June 12, 2019
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Bing Ads has undergone a massive overhaul, and we couldn’t be more excited for what the future holds. Although the search engine marketing platform has encountered changes before, with its original name being Microsoft adCenter, it recently made the decision to rebrand the service as Microsoft Advertising.
Currently, Bing occupies 34% of the desktop search engine market globally. With this, there are 5.4 billion monthly searches across the Bing Network. Additionally, there are 136 million unique searches. Interestingly, Microsoft Advertising has the ability to reach 63 million searchers that aren’t reached with Google AdWords.
The change is set to deliver a more meaningful connection to users from brands in terms of advertising. With a greater focus on personalisation and artificial intelligence, it will undoubtedly open businesses using the platform up to more opportunities for them to develop.
Rik van der Kooi, who is a corporate VP for Microsoft Advertising, commented: “In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business. There are two offerings that showcase ways in which Microsoft Advertising is delivering on this potential: the Microsoft Audience Network and Sponsored Products.”
Microsoft has already started rolling out the changes. BingAds.com has transitioned to MicrosoftAdvertising.com, and all their future experiences and materials are updated to reflect Microsoft Advertising.
In an email from the tech-giant, they also stated: “We are guided by an uncompromising respect for user privacy and control, brand safety and data security, so you can be confident your brand is represented at its best.”
Our Head of PPC, Ben Homer, shared his thoughts: “I think the rebranding is a really positive move, especially with the introduction of the new advertising products later this year. With the inclusion of built-in AI, as well as other features like the LinkedIn audience integration and the Microsoft Audience Network released last year, the platform is no longer just ‘Bing Ads’. It is a much more sophisticated advertising platform and the new name fits really well with its expansion.”
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