Microsoft recently announced in a blog post that they are officially renaming Bing Ads to Microsoft Advertising. The re-brand comes as Microsoft places an increased emphasis on its array of advertising options that extend beyond search ads on the Bing search engine.
“In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business,” says Microsoft Advertising Vice President, Rik van der Kooi. “We believe in empowering every marketer on the planet to achieve more.”
In addition to search ads, Microsoft Advertising allows advertisers to reach consumers with display and video ads across the Microsoft Audience Network. The Microsoft Audience Network can show ads on apps and websites across mobile, tablet and desktop devices. The network makes use of audience intent and artificial intelligence to help marketers reach valuable audiences.
Sponsored Products is another product of Microsoft Advertising that is launching alongside the re-brand. Comparable to Google Shopping, Microsoft’s Sponsored Products enables manufacturers and retailers to drive visibility and sales for products. As an advertiser, you can apply for the Sponsored Products beta by reaching out to your account team or by completing the beta application form here.
While the advertising system brand has changed from Bing Ads to Microsoft Advertising, Bing will remain the brand for Microsoft’s search engine. Search volume for Bing is greatly overshadowed by Google; however, search marketers have historically touted certain advantages of Microsoft Advertising. In particular, Microsoft Advertising offers more granular control of ad campaigns and generally offers lower CPCs.
To access your Microsoft Ad campaigns, you now need to navigate to MicrosoftAds.com instead of BingAds.com.