Microsoft Advertising.

Bing Ads are run by Microsoft, and they take advantage of the company’s three search engines – Bing, Yahoo and AOL. (Bing Ads was rebranded as Microsoft Advertising in 2019. But colloquially, they’re still referred to as Bing Ads, so we’ll stick with that name here.)

When running campaigns on Bing, your ads will be shown on all three of these engines, broadening your audience reach.

Like Google, Bing can help you build pay-per-click campaigns that will find relevant users, increase brand awareness and boost conversions. Bing also offers a wide variety of ad styles to choose from, including:

The assets you’ll need for your campaign will vary based on the ad style you choose, just like with Google. But, once you choose an ad style and gather your assets, all you need is a budget and a Bing Ads account to launch your campaign.

Advertising on Bing means you’re also going to be advertising on Yahoo, AOL and other partnering sites. This allows you to find users you’d be missing if you only run Google Ad campaigns.

And yes, Google’s search traffic outranks Bing. But being the leader in search engine traffic means you have many more advertisers competing for keywords and visibility. With Bing, your search volume will be smaller, but with less competition, there are more chances for your campaigns to perform successfully.

Plus, Bing can be easier on your wallet. Less advertisers on Bing means you’ll get more bang for your buck from your campaign. Reports by Search Engine People have shown that the average CPC (cost-per-click) for a Bing Ad is 70% less compared to Google Ads.