Earlier this week, Bing announced that they are now powering AOL’s web, mobile and tablet search. This comes after the announcement last June; that Bing had started a long-term partnership with AOL after Google losing theirs. The deal will affect AOL search traffic all around the world, but how will this affect advertisers?

The large amount of changes will be the adding of ‘AOL’ in various settings within your accounts, as you can see in the example below, which shows the advanced settings of a new campaign. ‘AOL’ has been added to each of the options in Ad Distribution (you don’t need to make any changes to your Ad Distribution settings).


‘AOL’ will be added to these other areas:

  • Network Column in the Reports Page
  • Top Vs. Other Column in the Reports Page
  • Network Distribution in Bing Ads Editor
  • Network Targeting in Bing Ads Keyword Planner
  • Campaign Planner in Bing Ads

Here’s what Tim Lemmon, Head of AOL’s Search Business, had to say about the new partnership:

“Partnering with Bing allows us to provide great search results and capabilities, across all screens, to our global audiences, as well as providing our brands valuable business insights and intelligence. We’re looking forward to working together with the Bing team and bringing our audience to the Bing Network.”

So, the question is, will this new partnership significantly affect success for Bing advertisers?