Microsoft Ads for Dentists
(formerly “Bing Ads”)
Let’s take a look at Microsoft Ads
It really is very similar to Google Ads. Microsoft Ads is a paid search platform that you can use to show ads for your dental office when someone is searching for the dental services that you offer.
It is widely believed that users of the Bing search engine are a bit older and a bit more wealthy than users of Google search. Google search engine users are probably a little bit younger and a little more tech-savvy. For information on all ad platforms, check out our comprehensive advertising for dentists guide.
Less Clicks and Less Cost Per Click than Google Ads
Now let me share my experiences with dental offices who advertise using Microsoft Ads.
If you advertise on Microsoft Ads, you’re likely going to see around 10% – 20% of the total clicks that you’re seeing with Google Ads
You’re also likely to see less cost per click – and less cost per conversion with Microsoft Ads. This means that it is probably going to cost a bit less to get a new patient in the office on using Microsoft Ads versus Google Ads.
Do Google Ads First, Then Microsoft Ads
Even though your costs to get people in the door with Microsoft Ads are likely to be a bit lower than what you get with Google Ads, I would still put Microsoft Ads as a lower priority than Google Ads.
The reason being that you’re very likely to see a lot less traffic on Microsoft Ads and you need to focus where the most people are searching for your dental services.
My advice would be to first focus on Google Ads and perfect your advertising campaigns. Once everything is running smoothly in Google Ads, migrate your ad campaigns over to Microsoft Ads.
Microsoft Ads in the Search ResultsLet’s take a quick look at Microsoft Ads on the search engine results page.
Here, we have gone to bing.com and we’re going to be focusing on the Microsoft Ads results.
Microsoft Ads are denoted by a very small notification that what you’re looking at is an ad. It is just the word ad – and it isn’t even color coded. The Microsoft Ads results blend in with the organic search results to the point where it is actually difficult to tell the two apart on first glance.
The Microsoft Ads appear on top of the search engine results page, on the right hand side of the search results and they also appear at the bottom of the page.
Microsoft Ads Administration & Setup
Microsoft Ads actually looks very similar to GoogleGoogle Ads from an administration standpoint. Microsoft Ads tends to follow Google Ads in design and functionality. Usually when Google Ads introduces a new feature, this same feature is introduced in Microsoft Ads within a matter of months.
Microsoft Ads does this to allow people to easily port their advertising campaigns from Google Ads to Microsoft Ads.
Microsoft Ads Campaigns
Microsoft Ads AdGroups
Ads in Microsoft Ads
Microsoft Ads Keywords
Microsoft Ads Targeting Options
Microsoft Ads Geographic Targeting
Microsoft Ads Ad Scheduling
Microsoft Ads Device Targeting
As you can see, Microsoft Ads has the same level of complexity as Google Ads – so it will be a challenge for a dentist who is busy with the day to day tasks of being a dentist run Microsoft Ads campaigns effectively.
No Easy to Use “Express” Edition
And unlike Google Ads – there is no Express edition. You’re either going to have to deal with the complexity of Bing on your own or hire outside help to do it for you.
The nice thing is if you’re already comfortable working within Google Ads, you should be comfortable working with Microsoft Ads.
I use Microsoft Ads for all of my dental clients, and I highly recommend it as a cost effective way to get new patients into your practice. I would just make sure that I had a highly optimized Google Ads campaign in place prior to even thinking about starting with Microsoft Ads.