Pay Per Click Advertising

The New Bing Chatbot & PPC

Is Microsoft’s New Bing Chatbot The Future of Search Engine Advertising?

Microsoft recently presented a demo of its updated Bing search engine and its plans to incorporate paid links within chat responses. As a PPC agency, we’re closely following the developments search engines are making in regard to AI and anticipating the impact it’ll have on paid advertising. The move is part of Microsoft’s strategy to attract a larger user base and increase its presence in the search advertising market. In an investor and press briefing last week, Microsoft revealed that each percentage of market share it captures in the search ads market could generate an additional $2 billion in revenue.

Bing’s AI Chatbot: More Human-Like Responses

One of the most notable features of Microsoft’s new Bing is the chatbot Sydney, which uses AI to provide more human-like responses. According to an ad executive who attended a private meeting with Microsoft, the company is experimenting with ads in the initial version of the Bing chatbot, which is currently accessible to a restricted number of users.

The Bing chatbot’s human-like interaction has the potential to attract a larger user base, as they offer a more engaging and personalised search experience. This increased user base would result in increased exposure for ads displayed within the chatbot, providing advertisers with an opportunity to reach a wider audience.

Integrating Conventional Search Ads into Responses

Microsoft is incorporating conventional search ads into the responses produced by the Bing chatbot. This integration could provide advertisers with an opportunity to reach a wider audience while also having their ads displayed more prominently on the page. A lot depends on the uptake of Bing’s new chatbot, along with the changes that will be made to search engine results pages (SERPs).

Increased Competition for Google

While Bing has been considered the main rival to Google for some time, this situation feels a little different, with Bing beating Google to the punch on AI-powered search. Microsoft’s plans to capture a greater market share in the search advertising market signals increased competition for Google, giving advertisers another avenue to explore for their advertising campaigns. This increased competition could lead to a more dynamic and competitive market, with companies seeking to differentiate themselves from each other through innovative and engaging advertising strategies.


In conclusion, Microsoft’s new Bing chatbot presents an opportunity for them to chip away at Google’s dominance. Advertisers through Bing have the potential to expand their target audience and potentially provide themselves with more prominent ad placements in Bing SERPs. The next few weeks will be interesting as the two PPC giants, Google and Microsoft, tussle for control in this new, emerging market. We’ll be monitoring the situation closely, so check back for more information on how AI will affect PPC advertising in the future.

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