Software: Microsoft Advertising

Category: Search & Audience Advertising Platform

Primary Use: Paid search ads on Bing and Microsoft network, audience advertising, shopping campaigns

Developer: Microsoft Corporation

Starting Price: No platform fee; pay-per-click (PPC) bidding model

Free Trial/Plan: No subscription required (advertisers pay per click)

Platform: Web-based (cloud)

Official Website: ads.microsoft.com

Microsoft Advertising is a cloud-based digital advertising platform that allows businesses to run paid search and display campaigns across the Microsoft Search Network, including Bing, Yahoo (in select regions), and partner sites.

What Is Microsoft Advertising?

Microsoft Advertising is a PPC advertising platform formerly known as Bing Ads. It enables advertisers to create search campaigns that appear in Microsoft’s search engine results and audience network placements.

The platform supports keyword-based bidding and audience targeting to deliver ads to users searching for specific terms.

Microsoft Advertising operates entirely online and integrates with analytics and conversion tracking tools.

Who Uses Microsoft Advertising?

Microsoft Advertising is commonly used by small businesses, ecommerce brands, digital marketers, agencies, and enterprise advertisers. It is particularly suited for businesses seeking additional search engine reach beyond Google Ads.

Retailers use Microsoft Advertising to promote products through shopping campaigns. B2B advertisers use it to target professional audiences. Agencies use it to manage multi-client PPC accounts.

Core Features

Microsoft Advertising provides keyword-based search advertising.

Shopping campaigns display product listings with images and prices.

Audience ads extend reach beyond search results.

Import tools allow transferring campaigns from Google Ads.

Conversion tracking measures performance outcomes.

Audience targeting tools support demographic and remarketing strategies.

Automated bidding strategies optimize campaign performance.

Performance dashboards display clicks, impressions, and conversions.

Ad extensions enhance ad visibility with additional information.

API access enables custom integration and reporting.

Integrations and Compatibility

Microsoft Advertising integrates with Microsoft Clarity for behavioral insights.

The platform supports integration with ecommerce platforms via product feeds.

Google Ads import tools simplify campaign migration.

API access allows exporting data to BI and reporting tools.

Microsoft Advertising operates as a fully cloud-based platform.

Pricing Structure

Microsoft Advertising uses a pay-per-click (PPC) bidding model.

There is no fixed subscription fee; advertisers set daily budgets and bid amounts.

Costs vary based on keyword competition and targeting options.

Billing is typically structured on a prepaid or postpaid basis.

Advantages and Limitations

Microsoft Advertising expands search advertising reach beyond Google. Import tools support cross-platform campaign management.

However, overall search volume may be lower compared to Google’s network. Performance may vary depending on industry and targeting strategy.

Alternatives to Microsoft Advertising

Several platforms provide similar search advertising functionality. Google Ads offers paid search across Google’s network. Skai supports cross-channel ad management. Marin Software provides enterprise advertising optimization. WordStream offers PPC management tools.

Each alternative differs in audience reach, automation depth, and pricing model.

Frequently Asked Questions

What does Microsoft Advertising do?

Microsoft Advertising is a paid search and audience advertising platform that displays ads across the Microsoft Search Network.

Is Microsoft Advertising cloud-based?

Yes. It operates as a web-based advertising platform.

Does Microsoft Advertising charge a subscription fee?

No. It uses a pay-per-click bidding model without a platform subscription fee.

Who typically uses Microsoft Advertising?

Small businesses, ecommerce brands, and digital marketing agencies commonly use the platform.

Key Takeaways

Microsoft Advertising is a cloud-based PPC advertising platform that enables paid search and audience campaigns across the Microsoft Search Network. It includes keyword targeting, shopping ads, automated bidding, conversion tracking, and campaign import tools. There is no subscription fee; advertisers pay per click based on bids and competition levels.