I've only mentioned a few differences between the two channels, but I'm sure

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You cannot target only search partners in Google. google-microsoft-ads - Differences between Across both channels, we can also increase bids for these audiences by up to 900%, or decrease bids for these audiences by up to 90% google-microsoft-ads - the difference between bid adjustments for both channels The main difference between these audiences is the actual options we have to add to our campaigns within each channel.

For example, Microsoft has a "Social" category with subcategory B2B Email List options  like "Romance & Relationships" or "Takeout & Delivery." Google doesn't have these options. Each channel has additional categories or subcategories that several other channels don't have. Take some time to see if you’re missing out on opportunities to add additional in-market audiences to your campaigns by assuming they’re the same across channels. At the time of writing this article, I was unable to find a list of all interested audiences in Google. But here is a list of all Microsoft Marketplace audiences, updated as new audiences are added.

Remember, Google Ads and Microsoft Advertising are different channels. Being able to easily export your Google Ads account information to Microsoft Advertising can save you a lot of time. But that doesn't mean Microsoft Advertising is a copy-and-paste channel. You may not get as much traffic on Microsoft as you do on Google, or you may not spend as much on Microsoft as on Google, but you need to optimize for each platform to reap the benefits of a cross-platform strategy. Here are three key distinctions to review: Ad Scheduling Search Partner Targeting Options In-market Audiences for Search Campaigns The better we understand how to use channels, the better our optimization will be.