Overview of the Microsoft (Bing) Ads Advertising System

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Bing Ads is a Microsoft advertising network that first appeared in 2009. Despite the popularity of giant search engines like Google, Bing still gets up to 30% of the North American and partially European market. In the US, it is ranked second after Google.

As of 2023, more than 55 million Americans use Bing, so this advertising tool is worth considering if you plan to enter the American market.

In this article, I will discuss the following topics:

Pros and cons of Microsoft (Bing) Ads
The principle of ad system functioning
Microsoft (Bing) Ads campaign types
Creating a personal account
Microsoft Advertising Network
Pros and cons of Microsoft (Bing) Ads
Despite the fact that the Bing affiliate network, tunisia number dataset with Yahoo, accounts for only 5% of the online advertising market, it offers many advantages:

1. A large amount of traffic. Bing has more than 50 million regular users, 85% of whom live in the United States. At the same time, all of them are paying customers because they are adult Americans (more than 70% are 35+). Not only that, 38% have a family income of at least $100,000 per year.

2. The average price of a lead on Bing is two times lower than that of Google, which indicates low competition. The cost per click can be as low as 40% of the same ad on Google.

3. Bing’s interface is not identical to Google’s, but it does have very similar accounts and search results.

4. Campaign import from Google Ads. After registration, the system will offer to transfer campaigns from Google Ads. To do this, click the “Import from Google” button, select your Google account, and then import the necessary campaigns.

Для цього необхідно натиснути на потрібну кнопку та обрати свій акаунт у Google, після чого імпортувати необхідні кампанії.

5. Ability to display an ad in Bing search at the bottom and top of the page.



Bing Ads also has its drawbacks:

A limited number of countries to target. While Bing is not limited to US residents, the full list barely exceeds 30 countries. At the same time, some of them have less traffic compared to Google Ads.
Language restrictions. Bing supports only 12 languages.
A small number of analysis tools. Bing uses fewer performance metrics compared to Google Ads, and according to marketers, they are not as functional.
There are limited types of placement. Google supports display, search, video, map, and app ads, while Bing supports only display and search ads.
Check out our glossary for key online advertising definitions to enhance your marketing knowledge!