Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (2022)

When it comes to PPC advertising, it’s not uncommon to think: Bing Ads vs. Google Ads. On top of that:

  • Which platform has more reach?
  • Is Bing less expensive?
  • Which has more targeting capabilities?
  • Which will produce more conversions and revenue?

While many PPC advertisers view the two platforms as competitors, they actually work best hand-in-hand. Google undoubtedly has the majority of the search market, but Bing advertising certainly shouldn’t be forgotten. Rather than Google Ads vs. Bing Ads, marketers should be thinking Google Ads plus Bing Ads.

Let’s take a look at the relationship and dynamics between the two powerful advertising platforms; most importantly, how they’re best used together.

The difference between Google Ads and Bing Ads

The concept behind both platforms is the same. Both are pay-per-click advertising platforms designed to help businesses reach specific audiences, drive traffic, and increase revenue.

At the same time, each platform possesses specific features and benefits, making it unique and advantageous over the other.

Here’s a tidbit on each platform before we highlight the differences between the two.

Google Ads

Google Ads, is comprised of two advertising networks:

  1. The Search Network: Advertisers create text ads to appear on the search engine results page (SERP), example below
  2. The Display Network: Advertisers create display ads to appear on a vast number of websites across the internet

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (1)

Bing Ads

Bing, which is owned by Microsoft, has three search engines — Bing, Yahoo, and AOL — so when you advertise on one platform, your ad is actually seen on all three. This opens up campaigns to searchers across all Bing, Yahoo, and AOL owned and operated sites, as well as various partner sites:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (2)

Bing Ads vs. Google Ads

Let’s see how Google Ads and Bing Ads compare in some basic aspects, such as display URLs, description text, keywords, and click-through rate.

Display URL

Google and Bing both show display URLs underneath the ad headline. Bing highlights their display URLs with bold formatting. Google Ads does not:

(Video) Bing Ads Vs Google Ads (AdWords) Pros and Cons in 2019

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (3)

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (4)

Description text

Previously, Google allowed two separate description lines limited to 35 characters each, and Bing offered one line with a maximum of 71 characters. Now, both Google and Bing allow 80 characters in one longer description field.

Keywords

Both Google and Bing offer a keyword research tool, broad match, and negative keyword targeting. The main difference between the two platforms is that the traffic volume for keywords is much lower on Bing.

Click-through rate

Since Yahoo and MSN both offer financial reporting, Bing ads tend to have higher CTRs for shopping and financial services search verticals. That’s because they offer many shopping and financial resources and ads in those search verticals on those platforms reach highly-interested prospects, receive more engagement, and have higher CTR.

This list didn’t mention reach or cost — two of the essential factors to consider when choosing an advertising platform. That’s because we feel they deserve their own sections.

Reach: Bing Ads vs. Google Ads

It’s well-known that Google has dominated the search engine market, and therefore has a larger search volume and more reach. By no means are they the only search engine worth investing in. The Bing network is growing quickly, too. Just take a look at the numbers:

  • Bing now has 34% of the desktop search engine market share worldwide
  • There are 5.4 billion monthly searches conducted on the Bing Network
  • 136 million unique searchers use the Bing Network

Most importantly, Bing Ads reach 63 million searchers that aren’t reached with Google AdWords. So if you aren’t using Bing Ads, that’s a substantial amount of missed opportunity.

Bing Ads reach 63 million searchers that aren’t reached with Google AdWords.

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(Video) Google Ads Vs Bing Ads

In addition to increased visibility, Bing allows advertisers to reach an older and more educated audience. As the pie chart shows, almost 40% of the Bing Network ranges from 35 to 54 years old, and nearly three-quarters of Bing users are over the age of 35:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (5)

Also, about one-third of the Bing Network has a household income of over $100,000, and almost half of the Network has a household income of $75,000 or more:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (6)

The point here is that despite Ads reaching more people and having higher search volumes, Bing allows you to reach a even wider audience — a specific demographic of customers — and produce even better results than simply AdWords alone.

Cost: Bing Ads vs. Google Ads

What Bing lacks in volume, it certainly makes up for in performance. Although budgets fluctuate by industry and every single advertiser, one particular digital marketing agency found that Bing only spent 20%-35% of their AdWords campaign equivalent:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (7)

This example is possible because Bing PPC has far less competition for advertisers bidding. So clicks are cheaper, and advertisers get more for their dollar.

According to ReportGarden, CPC averages $7.99 on Bing Ads and $20.08 on Google AdWords:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (8)

In fact, the average cost-per-click on Bing Ads can be up to 70% lower compared to AdWords. A Search Engine People study found that in the automotive industry, CPCs were 32.5% lower on Bing PPC than Google, and in the insurance industry, 59.2% lower.

When comparing the costs of each ad platform, it’s important to remember that Bing and Google don’t always get the same traffic. In some instances, Bing Ads CPC is lower, but the traffic quality is also lower, so advertisers end up paying more for a conversion than they do on AdWords. The opposite can also be true, though — with the right traffic, Bing PPC can generate more sales and at a lower CPC. Fortunately, since competition is lower on Bing, it’s easier to get the traffic you need at a low cost, resulting in better ROI.

(Video) Bing Ads vs Google Ads | Which one is Better For Your Business | + 75$ Promo Code🔥

The average cost-per-click on Bing Ads can be up to 70% lower compared to AdWords.

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More benefits with Bing PPC

Bing Ads isn’t just about extended reach, an older and higher-income audience demographic, less competition, lower CPC, and potentially better ROI. Other benefits come into play.

Import your Google Ads campaign

After creating a Bing Ads account, the platform offers advertisers the option to directly import their existing Google AdWords campaigns into Bing Ads. With just a few clicks, your campaign is up and running without having to recreate everything from scratch:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (9)

Increased granular control

Bing offers more granular targeting at the ad group level. While Google allows advertisers to set their network, location, language, ad scheduling, and ad rotation settings at the campaign level, the ad groups remain limited to their campaign-level settings. Bing Ads, on the other hand, allows for adjustments to be made at the ad group level as well. Bing also enables advertisers to assign different ad campaigns to different time zones — a function that AdWords doesn’t offer.

Improved device targeting

Bing Ads has Google AdWords beat with device targeting, because of how limited mobile ad targeting can be with AdWords. Bing allows advertisers to target specific audiences based on their device type and OS. It also provides the option not to display campaign ads on desktops, when you only want to target mobile users.

Sitelink extensions

Just like AdWords, Bing PPC offers advertisers a chance to add additional information that can persuade search users to click through. These extra links can vary from pricing, demos, content downloads, free trials, and more. Not every paid search ad is guaranteed to show sitelink extensions, so when they are displayed, they catch the user’s attention more because the overall ad is much larger than others in the SERP list.

Here is an example from AdWords; “Pricing” and “Watch CRM Demo” are sitelink extensions with their own respective URL:

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (10)

(Video) Google Ads Vs Bing Ads!! | Is Bing Better?

Greater transparency

Bing is fully transparent when disclosing details about its search partners, allowing advertisers to see exactly where their traffic is coming from. The platform provides detailed reports on the performance of each search partner in a campaign, including details on all metrics, from impressions to conversions.

Higher engagement and conversion rates

Bing users that click PPC ads tend to be more engaged with the sites and post-click landing pages they’re sent to. They also convert at much higher rates. The Search Engine People study mentioned above found that in the automotive industry, users were converting at 10%-56% higher rates than Google ads.

The benefits of Bing Ads certification

Similar to AdWords’ certification program, Bing Ads customers can take a training course followed by an accreditation exam (must score at least 80%), to receive a Bing Ads Accreditation. Once earned, displaying this badge can particularly useful when closing new business.

Hallam Internet marketing agency is an example of a brand that became Bing Ads certified. See the member badge on the bottom-right?

Bing Ads vs. Google Ads: The Pros & Cons of Each Platform (11)

By becoming a Bing Ads Accredited Professional, advertisers gain several benefits, including:

  • Recognition as a Bing Ads expert with an official member badge on websites, business cards, stationary, resumes, and other marketing materials
  • Placement in the Accredited Professional membership directory
  • Updated Bing Ads profiles that include social media platforms and sharing sites
  • Resume-building

So, should you use Bing or Google ads?

Hopefully by now it’s understood the best digital advertising strategy is to leverage both platforms simultaneously, provided your budget allows it.

Google AdWords may be top-of-mind with digital ads, but Bing is perfect for complementing your PPC strategy and filling any gaps in your online presence. With Bing Ads accompanying your AdWords campaigns, you can expand the reach into new and unique territories. And even though Google has more search volume, Bing boasts higher positioning, less bidding competition, and generally a lower cost-per-click.

Refer to the Digital Advertising Reference Guide for the most up to date ad specs and targeting options. Then, use both Bing Ads and Google Ads to create persuasive ad campaigns, providing an optimal post-click landing page from ad to post-click landing page with Instapage — the web’s most robust post-click automation platform.

FAQs

Which is better Bing Ads or Google Ads? ›

Bing Ads offers more transparency and control over search partner targeting. Google offers paid search advertisers two choices at the campaign level: target Google search, or target Google search and search partners. There's no in between or alternative.

What are the pros and cons of Google Ads? ›

Is Google Ads Worth It? 17 Pros & Cons Of Using Google Ads In 2022
  • Pro 1: Instant Results. The first pro to understand is that Google Ads has the capability to generate instant results. ...
  • Pro 3: Measure Results. ...
  • Pro 5: High ROI Potential. ...
  • Pro 9: High Intent Searchers. ...
  • Con 2: High CPC Potential. ...
  • Con 6: Keyword Intent.
17 Dec 2021

What are the cons of using Bing? ›

Disadvantages of Bing Compared to Google

The main weakness that comes with using the Bing search engine for marketing purposes is that it's still used far less than Google. The reason for this is primarily because of brand familiarity.

Is Microsoft Advertising better than Google? ›

There is no doubt that both ad networks offer high engagements with sites and landing pages, but the Google Ad network is slightly better than Microsoft. With an average conversion rate of 3.75%, Google performs better than Microsoft which offers a conversion rate of 2.94%.

What are the benefits of Bing Ads? ›

Bing Ads' Advantages Over Google Ads
  • More Effective Social Extensions. ...
  • Bing Ads Have Less Expensive CPCs. ...
  • Bing Ads Allow for Campaigns in Different Time Zones. ...
  • Bing Ads Allow You To Drill Down Using Search Demographics. ...
  • Bing Ads Provide More Control Over Search Partner Targeting. ...
  • Bing Allows for More Mistakes During Searches.

Should I use Bing or Google? ›

Bing offers users more autocomplete suggestions compared to what Google does. Bing offers users eight while Google offers four. This is mostly useful if you use autocomplete to search for alternative products or when searching for wildcard suggestions. Compared to Google, Bing has a significantly better video search.

Are Google Ads effective? ›

Google Ads can be worth it for small businesses. There are a ton of benefits advertising on Google can offer including the ability to reach targeted and motivated audiences, a pay-for-performance pricing model, and an easy-to-track ROI.

Is Google Ads worth it 2022? ›

So, are Google ads worth it? Yes, they are, even in 2022, and that will not change anytime soon. So you'd do well to include them in your marketing campaign, as well.

Are Google Ads reliable? ›

Yes, Google Ads works. Google Ads is an affordable form of advertising that allows for targeting qualified, in-market prospects, and if managed correctly, it can deliver strong ROI, helping you grow your business's leads and sales.

Are Bing ads cheaper than Google Ads? ›

Pros of Microsoft Advertising

Bing ads cost less than Google; they have an average lower Cost-Per-Click (CPC). Bing is great for targeting US audiences that are: older, blue-collar, and with higher income.

Why is Bing the best? ›

Bing has image chops

That goes for image searches, too. Bing was first to implement the “infinite scroll” in Bing Images, where users could simply scroll and scroll and never reach the “end” of their search results.

Are Bing Ads profitable? ›

Alongside having potentially unique and untapped audiences, Bing Ads advertising costs have been found to have significantly cheaper cost-per-click (CPC) than Google Ads. So far in 2021, identical shopping campaigns on Google Ads and Bing Ads for one of our clients have seen a 37.8% difference in CPC spend.

Should I use Bing Ads? ›

Not only can you use Bing ads to increase your overall visibility within engines, but you can also reach a wider and more specific demographic. Bing accounts for 30% of all searches within the United States making it the second most popular search engine stateside.

What is better than Google Ads? ›

Here is our list of the 10 best Google ads alternatives in 2022.
  • Microsoft ads.
  • Facebook ads.
  • Native ads.
  • Linkedin ads.
  • TikTok ads.
  • Twitter ads.
  • Amazon ads.
  • Reddit ads.
6 Dec 2021

What percentage of people use Bing? ›

As of September 2021, Bing had a 9.61 percent share of the market in the country, with Google having more than 85 percent share.

What is the difference between Google Ads and Microsoft ads? ›

With Microsoft Advertising, you can show ads to tens of millions of people that you can't reach with just Google Ads. The Microsoft Advertising network audience also spends more money online!

Is Bing free or expensive? ›

Bing has lower cost-per-click.

In terms of cost-per-click (CPC), ReportGarden found that the average CPC for Bing was $7.99 whereas Google's was $20.08. Since there's less overall traffic occurring on Bing, CPC is typically less expensive.

How effective is Microsoft Advertising? ›

Generally, Microsoft faces less competition on its keywords. This helps lower your CPC (cost-per-click), which means you're paying less to target a demographic with more disposable income. According to TheeDigital, campaigns on Microsoft Advertising face approximately 36% less competition than Google Ads.

Why is Google so much better than Bing? ›

Google has a lot bigger data: Most search engine algorithms rely on past user data to power the current version of algorithms. Google, having 5 to 6x the market share of Bing, has 5 to 6x the data to analyze and use for its algorithms. All things being equal, bigger and better data wins over better algorithms.

What is the difference between Bing and Google? ›

The Biggest Differences

Keywords: Both Google and Bing offer a tool for keyword research but the biggest difference is that Bing has a lower search volume. Click-through-rate (CTR): Bing offers numerous resources for both financial and shopping services.

Which is more popular Google or Bing? ›

Google retains an 83.84% share of the global market, although this has fallen from 89.95% in the past three years; during the same timeframe, Bing's share has risen from 3.99% up to 8.88%.

Is Google Ads difficult? ›

There are many challenges to learning Google Ads and creating a successful campaign. Some of the more common problems are failure to determine your audience and keywords correctly, difficulty describing what makes your business unique, missing information, and a website that doesn't work well on mobile devices.

Why is Google Ads so powerful? ›

Increased Leads and Customers

Google Ads also allows a business to focus on the people who are searching specifically for what they want. This means your business' searches can be continually refined so that only people who want to buy your products or services are sent to your websites through this platform.

Is Google Ads for free? ›

No, participation in AdSense is free of charge.

How much should I pay for Google Ads? ›

The average cost to advertise on Google depends on factors like your industry, campaign targeting, and ad network. For example, the average CPC for the Google Search Network is $1 to $2 while the average CPC for the Google Display Network is $1 or less.

Can I do Google Ads myself? ›

To create your Google Ads account, you'll need an email address and website for your business. Even if you don't have a website, you can still advertise on Google using Smart campaigns, the default Google Ads experience for new advertisers. You can also create your first ad in just 15 minutes.

Who has a better way of doing ads Facebook or Google? ›

Google Ads can be faster to get started with and have a wider potential reach than Facebook Ads, but Facebook Ads can offer more nuanced targeting with its pixel and potentially much more powerful tracking insights than Google Ads.

Are Google Ads expensive? ›

On average, however, advertisers can expect to pay: $2.32 per click on Google Ads Search. $0.67 per click on Google Ads Display. $0.54 per click on Google Ads Shopping.

When should you not use Google Ads? ›

  1. 7 reasons why you shouldn't use Google Adwords. ...
  2. Users trust organic search. ...
  3. Clicks are increasingly expensive. ...
  4. Text ads are possibly the worst kind of advertising formats. ...
  5. Mistakes can cost you dearly. ...
  6. Google maybe charging you for traffic which it shouldn't be charging for.
13 Feb 2015

How fast do Google Ads work? ›

How long ad review takes. Most ads are reviewed within 1 business day. However, some reviews take longer if the ad requires a more complex review. If your ad is under review for more than 2 full business days, contact us for information.

How much does it cost to advertise on Bing? ›

Retail advertisers' average cost per click is $1.24 on Bing but less than a dollar on Google.
...
The average cost per click on Bing across all industries is $1.54.
IndustryAverage CPC (USD)
B2B Services$1.16
B2C Services$1.78
Careers & Employment$0.75
15 more rows
6 Nov 2017

How do Bing ads work? ›

Bing Ads is a pay-per-click, or PPC advertising, model. It works using a bidding system that should be familiar to Google advertisers. If you outbid your competition, you're more likely to get your ad to show for a particular term. You only pay if someone clicks your ad, and you'll set a daily budget.

How Bing Ads Work explain with an example? ›

You bid on specific keywords that you think Bing users will use and then, when a user conducts a search that matches your keywords (“dji drones” in the screenshot above), Bing compares the bids and ad quality of the competing businesses and decides which ads will show up in which order on the SERP.

Is Bing better than Google for privacy? ›

If Google's data-hoovering didn't creep you out before, its attitude toward location tracking and Google+ privacy failings should. And while privacy-focused search options like DuckDuckGo go further to solve that problem, Bing is the most full-featured alternative out there.

Why do people use Bing? ›

Sometimes, it just comes down to personal preference. The two sites do look and perform in a similar way, but some people do just prefer Bing. It also does perform better than Google in some instances, for example, it has a better video search and gives users more autocomplete suggestions.

What is the purpose of Bing? ›

As an online search engine, the primary objective of Bing is to connect users with the most relevant search results from the web—providing easy access to quality content produced by web publishers.

Who uses Bing? ›

Who Is Using Bing? Research has revealed that the typical user on Bing is generally over the age of 35, most commonly between the ages of 55 and 64, and most are parents.

Where do Bing ads show? ›

Where are Bing Ads displayed? Bing displays ads across the Microsoft Search Network. This network includes bing.com, yahoo.com, aol.com, and websites under the Yahoo and AOL umbrella. The network also includes partner sites and search results displayed on Windows 10, Microsoft Office programs, and Cortana.

Is Bing a social media platform? ›

The New Bing incorporates social media tools and brings social search to a new level by adding elements from popular social media sites, a shiny new look, and a sidebar interface.

Is Bing ads pay per click? ›

The difference between Google Ads and Bing Ads

Both are pay-per-click advertising platforms designed to help businesses reach specific audiences, drive traffic, and increase revenue. At the same time, each platform possesses specific features and benefits, making it unique and advantageous over the other.

Do Google Ads run on Bing? ›

If you already are using Google Ads to advertise on Google, you can import these campaigns into Microsoft Advertising so that you can run the same ads on Bing. This is an easy way to expand your online advertising reach.

What are audience ads in Bing? ›

Microsoft Audience Ads is a native advertising solution optimized for search advertisers. This feature enables advertisers to get additional high-quality traffic from non-search placements.

Who is Google Ads biggest competitor? ›

Competitors and Alternatives to Google
  • Adobe.
  • Amazon.
  • Meta.
  • Adform.
  • Oracle.
  • AdRoll.
  • Amobee.
  • Yahoo.

What is the alternative to Google Adwords? ›

Bing Ads. Bing, Microsoft's search engine, is Google's biggest and main competitor.

What is the difference between Facebook ads and Google Ads? ›

Facebook Ads and Google Ads are both leading pay-per-click advertising platforms where advertisers pay per each click their ad receives. Facebook Ads is a paid social ad platform with extensive audience targeting options while Google Ads is a paid ad search platform relying primarily on Google users' keyword searches.

What are the 5 top search engines? ›

Here are the top search engines in the world.
  • The Best Search Engine in The World: Google.
  • Search Engine #2. Bing.
  • Search Engine #3. Baidu.
  • Search Engine #4.Yahoo!
  • Search Engine #5. Yandex.
  • Search Engine #6. Ask.
  • Search Engine #7. DuckDuckGo.
  • Search Engine #8. Naver.
10 Apr 2022

Is Bing Chinese? ›

Bing is the Mandarin pinyin romanization of the Chinese surname written 邴 in Chinese character. It is romanized Ping in Wade–Giles. Bing is listed 214th in the Song dynasty classic text Hundred Family Surnames. It is not among the 300 most common surnames in China.

What is better than Google Ads? ›

Here is our list of the 10 best Google ads alternatives in 2022.
  • Microsoft ads.
  • Facebook ads.
  • Native ads.
  • Linkedin ads.
  • TikTok ads.
  • Twitter ads.
  • Amazon ads.
  • Reddit ads.
6 Dec 2021

Are Bing Ads profitable? ›

Alongside having potentially unique and untapped audiences, Bing Ads advertising costs have been found to have significantly cheaper cost-per-click (CPC) than Google Ads. So far in 2021, identical shopping campaigns on Google Ads and Bing Ads for one of our clients have seen a 37.8% difference in CPC spend.

Should I use Bing Ads? ›

Not only can you use Bing ads to increase your overall visibility within engines, but you can also reach a wider and more specific demographic. Bing accounts for 30% of all searches within the United States making it the second most popular search engine stateside.

What is the difference between Google Ads and Microsoft ads? ›

With Microsoft Advertising, you can show ads to tens of millions of people that you can't reach with just Google Ads. The Microsoft Advertising network audience also spends more money online!

Who is Google Ads biggest competitor? ›

Competitors and Alternatives to Google
  • Adobe.
  • Amazon.
  • Meta.
  • Adform.
  • Oracle.
  • AdRoll.
  • Amobee.
  • Yahoo.

Are Google Ads effective? ›

Google Ads can be worth it for small businesses. There are a ton of benefits advertising on Google can offer including the ability to reach targeted and motivated audiences, a pay-for-performance pricing model, and an easy-to-track ROI.

Which is better Facebook Ads or Google Ads? ›

Google Ads can be faster to get started with and have a wider potential reach than Facebook Ads, but Facebook Ads can offer more nuanced targeting with its pixel and potentially much more powerful tracking insights than Google Ads.

Are Bing ads cheaper than Google ads? ›

Pros of Microsoft Advertising

Bing ads cost less than Google; they have an average lower Cost-Per-Click (CPC). Bing is great for targeting US audiences that are: older, blue-collar, and with higher income.

How much does Bing cost? ›

Retail advertisers' average cost per click is $1.24 on Bing but less than a dollar on Google.
...
The average cost per click on Bing across all industries is $1.54.
IndustryAverage CPC (USD)
B2B Services$1.16
B2C Services$1.78
Careers & Employment$0.75
15 more rows
6 Nov 2017

Who uses Bing? ›

Who Is Using Bing? Research has revealed that the typical user on Bing is generally over the age of 35, most commonly between the ages of 55 and 64, and most are parents.

What's the difference between Bing and Google? ›

The Biggest Differences

Keywords: Both Google and Bing offer a tool for keyword research but the biggest difference is that Bing has a lower search volume. Click-through-rate (CTR): Bing offers numerous resources for both financial and shopping services.

Is Bing free or expensive? ›

Bing has lower cost-per-click.

In terms of cost-per-click (CPC), ReportGarden found that the average CPC for Bing was $7.99 whereas Google's was $20.08. Since there's less overall traffic occurring on Bing, CPC is typically less expensive.

Is Bing ads pay per click? ›

The difference between Google Ads and Bing Ads

Both are pay-per-click advertising platforms designed to help businesses reach specific audiences, drive traffic, and increase revenue. At the same time, each platform possesses specific features and benefits, making it unique and advantageous over the other.

How effective is Microsoft ads? ›

Generally, Microsoft faces less competition on its keywords. This helps lower your CPC (cost-per-click), which means you're paying less to target a demographic with more disposable income. According to TheeDigital, campaigns on Microsoft Advertising face approximately 36% less competition than Google Ads.

What percentage of people use Bing? ›

As of September 2021, Bing had a 9.61 percent share of the market in the country, with Google having more than 85 percent share.

What type of advertising does Microsoft use? ›

Technology. Similar to Google Ads, Microsoft Ads uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown.

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