Bing Ads, now officially called Microsoft Advertising, is the platform for running paid search campaigns on the Bing search engine and its partner networks, including Yahoo and AOL. While Bing’s market share is smaller than Google’s, it still reaches millions of users worldwide, many of whom are in valuable demographics such as older professionals and desktop users.
The interface is similar to Google Ads, with campaigns, ad groups, keywords, and extensions. One advantage of Microsoft Advertising is lower competition, which often leads to lower cost per click compared to Google. It also offers import tools, allowing advertisers to copy campaigns from Google Ads directly into Bing with minimal adjustments.
Another benefit is audience targeting. Because Microsoft owns LinkedIn, advertisers can layer professional data such as job title, company, or industry into search campaigns, something unique to this platform. While Bing Ads may not deliver the same scale as Google, it often provides a cost-effective addition to an advertising strategy, capturing audiences that competitors may overlook.
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