Dental Marketing Using Microsoft Ads (formerly Bing Ads)

A Way for Dental Practices to Get Affluent Patients

Microsoft Ads (formerly called Bing Ads) is very similar to Google Ads. Microsoft Ads appear on Microsoft's Bing search engine.

When you run ads using Microsoft, your ads appear on their Bing search engine, Yahoo and AOL.

The users of these search engines tend to be a bit more affluent, well-educated and older than the average user conducting a search on Google.  They also may be a bit less tech-savvy and a bit more accepting of advertising.

So Microsoft Ads users are on average a bit older and wealthier. Your marketing reach isn't as great with Microsoft as it is with Google, but your ROI from your dental practice ads may be significantly better.

The ads can therefore be very effective at bringing in dental implant cases or people in need of dentures right to your practice.

Microsoft Ads are great at reaching a more affluent, educated and slightly older demographic than Google. This offers opportunities for services like dentures and dental implants.

My Microsoft Ads Experience for Dentists

If you’re already advertising on Google and you start a Microsoft Ads campaign, you’re probably going to witness only around 10%-20% of the click activity that you’re seeing in Google.

You’ll probably also experience a slightly lower cost per click.  You can in general bid less on keywords and still appear near the top of the page because there are less competing dental advertisers using Microsoft Ads versus Google Ads.

The result usually is that it costs less to get a patient through the door using Bing than Google.

That said, you probably can’t rely on Bing advertising alone as the volume is too low to generate enough new patients.

Recommendation - use both Google Search Ads and Microsoft Ads to get the best results.

In general it will cost less to get a dental patient using Microsoft Ads.

With Microsoft Ads you'll only get a small fraction of the traffic (<20%) that you'll receive from Google Ads.

Microsoft Ads on the Bing Search Engine

As you can see in the below search for “Arvada Dentist Near Me” - the search results page looks very similar to what you see in Google Ads.

The ads in Bing appear at the very top - and at the very bottom of the search engine results page.  There are also maps with locations of offices on the page (not pictured).

Whenever Google Ads introduces a new feature to its advertising platform, Bing Ads generally adds the exact same functionality within a few months.

Bing Search Engine results for
Bing Search Results
Microsoft Ads dominate the Bing search results for dental related searches

Microsoft Ads appear at the top and at the bottom of the Bing search results pages - just like they do in Google.

Moving Your Dental Practice Campaigns from Google into Microsoft

A common workflow issue when working with search engine advertising for dental offices is to create a well optimized ad account in Google Ads - then port that ad campaign into Microsoft Ads.

You obviously don't want to have to take the time to recreate all the campaigns individually in Microsoft.

Fortunately, Microsoft Advertising editor is a tool provided by Microsoft that allows you to import your Google ad campaigns into the Microsoft Ads platform.

Screenshot of Google Import using Microsoft Advertising Editor
Microsoft Advertising Editor
Screenshot shows the import of multiple Google Ads campaigns into Microsoft Ads using Microsoft's Advertising Editor.

Warning: while the editor is usually pretty accurate when importing campaigns, you'll want to check the import results carefully. You'll also want to check your imported ad campaign in Microsoft Ads for the next few days to make sure everything looks right.

It does occasionally happen that incompatibilities between Google and Microsoft ad campaigns can result in costly errors that are charged to your account.

Microsoft Advertising Editor (Click Here for Documentation) is reasonably effective at moving your campaign from Google into Bing.

While you must use the Microsoft Advertising editor to make work go more quickly import Google campaigns, don't blindly trust it.

Incompatibilities between Google and Microsoft can result in expensive charges in your account.

Facebook Remarketing for Dental Practices

Much like the benefit of using Google Ads to get visitors to your website, with Microsoft Ads, you get to take advantage of retargeting site visitors on Facebook. The Facebook pixel does all the work.

Any traffic that arrives at your site is eligible to be see your ads on Facebook. This does require a separate effort to set up ads for your dental practice on Facebook. This means that you get a second chance to convert prospective patients on Facebook - usually at a lower cost than the initial click cost using Microsoft Ads.

It is highly recommended that you at least experiment with Facebook advertising to take advantage of remarketing. It is easy to set up a Facebook pixel to your site, and you may get a solid ROI on Facebook's advertising platform.

A Warning about Microsoft Geographic Targeting

This is a problem not limited to dental practices, and anyone advertising on the Microsoft platform will need to take note.

Microsoft Ads has demographic targeting and geographic targeting similar to Google ads - but the targeting options are slightly different.

Dentists Be Warned!

Unfortunately, Microsoft Ads isn't always able to target the exact same geographic region that you have targeted in Google Ads. The result can be problematic.

When you're porting a Google Ads search campaign to Microsoft, if Microsoft Ads is unable to find the geographic location, it will default to a larger area.

So if your practice is advertising in a small towin in Texas, and Microsoft doesn't have that targeting option available, it may default to a larger area - like the entire state. This can result in a lot of wasted advertising spend for your practice - which you'll obviously want to avoid.

Microsoft Ads Video Lesson

We have multiple completely free modules in the dental marketing course – Microsoft Ads for Dentists Lessons. These describe how a dentist can effectively use Microsoft Ads to bring in more patient leads.

Summary: Is Advertising on Microsoft Worth It?

I strongly recommend that dentists consider advertising using Microsoft Ads. The costs per click are generally cheaper and the demographics skew older - which can mean more lucrative procedures. You also get the benefit of being to fairly easily move your Google Ads campaigns over to Microsoft Ads. For these reasons, advertising dental practices using Microsoft Ads is a no-brainer.

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