In the News: Bing Ads Name Change Signals Broader Focus Beyond Search

Bing Ads Name Change. As more advertising products are set to roll out, Bing Ads gives way to a new name: Microsoft Advertising

Yesterday Microsoft announced it is retiring the name Bing Ads—the pithy moniker that emerged in 2012 for its search engine marketing product. Instead, the company’s digital advertising products will fall under a new, overarching name, Microsoft Advertising.

Why is the Bing Ads name change happening now, you ask? As stated in the company’s blog post, it’s about familiarity and making room for a bigger portfolio of products and capabilities.

“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. You’ll see the change start today as BingAds.com becomes MicrosoftAdvertising.com. Our partner program is evolving too, becoming the Microsoft Advertising Partner Program. Over the coming months, all of our experiences and materials will be updated to reflect Microsoft Advertising.”

The Bing Ads name change in context

Rebrands are nothing new in the storied history of the search space. Once upon a time, GoTo became Overture, which morphed into Yahoo Search Marketing and then the Yahoo-Bing Network. Less than a year ago, Google announced its own name change, rebranding Google AdWords to Google Ads.

While rebrands are sometimes a result of a change in company positioning or ownership, in the case of both Google and Microsoft, it takes them out of a more narrowly defined box and provides the room to embrace the fast-moving advances that are impacting digital marketing as a whole.   

“The Bing Ads name change makes sense,” says Desirea Calvillo, Skai’s Sr. Product Marketing Manager of Search. “Microsoft Advertising has become far more than just Bing. So it’s great to have it under the Microsoft brand.”

For more details on the Bing Ads name change, check out Microsoft’s blog post.

One thing that will never change is Skai’s commitment to guiding you through the dynamic world of digital marketing. Interested in learning more about how we can help you? Contact us for a demo today!

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