Bing is an increasingly used browser from Microsoft. Is it worth running ads on it and what ads does Bing offer?
More info
Bing, or Microsoft Advertising (formerly Bing Ads), offers various formats of paid ads that appear not only on the Bing search engine but also on partner platforms like Yahoo, AOL, and within the Microsoft ecosystem (e.g., Outlook, MSN, Edge, Xbox).
The Bing advertising system is almost identical to the Gads advertising system, so any PPC specialist who can set up and effectively manage advertising campaigns in Gads will easily handle Bing as well.
What types of Bing ads do we know?
1. Search Ads (Text ads in search)
They appear in Bing search results.
Targeted based on keywords.
Similar to Google Search Ads.
Suitable for direct responses to queries (e.g., "buy HP laptop").
2. Shopping Ads
Display the product with an image, name, price, and shop name.
Suitable for e-shops that want to increase sales of physical products.
Requires integration with Microsoft Merchant Center (similar to Google Merchant Center).
3. Microsoft Audience Ads (native ads)
Displayed in the Microsoft Audience Network:
Outlook.com
MSN
Microsoft Edge
Windows Apps
Ads are visual and native, targeted by interests, demographics, and remarketing.
4. Dynamic Search Ads (DSA)
Automatically create ads based on your website content.
Suitable for websites with a large number of products/services that change quickly.
5. Remarketing Ads
Target people who have already visited your site.
Work through cookies and behavior tracking.
6. LinkedIn Profile Targeting
A unique advantage of Microsoft Advertising.
You can target by:
Job
Industry
Company (e.g., "show ad only to IBM employees")
Great for B2B campaigns.
7. App Install Ads
Ads that promote the installation of a mobile app.
Displayed in search and in the native network.
What Bing offers:
Web search (texts, images, videos, news, products).
Maps (via Bing Maps).
Translation of texts (Bing Translator).
Advertising platform – Microsoft Advertising (alternative to Google Ads).
AI features – integration with ChatGPT via Bing Chat and AI-powered search
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