Performance Marketing
Is Microsoft Advertising (Bing Ads) worth it for ecommerce?
In short
Microsoft Advertising is worth testing for ecommerce brands that already run profitable Google Ads. It adds search reach on Bing and partner sites with little setup effort, because you can import campaigns from Google Ads. It suits brands that sell internationally or reach desktop and B2B buyers, as long as you judge it on incremental revenue.
Contents
- Is Microsoft Advertising (Bing Ads) worth it for ecommerce?
- What is Microsoft Advertising and where do ads show?
- Which ecommerce brands should test Microsoft Advertising?
- How does Microsoft Advertising compare with Google Ads?
- Is Microsoft Advertising available outside the US?
- How do you set up Microsoft Advertising?
- How do Microsoft Shopping campaigns work for online stores?
- How should you evaluate a Microsoft Advertising test?
- Key takeaways
Is Microsoft Advertising (Bing Ads) worth it for ecommerce?
If your Google Ads account is already profitable, usually yes, as a complement rather than a main channel. Microsoft Advertising shows your ads on Bing and on Microsoft's partner search sites. Because you can import campaigns from Google Ads, setup effort is low. The real question is whether the extra volume in your markets justifies the management time.
This guide covers who should test Microsoft Advertising, how setup works, how Shopping campaigns fit in and how to judge a test fairly.
What is Microsoft Advertising and where do ads show?
Microsoft Advertising is Microsoft's search and display ad platform. Search ads can appear on Bing and across Microsoft's search partner network, which Microsoft says includes sites such as DuckDuckGo, CBS and Forbes.
The account structure mirrors Google Ads: campaigns, ad groups, keywords and ads work the same way. Responsive search ads accept up to 15 headlines and 4 descriptions, just like Google. According to Microsoft, static headlines in dynamic search ads are unique to its platform.
Which ecommerce brands should test Microsoft Advertising?
It is not a priority for every store. Test it if one or more of these applies:
- Your profitable Google campaigns are budget-capped by demand. Capturing the same search intent on another network is one of the lowest-risk ways to grow.
- You sell internationally. Check how much search volume Bing has in your target markets with Microsoft's keyword planner, which covers every market Microsoft Advertising supports. If cross-border selling is new to you, our international selling starter guide covers the basics.
- Your buyers search at work or on desktop. Office supplies, B2B procurement and professional equipment can benefit from Microsoft's business-oriented targeting.
- Your product feed is in good shape. A feed that works in Google Merchant Center moves easily to Microsoft Merchant Center.
If you have not built a profitable Google Ads setup yet, start there. Microsoft Advertising multiplies what already works; it will not fix a weak structure. Our Google Ads setup guide for ecommerce walks through that foundation.
How does Microsoft Advertising compare with Google Ads?
| Topic | Google Ads | Microsoft Advertising |
|---|---|---|
| Search network | Google Search and search partners | Bing and Microsoft search partners |
| Product ads | Shopping via Google Merchant Center | Shopping via Microsoft Merchant Center |
| Site tag | Google tag | UET (Universal Event Tracking) tag |
| Setup | Built from scratch | Import tools for Google Ads, Meta Ads and Pinterest Ads |
| Distinct targeting | Google audience segments | LinkedIn profile targeting (company, industry, job function) |
LinkedIn profile targeting is a genuine differentiator for B2B ecommerce. Microsoft also says its in-market audiences draw on search and click signals from Bing and page views on Microsoft services.
Is Microsoft Advertising available outside the US?
Yes, in many markets. Microsoft's developer documentation lists dozens of countries where Shopping campaigns and product ads are available, across Europe, the Middle East, Asia Pacific and the Americas. Check the current list for your target markets before planning, and use the keyword planner to simulate volume by country, region or city.
Currency is another early decision. Microsoft publishes the supported account currencies along with minimum bids and budgets, and notes that a few of them are not yet available to everyone. Pick the account currency deliberately, because billing and reporting run on it.
How do you set up Microsoft Advertising?
- Open an account and choose the currency deliberately.
- Install the UET tag. Microsoft says you create one UET tag and add it to every page of your site. UET is a prerequisite for conversion tracking and remarketing.
- Define conversion goals. Send purchases with order value, otherwise you cannot measure ROAS.
- Claim your domain and set up Microsoft Merchant Center. Microsoft requires a claimed domain before you build a Merchant Center store, and you can import your Google Merchant Center setup.
- Import your Google Ads campaigns. Import tools bring over campaign structure, keywords, ads and targeting settings. Start with profitable campaigns, not everything.
- Review settings after import. Check bids, budgets, location targeting and language settings one by one. An import is a starting point, not a finished account.
- Watch search terms closely. The partner network can bring different queries, so review the search terms report often in the first weeks.
How do Microsoft Shopping campaigns work for online stores?
Microsoft Shopping campaigns show product images, prices and your store name in search results. The main Shopping features Microsoft highlights are:
- Local inventory ads: promote products in stock at your physical stores to nearby shoppers.
- Merchant promotions: show product-level or sitewide offers inside product ads.
- Dynamic remarketing: show people the products they viewed on your site.
The feed work you do for Google (descriptive titles, accurate categories, quality images) pays off here in exactly the same way.
How should you evaluate a Microsoft Advertising test?
Without a plan, you will reach week six unable to say whether it worked. Decide upfront:
- Success metric: use the same target ROAS or CPA as the matching Google campaigns.
- Duration: smart bidding needs time to learn, so judge on several weeks of data.
- Incrementality check: look at total revenue, not just platform-reported sales, to see whether Microsoft adds new orders or relabels orders you would have won anyway.
Example: a home textiles brand selling to Europe imports its three most profitable Google search campaigns and its Shopping campaign. It caps the budget at a small share of its Google spend and tracks the same target ROAS for eight weeks. If Shopping hits target and search lags, it shifts budget to Shopping and keeps only brand and top product keywords in search.
Key takeaways
- Microsoft Advertising is a low-effort search channel that complements, not replaces, Google Ads.
- You can import campaigns from Google Ads, Meta Ads and Pinterest Ads, but always review settings afterwards.
- The UET tag is required for conversion tracking and remarketing.
- LinkedIn profile targeting makes it particularly interesting for B2B ecommerce.
- Judge tests on the same targets as Google and on their effect on total revenue.
If you want to estimate what Microsoft Advertising could add to your current search budget, the Performetic team can run a free growth analysis with you.
Frequently asked questions
Is Bing advertising worth it for small ecommerce stores?
It can be, once Google Ads is already profitable. Microsoft Advertising lets you import working Google campaigns with little effort, so the cost of testing is mostly a few hours of setup and a modest budget. If Google is not yet profitable, fix that first, because the same issues will likely appear on Microsoft.
Can I import Google Ads campaigns into Microsoft Advertising?
Yes. Microsoft's import tools support Google Ads, Meta Ads and Pinterest Ads. They can bring over campaign structure, keywords, ads and targeting settings, and there are import options for Google Merchant Center and Performance Max. Always check bids, budgets and targeting after the import.
What is the UET tag?
UET (Universal Event Tracking) is Microsoft Advertising's site tag. Microsoft says you create a single UET tag and add it to every page of your website. It records what visitors do on your site and is a prerequisite for conversion tracking and remarketing lists.
What targeting is unique to Microsoft Advertising?
Microsoft highlights LinkedIn profile targeting, which lets you reach people based on company, industry or job function from their LinkedIn profiles. This is especially useful for B2B ecommerce. It also offers in-market audiences built from Bing search and click signals and page views on Microsoft services.