Use Microsoft’s Tours and Activities Ads for a Competitive Advantage

Microsoft has followed in the footsteps of Google and is now offering its version of Things To Do Ads called Tours and Activities Ads. This new ad format is becoming a powerful tool to get ahead of the competition. In this article, we’ll explore how you can take advantage of this new ad platform, why it’s a powerful tool for your travel business, and how it compares to Google’s offerings.

Here’s How You Can Take Advantage of This New Ad Platform

Step 1: Prepare Your Product Data

Go to your booking engine and download a CSV file containing your products. This file should include details such as links to tour images, prices, titles, and descriptions. This data will be used to create your dynamic ads.

Step 2: Set Up a Microsoft Ads Account

Sign up for a Microsoft Ads account at ads.microsoft.com. Once you log in, navigate to Tools → Business Data → Dynamic Data Feeds. Here, you can download the template spreadsheet for Tours and Activities Ads and fill it in with the data exported from your booking engine.

Step 3: Build Your Campaign

Follow the instructions provided in the guide to build your campaign. Once your campaign is approved, your Tours and Activities Ads will begin to deliver. These ads will appear in search results on Bing when users search for activities and locations, such as “ziplines Las Vegas.” They look similar to Google’s Things To Do Ads, featuring an image, tour title, price, business name, and sometimes additional details like ratings and tour duration.

Why This Is a Powerful Tool

Under-Representation on Bing

Most tour operators are under-represented on Bing. If you already have a Microsoft Ads account, you’re ahead of the curve. This means there’s less competition and more opportunity for your ads to stand out.

Direct Bookings Over OTAs

Online Travel Agencies (OTAs) often dominate tour and activity ad results. By using Microsoft’s Tours and Activities Ads, you can promote direct bookings, which are more profitable and allow you to build a direct relationship with your customers.

Quick and Easy Setup

This is a self-serve opportunity that you can set up quickly. With less red tape, you can get your ads up and running faster, reaching more potential customers and driving more revenue for your tours.

Advantages of Microsoft’s Tours and Activities Ads

Enhanced Ad Features

Microsoft’s Tours and Activities Ads come with enhanced features that can make your ads more engaging. These include dynamic images, real-time pricing updates, and customer reviews. Utilizing these features can help your ads stand out and attract more clicks.

Advanced Targeting Options

Microsoft Ads offers advanced targeting options that allow you to reach your ideal audience. You can target users based on demographics, location, and even their search behavior. This ensures that your ads are seen by the most relevant users, increasing the likelihood of conversions.

Performance Tracking and Optimization

Microsoft Ads provides robust analytics tools that allow you to track the performance of your campaigns. You can monitor key metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). This data-driven approach enables you to optimize your campaigns for better performance continuously.

Comparing Microsoft’s Tours and Activities Ads to Google’s Things To Do Ads

Pros of Microsoft’s Platform

• Less Competition: Bing has fewer advertisers than Google, which means less competition for ad placements and potentially lower costs per click.

• Unique Audience: Bing users tend to be older and more affluent, which can be advantageous for certain travel businesses targeting this demographic.

• Integration with Microsoft Ecosystem: If your business uses other Microsoft products, integrating your ads with their ecosystem can provide a seamless experience.

Cons of Microsoft’s Platform

• Smaller Audience: Bing’s market share is smaller than Google’s, which means fewer overall impressions and clicks.

• Limited Features: While Microsoft’s platform is robust, it may not have all the advanced features and tools available on Google Ads.

Pros of Google’s Platform

• Larger Audience: Google has a significantly larger user base, providing more opportunities for impressions and clicks.

• Advanced Features: Google Ads offers a wide range of advanced features and tools, including more sophisticated targeting options and ad formats.

• Higher Competition: While this can be a disadvantage, it also means that Google Ads is a proven platform with a high level of advertiser trust.

Cons of Google’s Platform

• Higher Costs: Due to the higher competition, costs per click can be significantly higher on Google Ads.

• Complexity: The advanced features and tools can make Google Ads more complex to manage, requiring a higher level of expertise.

Who Should Use Microsoft’s Tours and Activities Ads?

Niche Travel Businesses

If your business targets a specific niche or demographic that aligns with Bing’s user base, Microsoft’s platform can be highly effective. For example, if your tours cater to older, more affluent travelers, Bing’s audience may be more receptive to your ads.

Businesses Looking to Diversify

If you’re already running successful campaigns on Google, adding Microsoft’s Tours and Activities Ads can help you reach a broader audience and diversify your marketing efforts. This can provide a valuable hedge against changes in Google’s platform or market dynamics.

New Market Entrants

For new businesses or those with limited marketing budgets, Microsoft’s platform can offer a cost-effective way to start advertising. The lower competition and costs can provide a more accessible entry point into paid search advertising.

When to Use Microsoft’s Tours and Activities Ads

During Peak Seasons

If your business experiences seasonal peaks, Microsoft’s Tours and Activities Ads can help you capture more of the increased demand. By running ads during these periods, you can maximize your visibility and drive more bookings.

For Special Promotions

If you’re running special promotions or launching new tours, Microsoft’s platform can help you get the word out. The enhanced ad features and targeting options can make your promotions more effective and engaging.

To Complement Existing Campaigns

Using Microsoft’s Tours and Activities Ads alongside your existing Google Ads campaigns can provide a more comprehensive marketing strategy. This multi-platform approach can help you reach a wider audience and achieve better overall results.

The Opportunity for You

Microsoft’s Tours and Activities Ads offer a unique opportunity for travel and experience providers to reach potential customers during the crucial planning phase of their journey. By leveraging this platform, you can increase your brand’s visibility, drive more traffic to your website, and ultimately boost bookings. If you’re ready to explore the potential of Microsoft’s Tours and Activities Ads for your business, Digital Mudra is here to help. Our team of experts can guide you through the setup process, optimize your data feed, and manage your campaigns to ensure you get the best possible results.