PPC News: Bing Ads, Verizon Media and LinkedIn Targeting

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt CEO & Founder

March 4, 2019 | 5 Min Read

Article updated on July 8, 2022

If you are not currently running campaigns through Bing Ads, now is the time to start.

A recent deal between Microsoft and Verizon Media (previously Oath Inc.) provides Bing Ads with exclusive access to ad inventory on all Verizon Media properties, including Yahoo! and AOL. This is expected to increase clicks on Bing Ads campaigns by 10 – 15% within the United States alone.

The new deal between Microsoft and Verizon media was announced this past January to wide acclaim. Changes to the reach of the Bing Ads platform will be fully completed by the end of March 2019.

Separately, Microsoft announced late last year that the Bing Ads Network is now armed with powerful new targeting options related to LinkedIn user profiles (currently in the US only).

The combination of these new developments presents exciting opportunities when running ads via the Bing Network.

What You Need to Know

Google Ads and other ad networks will lose their share of access to Verizon Media inventory over the month of March.

If you are already running campaigns through Bing Ads you can expect click volume to increase and may need to adjust your budgets accordingly.

This deal affects native advertising between Microsoft and Verizon Media as well. Verizon Media’s Native Marketplace will have exclusive third-party access to native advertising inventory on MSN. The Microsoft Audience Network for native ads will also now have access to Verizon’s native inventory.

The Bing Ads network still can’t boast Google Ads’ overall reach, but this new deal provides them with exclusive targeting opportunities on lucrative properties.

What Properties Are Covered by Verizon Media?

Verizon Media boasts an impressive catalog of properties for ad placement. Their portfolio expanded massively after acquiring AOL in 2015 and Yahoo!’s operating business in 2017.

The Bing Ads Network Will Now Have Exclusive Access To:

  • AOL
  • Autoblog
  • Cambio
  • Engadget
  • Flickr
  • Flurry
  • HuffPost
  • Kanvas
  • MAKERS Women
  • MapQuest
  • Rivals.com
  • RYOT
  • TechCrunch
  • Tumblr
  • Yahoo!

What LinkedIn Targeting Options Will be Available on Bing Ads?

You are now able to target professionals by their LinkedIn profiles with search and display ad campaigns across the entire Bing network.

You can target employees of specific companies, or various industries and job functions.

Some of the advantages provided by LinkedIn profile targeting include the ability to advertise your products and services to professionals from relevant industries or companies. You can also target your ads to professionals by job title or industry that fit your ideal customer profiles.

While Bing Ads has less market share than Google Ads, these LinkedIn targeting options provide laser-focused targeting opportunities that Google’s demographic options can not.


How To Take Advantage of The New Bing Ads

Now is a great time to invest in Bing Ad Campaigns. Their total ad share has grown with exclusive access to lucrative websites and they now provide targeting options for professionals you won’t find through Google Ads.

Pedestal Search is Bing Ads Accredited, demonstrating our experience in managing PPC campaigns and putting us at the forefront of leveraging these new opportunities.

If you are looking for an edge in PPC, contact us today.


News, PPC

Aaron Levenstadt CEO & Founder at Pedestal Search

Aaron Levenstadt

CEO & Founder

Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.