Microsoft Ads, previously known as Bing Ads, offer businesses such as yours a powerful platform to reach millions of users across Bing, Yahoo, MSN, and other partner networks. With over 1 billion monthly users, Microsoft Ads may not match Google’s market share, but they offer a compelling, untapped opportunity to increase brand awareness and sales. Our guide explores the various ad types available on Microsoft Ads, including their specifications, and the benefits of each ad format.

Why Choose Microsoft Ads?

Despite Google owning the majority of the search market, Microsoft Ads still brings in a considerable level of revenue. It’s worth noting that Bing users tend to make 22% more purchases than those on other search engines, making this platform an underrated advertising tool for many industries.
Now, let’s dive into the specific types of Microsoft Ads, their dimensions, and what makes each one unique.

1. App Install Ads

If your goal is to drive mobile app downloads, App Install Ads are your go-to option. Similar to text ads, these ads send users directly to your app on the Apple App Store or Google Play. This ad type is highly effective for app developers targeting relevant audiences who are more likely to download and use the app.
Specs:

  • Ad Format: Text
  • Destination: App stores (Apple/Google Play)

Pro Tip: App Install Ads are ideal for mobile-first strategies where increasing downloads is the primary goal.

2. Dynamic Search Ads

Dynamic Search Ads automatically generate personalised ads based on the content of your website. Instead of manually choosing keywords, Microsoft Ads analyses your web pages and matches relevant search queries, delivering targeted ads without much manual input.
Specs:

  • Ad Format: Text, auto-generated from your website
  • Benefits: Time-saving and high-conversion rates

Pro Tip: This ad type is perfect for larger businesses with a wide variety of products, as it eliminates the need for extensive keyword lists.

3. Microsoft Audience Ads

Microsoft Audience Ads are display ads that blend seamlessly into web pages, designed to connect with your target audience based on their demographics and behaviour. This ad type is particularly effective for engaging potential customers with tailored content.
Specs:

  • Image dimensions: 703×368 px minimum, 1200×628 px maximum
  • File type: JPEG or PNG
  • Video: MP4, MOV (15–30 seconds)s

Pro Tip: Use Microsoft Audience Ads to create visually compelling ad experiences that feel native to the content your audience is already consuming.

4. Multimedia Ads

Multimedia Ads are visually-driven, combining images and text to grab attention. They can be placed on both the mainline and sidebar of web pages, giving you flexibility in ad placement. This ad type is great for boosting brand visibility with eye-catching visuals.
Specs:

  • Image size: Customisable
  • File size: Up to 2.2 MB for videos
  • Duration: 15–30 seconds for video ads

Pro Tip: The combination of text and visuals makes these ads ideal for businesses wanting to highlight multiple product features or promotions.

5. Microsoft Product Ads

Product Ads showcase your offerings with a combination of images and text, much like Google Shopping Ads. They’re designed to appear in shopping feeds and are perfect for e-commerce businesses looking to display product-specific ads to drive conversions.
Specs:

  • Image formats: GIF, JPEG, PNG
  • Text: Customisable for product descriptions and labels

Pro Tip: Leverage remarketing audiences and custom labels to tailor ads for top-performing products and special promotions.

6. Responsive Search Ads

Responsive Search Ads automatically adapt to customer search queries by generating ads from multiple headlines and descriptions that you’ve provided. This ad type allows you to save time and ensures your ads are always relevant to search queries.
Specs:

  • Up to 15 headlines and 4 descriptions
  • Dynamic combinations for maximum engagement

Pro Tip: Take advantage of Microsoft’s AI to automatically optimise the best-performing headline and description combinations.

7. Vertical Ads

Vertical Ads are the newest type of ad in Microsoft’s lineup, designed specifically for industry verticals like automotive or real estate. These personalised ads don’t require keywords and work alongside your existing Search Text Ads.
Specs:

  • Customisable based on vertical
  • Fully automated targeting

Pro Tip: Vertical Ads are perfect for industry-specific campaigns, offering higher engagement with minimal setup time.

8. Native Ads

Native Ads are a less intrusive way to advertise by blending in with the content around them. These ads are perfect for long-form content or in-stream video placements and can increase user engagement by seamlessly integrating with the user experience.
Specs:

  • MSN: Aspect ratio 1.91:1
  • File size: 200 KB max
  • Video: MP4, 15–30 seconds

Pro Tip: Native Ads are particularly useful for businesses wanting to drive engagement without disrupting the user’s browsing experience.

9. Video Ads

Video Ads offer a highly engaging way to showcase your brand. With Microsoft, you can run video ads across their entire network, including Xbox, MSN, and Outlook. These ads are a great way to make a lasting impression through storytelling and dynamic visuals.
Specs:

  • Resolution: 1280×720 px or 1920×1080 px
  • Duration: 6–60 seconds
  • File size: 2GB max

Pro Tip: Use video ads to build brand awareness and captivate your audience with compelling visuals and messaging.

Summary

Microsoft Ads offer a wealth of opportunities for brands to connect with millions of potential customers across multiple platforms. Whether you’re looking to drive app installs, improve website traffic, or boost sales, Microsoft provides a variety of ad types to meet your objectives. With the right strategy, you can unlock a wealth of opportunities and gain a competitive edge.
Now is the time to explore Microsoft Ads and take your marketing to the next level!

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