Microsoft Advertising vs. Google Search Ads 360 (SA360)

What is Microsoft Advertising?

Microsoft Advertising is Microsoft’s performance marketing platform designed to help businesses effectively reach decision-makers in the B2B space. Ads are served across Bing, Yahoo, MSN, and an extensive partner network – ensuring high visibility in professional environments.

Especially in B2B, Microsoft Advertising stands out with lower CPCs, reduced competition, and exclusive placements – including integration with Microsoft products like Outlook and LinkedIn. Features like keyword targeting, custom audiences, and dynamic bidding strategies allow for highly targeted campaign control.

Billing is based on a pay-per-click (CPC) model, with additional options for impressions (CPM) or conversions (CPA). The platform is fully compatible with Google Ads, enabling a seamless import and optimization of existing campaigns.

With detailed reporting, automated suggestions, and real-time performance data, Microsoft Advertising offers full transparency, cost control, and scalability for growing B2B campaigns. The platform itself is free to use – you only pay for active media spend.

What is Google Search Ads 360?

With Google Search Ads 360, the management of search campaigns is combined in one tool. Whether search ads from Google or Bing - these can be managed centrally in SA360. The tool has been developed for companies of all sizes and offers various functions.

Key features include:

Merging all advertising data and statistics: With Google Search Ads 360, performance data from different search network campaigns can be merged. Not only campaigns from Google or Bing, but also smaller search networks such as Yandex can be linked to SA360.

Smart Bidding: Search Ads 360 automates the bidding process using machine learning. Bid charts can also be created to graphically display bid frequencies and trends.

Cross-device conversions: If a user clicks an ad on one device but then completes the conversion on another device, those conversions can still be measured in SA360.

Statistics with real-time data: Machine learning enables real-time data to be used in reports to capture performance changes more quickly.

Support & Support: Google Search Ads 360 offers premium support through certified partners like Digitl. This means that if you have any questions or problems, you will receive quick and competent help.

Additional benefits of Google Search Ads 360:

Dedicated bid automation for mobile search ads
Advanced remarketing features
Automatic optimization of shopping campaigns

Digitl GmbH

Digitl is a Google-certified Sales & Service Partner for Google Search Ads 360 and the entire Google Marketing Platform. With a large team of experienced Analytics Consultants, Data Scientists, AdTech Experts, Data Engineers and Cloud Architects, Digitl advises and supports the implementation and ongoing maintenance of Google Search Ads 360. This includes both education and training as well as the further use of data for Improving marketing efficiency, setting up a data protection-compliant first-party data infrastructure and visualizing information.