Auch auf Bing kannst du Ads schalten.

What are Bing Ads and why should you use them?

Ads on Google, Facebook or YouTube are familiar to every e-commerce operator. 

But did you know that you can also run ads on Bing? Probably not! We’ll explain the reasons to do so and how to go about it.

Bing – the search engine from Microsoft – does not have to shy away from comparison with Google. After all, Bing accounts for around 35 percent of online search volume in the USA. And for good reason: Windows is still the world’s market-leading operating system, making it the default search engine on any device that accesses the Windows operating system – be it a PC, laptop or cell phone. This means that the more than 133 million Windows users make approximately 6 billion search queries on Bing per month.

These same people are thus potential searchers for your products or services. So with Bing, you can address a significant part of your target group – provided you have already defined your target group.

By the way: Bing is preferably used for image searches. So if you offer stock photos for sale, for example, Bing is the place to go to advertise your business.

What is the difference between Bing Ads and AdWords?

Ads on Bing are basically similar to ads on other advertising platforms. However, there are also crucial differences to Google AdWords. Below, we’ll clarify them and show you how to get the most out of your Bing Ads.


The cost-per-click (CPC) for Bing Ads is lower than for AdWords. However, ultimately – just like with Google – the keywords you choose determine the actual cost of an ad. So if you want to place a bid for a certain keyword, you should test both platforms for your search term beforehand. If one of the two platforms turns out to be the cheaper one, it is recommended to reallocate the rest of your budget. This way you will achieve a better ROI.

On Bing, you can use the convenient Bing Ads preview tool for this and research in advance to what extent Bing is more cost-effective.

Less competition

Google is undisputedly the world’s largest search engine, far outstripping Bing’s traffic.

Still, there’s something to be said for preferring ads on Bing over those on AdWords. After all, less traffic means less competition and less rivalry. This, in turn, means better ad placement and more cost-effective ads.

Good to know
If you already use Google AdWords, it’s easy to import the data from your AdWords account to Bing. The simple process, which only takes a few minutes, simultaneously imports all of your AdWords campaigns. Bing will automatically create similar campaigns from them for your Bing Ads account.
Google is the undisputed number 1 search engine in the western world. Nevertheless, new opportunities open up for your business precisely because of the smaller reach with Bing Ads. The lower competition results in a better price/performance ratio. For this reason, it is advisable to place ads not only on Google AdWords, but also on Bing Ads. This will not only increase your reach, but also your success as well as your ROI.
Use Bing Ads for your business – our agency will help you with it
At Social Media Content Lab, we help your business implement your marketing strategies and campaigns. In doing so, we also rely on Microsoft your service/offer. If you are also interested in Microsoft Advertising, we look forward to hearing from you.
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