Bing Ads FAQ

When should my client use Bing?

Bing search ads can be a good way to put your ads in front of potential customers who use Microsoft devices with Bing installed as the default web browser. These will typically be older people using work computers, although Bing's AI functionality attracts a wider range of users as well who choose to use Microsoft Edge/Bing over alternatives. There is generally less competition for Bing ads compared to Google Ads meaning Bing ads can cost less than an equivalent ad with Google.

What does the client need to provide us for Bing?

The client will need to set up a Microsoft Advertising account - we will provide instructions.

Bing Ads are set up so that a company has ownership of their Microsoft Advertising account and can then invite agencies to run ads on their behalf.

We will need GA4 access, images to show with the ads, and the information requested in the brief. To run remarketing campaigns or conversion-focused campaigns in Bing the client will need to add Bing's tracking pixel manually to every page of the website. If this is not possible, we will run campaigns for clicks only and monitor conversions via UTM reporting in GA4.

Where will Bing Search ads show?

Ads will show with search results on Microsoft Bing, AOL, Yahoo, DuckDuckGo, Ecosia, and other partners.

Search campaigns may also be extended to display placements on sites like MSN, Microsoft Start, Microsoft Edge, Outlook.com, and publisher partners. NZME aims to limit these placements but cannot exclude them entirely.

Where do Bing Display ads show?

Bing Display ads show on sites such as MSN, Microsoft Start, Microsoft Edge, Outlook.com, and more.