How does Microsoft Advertising work?

Customers search.
People enter search terms called keywords into search engines like Bing.

Customers see your ad.
If the keywords in your ad match a search, your ad appears next to or above search results on Bing.

Customers contact you.
You can configure your ad so people can call you, visit your website or go right to your door.

Here’s something that most other digital marketing companies would tell you:

Who does Microsoft Advertising reach?

Bing powers 36.7% of U.S. desktop searches1 and 11.7 billion monthly searches around the globe,2 plus connects you with 45.4 million searchers that Google can’t reach.1 In fact, 27 percent of our clicks come from searches that are exclusive to the Microsoft Search Network.3
In the U.S., the Microsoft Search Network has 124 million unique searchers.1

What is the Microsoft Search Network?

Microsoft Search Network is a part of your customers’ life, powering the devices, apps and sites they use every day and meeting them in the moments that matter most.
Searchers find the Microsoft Search Network on Bing and partner sites, through Windows 10, Cortana and Office, plus across third-party platforms and partnerships — whether it’s search inside Amazon’s devices, web results for Siri and Spotlight Search on Apple devices, or maps on thousands of leading websites.

How does the Microsoft Search Network differ from Microsoft Advertising?

The Microsoft Search Network consists of Bing and partner sites. It’s where your business can reach a large and unique audience made up of millions of people who search every day. Use the advertising platform Microsoft Advertising to connect with these valuable potential customers.

Where does my ad appear?

Your ads could appear on the top or to the right of Bing, Yahoo and MSN search results. And you can choose to target your ads to different geographic regions, times or days of the week, and even demographics.

What determines my ad position?

Microsoft Advertising is a pay-per-click (PPC) advertising system. You bid based on how much you are willing to pay per each click on your ad. Because webpages have a limited number of places to show ads, we auction those spaces. You are bidding against other advertisers to get your ads into the space you want. So if you bid on the keyword “shoe”, you will have to beat the bids of the other advertisers who are also bidding on “shoe.” You determine how much you are willing to bid. Your ad position is based on several things, including:
1. How closely your ad and website fit with the terms that are searched (relevance).
2. How your bid compares to other bids in the Microsoft Advertising auction.
3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate).
The stronger you are in these areas, the better your chances of winning the top ad position.

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Publisher: An owner of a web page. 

Cookie: A small piece of data that might keep track of visits to a website, remember items in a digital shopping cart, or help personalize a web page experience.

Personalized ads: Digital ads that enable advertisers to reach users based on their interests and demographics.

Advertising partners: Advertisers who work with Google and publishers to buy advertising space on a web page. In the European Economic Area (EEA), the publisher must obtain consent to process cookies, and provide information about which advertising partners your data is shared with

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