Traffic quality center

Ad placement

Understanding where your ads will appear
The Bing Network includes the content and search network. Within the search network, your search ads can be displayed on Bing owned and operated sites, syndicated partner sites, or both. Your search can be displayed on the following types of websites; this list is not exhaustive.

Search ads
Bing owned and operated properties
These sites include, and any other Microsoft sites. Many of these sites have Bing search query boxes and search ads displayed on search results pages. Some pages also feature popular topics or news stories that change throughout the day. These also provide links to search queries resulting in the display of search ads. Owned and operated properties might also display search ads in ways as described below.

Ads on the search network may also be displayed in the Windows 8.1 Smart Search Results.

Syndicated search partner sites
If you choose to have your ads displayed on syndicated search partner sites, your search ad may appear on the following types of sites, in addition to search results pages.

Sponsored search
Sponsored search partners own sites that are part of the Bing network. In some cases, these implementations feature a search box allowing a user to enter search terms which then result in the display of search results and/or search ads. Some partners also offer a downloadable toolbar or application. Toolbars, by definition, contain search boxes that resolve to a search results page featuring search ads, depending on the query entered by the user. Applications offer users a variety of options in addition to search box opportunities and will display search ads depending on the query entered by the user.


Directory / category search
Directory or category search involves user navigation through a directory, which can be similar to a table of contents for a website. These sites contain links listed below categories of interest (e.g. electronics, home and garden, jewelry) that allow users to fine-tune their web browsing by drilling down into specific sub-specialty interests, which may result in a page showing search ads.


Domain and error implementations
Parked domain sites (and other domain match sites) are part of the Syndicated Search Network. Domain Match serving technology matches search term keyword suggestions and sponsored ads relevant to undeveloped domain names and unregistered domain names. The Domain Match product refers to advertisements or related keyword suggestions displayed on a landing page that typically receives significant type-in traffic.

Error channel partners will provide users with relevant categories of keywords or ads in cases where the original domain they try to access would normally result in a 'page not found error.' These error pages display keywords and search ads according to the original query/domain input.

To increase the volume of high-quality traffic to their sites, some of our syndicated partners are approved to advertise with other providers. This might increase the number of visitors to a partner’s site, where your ads may be displayed and thus might drive additional users to your website.


“Display-to-Search” is an implementation that consists of a list of keywords featured in a display ad. These related keywords are generally related to the content on the page. Just as with a standard search query, a user who clicks on one of the featured keywords in the labeled ad is then taken to a search results page that may include search ads. In some circumstances, such as sensitive news articles, non-related keywords are used.


Search ads can be displayed within a mobile browser or app, depending on the query entered by the user.


Email implementations within the Bing network are CANSPAM compliant and consist of keyword links which then take users to a search results page. This is a two-click implementation, meaning that a user has to click twice before reaching an advertiser webpage, which further qualifies the traffic.


Qualified search
Qualified search allows some websites to display sponsored search results after a user performs a query on an approved search engine. In some cases, if a user performs a search on an approved search engine and then clicks on a search result that is not an ad, search ads for their originally matched query may be displayed on the new page.

Search enhancers

A search enhancer is a user-installed application which displays sponsored search ads above or beside the search engine results. A user has to actively download this application in order for the functionality to take effect. If a user has installed an approved search enhancer and then performs a search on another search engine, sponsored ads are displayed at the top of the page for the query they performed.


Other implementations
Bing Ads places search ads on a wide variety of sites, with frequent changes and enhancements. The list above, therefore, is not exhaustive. Please refer to the Advertiser resources page for information on tools available to monitor and control your traffic sources, including the ability to exclude certain sites from your ad placements.