Bing Ads Introduces New Ad Format With Windows 8.1 Smart Search Integration

Microsoft announced today that the Bing Ads platform will be integrated with Windows 8.1 Smart Search, giving Bing Ads advertisers more reach and a new ad format.

Released last week, Smart Search in Windows 8.1 allows users to search across the Web, apps, devices and the cloud with one query. The results are then returned in one view. You can see the search box integrated into the right-hand side of Windows 8.1 below.

Microsoft Windows 8.1 Smart Search

With the Bing Ads integration into Smart Search, ads are automatically eligible to be shown across Bing, Yahoo and Windows Search for relevant search queries. The new reach lets Microsoft address one of advertisers’ key complaints about the Bing/Yahoo network, namely the lack of search and click volume. How much advertisers will see from this integration remains to be seen. According to Microsoft, over 100 million Windows 8 licenses have been sold.

The ad results will include Web previews of the advertisers’ websites, in addition to site links and extensions. The screenshot shows an example of what the new ad results will look like in Smart Search.

Bing Ads in Smart Search

Bing Ads advertisers don’t need to do anything in their campaigns to be eligible or to have their websites appear in the ad formats.  We’ve asked for more information about what types of reporting insights advertisers will have into traffic and ad performance on Windows 8.1 Smart Search, and will update here when we know more.

Update: Separate reporting insights are not available for Windows 8.1 ads at this time. Performance data will continue to be shown in aggregate.

David Pann, General Manager, Microsoft Advertising Search Group, said in a conversation yesterday that the Bing integration with Windows is a key example of how the company is approaching the evolution of search. Bing is no longer being positioned as just a search engine, but as an integral service within the Windows operating system and the company’s partnerships with Yahoo, Facebook, and Apple. Bing will be available to users “where they are,” rather than a destination users have to navigate to.

Pann says search ad formats will continue to evolve along with Bing’s new integration and to expect to see more innovation on this front.

Related Topics: Microsoft: Bing Ads | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • dare

    Hi Ginny, will this development give publishers more earning power? In the next few years, the synergy that Bing is doing with Facebook, Apple e.t.c. will ultimately end the dominance of Google in relation to earning power to publishers

  • Pat Grady

    What next, mouse billboards, keyboard tactile ads? And I seem to remember years ago, the merging of browser and OS and the forced selection of an engine… will there be a selector to choose an other-than-default search provider? Yeah, I’m just being negative this morning. :-)

  • Hostels

    Is that the search box where you search your own computer? If so, it looks like spyware — just like Ubuntu.

  • Gromanon

    Search is one of the most used functions in technology today. This integration just making it simple and far better way of searching than being have to open browser and type search engine and search query and go through list of dead URLs.
    This is Microsoft one-upping Google!

    P.S I am pretty sure all these new features can be changed or turned off at will

  • Gromanon

    Because Ubuntu sucks, in Windows 8.1 search is integrated in way unseen for! Don’t even compare it to anything! Try 8.1 and see for yourself. or read see some reviews

  • Hostels

    That’s silly. Ubuntu took a serious turn for the worse with their imitations of Apple and the integrated spyware, but it is still vastly better than Windows 8. Windows 8 is no better than Ubuntu from the spyware angle, and it is much worse than Ubuntu from the functionality angle.

  • Gromanon

    To be honest it all just comes down to what you do on your machine. Ubuntu is great as Web or Java developer’s OS. But for daily use I’d pick Windows 8 just because how pleasant it feels and how integrated it is with different services.

  • Hostels

    Windows 8 lacks basic features that have been standard on other computers for years. Examples: can’t print to PDF, can’t fix windows on top, pretends not to know what to do with some filetypes (like PHP), doesn’t have virtual desktops, comes with notepad.exe. It’s incredibly frustrating to use for people who have used better systems.

    This is the 21st century — everyone in the upcoming generations will need to know how to build websites and program computers to some degree. People really need a unix-based OS to do that. Also, the future of freedom requires that technology be open. Windows is a closed system.

    One of the worst things about Windows 8 is that it is a step towards trying to control software distribution. To develop for Metro you can only distribute through the Microsoft app store. This means that a central authority will control what software you are allowed to install on your computer. In order to make that happen, there is a huge push to get people off the desktop and into the Metro start screen.

    Personally, I don’t want my OS “integrated with other services.” That sounds like a door to spyware to me. I only want my computer connecting over the network when I explicitly tell it to.

  • Fede Einhorn

    I love the idea, if users have the ability to turn that off. We are already paying for the OS. If it is optional, I love it, specially because it’s another move against Google, the “king of the hill”.

  • Thomas

    I do NOT want advertisements if I am searching my own machine (or for that matter, my own files on the Sky Drive).

    Can I turn this advertisement feature off? Can I tell unified search to NOT search the internet?

    If I cant, I will be going back to Windows 7 – as much of a pain reinstalling everything will be. One of the reasons I don’t use apps from the store (apart from them being mostly useless to me) are the built-in advertisements.

  • Hostels

    Why go back to Windows 7? Try Linux…

  • Thomas

    That is, of course, a possibility. I have used Linux in the past. My biggest problem is that I am a gamer. Steam is getting better and better about supporting Linux, but its not QUITE there yet.

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