How to Use Bing Ads to Crack the Code of Modern Consumer Behavior?
The digital landscape is evolving rapidly, fueled by AI-powered tools. After the success of Bing Image Creator and Copilot Search, Microsoft launched Bing Video Creator, a free tool using OpenAI's Sora to turn text prompts into short videos, making video production accessible to all. Meanwhile, the digital shopping scene has transformed into a “shoppable everywhere” era. Consumers now use an average of 5.5 online resources per purchase, with 59% preferring personalized recommendations and 56% of Gen Z engaging with interactive content. This evolution forces advertisers to revamp strategies—leveraging platforms like Bing Ads—to stand out while maintaining privacy and relevance.
I. Understanding the Modern Consumer Landscape
The digital-first world has fundamentally altered shopping behavior. Consumers no longer follow a linear purchase journey; instead, they navigate across multiple devices and platforms. Research highlights that 72% save items for later, while 39% increasingly use wish lists, reflecting a prolonged decision-making process. Gen Z exemplifies this shift—61% spend more time researching than older demographics, and 43% rely heavily on peer reviews. Their comfort with mobile/social commerce contrasts with traditional shoppers who prioritize efficiency. Brands must now map these fragmented journeys, leveraging tools like Bing Ads' multi-device targeting to meet consumers at each touchpoint.
II. Challenges and Opportunities in Digital Advertising
The "everything is shoppable" era presents a double-edged sword. While convenience enhances consumer empowerment, overly aggressive targeting risks turning them away—56% report feeling swamped by irrelevant ads. Privacy concerns further complicate engagement. Successful advertisers adopt multi-touchpoint strategies, recognizing that most buyers interact with brands across search engines, CTV apps, and influencer content before purchasing. For example, Samsung Germany's AI-driven Performance Max campaigns via Bing Ads achieved parity with traditional search ads in ROAS by blending search, display, and native ads. The key lies in balancing automation with authenticity, ensuring ads feel helpful rather than intrusive.
III. Emerging Trends in Consumer Behavior
Inflation has intensified price sensitivity, with 56% of consumers spending more time hunting for deals. Meanwhile, "shoppertainment" blurs shopping and leisure—livestream events and gamified experiences (e.g., QR codes in TV shows) drive engagement. Peer influence is on the rise; 59% of marketers intend to expand influencer collaborations in 2025. Vertical ads, like those used by Liverpool during Mexico's "La Venta Nocturna" sale through Bing Ads, cater to these trends by delivering industry-specific promotions. Kalley's campaign illustrates success in this regard, attaining a 20x ROAS via immersive, platform-specific creatives.
IV. Targeting Key Consumer Segments
Entertainment Shoppers are motivated by discovery, exploring various platforms such as MSN, gaming platforms, and social media. They are highly engaged with interactive content, with 46% of them doing so, and 86% trust user reviews. Task-Oriented Shoppers are time-pressed and rely on filters, with 69% using sorting tools, and search engines. Email promos and SMS have proven effective, as demonstrated in Laureate Education's lead-gen campaigns via Bing Ads. Price-Conscious Shoppers are deal-focused, frequenting comparison sites and often delaying purchases. Performance Max campaigns on Bing Advertising, such as Kalley's, are effective for them by emphasizing value.
Topkee's solutions align with these consumer behaviors by leveraging tools such as AI-driven ad creatives and TTO attribution for audience segmentation, ensuring relevance while upholding privacy. Topkee further enhances these capabilities through services like automated bid rules and KPI-driven performance analysis, enabling advertisers to maximize Bing' tools—from multimedia ad placements to TTO-powered audience targeting—for precision and scalable results.
V. The Gen Z Factor: Cracking the Code
Gen Z's habits defy stereotypes—they're not impulsive but deliberate, with 43% leaning on influencer endorsements versus 32% of millennials. Their dominance in gaming (spending more time on consoles than linear TV) and short-form video demands platform-native creativity. Bing Ads' integration with Xbox and LinkedIn offers a unique advantage here. For instance, Samsung's Copilot-powered ads tapped into Gen Z's AI curiosity through Bing Advertising, driving conversions during Black Friday.
VI. Leveraging Bing Ads for Consumer Connection
Bing Ads' tools align with modern consumer behaviors. It offers multi-device targeting, reaching users across platforms like MSN, Outlook, and gaming consoles. Personalization is achieved through Dynamic Search Ads and Responsive Search Ads, which adapt messaging while safeguarding privacy. Vertical ads, such as Liverpool's Mother's Day promotions via Bing Advertising, are industry-specific formats that enhance relevance. Case studies highlight their effectiveness: Samsung found that PMax campaigns matched the return on ad spend (ROAS) performance of search ads, and Liverpool exceeded its revenue targets by 128% by using a combination of layered Search and PMax strategies.
VII. Implementing an Effective Advertising Strategy
Topkee's Bing Ads solutions blend automation and strategic control to boost advertising effectiveness. By using Bing's Responsive Search Ads technology, the platform automatically refines ad copy while allowing manual headline inputs to maintain brand consistency. Through implementing ad extensions like call buttons and location maps, Topkee increases ad visibility and click-through rates. Their in-depth performance analysis goes beyond basic metrics, tracking key indicators to optimize budget allocation.
The service starts with comprehensive preparation, including competitor analysis, keyword research, and personalized promotion planning. Topkee's proprietary tools assess websites, identify landing page issues, and create high-converting pages with tracking features. Their advertising management system uses TTO marketing tools for efficient Bing Ads account setup, automated optimizations, and precise audience targeting via Bing's user functions.
For performance evaluation, Topkee provides detailed reports on KPIs, conversion tracking, and ROI. This data-driven approach helps advertisers improve budget management, click-through rates, and conversion quality. The service supports all Bing Ads formats, from optimized text ads to multimedia campaigns with AI-generated visuals, ensuring broad marketing impact across various campaigns and business goals.
Conclusion
The modern consumer's journey is nonlinear, multiscreen, and influenced by peers, prices, and entertainment. Brands that leverage tools like Bing Ads' AI-driven campaigns—while respecting privacy and personalization—will thrive. Microsoft's ecosystem, which includes LinkedIn, Xbox, and Copilot, provides unparalleled reach. To explore customized strategies, please contact Topkee's team of expert consultants.
