Bibliothèque de publicités Microsoft Ads
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What is the Microsoft Ads Ads Library?
Microsoft Ads (formerly Bing Ads) is the second-largest search advertising platform, reaching 1.2 billion monthly searches across Bing, Yahoo, AOL, and partner networks. Its killer feature is 20-35% lower CPCs than Google for the same keywords, plus exclusive LinkedIn profile targeting for B2B campaigns. The Bing audience skews older, wealthier, and more desktop-oriented, making it particularly strong for financial services, healthcare, and B2B.
How to Use the Microsoft Ads Ads Library
Import from Google Ads
Use the Google Import tool to copy campaigns, keywords, ads, and settings directly from Google Ads in minutes.
Apply Microsoft-Specific Targeting
Layer LinkedIn targeting (job function, industry, company) on top of search campaigns — exclusive to Microsoft Ads.
Adjust Bids for Bing
Bing CPCs are typically lower; adjust bids down 20-30% from Google levels and let the algorithm optimize.
Expand to Audience Network
Enable Audience Ads to extend reach beyond search into native display across Microsoft properties.
Microsoft Ads Ad Formats
Search Ads
Text ads appearing on Bing, Yahoo, and AOL search results for keyword queries.
Shopping Ads
Product listing ads with images, prices, and merchant info on Bing Shopping results.
Audience Ads
Native display ads served across MSN, Outlook.com, Microsoft Edge, and partner sites.
Performance Max
AI-optimized campaigns across all Microsoft Advertising surfaces including search, display, and native.
Multimedia Ads
Visually rich search ads combining large images with text, standing out on the search results page.
Video Ads
Video placements across the Microsoft Audience Network including MSN and partner sites.
What You Can Do
- 1Capturing cheaper search clicks for high-CPC industries (legal, insurance, finance)
- 2Reaching the older, higher-income Bing demographic
- 3Importing and extending existing Google Ads campaigns effortlessly
- 4B2B targeting using LinkedIn profile data integrated into Microsoft Ads
- 5Shopping campaigns on Bing with less competition and lower CPCs
Microsoft Ads Advertising Best Practices
- Import Google Ads campaigns as a starting point, then customize bids and targeting for Bing's audience.
- Use LinkedIn profile targeting to add B2B audience layers on top of search intent — a feature no other search engine offers.
- Enable Image Extensions and Multimedia Ads for higher CTR — Bing search results have more visual real estate.
- Bid on exact match keywords more aggressively than on Google; Bing's broad match can be less precise.
- Don't overlook Bing Shopping — competition is significantly lower and ROAS is often higher than Google Shopping.
- Monitor search partner performance separately and opt out if quality is low.
How Much Do Microsoft Ads Ads Cost?
| Ad Type | Typical Cost Range |
|---|---|
| Search (General) | $0.60 - $1.50 |
| Search (Legal/Insurance) | $3.00 - $30.00 |
| Shopping Ads | $0.20 - $0.80 |
| Audience Network | $0.15 - $0.50 |
Costs vary by industry, targeting, and seasonality. These are approximate ranges based on industry benchmarks.
Top Industries on Microsoft Ads
Microsoft Ads Targeting Options
Pro Tip
Enable LinkedIn Company targeting on your highest-value search campaigns to bid more aggressively when searchers work at your target accounts — this turns generic search ads into precision ABM.
How Microsoft Ads Compares
Microsoft Ads is the best complement to Google Ads, offering 20-35% lower CPCs and exclusive LinkedIn B2B targeting that no other search platform provides. While volume is lower, the older, higher-income audience converts well for financial services, healthcare, and professional services.
Frequently Asked Questions
Is Microsoft Ads worth it alongside Google Ads?
How does Google Import work?
What is LinkedIn Profile Targeting?
What audience does Bing attract?
How should I budget between Google and Microsoft?
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