Compare Search and Content Ads

Microsoft adCenter offers two ways to display your ads to potential customers who use the internet: Search Ads and Content Ads. You can choose to use these distribution methods individually, or combine them to customize your campaign for the best possible return on investment.

 

Search Ads

Content Ads

Where do my ads appear?

Bing results pages.

Microsoft-owned web sites, such as MSN Tech & Gadgets, Money, Real Estate and Windows Marketplace, as well as participating partner web sites.

How is the distribution method I choose related to my target audience?

Your ads are displayed with links to information that your target audience has requested.

Your ads are displayed along with relevant content that your target audience has chosen to read. As a result, you extend your advertising reach to a broader segment of your target audience.

How do my keywords affect the display of my ads?

Your keywords are compared with words in a customer’s search query.

Your keywords are compared with words on content-based web pages.

How can I optimize my bids for keywords?

You can set separate bids for broad, phrase and exact search match types.

You can set separate bids for Content Ads Beta keywords.

How am I billed for my ads?

Cost per click (CPC)

CPC

Is the distribution method turned on by default?

Yes

Yes

Can I turn off the distribution method?

Yes, for entire campaigns or for individual ad groups within a campaign.

Yes, for entire campaigns or for individual ad groups within a campaign.

Can I target customers?

Yes

Yes