Register now for Bing Ads Connect - space is limited

Attention all in-house SEM professionals, advertising agency employees and mid-size business owners: if you missed us the last time we visited your city, now is the time to reserve your seat at an upcoming Bing Ads Connect event.

What is Bing Ads Connect?

Bing Ads Connect events are workshop-like meet ups designed to help online marketers learn best practices and optimization strategies to get the best possible return on their Bing Ads investments.

Here's a quick synopsis of what to expect at your local Bing Ads Connect:

  • Insider info that’ll help you reach your search advertising goals
  • Hands-on demos for the tools and reports in Bing Ads
  • A small group setting with experts there to walk you through whatever topics you have questions about
  • One-on-one support in creating a new account, optimizing your current account, or synching a Google AdWords account
  • A sneak peek of upcoming Bing Ads enhancements and the product roadmap
  • Resources that’ll help you earn your Bing Ads Accreditation
  • A opportunity to learn about new search marketing resources
  • A chance to network with colleagues in your industry


Click on your city below to visit the appropriate registration page:

bing ads connect los angeles

bing ads connect san francisco

bing ads connect chicago

bing ads connect new york city

bing ads connect boston

bing ads connect toronto

Questions? Comments?

Feel free to ping us on Twitter, where you can also get in touch directly with our Bing Ads Connect expert, MJ DePalma.

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Bing Ads trademark policy: Market by market variations

From a network quality perspective, trademark use is one of the most common complaints. There are many excellent blog posts already available on the topic, in particular: What's in a Brand Name? Using Trademarks and Copyrights in Your Advertising provides an informative overview of policy and best practice, from the perspective of an advertiser uploading their advertisements.

At the onset, please be advised that it is the advertiser’s responsibility to ensure that the use of keywords and ad content, including trademarks and logos, does not infringe or violate the intellectual property rights of others. If a trademark owner is concerned that their trademark is being used improperly in ad text, the owner should first contact the advertiser directly to address the issue. Please note, we do not act as mediators for IP dispute resolution purposes; for more information, please review our Intellectual property policies.

In this article, our aim is to examine the opposite side of the coin, namely situations in which another advertiser may bid on a different company’s brand terms, as well as a more in depth look at the differences in trademark policy in the European markets.

Differences in Trademark Policy in European Markets

Bing Ads trademark policy may differ depending on the market.

We will review complaints concerning advertisers who use brand terms belonging to third parties in the ad copy, taking into account what may constitute “fair use” of the brand terms (we will examine what “fair use” entails later in the article). This is enforced in all markets.


Here, Contoso Coffee Shop (an advertiser with Bing Ads) is using Fourth Coffee Shop’s brand term in the ad copy with no relevant content on the landing page and with a similar product offered. This behaviour is disallowed

Contoso Coffee Shop

Better than Fourth Coffee Shop

However, in some European markets, namely: Spain, The Netherlands, Denmark, Finland, Sweden, Norway, Germany, Austria and Switzerland,  we will not review requests concerning advertisers that may choose to bid on another company’s brand term e.g. Contoso Coffee Shop may bid on the keyword “Fourth Coffee Shop”.

This is also the case in markets like US and Canada (including the French language Canadian market).

Conversely, in France, Italy, Republic of Ireland and United Kingdom, we accept requests concerning advertisers who bid on other companies’ brand terms i.e. Contoso Coffee Shop bidding on “Fourth Coffee Shop”.

(The full country list: Australia, Brazil, France, Hong Kong, Indonesia, Italy, New Zealand, Republic of Ireland, Singapore, Taiwan, and the United Kingdom)

What constitutes fair use?

On the face of it, the decisions surrounding trademark use in ad copy seem relatively routine, but there are many instances in which usage could constitute a legitimate use of a brand term in paid search advertising. The subsequent non-exhaustive examples highlight this:

  • Use of a trademark by a reseller of authentic goods or services

Here, Contoso Phones, an authorised reseller of The Phone Company’s products, is bidding on their brand terms. This approach is compliant as The Phone Company products are available to buy on Contoso Phones’ website

Contoso Phones

Your premiere one-stop shop for phones and tablets, all providers. Sale on all The Phone Company products!

  • Informational websites about goods or services, such as product reviews

Here, Contoso Food Finder is a website that offers non-commercial information (e.g. there are no purchase options). This site offers information about Fourth Coffee Shop that is helpful to users.

Contoso Food Finder

Fourth Coffee Shop – Cafés in your area

  • Ordinary dictionary use of a term

Here, Contoso Windows is bidding on the term “windows”, with the ad referring to actual windows, and not the Microsoft product (brand) Windows.

Contoso Windows

Affordable window cleaners in your area

Similarly, Contoso Studios is bidding on the term “fine art”, the ad is referring to actual fine art, and not the brand term School of Fine Art

Contoso Studios

Fine art by respected local artists

  • Comparative advertising

Here, the Contoso Insurance Compare site offers a service to users by providing helpful information. Claims made by this type of site would need to be supported by independent research to attest to their veracity.

Contoso Insurance Compare

Find the best insurance for you

So there you have it! If you have run through this check list and still believe that the usage of your brand terms in paid search advertising is in violation of our policies, you can escalate your complaint via the relevant Bing Ads intellectual property concern form.

Again, as a reminder we do not act as mediators for trademark or other IP disputes between advertisers. As a first step we encourage you to contact the other party to solve the issue directly with them.

I hope I’ve helped clarify when the use of trademark terms in ad copy and at keyword level is permitted. If you have any questions or comments, please contact Bing Ads Support or visit the Bing Ads forums.

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Improve your online audience reach with Bing Solutions

With the holidays just around the corner, marketers everywhere are looking for ways they can stretch every dollar to ensure the best possible return on investment as the peak shopping season heats up.

Although you're most likely aware of pay-per-click (PPC) advertising as one option for increasing your exposure to online audiences, you may not know that there are several other options that Bing offers to help get your info in front of eyeballs who are searching for the products and services you provide.

For the sake of brevity and simplicity, let's take a look at those you'll find sharing web real estate with Bing Ads on the Bing Solutions page.

Bing Webmaster Tools

bing webmaster toolsWith Bing Webmaster Tools, you can...

  • Submit your site to Bing for inclusion in our organic search results
  • Generate reports that tell you where traffic is coming to your site from
  • Get recommendations on areas to improve on your site
  • Learn more about what people are searching for to help inform future updates


What's more, there's currently a promotion running through the end of next month for new users that includes an offer for $100 in USD credits for new Bing Ads advertisers*. Visit the Bing Webmaster Tools page for more information.

Bing Places for Business

You may already be showing up as a business listing on Bing, but with Bing Places for Business, you can claim that listing and add eye-catching information like photos, hours of operation, services offered and methods to contact you.

Bing Places for Business is a must for reaching mobile customers who are looking for what your business offers while on-the-go.

For more on both of these options, stop by the Bing Solutions page, where you'll also find resources related to apps & websites.

* Offer Details: Offer expires 9/30/2015 (midnight Pacific Time), and is available only to qualified advertisers who meet the following eligibility criteria: Open to new and verified Bing Webmaster Tools account holders who own their own Website and open a new Bing Ads account; a “new” account is one that has been open fewer than 30 days prior to the date of coupon redemption. Your account will be evaluated daily to verify you meet the eligibility criteria. When criteria is met, a Bing Ads coupon will be sent to each qualified advertiser by email in approximately 3 business days from date of verification. See full offer details here.

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Convert Product Ad Campaigns to Bing Shopping Campaigns

Ever since we launched Bing Shopping Campaigns (BSC) in July, we have been looking at how to make your transition from traditional Product Ads campaigns to BSC easier. As part of that effort, we are very excited to introduce a new tool: Convert Product Ad campaigns.

If you have been struggling to find time to upgrade to Shopping Campaigns, this tool is designed to make your life easier.  You’ll find this easy-to-use conversion tool under Tools, in the header at the top of Bing Ads:

bing shopping campaigns

In the Tools drop-down menu, click Convert Product Ad campaigns, where you’ll find a Status Page with the following information:

  • All your PA campaigns that are eligible for conversion to BSC
  • The corresponding status of each Campaign – “ready to be converted), or “in progress,” and whether it was then “Successful” or “Failed.”
  • A link to more details describing any error that may have prevented a successful migration
  • A list of all successfully converted campaigns


If you don’t see this right away - don’t worry!  The feature is simply on a rolling release, and will be accessible to all users over the next few days. 

Ready to begin? All you have to do is Check and Click and you’re done: 

1. Check the box next to the Product Ads campaign you want to convert, and

2. Click Convert Campaigns

By default, your newly-created shopping campaigns will be active immediately.

bing shopping campaigns

Key points to note:

  • Once you have converted your Product Ad campaign, you cannot convert the same campaign again.
  • Converting a Product Ad campaign will create a new Shopping campaign based on the existing data. It will not delete or pause the existing Product Ad campaign. NOTE: If you have both your PA and BSC campaigns running in parallel, please expect to see a split in volume across the campaigns.
  • You cannot edit your store ID after your Shopping campaign is created; prior to migration, ensure you have the correct Product Ad extension associated with your Product Ad campaign.
  • Not all information will be converted:

bing shopping campaigns

  • Some Product Ad attributes will be converted to new Shopping campaign attributes. So if your Product Targets are using any of the below, please ensure prior to the migration that you map these columns correctly in your feed and resubmit it, else the converted campaigns won’t match the right products causing issues with delivery.

bing shopping campaigns

  • You can start multiple conversions simultaneously or in a more staggered fashion. We will continue to run the conversion in the backend even after you log off.
  • Please remember to review your campaigns after conversion to ensure that the bids and targets created are in line with your expectations.


Connect with us

We're always looking for feedback on how we can improve Bing Shopping Campaigns to help you do more and work less. We invite you to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to:

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