If you’ve just got used to calling AdWords Google Ads after their recent name change, then get ready for another big name change in the world of PPC marketing.
Bing Ads, which has had its name since 2012 is being renamed (again) to join Microsoft’s existing advertising brand. Announced on a Microsoft blog post, there’s no date for the upcoming name change, but if we had to guess it would be later this year or at the latest early next year.
The blog post by Microsoft also teases a few more new changes coming to its advertising products “in the next year”. This means more AI, more data, and more potential for businesses to spread their message to even more consumers.
For many PPC managers, the name change has raised a few questions. Why are they going back to the Microsoft brand after purposely breaking away from it back in 2012? Although it’s no secret Bing is owned by Microsoft, the name Bing Ads made many people view the PPC network as something new and fresh. Is Microsoft trying to keep things fresh with a new name change? Or is there something deeper beneath the rebrand? Here’s what you need to know.
Why The Name Change?
For many years, Bing Ads was the forefront of Microsoft’s advertising network. Providing the ads for both the Bing and Yahoo search engines, it was Microsoft’s biggest money earner.
Since the launch of Bing Ads, Microsoft has been busy creating various advertising products such as their Microsoft Audience Network. Similar to Google’s display network, the audience network lets advertisers reach users on websites other than search engines. This allows advertisers to create powerful retargeting ad campaigns which can’t be achieved with search ads.
The name change comes as Microsoft attempts to rebrand their advertising network to something other than just Bing search. Initially starting as search advertising, the network has now grown considerably to include several other networks that aren’t search engine related. This means that calling the network “Bing Ads” doesn’t do it justice as not all of their placements are on their search engine. By renaming their PPC network, they’re hoping more advertisers understand the power of their network and that it’s not just limited to Bing search.
What Does This Mean For Advertisers?
In simple terms, not much. Of course, you might need to update some of your bookmarks and relearn some vocabulary, but for the most part, things will continue as they are now. In the long-term Microsoft will be trying to rebrand itself as an advertising network that doesn’t just rely on search ads and can compete with the big boys.
This is very similar to what Google did with its recent name change. By changing their name from AdWords to Google Ads, Google is trying to let advertisers know that they don’t just do search ads for specific keywords anymore. Instead, they offer a range of call, shopping, display, video and app install ads across a whole range of their platforms aside from Google search.
Hopefully, the name change will put Microsoft back on the leaderboard as one of the most influential and popular advertising networks out there. And with them teasing new and upcoming advertising products, it seems that Microsoft is investing a lot into improving its advertising network. Whatever they’ve got planned, we’re certainly looking forward to it!