Bing

Second-largest search engine and search advertising platform globally, behind Google, with meaningful share in the US, UK, and other English-speaking markets

Bing is Microsoft's search engine, launched in 2009 as a rebranding of Microsoft's earlier search products (Live Search, Windows Live Search). As the world's second-largest search engine by market share, Bing serves billions of queries monthly and operates a significant search advertising business through the Microsoft Advertising platform (formerly Bing Ads). Advertisers use Bing to reach audiences across Bing.com, Microsoft Edge, Yahoo Search (via a long-standing syndication partnership), and other partner properties, making the Microsoft Search Network a meaningful alternative to Google Search for paid search campaigns. Bing's advertising capabilities include pay-per-click (PPC) search ads, shopping campaigns, audience ads, responsive search ads, and dynamic search ads. The platform offers robust targeting options including demographic, geographic, device, and in-market audience targeting. Microsoft's integration of OpenAI's GPT-4 technology into Bing in 2023 introduced AI-powered conversational search (Bing Chat, later rebranded as Microsoft Copilot), significantly raising Bing's profile and expanding its user base, while also opening new surfaces for advertising. Bing is a core asset within Microsoft's broader advertising and cloud ecosystem. It competes primarily with Google Search in the search advertising market, while also facing competition from emerging AI-driven search alternatives. Bing's advertiser base skews toward performance marketers, e-commerce brands, and enterprises seeking diversified search spend, often citing lower CPCs and less competition compared to Google as key advantages.