Yahoo Bing Network

What Is the Yahoo Bing Network?

Many advertisers ignore the Yahoo Bing Network even though click prices there are often 20–40% lower than on Google. Bing is especially relevant for B2B companies and audiences aged 50 and above. Start with 10–20% of your Google budget and test your best keywords — with significantly less competition, you’ll often get surprisingly good results.

The Yahoo Bing Network is an advertising network that combines Yahoo and Bing search queries and is managed under a shared ads platform. Microsoft (Bing) operates the search network for both search engines and shares ad inventory. While Google dominates, Yahoo/Bing together still generate around 10–15% of global search traffic. The network is an alternative to Google Ads when you want to reach users outside of Google — especially older audiences and certain B2B markets use Bing disproportionately.

Technically, Microsoft Ads (the platform for Yahoo/Bing) works similarly to Google Ads: campaigns, ad groups, keywords, bids, ad auctions. But with some differences: Bing has different algorithms, different CPC prices (usually cheaper), different audience targeting options, and different ad format support. The auction is less complex than Google’s, which means even small budgets can achieve visible results. Many marketers ignore Bing/Yahoo, even though CPCs are often 20–40% lower than Google.

In practice, the Yahoo/Bing Network is especially worthwhile if you already have Google Ads campaigns and want to quickly build a second channel. The interface is similar enough that there’s little learning curve. Particularly for B2B, financial services, and older audiences (50+), Bing/Yahoo is surprisingly valuable. A tip: start with 10–20% of your Google budget and test your best keywords. Competition is often significantly weaker, and you can get better placements at the same or lower costs. Long-term, Bing should be treated as part of a multi-channel ads strategy.