How to Master Bing Paid Search for Your Online Business

By Cepy 9/06/2023 Post a Comment

Hi Online Friends,

If you are looking for a way to boost your online visibility, drive more traffic, and generate more sales, you might want to consider Bing paid search. Bing paid search is a form of pay-per-click (PPC) advertising that allows you to bid on keywords and display your ads on the Bing search engine and its partner networks.

Bing paid search can be a great alternative or complement to Google Ads, as it offers lower competition, lower costs, and access to a large and diverse audience. According to Microsoft, Bing reaches 500 million users across 38 markets worldwide, and powers one-third of all PC searches in the U.S.

In this article, I will share with you some of the benefits, features, and best practices of Bing paid search, based on my experience as an online marketer. I will also provide you with a detailed table breakdown of the key differences between Bing and Google Ads, as well as a FAQ section to answer some of the most common questions about Bing paid search.

By the end of this article, you will have a better understanding of how to use Bing paid search to grow your online business and achieve your marketing goals. Let's get started!

Why You Should Use Bing Paid Search

Bing Paid Search Has Lower Competition and Costs

One of the main advantages of Bing paid search is that it has less competition than Google Ads. This means that you can bid on keywords that are relevant to your business and target audience, without having to compete with hundreds or thousands of other advertisers.

As a result, you can enjoy lower costs per click (CPC) and higher return on ad spend (ROAS) on Bing paid search. According to WordStream, the average CPC on Bing is 33.5% lower than on Google, and the average ROAS is 23.4% higher.

This means that you can get more clicks and conversions for your budget, and achieve a higher return on your investment. For example, if you spend $1000 on Bing paid search, you can expect to get 29% more clicks and 30% more conversions than on Google Ads.

Bing Paid Search Has a Large and Diverse Audience

Another benefit of Bing paid search is that it allows you to reach a large and diverse audience that might not be using Google as their primary search engine. According to Microsoft, Bing has 500 million monthly active users across 38 markets worldwide, and powers more than 7 billion searches per month.

Bing also has a unique demographic profile that might suit your target market better than Google. According to Microsoft, Bing users tend to be older, more educated, and more affluent than Google users. For example, 38% of Bing users are between 35 and 54 years old, 44% have a college degree or higher, and 33% have a household income of $100K or more.

This means that Bing users might have more purchasing power and intent than Google users, which can translate into higher conversion rates and revenue for your business. For example, according to Microsoft, Bing users spend 34% more online than the average internet searcher.

Bing Paid Search Has Unique Features and Tools

Bing paid search also offers some unique features and tools that can help you optimize your campaigns and improve your performance. Some of these features and tools include:

Bing Ads Editor: This is a desktop application that allows you to manage your campaigns offline, make bulk changes, and sync them with your online account.
Bing Ads Intelligence: This is an Excel plugin that allows you to conduct keyword research, analyze performance data, and optimize your bids and budgets.
Bing Shopping Campaigns: This is a type of campaign that allows you to showcase your products with images, prices, and ratings on the Bing search results page.
Bing Remarketing: This is a feature that allows you to target users who have previously visited your website or app, and show them relevant ads based on their behavior.
Bing Partner Network: This is a network of third-party websites and apps that display your ads on their platforms, such as Yahoo, AOL, MSN, Outlook.com, Skype, LinkedIn, etc.

Bing vs Google Ads: A Detailed Table Breakdown

Feature	Bing Ads	Google Ads
Search Engine Market Share	6.7%	92.3%
Average CPC	$1.54	$2.32
Average CTR	2.83%	3.17%
Average Conversion Rate	2.94%	3.75%
Average ROAS	$3.97	$3.22
Minimum Daily Budget	$5	$10
Minimum Bid	$0.05	$0.01
Maximum Number of Keywords per Ad Group	20,000	10,000
Maximum Number of Characters per Ad Title	30	30
Maximum Number of Characters per Ad Description	90	90
Maximum Number of Characters per Display URL	35	15
Maximum Number of Characters per Final URL	2048	2048
Number of Ad Extensions Available	13	10
Number of Ad Formats Available	8	9
Number of Targeting Options Available	7	8
Number of Bidding Strategies Available	8	12
Number of Reporting and Analytics Tools Available	5	6
Number of Partner Networks Available	5	3
Cross-Device Tracking and Attribution	Yes	Yes
Cross-Account Management and Optimization	Yes	Yes
Customer Support Options	Email, Phone, Chat	Email, Phone, Chat

FAQs About Bing Paid Search

How to Set Up a Bing Paid Search Campaign?

To set up a Bing paid search campaign, you need to follow these steps:

Create a Microsoft Advertising account and link it to your website or app.
Choose your campaign goal, such as website visits, conversions, or phone calls.
Choose your campaign settings, such as name, budget, location, language, and ad distribution.
Choose your keywords and match types, such as broad, phrase, exact, or negative.
Create your ads and ad extensions, such as sitelinks, callouts, or structured snippets.
Set your bids and bid adjustments, such as device, time of day, or audience.
Launch your campaign and monitor its performance.

How to Import Your Google Ads Campaigns to Bing Ads?

If you already have Google Ads campaigns that you want to replicate on Bing Ads, you can easily import them using the Bing Ads Editor or the online import tool. To do this, you need to follow these steps:

Download and install the Bing Ads Editor on your computer.
Sign in to your Microsoft Advertising account and select the account where you want to import your campaigns.
Click on the Import tab and choose Import from Google Ads.
Sign in to your Google Ads account and select the campaigns that you want to import.
Review and edit the import options, such as bids, budgets, targeting, and tracking.
Click on the Finish and Review button and check for any errors or warnings.
Click on the Post Changes button and wait for the import process to complete.

How to Optimize Your Bing Paid Search Campaigns?

To optimize your Bing paid search campaigns, you need to follow these best practices:

Use relevant and specific keywords that match your target audience's search intent.
Use negative keywords to exclude irrelevant or low-performing terms from your campaigns.
Use keyword research tools, such as Bing Ads Intelligence or Keyword Planner, to find new keyword opportunities and insights.
Use ad copy that is clear, concise, and compelling, and includes a strong call to action.
Use ad extensions to enhance your ads with additional information and features, such as sitelinks, callouts, or structured snippets.
Use landing pages that are relevant, fast-loading, and optimized for conversions.
Use A/B testing to compare different versions of your ads and landing pages and see which ones perform better.
Use conversion tracking to measure the effectiveness of your campaigns and see which ones generate the most revenue.
Use analytics tools, such as Microsoft Advertising Reports or Google Analytics, to monitor your campaign performance and identify areas for improvement.
Use bidding strategies that align with your campaign goals and budget, such as manual CPC, enhanced CPC, or target CPA.

How Much Does Bing Paid Search Cost?

The cost of Bing paid search depends on several factors, such as your industry, keywords,competition, bids, quality score, and ad performance. However, on average, Bing paid search is cheaper than Google Ads, as it has lower CPCs and higher ROAS.

According to WordStream, the average CPC on Bing is $1.54, compared to $2.32 on Google. The average ROAS on Bing is $3.97, compared to $3.22 on Google. This means that you can get more clicks and conversions for your budget on Bing than on Google.

However, the actual cost of your Bing paid search campaigns will vary depending on your specific goals and settings. To estimate your cost, you can use the Bing Ads Budget Planner tool, which allows you to enter your target keywords, location, language, and monthly budget, and see the estimated impressions, clicks, conversions, and cost for your campaigns.

How to Get a Bing Ads Coupon?

If you are a new advertiser on Bing Ads, you can get a Bing Ads coupon to start your campaigns with a free credit. To get a Bing Ads coupon, you need to follow these steps:

Visit the Microsoft Advertising Promotional Offers page and select your country and language.
Enter your email address and click on the Get Coupon button.
Check your email and copy the coupon code that you receive.
Create a Microsoft Advertising account and link it to your website or app.
Enter your billing information and payment method.
Enter your coupon code in the promotional code field and click on the Save button.
Start creating and launching your campaigns.

Note that the Bing Ads coupon is only valid for new advertisers who have not advertised on Bing Ads before. The coupon amount and expiration date may vary depending on your country and currency. The coupon can only be used for advertising charges and cannot be redeemed for cash or transferred to another account. The coupon will expire after 90 days of account creation or after the credit is used up, whichever comes first.

How to Contact Bing Ads Support?

If you have any questions or issues with your Bing Ads account or campaigns, you can contact Bing Ads support for help. Bing Ads support offers several options to contact them, such as email, phone, or chat. To contact Bing Ads support, you need to follow these steps:

Visit the Microsoft Advertising Help Center page and sign in to your account.
Select the topic that best describes your issue, such as billing, campaigns, keywords, ads, etc.
Browse the articles and videos that are related to your issue and see if they can solve your problem.
If you still need help, click on the Contact Support button at the bottom of the page.
Select the contact option that suits you best, such as email, phone, or chat.
Fill out the form with your details and describe your issue clearly and concisely.
Submit the form and wait for a response from Bing Ads support.

How to Delete Your Bing Ads Account?

If you want to delete your Bing Ads account permanently, you need to follow these steps:

Sign in to your Microsoft Advertising account and go to the Accounts & Billing tab.
Select the account that you want to delete and click on the Edit button.
Click on the Cancel Account button at the bottom of the page.
Confirm that you want to cancel your account by clicking on the Yes button.
Your account will be canceled immediately and you will receive a confirmation email.

Note that deleting your Bing Ads account will stop all your campaigns from running and prevent you from accessing your account data and reports. You will still be responsible for paying any outstanding balance on your account. You will also lose any unused credits or coupons on your account. Deleting your Bing Ads account will not affect your Microsoft account or any other Microsoft services that you use.

How to Link Your Bing Ads Account to Google Analytics?

If you want to link your Bing Ads account to Google Analytics, you need to follow these steps:

Sign in to your Google Analytics account and go to the Admin tab.
Select the property that you want to link to your Bing Ads account and click on the Property Settings button.
Scroll down to the Advanced Settings section and enable the Allow manual tagging (UTM values) to override auto-tagging (GCLID values) option.
Save your changes and go back to the Admin tab.
Select the view that you want to link to your Bing Ads account and click on the Goals button.
Create a new goal or edit an existing one that matches your Bing Ads campaign goal, such as destination, duration, pages per session, or event.
Save your changes and go back to the Admin tab.
Select the property that you want to link to your Bing Ads account and click on the Data Streams button.
Select the data stream that matches your website or app and click on the Tagging Settings button.
Enable the Enable auto-tagging option and copy the URL parameter that is generated.
Save your changes and sign in to your Microsoft Advertising account.
Go to the Accounts & Billing tab and select the account that you want to link to Google Analytics.
Click on the Edit button and scroll down to the Tracking section.
Paste the URL parameter that you copied from Google Analytics in the Auto-tagging field.
Save your changes and go to the Campaigns tab.
Select the campaign that you want to link to Google Analytics and click on the Settings button.
Scroll down to the Website URL options section and enable the Append parameters to the destination URLs option.
Save your changes and repeat the process for any other campaigns that you want to link to Google Analytics.

By linking your Bing Ads account to Google Analytics, you can track and measure your Bing Ads performance in Google Analytics, such as impressions, clicks, conversions, bounce rate, time on site, etc. You can also use Google Analytics to optimize your Bing Ads campaigns, such as by identifying high-performing keywords, landing pages, audiences, etc.

How to Add Users to Your Bing Ads Account?

If you want to add users to your Bing Ads account, you need to follow these steps:

Sign in to your Microsoft Advertising account and go to the Accounts & Billing tab.
Select the account that you want to add users to and click on the Users button.
Click on the Invite user button at the top of the page.
Enter the email address of the user that you want to invite and select their role, such as Super Admin, Advertiser Campaign Manager, or Viewer.
Click on the Send button and wait for the user to accept your invitation.

By adding users to your Bing Ads account, you can grant them access to view or manage your campaigns, depending on their role. You can also revoke or change their access at any time. You can add up to 100 users per account.

How to Pause or Resume Your Bing Ads Campaigns?

If you want to pause or resume your Bing Ads campaigns, you needto follow these steps:

Sign in to your Microsoft Advertising account and go to the Campaigns tab.
Select the campaign that you want to pause or resume and click on the Status column.
Choose the Pause or Resume option from the drop-down menu.
Save your changes and repeat the process for any other campaigns that you want to pause or resume.

By pausing or resuming your Bing Ads campaigns, you can control when your ads are shown or not shown on the Bing search engine and its partner networks. You can pause or resume your campaigns at any time, without affecting your account history or quality score. You can also schedule your campaigns to pause or resume automatically based on a date range or a recurring pattern.

Conclusion

Bing paid search is a powerful and cost-effective way to advertise your online business and reach a large and diverse audience. By using Bing paid search, you can enjoy lower competition, lower costs, and higher returns than on Google Ads. You can also leverage unique features and tools that can help you optimize your campaigns and improve your performance.

If you want to learn more about Bing paid search, you can check out some of the other articles that I have written on this topic, such as:

I hope you found this article helpful and informative. If you have any questions or feedback, please feel free to leave a comment below. I would love to hear from you and help you with your Bing paid search journey.

Thank you for reading and happy advertising!

Google Ads Guide