The biggest news to come out of Bing in Q2 was that its ads offerings no longer want to be referred to as Bing Ads. They're all grown up and have a lot more to offer, so henceforth they shall be called Microsoft Advertising.
Read on to see what we found when we analyzed over 54 million ad impressions and nearly 2 million clicks for ads on Bing, er Microsoft Advertising, in Q2 2019. Be sure to read the Q2 2018 PPC Benchmark Report for additional ad performance trends. Check out our Benchmark Report page for the latest reports by quarter
- Median CPC was $1.56
- Median CPM was $53.40
- Median CTR was 3.31%
Microsoft Advertising CPC finally sees uptick
We found that median CPC finally reversed course, increasing slightly by 13 cents to $1.56. Compared to the same time last year, median CPC for ads on Microsoft Advertising is down $1.52.
- CPC increased by 8.7% since Q1 2019
- CPC decreased by 49% Y/Y since Q2 2018
Microsoft Advertising CPM jumps up slightly
We found that median CPM increased $3.77 since last quarter. It’s way down Y/Y, rounding out Q2 $37.17 cheaper than the same time last year.
- CPM increased by 7.7% since Q1 2019
- CPM decreased by 41% Y/Y since Q2 2018
Microsoft Advertising CTR dips slightly
Median CTR for ads on Microsoft Advertising decreased by $0.15 since Q1, but is up 12% compared to the same time last year. As we’ve seen costs increase this quarter it appears that clicks are taking dive.
- CTR decreased by 4.3% since Q1 2019
- CTR increased 12% Y/Y since Q2 2018
Microsoft Advertising ad trends Q2 2019
Bing Ads rebrands to Microsoft Advertising: In an effort to demonstrate a broader focus on ad inventory, data, and targeting capabilities Bing Ads rebranded itself to Microsoft Advertising. In the announcement post, Microsoft said, “It’s a simple shift because our clients and partners already know us as Microsoft, and many are already tapping into our new advertising products that go above and beyond search, such as the Microsoft Audience Network.”
New Sponsored Products: Microsoft Advertising also debuted Sponsored Products, which allow manufacturers to promote their products in shopping campaigns with their retailer partners. This gives manufacturers access to new reporting and optimization capabilities, and retailers get additional product marketing support with a fair cost split.
Edge browser blocks intrusive ads: Microsoft's new Chromium-based Edge browser, an overhauled app now available for Windows, MacOS, Android and iOS that's based on Google's open-source browser technology will block intrusive ads. It’s a sign that browsers are now competing to make the online experience better for consumers, even if it deters businesses. Product managers say Edge will also go a step further with a privacy control that consumers could use to block advertisers and publishers from tracking them across the web. The feature offers three levels of tracking constraints: unrestricted, balanced and strict.