Have you heard of Bing Ads? Here’s what you should know

Rita Amaral
September 15, 2021


Google is a big part of the internet and, consequently, of people’s lives. It has even become a verb — when you say you are “googling” something, you are simply searching for something online, but Google became so important it reached that status.

Nevertheless, Google isn’t the only online search engine — you can also use Bing.

Bing isn’t the world’s largest search engine, but make no mistake: people use this Microsoft tool every day to search online — and if people are using it to search, companies can use it for advertising their products.

Through Microsoft Advertising, you can showcase your company to millions of users worldwide — that’s a big opportunity for small businesses. For a small fee, you can use a different search engine for advertising your products and services.

What is Bing?

Bing is Microsoft’s search engine and a direct competitor to Google. Sure, Google’s numbers are impressive but don’t dismiss Bing just yet.

According to the company stats, it generates more than 15 million PC searches globally per month. Here are some other impressive numbers:

  • Bing users spend 36% more when online shopping from their desktop computers than the average internet searcher.
  • Nearly 35% of all online searches in the US are done on Bing.
  • 137 million people use the search engine.
  • Bing searches span all ages, interests and demographics that Google Ads campaigns cannot reach because the searches happen outside the Google search engine.

These stats represent 46 million potential daily searches that can integrate advertising from your company. So, as you can see, there’s a whole “new” audience open to receiving your message and products.

How does it work?

Bing Ads work just like the Google search engine and Google Ads. People enter search terms (keywords) on any given topic. If the keywords in your ad match a search, your ad appears next to or above search results on Bing.

You have an exclusive platform where you can configure your ad so people can visit your site, call you or visit your space.

Essentially, you can take your Google campaign strategy and copy it to Bing, making your message accessible to millions of users worldwide. Bear in mind that Bing is popular in the US, UK, Australia, Germany, and many other wealthier markets for you to explore.

With Bing Ads, you are also advertising on MSN and Yahoo, showcasing your products to different audiences with interests that can relate to your brand and business.

Why use Bing Ads?

There are many advantages to using Bing in your marketing strategy.
If you already have success with Google Ads, you can migrate your messages to Bing.

Remember that someone using Bing won’t receive the ads you are creating on the Google Ads platform. Therefore, you have a new audience to explore and see whether there are potential clients for you.

The Bing Ads platform lets you import Google campaigns so that you can have the same ads on different platforms for a fraction of the work — same ads, different audiences, more chances of being seen.

Adding another network to your online advertising strategy can be helpful if you feel you are saturating your market.

Despite this, you should never exhaust your options and should continually optimise your campaigns to check if they are running according to your goals.

Another advantage of Bing is that you can have a lower cost-per-click, meaning that, in the long run, you can have a higher ROI — more results with less money because there’s less competition.

What can I do in Bing Ads?

The platform is very similar to Google Ads. You create a campaign targeting a group of keywords, and when users search for those specific phrases, your ad bids on a chance to show up in one of the top sponsored placements for maximum visibility.

If you are importing Google Ads campaigns, review your budget and bid strategy before starting a campaign — competitive bids help your ad stay in a strong position to get more potential clicks.

Bing Ads platform comes with a toolkit that helps you expand your target according to location and devices and decide which keywords to bid on.
In terms of goals, you can pick campaigns to get:

  • Visits to my website
  • Visits to my business location(s)
  • Conversions in my website
  • Phone calls to my business
  • Dynamic search ads
  • Sell products from your catalogue

Then just follow all the steps: choose the right goal for you, the audience, the keywords and the copy. These are all key to tracking ROI.

Tips to get started

If you are just starting in Bing Ads and already have some experience with Google Ads, you can apply most of that knowledge to the platform. Nevertheless, keep in mind these steps to start running optimal campaigns:

  • Choose the right keywords — look for search terms that your potential users may use and put them in the ad copy — use customer’s most popular search terms in your ad titles and text.
  • Add a unique selling point — what makes your product different? Be creative and clear to catch users’ attention
  • Be specific. For example, offering bid discounts is different from 50% off — the clearer you are, the better.


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