TikTok ad credit and Microsoft Advertising promotional credits represent two very different approaches to digital advertising. TikTok is a social video platform where advertising interrupts a content consumption experience. Microsoft Advertising, which includes Bing search and the Microsoft Audience Network, is primarily a search and native advertising platform where users arrive with active purchase intent. These differences make the platforms complementary rather than competitive for most advertisers.
Platform and Credit Comparison
| Factor | TikTok Ad Credit | Microsoft Advertising Credits |
| Primary channel | Social video discovery | Bing search, Microsoft Audience Network, LinkedIn Profile targeting integration |
| User intent | Entertainment and discovery; passive browsing | Active search intent; users looking for specific products or information |
| Ad formats | Video-first: In-Feed, Spark Ads | Search text ads, shopping ads, display, native, video |
| Audience targeting | Demographics, interests, behaviors, custom audiences | Keywords, demographics, LinkedIn profile data integration, remarketing |
| Distinctive feature | For You Page algorithm surfaces ads to non-followers | LinkedIn audience data integration available for professional targeting |
| Typical CPM/CPC range | Lower CPM for video; performance-based CPC available | Lower average CPC than Google on equivalent keywords |
The Intent vs. Discovery Divide
The most important distinction between these two platforms is where the user is in their buying journey when they see your ad. A user searching on Bing for “project management software” or “best running shoes under $100” is actively in purchase mode. Microsoft Advertising captures that intent and converts it. A TikTok user scrolling their For You Page is in discovery mode: they may have no intention to buy anything when your ad appears, but a strong creative can create that intention.
For advertisers with products that have established search demand, Microsoft Advertising captures existing intent efficiently. For advertisers with products that need awareness or discovery, particularly visually appealing consumer goods, TikTok creates that demand upstream of the search.
For how to build your TikTok credit strategy around generating demand, see how to maximize ROI with TikTok ad credit.
When to Prioritize TikTok Credit
TikTok credit is the stronger choice for new brands that need awareness before they can capture search demand, for product categories where visual demonstration drives purchase decisions, and for businesses targeting consumers under 35 who use TikTok heavily. TikTok is also more appropriate when the product benefit is better shown than described, which is a format advantage video holds over search text ads.
For guidance on selecting the right campaign type for your TikTok credit, see what campaign objective performs best with TikTok ad credit and what metrics to track in an ad-credit campaign.
Frequently Asked Questions
Is Microsoft Advertising the same as Bing Ads?
Microsoft Advertising is the current name for the platform formerly known as Bing Ads. It includes search advertising on Bing, Yahoo (in markets where Microsoft powers Yahoo search), as well as native and display advertising across the Microsoft Audience Network, which includes MSN, Outlook, and Microsoft Edge placements. Microsoft Advertising also offers a LinkedIn Profile targeting integration that allows B2B advertisers to layer professional attributes on top of search or audience campaigns.
Can TikTok and Microsoft Advertising work together as a funnel?
Yes, and this is a common multi-platform strategy. TikTok ads at the top of the funnel generate awareness and interest for a product or brand. Users who discover the brand on TikTok may later search for it by name on Bing or Google. Microsoft Advertising branded search campaigns capture that intent cost-efficiently. This combined approach means TikTok credit is not just producing direct conversions but also seeding the search demand that Microsoft campaigns convert.
Does Microsoft Advertising offer a new advertiser credit program?
Microsoft Advertising has historically offered new advertiser promotional credits in various forms, often as a spend-match offer for accounts meeting certain criteria. The current availability, amount, and terms of Microsoft’s promotional offer should be verified directly through Microsoft Advertising’s website, as these programs change. For TikTok’s current credit program details, see the TikTok new advertiser incentive program.
Which platform is easier for new advertisers to set up?
Both TikTok Ads Manager and Microsoft Advertising offer self-serve account setup accessible to new advertisers. Microsoft Advertising’s search campaign structure, using keywords and text ads, follows a familiar model for anyone with Google Ads experience. TikTok Ads Manager’s video campaign setup requires creative assets and familiarity with video-specific settings. For advertisers new to both, Microsoft Advertising’s text-based search format has a lower creative barrier, while TikTok’s format requires video production but offers a lower CPM for broad reach.
