Microsoft Advertising
Microsoft Advertising (formerly Bing Ads, Microsoft adCenter and MSN adCenter) is a service that provides pay per click advertising on both the Bing and Yahoo! search engines. As of June 2015, Bing Ads has 33% market share in the United States. Similar to Google Ads, Microsoft Ads uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. This system encourages advertisers to write effective ads and to advertise only on searches which are relevant to their advertisement.
