Microsoft Search ads

Microsoft Search ads can appear on Microsoft Bing and search partner sites such as Yahoo, AOL, DuckDuckGo, Ecosia, and other partners. Depending on your campaign settings, ads may also appear across relevant Microsoft Advertising Network placements.

Search ads are a strong fit for businesses that want to drive website visits, calls, leads, sales, app installs, store visits, or other customer actions. They work well when people are already searching for the products or services you offer.

No. You set your own bids and budgets, and you can adjust them as you learn what performs best. Microsoft Advertising gives you control over how much you want to spend and how you want to optimize your campaigns.

Yes. With Google Import, you can bring existing Google Ads campaigns into Microsoft Advertising instead of building every campaign from scratch. You can use a quick import to get started faster or choose advanced options for more control.

Google Import helps you save time by transferring existing campaign structure, keywords, ads, creative assets, targeting, bids, budgets, and other eligible settings into Microsoft Advertising. It is especially useful if you already have campaigns running in Google Ads and want to expand your reach.

Yes. Google Import lets you import everything or select specific campaigns. Advanced import options also let you customize items such as bids, budgets, keywords, targeting, ad extensions, feeds, and more before you launch or schedule the import.

Yes. You can schedule recurring Google Imports on a daily, weekly, or monthly basis. This can help keep Microsoft Advertising campaigns aligned with updates you make in Google Ads, while still giving you options to review import results and settings.

After any import, review your campaigns before launch or shortly after they go live. Check budgets, bids, targeting, ad copy, URLs, conversion goals, tracking, audience settings, and any import warnings. Not every setting from Google Ads may import exactly the same way.

Responsive Search ads let you provide multiple headlines and descriptions. Microsoft Advertising then tests different combinations and shows the message that is expected to perform best for each relevant search.

You can provide up to 15 headlines and 4 descriptions. Using a variety of clear, distinct assets gives Microsoft Advertising more options to match the right message to the right customer.

Ad extensions add more useful information to your ads, such as links to specific pages, call options, app downloads, location details, and more. They can make your ads more helpful and give customers more ways to engage with your business.

No. Ad extensions do not cost extra to add. Standard ad charges still apply when someone clicks your ad or interacts with it, depending on the extension and campaign setup.

Dynamic Search ads use your website content to help match ads to relevant searches that may not be covered by your keyword lists. They can help uncover new query opportunities and fill gaps in your Search campaigns.

Merchant promotions let advertisers show special offers on products or site-wide sales within Product ads. They can help make your Shopping ads more attractive by calling attention to deals, discounts, or promotional offers.

Multimedia ads combine text and visual assets to help your brand stand out in search experiences. Microsoft Advertising can test combinations of headlines, descriptions, and images to help match your message to relevant customers.

Search partners can help expand your reach beyond Microsoft Bing by showing ads across additional reputable search properties. Review your reporting regularly to understand how partner traffic contributes to clicks, conversions, and return on ad spend.

Use Universal Event Tracking, or UET, to track what people do after they click your ad. UET helps power conversion tracking, remarketing, audience targeting, and automated bidding strategies in Microsoft Advertising.

Advanced advertisers can improve performance by combining strong conversion tracking, relevant keywords, negative keywords, audience targeting, ad extensions, automated bidding, and regular performance reviews. You can also use import tools, Microsoft Advertising Editor, Keyword Planner, and search data insights to manage campaigns at scale.