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Bing Ads Turns into Microsoft Advertising! What to Expect from the New Bing?

Author: Tanuj Rastogi
by Tanuj Rastogi
Posted: Aug 03, 2019
microsoft advertisin

Microsoft’s campaign to rebrand many of its products using the Microsoft name is still continuing. The latest in the list is Bing Ads that has been rebranded to Microsoft Advertising.

The change was announced through the blog post which was posted on 29th April 2019 on Microsoft website. According to the post, the rebranding is "a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go beyond and above search such as the Microsoft Audience Network."

The Microsoft rebranding will not only make this change more popular but at the same time, will offer services other than just searching inventory and data. In fact, it is expected that the decision to rebrand the existing presence of Bing Ads in the search landscape is a sure-fire move to establish its wide-ranging capabilities and deeper connections to Microsoft’s overall engagement strategies.

Think about the time when Google did something similar, renaming AdWords to Google Ads. It was clearly a move to demonstrate that the platform has expanded beyond simply text ads. Perhaps Microsoft’s motivation is based on the same notion.

With Microsoft advertising, which was formerly known as Bing ads, Microsoft is paving the path for broader search marketing.

Microsoft’s campaign to rebrand many of its products using the Microsoft name is still continuing. The latest in the list is Bing Ads that has been rebranded to Microsoft Advertising.

The change was announced through the blog post which was posted on 29th April 2019 on Microsoft website. According to the post, the rebranding is "a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go beyond and above search such as the Microsoft Audience Network."

The Microsoft rebranding will not only make this change more popular but at the same time, will offer services other than just searching inventory and data. In fact, it is expected that the decision to rebrand the existing presence of Bing Ads in the search landscape is a sure-fire move to establish its wide-ranging capabilities and deeper connections to Microsoft’s overall engagement strategies.

Think about the time when Google did something similar, renaming AdWords to Google Ads. It was clearly a move to demonstrate that the platform has expanded beyond simply text ads. Perhaps Microsoft’s motivation is based on the same notion.

With Microsoft advertising, which was formerly known as Bing ads, Microsoft is paving the path for broader search marketing.

Must Know Takeaways from the Announcement

  • For those who are worried that they can’t use Bing as a search engine anymore, relax! You can still go to bing.com and search whatsoever you want. Bing (the search engine) is still Bing as Microsoft is not in a mood to abandon consumer-recognised search engine platform’s brand at all. The branding change is only implemented on the ad platform, associated with Bing.
  • Microsoft perhaps sees some of the biggest opportunities around the Sponsored Products offerings. Sponsored Products, which is currently in beta in the US only, allow manufacturers to drive more traffic and conversion for their products through improved visibility. Moreover, with this new capability, Microsoft is certain that clients can achieve better configurations of marketing efforts between manufacturers and retailers.
  • The company has announced a few updates to their existing bids that are related to Microsoft Audience Network.
  • Over the next year, the company plans to introduce more advertising products with built-in AI.

    But in all this rebranding game, what benefits does Microsoft Advertising offer to small business owners? Read on to know:

  • When customers search in your service area, it targets your ad to display.
  • Google Ads campaigns can effortlessly be imported to Microsoft advertising.
  • Your daily budget will be controlled with no mandatory spending thresholds.
  • You need to pay only when your ad is clicked. Due to this, Microsoft Advertising becomes a cost-effective way to attract customers and grow your brand.
  • You can provide consumers with more information about the business using ad extensions.
  • Get access to one-on-one coaching from Microsoft experts for personalised advice on increasing leads and conversions.
  • If you have been running your campaign in Google Ads or other online advertising platforms, you can import the same to Microsoft Advertising, that too without setting up from the scratch.

    Either you can import a campaign directly from your Google Ads account or can create an import file and upload it to Microsoft Advertising. However, make sure to review Importing Your Campaigns Requirements. When you are done importing, you can view your information and can change the things as required.

    Businesses who are at a limited budget but want to reach wider audiences, Microsoft Advertising is the way forward. With one ad buy through Bing ads, you can reach millions of unique searches on the Bing Network representing 110 million monthly desktop searches.

    For marketers who have been using Bing Marketing earlier and have any double thoughts about the latest rebranding, no need to worry. In fact, you can now explore more ways to connect, engage and multiply with Microsoft Advertising.

    Moreover, no matter if you want to drive traffic through pay per click advertising on Google AdWords, Facebook ads or Microsoft Ad networks, it is advised to get in touch with a reputed online advertising agency in Sydney that can run you through the ins and outs of a successful advertising campaign. If required, experts will even suggest you the best options to choose from a varied range of services including AdWords management services, display advertising, remarketing, Microsoft advertising to name a few, which will help you drive more inbound traffic and potential clients to your website.

    About the Author

    Tanuj is a Sydney based Digital Marketer with over 18 years of experience in eCommerce and Online Marketing. Tanuj is known for his enthusiasm in delivering innovative & competitive e-commerce solutions for his clients.

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    Author: Tanuj Rastogi

    Tanuj Rastogi

    Member since: Jan 15, 2018
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