Big news for Bing advertisers: Introducing Windows 10

bing windows 10This summer marks a number of milestones for us here at Bing. It’s a new fiscal year for us, so it’s also a month of beginnings. Just over five years ago, we entered a search partnership with Yahoo that started a new path in search advertising. Four years ago, search was still a relative blip on the radar compared to the macro-level world at Microsoft. Since then, we have evolved Bing to be the core platform at Microsoft, delivering insights and information across all of our services and experiences.

Today’s Windows 10 launch is exciting news for everyone who uses Windows, empowering them to do more across their digital work and digital lives. For Bing advertisers, the news gets even better. Bing is built into Windows 10, delivering search services for the 1 billion people who are expected to upgrade to Windows 10 by 2018.

The journey has only started: Reach further with Bing Ads

We’re estimating query volume gains from 10 to 15 percent as early as September -- not only from new users, but from existing Bing users who will now use Bing more frequently.

What’s behind this increase?

Windows 10 puts Bing and Cortana at your service when and where you need them, without having to leave what you’re doing to launch a browser – even if you can’t spell or type.

For example: The new task bar on the Windows 10 desktop is a direct line to Cortana (and Bing). Spoken or typed web searches now bring up Bing search results,which includes relevant ads.

When users launch the new Microsoft Edge browser, they will see the brand new MSN – optimized for search. Only Edge has Cortana built right into the address bar.

Bing anywhere, anytime and on any device

At Microsoft, we understand that the best screen is always the one consumers are on. As their lives become more mobile, they want to take experiences with them,regardless of device or operating system. Your customers can now access what they love, wherever they are and on whatever device they are using.

The Cortana app, for example, will connect users’ devices to their PCs, seamlessly buzzing them with reminders, answering their questions and acting as their very own personal assistant. With the Cortana app on iOS and Android, Bing will draw in new users, and continue to expand our overall search and mobile search share.

What does this mean?

With the launch of Windows 10, Bing Ads is poised to deliver more for your business. This means significant volume just in time for upcoming holiday campaigns – both from new Android and iOS mobile users and from existing users who now have many more opportunities to search. All Bing and Cortana users will now not only enjoy a fully integrated, cross-device experience, they’ll get more meaningful and relevant information every time they search.

And this is just the start.

As Windows 10 -- and other new devices -- make their ways to consumers during the holidays, we expect continued growth in Bing traffic into the foreseeable future.

Advertisers will not only want to be prepared for the game-changer that is Windows 10, you will change the way you think about success in search advertising.

You can expect more – and we look forward to delivering.

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Free Bing Ads training and professional accreditation

Have you ever started a new job and showed up eager to learn on your first day of training, only to realize that the person responsible for getting you up to speed consistently explained things at a level that was way beyond where you were then and there, as a brand new employee? Maybe you've been that tenured employee who had to provide the training and had a really difficult time getting a sense of how much knowledge and experience the new hire had so that you'd know where to start? 

This is a fairly common scenario, best summarized by "the curse of knowledge," from Wikipedia:

bing ads training accreditation

When it comes to learning the ins and outs of PPC campaign management, it would be a virtual "curse of knowledge" minefield for a seasoned veteran to show a rookie the ropes. From the basics of campaign components and structure to more advanced concepts relating to reporting and optimization, the more thorough the training, the better prepared any aspiring PPC marketer will be.

Not surprisingly, here at Bing Ads, we want you to be successful with driving a great return on investment with your campaigns. Whether you're a small business owner who's just dedicating a few hours each week to running a single PPC campaign targeting local patrons, or if you're an agency rep who's got a book of business worth millions of dollars, the better educated you are on how to set up, manage and optimize campaigns, the happier you and/or your clients will be.

For free training Bing Ads training and accreditation (the latter more relevant for advertising professionals), be sure to visit the Bing Ads Training Courses page. These online courses are designed to let you choose the topics you want to learn about and progress at your own pace; you can leave off and pick back up at your leisure:

bing ads training accreditation

While these courses can be used by anyone to get up to speed on Bing Ads, our accreditation program should be of particular interest to advertising industry professionals. Visit our Training Overview page to learn more about becoming certified as a Bing Ads Accredited Professional and the benefits of becoming a member of our Find a Pro Directory.

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Catching the early birds with insights from Bing Ads

When we first published our Back to School (BTS) insights back in April, we caught some flack on Twitter for addressing this particular topic before the kids were even out of school (we saw it coming, hence the intro of that blog post). Now, with August just around the corner, we're right in the middle of the peak period for online shoppers looking for BTS supplies. If you're among those BTS retailers who leveraged the tips we shared back in April to get your campaigns built, launched and optimized before that seasonal lift started, then you're probably seeing some pretty decent traction on your campaigns right about now.

If, on the other hand, you put off getting your BTS campaigns up and running until now, you'll still capture what remains of the traffic between now and when school starts, but you're jumping into the game right at the peak of competition, which means bid prices are at a premium. The earlier you're able to get your seasonal campaigns up and running, the better your chances are of logging some sales from the early birds, which can sometimes mean lower costs-per-click and therefore, better return on investment.

To that end, you might consider bookmarking our Industry Insights page and checking in on your primary vertical once you spot a seasonal opportunity approaching on the horizon. Because we want to help set you up for success, we typically publish actionable insights several weeks to several months in advance of when the anticipated traffic spike will occur in order to give you ample time to build and launch your campaigns.

bing ads insights

Questions? Comments? Feel free to ping us on Twitter.

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One Display URL Domain per Ad Group

Display URL plays a vital role in ad copy as it signals users on where they’ll get redirected after clicking. An example of display URL would be “” marked in green in below ad copy.


Typically, the purpose of an Ad Group is to bring together related ads and keywords under a common theme and therefore sharing the same display URL domain for all ads.

In our efforts to provide users with a high quality experience, we’ve decided to enforce an additional check for display URL’s belonging to an ad group. Therefore, beginning first week of August, we will allow only single display domain to be associated with an ad group. This amendment will be global and would apply to ad groups across countries and languages.


What display URLs will be allowed?

All URLs hosted in the same site including subdomains sharing the same domain will be allowed. An example for compliant and non-compliant set of display URL’s within an ad group will be:

Ad Group 1

Ad Group 2



All the URLs shown under ‘Ad Group 1’ are allowed because they share the same top-level or root domain of “”, even though the URLs are different. The URLs shown under ‘Ad Group 2’ are not allowed because they don’t have the same root domain.


How will I know if my ad groups are non-compliant?

Once the policy is rolled out starting August first week, we will start disapproving non-compliant ad groups and rejected ads will have following message listed in Bing Ads UI:


Similar messaging will be available in Bing Ads Editor.


Corrective action plan

While most of our advertisers today follow the practice of having one domain per ad group for display URLs, action will be required from those who do not. If any of your ad group contains multiple domains for display URL, align the ads into separate ad groups so that ads within an ad group contain same domain for display URLs to avoid any disruption caused by disapprovals.

Also, ensure that display URL and landing page URL also share the same top level domain and adhere to all Bing Ads editorial policies for display URL.


Can I request an exception?

While we do acknowledge that there might be scenarios requiring presence of different display domains to be associated with same ad group, we would not be able to provide an exception. This change is being implemented in our efforts to help you categorize your ad groups better.


Thanks for reading and, as always, we're happy to hear your thoughts on enhancements we can make to improve your Bing Ads experience. Stay connected with us through Feature Suggestion ForumTwitter, or Bing Ads Feedback.




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