How to Advertise on Bing

Bing Ads is Microsoft's advertising platform, which allows the display of advertisements within the search results of the search engine Bing and on websites in Microsoft's partner network. In this article, we will focus on how to advertise on Bing and look at the advantages offered by this platform.

Advantages of advertising on Bing

• Niche Audience: if your target audience is people over the age of 35 or professionals, Bing could be a winning choice for you. Indeed, the average audience of Bing users is older compared to that of other search engines and often consists of professionals looking for specific services or products.
• Lower CPC: on average, the cost per click (CPC) on Bing Ads is lower than other platforms like Google AdWords. This means you can get more clicks for less money.
• Integration with Microsoft: thanks to the close integration with Microsoft products like Windows and Office, ads on Bing can reach a wide audience across different platforms.
• Less competition: since many advertisers prefer using Google AdWords, there is less competition on Bing Ads. This means you might have more chances of ranking high for keywords relevant to your business.
• Advanced targeting: Bing Ads offers numerous tools for ad targeting, such as geographical location, language, gender, and age of users. Additionally, you can use demographic and behavioral data to reach a more specific audience.

Now that we've looked at the advantages of advertising on Bing, let's see how to create an advertising campaign on this platform.

Firstly, you will need to sign up for Bing Ads and create an account. Afterward, you can create your first advertising campaign and choose keywords relevant to your business. It's important to use targeted and relevant keywords to avoid paying for irrelevant clicks.

Furthermore, you should write engaging and relevant ads to capture the attention of potential customers. Ads on Bing can include text, images, and videos.

Finally, closely monitor your advertising campaigns on Bing Ads and make regular optimizations based on the data collected. This will help you improve the performance of your campaigns and achieve better results with your advertisements.

How to create an advertising account on Bing

To start advertising on Bing, you need to have an advertising account. Here is a step-by-step guide to creating one:

1. Go to the Microsoft Advertising website through the link https://ads.microsoft.com/
2. Click on "Sign up now" at the top of the page.
3. Enter the required information for registering your account. This includes your company name, contact information, and password.
4. After entering all the required information, click on "Submit". You will be redirected to the main page of Microsoft Advertising.
5. Click on "Create a new campaign" to start creating your first advertising campaign.
6. Choose the type of campaign you want (for example, Search or Display) and set up the campaign settings such as daily budget, geographic targeting, and keywords.
7. Create compelling ads for your campaign using your preferred creative format available (text, graphic, or video).
8. Review and approve your campaign. Make sure not to violate any of Bing's advertising policies.
9. Launch your campaign and monitor it regularly to make adjustments and improve performance.

Creating an advertising account on Bing is simple and free. By following these easy steps, you can start advertising online on Microsoft's platform and reach potential customers who use the Bing search engine.

The different types of advertising campaigns on Bing

Bing Ads offers several types of advertising campaigns, each suitable for different business objectives. Let's take a look at the main ones:

Search campaigns

The Search campaigns display text ads in response to user searches on Bing. This type of campaign is particularly suited for promoting specific products or services and generating traffic to the website.

Shopping campaigns

The Shopping campaigns show product ads with images and detailed pricing information. It is an effective form of advertising for online stores and retailers who want to promote their products.

Display campaigns

The Display campaigns showcase banner ads on websites and apps partnered with Bing. They are useful for increasing brand awareness and reaching a wider audience.

Video campaigns

The Video campaigns present promotional videos to users on Bing, MSN, Skype, and other partner websites. This form of advertising is particularly suitable for engaging the audience and telling a story through video.

App installation campaigns

The App Installation campaigns are designed to help developers increase the number of downloads for their applications. Ads are displayed on Bing, MSN, and other Microsoft partner websites.

Linkedin campaigns

The LinkedIn campaigns allow you to publish ads on LinkedIn, the professional social networking platform owned by Microsoft. This type of advertising is ideal for reaching a B2B audience and promoting products or services at a corporate level.

• Example: If you are an online store selling pet products, you might create a Shopping campaign to promote your products on the Bing search engine. Alternatively, if you want to increase brand awareness, you can use a Display campaign to show advertising banners on Bing's partner websites.

How to choose the right keywords for your advertising on Bing

The selection of keywords is a crucial step in creating an advertising campaign on Bing Ads. The keyword indeed represents the means through which the advertisement will be shown to users who perform a search on the platform.

The more specific the keywords, the better the results

To achieve maximum performance from your Bing advertising campaign, it's important to select specific and relevant keywords related to your business offering. The more precise the keywords, the higher the likelihood that your ads will be shown to users interested in your products or services.

For example, if you run a women's clothing store and offer elegant evening wear, keywords like "evening dresses" or "elegant outfits" might be too generic and not ensure optimal performance. Instead, you could use more specific keywords such as "black evening dresses", elegant lace dresses" or "long dresses with a side slit". By doing this, you will reach a more targeted and qualified audience.

Use keyword research tools

To find the right keywords for your advertising campaign on Bing Ads, you can use some keyword research tools such as Google's Keyword Planner, Bing Ads Intelligence Tool, or SEMrush. These tools allow you to analyze keywords based on their popularity, traffic generated, and cost per click (CPC).

Also consider negative keywords

In an advertising campaign on Bing Ads, it is important not only to select the right keywords, but also to exclude those that are irrelevant or could attract irrelevant clicks to your ad. These words are called "negative keywords". For example, if you offer a cell phone repair service, you might want to exclude words like "new smartphone" or "cell phone purchase online" which are not relevant to your offering.

• Choose specific and relevant keywords for your business offering
• Use keyword research tools to find terms relevant to your business
• Consider using negative keywords to avoid irrelevant clicks

In summary:

Choosing the right keywords for your Bing Ads campaign might seem challenging, but with the right strategy and research tools at your disposal, you can find the most pertinent terms for your business. Remember to choose specific keywords and exclude those that are not relevant or could attract irrelevant clicks.

How to set your budget and bids for your Bing advertising

Setting an appropriate budget and bidding the right price for your ads is crucial for achieving effective results in Bing advertising.

Budget setting

To set the daily budget for your Bing ads campaign, follow these simple steps:

• Log in to your advertising account on Bing Ads;
• Click on the "Campaigns" tab in the top menu;
• Select the campaign you want to add or change the budget for;
• Click on the "Settings" tab on the toolbar and select "Budget and bids";
• Enter the amount you wish to spend each day in the "Daily Budget" box.

Remember that your budget needs to be sufficient to cover the costs of the keywords you've chosen and to achieve your campaign's goals. Additionally, you can choose whether to set a total spending limit for the entire duration of the campaign or allow it to continue until you decide to stop it manually.

Ideas for the right bid

The right bid depends on many factors, including competition over the keywords you are using, your budget, and your campaign goals. Here are some ideas for setting the right bid:

• Check the positioning of your ads compared to those of your competitors. If their ads are in better positions than yours, you might need to increase your bid;
• Consider the quality of your ad and associated landing page. If your ad is relevant and persuasive, you can afford to bid less to achieve a good position;
• Think about the value of your product or service. If your product is high-priced, you may bid more to reach a more qualified audience.

Remember that you can also set different bids for specific keywords or ad groups. This way, you can focus on the keywords that give you the best results and optimize your budget.

By following these tips, you'll be able to set the right budget and bids for your Bing Ads advertising campaign and achieve effective results.

Monitor and optimize your Bing advertising campaigns

Once you have created and launched advertising campaigns on Bing, it is important to constantly monitor them in order to optimize and maximize ROI. There are some key metrics that you need to keep an eye on:

• CPC (Cost-per-click): the cost for each click on your advertisement;
• CTR (Click-through rate): the percentage of people who see your advertisement and click on it;
• Conversion rate: the percentage of people who complete the desired action after clicking on your advertisement;
• Impression share: the percentage of times your advertisement is shown compared to the total possible number of impressions.

To understand if your campaigns are achieving the desired results, it is crucial to analyze these metrics and make any necessary changes to your bidding strategies, targeting, or ad creativeness.

Here are some tips for optimizing your campaigns:

• Choose the right keywords: use specific and relevant keywords for your business. Avoid generic words that might attract low-quality traffic;
• Create compelling ads : make sure your ads are well-written and clear. Use strong and engaging words to stimulate the audience's interest;
• Test the ads: create different versions of the ads and test them to see which one performs better. You can change the text, images, or call-to-action;
• Maintain a balanced budget: don't overspend on a single keyword or ad. Distribute your budget evenly across campaigns to maximize overall ROI.

Example of optimizing advertising campaigns on Bing

Let's assume we have a small local business selling sneakers online. After setting up our campaign on Bing, we noticed that our CPC is very high and the CTR is low.

First of all, we could exclude some generic keywords that are attracting low-quality traffic. For example, if we were using "shoes" as a keyword, we might get clicks from people looking for evening shoes or dress shoes instead of sneakers.

Furthermore, we could create a more engaging ad with a strong headline like "Discover our sneakers! Free shipping!". We might also add a clear call-to-action such as "Shop now" to encourage people to visit our website.

By testing different versions of our ad, we might find that one with images of shoes performs better than a text-only advertisement.

Finally, we could distribute our budget evenly across campaigns to maximize the overall ROI. We could also consider adding negative keywords to filter out some irrelevant searches.

These small changes could help our local business achieve better results from our advertising campaigns on Bing!

Integrating with Framework360 for more efficient campaign management

Framework360 is the cloud-based digital marketing platform that allows you to easily and effectively create and manage your company's website. But that's not all: thanks to its integration with all the major advertising platforms and online sales marketplaces, you can also organize and manage your advertising campaigns in just a few clicks.

To integrate Bing Ads with Framework360, follow these steps:

• Log into your Framework360 account;
• Click on the "Advertising" section;
• Select the "Manage campaigns" option;
• Click on "Add new platform" and select Bing Ads;
• Enter your Bing Ads account credentials;
• Now you can import your existing campaigns or create new ones directly from Framework360.

Thanks to integration with Framework360, you can monitor the performance of your Bing Ads campaigns in real-time, optimizing investments and achieving maximum ROI.

Furthermore, the platform offers advanced tools for creating winning advertisements, such as the block visual builder that allows you to create customized landing pages easily and quickly. You will also be able to use the function of ... remarketing to reach users who have already visited your website, increasing the chances of conversion.

In short, with Framework360 you can efficiently manage all your advertising campaigns on Bing Ads and more, without having to switch from one platform to another and saving precious time.

Try it now for free!

In conclusion

Thanks to the integration with Framework360, managing your advertising campaigns on Bing Ads will be much simpler and more effective. You will be able to monitor the results of your ads in real-time and optimize investments thanks to the advanced features of the platform. Moreover, thanks to the ease of use of the visual builder, you can create customized landing pages without any trouble. Try Framework360 for free now and discover how it can help you improve your online marketing strategy!