A Guide to Microsoft (Bing) Ads: Your Ultimate Resource for 2024

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Guide to Microsoft (Bing) Ads: Your Ultimate Resource for 2024

As digital marketing strategies have evolved over the years, so too has the complexity of running an effective ad campaign. To stay ahead in 2024 and beyond – when more than 73% of Kiwi households will be connected to a digital network – marketers should become versed in Microsoft (formerly Bing) Ads. This comprehensive guide aims to demystify Microsoft’s ad platform for businesses, enabling business owners or marketers to create effective campaigns with notable returns on investment in the years to come. Read on as we explore how you can use Microsoft Ads to further your business goals by reaching targeted audiences quickly and cost-effectively.

What is Microsoft Ads and Why Should You Use It in 2024

Part of Microsoft’s advertising platform, Microsoft/Bing Ads offers a range of advertising solutions for businesses of varying sizes and industries. Unlike other advertising platforms, these ads provide access to more unique audiences, especially the ones who might not be targeted by Google Ads. 

With its efficient targeting capabilities, advertisers can specifically choose the audience they want to reach with their ads. Furthermore, it provides an affordable alternative to Google Ads, which could eat up a significant chunk of one’s advertising budget. With all these benefits, it’s clear that Microsoft/Bing Ads should be considered a resourceful advertising tool for businesses looking to increase their online visibility and boost their sales revenue.

Understanding Microsoft/Bing’s Ad Platforms and Their Benefits for Businesses

Microsoft/Bing Ads allows businesses to advertise on the Bing search engine as well as Yahoo and AOL, reaching a diverse audience. Additionally, Microsoft Advertising offers unique features such as LinkedIn Profile targeting, allowing businesses to target audiences based on job titles and company size. These ads also tend to have lower cost-per-clicks than Google Ads, making them a great option for smaller businesses or those with a limited budget. Overall, understanding the benefits of Bing’s ad platforms can help businesses reach a wider audience and achieve their advertising goals.

Setting Up Your Microsoft/Bing Ads Account and Campaigns

If you’re looking at getting started with Microsoft/Bing Ads, the first step is to set up your account and campaigns. This may seem daunting at first, but don’t worry – the process is straightforward and designed to get you up and running quickly. Before you begin, make sure to have all the necessary information on hand, such as your business name and website URL. Once you’ve created your account, it’s time to start building your campaigns. This involves selecting target keywords, defining your target audience, and setting a budget. With a bit of patience and practice, you’ll be on your way to driving targeted traffic to your website and growing your business with Microsoft/Bing Ads.

Next Steps

After successfully setting up your Microsoft/Bing Ads account and campaigns, the next crucial steps involve ongoing management and optimisation.

  1. Monitor Performance Regularly: Regularly check your campaign’s performance to understand what’s working and what’s not. Microsoft/Bing Ads provides detailed analytics that helps you measure success against your goals.
  2. Optimise Your Campaigns: Based on performance data, adjust your campaigns for better results. This might involve tweaking your ads, adjusting bids, or refining your target audience.
  3. Test Different Ads: Run A/B tests on your ads to determine what messaging and design work best for your audience. Variations can be in headlines, descriptions, or calls to action.
  4. Use Advanced Features: Explore advanced features like ad extensions, dynamic search ads, and in-market audience targeting to boost your campaign’s effectiveness.
  5. Leverage LinkedIn Profile Targeting: Make use of Microsoft Advertising’s unique LinkedIn Profile Targeting to reach your ideal customers based on their job title, industry, and company.

Should you consider Microsft/Bing Ads for your paid advertising campaigns? Here’s what we really think.


  1. Less Competition: Microsoft/Bing faces less competition compared to other platforms like Google, translating into lower cost per click (CPC). This means your advertising budget stretches further, enabling you to gain more visibility and reach more potential customers for the same investment.
  2. Enhanced Targeting: Microsoft/Bing Ads offers the unique LinkedIn Profile Targeting feature, allowing you to target your ads based on job title, industry, and company. This level of targeted advertising is unmatched, providing an opportunity to reach a highly specific audience.
  3. Access to the Microsoft Network: Through Microsoft/Bing Ads, you gain access to the entire Microsoft Network, which includes MSN, Bing, and Yahoo. Together, these platforms reach millions of unique users who aren’t using Google.
  4. Superior Device Targeting Options: Microsoft/Bing Ads offer more granular device targeting options compared to other platforms. You can adjust bids or even exclude specific devices, giving you more control over where your ads are shown.
  5. Excellent Customer Support: Microsoft/Bing Ads is renowned for its responsive and helpful customer support. Whether it’s navigating your way through a new ad campaign or troubleshooting an issue, you can rely on their team for assistance.


  1. Lesser User Base: While it’s true that Microsoft/Bing reaches unique users, it’s worth noting that its user base is significantly smaller than Google’s. This could potentially limit the number of people who see your ads.
  2. Less Sophisticated Algorithm: Compared to Google, Bing’s search algorithm is considered less sophisticated. This could result in less relevant ad placements, potentially reducing your ad’s effectiveness.
  3. Limited Geographic Reach: Microsoft/Bing’s advertising network is not as globally extensive as Google’s. Therefore, if your target audience is spread across many different countries, you might not be able to reach all of them.
  4. Limited Integration with Other Tools: Microsoft/Bing Ads has limited integration with popular digital marketing tools compared to Google. This could potentially complicate your marketing efforts and make it harder to measure your campaign’s success.

By evaluating both the pros and cons, you can make a more informed decision that aligns with your specific business needs and goals.


Microsoft/Bing Ads is a versatile and powerful advertising platform that offers tremendous opportunities for businesses. With automated bidding and ad optimisation tools, campaigns can be created and fine-tuned easily. The benefits of digital advertising outweigh the costs, and optimising campaigns can lead to better results.

If you want to explore your options with Microsoft/Bing’s advertising platforms, we can help. Work with Digital Squad for a successful PPC campaign with Microsoft/Bing Ads. Contact us today to learn more!

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