Bing Ads
📚BasicsMicrosoft's PPC platform, renamed to Microsoft Advertising in 2019, serving ads on Bing, Yahoo, and DuckDuckGo search.
Aliases: Microsoft Ads · Microsoft Advertising
What it is
Bing Ads, now Microsoft Ads, is Google's biggest search competitor and serves ads across Bing, Yahoo, and DuckDuckGo search. It covers 7-12% of desktop search in the UK and US, CPCs run consistently 30-50% lower than Google's due to less competition among advertisers, and the audience skews older with higher disposable income.
My take
For clients selling into the UK, US, or German market I run Microsoft Ads alongside Google Ads at around 15% of total budget, but I don't recommend it to clients selling only in Serbia since Bing holds just about 2% of that market.
Example
A client spending £3,500 a month on Google Ads gets a Microsoft Ads test budget of 10-15% of that, so £350 to £500. Enough for measurable data, without putting Google performance at risk.
Related terms