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Exploring the Basics of Bing Advertising: What It is and Why It Matters

In the world of online advertising, Google AdWords has been reigning supreme for years. However, with over 63 million unique searchers in the United States, Bing’s market share cannot be ignored. Bing Advertising is a self-service advertising platform that can help businesses reach relevant audiences. In this post, we’ll give you an ultimate guide to everything you need to know about Bing Advertising.


Bing Advertising allows advertisers to place ads on Bing’s search engine result pages and partner sites, such as Yahoo and AOL. It is a PPC (pay-per-click) model where advertisers bid on keywords or phrases relevant to their products or services. Ads are displayed to searchers who use those keywords on Bing or its partner sites.

Why use Bing Advertising:

With Bing Advertising, you can reach over 63 million unique searchers in the United States alone. Bing users are often older, more affluent, and more likely to have children than Google searchers. This audience has a higher propensity to spend money and often has different search habits from Google users. Bing Advertising can help you target specific demographics and increase your chances of reaching new customers.

Why is it important:

Bing Advertising provides an alternative to Google AdWords. By advertising on Bing, you can diversify your PPC advertising strategy and reach audiences that are less competitive and often more valuable. Bing also has a lower CPC (cost-per-click) compared to Google, which means you can get more clicks for the same budget.

How does it work:

Bing Advertising works similarly to Google AdWords. Advertisers select keywords or phrases relevant to their business, set a bid amount, and create ad copy. Bing then displays the ads at the top and bottom of the search engine result pages. The ads are also shown on partner sites of Bing such as Yahoo and AOL. Your ad’s position and visibility depend on your bid amount, relevance of ad copy, and landing page quality.


Here are some companies that have used Bing Advertising to their advantage:

1) Priceline increased its ROAS (return on advertising spend) by 64% while reaching a broader audience through Bing Advertising.
2) DISH increased its conversions by 22% with a 30% lower CPA (cost-per-action) by advertising on Bing.
3) UK-based fashion retailer Missguided increased its revenue by 203% with Bing Ads.

Common Questions and answers:

How do I know if Bing Advertising is right for me?

Bing Advertising may be right for you if you’re looking for lower CPC, specific demographics, and less competition. If you’re already running PPC campaigns on Google AdWords, we recommend diversifying your advertising channels.

How do I get started with Bing Advertising?

You can sign up for Bing Ads via their website, create an account, and start creating campaigns. You’ll need to have a billing method set up before your ads can start running.

Can my ads show on both Google and Bing?

No, Bing and Google have their own advertising platforms. Your ads can only show on Bing advertising if you choose to advertise with them.

Bing Advertising is a valuable advertising platform that shouldn’t be overlooked. With millions of users, lower CPCs, and specific demographics, advertising on Bing can help increase your ROI. Whether you’re new to advertising or looking to diversify your channels, Bing Ads is a great option to consider.