Microsoft Ads for eCommerce

This episode came out of a coaching call Anton wrapped up a couple hours before hitting record.

He was going through seven days of ad data with a member of the AK Founder Circle, splitting the screen between Google Ads and Microsoft Ads for the same supplier. Same alpha and beta campaign structure on both platforms. And within a dollar, the same spend across the week.

The results weren't close.

Microsoft pulled 57% more clicks for that identical budget. And Microsoft was the only one of the two producing purchases — the Google campaign for that supplier brought in zero conversions over seven days.

So Anton told him to pause the Google alpha and beta for that brand and move the entire budget over to Microsoft.

The reason is competition, and it's the part of this episode worth writing down. When they pulled up the same product on both platforms, Google Shopping had 14 stores listing it. Bing Shopping had two — and one of them was him. Bing is smaller traffic, no argument. But when you're bidding against one competitor instead of 14, you're not fighting anyone's CPC up, and you can capture nearly all of what's there.

Anton also covers who's actually on the other end of those Bing clicks: PC owners, skewing older, who never changed the default search engine on their Windows machine and don't think of Bing as Bing. They think of it as the internet. They search, they click shopping, they buy.

Setup takes almost no work, which is why the episode is short. Make a Microsoft Ads account. Use the built-in import that pulls your entire Google Ads structure over in one click — 20 alphas and betas come with it, nothing rebuilt from scratch. Then drop every daily budget to 25% of what it is in Google. If you're running $100 a day in Google, run $25 in Microsoft. A few days later you're approved and live.

One caution Anton is direct about: this isn't a warning about Google. Google Ads still drives the vast majority of revenue in his own stores, and nobody should be pausing everything and running for the exit. This is supplier by supplier. Find the brands where Google Shopping is crowded, test Microsoft small, and shift budget only where there's a clear winner.

And the check itself takes 30 seconds. Search a product you sell on Google, click Shopping, count the stores. Open a tab, do the same on Bing. If the gap is big, you already have your answer.

Members: the full Microsoft Ads walkthrough lives in the bonus section of the Drop Ship Lifestyle members area.

Not a member yet? Free training at dropshipwebinar.com.