The 10th annual Performance Marketing Awards has gained another edge of prestige courtesy of Bing Ads being announced as its main sponsor.

Microsoft’s PPC ad service will have its name in the limelight as the performance marketing industry prepares itself for what’s expected to be a very special gathering at London’s Grosvenor House Hotel on April 26.

With ties to a channel that typifies the ‘pay on results’ tactic that performance marketers adopt, there are few more befitting sponsors for the PMAs than Bing Ads.

Cedric Chambaz, the group’s head of marketing for Europe, told PerformanceIN: “We’re extremely excited to be co-hosting the Performance Marketing awards, especially for its 10th edition. 

“At Bing, we believe in empowering businesses to fulfil their full potential, and the awards recognise brands who have reached such a potential.”

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Following Microsoft’s decision to rename its search ad network in 2012, Bing Ads replaced what was known as the company’s adCenter in 2012.

“With a growing 18% market share in the UK, we are ourselves a growing contender in search advertising as our offering continues to be more connected and integrated across platforms – from search experiences on Yahoo to AOL, Apple to Amazon,” Chambaz commented.

“Since Bing got integrated across the breadth of Microsoft’s Windows 10 devices, we are ambitious about our ability to enable even more businesses achieve more through our quality audience.”

The service has been improved in recent years to include new functionality such as remarketing for search and shopping campaigns, which allows advertisers to serve paid-for search ads to people that have already visited their website.

In a similar vein, the marrying of data and search is currently a big area for Bing at present.

Ravleen Beeston, sales director at Bing Ads, recently took to the writer’s pedestal at PerformanceIN to predict whole marketing strategies to be driven by ‘search intelligence’. 

Data is also a growing area of focus for the Awards, which has expanded out of its early roots in affiliate marketing to reward performance marketers in categories such as Best Use of Data, Most Effective Use of Programmatic and, of course, Best Paid Search Campaign, which is sponsored by Bing Ads. 

Tables and individual places for the Performance Marketing Awards are going fast. If you’d like to book your seat at the performance marketing industry’s only award ceremony, head over to the official site