Bing Native Ads: A Comprehensive Guide for Online Marketers

Hi Online Friends,

If you're looking for a new way to reach your target audience with relevant and engaging ads, you might want to consider Bing Native Ads. Bing Native Ads are a form of native advertising that blends in with the content and context of the web pages where they appear. They are powered by Microsoft AI and use user intent signals from Bing search history to match your ads with the right customers.

In this article, I will share with you everything you need to know about Bing Native Ads, including what they are, how they work, what are the benefits, how to create them, and some best practices to optimize them. I have been using Bing Native Ads for a while and I can tell you that they are a great way to boost your brand awareness, website traffic, and conversions. So let's get started!

What are Bing Native Ads?

Definition and examples of Bing Native Ads

Bing Native Ads are a type of native advertising that shows up on the Microsoft Audience Network, which is a network of high-quality publishers that partner with Microsoft to display ads on their websites. Native advertising is a form of advertising that matches the look, feel, and function of the platform where it appears. Unlike traditional display or banner ads, native ads do not interrupt or distract the user experience, but rather complement it.

Bing Native Ads consist of a headline, text, and URL. They also have a "Sponsored" label to indicate that they are paid ads. Bing Native Ads can appear in different formats and placements depending on the publisher's site design and layout. For example, they can appear as in-feed ads, in-article ads, carousel ads, or product ads.

Here are some examples of how Bing Native Ads look like on different publisher sites:

• In-feed ad on MSN.com: https://www.ppchero.com/wp-content/uploads/2015/07/Screen-Shot-2015-07-15-at-10.28.51-AM.png
• In-article ad on NewScientist.com: https://about.ads.microsoft.com/en-us/blog/media/2021/04/09/native-ad-example.jpg
• Carousel ad on Forbes.com: https://news.dmaillard.com/wp-content/uploads/sites/4/2015/07/Bing-Native-Ads-Carousel.png
• Product ad on CNET.com: https://about.ads.microsoft.com/en-us/blog/media/2021/04/09/product-ad-example.jpg

How do Bing Native Ads work?

Bing Native Ads work by using Microsoft AI and user intent signals from Bing search history to deliver relevant and personalized ads to your target audience. When you create a Bing Native Ad campaign, you can choose your audience and targeting options based on various criteria, such as location, device, age, gender, interests, keywords, remarketing lists, in-market audiences, custom audiences, and more.

Bing Native Ads also use dynamic optimization to automatically adjust your bids and placements based on the performance and competition of your ads. You can set up your budgets and bids at the campaign or ad group level, or use automated bidding strategies such as Enhanced CPC or Maximize Clicks to optimize your ROI.

Bing Native Ads are integrated with Microsoft Advertising platform, which means you can use the same account, tools, and reporting features as you do for your search campaigns. You can also import your existing Google Ads campaigns to Bing Native Ads with just a few clicks.

What are the benefits of Bing Native Ads?

Better engagement and conversion rates

Bing Native Ads can help you achieve better engagement and conversion rates than traditional display or banner ads. This is because native ads are more relevant and less intrusive to the user experience. They blend in with the content and context of the web pages where they appear, which makes them more likely to catch the user's attention and interest.

According to Microsoft Advertising, users exposed to Bing Native Ads are 3x more likely to search for your brand, 4x more likely to visit your site, and 5.5x more likely to purchase from you. These numbers show that Bing Native Ads can help you increase your brand awareness, website traffic, and sales.

Access to a large and high-quality audience network

Bing Native Ads can help you reach a large and high-quality audience network that spans across various verticals, such as news, entertainment, lifestyle, finance, sports, and more. The Microsoft Audience Network reaches over 500 million unique users per month across the globe, with over 200 million in the US alone. These users are highly engaged and spend an average of 4 minutes per session on the publisher sites.

Bing Native Ads can also help you target users who are not reachable through search engines or other platforms. According to Microsoft Advertising, 63 million of the Microsoft Audience Network users do not use Google, and 20% of the Bing search users do not use Facebook. This means that Bing Native Ads can help you expand your reach and tap into new markets and opportunities.

Easy and flexible campaign management

Bing Native Ads are easy and flexible to create and manage. You can use the same Microsoft Advertising platform that you use for your search campaigns, which means you don't have to learn a new interface or system. You can also import your existing Google Ads campaigns to Bing Native Ads with just a few clicks, which saves you time and effort.

Bing Native Ads also give you full control over your campaign settings and performance. You can choose your audience and targeting options based on various criteria, such as location, device, age, gender, interests, keywords, remarketing lists, in-market audiences, custom audiences, and more. You can also set up your budgets and bids at the campaign or ad group level, or use automated bidding strategies such as Enhanced CPC or Maximize Clicks to optimize your ROI. You can also monitor and measure your campaign performance using various metrics and reports available on the Microsoft Advertising platform.

Bing Native Ads table breakdown

Feature	Description
Ad format	Headline, text, and URL with a "Sponsored" label
Ad placement	Within the content of web pages on the Microsoft Audience Network
Ad network	A network of high-quality publishers that partner with Microsoft to display ads on their websites
Ad targeting	Based on user intent signals from Bing search history and various criteria such as location, device, age, gender, interests, keywords, remarketing lists, in-market audiences, custom audiences, and more
Ad optimization	Using dynamic optimization to automatically adjust bids and placements based on performance and competition
Ad management	Using the same Microsoft Advertising platform as for search campaigns or importing existing Google Ads campaigns with a few clicks
Ad performance	Better engagement and conversion rates than traditional display or banner ads
Ad reach	A large and high-quality audience network that spans across various verticals and includes users who are not reachable through search engines or other platforms

Bing Native Ads FAQ

How do I create a Bing Native Ad campaign?

To create a Bing Native Ad campaign, follow these steps:

1. Sign in to your Microsoft Advertising account or create one if you don't have one.
2. Click on Campaigns from the top menu bar and then click on Create campaign.
3. Select Audience campaign as the campaign goal.
4. Enter a name for your campaign and choose your budget and bidding options.
5. Select the locations where you want your ads to show up.
6. Select the languages that match your ads.
7. Select the devices that you want to target or exclude.
8. Create an ad group by entering a name and choosing your audience and targeting options.
9. Create an ad by entering a headline, text, URL, and optional images.
10. Review your campaign settings and click Save.
11. Your campaign will be submitted for review and approval by Microsoft Advertising.

How do I optimize my Bing Native Ads?

Some tips to optimize your Bing Native Ads are:

• Use relevant and compelling headlines and texts that match the user intent and the content of the web pages where they appear.
• Use high-quality and eye-catching images that complement your ad copy and attract the user's attention.
• Use keywords that are related to your product or service and the user's search history.
• Use remarketing lists, in-market audiences, or custom audiences to target users who have shown interest in your brand or product.
• Use A/B testing to compare different ad variations and see which ones perform better.
• Use automated bidding strategies such as Enhanced CPC or Maximize Clicks to optimize your ROI.
• Monitor and measure your campaign performance using various metrics and reports available on the Microsoft Advertising platform.
• Make adjustments to your campaign settings and ad creatives based on the data and insights you get from the reports.

How do I measure my Bing Native Ads performance?

You can measure your Bing Native Ads performance using various metrics and reports available on the Microsoft Advertising platform. Some of the metrics you can use are:

• Impressions: The number of times your ads were shown on the Microsoft Audience Network.
• Clicks: The number of times users clicked on your ads.
• CTR: The click-through rate, which is the percentage of impressions that resulted in clicks.
• Average CPC: The average cost per click, which is the total cost of your clicks divided by the total number of clicks.
• Spend: The total amount of money you spent on your ads.
• Average position: The average position of your ads on the web pages where they appeared.
• Conversions: The number of times users completed a desired action on your website after clicking on your ads.
• Conversion rate: The percentage of clicks that resulted in conversions.
• Cost per conversion: The total cost of your conversions divided by the total number of conversions.
• ROAS: The return on ad spend, which is the revenue generated by your ads divided by the total cost of your ads.

You can also use various reports to get more insights into your campaign performance, such as:

• Audience performance report: This report shows you how your ads performed across different audience segments, such as location, device, age, gender, interests, keywords, remarketing lists, in-market audiences, custom audiences, and more.
• Publisher performance report: This report shows you how your ads performed across different publisher sites on the Microsoft Audience Network.
• Campaign performance report: This report shows you how your campaigns performed based on various metrics and dimensions.
• Ad performance report: This report shows you how your individual ads performed based on various metrics and dimensions.

How do I import my Google Ads campaigns to Bing Native Ads?

To import your Google Ads campaigns to Bing Native Ads, follow these steps:

1. Sign in to your Microsoft Advertising account or create one if you don't have one.
2. Click on Import campaigns from the top menu bar and then click on Import from Google Ads.
3. Select the Google Ads account that you want to import from and sign in with your Google credentials.
4. Select the campaigns that you want to import or choose to import all campaigns.
5. Select the import options that suit your needs, such as adjusting bids, budgets, targeting, tracking templates, etc.
6. Review the summary of your import and click Import.
7. Your campaigns will be imported to Bing Native Ads and will be ready to run after review and approval by Microsoft Advertising.

What are some best practices for Bing Native Ads?

Some best practices for Bing Native Ads are:

• Create relevant and engaging ads that match the user intent and the content of the web pages where they appear.
• Use high-quality and eye-catching images that complement your ad copy and attract the user's attention.
• Use keywords that are related to your product or service and the user's search history.
• Use remarketing lists, in-market audiences, or custom audiences to target users who have shown interest in your brand or product.
• Use A/B testing to compare different ad variations and see which ones perform better.
• Use automated bidding strategies such as Enhanced CPC or Maximize Clicks to optimize your ROI.
• Monitor and measure your campaign performance using various metrics and reports available on the Microsoft Advertising platform.
• Make adjustments to your campaign settings and ad creatives based on the data and insights you get from the reports.

What are the requirements and policies for Bing Native Ads?

Bing Native Ads have some requirements and policies that you need to follow in order to create and run your campaigns. Some of the requirements and policies are:

• Your ads must comply with the Microsoft Advertising policies, which cover various aspects such as content, editorial, trademark, privacy, etc.
• Your ads must have a "Sponsored" label to indicate that they are paid ads.
• Your ads must have a clear and accurate headline, text, and URL that match your landing page.
• Your ads must not contain any misleading, deceptive, or offensive content or images.
• Your ads must not promote any illegal, harmful, or inappropriate products or services.
• Your ads must not contain any excessive punctuation, capitalization, repetition, or symbols.
• Your ads must not use any trademarked terms without proper authorization from the trademark owner.

For more information on the requirements and policies for Bing Native Ads, please visit https://help.ads.microsoft.com/#apex/3/en/56805/0.

How do I get started with Bing Native Ads?

To get started with Bing Native Ads, you need to have a Microsoft Advertising account or create one if you don't have one. You can sign up for Microsoft Advertising here: https://about.ads.microsoft.com/en-us/get-started.

Once you have your account, you can create your first Bing Native Ad campaign by following these steps:

1. Click on Campaigns from the top menu bar and then click on Create campaign.
2. Select Audience campaign as the campaign goal.
3. Enter a name for your campaign and choose your budget and bidding options.
4. Select the locations where you want your ads to show up.
5. Select the languages that match your ads.
6. Select the devices that you want to target or exclude.
7. Create an ad group by entering a name and choosing your audience and targeting options.
8. Create an ad by entering a headline, text, URL, and optional images.
9. Review your campaign settings and click Save.
10. Your campaign will be submitted for review and approval by Microsoft Advertising.

How much does Bing Native Ads cost?

The cost of Bing Native Ads depends on various factors, such as your budget, bidding options, targeting options, competition, ad quality, etc. You can set up your budget and bids at the campaign or ad group level, or use automated bidding strategies such as Enhanced CPC or Maximize Clicks to optimize your ROI. You can also monitor and measure your spend using various metrics and reports available on the Microsoft Advertising platform.

Bing Native Ads use a pay-per-click (PPC) model, which means you only pay when someone clicks on your ads. The amount you pay per click is determined by an auction system that takes into account various factors, such as your bid, ad quality, relevance, competition, etc. The minimum bid for Bing Native Ads is $0.05 per click. The maximum bid is determined by your budget and account settings.

What are some examples of successful Bing Native Ads campaigns?

Here are some examples of successful Bing Native Ads campaigns from different industries and verticals:

• A travel company used Bing Native Ads to increase its brand awareness and website traffic by targeting users who searched for travel-related keywords on Bing. The company saw a 29% increase in impressions, a 25% increase in clicks, and a 20% increase in CTR compared to its display campaigns.
• A financial services company used Bing Native Ads to generate more leads and conversions by targeting users who searched for financial-related keywords on Bing. The company saw a 35% increase in conversions, a 25% decrease in cost per conversion, and a 50% increase in ROAS compared to its search campaigns.
• A retail company used Bing Native Ads to drive more sales and revenue by targeting users who searched for shopping-related keywords on Bing. The company saw a 40% increase in sales, a 30% increase in revenue, and a 20% increase in ROAS compared to its search campaigns.

Conclusion

Bing Native Ads are a powerful way to reach your targetaudience with relevant and engaging ads that blend in with the content and context of the web pages where they appear. They are powered by Microsoft AI and use user intent signals from Bing search history to match your ads with the right customers. They can help you achieve better engagement and conversion rates than traditional display or banner ads, access a large and high-quality audience network that spans across various verticals, and manage your campaigns easily and flexibly using the same Microsoft Advertising platform as for your search campaigns.

If you want to learn more about Bing Native Ads, you can visit https://about.ads.microsoft.com/en-us/solutions/microsoft-audience-network or contact Microsoft Advertising support to help you get started.

Thank you for reading this article and I hope you found it useful and informative. If you liked it, please share it with your online friends and check out my other articles on Bing Ads, Bingads, Bing Advertising, and more.

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