Like the aforementioned platforms, Bing’s app install ads link directly to the App Store on iOS or Google Play on Android devices. Ironically for Microsoft, there is no support for the (limited number of) apps running on Windows-powered phones. Conversion tracking is available, but only through one of Bing’s approved partners; Appsflyer, Kochava, Tune, & Apsalar.
Unlike on Facebook, where advertisers must set up separate campaigns for iOS & Android apps, Bing app install ads include a “smart targeting” option—the ads will detect which OS each ad is being served to, and serve up the correct app download location for each impression.
The test ad format is not currently available in Bing Ads Editor; only through the UI or API. Advertisers looking to participate in the Bing app install ads beta program can reach out to their account manager, or sign up here.