How Bing Ads for Nonprofits Can Boost Your Online Visibility and Donations

By Cepy 8/08/2023 Post a Comment

Hi Online Friends,

If you're looking for a way to increase your online presence and reach more potential donors, you might want to consider Bing Ads for Nonprofits. Bing Ads is a paid search advertising platform that allows you to create and run ads on the Bing, Yahoo, and AOL search networks and audience networks (Outlook, MSN, and Microsoft Edge). Bing Ads can help you drive more traffic to your website, raise awareness of your cause, and generate more donations.

In this article, I'll share with you some of the benefits of using Bing Ads for Nonprofits, how to get started, and some tips and best practices to optimize your campaigns. I have experience with Bing Ads for Nonprofits and I've seen how it can help nonprofits achieve their goals. So let's dive in!

What are the benefits of Bing Ads for Nonprofits?

Bing Ads can help you reach a large and engaged audience

One of the main advantages of Bing Ads is that it can help you reach a large and engaged audience that you might not be able to reach with other platforms. According to Microsoft, Bing has more than 500 million users worldwide, and reaches nearly half of the U.S. desktop search market. Bing users also tend to be older, more educated, and more affluent than the average internet user, which means they might be more likely to donate to your cause.

Bing Ads also allows you to target your ads based on various criteria, such as keywords, location, device, time of day, demographics, and interests. This way, you can tailor your ads to the most relevant and qualified audience for your nonprofit.

Bing Ads can help you leverage Microsoft's technology and innovation

Another benefit of Bing Ads is that it can help you leverage Microsoft's technology and innovation to create effective and engaging ads. Bing Ads offers various features and tools that can help you improve your ad performance, such as:

Artificial intelligence (AI): Bing Ads uses AI to analyze your campaigns and provide insights and recommendations on how to optimize them. You can also use AI-powered features such as automated bidding, dynamic search ads, responsive search ads, and image extensions to create more relevant and personalized ads.
Audience network: Bing Ads allows you to extend your reach beyond the search results page and display your ads on Microsoft's audience network, which includes premium sites such as Outlook, MSN, and Microsoft Edge. You can also use audience network features such as native ads, video ads, and multimedia ads to create more immersive and interactive ads.
Action extensions: Bing Ads allows you to add action extensions to your ads, which are buttons that encourage users to take a specific action, such as donate, sign up, or volunteer. Action extensions can help you increase your click-through rate (CTR) and conversion rate (CVR) by making it easier for users to take action.

Bing Ads can help you save money and get more value

A third benefit of Bing Ads is that it can help you save money and get more value from your advertising budget. Bing Ads tends to have lower cost per click (CPC) and cost per acquisition (CPA) than other platforms, such as Google Ads. This means you can get more clicks and conversions for the same amount of money.

Bing Ads also offers a generous grant program for eligible nonprofits called Ads for Social Impact. This program provides $3,000 of monthly advertising credits to nonprofits to spend on Bing Ads. This way, you can run your campaigns for free or at a very low cost.

How to get started with Bing Ads for Nonprofits?

Check your eligibility for the grant program

If you want to apply for the grant program, you need to check your eligibility first. To be eligible for the grant program, you need to meet the following criteria:

Your nonprofit must have a 501(c)(3) designation in the U.S., or an equivalent designation if outside of the U.S.
Your nonprofit must be registered with Benevity, a platform that helps nonprofits manage their donations and grants.
Your nonprofit must agree to the Microsoft Nonprofit Terms and Conditions and the Microsoft Advertising Policies.
Your nonprofit must have a website that is functional, secure, and provides adequate information about your mission and activities.

If you meet these criteria, you can visit www.microsoft.com/ngo and submit a form to inquire about your organization's eligibility.

Create your Bing Ads account and campaigns

Once you're approved for the grant program, you can create your Bing Ads account and campaigns. To create your Bing Ads account, you need to follow these steps:

Go to ads.microsoft.com and click on "Sign up now".
Enter your email address and password, or sign in with your Microsoft account.
Enter your business name, website URL, time zone, and currency.
Enter your billing information and select "Microsoft Advertising promotional code" as your payment method.
Enter the promotional code that you received from Microsoft after being approved for the grant program.
Review and accept the terms and conditions.

To create your Bing Ads campaigns, you need to follow these steps:

Go to your Bing Ads account and click on "Create campaign".
Select your campaign goal, such as "Visits to my website" or "Conversions".
Name your campaign and set your budget. You can use the entire $3,000 grant amount or a lower amount depending on your needs.
Select your target location, language, and network. You can target specific countries, regions, cities, or zip codes, or use radius targeting to target users within a certain distance from your location. You can also choose whether to show your ads on Bing only or on Bing and its partner networks.
Select your keywords, which are the words or phrases that trigger your ads when users search for them. You can use the keyword planner tool to find relevant keywords for your nonprofit and see their estimated traffic and cost. You can also choose whether to use broad match, phrase match, exact match, or negative match for your keywords.
Create your ad copy, which is the text that appears on your ads. You can use up to three headlines, two descriptions, and a display URL for each ad. You can also use ad extensions, such as site links, callouts, structured snippets, or action extensions to enhance your ads with additional information or actions.
Review and launch your campaign.

How to optimize your Bing Ads for Nonprofits campaigns?

Track and measure your campaign performance

To optimize your Bing Ads for Nonprofits campaigns, you need to track and measure your campaign performance regularly. You can use the following metrics to evaluate how well your campaigns are performing:

Impressions: The number of times your ads were shown on the search results page or the audience network.
Clicks: The number of times users clicked on your ads.
CTR: The percentage of impressions that resulted in clicks. A higher CTR indicates that your ads are relevant and appealing to your audience.
CPC: The average amount you paid for each click on your ads. A lower CPC indicates that you're getting more value from your budget.
Conversions: The number of times users completed a desired action on your website after clicking on your ads, such as making a donation, signing up for a newsletter, or downloading a report.
CVR: The percentage of clicks that resulted in conversions. A higher CVR indicates that your ads are driving users to take action on your website.
CPA: The average amount you paid for each conversion on your website. A lower CPA indicates that you're getting more return on investment (ROI) from your campaigns.

You can use the reports and analytics tools in Bing Ads to monitor these metrics and see how they change over time. You can also use conversion tracking tools, such as Universal Event Tracking

Google Ads Guide