Search Campaigns
Keyword-led ads on Bing and partner search engines. We move the Google structure over and tune it to Bing's own data.
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Search advertising platform
Microsoft Advertising (Bing Ads) Management
Microsoft Advertising, formerly Bing Ads, shows ads on Bing and on partner search engines such as Yahoo, AOL, DuckDuckGo and Ecosia, as well as on the Microsoft Audience Network across MSN, Outlook and Microsoft Edge. In Türkiye, Bing's search share is small next to Google's. So we set up Microsoft Ads as an addition to the Google budget, to reach desktop and corporate users who search from their work computers during the day.
Purpose and appearance
What do we use this platform for?
We use Microsoft Advertising to get extra volume from search demand that already works profitably on Google. The person we target is often a purchasing manager, engineer or executive searching from Edge on a Windows computer during office hours. For B2B brands that collect quote requests and form leads, this means a second source of demand, often with a lower cost per click than Google. We read the results in the same table as Google.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
Microsoft Advertising (Bing)
campaign types and ad formats within Microsoft Advertising (Bing)
Shopping Campaigns
Bing Shopping ads from your Microsoft Merchant Center feed, managed through feed quality, campaign priority and product groups.
ExplorePerformance Max
Microsoft Advertising Performance Max across Bing search, Shopping and the Audience Network, set up so it learns on lower data volume.
ExploreAudience Ads
Image and native ads on MSN, Outlook and Microsoft 365. B2B remarketing and prospecting with company, industry and job function targeting.
ExploreIs Microsoft Advertising worth it? Who gains from Bing Ads
Microsoft Advertising launched in Türkiye in February 2022 with Turkish language support. From day one, text ads, responsive search ads, Dynamic Search Ads, remarketing, Shopping campaigns and Target ROAS bidding were available. For enterprise and strategic advertisers, sales, account management and billing run through InMobi, Microsoft's authorized partner in the region. For large accounts, we clarify who invoices and who provides support before setup.
We are upfront about volume: Bing's search share in Türkiye is small. The channel's value lies in the quality of the audience. Edge and Bing come as defaults on Windows computers, and in many companies employees run their daytime searches on those machines. In B2B software, industrial products, professional services and education, this audience is small but carries a lot of decision-making weight. Cost per click also tends to be lower than on Google. In markets such as the US and Europe, Bing's share is higher than in Türkiye, which matters for exporters.
Importing Google Ads campaigns into Microsoft Ads: fast, but it needs cleanup
Microsoft Advertising's Google Ads import tool moves campaigns, keywords, ads and extensions over quickly. An import can run once, or it can be scheduled to repeat daily, weekly or monthly. Most problems we find in Bing accounts come from this convenience: every decision made for Google gets copied without considering Bing's volume.
- If recurring imports stay on, bid and negative keyword changes made in Bing can be overwritten on the next run. We choose field by field what gets updated.
- Google conversion tags do not transfer. We set up the UET tag for Bing separately and define goals again.
- Keywords that already get little search volume on Google may get no impressions on Bing. We merge low-volume ad groups.
- If budgets are copied at Google's ratios, they either go unspent or flow into the wrong campaign. We rebuild the split based on Bing's real volume.
Which Microsoft Ads campaign type we start with
In almost every account, the first step is Microsoft Search campaigns, because moving the Google Ads Search structure over is the fastest way to collect data. For e-commerce brands with a product feed, the second step is Microsoft Shopping campaigns. Performance Max and Audience Ads come only after conversion data is stable. Since availability of these two products in Türkiye can vary by account, we check the account first. We read the real contribution of Bing traffic separately in GA4 by source/medium.
Microsoft Advertising (Bing): when do we recommend it?
We recommend it
- B2B and corporate service brands whose buyers decide in the office, on desktop
- Accounts that have reached their volume ceiling on Google Search and want the same intent from another source
- Exporters selling to markets such as the US and Europe, where Bing's share is higher than in Türkiye
- Accounts with a well-organized Google Ads structure that want to start fast with an import
We don't recommend it
- Accounts without working conversion tracking even on Google; in that case we start with measurement
- Products bought almost entirely on mobile and on impulse
- Brands whose total ad budget cannot sustain even one channel
How we manage Microsoft Advertising (Bing)
- Google account auditWe identify which campaigns are worth moving and which would sit idle at Bing's volume.
- UET and conversion goalsWe install the UET tag via Tag Manager and match goals and revenue values to the definitions used in Google.
- Selective importWe bring over only the campaigns we need and limit which fields recurring imports can update.
- Bing-specific cleanupWe fix budgets, device and location settings and search partner distribution using Bing data.
- Channel decisionBased on cost and conversion quality in the first 6-8 weeks, we decide whether to add Shopping, Performance Max or Audience Ads.
Microsoft Advertising (Bing): metrics and requirements
Metrics we track
- Cost per conversion
- Conversion rate (compared with Google)
- Desktop conversion share
- Impression share
- CPC
- New user rate
What you need to get started
- A Microsoft Advertising account, or an enterprise account opened through InMobi
- Google Tag Manager or site admin access to publish the UET tag
- Google Ads access for the import
- Billing and payment details set up in the account
The Brand Move Microsoft Advertising Team
Contact us nowTo learn more about Microsoft Advertising ad formats, contact The Brand Move Microsoft Advertising team today.
Explore further
Search Engine Advertising overview
Other Search Engine Advertising platforms
Google Ads
Google Ads management across Search, Performance Max, Demand Gen, YouTube and App, with campaign types chosen by goal and accurate tracking.
ExploreYandex Ads
Yandex Direct ads on Search, the Advertising Network, Maps and Navigator. A channel that complements Google for tourism, real estate, medical tourism and Russian-speaking audiences.
ExploreFrequently asked questions
Microsoft Advertising (Bing): frequently asked questions
Do we need a separate budget for Bing Ads?
Yes, but a small share of the Google budget is usually enough. Bing volume is limited, so a large budget mostly means unspent money. In the first two months we see real demand by keyword and set the budget accordingly.
Is it enough to copy our Google Ads campaigns to Bing?
It is a good starting point, but not enough. Conversion tags do not transfer, budgets and bids do not fit Bing's volume, and recurring imports can overwrite the fixes we make in Bing. After the import, we adjust the account to Bing's own data.
Do we have to work through InMobi in Türkiye?
InMobi is the sales, account management and billing partner for enterprise and strategic advertisers in Türkiye. Smaller accounts can be opened directly in the Microsoft Advertising interface. We decide together which route fits your budget and invoicing needs.
Where do Microsoft Ads appear?
Search ads appear on Bing and on partner search engines such as Yahoo, AOL, DuckDuckGo and Ecosia. Audience Ads run on the Microsoft Audience Network, which includes MSN, Outlook and Microsoft Edge.
Which businesses should advertise on Bing?
Mainly B2B and corporate service brands whose buyers search from work computers, accounts that have filled their Google Search volume, and exporters targeting markets where Bing's share is higher. Products bought mostly on mobile and on impulse are usually a weak fit.
Let's run a first Microsoft Advertising (Bing) review together.
In a free call we review your search terms report, conversion settings and budget split, then send you the first three fixes in writing.
Book a growth call
No sales pressure. Just findings.