{"id":42685,"date":"2025-04-15T10:48:25","date_gmt":"2025-04-15T07:48:25","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=42685"},"modified":"2025-08-04T11:55:06","modified_gmt":"2025-08-04T08:55:06","slug":"how-does-bing-ads-work","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/how-does-bing-ads-work\/","title":{"rendered":"How Does Bing Ads Work? The Complete Guide to Microsoft Advertising"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"42685\" class=\"elementor elementor-42685\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7942a2d2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7942a2d2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-703f5ccf\" data-id=\"703f5ccf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-069e10e elementor-widget elementor-widget-text-editor\" data-id=\"069e10e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p data-pm-slice=\"1 1 []\">If you&#8217;re only advertising on Google, you&#8217;re missing out. Microsoft Advertising (formerly Bing Ads) gives you access to a whole new world of highly engaged users and lower competition. Whether you&#8217;re running a small business or managing large-scale digital campaigns, learning how Bing Ads work can be a game-changer.<\/p><blockquote><p>&#8220;Bing captures over 36% of the U.S. desktop search market, making Microsoft Ads a hidden gem for savvy marketers.&#8221; \u2014 Search Engine Journal<\/p><\/blockquote><p>In this article, we&#8217;ll break down everything you need to know: what is Bing Ads, how it works, why it&#8217;s worth it, and how to create your first campaign.<\/p><div><hr \/><\/div><h2>What is Bing Ads (Microsoft Advertising)?<\/h2><p>Bing Ads, now known as Microsoft Advertising, is Microsoft&#8217;s online advertising platform. It allows businesses to place ads on the Bing search engine, Yahoo, and AOL, as well as across the Microsoft Audience Network, which includes MSN, Outlook.com, and partner websites.<\/p><p>Microsoft Ads operate similarly to Google Ads. You bid on keywords, write ad copy, and your ads appear in search results or native placements based on targeting settings.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c219fa elementor-widget elementor-widget-video\" data-id=\"2c219fa\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/toDVzh1QOzI?si=Ttdr8ZxVLhyYb6Pc&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1655816 elementor-widget elementor-widget-text-editor\" data-id=\"1655816\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3 data-pm-slice=\"1 1 []\">Platforms You Can Reach with Microsoft Advertising:<\/h3><ul data-spread=\"false\"><li><p>Bing Search<\/p><\/li><li><p>Yahoo Search<\/p><\/li><li><p>AOL Search<\/p><\/li><li><p>Microsoft Edge homepage<\/p><\/li><li><p>Outlook.com<\/p><\/li><li><p>MSN<\/p><\/li><li><p>Windows apps<\/p><\/li><li><p>Xbox<\/p><\/li><\/ul><p>This multi-platform reach allows Microsoft Ads to capture over <strong>1 billion monthly unique visitors<\/strong> globally, reaching consumers in a wide range of contexts.<\/p><div><hr \/><\/div><h2>Why Use Bing Ads? Benefits and Key Stats<\/h2><p>Microsoft Advertising (a.k.a. Bing Ads) offers a range of benefits that can drive strong ROI:<\/p><h3>1. <strong>Lower Cost Per Click (CPC)<\/strong><\/h3><p>Because there&#8217;s less competition on Bing compared to Google, advertisers often enjoy <strong>35% lower CPC<\/strong> on average. This means you can stretch your ad budget further, especially in competitive industries.<\/p><h3>2. <strong>Higher Demographic Quality<\/strong><\/h3><p>According to Microsoft, over <strong>70% of its audience is 35+<\/strong>, with above-average income levels. Many are professionals who use Microsoft-powered devices at work and home.<\/p><h3>3. <strong>Expanded Reach<\/strong><\/h3><p>Bing Ads reaches <strong>over 724 million users globally<\/strong>, many of whom don\u2019t use Google as their primary search engine. That\u2019s a massive untapped audience.<\/p><h3>4. <strong>Cross-Device Targeting<\/strong><\/h3><p>With integrations into Windows, Xbox, and Microsoft Edge, you can reach users on desktops, tablets, mobile, and even smart TVs.<\/p><h3>5. <strong>Import and Go<\/strong><\/h3><p>You can import your Google Ads campaigns into Bing Ads with just a few clicks, saving you time and helping you scale quickly.<\/p><blockquote><p>&#8220;Microsoft Advertising allows us to tap into a premium audience across multiple touchpoints, driving higher engagement at a lower cost.&#8221; \u2014 Digital Strategist, Adcore<\/p><\/blockquote><div><hr \/><\/div><h2>Unique Features of Microsoft Ads<\/h2><p>Let\u2019s explore some stand-out features that differentiate Bing Ads from other PPC platforms:<\/p><h3>1. <strong>LinkedIn Profile Targeting<\/strong><\/h3><p>Exclusively available on Microsoft Ads, you can target users by their job title, company, or industry using LinkedIn data. This is ideal for B2B campaigns.<\/p><p><strong>Tip:<\/strong> Combine LinkedIn profile targeting with remarketing lists for even more precision. Google Ads does not offer LinkedIn integration, making this a unique advantage for account-based marketing.<\/p><h3>2. <strong>In-Market Audiences<\/strong><\/h3><p>Reach users actively researching or intending to purchase within a product category, based on browsing behavior. Microsoft continuously updates these audiences.<\/p><p><strong>Tip:<\/strong> Test multiple in-market audiences to find the best converting segments. Similar to Google&#8217;s in-market segments, but Microsoft&#8217;s tend to have less competition.<\/p><h3>3. <strong>Action Extensions<\/strong><\/h3><p>Add CTAs directly in your ad like \u201cSubscribe,\u201d \u201cDownload Now,\u201d or \u201cContact Us.\u201d These increase interaction and CTR.<\/p><p><strong>Tip:<\/strong> Action Extensions are more prominent in Microsoft Ads than in Google, making them ideal for improving visibility.<\/p><h3>4. <strong>Multimedia Ads<\/strong><\/h3><p>Rich visual ads that combine text, images, and video, shown at the top of Bing SERPs. These deliver higher visibility and engagement.<\/p><h3>5. <strong>Responsive Search Ads (RSAs)<\/strong><\/h3><p>Microsoft Ads support RSAs, allowing you to enter multiple headlines and descriptions. The system tests combinations automatically to improve performance.<\/p><h3>6. <strong>Microsoft Audience Network<\/strong><\/h3><p>Native advertising placements on premium websites like MSN and Outlook. These display ads can be highly effective for brand awareness. Google&#8217;s counterpart is the Display Network, but Microsoft emphasizes editorial quality more strictly.<\/p><div><hr \/><\/div><h2>How to Create a Microsoft Ads Account<\/h2><p>Getting started is easy. Here\u2019s a step-by-step guide:<\/p><h3>Step 1: Sign Up<\/h3><ul data-spread=\"false\"><li><p>Visit <a href=\"https:\/\/ads.microsoft.com\" target=\"_blank\" rel=\"noopener\">ads.microsoft.com<\/a><\/p><\/li><li><p>Click \u201cSign up now\u201d<\/p><\/li><li><p>Choose to import from Google Ads or start fresh<\/p><\/li><\/ul><h3>Step 2: Add Your Business Details<\/h3><ul data-spread=\"false\"><li><p>Set up time zone and currency<\/p><\/li><li><p>Enter business name and website URL<\/p><\/li><\/ul><h3>Step 3: Set Up Billing<\/h3><ul data-spread=\"false\"><li><p>Add payment method (credit card, PayPal, or invoice)<\/p><\/li><li><p>Choose manual or automatic payments<\/p><\/li><\/ul><h3>Step 4: Verify Your Account<\/h3><ul data-spread=\"false\"><li><p>Microsoft may request verification via email or phone<\/p><\/li><li><p>Verify your domain with the UET tag (for advanced features)<\/p><\/li><\/ul><h3>Pro Tip:<\/h3><p>If you&#8217;re eligible, you can receive up to <strong>$500 in ad credit<\/strong> through <a href=\"https:\/\/couponer.app\/ms?ref=adcore-blog\" data-wplink-edit=\"true\" target=\"_blank\" rel=\"noopener\">Couponer<\/a> to get started. Just link your Microsoft Ads account and redeem your bonus\u2014no strings attached. The process takes under 5 minutes and is a great way to test campaigns without risk.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9a3dfa elementor-widget elementor-widget-image\" data-id=\"b9a3dfa\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"640\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2025\/04\/ChatGPT-Image-Apr-15-2025-11_12_45-AM.png\" class=\"attachment-large size-large wp-image-42695\" alt=\"bing ads vs microsoft advertising\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2025\/04\/ChatGPT-Image-Apr-15-2025-11_12_45-AM.png 1024w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2025\/04\/ChatGPT-Image-Apr-15-2025-11_12_45-AM-300x300.png 300w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2025\/04\/ChatGPT-Image-Apr-15-2025-11_12_45-AM-150x150.png 150w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2025\/04\/ChatGPT-Image-Apr-15-2025-11_12_45-AM-768x768.png 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3199be elementor-widget elementor-widget-text-editor\" data-id=\"c3199be\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2 data-pm-slice=\"1 1 []\">Summary<\/h2><p>Bing Ads &#8211; now Microsoft Advertising &#8211; offers a goldmine of opportunity for advertisers who know how to use it. With lower CPCs, less competition, and powerful features like LinkedIn targeting, it\u2019s time to stop thinking of Microsoft Ads as &#8220;secondary&#8221; and start seeing it as a core part of your strategy.<\/p><p>If you want to:<\/p><ul data-spread=\"false\"><li><p>Lower your cost per lead<\/p><\/li><li><p>Diversify your traffic sources<\/p><\/li><li><p>Reach high-income demographics<\/p><\/li><\/ul><p>Then Microsoft Advertising could be your secret weapon.<\/p><p><strong>Pro Tip:<\/strong> Test Bing Ads alongside your Google campaigns to compare performance. You may be surprised by the ROI.<\/p><h3>Claim Your $500 Microsoft Ads Coupon<\/h3><p>If you\u2019re ready to get started, don\u2019t forget to grab your <strong>free $500 ad credit<\/strong> through <a href=\"https:\/\/couponer.app\/ms?ref=adcore-blog\" target=\"_blank\" rel=\"noopener\">Couponer.app<\/a>. It\u2019s a fast and risk-free way to experiment with Microsoft Advertising:<\/p><ol start=\"1\" data-spread=\"false\"><li><p>Sign in with your Microsoft Ads account<\/p><\/li><li><p>Link your account to Couponer<\/p><\/li><li><p>Instantly redeem your $500 credit<\/p><\/li><\/ol><p>Whether you&#8217;re launching your first campaign or scaling an existing one, this bonus gives you a head start. Try it today and maximize your reach on Microsoft\u2019s powerful advertising platform.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re only advertising on Google, you&#8217;re missing out. Microsoft Advertising (formerly Bing Ads) gives you access to a whole new world of highly engaged users and lower competition. Whether you&#8217;re running a small business or managing large-scale digital campaigns, learning how Bing Ads work can be a game-changer. &#8220;Bing captures over 36% of the [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":42690,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/","category_name":"Ad Platforms"},{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/microsoft-ads\/","category_name":"Microsoft Ads"}],"tags":[],"authors":[250],"article_types":[179],"staff_picks":[],"promotions":[178],"class_list":["post-42685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platforms","category-microsoft-ads","authors-adcore-marketing-team","article_types-articles","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/42685","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=42685"}],"version-history":[{"count":9,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/42685\/revisions"}],"predecessor-version":[{"id":43270,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/42685\/revisions\/43270"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/42690"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=42685"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=42685"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=42685"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=42685"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=42685"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=42685"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=42685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}