Bing Ads, currently being branded Microsoft Bing Ads, is Microsoft’s response to Google Ads (previously Google Adwords). Bing Ads allows for Paid Search advertising across Microsoft’s Bing search engine, as well as extension into their extended Audience Network for display advertising.
Similarly to Google Ads, Bing Ads allows for keyword based search targeting, along with audience based targeting. UET Tags allow for universal tracking for Bing Ads which allows for better reporting and audience creation.
Bing Search is currently the second largest search engine in the United States and supports other search engines as well. Due to user preference, Bing Ads provides some overlap with Google Ads, which is good for repetition, but also provides audience extension for search campaigns as some people may only use either Bing or Google for their search engine. Popular tools like SA360 and WordStream allow for a user to manage Bing and Google Ads campaigns simultaneously.