If you focus on western markets
A significant amount of users (appr. 15-20%) use this search engine on international markets, instead of or in addition to Google. Via Bing Ads we can display relevant text advertisements in a format similar as on Google Ads, furthermore experience shows that we can do it – presumably because of the lower number of advertisers – with lower costs per click, so proportionally higher return is expected. What is also good to know is that in terms of functionality campaign managers have similar opportunities as for Google’s Big Brother advertisement system.