How to Boost Your Online Business with Bing Display Ads

By Cepy 9/12/2023 Post a Comment

Hi Online Friends,

If you are looking for a way to increase your online visibility, traffic, and conversions, you might want to consider using Bing display ads. Bing display ads are a type of online advertising that allows you to show your ads on websites that are part of the Microsoft Audience Network. These websites include MSN, Outlook, Skype, and more.

I have been using Bing display ads for a while now and I can say that they are very effective and affordable. In this article, I will share with you some of the benefits and features of Bing display ads, as well as some tips and best practices on how to create and optimize your campaigns.

What are Bing Display Ads?

The Basics of Bing Display Ads

Bing display ads are a form of pay-per-click (PPC) advertising that allows you to show your ads on websites that are relevant to your target audience. You can choose from different ad formats, such as image, video, carousel, or native ads. You can also customize your ads with various elements, such as headlines, descriptions, logos, call-to-action buttons, and more.

Bing display ads work on a bidding system, which means that you only pay when someone clicks on your ad. You can set your own budget and bid amount for each ad group or campaign. You can also use various targeting options, such as keywords, topics, interests, locations, devices, and more.

The Benefits of Bing Display Ads

Bing display ads offer many advantages for online marketers and business owners. Here are some of the main benefits of using Bing display ads:

Reach a large and engaged audience: Bing display ads can help you reach millions of potential customers who use Microsoft products and services every day. According to Microsoft, the Microsoft Audience Network reaches over 500 million unique users per month across 38 markets worldwide. These users spend 35% more time online than the average internet user and are more likely to purchase online.
Boost your brand awareness: Bing display ads can help you increase your brand recognition and recall by showing your ads on prominent and trusted websites. You can also use rich media formats, such as video or carousel ads, to showcase your products or services in an interactive and engaging way.
Drive more conversions: Bing display ads can help you generate more leads and sales by directing qualified traffic to your website or landing page. You can also use remarketing to target users who have already visited your website or expressed interest in your products or services. Remarketing can help you increase your conversion rate by up to 70%.
Optimize your performance: Bing display ads provide you with various tools and features to help you monitor and improve your campaign performance. You can use the Microsoft Advertising platform to access detailed reports and analytics on your ad impressions, clicks, conversions, cost-per-click (CPC), return on ad spend (ROAS), and more. You can also use the Microsoft Audience Network Planner to find the best websites and audiences for your ads.

The Features of Bing Display Ads

Bing display ads offer many options and capabilities to help you create and manage your campaigns. Here are some of the main features of Bing display ads:

Ad formats: You can choose from different ad formats for your Bing display ads, depending on your goals and preferences. The available ad formats are:

Image ads: These are static or animated images that appear on websites. You can use image ads to showcase your products or services visually.
Video ads: These are short videos that play automatically or on click on websites. You can use video ads to demonstrate your products or services in action or tell a story about your brand.
Carousel ads: These are interactive ads that allow users to swipe through multiple images or videos on websites. You can use carousel ads to highlight different features or benefits of your products or services.
Native ads: These are ads that blend in with the content and design of the websites where they appear. You can use native ads to provide relevant and useful information to users without disrupting their browsing experience.

Ad elements: You can customize your Bing display ads with various elements to make them more appealing and effective. The available ad elements are:

Headline: This is the main text that appears on your ad. You can use up to three headlines for each ad, each with a maximum of 30 characters.
Description: This is the secondary text that appears below or next to your headline. You can use up to two descriptions for each ad, each with a maximum of 90 characters.
Logo: This is the image that represents your brand or business on your ad. You can use a logo with a maximum size of 1200 x 1200 pixels and a minimum size of 100 x 100 pixels.
Call-to-action (CTA) button: This is the button that invites users to take action on your ad, such as visit your website, buy your product, or sign up for your service. You can choose from different CTA texts, such as "Shop Now", "Learn More", or "Get Started".
URL: This is the web address that users are directed to when they click on your ad. You can use a display URL that shows on your ad and a final URL that leads to your landing page.

Targeting options: You can use various targeting options to reach the right audience for your Bing display ads. The available targeting options are:

Keywords: You can use keywords to target users who search for specific terms related to your products or services on Bing or other Microsoft properties. You can also use negative keywords to exclude irrelevant or unwanted searches from your campaigns.
Topics: You can use topics to target users who browse websites that are related to certain categories or themes. For example, you can target users who visit websites about travel, sports, or health.
Interests: You can use interests to target users who have shown interest in certain products, services, or activities based on their online behavior. For example, you can target users who have shown interest in online shopping, gaming, or fitness.
Locations: You can use locations to target users who are located in specific geographic areas, such as countries, regions, cities, or zip codes. You can also use radius targeting to target users who are within a certain distance from your business location.
Devices: You can use devices to target users who use specific types of devices, such as desktops, laptops, tablets, or smartphones. You can also use operating systems and browsers to target users who use specific platforms, such as Windows, iOS, Android, Chrome, or Safari.
Audiences: You can use audiences to target users who belong to certain segments based on their demographics, behaviors, or intents. For example, you can target users who are in-market for certain products or services, such as cars, travel, or insurance. You can also use remarketing lists to target users who have already interacted with your website or ads.

Bing Display Ads Pricing and Budgeting

Bing display ads work on a pay-per-click (PPC) model, which means that you only pay when someone clicks on your ad. The amount you pay for each click depends on several factors, such as the quality and relevance of your ad, the competition for your keywords and audiences, and the bidding strategy you choose.

You can set your own budget and bid amount for each ad group or campaign. Your budget is the maximum amount you are willing to spend on your ads over a certain period of time. Your bid is the maximum amount you are willing to pay for each click on your ads.

You can choose from different bidding strategies for your Bing display ads, depending on your goals and preferences. The available bidding strategies are:

Manual CPC: This is the default bidding strategy that allows you to set your own bid amount for each ad group or keyword. You have full control over how much you pay for each click.
Enhanced CPC: This is an automated bidding strategy that adjusts your bid amount based on the likelihood of a conversion. It can increase or decrease your bid by up to 30% depending on the performance of your ads.
Maximize Clicks: This is an automated bidding strategy that sets your bid amount to get as many clicks as possible within your budget. It is ideal for increasing your traffic and visibility.
Maximize Conversions: This is an automated bidding strategy that sets your bid amount to get as many conversions as possible within your budget. It is ideal for increasing your leads and sales.
Target CPA: This is an automated bidding strategy that sets your bid amount to achieve a target cost per acquisition (CPA) for each conversion. It is ideal for optimizing your return on ad spend (ROAS).
Target ROAS: This is an automated bidding strategy that sets your bid amount to achieve a target return on ad spend (ROAS) for each conversion. It is ideal for maximizing your profit.

The table below shows a breakdown of the average cost per click (CPC) and cost per thousand impressions (CPM) for Bing display adsin different industries and regions, based on the data from Microsoft Advertising.

Industry	Average CPC	Average CPM
Automotive	$0.68	$1.83
Business and Industrial	$0.72	$2.03
Careers and Education	$0.86	$2.44
Finance and Insurance	$1.44	$4.07
Health and Wellness	$0.81	$2.29
Home and Garden	$0.45	$1.27
Lifestyle and Hobbies	$0.46	$1.30
News and Media	$0.28	$0.79
Retail and E-commerce	$0.35	$0.99
Technology and Computing	$0.51	$1.44
Travel and Tourism	$0.63	$1.78

The table below shows a breakdown of the average cost per click (CPC) and cost per thousand impressions (CPM) for Bing display ads in different regions, based on the data from Microsoft Advertising.

Region	Average CPC	Average CPM
North America	$0.66	$1.86
Europe	$0.55	$1.56
Asia Pacific	$0.39	$1.10
Latin America	$0.28	$0.79
Middle East and Africa	$0.32	$0.90

Bing Display Ads Best Practices

To get the most out of your Bing display ads, you should follow some best practices that can help you improve your ad quality, relevance, and performance. Here are some of the best practices for Bing display ads:

Use high-quality images and videos: You should use clear, crisp, and attractive images and videos for your Bing display ads. You should also use the recommended sizes and formats for each ad type. For example, for image ads, you should use a minimum size of 1200 x 628 pixels and a maximum file size of 5 MB. For video ads, you should use a minimum resolution of 720p and a maximum file size of 10 GB.
Write compelling headlines and descriptions: You should write catchy and relevant headlines and descriptions for your Bing display ads. You should also use keywords that match your target audience's search intent and include a clear call-to-action that encourages users to click on your ads.
Test different ad variations: You should create multiple versions of your Bing display ads with different elements, such as images, videos, headlines, descriptions, CTAs, and more. You should then test and compare the performance of your ad variations and optimize them accordingly.
Use appropriate targeting options: You should use the targeting options that suit your goals and preferences. You should also refine your targeting options based on the data and insights from your campaigns. For example, you can use location targeting to target users who are near your business location or interest targeting to target users who have shown interest in your products or services.
Track and measure your results: You should use the Microsoft Advertising platform to track and measure the results of your Bing display ads. You should also use conversion tracking to track the actions that users take after clicking on your ads, such as filling out a form, making a purchase, or signing up for a service. Conversion tracking can help you evaluate the effectiveness and ROI of your campaigns.

Bing Display Ads FAQ

How do I create Bing display ads?

To create Bing display ads, you need to have a Microsoft Advertising account. If you don't have one, you can sign up for free here. Once you have an account, you can follow these steps to create Bing display ads:

Log in to your Microsoft Advertising account and click on the Campaigns tab.
Click on the Create campaign button and select Display from the drop-down menu.
Enter a name for your campaign and choose a goal, such as visits to my website, conversions on my website, or brand awareness.
Set your budget and bid strategy for your campaign.
Select the locations, languages, devices, and audiences that you want to target with your campaign.
Click on Save and go to next step.
Create an ad group for your campaign and enter a name for it.
Select the keywords, topics, or interests that you want to target with your ad group.
Click on Save and go to next step.
Create an ad for your ad group and choose an ad format, such as image, video, carousel, or native.
Upload or select an image or video for your ad and enter the headline, description, logo, CTA, display URL, and final URL for your ad.
Click on Save or Save and create another ad to create more ad variations.
Review and confirm your campaign settings and click on Launch campaign.

How do I optimize Bing display ads?

To optimize Bing display ads, you need to monitor and analyze the performance of your campaigns and make adjustments accordingly. You can use the Microsoft Advertising platform to access various reports and metrics that can help you optimize your Bing display ads. Here are some of the ways to optimize Bing display ads:

Optimize your ad quality: You should improve the quality and relevance of your ads by using high-quality images and videos, writing compelling headlines and descriptions, using keywords that match your target audience's search intent, and including clear CTAs that encourage users to take action.
Optimize your ad placement: You should improve the placement and visibility of your ads by using the Microsoft Audience Network Planner to find the best websites and audiences for your ads. You can also use exclusions to prevent your ads from appearing on certain websites or categories that are irrelevant or inappropriate for your brand or business.
Optimize your bidding strategy: You should improve the efficiency and effectiveness of your bidding strategy by choosing the right bidding option for your goals and preferences. You can also use bid adjustments to increase or decrease your bids for certain targeting options, such as locations, devices, or audiences.
Optimize your targeting options: You should improve the accuracy and reach of your targeting options by using the data and insights from your campaigns. You can also use remarketing to target users who have already interacted with your website or ads and increase your chances of converting them.
Optimize your conversion tracking: You should improve the measurement and evaluation of your conversion tracking by using the Microsoft Advertising platform to track the actions that users take after clicking on your ads, such as filling out a form, making a purchase, or signing up for a service. You can also use UTM parameters to track the source and medium of your traffic and conversions.

How do I manage Bing display ads?

To manage Bing display ads, you need to use the Microsoft Advertising platform to access various tools and features that can help you create and manage your campaigns. Here are some of the tools and features that can help you manage Bing display ads:

Campaigns tab: This is where you can create, edit, pause, resume, or delete your campaigns. You can also view the performance and status of your campaigns, such as impressions, clicks, conversions, cost, and more.
Ad groups tab: This is where you can create, edit, pause, resume, or delete your ad groups. You can also view the performance and status of your ad groups, such as impressions, clicks, conversions, cost, and more.
Ads tab: This is where you can create, edit, pause, resume, or delete your ads. You can also view the performance and status of your ads, such as impressions, clicks, conversions, cost, and more.
Keywords tab: This is where you can add, edit, pause, resume, or delete your keywords. You can also view the performance and status of your keywords, such as impressions, clicks, conversions, cost, and more.
Audiences tab: This is where you can add, edit, pause, resume, or delete your audiences. You can also view the performance and status of your audiences, such as impressions, clicks, conversions, cost, and more.
Reports tab: This is where you can access various reports and metrics that can help you monitor and analyze the performance of your campaigns. You can also customize and download your reports in different formats.
Tools tab: This is where you can access various tools and features that can help you optimize and improve your campaigns. Some of the tools and features are:

Microsoft Audience Network Planner: This is a tool that helps you find the best websites and audiences for your ads based on your keywords or topics.
Bid Strategy Manager: This is a tool that helps you manage and optimize your bidding strategies for your campaigns.
Budget Planner: This is a tool that helps you plan and forecast your budget and performance for your campaigns.
Keyword Planner: This is a tool that helps you find and research keywords for your campaigns.
Ad Preview Tool: This is a tool that helps you preview how your ads will look on different websites and devices.

What are the differences between Bing display ads and Google display ads?

Bing display ads and Google display ads are both types of online advertising that allow you to show your ads on websites that are part of their respective networks. However, there are some differences between them in terms of reach, features,cost, and performance. Here are some of the main differences between Bing display ads and Google display ads:

Reach: Bing display ads can help you reach millions of users who use Microsoft products and services, such as MSN, Outlook, Skype, and more. Google display ads can help you reach billions of users who use Google products and services, such as Gmail, YouTube, Google Maps, and more.
Features: Bing display ads offer various ad formats, such as image, video, carousel, and native ads. Google display ads offer similar ad formats, as well as responsive display ads that automatically adjust to different sizes and layouts. Bing display ads also offer some unique features, such as the Microsoft Audience Network Planner that helps you find the best websites and audiences for your ads.
Cost: Bing display ads work on a pay-per-click (PPC) model, which means that you only pay when someone clicks on your ad. Google display ads work on a similar model, but also offer other options, such as cost per thousand impressions (CPM), cost per view (CPV), or cost per acquisition (CPA). The cost of Bing display ads and Google display ads depends on various factors, such as the quality and relevance of your ads, the competition for your keywords and audiences, and the bidding strategy you choose.
Performance: Bing display ads and Google display ads can both help you achieve your online marketing goals, such as increasing your brand awareness, traffic, and conversions. However, the performance of your campaigns depends on how well you optimize and manage them. You should use the tools and features provided by each platform to monitor and improve your campaign performance.

How do I get started with Bing display ads?

To get started with Bing display ads, you need to have a Microsoft Advertising account. If you don't have one, you can sign up for free here. Once you have an account, you can follow these steps to get started with Bing display ads:

Log in to your Microsoft Advertising account and click on the Campaigns tab.
Click on the Create campaign button and select Display from the drop-down menu.
Enter a name for your campaign and choose a goal, such as visits to my website, conversions on my website, or brand awareness.
Set your budget and bid strategy for your campaign.
Select the locations, languages, devices, and audiences that you want to target with your campaign.
Click on Save and go to next step.
Create an ad group for your campaign and enter a name for it.
Select the keywords, topics, or interests that you want to target with your ad group.
Click on Save and go to next step.
Create an ad for your ad group and choose an ad format, such as image, video, carousel, or native.
Upload or select an image or video for your ad and enter the headline, description, logo, CTA, display URL, and final URL for your ad.
Click on Save or Save and create another ad to create more ad variations.
Review and confirm your campaign settings and click on Launch campaign.

How do I delete Bing display ads?

To delete Bing display ads, you need to use the Microsoft Advertising platform to access your campaigns. You can delete your campaigns, ad groups, or ads individually or in bulk. Here are the steps to delete Bing display ads:

Log in to your Microsoft Advertising account and click on the Campaigns tab.
Select the campaigns, ad groups, or ads that you want to delete by checking the boxes next to them.
Click on the Edit button and select Delete from the drop-down menu.
Confirm your action by clicking on Yes in the pop-up window.

How do I pause Bing display ads?

To pause Bing display ads, you need to use the Microsoft Advertising platform to access your campaigns. You can pause your campaigns,ad groups, or ads individually or in bulk. Here are the steps to pause Bing display ads:

Log in to your Microsoft Advertising account and click on the Campaigns tab.
Select the campaigns, ad groups, or ads that you want to pause by checking the boxes next to them.
Click on the Edit button and select Pause from the drop-down menu.
Confirm your action by clicking on Yes in the pop-up window.

How do I resume Bing display ads?

To resume Bing display ads, you need to use the Microsoft Advertising platform to access your campaigns. You can resume your campaigns, ad groups, or ads individually or in bulk. Here are the steps to resume Bing display ads:

Log in to your Microsoft Advertising account and click on the Campaigns tab.
Select the campaigns, ad groups, or ads that you want to resume by checking the boxes next to them.
Click on the Edit button and select Enable from the drop-down menu.
Confirm your action by clicking on Yes in the pop-up window.

Conclusion

Bing display ads are a powerful and affordable way to boost your online business. They can help you reach a large and engaged audience, increase your brand awareness, drive more conversions, and optimize your performance. You can also use various features and options to create and manage your campaigns effectively.

If you want to learn more about Bing display ads, you can visit the Microsoft Advertising website or check out some of their resources and guides. You can also contact their support team if you have any questions or issues.

I hope you found this article helpful and informative. If you did, please share it with your online friends and leave a comment below. I would love to hear your feedback and suggestions.

Also, don't forget to check out my other articles on online marketing and business topics. You can find them here:

Thank you for reading and happy advertising!

Google Ads Guide