How it works
Microsoft Advertising works much like Google Ads: you choose keywords, write ads, set a budget and bids, and pay per click. Ads are ranked in an auction based on bids and ad quality, and you can import your Google Ads campaigns in a few clicks.
Why advertise on Bing
- Bing is the second-largest search engine in many countries, especially on desktop computers.
- There is usually less competition, so clicks can cost less than on Google.
- Its audience tends to be older and includes many business users of Windows and Microsoft 365.
- You can target people by LinkedIn profile data, such as company, industry and job function.
Its audience is smaller than Google’s, so most advertisers run Microsoft Advertising alongside Google Ads rather than instead of it.