Microsoft Bing Ads – Place ads on Bing

Place Bing Ads and why Bing advertising is part of the SEA strategy

Many companies use Google AdWords (new: Ads) for their advertising. But also the topic Bing Ads from Microsoft may be of interest to you. Although Google is still the market leader among the search engines, the Bing search engine brings along about 12 percent market share clearly and is becoming more and more important. Bing can score points with a high visitor quality in the B2B area and low click prices with sometimes only 1/3 of Google. Therefore you should Bing advertising At her SEA strategy (search engine advertising) must be taken into account.

We are official Microsoft Ads Partner (Bing Ads):

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Please note: This article is particularly detailed because Bing advertising has enormous potential and is often ignored!
Read in and let us advise you!

Bing Ads vs. Google AdWords – the comparison

essentially are Bing Ads and Google AdWords not very different since they work with similar tools. Creating a Bing account is a quick affair. The structure of the Bing account is very similar to that of a Google AdWords account, which makes importing very easy. So there are no high costs for the creation of yours Bing Ads.

The big difference, however, is the range. Google is still the largest search engine and you also have the option of display advertising. Still, you should use the advertisements Bing Ads try it out, because you can reach a target group cheaply, which, for example, rejects Google as a search engine. More and more people are rejecting Google's market power and are therefore using alternative search engines.

What is the reason for the high market share?
For example, Bing is at the Internet browser Microsoft Edge (formerly Internet Explorer) and the e-mail provider Yahoo and default search engine set. The voice controlled software Cortana searches via Bing and almost all Microsoft devices use the Bing search engine by default. That is sometimes the reason why Bing in B2B is so strong because new computers usually only have Edge or the old IE installed and this can only be changed by IT. The search bar in Windows at the bottom left also only uses Bing.

According to Microsoft, the people who use Bing as a search engine are a very affluent target group. You should not miss this opportunity. Below we show you the most important facts that it is for successful Bing advertising to consider.

Why Bing Ads are very important for your SEA strategy

If you search engine advertising want to switch, then are Bing Ads the right choice for you. Should you advertise online internationally, Bing is an absolute must. Google only has the market advantage in Germany and Europe, in other countries the Microsoft search engine Bing and Yahoo are ahead by a nose. Especially in the USA and Canada, these are used preferentially. Therefore, an internationally active online shop should also Bing Ads and another advertising channel for his SEA strategy use.

With special analysis tools, the reactions of potential customers can be understood and Advertising with Bing Ads just try it out. Test the behavior of your target audience and adjust yours Bing Ads campaigns

So Bing Ads isn't just about wider reach, an older and higher-income audience, less competition, a lower CPC, and potentially better ROI. Other advantages come into play.

Benefits of Bing Microsoft advertising

Benefit from the numerous advantages that Bing Ads offer you:

  • Due to Bing's small market share, the Click prices are much lower than Google AdWords. You can thus add another channel to your online marketing with little money and help your company to achieve greater growth.
  • Ads can be placed not only on the Microsoft search engine Bing, but also in the complete Bing network, which also owns AOL and Yahoo. Many use this as an email provider, which offers an excellent place for your advertising. In this way, you can reach your target group simply and easily.
  • With Bing Ads you can easily make your increase range, because Bing is the search engine with the greatest growth. with yours keyword-targeted ads you can reach an estimated 11 million potential customers.

Tips for Bing advertising

There are a few things to consider when creating and running Bing Ads:

  • Do not simply take over the entire AdWords ad, but adapt it to the user behavior of Bing users. The level of competition and the costs are lower, which is why manual changes should be made.
  • Bing has a different budget setting than Google AdWords. Google can exceed your maximum budget by up to 50% if Google considers additional conversions to be very likely. at Bing Ads you can fund the account in advance, or pay monthly for the clicks.
  • Auch bei Bing Ads you have the option of placing shopping ads to present your products in an appealing way.

What we can offer you as a Bing Ads agency for professional search engine advertising:

  1. Consulting and strategy development for Bing Ads + Google
  2. Optimization of existing accounts, campaigns and ads
  3. Create new Bing Ads and Bing Shopping Merchant Feeds
  4. Generation of text ads, DSA campaigns and automatic product ads
  5. Management of campaigns over a longer period of time
  6. Monitoring and adjustment of budget and advertising periods

The special thing is that we not only look at the advertising, but also look beyond the horizon and always look at the overall project.

Request SEA advice now or Book a phone appointment

Current offer: Free SEA analysis!

Our SEA packages for Google AdWords / Bing Ads with a fair cost structure

Locally visible
Become a local hero in your region now through targeted placement of Google AdWords and reach your potential customers! The regional limitation down to postcode level and the expert settings of the campaigns by us ensure highly qualified visitors and genuine prospects on your website!
monthly + advertising budget
✔ 1-2 campaign
✔ Keyword research
✔ Ad Extensions: All (Call, Sitelinks, Location, Callout, Snippet, Rating)
✔ Basic tracking with GA (Google Analytics)
✔ Reporting: Simple monthly clear report
✔ Internet site check (SEO, performance)
✔ Particularly fast response + processing times 4-24 hours (weekdays)
✔ All data belongs to you = we work in your account!
Display advertising (banners, video ads, etc.)
For eCommerce / Shops
Do you want more success with your online shop? Then become an eCommerce star with us. Through a combination of targeted Google AdWords search ads, Google Shopping campaigns and an exclusive retargeting strategy, we attract potential customers to your shop, who buy and become long-term customers!
monthly + advertising budget
✔ up to 5 campaigns (including shopping)
✔ Google Shopping Feed for customized professional shopping campaigns
✔ Keyword Research + Long Tail
✔ Ad Extensions: All (Call, Sitelinks, Location, Call-Out, Snippet, Review) + Price Extension
✔ Ecommerce Tracking + Goal Funnel with GA (Google Analytics)
✔ Reporting/report: evaluation + transparent sales evaluation + hints / tips
✔ Internet site check (SEO, performance)
✔ Particularly fast response + processing times 4-24 hours (weekdays)
✔ All data belongs to you = we work in your account!
Display advertising (banners, video ads, etc.)
For strong growth
Let our experts take your existing Google AdWords account to a new level. Targeted optimization gets more out of your advertising budget and the budget is used in the right places! This is how online advertising is fun and brings you the most success - regardless of the industry, target group, service or shop area.
from 1.890
monthly + advertising budget
✔ unlimited campaigns + unlimited feeds
✔ Elaborate keyword research with various tools and interfaces
✔ Ad Extensions: All (Call, Sitelinks, Location, Call-Out, Snippet, Review) + Price Extension
✔ Extra Advanced Tracking with GA (Google Analytics)
✔ Individual reports and reporting according to customer requirements + hints / tips
✔ Internet site check (SEO, performance) + personal telephone support
✔ Remarketing
✔ Display advertising (banners, video ads, etc.)
✔ Particularly fast response + processing times 4-24 hours (weekdays)
✔ All data belongs to you = we work in your account!

Please also note our Remarketing Packages.

Looking for the right keywords for the search engine?
We also offer Keyword research and analysis

Let's work together to make yours Position advertising optimally on Bing Ads. Use that additional traffic who offers you Bing. Particularly suitable for smaller companies Bing Ads due to the lower costs

Therefore, use Bing as a useful addition to your Google ads!

We own one years of experience in the creation of Bing Ads. Feel free to contact us for a non-binding consultation and together we will find the best one SEA strategy for your company, whether you are interested in B2C or B2B!

Thorben Buks

Questions about SEA and Bing Ads? Your personal advisor:


Thorben Buks

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Google Ads consists of two advertising networks:

  • The search network: Advertisers create text ads that appear on the search engine results page (SERP) (example below)
  • Display Network: Advertisers create display ads that appear on a variety of websites across the internet

Bing, on the other hand, has 3 search engines – Bing, Yahoo and AOL.

So if you advertise on one platform, your ad will actually appear on all three. This opens up campaigns for searchers across all Bing, Yahoo, and AOL owned and operated sites, as well as various partner sites.

In addition to increased visibility, Bing enables advertisers to reach older and more educated audiences.

What Bing lacks in volume, it certainly makes up for in performance. With Bing PPC, businesses have far less competition for advertisers. So clicks are cheaper and advertisers get more for their dollar. In fact, the average cost per click on Bing ads can be as much as 70% lower compared to AdWords.

However, when comparing costs for each ad platform, keep in mind that Bing and Google don't always get the same traffic.

History of Bing Ads (Microsoft Ads)

The beginning of Bing Ads was in 2006, much later than Google started with it. Microsoft created its own advertising network. It was called MSN adCenter and worked with Yahoo. However, this cooperation ended at the end of 2006 and Microsoft continued on its own. Microsoft continued to expand its SEA knowledge and only worked with its own search engine MSN. In 2010 Microsoft founded the Microsoft Search Alliance, a renewed cooperation with Yahoo. This exists to this day and was in 2012 in Yahoo! BingNetwork renamed what to today Bing Ads led.

functions and tools

Bing Ads offer a variety of tools to optimize your advertising measures. The management of your SEA campaigns done via the editor. This is a desktop tool that allows you to Campaigns and your Keywords can change. With Google, such changes can only be made online, with Bing there is another desktop tool with Microsoft Advertising Intelligence to be able to adjust your keywords offline as well. Up to 200.000 keywords can be stored for this.

Each campaign in turn consists of different ad groups. You can now store numerous texts and keywords for this display group.

Especially for Windows users, the Operation very easy be. The ad can be previewed from the Bing Ads account.

After creating a Bing Ads account, the platform offers advertisers the option to import their existing Google AdWords campaigns directly into Bing Ads. With just a few clicks, your campaign is up and running without having to create everything from scratch. ads off Google AdWords are therefore easy import, but there are a few things to note (see below Tips).

Prices for Bing Ads depend on the competitive strength and the quality of the keywords. Popular keywords therefore cost more to appear higher in the search engine. Billing takes place CPC basis (cost per click), so you only pay if the interested party clicks on the ad. You can set the price for a click as you wish, until you have reached your desired position in the search engine.

There are also various targeting options, such as switching by geographic or time-related criteria. In this way, the ads can be controlled more specifically according to the desired targeting criteria.

Higher engagement and conversion rates

Bing users who click PPC ads tend to be more engaged with the post-click websites and landing pages they are sent to. They also convert at much higher rates. The aforementioned Search Engine People study found that in the automotive industry, users converted at 10% to 56% higher conversion rates than Google ads.

Improved device targeting

For Bing Ads, Google AdWords outperformed device targeting because targeting to mobile ads with AdWords can be limited. Bing allows advertisers to target specific audiences based on their device type and operating system. It also offers the option of not showing campaign ads on desktops if you only want to target mobile users.

Increased control over ad groups

Bing offers more granular targeting at the ad group level. While Google allows advertisers to set their network, location, language, ad scheduling, and ad rotation settings at the campaign level, ad groups are limited to their campaign-level settings. With Bing Ads, customizations can also be made at the ad group level. Bing also allows advertisers to assign different ad campaigns to different time zones -- a feature AdWords doesn't offer.

Bing Ads Remarketing & Retargeting

With the exception of display advertising in the partner network, retargeting with the appropriate remarketing strategy is just as possible as with Google Ads.

More transparency

Bing is completely transparent when disclosing details about its search partners, allowing advertisers to see exactly where their traffic is coming from. The platform provides detailed reports on each search partner's performance in a campaign, including details on all metrics, from impressions to conversions.

Your Bing Ads agency for SEA from Cologne & Munich for tailor-made search engine advertising

Let's work together to find a sensible framework for your advertising budget. Save yourself expensive experiences and outperform the competition with a lower budget and a high quality factor.

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