It is official, Microsoft Adcenter is now Bing Ads. The new name is a bit misleading because if you advertise with Bing your ads will show on Bing and Yahoo search networks. Yahoo and Bing joined forces a few years ago to try to take market share away from Google. This merger did not really add up for some of the clients that I was working with at the time. One client was getting 15% of his conversions from Yahoo and another 5% from Bing. When they merged together, only 12% came from both Yahoo and Bing. It was disappointing to say the least and I still don’t know where the missing 8% went.
Anyways Bing Ads provides a really good return on investment compared to Google. There is just less competition on Bing, so you pay less per click. If you are US advertising I would highly recommend running Bing ads as the traffic is pretty good. In Canada, Bing is hardly worth running because it doesn’t get enough traffic. That being said it is really easy to import your campaigns over from Google Adwords. So give Bing Ads a try.