In a nutshell: What are Bing Ads?
Bing Ads offers the opportunity to place online advertising via the Bing and Yahoo! search engine networks. They are an alternative to the well-known GOOGLE ADS system system and are charged per click on an ad.
What are Bing Ads?
Even though the traffic network is still known as Bing Ads in many places, it has now been renamed "Microsoft Advertising". Bing Ads stands for the placement of paid advertising in the so-called Microsoft Search Network. In other words, on all associated search engines and partner sites that Microsoft manages.
Once an ad has been created, it is not only displayed on Bing, but also on well-known sites such as Yahoo!, AOL and MSN.
If desired, the advertisements can be customized to reach the desired target group. This gives companies the opportunity to implement targeted marketing campaigns with their online marketing strategies.
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How do Bing Ads work?
Once interested parties and companies have created an account on Bing Ads, they can create their first ad. Various ad formats are available. A basic distinction must be made between search ads and content ads. Among other things, the two ad types differ in the platform on which they are published.
But there are also other differences:
Want ads
- Appear exclusively in the search engine results of Bing and Yahoo!
- Bids are placed on individual keywords
- Search ads are based on the user's search query
Content displays
- Appear on the partner pages of the Microsoft Audience Network
- Bids are placed on keywords, website and network placements
- Content ads are based on the content (type of websites) that a user opens
- Companies do not have the option of selecting targeted advertising platforms
Bing Ads uses pay-per-click (CPC). This means that advertisers only pay when a user has clicked on an ad.
Depending on the competition, the quality of the keywords and the quality of the ad and the CTR, the price is determined and therefore varies.
If advertisers want to be displayed higher up in the search engines, it is important to pay attention to these points:
- How high is the bid for a specific search term? This involves a comparison with the competition
- How high is the Click Through Rate (CTR)? In other words, how often was an ad clicked on?
- How well do the ad and the keyword match the content of the website?
For whom are Bing Ads interesting?
In the long term, you can generate new potential prospects and new customers at the same time.
Bing Ads is particularly interesting for international companies, as the market share outside Germany is larger. Another important point is that many company computers work with Windows by default and the Bing search engine is preset there. Employees therefore use the search engine to find relevant results.
Bing Ads is a good alternative to the Google Ads network if small to medium-sized companies want to advertise cheaply.
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Conclusion: What are Bing Ads?
Bing Ads offers the option of placing target group-specific advertisements. A distinction is made between content ads and search ads. The ads are placed in our own search engines, but also on partner sites. This gives small and medium-sized companies the opportunity to generate more reach and traffic in the long term.
