Bing Ads, now called Microsoft Advertising, is Microsoft's paid search platform. It places text ads on Bing search results pages and across Microsoft's extended network, which includes Yahoo Search and MSN. While Google dominates search in most markets, Microsoft Advertising can be worth considering for specific audiences and industries, particularly where competition and costs on Google are high.
How do Microsoft Advertising (Bing Ads) work?
Microsoft Advertising works in the same way as Google Search Ads: advertisers bid on keywords and pay when a user clicks their ad. Campaigns are built in the Microsoft Advertising platform with similar controls to Google Ads, including keyword match types, ad scheduling, audience targeting, and conversion tracking. Microsoft also allows campaigns to be imported directly from Google Ads, which reduces the setup time for advertisers already running Google campaigns.
What share does Bing have in Thailand?
Bing's search market share in Thailand is very low, generally under 5%. The overwhelming majority of searches in Thailand are conducted on Google. This means that for most businesses targeting Thai-language audiences or Thai consumers broadly, Microsoft Advertising would generate very limited volume and is not a priority platform.
When might Bing Ads be worth using in Thailand?
Despite low market share, there are scenarios where Microsoft Advertising is worth testing for businesses in Thailand. The Bing audience skews towards older, higher-income desktop users, and in B2B sectors it captures a meaningful slice of corporate users on Windows devices where Bing is the default browser search engine. If your business targets international visitors, expatriates, or B2B buyers using corporate Windows machines, the Bing audience may be more relevant than the overall market share figure suggests. CPCs are also typically lower on Bing than on Google for equivalent keywords, so the cost per click can be competitive even if volume is lower.
Should you run Bing Ads?
For most businesses operating primarily in Thailand and targeting Thai consumers, Microsoft Advertising is not a priority. Google Ads will deliver significantly more volume and should be the focus of search budget. However, if you are already running Google Ads effectively and have capacity to test additional channels, importing your campaigns into Microsoft Advertising and running them at a modest budget is low effort and may identify incremental conversions at a lower CPC. It is worth a test rather than a commitment.