What does Microsoft Advertising do well? Utilizing platform to run Microsoft Bing Paid Search campaigns currently, and what I like best is that it is the exact same platform as Google AdWords was. So if you have experience using Google AdWords (now Google Ads) then using Bing is no problem. Best part is you can link to your Google account and import your entire campaign structure, ad-groups, keywords, bids, etc. exactly. I believe you could also directly import the campaign structure from a Google export as well, if you for whatever reason do not want to link the accounts. Microsoft Advertising is also a compatible search engine in Google SA360 so you can manage multiple engine campaigns from that platform as well. Microsoft also has good customer service and offer help for your campaigns.
What does Microsoft Advertising not do well? The platform UI hasn't had a major update to improve UX much over the years.
What do you wish you had known about Microsoft Advertising before using? Knowing about the ability and functionality for linking to other SEM platforms is a must to know before using Microsoft Advertising. Also, I wish I had known that Microsoft will only allow monthly invoicing for billing after many requirements have been met first, such as minimum spends, using platform for a year beforehand, etc. Therefore expect to add a credit card to the account in order to pay for media and hope that your credit limit is high enough to support your monthly spend.
Have you used a competitor to Microsoft Advertising? If so, how does it compare? Google Ads (formerly Google AdWords) is the most common well-known competitor. Google is superior due to their audience data for targeting, tracking, etc., but its great that Microsoft was able to copy the Google UI so that users know how to use it without any training.