Microsoft Advertising
Microsoft Advertising
Microsoft's ad platform, which runs search ads on Bing and partner search sites and audience ads across Microsoft properties and partners.
What it is
It was called Bing Ads. Its search network is smaller than Google's and reaches a partly different audience.
Why it matters
For lead generation and e-commerceIt reaches searchers Google does not, often at lower competition, and offers LinkedIn profile targeting.
In practice
Many advertisers import their Google campaigns and then adjust bids and keywords for the different audience.
A common mistake
Importing from Google and never looking again, so the campaigns drift from what works on Bing.
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