Microsoft Advertising is the online advertising platform of Microsoft. An advertiser creates campaigns, and the platform shows the ads across Bing, Edge, Outlook, Copilot, MSN and partner sites such as DuckDuckGo; the home page says it reaches more than 1 billion people in 187 markets. Formats include search ads, display ads, video ads and Performance Max campaigns. Existing campaigns can be imported from Google and Meta.
Its conversion tracking tool is Universal Event Tracking (UET). The advertiser places one UET tag, a small script, on all pages of the website. The tag records what visitors do after they click an ad, such as a purchase, a form submission or a sign-up. Microsoft Advertising uses this data to show which campaigns, keywords and ads bring results, to run automated bidding toward a target cost per acquisition (CPA) or return on ad spend, and to build remarketing lists, lists of earlier visitors who can be shown ads again.
Pricing is auction-based. The advertiser sets a daily or monthly budget and bid limits, and pays per click (CPC) or per 1,000 impressions (CPM), depending on the campaign type.