Bing AdCenter

Bing AdCenter – Sponsored Text Ads (PPC)


Bing Ads is what was known for many years as Microsoft adCenter or MSN adCenter.


This service provides a pay-per-click (PPC) avenue of advertising on both the Bing and Yahoo!


Bing Ads is conceptually and operationally comparable to what is offered by Google AdWords. This makes sense since their purpose in marketing is the same and they both are used on the platform of the internet.


Bing Ads takes into account the maximum amount an advertiser is willing to pay for each click by visitors, which is the essence of PPC. Bing Ads also considers the advertisement’s click-through rate, known as CTR, in determining how the frequency with which an advertisement is shown.


Effective advertisement writing relevant to the particular product or service is essential. This sounds obvious, but is not always an easy or quick process. What may “sound good” or “look good” on the surface may not be effective if one is not aware of the nuances of PPC operations, rules and statistics.


Advertisers on Bing Ads target specific audiences by restricting parameters to a given set of demographics, increasing bids when strategic criteria are met, and  running ads on specific days and/or times.


Bing Ads supplies a tool for the desktop that allows for offline management of advertising campaigns. The Bing Ads Editor can be utilized to make offline changes to campaigns and sync it online at the right time.


Incredible Historical Perspective

Microsoft has been very serious about Bing’s presence on the internet since the unveiling in 2009 by Microsoft CEO Steve Ballmer of the new Search engine.


In 2006, Microsoft purchased the Canadian based web-analytics software creators DeepMetrix and subsequently began development of their advertising analytics program.

In May 2007, Microsoft purchased the digital marketing solutions parent company, aQuantive followed by ScreenTonic and AdECN that same year and YaData in 2008 to strategically merge the complimentary technologies.


Bing burst on the internet scene in 2009 with features including a listing of search suggestions for entered queries along with a list of related searches grounded on semantic technology. This specialized technology was supplied by a company called Powerset, which Microsoft purchased in 2008.


Then, in 2009, Microsoft created a brainstorm: The Publisher Leadership Council. This brainstorm became responsible for delivering what they called the next-generation advertising platform for digital media.

Also in 2009, shortly after Bing was introduced, Microsoft announced a deal with Yahoo! which basically amounted to Bing beginning to power the Yahoo! Search Engine.

Microsoft revealed the development of new infrastructure related to the back-end of internet searches in 2011. Their goal was to deliver faster search results with increased relevancy.


During 2011, new indexing technology referred to as the “Microsoft Tiger” was fully and globally integrated into the developing search engine.


2012 and 2013 saw new looks and features to Bing as Microsoft redesigned and improved their technology and philosophy to further include social networks for information relevant to the search query.


On February 28, 2014 Bing Ads announced a revision to its Bing Ads Editor. It would now not only have an improved sync results window, but also increased freedom and convenience to rename campaigns and ad groups as well as an adjustable edit pane.


Where is Microsoft Headed?

Microsoft developed one of the first three major search engines on the internet and they are headed to be one of the two developers that remain.

Remember that MSN Search was a search engine created by Microsoft and launched in 1998 with three components: search engine, index, and web crawler. MSN Search became (or was replaced with) Windows Live Search in 2006 and was subsequently superseded by Bing three years later.


The point is that Microsoft has been involved in the internet for a very long time. In fact, they are one of the three original big players and contributors with Yahoo! and Google being the other two. They are in their third decade of being heavily involved in internet indexes, search engines and web crawlers as well as algorithms and online marketing.


Many people are aware that there is an affiliation between Bing and Yahoo! But, following is what most people are not aware of regarding the deal they made on July 29, 2009. It is a ten-year deal culminating in the fact that Bing, through the Microsoft Search Alliance, will actually replace the Yahoo! Search Engine?


What Does This History Mean To Your Advertising Strategy?

It should be starting to become obvious that the combined market share of Bing and Yahoo! should be seriously considered as part of your internet advertising strategy and online marketing strategy. Bing Ads can become an integral component of your Internet Presence


Management strategy

Microsoft’s PPC advertising methodologies and technology have advanced to become very influential position on the internet.


How Is Convergent1 Involved?

Convergent1 has been working strategically on having a strong presence in the digital world just as Microsoft has, but in a slightly different arena where Bing Ads is one of the components.


Convergent1 has successfully developed NexGen Marketing through which we improve the business performance of our clients in an increasingly complex marketplace that we understand and in which we excel.


Convergent1 PPC Management

PPC is an advertising option available on various internet advertising networks, blogs and other content sites. Search engines also enjoy reaping the benefits of being paid for advertising when these types of ads are clicked. There are many variables such as the target audience as well as the service or product being advertised to consider, but generally search engine advertisers bid on relevant keyword phrases while content sites generally charge fixed prices per click.


After the first step of determining what you want to accomplish and what you budget is, determining the appropriate PPC model is the next step. The decision as to whether a fixed rate per click or bid-based rate (that allows and actually facilitates competition) is best necessitates looking at several factors. Working along with our clients to make determinations in all these aspects of PPC is something in which Convergent1 professionals have a wealth of experience.


Further, whether keyword, sponsored search or sponsored text based, Convergent1 has the experience to make the determination and creation as well as perform the ongoing management – a crucial component for success. It is not the true professional who just writes an ad that seems related to the service or product and then lets the money dwindle to nothing without results.


Convergent1 is all about working with each client on goals, quality, relevancy and longevity…which includes proper monitoring and intervention as necessary.

We live and breathe in the NexGen Marketing world.

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