Bing Advertising, now known as Microsoft Advertising is a search engine marketing platform that allows advertisers and businesses to generate high quality website traffic.
Bing is a search engine that consumers use to search and find relevant products or services for their search terms.
So, whether you are an advertiser or a business owner, if you are wanting to take advantage of Bing’s search engine traffic, then you are in the right place.
In this article, we are going to go fully in-depth on Bing Advertising and how you can use it to benefit your business.
How Do Bing Ads Work?
Bing Advertising is a way of generating traffic through search engine queries.
Bing Ads work just like any other PPC advertising platform.
You can pay to bid on keywords using various forms of keyword phrase matches, some more quality than others.
Then when people come to Bing and search for any of your keywords, your ad will show up.
Depending on your max CPC bid, ad relevancy, and a few other metrics, your ad will appear higher or lower.
The more quality search terms you can place your ads in front of, the more successful your Bing Ad campaigns will be.
When you are able to generate enough conversions from your Bing Ads that you make a profit, you can being optimizing and scaling your campaigns.
Bing Ad Types:
On the Bing Advertising platform you are given the option of running text ads or display ads.
Bing Text Ads, also known as paid search ads, consist only of copy that informs consumers of your products or services.
These text ads will typically be delivered in the Bing or Microsoft search network.
Here is an example of a Bing text ad for the search term, ‘soccer ball’:
Bing Display Ads are ads that allow the use of images. This can be a very intimidating thing for any new advertiser.
Here is an example of a Display Ad that is being ran through the Bing Display Network:
But, Display Ads are actually not all that hard to create, and they work the same as any other campaign.
You can create simple ad creative using tools like, Canva.
By placing your ads in front of the search results of your competitors you can capitalize on this quality traffic.
Getting Started With Bing Ads:
Before you can launch any ads on Bing, you will need to start by creating a new Microsoft advertising account.
Microsoft ad accounts are free, you only have to pay once your ads generate clicks.
To link your business with Bing advertising, you can get started by making a Microsoft ad account here.
If you are still on the edge about Microsoft advertising, do a Bing search for your industry and see if there is any advertisers.
You could even try doing a search on Bing and Yahoo, to confirm the competition.
If there is not anyone currently advertising this is a gold mine for you!
There are active searchers, so why not take advantage of the Bing Network Traffic while it’s highly profitable?
Making decisions like these are the ones that set apart successful businesses at digital marketing.
How Much Does Bing Advertising Cost?
Bing Advertising is a fairly cheap way of generating high quality website traffic. As on 2019, the average CPC on Bing is around $1.45.
The more targeted your keywords are, the lower your CPC will be.
This is because people will feel like your ad is a relevant search result for what they were looking for.
The more targeted your ad copy is, the higher your click through rate will be.
This is because you will catch your attention and curiosity, compelling people to click on your ad.
If you are having trouble using automatic keyword matching, try pulling up the full list of search queries that were made when your ad was clicked.
By determining the specific keywords or search terms that consistently lead to a bounce or anything other than a conversion we can exclude it.
To exclude it, we can add it as a Negative Keyword in our Microsoft Advertising Account.
Bing/Microsoft PPC Ads CPC By Industry:
Why Use Bing Advertising?
Bing Advertising is often favored by many advertisers and business owners because of it’s low CPC and low competition.
According to ComScore, Bing and their Search Partners take up almost 40% of the entire desktop search engine market.
This means that although Google is one of the biggest search engines in the world, Bing still has millions of searchers.
With a lower cost per click, the opportunity for return becomes much greater.
It may be seen as somewhat of a less greater platform to advertise on because Google has a majority of search engine traffic.
But, Bing Ads still allow you to capture the same high intent search traffic to your website.
So there is no reason why you cannot have both Bing Ads and Google Ads optimized and working for your business.
If there is a sufficient amount of search volume on both search engines, then you might try split testing both traffic sources. (Bing Ads & Google AdWords)
Since Bing is now operated by Microsoft, they are used by an older demographic.
So, although there may not be as much search volume, the consumers have more money to contribute to advertisers and business owners.
As opposed to Google, the average user on Bing earns over $60,000 USD every year.
Additionally, if you are selling anything that might cost more money you will want to keep this in mind when choosing your PPC strategy.
Most people find it hard to differentiate what’s a better investment, Bing Ads vs. Google Ads, when in reality, the best investment is where their customers are.
Is Bing Advertising Worth It?
According to InstaPage, the average cost to advertise on Bing rather than Google is up to 70% cheaper. That’s almost half the price!
The only downside to Bing is there is much less search volume than Google.
Bing Ads Tutorial:
Bing Targeting Options:
Bing allows you to capture high quality traffic by bidding on intent focused keywords.
This is one of the best ways to take advantage of your ad campaigns because you can be where you know your consumers are looking.
For example, if you know that your consumers are going to be looking for warm clothing in the winter, you will want to be there right?
So, what would they be searching?
‘Warm clothing for men/women’
‘Cool jackets for the winter’
…you get the idea, haha.
By finding the keywords and ad groups that more often than not lead to a conversion, you can create your next hyper profitable Bing Ad Campaign.
Have you investing into Bing Advertising yet?
Are you looking to an expert to help you manage your Bing Ads?
Contact Us at Aces Media today, get access to a designated account manager and a winning PPC strategy.
Let us help you take your Bing Advertising Campaigns, optimize and scale them to reach your business goals.
We will layout a marketing strategy to generate the leads and sales you need to 10X your business with Bing Ads.
Also, if you are interested in learning more about Pay Per Click Advertising or eCommerce, check out more of our blog here: Aces Media Blog
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