Definition
Bing Ads, now rebranded as Microsoft Advertising, is a service that provides pay-per-click (PPC) advertising on both the Bing and Yahoo! search engines. As the name suggests, it is a platform owned by Microsoft, designed to allow businesses to run advertising campaigns to display ads on the Bing network, which includes the Bing search engine, Yahoo Search, and other partner sites. Similar to Google Ads, Microsoft Advertising operates on a bid-based system where advertisers can bid on keywords relevant to their target audience to display their ads.
History and Background
Microsoft launched Bing Ads as a competitor to Google AdWords (now Google Ads) in an effort to capture market share in the search advertising space. Over time, Bing Ads expanded its services and network, including the integration with Yahoo Search as part of the Yahoo and Microsoft Search Alliance. In April 2019, Bing Ads was rebranded as Microsoft Advertising, reflecting a broader range of advertising capabilities beyond search, including audience targeting with Microsoft's artificial intelligence (AI) and data platforms.
Key Features
Microsoft Advertising offers several features for advertisers:
- Keyword-Based Advertising: Advertisers select keywords relevant to their business and bid on them to have their ads shown to users who search for those terms.
- Ad Formats: Various ad formats are available, including text ads, shopping ads, and dynamic search ads.
- Targeting Options: Advertisers can target their ads by location, time of day, day of the week, device type, and more.
- Ad Extensions: These enhance ads with additional information, such as site links, call buttons, location details, and reviews.
- Audience Targeting: Utilizing Microsoft's AI and data platforms to target specific audiences based on their behavior, interests, and demographics.
- Universal Event Tracking (UET): A tool that helps advertisers track conversions and other actions taken by users after clicking on their ads.
Advertising Process
The process for setting up a campaign in Microsoft Advertising typically involves:
- Account Creation: Advertisers create an account on the Microsoft Advertising platform.
- Campaign Setup: Advertisers create a new campaign, define their campaign goals, and set a budget.
- Keyword Research: Advertisers research and select keywords to bid on, often using the platform's keyword planner tool.
- Ad Creation: Advertisers write ad copy and create ads that will be displayed on the search results page.
- Bidding: Advertisers set their bids for keywords, which can be adjusted over time based on performance.
- Monitoring and Optimization: Advertisers monitor campaign performance and make adjustments to improve results, such as changing bids, refining keywords, or tweaking ad copy.
Conclusion
Microsoft Advertising is a valuable tool for advertisers looking to diversify their online advertising efforts beyond Google. With its unique features, such as LinkedIn targeting and a different audience demographic, it provides an alternative or complementary option to Google Ads. As with any advertising platform, success requires careful planning, ongoing management, and optimization to achieve the best return on investment.
