How to Launch a Successful Bing Campaign in 2023

By Cepy 8/30/2023 Post a Comment

Hi Online Friends,

If you are looking for a way to boost your online visibility, reach new customers, and increase your sales, you might want to consider launching a Bing campaign. Bing is the second most popular search engine in the world, with over 1 billion monthly users and 34% of the US desktop search market share. Bing also powers other platforms such as Yahoo, AOL, and DuckDuckGo, giving you access to a large and diverse audience.

In this article, I will share with you my experience and tips on how to create and optimize a Bing campaign that delivers results. I have been using Bing ads for over 5 years, and I have seen firsthand how effective they can be for driving traffic, leads, and conversions. Whether you are new to Bing or want to improve your existing campaigns, this article will help you get the most out of your advertising budget.

What is a Bing Campaign?

A Bing campaign is a collection of ads that target specific keywords, audiences, locations, and devices on the Bing network. You can create multiple campaigns for different products, services, or goals, and manage them separately. Each campaign has its own budget, settings, and performance metrics.

Bing ads are similar to Google ads in many ways, but they also have some unique features and advantages that make them worth considering. Here are some of the benefits of using Bing ads:

Lower Competition and Cost

Since Bing has fewer advertisers than Google, you can expect less competition and lower bids for your keywords. This means you can get more clicks and impressions for your money, and achieve a higher return on investment (ROI). According to WordStream, the average cost per click (CPC) on Bing is 33% lower than on Google.

Better Control and Flexibility

Bing ads give you more control and flexibility over your campaigns than Google ads. For example, you can set different bids for different devices, locations, and time of day. You can also choose whether to show your ads on partner sites or only on Bing. You can also use negative keywords to exclude irrelevant searches and improve your quality score.

More Targeting Options

Bing ads offer more targeting options than Google ads, allowing you to reach your ideal customers more effectively. For example, you can target your ads based on demographics, interests, in-market segments, remarketing lists, LinkedIn profile data, and more. You can also use dynamic text insertion to customize your ad copy based on the user's query.

How to Create a Bing Campaign

Creating a Bing campaign is easy and straightforward. You can use the Bing Ads Editor tool or the online interface to set up your campaign in minutes. Here are the steps to follow:

Step 1: Sign Up for a Bing Ads Account

If you don't have a Bing ads account yet, you can sign up for one for free here. You will need to provide some basic information such as your name, email address, phone number, and billing details. You can also link your existing Google Ads account to import your campaigns and settings.

Step 2: Choose Your Campaign Goal

The next step is to choose your campaign goal from the following options: visits to my website, visits to my business location, conversions on my website, conversions in my app, or phone calls to my business. Your campaign goal will help you optimize your campaign settings and measure your performance.

Step 3: Name Your Campaign

Give your campaign a descriptive name that reflects its purpose and theme. For example, if you are selling shoes online, you can name your campaign "Shoes Online Store". This will help you organize your campaigns and track their results.

Step 4: Set Your Budget and Bidding Strategy

The next step is to set your daily budget and bidding strategy for your campaign. Your daily budget is the maximum amount you are willing to spend per day on your ads. Your bidding strategy is how you want to pay for your clicks or conversions. You can choose from the following options:

Manual CPC: You set the maximum amount you are willing to pay for each click on your ad.
Enhanced CPC: You set a base bid amount and let Bing adjust it up or down based on the likelihood of conversion.
Maximize Clicks: You let Bing set your bids automatically to get as many clicks as possible within your budget.
Maximize Conversions: You let Bing set your bids automatically to get as many conversions as possible within your budget.
Target CPA: You set a target cost per acquisition (CPA) and let Bing set your bids automatically to achieve it.
Target ROAS: You set a target return on ad spend (ROAS) and let Bing set your bids automatically to achieve it.

Step 5: Choose Your Targeting Options

The next step is to choose your targeting options for your campaign. You can target your ads based on the following criteria:

Location: You can choose the countries, regions, cities, or zip codes where you want your ads to show.
Language: You can choose the languages of the users you want to reach.
Audience: You can choose the audiences you want to target based on their demographics, interests, in-market segments, remarketing lists, or LinkedIn profile data.
Schedule: You can choose the days and hours when you want your ads to run.
Device: You can choose the devices you want to target, such as desktops, tablets, or smartphones.

Step 6: Create Your Ad Group and Keywords

The next step is to create your ad group and keywords for your campaign. An ad group is a subset of your campaign that contains a set of ads and keywords that share a common theme. For example, if you are selling shoes online, you can create an ad group for "women's shoes" and another one for "men's shoes".

You can use the Bing Keyword Planner tool to find relevant keywords for your ad group. You can also use keyword match types to control how closely your keywords match the user's query. There are four keyword match types:

Broad match: Your ad can show for any search that is related to your keyword, including synonyms, variations, and misspellings. For example, if your keyword is "shoes", your ad can show for "boots", "sneakers", or "shoe store". This is the default match type and the one that reaches the widest audience.
Phrase match: Your ad can show for searches that contain your keyword or a close variation of it in the exact order. For example, if your keyword is "shoes", your ad can show for "buy shoes", "shoes online", or "cheap shoes", but not for "shoe repair" or "red shoes". You need to use quotation marks around your keyword to use this match type.
Exact match: Your ad can show for searches that match your keyword exactly or a close variation of it with the same meaning. For example, if your keyword is "shoes", your ad can show for "shoes" or "shoe", but not for "shoes for sale" or "shoe size". You need to use brackets around your keyword to use this match type.
Negative match: Your ad will not show for searches that contain your keyword or a close variation of it. For example, if your keyword is "-shoes", your ad will not show for any search that contains "shoes" or a close variation of it. You need to use a minus sign before your keyword to use this match type.

Step 7: Write Your Ad Copy

The final step is to write your ad copy for your ad group. Your ad copy consists of three elements:

Title: This is the headline of your ad that appears in bold. You can write up to three titles with a maximum of 30 characters each. Your titles should be catchy, relevant, and include your main keyword.
Description: This is the body of your ad that provides more details about your offer. You can write up to two descriptions with a maximum of 90 characters each. Your descriptions should be informative, persuasive, and include a call to action.
URL: This is the web address of the page where you want to send the user after they click on your ad. You can use up to two paths with a maximum of 15 characters each to customize your URL. Your URL should be relevant and accurate.

Here is an example of an ad copy for an ad group about "women's shoes":

| Title 1 | Title 2 | Title 3 | Description 1 | Description 2 | URL || --- | --- | --- | --- | --- | --- || Women's Shoes Online | Save Up To 50% Off | Free Shipping & Returns | Shop our wide selection of stylish and comfortable women's shoes online. | Hurry, limited time offer. Order nowand get a free pair of socks with your purchase. | www.shoesonline.com/womens-shoes

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