Bing Ads: An Introduction

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When you want to search for something on the internet, the first thought must be Google. There is nothing wrong with that. Google currently dominates the search engine market in the world. Google is often used by business owners or digital marketers for it’s marketing tool, Google Ads. But, did you know that Google isn’t the only search engine with a marketing tool?

The second most popular search engine after Google is Bing. Are you familiar with it? Although it’s not as popular, it doesn’t mean that Bing can’t provide you with proper marketing tools like Google. Bing search engine also has a marketing tool called Bing Ads or Bing Search Ads. Before discussing any further, let’s start by getting to know what Bing Ads are.

Girl thinking about Bing Ads

Source: Pexels

What are Bing Ads?

As you know, Bing is a search engine owned by Microsoft and works similarly to Google. According to research by Statista, Bing owns 7.2 % of the world's desktop search engine market share, and is growing steadily. In advertising on Bing, Microsoft also provides a tool for advertising recently called Microsoft Ads which was previously called Bing Ads, and people are still more familiar with that name. So, for the purpose of this discussion we will refer  to Microsoft Ads as Bing Ads.

Bing Ads have a similar function to Google Ads. It can help you build pay-per-click campaigns to find relevant users, increase brand awareness, and boost conversions. Because of Google’s dominance, advertisers who advertise there will have many competitors. Keeping that in mind, you can try Bing Ads where there are fewer competitors and have a lower cost. So, what can Bing Ads offer?

Perks of Bing Ads

Bing Ads' users are often more engaged. Its ad center also serves native advertising on Outlook, Fox Business, CBS Sports, MSN, and Microsoft Edge. This allows you to find users you’d be missing if you only run Google Ads. Most people also use Windows OS with over 1 billion users. It will direct a lot of traffic through Cortana and the search bar of the computer screen. That's easy and reliable traffic right there!

If you're using Google Ads and want to migrate to Bing, there's an import feature that you can use. Bing automatically converts your Google Ads into Bing Ads. You can import all Google Ads and let Bing update itself. This includes customizing daily, weekly, and monthly reports.

Talking about data, Bing Ads have an audience with numerous statistics. On the global market, it has 14.5 billions of monthly pc searches, 687 millions of unique PC users, and a 14.5% PC market share. Also here are some important notes about Bing user demographics:

1. The Average user is 45 years old. It means more spending power.

2. Half of the users around 55% use Bing for Product Research

3. 53% of users are married.

4. 58% of users have children living in their homes.

Bing also distributes ads throughout Yahoo and AOL, which are syndicated search partner sites.

Disadvantages of Bing Ads

Bing’s smaller market share (7.2% worldwide) allows it to have a more competitive price. However, this means that you are also missing out on a larger audience from other internet search engines. The large market gap that Bing has with Google (86.16%) makes Bing have less familiarity and traffic.

Bing Ads for shopping campaigns are also only available in 18 countries (Australia, Austria, Belgium, Canada, Denmark, Finland, France, Germany, India, Ireland, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, the United Kingdom, and the United States). This is  less what is offered by Google Ads shopping campaigns.


Being an advertiser means you must look for more opportunities to grow. Bing Ads is a great platform to choose from, despite the disadvantages. Every platform has its own advantages and disadvantages. Selecting a search engine is vital in determining where you’ll spend more of your marketing budget and bringing traffic to your websites requires more than just choosing a search engine.

If you want your website to appear towards the top of search results, it must be properly optimized. Pixie Digital is a digital marketing agency based in Bali with experts that can help you to optimize your business. Let us do the magic!