Google is often considered the dominant force in search engines, with the majority of users flocking to it.
However, this isn’t entirely the case. Microsoft’s search engine Bing also holds a place among the most used search engines — although not nearly as popular as Google, of course.
That said, Bing remains relevant when it comes to paid advertising, as the platform sees millions of searches each day.
This makes it possible to reach targeted audiences with your ads here as well.
In this post, we’ll take a closer look at Microsoft Bing Ads and break down the most important elements of these paid ads.
Similarities and differences: Microsoft Bing Ads vs. Google Ads
Microsoft Bing Ads can, in many ways, be compared to Google Ads, as many of the same processes determine which ads rank in the search engine results.
This includes the auction process — the automated bidding — and the various ad formats available on Microsoft Ads.
The key difference lies in competition and pricing.
Since Bing is a smaller competitor, the internal competition between advertisers isn’t as intense, and therefore the cost per click tends to be lower than on Google. That alone makes Bing Ads worth exploring.
Another significant difference is that Bing allows targeting at the ad group level, whereas Google only allows campaign-level targeting.
With the key differences established, let’s dive into the most essential features of Microsoft Bing Ads.
Ad formats on Bing
There are several ad types to choose from with Microsoft Bing Ads. Below are a few of the main ones.
All of them appear at the top or side of Bing’s search results — or on Microsoft’s partner networks like Yahoo, AOL, and MSN.
- Text ads: Classic text ads created by the advertiser or generated by Bing AI using selected copy and headlines based on keywords and audience insights.
- Multimedia ads: Created by Bing using a combination of headline, text, and visual elements. Only one multimedia ad appears per search, giving it high visibility.
- Product and app ads: Displays a product image or app logo, along with price info, linking directly to a product page or app store.
- Audience ads: Shown on Microsoft’s partner platforms with text and images, linking to the advertiser’s site.
Ad targeting options
As mentioned, Microsoft Bing Ads lets you create a campaign with multiple ad groups, which can then be individually targeted to different countries or audiences.
This is especially useful for international campaigns, as you can tailor messaging and targeting per ad group.
Targeting can be based on:
- Geographic location
- Day and time
- Gender and age
- Device type (tablet, mobile, or desktop)
If your campaign targets several countries, this ad group–level targeting gives you more control over performance and spend.
How much does advertising on Microsoft Bing cost?
Bing Ads operates on an auction-based pricing model.
As an advertiser, you choose the keywords you want your ads to be associated with, and you bid on them via Microsoft’s PPC (Pay Per Click) system.
You only pay when a user clicks your ad or converts on your website.
Whether or not your ad gets shown depends on a few factors:
- Keyword competition: What are your competitors willing to pay compared to your bid?
- Relevance: How relevant is your ad and website to the keyword?
- Ad performance: A high CTR (Click Through Rate) increases the chances of winning the auction.
Bidding strategies for Microsoft Bing Ads
Just like with Google Ads, setting up a Bing Ads campaign requires you to set a budget and select a bidding strategy.
These can be either manual or automated, depending on your campaign goals.
Here’s a breakdown of the most common options:
- Enhanced CPC (Cost Per Click): You set your bids, but Microsoft automatically adjusts them — increasing bids for likely conversions and lowering them otherwise.
- Manual bidding: You set your bids yourself, e.g., for CPI (Cost Per Impression) or CPC. This only applies to audience ads shown on Microsoft’s partner sites.
- Maximize clicks or conversions: Microsoft adjusts bids to achieve the highest number of clicks or conversions within your budget.
- Target CPA or ROAS: You set a target for your average CPA (Cost Per Acquisition) or ROAS (Return On Ad Spend), and Microsoft adjusts bids accordingly.
I’m personally curious to see how Microsoft Bing Ads evolves. Since the competition is less intense than on Google, I believe many advertisers will begin exploring this platform more seriously over time.
Some even claim Bing’s search interface looks better and encourages more clicks on ads.
What do you think? Have you tried advertising on Bing yet?
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