Bing Ads, now officially known as Microsoft Advertising, is a powerful pay-per-click (PPC) advertising platform that allows businesses to display ads on Microsoft-owned properties and their partner network. While Google Ads is the market leader, Microsoft Advertising offers a unique set of benefits and a distinct audience that make it a compelling choice for many marketers.

Here's a quick overview of what Bing Ads (Microsoft Advertising) is and how it works.

The Network and Its Audience
Microsoft Advertising places your ads on a vast network that includes:

Search Engines: Bing, Yahoo, and AOL.

Microsoft Properties: The Microsoft Audience Network, which includes MSN, Outlook.com, and Microsoft Edge.

Voice Search: Bing also powers search on devices like Amazon's Alexa and Microsoft's Cortana.

The audience on the Microsoft Advertising network is often perceived as different from Google's. Research indicates that Bing users tend to be:

Older: A significant portion of the audience is over 35.

Higher-Income: Bing users often have a higher average household income.

Desktop Users: The audience is more likely to be on a desktop device, which can be an advantage for B2B advertisers.

How It Works: The PPC Model
Microsoft Advertising uses the same auction-based, pay-per-click (PPC) model as other platforms.

Keyword Bidding: You bid on keywords that you want your ad to appear for.

Ad Placement: When a user searches for your keyword, your ad enters an auction. If your bid is high enough and your ad is relevant, it will be displayed on the search results page.

Payment: You only pay when a user clicks on your ad and is directed to your website.

You have full control over your budget and can set daily limits to ensure you don't overspend.

Key Benefits of Using Microsoft Advertising
Lower Cost Per Click (CPC): Because there is less competition on the Microsoft network compared to Google, the cost of keywords is often lower. This means you can stretch your advertising budget further.

Higher Click-Through Rates (CTR): Microsoft Advertising often sees higher click-through rates, particularly for certain industries like finance and shopping.

Unique Targeting Options: A standout feature is the ability to use LinkedIn Profile Targeting. This allows B2B advertisers to target users based on their company, job title, and industry, which is a powerful tool for reaching professionals.

Easy to Use with Google Ads: Microsoft Advertising has a very helpful feature that allows you to easily import your existing Google Ads campaigns. This makes it simple to test the platform and expand your reach without having to build campaigns from scratch.

A Complementary Strategy: For most businesses, the best approach is not to choose between Microsoft and Google but to use them both. By advertising on both platforms, you can reach a broader audience, benefit from lower costs on Bing, and capture a unique demographic you might otherwise miss.