Whether you’re the new kid on the block or an expert, you know that paid search can get complex, and fast. There are many tools, search engines, programs and more to help increase reach and manage your account(s). When looking to expand beyond Google in reach, one should not overlook Bing Ads. Here I’ve listed some pros to advertising with Bing Ads. But before getting into the benefits, let’s dive into what Bing Ads is. Bing Ads provides pay-per-click advertising on both Bing and Yahoo search engines from one platform. Bing & Yahoo combined only make up 28.7 percent of the search market share and, while this may seem like a curse in terms of reach, it is also a blessing. Here are some reasons why:

Lower Market Share:...