Microsoft Advertising
Microsoft Advertising is Microsoft's ad platform for search ads on Bing, Yahoo, DuckDuckGo and partner sites, with LinkedIn profile targeting for B2B.
What is Microsoft Advertising?
Microsoft Advertising (formerly Bing Ads) is Microsoft’s advertising platform. Its search ads appear on Bing and on partner search engines and sites, including Yahoo and DuckDuckGo, as well as in Microsoft products such as Copilot. Beyond search, it offers shopping, audience and video formats.
Why it is worth considering alongside Google Ads:
- Additional reach: Bing’s share is smaller than Google’s, but it is higher on desktop and in business environments where Windows and Microsoft Edge are standard.
- Often lower costs: less competition frequently means a lower cost per click for the same keywords.
- B2B targeting: in many markets, search ads can be adjusted by LinkedIn profile data such as company, industry and job function – unique among search platforms.
- Easy start: campaigns can be imported from Google Ads, including keywords, ads and negative keywords.
Imported campaigns still need care: check location, language and bid settings, since not every Google Ads feature has a direct equivalent, and keep both platforms in sync when you change campaigns. Set up conversion tracking with Microsoft’s UET tag, and look at results per market, because Bing’s share differs considerably from country to country.
Its organic counterpart for SEO is Bing Webmaster Tools. Both are part of a complete search engine advertising setup, especially for B2B companies.