Hey Shopify store owners, let’s talk about something you might be overlooking in your digital advertising strategy: Microsoft Advertising. Everyone’s familiar with Google Ads—it’s like the big show in online advertising. But here’s the thing: if you’re not diversifying your ad platforms, you’re leaving money on the table.
Microsoft Advertising, which you might remember as Bing Ads, is an underrated yet powerful way to drive more traffic and sales for your Shopify store. It’s especially great for reaching professional and B2B audiences, thanks to some unique targeting features you won’t find elsewhere. Let me walk you through what it is, why it matters, and how to get it up and running.
And if you’re feeling overwhelmed? Don’t stress—that’s what eCommerce-Today Agency is here for. We specialize in setting up and managing advertising campaigns for Shopify stores like yours.
What Is Microsoft Advertising?
In simple terms, Microsoft Advertising (https://ads.microsoft.com/) is an ad platform that puts your products in front of users on Bing, Yahoo, AOL, and even Microsoft properties like Outlook and LinkedIn. It runs on the same pay-per-click (PPC) model as Google Ads, but it’s not just a copycat. Here’s why it’s worth your attention:
- It’s a bargain: Fewer advertisers mean less competition and lower costs per click.
- It reaches professionals: Think LinkedIn users, Bing searches in corporate offices, and more.
- It’s growing: Microsoft Edge and Bing are slowly gaining market share, meaning fresh eyeballs for your ads.
Why Shopify Store Owners Should Care
If you’re running ads exclusively on Google or Facebook, you’re limiting your potential reach. Microsoft Advertising brings something different to the table. Here’s what makes it great for Shopify businesses:
- Cost-Effective Advertising: You can stretch your budget further with Microsoft’s lower CPC rates.
- Unique Audience Access: Many workplaces default to Bing and Edge, giving you access to professional and B2B audiences.
- LinkedIn Integration: With LinkedIn data, you can target based on job title, industry, and more—a huge win for niche products.
- Extended Reach: Ads appear not just on Bing but across Yahoo, AOL, and the Microsoft ecosystem, giving you more bang for your buck.
- Diversification: Relying solely on Google or Facebook ads puts you at the mercy of their algorithms. Adding Microsoft Advertising to the mix creates a more balanced strategy.
We found Bing Ads (yes, I still call them that 🙂 ) to be especially useful for some verticals in the US. For example, we destroyed Google Ads results and we tried to figure out why, and then it made sense. Bing is the primary Search Engine on Microsoft Edge which is preinstalled on all Windows-based laptops. Among the customer group that never changes their default browser or search engine are senior and that worked out well for our client. Google was driving the bulk of the sales still, but profit-wise, Bing was outperforming it in every single way.
Step-by-Step: How to Set Up Microsoft Advertising for Your Shopify Store
If you’re ready to dive in, follow these steps to get Microsoft Advertising working for your Shopify store.
Step 1: Create a Microsoft Advertising Account
- Visit the Microsoft Advertising Website
- Go to Microsoft Advertising.
- Click “Sign Up Now.”
- Set Up Your Account
- Enter your email and create a password.
- Add your business details, like your store name and address.
- Set up billing by adding a credit card or other payment method.
- Configure Initial Campaign Settings
- Choose a goal: website visits, conversions, or something else.
- Set your budget and bidding strategy.
- Define your target audience by location, demographics, and interests.
Step 2: Install the Microsoft Advertising App on Shopify
- Access the Shopify App Store
- Log in to Shopify and go to the Apps section.
- Click “Visit Shopify App Store.”
- Search for Microsoft Advertising
- Find the official app developed by Microsoft Corporation: https://apps.shopify.com/bing-shopping
- Install the App
- Click “Add App” and grant permissions for the app to access your store data.
Step 3: Connect Your Shopify Store to Microsoft Advertising
- Log in to the App
- Open the Microsoft Advertising app from your Shopify admin panel.
- Sign in with your Microsoft Advertising credentials.
- Sync Your Store Data
- Authorize the connection to allow Microsoft Advertising to pull product data from your Shopify store.
- Double-check that all product listings and categories are correctly synced.
Step 4: Configure Your Advertising Campaigns
- Create a New Campaign
- Log in to your Microsoft Advertising dashboard.
- Navigate to the “Campaigns” tab and click “Create Campaign.”
- Set Campaign Goals and Parameters
- Campaign Name: Pick a name that makes sense (e.g., “Winter Collection Ads”).
- Locations: Choose where you want your ads to show—by country, state, or even city.
- Language: Pick the languages your audience speaks.
- Budget: Set a daily or monthly ad spend.
- Bidding Strategy: Start with CPC or CPA, depending on your goals.
- Define Ad Groups and Keywords
- Organize ads into groups based on themes or products.
- Use Shopify’s product data and Microsoft’s Keyword Planner to find the best keywords.
- Set Up Product Ads
- Make sure your product titles, descriptions, and images are optimized for advertising.
- Enable dynamic search ads to let Microsoft generate ad content automatically.
- Leverage Audience Targeting
- Use LinkedIn data to target by profession, company size, or industry.
- Adjust demographic settings to reach the right customers.
Step 5: Optimize and Monitor Campaigns
- Use Analytics Tools
- Dive into Microsoft’s reporting features to track performance metrics like CTR and ROAS.
- Set Up Conversion Tracking
- Implement Microsoft’s Universal Event Tracking (UET) tag to measure results.
- A/B Test Your Ads
- Experiment with different ad creatives and headlines to see what resonates most.
- Automate Where Possible
- Use Microsoft’s automation tools to adjust bids and schedules based on performance.
Need Help? That’s Where We Come In
If all this sounds like a lot of work, that’s because it is—but you don’t have to tackle it alone. At eCommerce-Today Agency, we specialize in helping Shopify store owners like you set up and manage Microsoft Advertising campaigns.
Here’s what we can do for you:
- Seamless Integration: We’ll connect your Shopify store to Microsoft Advertising and sync everything for you.
- Expert Campaign Setup: From keyword research to targeting, we’ll make sure your ads are set up for success.
- Ongoing Optimization: We don’t just set it and forget it. We’ll monitor your campaigns, tweak them for performance, and help you get the best ROI.
And here’s the best part: we’re offering FREE setup for Microsoft Advertising and Shopify integration for a limited time.
Final Thoughts
Microsoft Advertising is an untapped goldmine for Shopify store owners looking to diversify and grow their sales. Whether you’re targeting professionals, looking to lower your CPC, or just want to expand your reach, it’s a platform worth exploring.
If you’re ready to give it a shot, we’d love to help you get started. Reach out to us at eCommerce-Today Agency, and let’s take your Shopify advertising to the next level.
👉 Contact us today to get started for free!