Microsoft Store Ads to appear in Bing search results

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Microsoft Store Ads to appear in Bing search results


Microsoft Store Ads is also boosting advertising reach further by expanding operations globally to more than 150 regions.

Nicola Agius on June 8, 2023 at 2:28 pm | Reading time: 2 minutes

Microsoft Store Ads will now appear in Bing search results, the company announced. Previously only available in the U.S., Microsoft will also open access to Store Ads to advertisers around the world.

Why we care. Aside from expanding the reach of Store Ads campaigns beyond the Microsoft Store to Bing’s search results, advertisers will now have the opportunity to reach customers outside of the U.S. as Microsoft Store Ads is going global this month, with plans to expand to 150 new regions.

How it works. Developers can promote their apps built for Windows on Microsoft Store Ads by following a few simple steps.

  • First, get in touch with your Microsoft Advertising account manager or Microsoft Store representative.
  • Then, contact the Microsoft Advertising Sales Team to set up a new account.
  • Next, call the Microsoft Advertising Support Team if you are a non-managed account customer.
  • If your app or game is not in the Microsoft Store yet, publish your Windows appOpens in new window.
  • If you want your add to also have the opportunity to appear in Bing Search results, ensure the Ad Distribution Controls are set to All.

What’s next? Microsoft announced at Build 2023 that it is also planning to launch additional features to simplify its existing process for advertisers.

  • Premium Search Ads: Available through the Microsoft Store, this feature has been created to offer a visual and prominent ad placement to help advertisers reach more customers and increase downloads.
  • Microsoft Advertising Software Development Kit (SDK): Advertisers will be able to use this tool to re-target audiences on the Microsoft Network.
  • Simplified user interface: The new design enables advertisers to link their apps with one click once. This will make looking up app information easier as digital marketers will be able to track and analyze app installations, in-app purchases, as well as monitor customer engagement.

The announcement. You can read more about Store Ads in Microsoft’s announcement.

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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