Find out how to arrange a Bing Advertisements marketing campaign

With more than a billion visitors a month, Bing is an extremely popular search engine. Sure, it's nowhere near as popular as the world's largest search engine, Google, but it's a formidable and powerful platform in itself.

When running a paid advertising campaign it can be a mistake to ignore Bing and all of the opportunities it offers you.

With that in mind, let me show you why it might be worth starting a Bing PPC advertising campaign.

Why should you run a Bing Ads campaign?

Depending on what you're selling and who you're targeting, Bing could be the missing piece of the puzzle to your marketing strategy. Here's why.

First, Bing has a 6.7 percent market share, making it the second largest search engine in the world. That may not sound like a lot, but there is enormous potential for growth here.

Next, over 1 billion people are using Windows 10. Since Microsoft owns Bing, they route a lot of traffic to their own search engine through Cortana and the search bar at the bottom of their computer screen. That's easy, reliable traffic right there!

According to a Wordstream study, the average click-through rate (CTR) for Bing ads is 1.25 percent and for Google ads just 0.86 percent.

Seems to be worth paying attention to, doesn't it?

How to set up your Bing Ads campaign

Ready to start? Large. It's easy to set up your first campaign. Let me guide you through the steps.

1. Create a Microsoft advertising account

To get started, you'll need a Microsoft Advertising account as Bing Ads is now part of Microsoft advertising. Registration is free. You can use an existing email address for this.

First, go to Microsoft Advertising and click "Sign Up Now" to register.

How to set up your Bing Ads campaign - Create a Microsoft advertising account

On the next page, click "Create One" to set up a new Microsoft Advertising account.

How to set up your Bing Ads campaign - Go to

You can either use an existing email address or create a new one to manage your account.

Next, just follow the on-screen instructions. You will need to fill in some basic details like your name and business location. Agree to the terms of use and create your account.

2. Import an existing Google Ads campaign (optional)

Are you creating a Bing ad from scratch? Continue with step 3. If you already have a Google Ads campaign that you want to run on Bing, this step is for you.

First, go to your main menu, select "Import", then "Import from Google Ads". Then just log into Google. Go to Select Accounts, select the account you want to import an ad from, and click Next.

If you want to import your Google ad without changes, name the imported campaign and click Start Import, or click Customize Report to fine-tune your bids and bid strategies, for example.

Do you want to import multiple Google Ads at the same time? You can import up to 10 at a time, and the steps are pretty much the same.

Once you've imported your desired campaigns, double-check all the details to make sure they've moved correctly, paying special attention to your targeting settings, bids, and budgets.

Make the necessary adjustments and you're good to go.

3. Choose the right keywords

Before creating your campaign, you need to choose your target keywords. If you don't choose the "right" keywords for your campaign, your ad won't reach the right people.

How do you find the perfect keywords? Well, you need to do some keyword research. Microsoft Advertising has a built-in keyword planner to help you with this.

First, log into your account. Select "Tools" from the top menu and scroll down to "Keyword Planner". You can then enter details such as your company name, location, and service. The keyword planner shows you the suggested keywords that you would like to bid on.

How to set up your Bing Ads campaign - Pick the right keywords

To improve search results, include all of the keywords that you know you want to use and write down any negative keywords that you want to exclude from the results.

How to set up your Bing Ads campaign - Use the Keyword Planner

You can also search for search volume, trends, and cost estimates to focus on your keyword research.

How do you know which keywords you are matching? Stick to keywords associated with “commercial intent”. These are the keywords that are typically used when ready to buy a product or sign up for a service. So it makes sense to use them specifically in your Bing Ads campaign.

Say you're selling wine. One phrase you might use is "buy wine," as it is not surprising that most of the people who use that search term actually want to buy wine. If you search for this keyword and related suggestions, you will see the following list:

How to set up your Bing Ads campaign - use the keyword planner and sell a wine sample

Pay attention to the columns CTR and Cost-per-Click (CPC) in all columns. The higher the click rate, the more people click through the ad. Compare that to the real cost of an average click to determine which keywords are best for your campaign and ad budget.

You don't have to limit yourself to Microsoft's keyword planning tool. You can also search Ubersuggest for other keyword ideas and use your results to inform your ad.

4. Create your Bing Ads campaign

Once you've set up your account and done your keyword research, it's time to create your first Bing ad. If you didn't import any campaigns in step 2 or are creating a new Bing Ads campaign, this step is for you.

First go to your "Campaigns" page, then click the "Create Campaign" button in the middle of your screen.

How to set up your Bing Ads campaign - Create your Bing Ads campaign

Then set your goal. For example, your goal could be conversions on your website, a dynamic search ad, or the sale of products from your catalog. The setup wizard will guide you through the various options available.

Then just follow the on-screen instructions to complete your Bing Ads campaign. As soon as you click "Save", your ad will appear.

Before you finish setting up your Bing ad, you can set custom parameters to maximize your chances of reaching the right audience. For example, you can choose the times you want to run your ad or the age groups in which you want to see your ad.

Bing Ads - Set custom demographics for targeted ads

Setting up custom parameters will ensure that you get the most out of your Bing ads.

5. Track your results

It's all well and good to set up a Bing Ads campaign, but you also need to make sure you're getting the results you want! To gauge the effectiveness of your campaign, you need to track two metrics: conversion rate and CPC.

Checking your conversion rate will tell you how many people are taking the actions you want in your ads. Assessing your CPC will show if you are spending too much on your ad budget.

How do you track these metrics? Let's start with the conversion rates. You can easily track conversions by simply clicking the Campaigns tab and checking the number in Conv. Pillar.

How to set up your Bing Ads campaign - Track your results

Here you can see how many conversions you are getting per campaign. You will find that this tab has everything from impressions to your click-through rate, so you can quickly track the metrics you think are most important, all on one page.

Similarly, you can then view your CPC on the Campaigns tab. Review how much you are spending per click and confirm that it is in line with your expectations and your marketing budget.

If you're spending too much, consider bidding on different keywords or tweaking your campaign in some way.

5 tips for creating a successful Bing Ads campaign

A successful Bing Ads campaign is about more than just keyword research and metrics tracking. Follow these tips to get the most from your campaign and maximize your ROI.

1. Know your audience

Whether these ads work for you really depends on what you're selling and who you're selling them to. Slightly older and more affluent target groups, for example, prefer Bing over Google. So, for example, if you're selling crates of wine aimed at medium-sized Americans ages 45 and up, Bing might be for you.

The best way to know if Bing is worth your time? Create a customer profile. Identify who you are targeting and what they are best responding to.

Are you already using a tool like Google Analytics? Check your demographics. If you tend towards younger audiences, you may not get the results you want from Bing Ads.

2. Import high performing Google ads

If you're already running high-performing Google Ads campaigns, it makes sense to import them into Bing Ads. Of course, you can easily set up brand new campaigns. However, you will save time and effort by only importing your successful campaigns.

Not sure which Google Ads campaigns to import? Think about which ones are most likely to appeal to the audience you are targeting in Bing Ads and work from there. You can remove these campaigns at any time and import others later.

One final point here, remember to double-check that everything has seamlessly moved from Google Ads to Bing before you start.

3. Improve your alignment

To get the most out of your Bing ads, you need to make sure they are reaching the right audience. How do you measure that? By getting multiple analysis reports.

For example, you can track segments including:

  • audience
  • Time
  • device
  • Geography

For example, suppose you find that on the weekend before 5:00 p.m., you get the most conversions from mobile devices. Focus on making sure that this is when your ads are showing the most often to maximize your conversions. This is how you get the most ROI out of your budget!

All the tracking tools you need can be found on the "Campaigns" page.

4. Use the UET tag

In order to closely track your conversions, you need to set up the UET (Universal Event Tracking) tag. Why? This tag allows you to see exactly what users do after they click your ad and visit your website.

In other words, if you want to know if someone will immediately bounce off your landing page or actually commit to a purchase, you need a UET tag.

It's easy to set up. First, go to your Campaigns page, click Conversion Tracking, then click UET Tags. Give it a name so you can identify it more easily. Enter your URL or website name in the description field. Save the tag you just created.

Next, copy and paste the code into the pages of your website that you want to keep track of. This is where WordPress plugins can help.

Finally, add some conversion goals to your day, such as: For example, if you keep track of how long someone spends on your website, what purchases they make, etc.

Please refer to the Microsoft support page for more instructions on running UET tags if you're new to them.

5. Monitor your Quality Score

Your Quality Score shows how your Bing ad is doing against competitive ads. It's based on three things: your click rate, ad relevance, and landing page experience. The results mean the following:

Tips for Creating a Successful Bing Ads Campaign - Monitor Your Quality Score

In a nutshell, a low quality score means your ads are not showing as often as they should, while a high quality score means you have a competitive keyword and CTR so your ad is showing more frequently.

To see your score, click the Keywords tab on the Campaigns page and check the "Agony." Score ". Check this regularly to make sure your ads are performing well.

Final thoughts on Bing Ads

Bing Ads may not be for everyone, but they are definitely worth a closer look. For many companies, they offer an affordable alternative to Google Ads, while others may find that running PPC campaigns on both platforms is best.

The only way to know is to try them out for yourself! Setting up a campaign is easy. So you should import a high performing Google Ads campaign and see how it works.

Have you already set up your first Bing Ads campaign? How do you find it?

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