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Bing Ads: Definition, benefits, and difference between Bing Ads and Google ads

 Microsoft Advertising was known as Bing Ads until 2019. Bing Ads is to Microsoft what Google Ads is to Google. It is the pay-per-click advertising platform for advertisers serving both Bing search engines and Yahoo! who want to advertise their products or services. Similar to Google Ads, the advertiser also pays for Microsoft Ads per click of the customer on his ad.

1. Bing Ads history

Microsoft's advertising program Bing Ads started later than Google Ads in 2006. At launch, only ads from Yahoo advertisers were played on the MSN search engine. After recognizing the huge advertising potential, the MSN ad center was developed. MSN adCenter customers could now also place advertisements.

 After Microsoft went it alone for a short time, a new cooperation between Microsoft and Yahoo! Since then, Microsoft has taken control of Yahoo search, and both companies' ads are served on both platforms. In 2012, the assembled advertising network was renamed Bing Ads.

Since April 2019, Bing Ads has officially been called Microsoft Advertising. According to its own information, Microsoft Advertising accounts for around 23 percent of the search engine market on desktops in Germany and serves 375 million monthly desktop searches on the German market (source: Microsoft Advertising ).

In addition, with the Microsoft Audience Network, advertisers from Microsoft Advertising have had the opportunity since 2019 to place advertisements, for example on LinkedIn. Similar to the shopping campaigns with Google Ads, advertisers with Bing Ads can also advertise so-called sponsored products.

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2. How do Bing Ads work?

2.1 Functionality of Bing Ads

 

Overall, Bing Ads is very similar to Google Ads in its features and tools. As with Google Ads, there are many ways for Bing Ads advertisers to monitor and optimize their advertising efforts. As with the market leader Google Ads, there are different types of ads (text ads, display ads, shopping ads, retargeting ads, and many ad extensions).

 The price is based on the cost per click (CPC) and depends on the competition and the quality of the ad or keyword. Like Google, the advertiser can bid on a keyword on Bing Ads. It is also possible to display the ads at different times, at different locations, and to target different target groups.

2.2 Essential Tools of Bing Ads

The Bing Ads Editor is central to managing campaigns at Microsoft. Similar to the Google Ads Editor, campaigns and their content can be edited with this clear desktop tool. In addition, Microsoft also offers the desktop tool Bing Ads Intelligence, with which campaigns do not have to be optimized online, as it can also be used offline. Up to 200,000 keywords can be managed and optimized via Bing Ads Intelligence. 

Advertisers who already have an account with Google Ads can import their campaigns from Google Ads to Bing Ads in just a few steps. This saves time and existing campaigns and ad groups can be taken over. It may be that not all information is imported, so the campaigns should be checked again after the import, and missing or changed information should be added.

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3. Bing Ads vs Google Ads

Bing Ads: Definition, benefits, and difference between Bing Ads and Google ads

As already mentioned, Bing Ads does not differ significantly from Google Ads in how it works. However, Bing offers a few special features, such as an image extension for search ads.

In general, it can be said that the use of the Microsoft search engine in Germany lags far behind market leader Google. In addition to the standard placement of advertising on the search results page, Google also offers a variety of different placements for display advertising on the web, which results in a much higher reach.

 However, Google Ads is far from reaching all Internet users. Microsoft's use is increasing, for example, due to the Cortana language program integrated into new Microsoft Windows PCs. All unanswered searches via Cortana are submitted to Bing for online searches. Bing has now established itself as the number 2 search engine in Germany with steady growth. Microsoft Ads currently covers around 8% of the search engine market.

About the use of both advertising platforms, it can be said that Bing Ads can be used quite sensibly and in addition to Google Ads. Of course, Bing Ads does not have the reach of Google and does not have all the functions of Google Ads, but the market share in Germany is growing steadily.

 In other countries such as the USA, the market shares are significantly higher, so that Bing Ads can be particularly interesting for internationally active companies. Bing Ads can be used as additional potential without a great deal of effort (e.g. by importing the Google campaigns).

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4. benefits of Bing Ads

Although Bing Ads has a significantly smaller market share than Google, it is often still worth placing ads on Microsoft's search engine. The following characteristics can be reasons to deal with Bing Ads:

• Low click prices due to low competition. The chance of appearing at the top of the search results page with low costs is high.

• Acquisition of completely new target groups that prefer to use Microsoft than Google, for example

• Increased reach through default triggering in Microsoft Edge Browser, Cortana, Yahoo, and AOL 

• Import of Google Ads campaigns made easy enables direct performance comparison

• Gain new keyword ideas through DSA campaigns created in Microsoft Ads

• More ad group level settings (locations, ad scheduler, language settings)

• Particularly interesting for B2B companies. In many large companies, Windows is the default operating system with Bing as the default search engine.

• Synergies with other Microsoft services such as Skype, Xbox, and Windows can offer interesting opportunities for advertisers

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