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How can i start advertising in Bing?
Great question!
Advertising on Microsoft Bing can be a very effective way to reach your target audience, especially if you’re looking to diversify your advertising strategy beyond Google. Bing Ads, best known as Microsoft Advertising, is the platform you use to manage your campaigns on Bing.
Here’s a step-by-step guide on how to get started (+Special Bonus at the end):
How To Create a Microsoft Advertising Account?
Go to the Microsoft Advertising website: https://about.ads.microsoft.com/
Click on “Sign up now” or a similar button.
You can sign up using a Microsoft account (like a Hotmail or Outlook account) or create a new one.
Follow the prompts to fill in your business information, contact details, and billing information.
Important Tip!
Due to recent security updates, make sure you have access to your business documents for authentication and verification.
If you’re thinking about advertising on Bing, now is the time to start and we’re gonna tell you how in this article.
Understand Your Goals and Target Audience:
Define your objectives: What are you trying to achieve with Bing Ads? (e.g., increase website traffic, generate leads, drive sales, build brand awareness).
Identify your target audience: Who are you trying to reach? (e.g., demographics, interests, location) Understanding your audience is crucial for targeting your ads effectively.
3. Keyword Research:
The first step is to brainstorm relevant keywords. Think about the words and phrases people might use when searching for your products or services. You can use Google Sheets or Excel to create lists of keywords and organize them into groups, assigning each a relevancy score from 1 to 10.
Use keyword research tools such as Microsoft Keyword Planner: Bing’s own keyword research tool, accessible within your Microsoft Advertising account. You can also use third-party tools, such as: Ahrefs, SEMrush, Moz Keyword Explorer, etc.
Then, take the time and analyze keyword metrics: Look at search volume, competition, and suggested bids to choose the most relevant keywords for your campaigns.
Consider keyword match types:
Broad match: Shows your ads for searches that include variations of your keywords (e.g., “running shoes” might trigger ads for “athletic sneakers”).
Broad match modifier: Similar to broad match, but with more control. Add a “+” sign before keywords you want to always include (e.g., “+running shoes” will trigger ads for searches containing “running” and “shoes”).
Phrase match: Shows your ads for searches that include the exact phrase or close variations (e.g., “running shoes for men”).
Exact match: Shows your ads only for searches that exactly match your keywords (e.g., [running shoes]).
4. Campaign Structure
Campaigns: Organize your advertising efforts based on your overall goals or product categories.
Ad Groups: Within each campaign, create ad groups that are focused on specific themes or keyword groups. This helps you create more targeted ads.
Keywords: Add relevant keywords to each ad group.
Ads: Create compelling text ads that highlight your unique selling points and include a clear call to action.
5. Create Your Ads
Write compelling ad copy:
Use strong headlines that grab attention. Highlight your unique selling points (USPs).
Include a clear call to action (e.g., “Shop Now,” “Learn More,” “Get a Free Quote”).
Make sure to use relevant keywords in your ad copy, try to include as many keywords or search terms that you believe you’re ad is relevant for.
Use ad extensions:
Ad extensions allow your ad to gain free additional real estate and exposure, pushing your competitors’ ads further aside.
Some popular ad extensions include:
Call extensions: Display your phone number in your ad.
Location extensions: Show your business address.
Callout extensions: Highlight additional benefits or features (e.g., “Free Shipping,” “24/7 Support”).
Structured snippet extensions: Display structured information about your products or services (e.g., product categories, brands).
6. Set Your Budget and Bids
A budget is set on a daily basis. Each campaign has its own budget, determining how much you’re willing to spend on advertising each day for that campaign.
Bidding strategy:
When you create a campaign, in addition to setting a budget, you need to choose a bidding strategy that determines the goal the algorithm will optimize your ads for. There are both manual and automated bidding options.
Manual CPC (Cost-Per-Click): You manually set the maximum amount you’re willing to pay for each click.
Automated bidding strategies: Bing Ads offers various automated bidding options, such as Target CPA (Cost-Per-Acquisition), Target ROAS (Return on Ad Spend), and Maximize Clicks.
Set bids for your keywords: Based on your keyword research and competition, set bids for each of your keywords or let Bing automatically adjust your bids.
7. Targeting Options
You have to set your targeting options if you’d like to target only the potential clients. You can choose many targeting options.
Tip:
Every targeting option you choose will reduce your target audience size, so it’s important to maintain a balance between volume and relevancy.
Location targeting: Target users in specific countries, regions, cities, or even postal codes.
Demographic targeting: Target users based on age and gender (in some countries).
Device targeting: Target users based on the type of device they are using (e.g., desktop, mobile, tablet).
Audience targeting: Reach specific audiences based on their interests, behaviors, or demographics.
Remarketing: Show ads to people who have previously visited your website.
In-market audiences: Target users who are actively researching or considering buying products or services similar to yours.
Custom audiences: Create custom audiences based on your own data (e.g., customer lists).
8. Track Your Results and Optimize
Monitor your campaign performance: Regularly check your key metrics, such as impressions, clicks, click-through rate (CTR), conversions, cost-per-conversion, and return on ad spend (ROAS).
Use conversion tracking: Set up conversion tracking to measure how many leads or sales your ads are generating.
Optimize your campaigns: Based on your data, make adjustments to your keywords, ads, bids, targeting, and budget to improve your performance.
A/B testing: Test different ad copy, landing pages, and bidding strategies to see what works best.
9. Microsoft Advertising Editor (Expert tip)
Consider using Microsoft Advertising Editor, formly known as Bing Ads Editor. This is a free desktop application that allows you to manage your campaigns offline and upload changes in bulk.
Bing Ads Tips for Success
* Start small – Begin with a focused campaign and gradually expand as you learn what works.
* Be patient: It takes time to optimize your campaigns and see results.
* Test and iterate: Continuously experiment and make adjustments based on your data.
* Stay up-to-date: Keep up with the latest features and best practices for Bing Ads.
* Consider professional help: If you’re overwhelmed, consider hiring a digital marketing agency or consultant to manage your Bing Ads campaigns.
By following these steps, you can effectively start advertising on Bing and reach a wider audience for your business.
Good Luck!
Pro Tip: Test Bing Ads alongside your Google campaigns to compare performance. You might be surprised by the ROI.
Bonus! Claim Your $500 Microsoft Ads Coupon
If you’re ready to get started, don’t forget to claim your free $500 ad credit through Couponer.app. It’s a quick and risk-free way to try Microsoft Advertising:
Sign in with your Microsoft Ads account
Link your account to Couponer
Instantly redeem your $500 credit
Whether you’re launching your first campaign or scaling an existing one, this bonus gives you a head start. Try it today and maximize your reach on Microsoft’s powerful advertising platform.
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