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How to Use Microsoft Bing Ads to Boost Your Online Business

Hi Online Friends,

Welcome to another article where I share my experience and insights on online marketing. Today, I want to talk about Microsoft Bing Ads, one of the most powerful and underrated tools for online advertising.

Microsoft Bing Ads is the advertising platform that allows you to create and run ads on the Bing search engine and its partner networks, such as Yahoo, AOL, and MSN. Bing Ads can help you reach millions of potential customers who are searching for products or services related to your niche.

In this article, I will explain why you should consider using Microsoft Bing Ads for your online business, how to set up and optimize your campaigns, and what are the best practices and tips to get the most out of your ads. I will also provide a detailed table breakdown of the features and benefits of Microsoft Bing Ads, as well as a FAQ section where I answer some of the most common questions about this platform.

So, if you are ready to learn how to use Microsoft Bing Ads to boost your online business, let's get started!

Why You Should Use Microsoft Bing Ads for Your Online Business

Bing Ads Has a Large and Engaged Audience

One of the main reasons why you should use Microsoft Bing Ads for your online business is that Bing has a large and engaged audience that you can tap into. According to Microsoft, Bing reaches more than 500 million users worldwide, and has a 34% market share in the US. That means that one in three searches in the US is done on Bing or its partner networks.

Moreover, Bing users tend to be more affluent, educated, and older than Google users, which means that they have more purchasing power and intent. According to Microsoft, Bing users spend 35% more online than the average internet searcher. They also have a higher click-through rate (CTR) and conversion rate (CVR) than Google users, which means that they are more likely to click on your ads and take action on your website.

Bing Ads Has Lower Competition and Cost Per Click (CPC)

Another reason why you should use Microsoft Bing Ads for your online business is that Bing Ads has lower competition and cost per click (CPC) than Google Ads. Because Bing has a smaller market share than Google, there are fewer advertisers competing for the same keywords and audiences. This means that you can bid lower and still get a good position and visibility for your ads.

According to WordStream, the average CPC on Bing is $1.54, compared to $2.69 on Google. That means that you can get more clicks and traffic for the same budget on Bing than on Google. You can also get more impressions and reach for your ads, as Bing has less ad clutter and more ad space than Google.

Bing Ads Has More Flexibility and Control

A third reason why you should use Microsoft Bing Ads for your online business is that Bing Ads has more flexibility and control than Google Ads. Bing Ads allows you to customize your campaigns and ads in ways that Google Ads does not. For example, you can:

  • Choose different bid strategies for different devices, such as desktop, mobile, and tablet.
  • Set different time zones and ad schedules for different campaigns or ad groups.
  • Target different locations at the zip code level.
  • Use negative keywords at the campaign or ad group level.
  • Create custom parameters for dynamic text insertion in your ads.
  • Use image extensions, action extensions, review extensions, and app extensions in your ads.

All these features give you more control over how and when your ads are shown, and allow you to tailor your ads to your specific audience and goals.

A Detailed Table Breakdown of Microsoft Bing Ads Features and Benefits

Bing NetworkThe network of websites where your ads can appear, including Bing, Yahoo, AOL, MSN, and other partner sites.You can reach millions of potential customers who are searching for products or services related to your niche.
Bing Ads EditorA desktop tool that allows you to create and manage your campaigns offline.You can save time and work more efficiently by making bulk changes to your campaigns in one place.
Bing Ads IntelligenceA Excel add-in that allows you to research keywords, analyze performance, and optimize your campaigns.You can gain insights and data to improve your keyword selection, bidding, and targeting.
Bing Ads Accredited Professional ProgramA free certification program that teaches you the basics of Bing Ads and how to use it effectively.You can learn new skills and demonstrate your expertise in Bing Ads to your clients or employers.
Bing Ads APIAn application programming interface that allows you to integrate Bing Ads with other tools and platforms.You can automate and streamline your campaign management and reporting processes.
Bing Ads ScriptsA feature that allows you to write and run JavaScript code to automate tasks and actions in your Bing Ads account.You can save time and optimize your campaigns by using scripts for common or repetitive tasks.
Bing Ads RemarketingA feature that allows you to show ads to people who have visited your website or app before.You can increase your conversions and sales by reaching out to people who have already shown interest in your products or services.
Bing Ads Universal Event Tracking (UET)A feature that allows you to track the actions and conversions that happen on your website or app after someone clicks on your ad.You can measure the effectiveness of your campaigns and optimize them based on the results.
Bing Ads Audience NetworkA network of websites and apps that use Microsoft's audience data and artificial intelligence to show relevant ads to users.You can expand your reach and target users based on their interests, behaviors, and intents.

FAQ About Microsoft Bing Ads

How Do I Create a Microsoft Bing Ads Account?

To create a Microsoft Bing Ads account, you need to follow these steps:

  1. Go to and click on "Sign up now".
  2. Enter your email address and password, or sign in with your Microsoft account, Google account, or Facebook account.
  3. Choose your country/region, time zone, and currency.
  4. Review and accept the Microsoft Advertising Terms and Conditions.
  5. Click on "Create account".

How Do I Set Up a Microsoft Bing Ads Campaign?

To set up a Microsoft Bing Ads campaign, you need to follow these steps:

  1. Log in to your Microsoft Bing Ads account and click on "Create campaign".
  2. Choose your campaign goal, such as "Visits to my website", "Conversions", or "Phone calls".
  3. Name your campaign and choose your budget, bid strategy, location targeting, language targeting, ad schedule, and ad rotation.
  4. Create an ad group and name it. An ad group is a set of keywords and ads that share a common theme.
  5. Add keywords to your ad group. Keywords are the words or phrases that trigger your ads when someone searches for them. You can use the keyword planner tool to find relevant keywords for your niche.
  6. Create ads for your ad group. Ads are the messages that appear on the search results page or other websites. You can create text ads, image ads, or video ads. You can also add extensions to your ads, such as call buttons, site links, or location information.
  7. Review and save your campaign.

How Do I Optimize My Microsoft Bing Ads Campaign?

To optimize your Microsoft Bing Ads campaign, you need to follow these tips:

  • Monitor your campaign performance regularly using the reports and analytics tools. You can track metrics such as impressions, clicks, CTR, CPC, conversions, CVR, cost per conversion, return on ad spend (ROAS), and quality score.
  • Test different variations of your ads, keywords, bids, targeting, and landing pages. You can use the experiments feature to run split tests and compare the results of different versions of your campaign elements.
  • Adjust your bids based on the performance of your keywords, devices, locations, time of day, etc. You can use the bid adjustments feature to increase or decrease your bids for certain criteria that affect your campaign performance.
  • Add negative keywords to your campaign or ad group. Negative keywords are the words or phrases that you do not want your ads to show for. By adding negative keywords, you can prevent irrelevant or unwanted traffic from clicking on your ads and wasting your budget.
  • Pause or delete underperforming or irrelevant keywords, ads,ad groups, or campaigns. By pausing or deleting low-performing or irrelevant elements, you can focus your budget and efforts on the ones that bring you the best results.
  • Use remarketing to target people who have visited your website or app before. By using remarketing, you can increase your chances of converting them into customers by showing them relevant and personalized ads.


Microsoft Bing Ads is a powerful and underrated tool for online advertising. It can help you reach a large and engaged audience, lower your costs and competition, and give you more flexibility and control over your campaigns. By following the steps and tips in this article, you can create and optimize your Microsoft Bing Ads campaigns and boost your online business.

I hope you enjoyed this article and learned something new. If you did, please share it with your friends and colleagues who might benefit from it. And if you have any questions or comments, please leave them below. I would love to hear from you.

Thank you for reading and happy advertising!

If you want to learn more about online marketing and how to grow your online business, check out my other articles on Bing Ads, Bingads, Bing Advertising, and more.

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