In case you missed the update, Bing Ads has been renamed to Microsoft Advertising. Since Microsoft owns Bing.com, you will now see a rebranded advertising platform when you sign-in.
Bing Ads is Now Microsoft Advertising
Why The Bing Ads Name Change?
Microsoft has rebranded Bing Ads because their network is becoming much larger than just Bing.com. Your ads will already run on other search engine partners outside of Bing.com, including Yahoo.com and AOL.com.
Expanding the Microsoft Audience Network
Microsoft is expanding their audience network. You are able to target audience options on the Microsoft Audience Network including Remarketing, In-market Audiences, Custom Audiences, and Product Audiences. You can also target Customer Profiles, Locations, and Devices.
The Bing Network
There are over 100 million searchers on the Bing Network and over 50 million searchers that do not use Google. In addition, the Bing Network processes over 6 billion searches per month, so there is plenty of volume for advertisers. Last but not least, Bing holds over 30% of the search market share.
Should You Use Microsoft Advertising
I believe if you are running Google Ads, you should be running Microsoft Ads campaigns as well. Your campaigns will perform very similarly on both channels, so you need to put your advertising budget towards both platforms.