To address the challenge of accessing specialized services in various fields, Microsoft Advertising has launched a new advertising function. This time, Microsoft has added a new category to advertising called “Professional Service Ads.” This article will explore the additional features of this new advertising function and how it benefits businesses that provide service provider services. Let’s take a look together.
What are Professional Service Ads?
First of all, it should be noted that this new function of Microsoft is not yet available in Thailand, as it is only offered in the United States and Canada. The Professional Service Ads function provides a new type of advertising service suitable for people who work as service providers, who are experts in different fields. It focuses on providing advice on matters such as insurance, real estate, and law. Of course, it is not only for individual advertising; companies or businesses that provide similar services can also promote their companies through Professional Service Ads.
Microsoft claims that creating this new advertising for service providers can increase conversion rates by as much as 60% compared to plain text advertising. The principle of operation of this new advertising is that the system creates advertising data by collecting information from the Feed File that advertisers fill in, such as Plan Type, Organization Category, and Federal Registration Status. The system then uses all the collected information to advertise to those seeking advice from service providers in real-time. The display of this new advertising will appear on the right side of the Search Result Page (SERP) of Bing Search.
It can be seen that elevating advertising to cover all consumer needs is one of the solutions that Microsoft is working hard on to keep pace with competitors in the advertising field. While Microsoft has Professional Service Ads, its competitor Google has Google’s Local Service Ads (LSAs). The clear difference is the complexity of the screening process and credibility. Google states that anyone who wants to advertise in Google’s Local Service Ads must go through a credibility verification process through the Google system first, which is “Google Guaranteed” or “Google Screened.” Meanwhile, Microsoft’s Professional Service Ads currently do not have a credibility verification step. This reduces the complexity for digital marketers to make advertising easier. Of course, digital marketers will have to continue to watch out for what new features Microsoft Advertising will offer in the future. But if you want to reduce the complexity of promoting your brand online, consult us at Relevant Audience.
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