Essentially, Bing Ads is Microsoft’s version of Google AdWords. In the same way that Google AdWords allows you to run ads on the Google search network and Google’s partner networks, Bing Ads allows you to run ads on both the Bing search network and it’s partner networks (Yahoo and AOL—yes, people still use these).

Example of Bing written advert
Display advert example with blue and black lines

Bing Ads Placement

 Your ad position is based on several things, including:

1. How closely your ad and website fit with the terms that are searched (relevance).

2. How your bid compares to other bids in the Microsoft Advertising auction.

3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate).

The stronger you are in these areas, the better your chances of winning the top ad position.

Why use Bing Ads?

  • 36% more money spent on Bing Ads by users shopping online.
  • 137 million people using Bing Search and that’s just going to continue to rise!
  • 6 Billion searches made on the platform every month.
Bing advert example
Microsoft vs google logos

Bing Ads vs Google Ads

  • Cost Per Click: Bing has a different pricing structure to Google, so be sure to test ads on both platforms to see which is cheapest.
  • Control: If you’re targeting different time zones or you want to place your ads in front of a specific demographic, then Bing has the tools to make this much easier to do.
  • Less competition: With Google being the worlds largest search engine by a long shot, Bing has much less competition. This is great for making more affordable ads that place higher on the search results in comparison to Google.
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Searches Every Month

3 minutes 14 seconds

Spent on Bing on average each day.


Share of the worldwide search engine market.

238 countries

Can use Bing Search Engine.


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