While Google Ads is the dominant player in the online advertising space, there are several reasons why you might consider using Bing Ads (Microsoft Advertising) as part of your advertising strategy:

1. Additional Reach: Bing is the second-largest search engine, and its network includes Bing search, Yahoo, and AOL. By advertising on Bing Ads, you can reach a substantial audience that may not be present on other platforms, potentially tapping into a different customer base and expanding your reach.

2. Cost-Effectiveness: Bing Ads often has lower competition compared to Google Ads, resulting in potentially lower cost-per-click (CPC) rates. This means you may be able to achieve a more cost-effective advertising campaign on Bing Ads, particularly for certain industries or niche markets.

3. Targeted Advertising Options: Bing Ads offers robust targeting options similar to Google Ads. You can refine your targeting based on demographics, location, device type, and other factors. Additionally, Bing Ads allows you to target specific audience segments, such as users who have recently made a purchase or are in-market for specific products or services.

4. Audience Characteristics: Bing's user demographic tends to skew towards an older and more affluent audience compared to Google. If your products or services cater to this demographic, advertising on Bing Ads can be advantageous, as you'll be reaching a potentially more receptive audience.

5. Integration with Microsoft Ecosystem: Bing Ads integrates with other Microsoft platforms and services, such as Microsoft Advertising Intelligence and Microsoft Audience Network. This integration allows you to leverage additional tools and extend your advertising reach beyond the search engine, potentially accessing a broader audience through different channels.

6. Less Competitive Auctions: Due to lower competition on Bing Ads, the auction process for keywords and ad placements may be less intense. This can result in potentially lower bid costs and a higher likelihood of your ads being displayed prominently to your target audience.

7. Synergy with Google Ads: Bing Ads can complement your existing Google Ads campaigns. By expanding your advertising presence to Bing, you can diversify your reach and capture additional traffic that may not be accessible through Google Ads alone.

8. Support and Resources: Bing Ads provides resources, support, and educational materials to help you set up and optimize your advertising campaigns. Their customer service team is known for being responsive and helpful in assisting advertisers.

While Bing Ads may have a smaller market share compared to Google Ads, it offers unique advantages and can be an effective addition to your overall online advertising strategy. Assess your target audience, industry, and advertising goals to determine if Bing Ads aligns with your specific needs and can help you achieve your desired results.