Microsoft Bing Ads Guide: Boost PPC Performance & Reach More Users

The fact is that many online marketers are committing 100% of their budgets to Google, entirely ignoring the one that powers nearly one-third of all PC searches in the UK and USA. If you are struggling with high CPC (cost per click) and competition, you are considered a “Google-only user”. This Microsoft / Bing Ads can help you break the barrier.
This article serves as a guide for launching your first campaign and optimising it for the best possible return on investment (ROI).

Why Choose Microsoft Bing Ads?

Deciding to run a Microsoft Bing Ads campaign is not simply about seeking a different alternative to Google; it’s about diversifying. Microsoft Advertising is made up of Bing, Yahoo and AOL and offers a giant reach across different search engines and websites.

The Competitive Edge

The remarkable thing about Microsoft / Bing Ads is that there is less competition. There’s less competition on this platform, which means you can expect a lower cost per click (CPC). This approach will help with a lower cost per acquisition (CPA).

Unique Audience Demographics

Bing users have a higher average income. It’s also accessed via computers at work, where Microsoft Edge is installed. This makes it a great platform to advertise on for B2B services, luxury items and financial products.

Microsoft Bing Ads Tutorial

To start advertising, you must first set up your account. To get started, you can follow this Microsoft Bing Ads tutorial:

Create a Microsoft Advertising Account: Go to the Microsoft Advertising website and sign in with an existing email address or new email address.
Import from Google Ads: If you have campaigns running on Google, you can import them to Microsoft. This eliminates the need to re-enter information.
Set Up Payment Methods: You can access the “Billing” section to enter your credit card or PayPal account to have your ads running ASAP.
Install the UET Tag: The Universal Event Tracking (UET) tag is a code that you embed into your website. It is needed to track conversions and create remarketing lists.

Microsoft Bing Ads Setup

Microsoft Bing Ads setup is straightforward, but attention to detail now saves money in the long run.

Selecting Your Goal

Microsoft provides several goals for your campaign:

Visits to my website: Great for increasing website traffic and awareness.
Conversions on my website: Perfect for online sales, signups or downloads.
Visits to my business location: Ideal for shops.

Campaign Settings and Targeting

The goal is set, so next you target users. You can target users based on:

Location: Country, city or even a radius around a postcode.
Language: Target based on the language spoken in the area.
Device: You can bid differently in different devices.

Microsoft Bing Ads Strategy

When it comes to Microsoft Bing Ads strategy, it’s not just about keywords. It’s about how Bing rewards your content.

Keyword Research and Matching

The Microsoft Keyword Planner can help you find keywords being searched for. Pay attention to match types:

Exact Match: The ad will show for the exact match.
Phrase Match: The ad shows for the phrase and variations.
Broad Match: The advertising shows for any related search, with the most reach but least control.

Leveraging Ad Extensions

Ad extensions provide additional info in your ads. Always include:

Sitelink Extensions: Links to various pages, like “Contact Us” or “Sale”.
Callout Extensions: Brief text to promote features such as “Free Shipping” or “24/7 Customer Service”.
Price Extensions: Display prices in the search results.

Microsoft Bing Ads Examples

Examining Microsoft Bing Ads examples will help determine the visual and textual structure of an advert. Typically, a search ad has a headline, a display URL and a description.

The Problem-Solver Ad: “Excessive CPCs? Try Bing Ads. Less competition and higher profits.” Free consultation. Register now!”
The Discount-Driven Ad: “Premium UK Leather Boots – 20% Off. ” Shop our latest collection. Free UK shipping over £50. Limited time offer.”

Keep your headlines crisp and make sure your descriptions include a call to action (CTA) like “Shop Now”, “Learn More” or “Get Started”.

Microsoft Bing Ads Optimization

Launching your campaign is only the beginning. Ongoing Microsoft Bing Ads optimization is what separates profitable accounts from those that are losing money.

Performance Monitoring

Check your dashboard regularly for key metrics:

Click-Through Rate (CTR): Indicates how relevant your ad is to the searcher.
Conversion Rate: Shows how many people took the desired action after clicking.
Quality Score: A rating of the quality and relevance of your keywords and ads.

A/B Testing

Don’t write the first draft of anything. Test two variations of an ad with varying headlines or calls to action. This process will reduce costs over time.

Negative Keywords

Monitor the “Search Terms” report. If you are getting impressions for inappropriate search terms (e.g., someone searching for “free” when you are selling something expensive), add those words to your negative keywords list.

Features in Microsoft Advertising

After you’ve mastered the fundamentals, try these advanced features to boost your Microsoft / Bing Ads results:

LinkedIn Profile Targeting: Exclusive to Microsoft, target users by their company, job title or industry on LinkedIn.
Dynamic Search Ads: Automatically create ads from the content on your website, so you don’t miss any opportunities.
In-Market Audiences: Target people with “purchase intent” in particular categories, like “automotive” or “travel”.

Also Check:

FAQs

How do I start a Microsoft Bing Ads campaign?

Firstly, set up an account with Microsoft Advertising. You can either migrate your Google Ads campaigns over or create a new campaign by choosing your goal, audience and budget.

Is Microsoft / Bing Ads cheaper than Google Ads?

Generally, yes. The search network is less competitive, which means that the cost per click is approximately 30% to 60% cheaper. It is therefore a great option for startups and small businesses.

What is the best Bing Ads strategy for beginners?

The best approach is to import your existing keywords from other networks. Bing Ads allows you to use "exact match" keywords to control your budget, and be sure to use UET tags to track your attribution.

Can I target specific professionals using Microsoft / Bing Ads?

Yes, one of the unique features of this platform is LinkedIn profile targeting. You can target people based on their work information, including their industry, job title or employer.

How does Bing Ads optimization work?

Optimization includes looking at your search term reports to add negative keywords, A/B testing your ad copy and bid management based on where and on what device you are getting the best return on your investment.