Despite the acronym, Bing Ads is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer. If knowing your audience’s intent is one side of the Bing Ads coin, delivering it in a way search engine crawlers can find and understand is the other. In this guide, expect to learn how to do both.