Bing Advertising

In the world of online advertising, Google Ads often takes the spotlight. However, Bing Advertising—now known as Microsoft Advertising—is a powerful and often overlooked platform that offers businesses unique opportunities to reach new audiences. Backed by Microsoft, Bing Ads enables businesses to display pay-per-click (PPC) ads across the Bing search engine, Yahoo, AOL, and Microsoft’s network of partner sites.

 

Despite having a smaller market share compared to Google, Bing Ads presents several strategic advantages including lower competition, affordable cost-per-click (CPC), and access to a high-quality audience.

What is Bing Advertising?

 

Bing Advertising is a pay-per-click advertising platform that allows businesses to display search ads to users on Bing, Yahoo, and MSN. Managed through the Microsoft Advertising dashboard, it works similarly to Google Ads, allowing advertisers to bid on keywords, set budgets, create ad groups, and track performance.

 

The platform supports different ad types such as:

 

• Search Ads – Text ads shown in Bing’s search engine results
• Shopping Ads – Product-based ads pulled from a product catalog
• Audience Ads – Native display ads shown across Microsoft’s partner sites
• Dynamic Search Ads – Ads automatically created based on website content

 

Why Use Bing Advertising?

 

Although Google commands the majority of search traffic, Bing still holds a significant share—nearly 7-9% globally and around 30% in the U.S. desktop market, thanks to partnerships with Yahoo and AOL, and default placement on Microsoft Edge and Windows devices.

 

Key advantages of Bing Ads include:

 

1. Lower Competition

Fewer advertisers’ means you face less competition for high-value keywords, resulting in lower CPCs.

 

2. High-Quality Traffic

Bing users tend to be older, more educated, and have higher income levels—ideal for targeting affluent demographics.

 

3. Better Device Targeting

Bing allows device-specific bidding, letting advertisers adjust strategies for desktop, tablet, and mobile users separately.

 

4. LinkedIn Profile Targeting

Exclusive to Microsoft Ads, this feature lets you target users based on company, industry, or job function using LinkedIn data.

 

5. Cost-Effective for Smaller Budgets

Bing Ads typically offer a lower cost-per-click and higher return on ad spend (ROAS) compared to Google Ads.

 

Setting Up a Bing Ads Campaign

 

Creating a Bing Ads campaign is straightforward and user-friendly. Here are the steps involved:

 

1. Create a Microsoft Advertising Account

Sign up at [ads.microsoft.com](https://ads.microsoft.com) and set your billing preferences.

 

2. Import Campaigns from Google Ads (Optional)

Microsoft Ads allows you to import existing Google Ads campaigns, saving time and ensuring consistent messaging across platforms.

 

3. Choose Campaign Objective

Select from goals such as visits to your website, conversions, phone calls, or product sales.

 

4. Set Target Locations and Languages

Choose where your ads will appear geographically and what language they’ll be displayed in.

5. Create Ad Groups and Keywords

Group similar ads together and assign relevant keywords. Bing provides keyword suggestions and volume estimates.

 

6. Design Your Ads

Write headlines, descriptions, and display URLs. Use ad extensions like site links, call buttons, and structured snippets.

 

7. Set Budget and Bids

Choose your daily budget and bidding strategy (manual or automated). Bing offers enhanced CPC and maximize clicks options.

 

8. Launch and Monitor Performance

Once your campaign goes live, use Microsoft Advertising’s analytics tools to track impressions, clicks, conversions, and ROI.

 

Types of Bing Ads

 

1. Text Ads

This is the standard search ads that appear on Bing SERPs. It is best for driving website traffic or leads.

 

2. Responsive Search Ads

These Ads are that automatically test different combinations of headlines and descriptions to optimize performance.

 

3. Shopping Ads

It is ideal for eCommerce businesses. Bing Shopping pulls product data from a Merchant Center feed to show product images, prices, and reviews.

 

4. Audience Ads

This is the native ads that appear on MSN, Microsoft Outlook, and Microsoft Edge. It is great for retargeting and brand awareness.

 

5. Dynamic Search Ads

It automatically generated ads based on your website content, targeting relevant search queries without requiring keyword setup.

 

Tips for Successful Bing Advertising

 

1. Use Google Campaign Import

Quickly replicate your existing Google campaigns and optimize specifically for Bing’s audience.

 

2. Focus on Demographic Targeting

Tailor your ad messaging for Bing’s typically older, professional audience.

 

3. Leverage LinkedIn Integration

It is for the target decision-makers in specific industries or job roles.

 

4. Optimize for Desktop

Since Bing traffic is heavily desktop-based, ensure your landing pages are desktop-friendly.

 

5. Use Ad Extensions

Include site links, callouts, and location extensions to increase visibility and CTR.

 

6. Monitor and Refine

Use A/B testing for ad copy, monitors keyword performance, and adjust bids regularly for best results.

 

Latest News about Bing Advertising

 

Bing Tests New Ad UI Features

 

Microsoft is testing updates to how ads are shown in Bing search results. New features include grouping multiple ads under a single “Sponsored results” label with Hide/Show buttons to improve clarity and user control. These changes resemble similar ad presentation styles seen in Google Ads.

 

Subtle Design Changes for Bing Ads

 

Microsoft has been experimenting with the visual look of Bing Ads, such as replacing the traditional downward arrow next to ad URLs with vertical three‑dot menus. This change aims to make ads blend more naturally with organic search results while maintaining transparency.

 

New Tools for Product Advertisers

 

Microsoft Ads has introduced Supplemental Feeds, a feature that helps merchants update product information (like price or availability) without loading the entire product catalog — saving time and reducing errors in Shopping campaigns.

 

Bing Promotes Microsoft Edge through Ads

 

Bing has also been used to promote Microsoft Edge over competitors like Google Chrome by highlighting features such as built‑in AI, rewards, and a VPN — showing how Bing’s ad platform can support broader product marketing strategies.

 

Who Should Use Bing Advertising?

 

• Small to Medium Businesses (SMBs) looking for affordable PPC options
• eCommerce stores wanting to promote products via Shopping Ads
• B2B marketers targeting professionals via LinkedIn integration

 

Conclusion

 

Bing Advertising is a powerful yet underutilized digital marketing channel. With its lower CPCs, unique targeting options, and high-quality audience, it’s an excellent platform for businesses looking to expand their reach and improve ad efficiency. Whether used as a standalone strategy or alongside Google Ads, Microsoft Advertising offers smart marketers a valuable edge in the increasingly competitive world of online advertising.