Microsoft Advertising (formerly known as Bing Ads) is the platform used to serve adverts on the Bing search engine. Like Google Ads, you can use Microsoft Advertising to show adverts to potential customers as they search for your products or services.
Bing holds a much lower market share than Google and is most commonly used by an older demographic, with users between 45 and 64 being most likely to use Bing. As of January 2021, Bing held 6.84% of the global search market, while market leader Google had 85.86%. Despite holding a lower market share, Bing still recorded more than 1 billion unique users in January 2021 alone, meaning Bing shouldn’t be dismissed.