There are two ways to display your ads to potential customers: search ads and content ads. You can choose to use these methods individually or combine them to customize your campaign for the best possible return on investment. Search ads display on the search network; content ads display on the content network.
The content network is available only in the United States.
|Search Ads||Content Ads|
|Where do my ads appear?||On the search network as a result of a user's search query or other input (such as on Bing com, AOL.com, Yahoo.com, other Bing, AOL, or Yahoo owned and operated sites, and syndicated search partner sites that offer search capabilities), as well as on a variety of other syndicated search partner sites. For more information on the types of syndicated search partner sites where your search ad may appear, see Understanding where your ads will appear.||In Windows apps in the content network. See How content ads work.|
|What bid types can I use?||Keywords.||Keywords.|
|How do my keywords affect the display of my ads?||Bing Ads matches your keywords with words in a customer's search query or other input.||Bing Ads matches your keywords with the app a customer is viewing.|
|Can I limit which websites/apps display my ads?||Yes.||No, but you can choose to opt out of content network ads.|
|Can I limit who sees my ads?||Yes. See Target customers by location, day of the week, time of day, device, or by network distribution.||Yes. See Target customers by location, day of the week, time of day, device, or by network distribution.|
|Can I limit distribution of ads to specific networks?||Yes. If you use keyword bidding, you can distribute ads to all search network sites, only to Bing, AOL, and Yahoo owned-and-operated websites, or only to third-party syndicated partner websites. This can be set at the campaign or ad group level only.||No, there is only one content network.|