What do you imagine when you think about “paid search advertising”?
For most people, the answer is “Google AdWords”, otherwise known as the marketing messages that are published at the top of the Google search results whenever someone looks for an answer to their problems.
There’s a good reason why Google dominates the marketplace for pay-per-click marketing. After all, when you’re not sure about the answer to a question on the local pub quiz, you don’t “Bing it”, you “Google It”. This is the search engine that commands the largest share of the current search market, and it’s also one of the most lucrative technology companies in the world.
But does that mean you should ignore the potential of Bing advanced search?
Bing might not be the biggest fish in the pond, but it’s one that’s worth catching if you’re hoping to get the best reach for your business. Making up about 23% of all online search volume, Bing’s reach is growing more significant by the day. If you haven’t already given it a try to boost the potential of your blog posts, then now might be the perfect time to make a change.
Not only is the platform easy to understand and use, but it also expands your potential marketplace significantly. With that in mind, we’re going to cover everything you need to know about Bing ads, from using the Bing dashboard, to mastering the Bing keyword tool.
Let’s get started.
What is Bing Ads and How Can It Benefit You?
If Google AdWords is the platform that businesses use to make sure that their companies show up first on the Google search results, then “Bing Ads” is the solution that helps you to connect with the users on Bing. When someone searches for an answer to their question using the Bing advanced search network, and includes a keyword that you’ve chosen to rank for, you’ll appear on the first page of search content.
Just like with AdWords, there are a few factors that can determine which ads show up on which search engine pages. For instance:
- Amount Bid: Just like you want to make more money by advertising on Bing, the search engine wants to earn profits from your advertisements. If you outbid your competition for a specific term, then your ad will show above theirs, it’s as simple as that.
- Relevancy of website: Since Bing only get paid when someone “clicks” on the ad you’ve published, they need to make sure that the adverts that show up are useful to your customers. No matter how much your bid, your advert for used cars will never show up for a search term like “local florists”.
- Customer experience: Finally, the Bing ads that you create should send people to the landing page they would expect based on what you’re advertising. This contributes to the “relevancy” factor, and makes sure that Bing keeps its users happy.
In basic terms, Bing Ads is just the Microsoft version of your Google AdWords campaign. Just as you’d expect the Google network to let you market your company on Google’s search engine, the Bing dashboard makes it easier for you to achieve organic results from people who use Bing, and the partner networks (AOL and Yahoo).
Since Bing and AdWords are so similar, there’s even a convenient option to sync your AdWords campaigns into Bing, importing everything you’ve been doing with Google, into the Bing framework. This is perfect for when you want to use Bing remarketing to reach out to a different set of customers, for instance.
The Benefits of Using Bing Ads
Although Google is undeniably the largest search engine in the world – and the most popular option for many consumers, that doesn’t undermine the value of Bing. Bing ads still connect to around 30% of the market, and if you ask Microsoft, the search engine could help you to communicate with people who wouldn’t see your ads on Google. In fact, the network is apparently used by 59 million people outside of the Google user-base.
If you’re wondering why you’d be considering how to setup a Bing ads campaign when you’ve already got a strategy with Google, there are several benefits to consider. For instance, Bing marketers can enjoy the fact that fewer people advertise on the engine to begin with, meaning less competition, and better ad positions for a lower budget.
According to some statistics, a click from your target customer could cost as much as 42% less on Bing than it would on Google. That’s a huge amount to small businesses who are struggling to find the cash they need to make their campaigns count. If you’re advertising for a particularly competitive word, then choosing the Bing dashboard could be enough to save you more than $100 for each click.
Of course, the amount you spend on Bing ads will depend on the keywords you choose, and the business you’re running, but the lower costs can make it much easier to reach out to new customers with Bing advanced search.
At the same time, while AdWords makes up about 80% of the current search engine market, this also means that you’re constantly facing a huge amount of competition whenever you’re trying to connect with someone new online. In any market, there’s about a third as many competitors marketing on Bing than there are on AdWords. This means that you get better ad placements overall.
Although Bing might not completely overshadow your Google AdWords campaign, learning how to setup a Bing ads campaign could mean that you can really make the most out of your advertising budget. In fact, the only reason why you’d avoid using a Bing campaign is if you’re targeting a particularly small niche.
How to Setup a Bing Ads Campaign: Creating an Account
If you do decide to get started with your own Bing ads campaign, then the first thing you’ll need to do is go to https://bingads.microsoft.com to create an account. From that point, you’ll be able to set up a campaign, or import the one that you’ve already been using with Google.
From the moment you log in, Bing will ask you if you’d rather simplify your entire AdWords strategy by just importing your Google campaign into the mix. If you want to do this, then you’ll be finished setting up your Bing remarketing or targeting ads in no time. On the other hand, if you want to start from scratch, you’ll need to begin by choosing a language and name for your campaign.
Remember, you’ll also have to pick where you want your ads to be displayed. For instance, you might want to target a particularly “local” area, or you may prefer to choose larger locations like the United States or Europe.
Choosing the Keywords for Your Bing Ads
Once you’ve got your profile, you’ll need to start thinking about the keywords that you want to target. These are the terms that you want to show up for when people are browsing on Bing. If you’ve used Google AdWords before, then you’ll already know all about choosing keywords, but if you haven’t, the Bing Keyword tool will be able to help.
As you might imagine, the keyword strategy you choose will have a huge impact on the overall power of your campaigns. Ideally, you’ll want to select keywords that are popular with your “warm” leads. While these keywords might be more expensive than others, they’re also more appealing, because the people using these terms are ready to buy. For instance, you’re a shoe store, you’re more likely to get conversions from someone looking for “buy black shoes”, than just “black shoes”.
Whatever your keyword strategy might be, it’s good to know that Bing provides you with their very own tool for helping you to discover the terms you should target in your text. All you need to do to access the Bing keyword tool is go into the “Tool” dashboard, then select “research keywords”.
When you’re entering your term choices, you can decide exactly how closely you want each query to match your words for your ad to appear. For instance, you can choose from:
- Broad match: This is the standard option. Your ad will simply appear for any queries or searches that contain your target words, or terms associated with your keywords. For instance, if your keyword is “cat food”, your ad might also show for “food for kittens”.
- Broad match modifier: If you want to refine your results slightly, then you can add a “+” before a keyword to lock it into place. For instance, this means that if you lock “cat” into place, your ad could show for “cat treats”, but not “kitten food”.
- Phrase match: For even more focus, you can place quotation marks around your keyword to ensure that the order of the words in question will stay the same. In other words, you might show up for “cheap cat food”, but not “cat healthy food”.
- Exact match: Finally, with an exact match term, the query your customer is looking for needs to match your term exactly. This gives you the most targeted collection of potential leads.
The type of keywords you choose will depend on several different, and important factors, including your target market, your budget, and more. As you continue to build on your Bing ads strategy, you’ll be able to adapt your keywords to focus on the ones you know are working well.
Targeting Locations with Bing Advanced Search
Just as the keywords you choose to rank for will determine what kind of customers come to your online store, the locations you select will also have an impact on your PPC results. For instance, if you’re a real estate agent listing property in Toronto, Canada, then you don’t need people from Manchester, England seeing your ad.
Depending on how geographically-focused your business is, it may make a lot of sense to ensure that you learn how to setup a Bing ads campaign complete with location targeting. The good news is that the Bing dashboard gives you plenty of opportunities to market to a specific area. In fact, you can even exclude certain locations too.
It’s easy to forget just how important location can be for your Bing advanced search strategy, and a lot of companies end up targeting everyone in a specific region, country, or state, without realizing that they’re wasting money on some of their clicks.
Remember to Keep your Budget in Mind
When you’re learning how to setup a Bing ads campaign, it’s easy to get carried away.
As soon as you realize just how simple the Bing dashboard can be, and discover countless opportunities to boost your brand reach with remarketing strategies and paid campaigns, you might find yourself launching bigger, and better programs on an almost daily basis.
Unfortunately, most companies simply can’t afford to go wild with their Bing strategy. While you can always pick a price at random and hope for the best, it’s generally a much better idea to make sure that your campaigns succeed with a careful cash strategy. Do some research before you start writing up the content for your campaigns.
One of the great things about the Bing ads dashboard, is that it allows you to get some “performance estimates” for the keyword you choose. This means that you can get a general idea of the results that you can expect from any chosen budget.
For instance, if you were willing to bid $10 per click, and you could spend as much as $100 a day, then you could get 55 highly-targeted clicks a month. Of course, depending on the quality of the clicks you get, your results can either be incredibly exciting, or a complete waste of money. The key to success is making sure that you’re constantly spending time optimizing and improving your Bing ads strategy.
Creating the Perfect Bing Ads
Once you’ve done all your research, finished your planning, and you know exactly what kind of budget you have to spend, you’ll be in the perfect position to start writing your ads. To do that, you’ll have to click on the button in the Bing dashboard that says “+Create ad”.
Although there’s no one-size-fits-all solution for the ideal Bing ad, there are a few things you should keep in mind. For instance, you should always be using your keywords to make sure that your customers know that you have the answer that you’re looking for. Additionally, it helps to use your unique value proposition to convince your clients that you’re a better option than your competition. A few other tips to keep in mind include:
- Share information about your location: If you’re local and can offer services to people nearby, then it helps to let your customers know that.
- Adapt your language to suit your customers: If you’re talking to professional investors, for instance, your tone will probably be very different from a company who is marketing to teenagers.
- Be authentic and personable: Don’t just tell people about prices, let your customers know that they can trust you.
- Include a call to action: Make sure that your customers know exactly what they need to do to get the offer you can provide.
Remember, you’ll only have a maximum of 140 characters to work with when designing your ad, so make sure you keep your copy focused on the things that matter most to your customers. Additionally, you might have to devote some time and effort to testing the copy over time and finding out which words, phrases, and calls-to-action have the best impact on your audience. Even one changed keyword could potentially have a huge impact on your revenue.
Reaping the Benefits of your Bing Ads Campaign
The digital world is packed full of ways for companies to earn attention, and investment from their target customers. From social media campaigns that help you to develop stronger connections with your followers and convince them that you deserve their trust, to paid ad campaigns that jump-start your brand awareness, there’s something for everyone.
Once you’ve figured out how to setup a Bing Ads campaign with the information above, you can simply hit “Save” and enter your card details to get your program up and running. Of course, that’s just the beginning. Over time, you’ll probably end up running a variety of different campaigns to different groups.
While getting to grips with Bing ads can seem complicated at first, it’s worth it. Just like Google AdWords, your PPC strategy on Bing can help you to communicate your marketing message to a potentially unlimited audience, driving countless new, and dedicated customers into your store. In a world where competition is fierce in almost every marketplace, your Bing dashboard could be your key to a more successful marketing strategy online.