Bing Ads
Search ads on Bing, Yahoo and DuckDuckGo, now called Microsoft Advertising, for reaching people Google ads miss.
Bing Ads is the former name of Microsoft Advertising, the platform where businesses pay to show ads on Microsoft’s Bing search and with partner search engines such as Yahoo and DuckDuckGo. Many people still use the old name, so you’ll see both.
It works much like Google Ads. You choose the searches you want to appear for, write the ad, and set a budget. Microsoft also offers display ads across its own sites and apps, shopping listings and video, so the platform covers more than plain search.
Why bother with a smaller search engine? A second channel can reach people who never see your Google ads, and with fewer advertisers competing, clicks are often cheaper. It works best for businesses that already have a website converting well, because the same landing pages can serve both channels.
Why Bing Ads Is in Our Stack
In Practice
We suggest Microsoft Advertising as a second search channel once Google campaigns are running well. It adds reach without a new website, since the same landing pages and conversion tracking carry over, and we judge it by the leads it produces.
Extra Search Reach
Appear on Bing, Yahoo and DuckDuckGo, where your Google ads don't run.
Less Crowded Auctions
Fewer advertisers can mean lower costs for the same keywords.
Reuse Your Pages
Existing landing pages and tracking work for both search channels.