SEO Glossary: Bing Ads

 

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.

 

Furthermore, once an ad has been created, it is placed not only on Bing, but also on popular 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.

 

 

How do Bing Ads work?

After prospective customers and companies have created an account on Bing Ads, they can create their first ad. Various types of ads are available. Basically, a 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 other differences as well:

Search ads

 

• Appear exclusively in the search engine results of Bing and Yahoo!
• Bids are given on individual keywords
• Search ads are based on the user's search query

 

Content displays

 

• Appearance 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 have no possibility to select 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.

 

So if advertisers want to be displayed higher up in the search engines, these points must be taken into account:

 

• How high is the bid for a particular search term? This involves a comparison with the competition
• How high is the Click Through Rate (CTR)? So how often was an ad clicked?
• How close is the match between the ad and the keyword and the content of the website?

 

Who are Bing Ads interesting for?

In the long term, they can use this to generate new potential prospects and new customers at the same time.

 

Bing Ads is particularly interesting for companies that trade internationally, as the market share outside of Germany is larger here. Another important point is that many company computers work with Windows as standard and the Bing search engine is preset there. Employees therefore use the search engine to find relevant results.

 

If small to medium-sized companies want to advertise cheaply, Bing Ads is a good alternative to the Google Ads network.