It was one of those moments in time I bet many Microsoft executives would like to revisit. The day they decided that Bing Ads (formerly known as Microsoft adCenter) had to be different from AdWords. We all know the outcome, using a mixture of familiar terms with different meanings led to advertiser confusion, which in turn led marketers to bad decisions and poor results, which is why so many marketers cut back on Bing Ads, or even stopped marketing on Bing Ads altogether.

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