A different audience.
Bing and its partner network reach people searching from Windows devices, Edge, Outlook and workplace desktops, an audience that skews older, professional and higher income and is often under served by advertisers.
MICROSOFT ADVERTISING
A Microsoft Advertising agency in Melbourne
for the search audience your competitors leave uncontested.
We plan, build and manage Microsoft Advertising campaigns across Bing and its partner search network and the Microsoft Audience Network, usually alongside a Google Ads program, with conversion measurement set up so every dollar is judged on the enquiries and sales it produces. Emote Digital is a Microsoft Partner.
Scroll↓
In brief
We provide Microsoft Advertising management from Melbourne. We plan, build and manage search campaigns on Bing and its partner network and audience campaigns on the Microsoft Audience Network, usually alongside Google Ads, with conversion measurement set up so budget is judged on the enquiries and sales it produces. Emote Digital is a Microsoft Partner.
The channel
Search demand beyond Google, often at a lower cost.
Microsoft Advertising reaches people searching on Bing and its partners, including the default search in Windows and Edge, where competition is thinner.
Lower competition.
Fewer advertisers compete for the same queries, so cost per click is frequently lower than on Google for comparable terms, which matters when margins are tight or lead values are modest.
Built to run with Google.
Campaigns can be imported from Google Ads and kept in step, so the account extends a proven search program to a second network without doubling the management effort or the structure.
What we do
Microsoft Advertising planning, management and measurement.
A connected set of decisions, shaped around the enquiries and sales your business needs the account to produce.
Account strategy and structure.
Decide which campaigns, services, products and regions justify a presence on Microsoft Advertising, and structure the account so performance can be read and controlled at the level that matters.
Import and alignment with Google Ads.
Import proven campaigns, keep bids, budgets and negatives appropriate to the smaller network, and schedule ongoing synchronisation so the two accounts do not drift apart.
Search and Shopping campaigns.
Build keyword, match type, ad copy and asset strategies for search, and feed based campaigns through Microsoft Merchant Center for retailers with a product catalogue.
Audience Network and LinkedIn profile targeting.
Use Microsoft Audience Network placements and LinkedIn profile targeting by company, industry and job function where the business sells to professionals and the measurement supports it.
Conversion tracking and attribution.
Set up Universal Event Tracking, conversion goals, enhanced conversions and offline conversion import so the account optimises towards qualified enquiries and sales rather than clicks.
Reporting and continuous improvement.
Report performance against business outcomes in plain language alongside Google Ads, test bids, audiences and ads, and move budget between networks to where the next result is cheapest.
Buyer context
Why businesses add Microsoft Advertising.
Microsoft Advertising has to earn its place against the other channels competing for the same budget.
Incremental search volume at lower costProfessional and higher income audiencesImport from Google Ads keeps effort lowLinkedIn targeting for business buyersShopping campaigns for retail cataloguesBudget that scales with proven results
Volumes are smaller than on Google, so Microsoft Advertising usually works best as an extension of a search program that already converts. We help determine whether the audience is there for your category and what the account should be judged on. Emote Digital is a Microsoft Partner.
Extend what works. Do not duplicate what does not.
The value of Microsoft Advertising is in taking a search program that is already producing enquiries and sales and placing it in front of a second audience at a lower cost. Campaigns that are not working on Google will not be rescued by a second network, so the import is deliberate and the budget follows evidence.
Takeover and improvement
Already running Microsoft Advertising?
We can audit the current account: structure, conversion tracking, search terms, bidding, how closely it mirrors the Google Ads account and whether the budget split between networks reflects where results are cheapest. We can help identify what is working, what is wasting budget and which changes deserve priority.
Account and conversion tracking auditWasted spend and search term reviewGoogle Ads synchronisation checkBidding strategy and budget splitAudience Network placement reviewTaking over from an agency or in house
Talk to us
Considering Bing search? Talk it through with us.
Thirty minutes on the account, the tracking and what the channel should be measured on.
Our approach
Six steps from understanding to improvement.
Formal Discovery may be appropriate where several markets, complex attribution or a large existing search program need separate definition first.
Understand
Establish the business objectives, audiences, priority services or products, markets and margins, and what the Google Ads program already tells us about demand and conversion. We also map the systems that hold the enquiry and sales data the account will be judged against.
Audit
Review any existing Microsoft Advertising account alongside the Google Ads account: conversion tracking, search terms, bidding, assets and how the two are kept in step. The audit separates what is working from what is spending without return.
Plan
Agree which campaigns to import or build, the budgets, conversion definitions, measurement set up and testing priorities, with owners and indicators written down. Expected impact and effort decide the order of work.
Implement
Import or build campaigns, adjust bids, budgets and negatives for the network, configure Universal Event Tracking and conversion goals, and connect CRM data where available. Changes are released in agreed cycles so their effect can be read.
Measure
Report enquiries, sales and cost per result against the agreed definitions, side by side with Google Ads, with changes explained in plain language. The comparison shows where the next result is cheapest.
Improve
Apply what each cycle teaches to bids, audiences, ads and the budget split between networks, so spend keeps moving to the campaigns and queries working hardest. Platform recommendations are tested, not simply accepted.
Questions
Microsoft Advertising questions, answered.
For many categories, yes. Volumes are smaller than on Google, but competition is thinner and costs are often lower, so the channel can add enquiries and sales at an attractive cost once the search program is proven.
Bing is the default search in Windows, Edge and many workplace environments, so the audience skews towards desktop, professional and older users. Whether it suits you depends on who buys what you sell.
Yes. Campaigns can be imported and kept in step, with bids, budgets and negatives adjusted for the network. We review the import rather than copying everything, because not every campaign deserves a second home.
Universal Event Tracking and conversion goals are configured to match the Google Ads definitions, with enhanced conversions and offline conversion import from your CRM where available, so both accounts optimise towards the same outcomes.
Microsoft Advertising offers LinkedIn profile targeting by company, industry and job function on search and audience campaigns, which can sharpen business to business campaigns where the volumes support it.
Against the same definitions as every other channel: what was spent, what it produced in enquiries and sales, cost per result compared with Google Ads and what to do next, in plain language.
Start a conversation
Talk to a Microsoft Advertising agency in Melbourne.
Extending a proven search program, asking whether Bing is worth testing or taking over an account that has drifted? Emote Digital is a Microsoft Partner.
Book a meeting
