Item: Microsoft Advertising
Rating: 7
Author: Juba Bektache

Use Cases and Deployment Scope

It was used across the whole organization. I worked at a Digital Marketing agency - the client was Google. I uploaded campaigns, QA'ed, forecasted, and optimized campaigns based on performance.

Pros and Cons

Importing from Google AdWords - Google AdWords is the primary source of traffic
Higher ROAS than AdWords - the older audience demographic usually purchases more
Better CTRs - The lower traffic volume contributes to higher CTRs

Uploading Campaigns - prone to errors
Being a leader - Bing is currently seen as an engine that copies Google
Global targeting for search and partner network - cannot target specific countries with the partner network for additional traffic