16get started if you have that 5 to10,000.
23:18Now, if you have $100,000
23:21and you're happy to double it and and
23:25run with Microsoft, CTV is the biggest
23:30opportunity right now. Um, CTV is going
23:34to build you an amazing audience that
23:37you then can target really specifically
23:40with your search ads. Again, PMAX is an
23:43amazing opportunity here. Audience ads
23:46is that always on and honestly should be
23:49always on uh unless you have a super
23:53super teeny teeny teeny tiny budget and
23:55you have a bias against display, you
23:58probably should have an always on
23:59audience ads. Uh but CTV the moment you
24:02have even 50,000 probably makes sense to
24:06to test and to explore.
24:07>> And a few things that I'm taking away
24:09for this that I'm like, "Oh, I should
24:10start doing that." which don't even
24:11involve spending money on Microsoft ads
24:13is you mentioned a Bing business
24:14profile. I'm like I have a Google
24:16business profile but I haven't set one
24:18up on Bing. I should absolutely do that.
24:20I should also set up the Microsoft
24:23remarketing tag on my website just so
24:26that if in the future I decide to start
24:28advertising that information is all
24:30there. And then I'm personally really
24:32interested in what you mentioned about
24:35the LinkedIn kind of tie-in and
24:36targeting capabilities especially since
24:38I have such a large organic audience
24:40there. So even though I don't currently
24:42run ads to my business, I definitely now
24:44want to go play around and see what kind
24:46of audience capabilities might be
24:48helpful to me. So those are the
24:49takeaways that I have from how I could
24:53potentially use what Microsoft has to
24:55augment what I know in Google. I hope
24:57that if you are watching, you've gleaned
24:59some interesting tips and new tidbits
25:01about whether or not Microsoft Ads might
25:04be right for you. If you have any
25:06questions at all, please feel free to
25:08drop it in the comments and I will get
25:10back to you. And thank you so much to
25:12Nava for joining us here today from
25:14Microsoft Advertising. We'll see you in
25:16the next one. Thanks, Joe.

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