What does the company do well? The platform is very simple and easy to navigate in terms of set up and overview. You're able to target to smaller, more specific audiences and there's less competition on platforms compared to Google Ads. In Bing, you have more control over campaign and ad group settings, you can target more granularly on devices and control your search demographics, which can't be done on Google.
What does the company not do well? Bing ads tend to have higher CTRs for shopping and finance verticals. Also, due to Google dominating the search market, the traffic volumes for keywords is much lower on Bing than on Google, but that doesn't mean it shouldn't be a platform you consider for PPC. Google and Bing work hand-in-hand, rather than being competition.
What do you wish you had known about the company before using? I wish we had implemented Bing quicker into our account. It has proven to be the cheapest search marketing engine matched with its performance. We've been able to target audiences that we couldn't possibly reach in Google and learn specific demographics about our customers. Our bing reps are nothing but helpful and transparent when we come to them with questions about our campaigns or keywords. We wouldn't be where we are in our account today if it wasn't for the great customer service and support we receive each day.