Microsoft has three search engines Bing, Yahoo, and AOL. So, when you place an ad on one platform, your ad appears on all three. It opens campaigns for searchers on all Bing, Yahoo, and AOL-owned and operated sites, as well as various partner sites. Just take a look at the numbers:

• Bing now has a 34% share of the global desktop search engine market
• 3 billion monthly quests on the Bing network
• 135 million unique quests use the Bing Network

Most importantly, Bing ads reach 62 million searchers who can’t reach Google AdWords. So, if you are not using Bing ads, you will lose this great opportunity. In addition to increasing visibility, Bing allows advertisers to reach their target and more educated audiences. As the pie chart shows, about 40% of the Bing network is between the ages of 35 and 54, and about three-quarters of Bing users are over the age of 35.

In addition, about one-third of Bing Network’s household revenue is over $ 100,000, and about half of the network’s household revenue is about $ 75,000. To reach your maximum audience – a specific population of users. And it produces better results than just AdWords.

What are Bing ads or Microsoft Advertising?

Microsoft Advertising is an Internet marketing service that allows brands to advertise their products, services, websites, and stores in search results on the Bing platform. It’s a form of search marketing specifically pay-per-click (PPC) marketing or advertising that serves people with sponsored listings along with organic search results.

Microsoft Advertising works like this:

• Internet users search for a term, such as “black leggings”
• Microsoft offers Internet users both organic search results and black leggings ads sold online
• The Internet user clicks on the ad and buys a pair of leggings (at least, that’s the purpose)

Microsoft explains the process that customers seeing your ad, customers contact you, and customers search.”

The PPC ads on Bing are:

• According to the budget: Bing Ads will allow you to set a daily maximum price to control your spending.
• Profitable: Bing Ads will only charge you for the ads that users click on (you only pay for leads).
• Flexible: You can spend anything from a few dollars to thousands of dollars a day on advertising.

Bing Ad Types

While all PPC ads may look alike to the untrained eye, Bing ads offer a wide variety of ads for different campaigns, companies, and Internet users.

These ads contain:

Stretched text ads

Stretched text ads are the most common PPC ads you find in search results. These ads include three key components:

• A title
• Ad text
• URL The URL of the page you are advertising

Stretched text ads fit naturally into search results.

App install ads

App-installed ads look very similar to expanded text ads, but they send users to Google Play or Apple App Store instead of linking to a website. These ads include:

• Ad title
• Ad text
• A button to download the app (Bing ads will detect the type of phone the Internet user is searching for and provide the appropriate link)

App install ads are only available on iPhones and Android devices. They are only suitable for those brands that market the app.

Dynamic search Bing ads

Dynamic search ads are expanded text ads that target specific search results by combining your web pages with search results for similar products or related keywords. Sometimes, Bing Ads also generates a custom ad for best interaction with search intent.

Dynamic search ads include:

• A title
• Ad text
• URL Your URL

Dynamic search ads are best suited for brands that have a wide range of products or brands that don’t want to do keyword research manually and choose their keywords and negative keywords.

Smart search Bing ads

When someone uses the bar to start a Bing search, Bing displays smart search ads in the startup bar on Windows computers. These ads include:

• A snapshot of your landing page (whenever possible)
• A title
• Ad text
• Links to linked web pages (such as your contact page)

Smart search ads are suitable for brands looking for marketable products, web pages, or stores. However, they are currently only available in the United States, United Kingdom, France, Germany, and Canada.

Multimedia Ads

Multimedia ads use images and other visuals (such as infographics) to force users to click on them. Multimedia ads include:

• A picture
• A title
• Ad copy

Links to sponsored web pages

• Call to action (CTA) button with text like “Watch Now” or “Shop Now”

Multimedia ads are best suited for big-budget brands, as Microsoft suggests that brands customize their ads with 4 descriptions, 15 captions, and 16 images. Bing Ads combines these elements to create targeted ads for specific search results.

Product Advertising

Product ads are lists of sponsored products that Bing ads show to users searching for related products. For example, Bing ads will show someone looking for “indoor shoes” product ads for slippers and sandals. Product advertisements include:

• A title
• Product price (and no current sales discount)
• Merchant
• Product image

Product ads are great for e-commerce brands.

Responsive search ads

Bing Advertising uses the suggestions you provide to create responsive search ads for you. To set up responsive search ads, you create 4 pieces of ad copy and 15 headlines. Bing will then combine and match them to create targeted ads.

Responsive search ads include:

• A title
• Ad text
• URL The URL of your web page

These ads are great for new users who want to use Microsoft Advertising Automated Ad Optimization.

Microsoft Audience Ads

Microsoft Audience Ads are localized ads that are Bing Spot on articles published by websites in the Microsoft Audience Network. Audience ads match the content of the page and include:

• A title
• A picture
• Ad text
• Link to your page

Bing ads target audiences based on user intent gestures using artificial intelligence (AI) and machine learning (ML). It analyzes user search history, current browsing session data, and demographic information to understand these signals.

Reach

Because Bing is owned by Microsoft, when you advertise using Bing ads, you also place ads on Yahoo, AOL, MSN, and various partner sites. One of the great benefits of using Bing’s advertising options is that you are filling in any gaps in your advertising campaigns that you can feel just by focusing on Google. Bing also has 934.5 million monthly worldwide visitors and about 11 billion monthly searches worldwide. It is important to note that Bing continues to grow and improve.

Bing ads Cost

Although paid advertising budgets vary by industry, Bing ads are very cheap (however, cheapness is determined primarily by your budget). Many argue that lower prices are directly related to the fact that Bing has a smaller share of the global search market, meaning less competition for keywords. In addition, creating a Microsoft advertising account is automatically free, the only cost associated with your ads is the required budget for keyword bids.

However, for many industries, these lower prices mean that clicks are cheaper, and you get more for your money. When it derives to Bing ads and Google ads, the normal Bing ads cost is less than half the normal cost of Google ads.

That being said, you can double your advertising budget using Bing Ads, however, depending on your industry and we want you to double your budget with Bing. Do not recommend keeping it in the same basket.

Bing Ads vs. Google Ads

Bing and Google are very similar when it comes to launching advertising campaigns.

Digital marketers need to research smart keywords, then bid and buy ads for those keywords. Search engines will then evaluate which ads best match the searcher’s intent for the keyword and rank them according to what they think meets the searcher’s needs.

Cost per click

Some studies have suggested that Bing Ads cost less per click (CPC) than Google ads. That’s why we recommend you check out both platforms. If you think one is more cost-effective than the other, you can always move the rest of your budget to a better ROI.

Control

Bing has advertising tools that allow you to assign campaigns to different time zones, search partner targeting, and demographic targeting campaigns.

Bing is also transparent when it comes to information about its search partners. It lets you know where your traffic is coming from and adjust your advertising campaigns accordingly.

Description text

Earlier, Google allowed two separate descriptive lines, limited to 35 characters, and Bing introduced a maximum of 71-character lines. Now, both Google and Bing allow up to 80 characters in a long description field.

Keywords

Both Google and Bing offer a keyword research tool, Broad Match, and Negative Keyword Targeting. The main difference between the two platforms is that the traffic volume for keywords on Bing is very low.

Should you use Bing ads or Google ads?

Hopefully, by now it is understood that the best strategy for digital advertising is to take advantage of both platforms at the same time, provided your budget allows it.

Google AdWords may be at the forefront of digital advertising, but Bing is perfect for meeting your PPC strategy and filling any gaps in your online presence. With Bing Ads and your AdWords campaigns, you can expand your reach into new and unique areas. And while Google’s search volume is high, Bing prides itself on higher rankings, lower bidding rates, and lower cost per click in general.

More benefits with Bing PPC

Bing ads are not just about extended access, older and higher revenue populations, lower competition, lower CPCs, and potentially better ROI. Other benefits come into play.

Increased granular control

Bing offers an extra granular focus on the advertising group level. While Google allows advertisers to set their network, location, language, ad schedules, and ad rotation settings at the campaign level, ad groups are limited to their campaign-level settings. Bing ads, on the other hand, allow for adjustments at the ad group level. Bing additionally enables advertisers to assign one-of-a-kind ad campaigns to distinctive time zones, a function that AdWords doesn’t offer.

Site link extensions

Like AdWords, Bing gives PPC advertisers the opportunity to add additional information that can persuade searchers to click. These additional links can vary from prices, demos, content downloads, free trials, and more. Not every paid search ad is guaranteed to show the site’s link extensions, so when they do appear, they get more user attention because the overall ad is much larger than the other ads on the SERP list.

Importation of your Google Ads campaign

After creating a Bing Ads account, the platform allows advertisers to import their existing Google AdWords campaigns directly into Bing Ads. With just a few clicks, your campaign runs from start to finish without having to recreate everything.