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Beginners’ guide to Bing Ads management

June 9, 2017


You’re in business to reach as many people in your target market as you can,right? That means youshould explore a variety of marketing channels.One of those channels is Bing Ads.Bing often gets a bad rap because it’s viewed as “the other search engine.” That doesn’t mean that it doesn’t have any users,though.The good news, though, is that you don’t have to ignore it.Bing offers its own pay-per-click(PPC) marketing service that’s very similar to Google AdWords.

Here’s what you need to know about running ads on Bing.

Starting is easy: Just create an account
Before you can start running ads on Bing, you’ll first need to create an account.Fortunately, that’s pretty easy to do. Just head over to Bing Ads and click the “Sign Up Now” button.You’ll go through a process of creating an account that’s fairly familiar to you.Once you’re done, Bing offers you a big, fat present.No, it’s not free ads.It’s the opportunity to import your existing AdWords campaigns from Google.How’s that for customer service?You won’t even have to recreate campaigns that you’ve run successfully on AdWords.

Performing keyword research
Think about how people search for information online.They enter keywords into a search engine and then view the results.You’ll want to advertise to people who search for keywords relevant to your niche.So, for example, if you’re selling low-priced blue jeans, you want to advertise to people who search for “discount blue jeans” or “buy blue jeans” or “cheap blue jeans.”That way, you’ll promote your brand to people who have intent to make a purchase.That’s an important point to consider.While you might be tempted to offer up an ad to people who are searching for “blue jeans,” that keyword carries no intent to purchase.They might just be searching for fashion tips.

The Bing Keyword Research tool
The Bing offers its own keyword research tool.Once you’re logged into BingAds, you can access it by clicking on “Research Keywords” under the “Tools” menu at the top.On the screen that appears, you can provide an initial  keyword relevant to your niche.Remember, use a keyword that carries commercial  intent.You have the option to further refine your audience by selecting some “Advanced targeting options.” You can select options such as the user’s language, country/region and device.As a rule of thumb, start by defining your audience as narrowly as possible.That will save you money on clicks from people who aren’t really interested in what you’re offering.You can always broaden it from there.Bing Ads also gives you the option to find keywords by entering in a website URL.If you go that route, just enter your landing page URL, and Bing will collect relevant keywords from that page.Once you’re done entering your search criteria, Bing Ads will present you with matching keywords, along with data on how many times each keyword was searched for last month, the number of clicks it received, the click-through rate (CTR) and the average cost per click (CPC).

The Keyword Planner
Bing also offers a Keyword Planner tool that’s very similar to the tool of the same name in Google AdWords.In fact, if you’ve already used the Google AdWords Keyword Planner tool, then you should be able to pick up the Bing Ads Keyword Planner tool very quickly.Once again, you’ll enter a keyword with commercial intent.Then, you’ll click the “Get Suggestions” button.Instead of just showing matching keywords by default, Bing Ads will show you Ad Groups that you can use to find keywords relevant to your campaign.You can also click the “Keyword Suggestions” tab and seeinformation similar to what we looked at above.

Creating a campaign
Now that you’ve gathered some keywords related to your brand, it’s time launch a campaign.To do that, head back over to the dashboard and click on the “Create Your 1st Campaign” button.You’ll arrive on a new screen where you enter campaign information.The first thing you’ll do is give your campaign a name. Often, you’ll name a campaign after a products category (e.g., “shoes”) or a promotional theme (e.g., “holiday promotions”).Next, select the time zone relevant to the campaign.This should be the time zone where your target customers live.If your target audience is national or international, it may just be easiest to select your own time zone.After that, you’ll set a campaign budget.That’s the most you’ll spend during a given time frame on your campaign.

Writing the ads
After you’ve entered your targeting and budget info, it’s time to start writing the ads themselves. Although Bing Ads makes it easy to enter ad text, it’s probably the hardest thing you’ll do.Why? Because you need to write ad copy that sells.Simply put, there aren’t too many people who know how to do that.If you’re not confident that you can produce compelling ad copy, then you should consider hiring someone who can.Although you’ll spend more money,you’ll almost certainly waste money if you try to “wing it” with writing ads.Your ad copy is composed of two parts: the ad title and the ad text.Don’t be impatientOnce you’ve launched your Bing Ads campaign, you might be tempted to check on its status after a couple of hours.Don’t be surprised if you don’t see any activity.Sometimes, it takes Bing Ads a while to update its stats.It’s best to wait a full day before checking on anything.Even after a full day, though, you’re not likely to get a good overview of how well your ad is performing.Give it some time to see how searchers are responding to it.Once you’ve given it some time, then you need to start running tests. Display a couple of different ads with different copy, and see which one gives you the best CTR.Also, run ads with different targeting techniques to determine which audience gives you the best ROI.

Get started now
If you’ve got money to spend on online advertising, it’s a good idea to add Bing Ads to the list of services you use.You’ll reach people who, for whatever reason, aren’t using Google for their online searches.You can also target your audience by keywords and demographics so that you can narrowly define your target market.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


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