Do you remember Bing Ads? They are now known as Microsoft Ads and should not be overlooked. While Google retains the vast majority of the mark-*are in second place. For a deeper dive, explore our guide on Native Ads Display Ads.
Online marketers can (and should) learn how to harness the power of Microsoft Ads and advertise on Bing. Bing business ads could help you reach a new audience and tap into a large pile of cash that is just waiting for you to reach out and grab it. For a deeper dive, explore our guide on Online Video Advertising.
We’ll look at what makes Bing Ads so great and show you how to set up your first campaign in this guide.
Explore more in our digital marketing guide and social media marketing resources.
Why Should You Use Microsoft Advertising (Bing Ads)?
Microsoft Advertising is a powerfully underutilized business pay-per-click (PPC) advertising tool.
Although Google controls 84% of the global search market, Microsoft’s search engine ranks second with 9%. That disparity may appear significant, but with over 1 billion unique visitors per month, trust us when we say plenty of people use Bing.
And if you’re specifically targeting PC users, Bing may be ideal. The platforms have 14.7 billion monthly PC searches and 653 million unique PC users, according to Microsoft Search Network data.
Nonetheless, many factors other than audience size must be considered. What, for example, is the difference between each platform’s cost-per-click (CPC) or click-through rate (CTR)? Can Bing Ads do things that Google Ads cannot (hint: the answer is yes, and it has a surprising connection to LinkedIn)? What other advantages does Microsoft Advertising provide? We’ll provide some answers below.
Bing Ads vs Google Ads
Most small to medium-sized businesses understand the value of Google Ads advertising. However, many marketers are ignoring Microsoft Ads (aka Bing Ads). Setting up a Microsoft Ads marketing campaign is just as simple (if not easier) as setting up a Google Ads campaign.
There are numerous compelling reasons for businesses to set up Bing Ads. We’ll go over a few of them here.
Be promoted in more places
When you use Microsoft Ads, your ads will appear on multiple websites. Because they own Bing, MSN, Yahoo, and AOL, you will be displayed on multiple sites. In addition, Microsoft and Yahoo have several smaller partner sites that are owned and operated by syndicated search partners.
You can also choose where your ads will appear. You can limit ad distribution based on where you want your ads to appear.
To be sure, Google has more search partners and a wider reach. However, if your customers prefer Outlook to Gmail, Microsoft Ads may be for you.
There is less competition.
In some ways, Google’s massive audience is advantageous; however, your potential reach is much greater. However, as previously stated, size does not always imply superiority.
The audience for the search engines associated with Microsoft Advertising is smaller. Because of the lower search volumes, there is less competition for ideal placement and fewer other advertisers, which raises the cost of your ads.
Clicks may be less expensive, prime spots may be easier to obtain, and you, as the advertiser, may get more bang for your buck.
Targeting at the granular level
When it comes to ad targeting at the campaign level, both Google and Bing allow you to be quite specific. However, Bing’s ad tools allow you to change targets at the ad group level as well, resulting in much more flexible campaigns.
Furthermore, Microsoft Ads allows you to schedule ads to run at a specific time in your ad viewer’s time zone, regardless of where they are.
Google’s time zone menu will not change when your ads run—if you wanted to target people in New York and Los Angeles at 6 p.m., you’d have to create two separate campaigns.
And if you want to be extremely specific about device targeting, Bing is the way to go. You can target audiences using Microsoft Ads based on their devices and operating systems. Only Display and Video campaigns in Google Ads will allow you to do so.
The default search engine for Microsoft
Bing is the default search engine on any Microsoft machine sold. Cortana, a virtual assistant that also uses Bing as a search engine, is included with Microsoft 365, a subscription for using the Microsoft software suite (Excel, PowerPoint, Word, and so on).
That means anyone downloading Microsoft 365 or a Microsoft machine will have Bing as their default search engine. This results in a lot of free traffic and potential eyes on your ad campaign!
A possibly lower CPC rate
A digital marketing firm recently conducted a comparison study of Bing Ads and Google Ads. They reported that they spent 35% less on Bing than on Google.
The thing is, you should still be cautious of numbers like this. It sounds promising, and the study took into account the quality of clicks received. However, those savings may not apply to your brand.
Other factors can also have an impact on success. Perhaps this marketing firm is in a different industry than yours, with different demographics and keywords. Furthermore, different demographics may prefer Google over Bing, and vice versa.
If cost-per-click (CPC) is your primary concern, conduct your own Bing ads vs Google ads comparison to determine which is best for your brand. If you discover that one is more cost-effective than the other, you can always shift the rest of your budget to maximize your ROI.
Capabilities for LinkedIn profile targeting
Using LinkedIn profile information, Bing Ads Manager allows you to target highly relevant audiences. (Wait a minute! Google wishes.)
That’s right: Microsoft Ads allows you to target an audience and apply bid modifiers based on LinkedIn data.
Bing ad campaigns can be targeted based on:
- Industry, such as Healthcare, Manufacturing, Corporate Services, or Consumer Goods
- Companies, such as Google (lol), Hootsuite, or the Government of Canada
- Education, sales, or arts and design are examples of job functions.
This feature is revolutionary for B2B services. Looking to attract customers to your specialized, highly technical white paper writing firm? Things have just gotten a little easier, my friend. Find your top ten wish-list clients, search for their companies, enter the appropriate industry, and target marketing executives.
Along with LinkedIn, the only platform with this capability is Microsoft-Bing ads.
Here’s the procedure to do it:
- Select Create ad group. Scroll down to the section titled Ad group targets.
- Select Edit target categories from the drop-down menu. You can choose your company, industry, and job function here.
- You can use the target types you’ve defined, or you can uncheck the Use my campaign settings checkbox and click Edit target to create your own.
- Search for and select the companies, industries, and jobs you want to target.
- Select your bid adjustments for your targets and click Done.
You can also retarget your ads after they’ve been published using the Bing Ads Editor. Simply navigate to the Settings section of your campaign or ad group to accomplish this.
Then, in the Campaign or Ad group targets section, click Edit target categories. This will take you to the same page as before, where you can edit and adjust the information based on your company, industry, and job function.
How to Begin a Microsoft Advertising Campaign?
Interested in giving Microsoft Ads a shot? Microsoft Ads Smart campaigns are by far the simplest way to begin advertising. You’ll find a step-by-step guide to running Bing Ads with Smart campaigns below.
Smart campaigns make use of Microsoft’s artificial intelligence to create ads and manage your advertising campaign for you. They’re quite effective and incredibly simple to create, but if you want more control over the granular aspects of your campaign, Expert mode should be considered.
We’ll go over Expert mode in detail at the end of the Smart campaign.
Step 1: Register for or sign in to Microsoft Ads.
Go to the Microsoft Advertising website and choose between Sign up and Sign in. Create your own Microsoft Advertising account by following the prompts.
Step 2: Determine your advertising budget.
Microsoft will prompt you to select a campaign goal. Then click Next.
Step 3: Identify yourself to Microsoft.
Enter your information and click Next.
Step 4: Determine your target radius.
In Expert mode, you can target multiple locations around the world.
Step 5: Enter your keywords.
Microsoft will recommend keywords related to your services below. You can also improve your SEO strategy by using Microsoft’s keyword planner. Fill in the text boxes in step six.
On the right-hand side of your window, you can see a preview of what your ad will look like. To avoid truncation, Microsoft notifies you when you exceed the recommended character count.
Step 7: Include your phone number.
This step is optional, so if your business only accepts online bookings, skip it.
Step 8: Fill in your budget
Microsoft provides you with a convenient You can see your potential monthly impressions and clicks in the Estimated Performance box on the right side of your screen. You can also use the slider scale beneath your budget to see what your competitors spend on average.
Step 9: Enter your contact and payment details.
Fill in your company’s contact information as directed, then click Next. The following page will ask you to enter your payment information.
Step 10: Click Submit to go live.
Microsoft Ads will review your campaign, and you should be up and running within a day! From here, you can explore your campaign to see your data and track the progress of your ad.
Microsoft Advertisements in Expert Mode
Expert mode gives you more control over your ads than Smart mode, which is more set-and-forget. Expert mode is the full-featured, real-deal campaign management experience. You’ll discover that you can add more content to your ads and that you have more control over campaign management. There’s also more performance reporting and tracking.
This mode is ideal for experienced marketers and advertising professionals who prefer to work hands-on.
There is no turning back once you switch from Smart to Expert mode. So make sure you’re ready to play in the big leagues.
How to Change from Smart to Expert Mode?
In the top menu, you can change from Smart to Expert. Switch to Expert mode after selecting Tools. When prompted, confirm your choice.
If you’re just starting with your first campaign, you’ll be in Smart mode by default. To enter Expert mode, go to the bottom of your window and select Switch to Expert mode.
Step 1: Enter the URL you want to target or import an account from.
Data can be imported from a Google Ads or a Facebook Ads account. Alternatively, enter the URL you want to target and click Create campaign.
Step 2: Establish a campaign budget.
You can decide on your budget and bid strategy here. When you’re finished, click Next.
Step 3: Determine your campaign’s target audience.
You have the option of having your ad appear in all available countries and regions or specifying specific locations. Once you’ve made your decision, click Next.
Step 4: Establish your ad groups.
Include all relevant keywords here, or use the box on the right to get keyword suggestions from Microsoft.
Step 5: Create your advertisement
Fill in the headlines and descriptions you want to appear in your ad. Microsoft tells you how to optimize your ad for better results on the right. When you’re finished, click Next.
You can create a few ads in this section to increase your chances of reaching your target audience.
Step 6: Create your account and enter your payment information.
Fill out the prompts to tell Microsoft about your company and then click Next. Please enter your payment information here.
Step 7: Examine your data and analytics.
After you’ve published your ad campaign, you can access your detailed Expert mode dashboard. You can edit existing campaigns, change your budget, and see how everything is progressing.
What is the new name for Bing Ads?
Bing Ads has been absorbed by Microsoft Ads. Technically, ads that are only available on Bing are still a thing, so Bing Ads exist. However, they are now all referred to as Microsoft Ads.
Is it worthwhile to invest in Bing Ads?
Bing Ads can be profitable depending on your marketing strategy. Businesses may find Bing Ads to be worthwhile due to the smaller circle of competition. Furthermore, the ability to target based on company, industry, and job function can be extremely beneficial to niche players.
Which is more effective, Google Ads or Bing Ads?
Neither Google nor Bing Ads are superior. They both have advantages and disadvantages and can be effective tools in the hands of the right marketer.
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Frequently Asked Questions
Q: What is this guide about?
This comprehensive guide provides strategies and best practices for achieving success in your marketing efforts. Following these approaches can help improve your results and competitive advantage in your industry.
Q: How long does it take to see results?
Results vary depending on consistency and implementation quality. Most strategies require 3-6 months of dedicated effort before significant improvements become visible. Ongoing optimization and patience are essential for sustainable success.
Q: Do I need professional help to implement these strategies?
While basic implementation can be done independently, professional guidance often accelerates results and helps avoid common mistakes. Consider working with experts if you lack internal resources or need faster outcomes.
Q: What are the most important factors for success?
Key success factors include thorough research, consistent execution, quality over quantity, regular performance monitoring, and adapting to changes in your industry. Data-driven decision making is crucial for ongoing improvement.
Q: How do I measure success?
Success measurement depends on your specific goals but typically involves tracking key performance indicators (KPIs) relevant to your objectives. Common metrics include traffic, conversions, revenue, and engagement rates.
Q: What digital marketing channels should I focus on?
The best channels depend on your audience and business type. Most businesses benefit from a combination of SEO, content marketing, social media, and paid advertising. Start with channels where your audience is most active. For a deeper dive, explore our guide on Healthcare Marketing Where now.
Frequently Asked Questions
What are the key benefits of How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility?
How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility delivers measurable advantages for businesses that implement it strategically. The primary benefits include increased brand visibility, improved lead quality, higher customer engagement rates, and more efficient use of marketing budget through precise targeting and performance measurement. Organizations that invest in how to use microsoft ads (bing ads) to boost online visibility consistently report stronger competitive positioning and more sustainable revenue growth compared to those that neglect it. The compound effect of early investment typically shows 12–18 months of consistent effort before fully materializing in business metrics.
How long does it take to see results from How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility?
Results from how to use microsoft ads (bing ads) to boost online visibility follow a predictable timeline: initial implementation and setup requires 2–4 weeks; early performance indicators appear within 60–90 days of consistent execution; meaningful business impact (lead generation, revenue contribution, brand awareness metrics) typically materializes within 6–9 months. The timeline depends significantly on your competitive landscape, existing brand authority, budget investment level, and execution quality. Businesses that combine how to use microsoft ads (bing ads) to boost online visibility with complementary channels (SEO + paid search, content + email) consistently achieve results 40–60% faster than single-channel approaches.
How much should I budget for How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility?
Budget allocation for how to use microsoft ads (bing ads) to boost online visibility depends on your industry, competitive intensity, and growth targets. As a baseline, most B2B businesses allocate 5–12% of revenue to total marketing, with specific channels funded based on historical ROI data. For businesses newer to how to use microsoft ads (bing ads) to boost online visibility, a test budget of $3,000–$10,000 over 90 days provides sufficient data to evaluate performance and make informed scaling decisions. The most important principle: measure ROI against customer lifetime value (CLV), not just immediate campaign returns — longer sales cycles and relationship-based purchases require extended attribution windows to accurately assess investment returns.
What mistakes should I avoid with How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility?
Common how to use microsoft ads (bing ads) to boost online visibility mistakes that waste budget and opportunity: (1) Focusing on vanity metrics (impressions, follower counts) rather than business outcomes (leads, revenue, CLV); (2) Inconsistent execution — starting strong and losing momentum at the 60–90 day mark when results haven’t yet compounded; (3) Targeting too broadly — narrow, specific targeting consistently outperforms broad demographic-only approaches; (4) Neglecting measurement infrastructure — without proper tracking and attribution, optimization is impossible; (5) Expecting immediate results from long-cycle strategies — realistic timeline expectations are critical for sustaining investment through the period before returns materialize. Build a measurement dashboard before launching campaigns, not after.
How do I choose the right agency or team for How to Use Microsoft Ads (Bing Ads) to Boost Online Visibility?
Selecting the right partner for how to use microsoft ads (bing ads) to boost online visibility requires evaluating five criteria: (1) Relevant industry experience — ask for case studies from businesses similar to yours in size, industry, and growth stage; (2) Transparency in reporting — live dashboard access vs. monthly PDF reports is a major differentiator; (3) Clear communication cadence — weekly updates, monthly strategy reviews, quarterly business reviews as standard; (4) Performance accountability — agencies willing to tie compensation to results have skin in the game; (5) Team composition — understand who actually works on your account vs. who presents in sales meetings. Red flags: guaranteed rankings or follower counts, long-term lock-in contracts with no performance clauses, and unwillingness to share past client references.
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By Guy Sheetrit
- May 19, 2023
By Guy Sheetrit
