clock 5min read

April 15, 2025

Adcore Marketing Team

How Does Bing Ads Work? The Complete Guide to Microsoft Advertising

Ad Platforms Microsoft Ads

If you’re only advertising on Google, you’re missing out. Microsoft Advertising (formerly Bing Ads) gives you access to a whole new world of highly engaged users and lower competition. Whether you’re running a small business or managing large-scale digital campaigns, learning how Bing Ads work can be a game-changer.

“Bing captures over 36% of the U.S. desktop search market, making Microsoft Ads a hidden gem for savvy marketers.” — Search Engine Journal

In this article, we’ll break down everything you need to know: what is Bing Ads, how it works, why it’s worth it, and how to create your first campaign.

What is Bing Ads (Microsoft Advertising)?

Bing Ads, now known as Microsoft Advertising, is Microsoft’s online advertising platform. It allows businesses to place ads on the Bing search engine, Yahoo, and AOL, as well as across the Microsoft Audience Network, which includes MSN, Outlook.com, and partner websites.

Microsoft Ads operate similarly to Google Ads. You bid on keywords, write ad copy, and your ads appear in search results or native placements based on targeting settings.

Platforms You Can Reach with Microsoft Advertising:

Bing Search
Yahoo Search
AOL Search
Microsoft Edge homepage
Outlook.com
MSN
Windows apps
Xbox

This multi-platform reach allows Microsoft Ads to capture over 1 billion monthly unique visitors globally, reaching consumers in a wide range of contexts.

Why Use Bing Ads? Benefits and Key Stats

Microsoft Advertising (a.k.a. Bing Ads) offers a range of benefits that can drive strong ROI:

1. Lower Cost Per Click (CPC)

Because there’s less competition on Bing compared to Google, advertisers often enjoy 35% lower CPC on average. This means you can stretch your ad budget further, especially in competitive industries.

2. Higher Demographic Quality

According to Microsoft, over 70% of its audience is 35+, with above-average income levels. Many are professionals who use Microsoft-powered devices at work and home.

3. Expanded Reach

Bing Ads reaches over 724 million users globally, many of whom don’t use Google as their primary search engine. That’s a massive untapped audience.

4. Cross-Device Targeting

With integrations into Windows, Xbox, and Microsoft Edge, you can reach users on desktops, tablets, mobile, and even smart TVs.

5. Import and Go

You can import your Google Ads campaigns into Bing Ads with just a few clicks, saving you time and helping you scale quickly.

“Microsoft Advertising allows us to tap into a premium audience across multiple touchpoints, driving higher engagement at a lower cost.” — Digital Strategist, Adcore

Unique Features of Microsoft Ads

Let’s explore some stand-out features that differentiate Bing Ads from other PPC platforms:

1. LinkedIn Profile Targeting

Exclusively available on Microsoft Ads, you can target users by their job title, company, or industry using LinkedIn data. This is ideal for B2B campaigns.

Tip: Combine LinkedIn profile targeting with remarketing lists for even more precision. Google Ads does not offer LinkedIn integration, making this a unique advantage for account-based marketing.

2. In-Market Audiences

Reach users actively researching or intending to purchase within a product category, based on browsing behavior. Microsoft continuously updates these audiences.

Tip: Test multiple in-market audiences to find the best converting segments. Similar to Google’s in-market segments, but Microsoft’s tend to have less competition.

3. Action Extensions

Add CTAs directly in your ad like “Subscribe,” “Download Now,” or “Contact Us.” These increase interaction and CTR.

Tip: Action Extensions are more prominent in Microsoft Ads than in Google, making them ideal for improving visibility.

4. Multimedia Ads

Rich visual ads that combine text, images, and video, shown at the top of Bing SERPs. These deliver higher visibility and engagement.

5. Responsive Search Ads (RSAs)

Microsoft Ads support RSAs, allowing you to enter multiple headlines and descriptions. The system tests combinations automatically to improve performance.

6. Microsoft Audience Network

Native advertising placements on premium websites like MSN and Outlook. These display ads can be highly effective for brand awareness. Google’s counterpart is the Display Network, but Microsoft emphasizes editorial quality more strictly.

How to Create a Microsoft Ads Account

Getting started is easy. Here’s a step-by-step guide:

Step 1: Sign Up

Visit ads.microsoft.com
Click “Sign up now”
Choose to import from Google Ads or start fresh

Step 2: Add Your Business Details

Set up time zone and currency
Enter business name and website URL

Step 3: Set Up Billing

Add payment method (credit card, PayPal, or invoice)
Choose manual or automatic payments

Step 4: Verify Your Account

Microsoft may request verification via email or phone
Verify your domain with the UET tag (for advanced features)

Pro Tip:

If you’re eligible, you can receive up to $500 in ad credit through Couponer to get started. Just link your Microsoft Ads account and redeem your bonus—no strings attached. The process takes under 5 minutes and is a great way to test campaigns without risk.

Summary

Bing Ads – now Microsoft Advertising – offers a goldmine of opportunity for advertisers who know how to use it. With lower CPCs, less competition, and powerful features like LinkedIn targeting, it’s time to stop thinking of Microsoft Ads as “secondary” and start seeing it as a core part of your strategy.

If you want to:

Lower your cost per lead
Diversify your traffic sources
Reach high-income demographics

Then Microsoft Advertising could be your secret weapon.

Pro Tip: Test Bing Ads alongside your Google campaigns to compare performance. You may be surprised by the ROI.

Claim Your $500 Microsoft Ads Coupon

If you’re ready to get started, don’t forget to grab your free $500 ad credit through Couponer.app. It’s a fast and risk-free way to experiment with Microsoft Advertising:

Sign in with your Microsoft Ads account
Link your account to Couponer
Instantly redeem your $500 credit

Whether you’re launching your first campaign or scaling an existing one, this bonus gives you a head start. Try it today and maximize your reach on Microsoft’s powerful advertising platform.