Bing Champion: My Journey

What is Bing?

Bing was introduced on the 28th May 2009  and was released 1st June in the same year. Microsoft owns Bing, which is a web search engine. It provides Pay-Per-Click advertising. The advertising platform has provided us with many varieties of search services such as: maps, web, video and image. We can connect with customers searching and browsing online, no matter what device they are using.

As a business owner, you’re most likely questioning yourself on whether your business should be on Bing. Bing Ads is known for having a higher CTR than Google, as well as more engagement. Having your website optimized by Bing will greatly increase the visibility of your site, which means more traffic for your website, and your physical store (if you have one). Many businesses have used Bing to drive sales and increase revenue and have seen a growth within their business

Becoming Microsoft Advertising

In recent news, Bing Ads has re-branded to Microsoft Advertising. The re-brand does not effect the search engine, which will still be known as Bing. The ad platform is what the brand change is all about. With future developments in place, Microsoft are eager to get you more connected to your data and your business.

Following on from that, advertising is evolving and Microsoft Advertising knows it! That is why they have to evolve too. Microsoft have changed their partner project naming it ‘Microsoft Adverting Partner Program’.

The reason behind the re-brand, Microsoft explains:  “… it’s no longer just reaching more people that matters to growing your brand. It’s about making each connection feel one-to-one, at just the right time and place. More meaningful, more timely, and more valuable — this is how we see advertising evolving.”

The New Champion

At Broadplace Advertising, I am taking on the role of the new Bing Champion. As the new champion, learning about the platform will be my responsibility. I will take an exam based on the knowledge I have gained. Therefore, showing that I understand all about Microsoft Advertising. The team will then do an internal training session with me, where I will share my knowledge and newly found expertise with them. As a result, keeping them updated with any new and upcoming updates, news and events.

There are 8 champions here at Broadplace. For example, Facebook and Analytics, are two of the champion topics. We use the champions scheme as it is a great opportunity to vary your knowledge in different subjects. Therefore, we are able to share your expertise with the rest of the team through training. Each champion will have to provide an internal training session to the rest of the team on their subject.

To receive my Bing accreditation, I will need to pass my Bing exam. Once I have passed, developing and sharing my knowledge of Microsoft Advertising with my clients and any future clients will be my priority. Hopefully, my clients will come to the conclusion that they should start advertising on Microsoft Advertising. So my clients and their business will benefit from any features that they offer.

Find out more here:

Microsoft Advertising Reaches New Markets

Broadplace Advertising has been awarded the Elite Channel Partner status by Microsoft Advertising – we are now one of only three elite partners in the United Kingdom! As a Microsoft Advertising Partner in this group, we have high capabilities and passion to drive success. Elite Channel Partners like us get superior access to new Microsoft products and services, through exclusive access to: training, marketing and technology.

Speaking of the Elite Channel Partnership, Ajay Syal said,

“We are delighted to have been accredited with Bing Elite Channel Partner status which demonstrates our belief and commitment to Bing Ads. We are confident that with the additional support from Microsoft we will be able to further fuel this growth. The initial signs from Q1 2019 are definitely telling us we are heading in the right direction.”

April 2019

In April 2019, one of our team leads, Michal Wielechowski, visited Microsoft’s ‘Bing Discover Days’ event in Dublin, with our Managing Director, Ajay Syal. The two day conference offered a unique opportunity to network and meet senior Microsoft leaders.

Later in April, we discovered that Bing Ads was changing to Microsoft Advertising. Rik van der Kooi, corporate vice-president for Microsoft Advertising said:

“In the next year, we’re introducing more advertising products with built-in AI, more connected to your data and your business”. (Search Engine Land)

We are excited about how the brand is further developing it’s access to wider networks – such as Outlook and LinkedIn! As a result of these changes, we will be able to offer our paid search clients additional benefits.

May 2019

In May, our Managing Director, Ajay Syal, and Chief Executive Officer, Rohit Chugh, visited the Microsoft Advertising summit in Seattle. Ajay and Rohit came away with an award for top EMEA growth partner! The award represented the substantial growth of our Bing Ads spend and product adoption in 2018. In November 2018, Microsoft was given the title of the world’s most valuable company.

“Microsoft had overtaken Apple to become the world’s most valuable company, a stunning climax in a year that also saw it pass Amazon and Google’s Alphabet Inc.” (Bloomberg)

Consequently, we have recently noticed Bing catching up with our Google accounts! Our customers are beginning to see the value of Bing’s search audience.

“According to Bing, half of the users on their audience network are married or living with a domestic partner” and “40% of the network is between 35-54 years old.”(AdEspresso)

The above demographic is a group that our clients are keen to tap into and we’re happy to support them in that journey! Want to find out more about how you can make use of the Microsoft Advertising network? Call us today on:  020 7993 9853

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