Microsoft Advertising
Microsoft search ads
Microsoft's keyword-based text ads on Bing and its partner search sites, built and bought much like Google Search ads.
What it is
They work like Google Search ads: keywords, match types, responsive search ads and assets.
Why it matters
For lead generation and e-commerceThey add searchers Google does not reach, and can be cheaper per click.
In practice
Read results separately from Google, adjust bids for the audience, and keep negative keywords in sync.
A common mistake
Assuming Google results carry over unchanged. The audience and competition differ.