What we do on Bing

What is Microsoft Advertising, and where do ads appear on Bing?

Microsoft Advertising is the advertising platform that lets you run ads on Microsoft's Bing search engine, in Copilot and on partner surfaces. It was formerly known as Bing Ads. Besides Bing, ads can also be shown, depending on the market, on Microsoft search partners such as Yahoo and DuckDuckGo and on surfaces such as MSN, Outlook and Microsoft Edge.

Because Bing is the default search engine in Windows and the Edge browser, it is used especially on desktop and in the workplace. In Türkiye it holds a smaller share alongside Google, but advertising competition is also more limited in most sectors; in international markets, Bing's share varies markedly from one market to another. We explain when we bring niche channels into the plan on our ASO and niche channels page.

Which Microsoft Advertising campaign type do we choose, and when?

The campaign structure in Microsoft Advertising is very similar to Google Ads, which makes switching easy. The differences hide in the details: inventory, audience options and which features are available in which market. The table below summarises the main types.

Microsoft reorganises from time to time the campaign types through which it offers display and native inventory. So each time we open an account, we separately check which types and features are available in the target market.

Search partners and Audience placements bring extra reach to a campaign, but traffic quality can vary from site to site. Microsoft Advertising lets you report on the publishers where ads are shown and exclude the inefficient ones; we review these reports regularly and remove publishers that do not bring conversions.

Which businesses should prioritise Bing ads?

Bing ads should be a priority for businesses whose customers do their research on desktop and during working hours. Enterprise software, professional services, B2B manufacturing and wholesale, education and consultancy top this group. In these fields, the search structure on Google can often be carried over to Bing with small adjustments.

For brands selling abroad, Bing's importance depends on the target country. In some markets Bing's share is markedly higher than in Türkiye; for health tourism, hospitality and exporting brands, this difference can mean an area where a budget that has saturated Google can find additional demand. We make the channel decision by looking at up-to-date usage data for the target country and at your own analytics data.

How does advertising in Copilot work?

Ads in Copilot show a product or service that matches the question a user asks during a chat, within or beside the answer. Microsoft feeds this placement largely from existing search, shopping and Performance Max campaigns; in other words, your ads can appear on this surface without a separate campaign being set up.

Microsoft is gradually opening in-chat ad formats to different markets and languages. To stand out on this surface, it matters that the ad copy and landing page answer the user's question clearly, that product data is complete and that assets are kept up to date. As new formats open in your account, we test them with a controlled budget.

How is LinkedIn profile targeting used on Bing?

LinkedIn profile targeting in Microsoft Advertising lets you adjust ad delivery according to a user's company, industry and job function. Because Microsoft owns LinkedIn, this kind of B2B targeting, rarely found in search engines, becomes possible.

In search campaigns we generally use this option not to narrow the audience but to apply bid adjustments to the right profiles. That way, a higher bid can be placed for a purchasing manager than for a student typing the same query. Because the markets and campaign types in which the feature is available can change, we check at account level. We cover LinkedIn's own advertising platform on our LinkedIn page.

How are Google Ads campaigns moved to Bing?

Microsoft Advertising lets you import campaigns directly from a Google Ads account and repeat that import at regular intervals. This gives a quick start, but an import is a copy and does not take Bing's own dynamics into account.

1. 1.We choose the campaigns to import and leave out experimental or underperforming ones.
2. 2.We check location, language and scheduling settings against the target market; the Bing audience can be more concentrated on desktop and during office hours.
3. 3.We rebuild bid strategies and budgets to reflect Bing's lower volume.
4. 4.After the import we verify negative keyword lists and ad assets one by one.
5. 5.We set up recurring imports so that they do not overwrite the changes we make specifically for Bing.

Because Bing's volume is low, bid strategies can take longer to learn in the first period after an import. During this time we assess results not on daily fluctuations but once enough data has built up, and we increase control by moving queries that perform well on Bing into separate campaigns.

How is conversion tracking set up on Bing?

Conversion tracking on Bing is set up with Microsoft's UET tag. The UET tag reports site visits and conversion goals to Microsoft Advertising; remarketing lists and automated bid strategies are fed by this data. The tag can also be managed through Google Tag Manager.

We also configure the consent settings that pass the user's cookie preferences to the UET tag, in line with KVKK, Türkiye's data protection law, and the rules of the target market. Clarity, Microsoft's free behavioural analytics tool, helps us spot problems on landing pages through heatmaps and session recordings; in these tools, too, we keep the settings that mask personal data switched on.

What do Bing Webmaster Tools and IndexNow do on the organic side?

Bing Webmaster Tools is a free tool that shows how a site is crawled and indexed on Bing; it is the counterpart of Google's Search Console. Sitemap submission, crawl errors, keyword performance and SEO recommendations are all tracked from this dashboard.

IndexNow is an open protocol that notifies search engines immediately when a page is added, updated or deleted. It is supported by several search engines, including Bing and Yandex; Google does not currently use the protocol. On frequently updated e-commerce and news sites, setting up IndexNow helps changes reach Bing much faster.

The Bing index is one of the sources used by Copilot and by some other AI assistants that pull information from the web. Being indexed healthily on Bing is therefore also part of being visible in AI answers; we explain this link in detail on our GEO service page.

Local visibility with Bing Places

For businesses with a physical location, Bing Places is used to manage the business listing on Bing and Bing Maps. The listing can be created quickly by importing it from a Google Business Profile; however, we separately check that the category, opening hours and contact details stay consistent across the two platforms.

What are the most common mistakes on Bing?

• Importing a Google Ads account and putting it live without checking anything.
• Making decisions about automated bid strategies before they have received enough conversion data, because of low volume.
• Not installing the UET tag and judging performance on clicks alone.
• Accepting traffic from search partners without reviewing it separately.
• Never verifying Bing Webmaster Tools and ignoring the organic side entirely.

In the Bing accounts we take over, our first job is to check these points. Ownership of the account always stays with the brand; we work with manager access.