SEO Glossary: Bing Ads - Everything you need to know!

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In a nutshell: What are Bing Ads?

Bing Ads offers the possibility of placing online advertisements through the networks of the Bing and Yahoo! search engines. They are an alternative to the well-known GOOGLE ADS system and are charged per click on an ad.

What are Bing Ads?

Although in many places the traffic network is still known as Bing Ads, it has since been renamed "Microsoft Advertising". Bing Ads stands for the placement of paid advertising in the so-called Microsoft Search Network. This means 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 ads are customizable to reach its desired target audience. This gives companies with their online marketing strategies the opportunity to implement targeted marketing campaigns.

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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.

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Conclusion about Bing Ads

Bing Ads offers the possibility to place target group-specific advertisements. A distinction is made between content ads and search ads. The ads are placed in the company's own search engines, but also on partner sites. Small and medium-sized companies are given the opportunity here to generate more reach and traffic in the long term.

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