Differences between search ads and content ads

Differences between search ads and content ads

There are two ways to place and distribute ads online: search ads and content ads. Search ads display when a customer's input matches an ad's keyword. Content ads display on Windows apps that have content related to your product or service.

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.

Important

The content network is available only in the United States.

Where do my ads appear?
Search ads:

On the search network as a result of a user's search query or other input (such as on Bing, AOL, Yahoo, other Bing 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.

Content ads:

In Windows apps in the content network. See How content ads work.

What bid types can I use?
Search ads:

Keywords.

Content ads:

Keywords.

How do my keywords affect the display of my ads?
Search ads:

Bing Ads matches your keywords with words in a customer's search query or other input.

Content ads:

Bing Ads matches your keywords with the app a customer is viewing.

Can I limit which websites/apps display my ads?
Search ads:

Yes.

Content ads:

No, but you can choose to opt out of content network ads.

Can I limit who sees my ads?
Search ads:

Yes. See How to target customers.

Content ads:

Yes. See How to target customers.

Can I limit distribution of ads to specific networks?
Search ads:

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.

Content ads:

No, there is only one content network.

Note

Product ads will only serve in syndicated search networks for pilot participants. If you are not in pilot, then for product ads your effective network is Bing, AOL, or Yahoo owned and operated sites, regardless of your ad group's network setting. Your network setting is valid for other ad types such as text and mobile ads.

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