Bing is Microsoft’s search engine, or as it has become known in advertising, as a “decision engine.” It currently powers not only searches within Microsoft but also Yahoo as well. The main platform it uses is called adCenter. It is similar to Google AdWords and is able to display your advertising within Bing and Yahoo! searches, along with Microsoft affiliated websites such as Hotmail.
Microsoft’s adCenter follows a pay-per-click model, meaning you only pay Microsoft when someone clicks your ad. You bid on keywords, set your budget, craft your ads, and track your results. You can set it to display to specific groups and localities. It is similar to Google’s AdWords platform in that it will not only take into account your bid but also the click-through rate of your advertising to ensure it’s an ad people want to click on.