A Bing Ads was formerly known as Microsoft adCenter and MSN adCenter before Microsoft’s search engine was renamed and rebranded to Bing in 2009. Bing Ads is to Bing what Google AdWords is to Google. It is the PPC (pay per click) advertising platform for advertisers to advertise within both the Bing and Yahoo! search engines.
Even though Bing and Yahoo! aren’t nearly as popular as King of Search Google, people are still actively searching on these sites which makes Bing Ads worth taking a look at for advertisers. In fact, depending on the niche it might even make more sense to invest in Bing ads as opposed to Google AdWords. Because Bing is the less popular search engine, advertising on Bing may be less expensive depending on the keywords that you are looking to target.
Like Google, Bing ranks both organic and paid search listings. The organic listings are where sites that have been properly optimized and take part in search engine friendly SEO tactics like white hat link building, content marketing, and social media are listed. Because it can take time to rank organically within a search result in Bing or Yahoo! Bing Ads is another option for website owners.
Advertisers on Bing Ads outline what they are willing to pay for a keyword and Bing Ads uses the maximum amount and advertiser is willing to pay per click (PPC) on their ad and the advertisement’s click-through rate (CTR) to determine how frequently an advertisement is shown. Advertisers can restrict their ads to a particular demographic and increase the bid when the ad is seen by a search engine user of a certain demographic. Bing Ads advertisers can run their ads on specific days of the week or certain times of the day.
If your target demographic are active Bing or Yahoo! users a Bing Ads campaign can be very beneficial for a short term promotion or sale. It’s recommended to utilize a combination of SEO and PPC when entering into the search marketing space. Since PPC has a more immediate impact, PPC can assist with brand visibility initially as you work towards improving the organic listing of your website. Once a Bing or Yahoo! organic listing improves, you can begin to scale back on PPC through Bing Ads.