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Bing Ads API Overview

  • 9/17/2021
  • 5 minutes to read

In this article

Microsoft Advertising is a pay-per-click (PPC) advertising platform used to display ads based on the keywords used in a user’s search query. For advertisers placing a large number of ads or developers building advertising tools, the Bing Ads API provides programmatic access to Microsoft Advertising. Using the Bing Ads API is the most efficient way to manage many large campaigns or to integrate your marketing with other in-house systems. Some organizations may choose a hybrid approach; using the web UI for most tasks but automating reporting or campaign optimization with the API.

Who should use the Bing Ads API?

You should consider using the Bing Ads API if your business model resembles any of the following:

  • You are a direct advertiser managing your own ad spend and you want to integrate our PPC marketing with your internal inventory management or conversion tracking systems.
  • You are a tools vendor developing advertising management solutions for advertisers or agencies.
  • You are an advertising agency and manage ad campaigns for many clients.
  • You are an aggregator and want to build Bing Ads API applications to manage the campaigns of your advertising clients.

For more information about becoming an agency or aggregator partner, see the Account Hierarchy technical guide, the Agency Hub, and the Microsoft Advertising Partner Program welcome page.

Where your ads will appear

When you advertise using Microsoft Advertising, your search ads can appear on the search results page on websites throughout the world. These sites can include Bing, AOL, and Yahoo owned and operated sites as well as Bing, AOL, and Yahoo syndicated search partner sites. (Syndicated search partner sites are sites that use Bing and Yahoo search results.) For more information, see About ad distribution.

Your ads can appear on search results page when a customer does a search on Bing. Where you ad appears on search results pages is determined by the keywords you use to associate your ads. For example, Pat owns a toy store and wants to create ads for kids’ electronics. They might include keywords like “walkie-talkies”, “electronic pets”, and “kids’ music players” so their ads could be more relevant to customers’ searches, and show above or next to the search results.

Expanded Text Ad

To see where Microsoft Advertising is available…


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