How to Boost Your Business Visibility with Bing Search Advertising

By Cepy 8/17/2023 Post a Comment

Hi Online Friends,

If you are looking for a way to increase your website traffic, revenue, or brand awareness, you might want to consider Bing search advertising. Bing search advertising, also known as Microsoft advertising or Bing Ads, is a digital marketing platform that allows you to display pay-per-click (PPC) ads on the Bing search network and its partner networks, which include Yahoo, AOL, and MSN. You are charged when someone clicks on your ad, which directs them to your website or app.

In this article, I will share with you my experience and tips on how to use Bing search advertising effectively to grow your business. I will also answer some of the most common questions about Bing search advertising and provide you with a detailed table breakdown of its features and benefits. So, let's get started!

Why Choose Bing Search Advertising?

Reach More Customers

One of the main advantages of Bing search advertising is that it can help you reach more customers who are actively searching for your products or services on Bing, Yahoo, DuckDuckGo, and other search engines within Microsoft’s extensive network and key partnerships. According to Microsoft, the Microsoft Search Network reaches 109 million searchers in the U.S. who are not reached by Google Ads. That means you can tap into 38.1% of the desktop search marketplace and 12.4% of the mobile search marketplace in the U.S.

Moreover, Bing search advertising can help you target customers globally or locally, depending on your business goals. You can choose to show your ads in specific countries, regions, cities, counties, or areas within a certain distance from your business. You can also customize your ads based on language, time of day, device type, and audience demographics.

Save More Money

Another benefit of Bing search advertising is that it can help you save more money while getting better results. Compared to Google Ads, Bing Ads tend to have lower cost per click (CPC) and higher click-through rate (CTR), which means you can get more clicks and conversions for less money. According to a study by WordStream, the average CPC on Bing Ads is 33.5% lower than on Google Ads, while the average CTR on Bing Ads is 34% higher than on Google Ads.

Besides, Bing search advertising offers you more control over your budget and bidding strategies. You can set a monthly maximum or adjust your spend on a day-to-day basis. You can also choose from different bidding options, such as manual bidding, enhanced CPC, target CPA, target ROAS, or maximize clicks or conversions.

Use More Features

Bing search advertising also provides you with more features and tools that can help you create captivating campaigns that capture attention, cut through the noise, and deliver exceptional results. Some of these features include:

Bing Smart Search ads: These are ads that are formatted for the modern touch experience and include a preview of your landing page.
Bing Shopping ads: These are product-based ads that show an image, price, and merchant name of your products.
Bing Video ads: These are video-based ads that play before or during video content on MSN.com.
Bing Connected TV ads: These are video-based ads that appear on Netflix’s first ad-supported plan in a connected TV environment.
Bing Native ads: These are text-based ads that blend in with the content and layout of the publisher websites.
Bing Display ads: These are image-based ads that appear on Microsoft-owned properties like MSN.com, Outlook.com, Skype.com, etc.
Bing Audience Network: This is a network of premium publishers that allow you to extend your reach beyond the Microsoft Search Network.
Bing Ads Editor: This is a desktop tool that allows you to manage your campaigns offline and make bulk changes easily.
Bing Ads Intelligence: This is an Excel plugin that allows you to do keyword research and optimization using Microsoft’s data.
Bing Keyword Planner: This is an online tool that allows you to find new keywords and get performance estimates for your campaigns.

How to Get Started with Bing Search Advertising?

Create an Account

The first step to get started with Bing search advertising is to create an account. You can sign up for free and use your Microsoft account (or create one) to access the Microsoft Advertising platform. You will need to provide some basic information about your business, such as your name, email, phone number, website, and billing details.

Once you have created your account, you can access the Microsoft Advertising dashboard, where you can create and manage your campaigns, monitor your performance, and access various tools and resources.

Create a Campaign

The next step is to create a campaign. A campaign is a set of ad groups that share the same budget, location targeting, and other settings. You can create multiple campaigns for different products, services, or goals. To create a campaign, you need to follow these steps:

Click on the Create campaign button on the dashboard.
Select your campaign goal, such as visits to my website, conversions on my website, phone calls to my business, etc.
Name your campaign and choose your budget and bidding strategy.
Choose your location and language targeting.
Choose your ad format, such as text ads, shopping ads, video ads, etc.
Create your ad group and add your keywords.
Create your ads and add your ad extensions.
Review and save your campaign.

Optimize Your Campaign

The last step is to optimize your campaign. Optimizing your campaign means making changes and adjustments to improve its performance and achieve your goals. You can optimize your campaign by using the following tips:

Track and measure your results using conversion tracking, performance reports, and analytics tools.
Analyze and test your keywords, bids, ads, landing pages, and audiences using A/B testing, experiments, and optimization score.
Expand and refine your keyword list using negative keywords, match types, and keyword research tools.
Improve your ad quality and relevance using ad copy best practices, dynamic keyword insertion, and ad extensions.
Increase your ad visibility and competitiveness using bid modifiers, automated bidding strategies, and competitive metrics.

Bing Search Advertising Table Breakdown

Feature	Description	Benefit
Bing search network	A network of search engines that includes Bing, Yahoo, AOL, DuckDuckGo, and other partners.	Reach more customers who are actively searching for your products or services.
Bing Ads CPC	The average cost per click on Bing Ads is 33.5% lower than on Google Ads.	Save more money while getting more clicks and conversions.
Bing Ads CTR	The average click-through rate on Bing Ads is 34% higher than on Google Ads.	Get more engagement and interest from your target audience.
Bing Smart Search ads	Ads that are formatted for the modern touch experience and include a preview of your landing page.	Provide a better user experience and increase conversions.
Bing Shopping ads	Product-based ads that show an image, price, and merchant name of your products.	Showcase your products and attract more qualified leads.
Bing Video ads	Video-based ads that play before or during video content on MSN.com.	Capture attention and emotion with video content.
Bing Connected TV ads	Video-based ads that appear on Netflix’s first ad-supported plan in a connected TV environment.	Reach the Netflix audience with a seamless, high-resolution ads experience.
Bing Native ads	Text-based ads that blend in with the content and layout of the publisher websites.	Increase brand awareness and trust with native advertising.
Bing Display ads	Image-based ads that appear on Microsoft-owned properties like MSN.com, Outlook.com, Skype.com, etc.	Expand your reach and visibility with display advertising.
Bing Audience Network	A network of premium publishers that allow you to extend your reach beyond the Microsoft Search Network.	Access more inventory and audiences with the Bing Audience Network.
Bing Ads Editor	A desktop tool that allows you to manage your campaigns offline and make bulk changes easily	Save time and effort with the Bing Ads Editor.
Bing Ads Intelligence	An Excel plugin that allows you to do keyword research and optimization using Microsoft’s data.	Find and optimize your keywords with the Bing Ads Intelligence.
Bing Keyword Planner	An online tool that allows you to find new keywords and get performance estimates for your campaigns.	Plan and forecast your campaigns with the Bing Keyword Planner.

Bing Search Advertising FAQ

How do I sign up for Bing search advertising?

You can sign up for Bing search advertising for free and use your Microsoft account (or create one) to access the Microsoft Advertising platform. You will need to provide some basic information about your business, such as your name, email, phone number, website, and billing details.

How do I import my Google Ads campaigns into Bing search advertising?

If you are already using Google Ads, you can easily import your campaigns into Bing search advertising. You can do this from within the Microsoft Advertising interface, by selecting the Import from Google Ads option. You will need to enter your Google Ads credentials and select the campaign you want to import.

How do I create a Bing search advertising campaign?

To create a Bing search advertising campaign, you need to follow these steps:

Click on the Create campaign button on the dashboard.
Select your campaign goal, such as visits to my website, conversions on my website, phone calls to my business, etc.
Name your campaign and choose your budget and bidding strategy.
Choose your location and language targeting.
Choose your ad format, such as text ads, shopping ads, video ads, etc.
Create your ad group and add your keywords.
Create your ads and add your ad extensions.
Review and save your campaign.

How do I optimize my Bing search advertising campaign?

To optimize your Bing search advertising campaign, you can use the following tips:

Track and measure your results using conversion tracking, performance reports, and analytics tools.
Analyze and test your keywords, bids, ads, landing pages, and audiences using A/B testing, experiments, and optimization score.
Expand and refine your keyword list using negative keywords, match types, and keyword research tools.
Improve your ad quality and relevance using ad copy best practices, dynamic keyword insertion, and ad extensions.
Increase your ad visibility and competitiveness using bid modifiers, automated bidding strategies, and competitive metrics.

What are the benefits of Bing search advertising?

Bing search advertising can help you:

Reach more customers who are actively searching for your products or services on Bing, Yahoo, DuckDuckGo, and other search engines within Microsoft’s extensive network and key partnerships.
Save more money while getting better results with lower cost per click and higher click-through rate compared to Google Ads.
Use more features and tools that can help you create captivating campaigns that capture attention, cut through the noise, and deliver exceptional results.

What are the different types of Bing search advertising ads?

Bing search advertising offers you different types of ads to suit your business goals and audience preferences. These include:

Bing Smart Search ads: These are ads that are formatted for the modern touch experience and include a preview of your landing page.
Bing Shopping ads: These are product-based ads that show an image, price, and merchant name of your products.
Bing Video ads: These are video-based ads that play before or during video content on MSN.com.
Bing Connected TV ads: These are video-based ads that appear on Netflix’s first ad-supported plan in a connected TV environment.
Bing Native ads: These are text-based ads that blend in with the content and layout of the publisher websites.
Bing Display ads: These are image-based ads that appear on Microsoft-owned properties like MSN.com, Outlook.com, Skype.com, etc.

How do I choose the best keywords for my Bing search advertising campaign?

To choose the best keywords for your Bing search advertising campaign, you can use the following tips:

Use keyword research tools like Bing Keyword Planner or Bing Ads Intelligence to find relevant and popular keywords for your products or services.
Use different match types like broad, phrase, exact, or modified broad to control how closely your keywords match the user queries.
Use negative keywords to exclude irrelevant or unwanted queries from triggering your ads.
Use dynamic keyword insertion to automatically insert your keywords into your ad copy.
Use long-tail keywords to target more specific and less competitive queries.

How do I write effective ads for my Bing search advertising campaign?

To write effective ads for your Bing search advertising campaign, you can use the following tips:

Use clear and compelling headlines that include your main keyword and a unique selling proposition.
Use descriptive and relevant ad copy that highlights the benefits and features of your products or services.
Use a strong and clear call to action that tells the user what to do next, such as buy now, sign up, learn more, etc.
Use ad extensions to add more information and value to your ads, such as site links, callouts, structured snippets, etc.
Test different variations of your ads to see which ones perform better and optimize accordingly.

How do I measure the performance of my Bing search advertising campaign?

To measure the performance of your Bing search advertising campaign, you can use the following tools and metrics:

Use conversion tracking to track the actions that users take after clicking on your ads, such as purchases, sign-ups, downloads, etc.
Use performance reports to view and analyze various metrics and dimensions of your campaigns, such as impressions, clicks, conversions, cost, revenue, etc.
Use analytics tools like Google Analytics or Microsoft Clarity to get more insights into your website traffic, user behavior, and conversion funnel.
Use optimization score to get recommendations on how to improve your campaigns based on best practices and industry standards.

How do I get help with my Bing search advertising campaign?

If you need help with your Bing search advertising campaign, you can use the following resources:

Contact Microsoft Advertising support via phone, email, or chat for technical or billing issues.
Contact Microsoft Advertising experts via phone or email for free consultation and advice on how to create and optimize your campaigns.
Contact Microsoft Advertising partners via the Partner Directory for professional services and solutions for your campaigns.
Visit Microsoft Advertising Help Center for guides, tutorials, FAQs, and troubleshooting tips.
Visit Microsoft Advertising Blog for news, updates, tips, and best practices.
Visit Microsoft Advertising Community for discussions, feedback, and ideas with other advertisers and Microsoft staff.

Conclusion

Bing search advertising is a powerful and cost-effective way to boost your business visibility with search ads. By using Bing search advertising, you can reach more customers who are actively searching for your products or services on Bing, Yahoo, DuckDuckGo, and other search engines within Microsoft’s extensive network and key partnerships. You can also save more money while getting better results with lower cost per click and higher click-through rate compared to Google Ads. Moreover, you can use more features and tools that can help you create captivating campaigns that capture attention, cut through the noise, and deliver exceptional results.

I hope this article has helped you understand what Bing search advertising is and how to use it effectively to grow your business. If you have any questions or comments, please feel free to leave them below. And if you want to learn more about Bing search advertising or other digital marketing topics, please check out my other articles on this website. Thank you for reading!

If you enjoyed this article about bing search advertising , then please read one of these articles: Bing Ads: The Ultimate Guide for Beginners, How to Get a Free $200 Bing Ads Coupon, How to Choose the Best Bing Ads Agency for Your Business.

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