Typical PPC ads that appear in search results, including a title, ad text, and the URL of the advertised page.

Similar to expanded text ads but direct users to app stores for app downloads, based on the device type.

Target niche search results by matching web pages with similar products or related keywords, including a title, ad text, and URL.

Displayed in the startup bar on Windows computers, including a snapshot of your landing page, a title, ad text, and links to associated web pages. These ads are currently available only in certain countries like the United States, the United Kingdom, France, Germany, and Canada

Before you say “bye” to Bing, you might want to consider this: while Google is the world’s most widely used search engine, people still make over 12 billion searches with Bing monthly. And these users are unique. Approximately 38% of them earn $100,000 or more annually, 33% have a Bachelor’s degree, and the majority are aged 24 or over.

Currently, Bing Ads reaches 44 million desktop users that Google Ads doesn’t. This tells marketers something crucial: when you ignore Bing Ads, you limit your marketing reach.

Bing Ads are part of the Microsoft Search Network, which includes Bing, Yahoo, and AOL.

Microsoft Advertising essentially works like this:

1. Internet users search for a term, e.g., “black leggings.”

2. Microsoft presents the internet user with both organic search results and ads for black leggings sold online.

3. The internet user clicks on an ad and purchases a pair of leggings (at least, that’s the goal).

Microsoft Advertising provides various ad options, including Bing search ads, display ads, and native ads. This variety caters to different advertiser needs and allows targeting of a diverse audience, including a more mature audience compared to Google Ads.

Businesses can cross-promote their products and services using display ads across Microsoft’s network of websites and apps. These ads work on an auction-based system where advertisers bid on specific keywords.

Ads gain maximum exposure across the Microsoft Advertising Network, including search results on Bing, AOL, Yahoo, DuckDuckGo, Ecosia, and other search partners. Audience ads appear on platforms like MSN, Microsoft Start, Microsoft Edge, Outlook, and multiple publisher partners.

Microsoft Advertising is available in most countries and regions, with recent expansions to many European countries.

Bing Ads are prominently placed above organic search results and can also appear on the right side of web pages. This placement is beneficial for creating effective calls-to-action and directing visitors towards specific content or products.

Bing Ads also offers the option for marketers to use its platform to sell ad space directly onto other networks like Facebook and Twitter, providing additional revenue streams

• Sign in at Bing Ads and create a new account.

• Choose your country/region and provide contact information.

• Verify your account and switch to “Expert” mode for full campaign configuration options

• Use Google Tag Manager for managing tracking tags.

• Create a Microsoft Advertising Universal Event Tracking (UET) tag and add it to all website pages.

• Create conversion goals in Bing Ads corresponding to desired actions like lead generation or purchases

• Organize campaigns around the products or services you're selling.

• Research and organize target keywords into ad groups.

• Create responsive search ads with compelling headlines and descriptions.

• Use ad extensions to enhance ads' effectiveness

• Employ automated bidding strategies like Target CPA.

• Set a reasonable daily budget based on your goals and constraints.

• Regularly monitor and adjust cost-per-conversion metrics

• Regularly review performance metrics and refine keyword lists.

• Test different ad copy variations.

• Analyze and improve landing page performance.

• Experiment with different bidding strategies.

• Group tightly themed keywords into specific ad groups.

• Separate brand and non-brand keywords.

• Implement negative keywords to filter out irrelevant traffic

• Craft compelling headlines and concise, persuasive descriptions.

• Include your brand name and highlight your unique value proposition.

• Test different ad variations for optimal performance

• Implement the Bing Ads universal event tracking pixel on your website.

• Set conversion goals for key actions.

• Enable value tracking for ecommerce transactions

• Use AI-powered automated bidding strategies for campaign optimization.

• Test and adjust strategies as needed, keeping control of costs

• Pause underperforming keywords, ads, or targeting options.

• Add negative keywords for irrelevant queries.

• Test new keywords and ad creatives, and continually improve landing pages

• Create and manage effective Bing Ads campaigns.

• Optimize your online advertising efforts.

• Earn better performance and return on investment.

Ads appear across multiple sites owned by Microsoft, including Bing, MSN, Yahoo, and AOL, with control over ad display locations.

Lower search volumes on Bing mean less competition, potentially cheaper clicks, and easier access to prime ad spots.

Bing Ads allows for specific targeting at the ad group level and lets you assign ads to run at specific times in your viewer's time zone. It offers more precise device targeting options compared to many competitors.

Bing is the default search engine on Microsoft devices and in Microsoft 365, leading to automatic use and increased potential traffic.

Bing generally has a lower cost per click rate compared to Google, which can be more cost-effective for certain brands.

Unique to Bing Ads, this feature allows targeting based on LinkedIn profile information, including company, industry, and job function