There may be good reasons why you’d want to use Microsoft AdCenter rather than Google AdWords. The primary reason is budget concerns.
Depending on your ad variations and keywords, it is highly likely that you can bid a lot cheaper on your keywords at Microsoft AdCenter than you can at Google AdWords. A test study using the keyword phrase “childrens poetry” revealed that Google AdWords’ minimum bid is $5.00 for that keyword. That’s well outside the range of most small businesses. But the same keyword at Microsoft AdCenter only costs .20 for a No. 1-point-something average placement. Why is that?
The obvious reasons keywords are most expensive at Google AdWords is supply and demand. Google pioneered pay per click advertising and has been successful in supporting pay per click advertisers who use it. Therefore, Google AdWords became the No. 1 choice for most pay per click advertisers. More users means more competition for the keywords, which drives up prices. It also means that Google is capable of sending more targeted and qualified traffic, which is why there is more competition for the keywords.
Does that mean you can’t be successful at Microsoft AdCenter? No. It just means that you likely won’t be in front of as many eyes. You’ll still get targeted traffic to your website. You just won’t get as much as you could by using Google AdWords. And you’ll pay less for the traffic that you do get. That’s one good reason why Microsoft AdCenter might be a better solution for your small business if you have a small budget.
Great article.
Microsoft is lurking the PPC market with grand interest and they have the means to compete. I wish to find more comparisons and up to date case studies.
Thanks