In this article, we will show you, how to get the best out of Bing Ads to generate quality traffic, convert visitor and generate more leads for your business in 5 steps that will only take 1 to 2 hours “if you are ready with your banners and keywords” Or try the easy way in 3 minutes “even if your banners and keywords are not ready”
What is Bing Ads?
Essentially, Bing Ads is Microsoft’s version of Google AdWords. In the same way that Google AdWords allows you to run ads on the Google search network and Google’s partner networks, Bing Ads allows you to run ads on both the Bing search network and it’s partner networks (Yahoo and AOL—yes, people still use these).
Like AdWords text and shopping ads, Bing Ads display at the top, bottom or side of the search engine results page (SERP):
In fact, Bing and AdWords are so similar that Bing Ads has an option to directly sync all of your AdWords campaigns to Bing Ads. You can import them once or do all of your work in AdWords and let Bing update your Bing Ads campaigns to match on a daily, weekly or monthly basis
Advertising on Bing Ads
If you’re new to paid search or want to start from scratch with Bing Ads, here’s what you’ll need to do
Step 1: Create Your Bing Ads Account
Head over to Bing Ads and create an account. If you don’t already have a Microsoft account, you’ll need to create one first. If you have a Microsoft account that you want to be associated with your Bing Ads account, you can simply enter the email address tied to that account and sign in.
Once you’re logged in, fill in any necessary information (make sure you pick the right time zone for your business) and pick “To manage my own accounts”:
Agree to the terms and conditions and click “Create Account”. That’s it! You’re in.
Step 2: Choose Your Basic Settings
Ironically, once you’ve created your account, you will be asked you if you want to import your Google AdWords campaigns (clearly, they know that most people start with AdWords and then expand to using Bing Ads). However, let’s move on and click “Create a new campaign”, which pulls up a whole new set of options:
Pick a name and language for your campaign and then select where you want your ads to be displayed. Unless your target audience really is everyone in the US/Canada or the whole world, we recommend clicking “Let me choose specific locations”.
Here, you can enter specific locations and then pick from a list of targeting options:
Bing Ads even gives you the ability to exclude certain locations, so if I wanted to target all of Florida but Sarasota, that’s an option, too.
Continue for an amazing trick at the end of this article
Step 3: Research Your Keywords
At this point, you’re probably ready to jump into creating your ad. However, your ads are only as good as your targeting, so let’s take a look at your last big targeting option first: keywords.
For example, let’s say that I run a drone repair shop in Tampa, FL. I want to bring people into my store, so I target the Tampa-St. Petersburg area. DJI is a big drone brand, so I will type in “DJI drones” into the keyword research tool and will get the results you can see above.
It’s important to note that in this situation, the monthly searches column is only showing the number of monthly searches for these keywords that happen inside my target location. If you remove the location targeting, monthly searches for the keyword “drone” jump from 740 to 134,000.
Now, someone who is using the keyword “drone” could be searching for almost anything, so let’s see what we get if we enter a more relevant term like “drone repair”.
As you can see, the top 5 keywords are identical and even the remaining 4 keywords aren’t really that relevant. What that tells me is that in this location, there really aren’t a lot of searches for drone repair-related keywords.
With that in mind, I’ll probably need to target more generic keywords like “drone” or “dji” and then use my ad copy to qualify my audience.
See why it’s better to do keyword research before you start writing your ads? If you don’t know what sorts of keywords and searches your ads will be targeting, it can be really hard to write compelling ad copy. But still, there’s a trick at the end of this article that will afford you all of this hassle!
Once you’ve identified the keywords that you want to use (keywords that indicate high purchasing/converting intent and have good search volume are always best), click the double arrow on the left of a keyword to add it to your ad group.
In the future, if you want to do keyword research, you can find the Bing Ads Keyword Planner by clicking on “Tools” in the header, but for your first campaign, Bing puts it right in front of you, so we’ll take advantage of that for now.
As you select your keywords, you’ll want to pick a match type for each keyword as well. Here’s a quick overview of each option:
Broad match is Bing Ads’ default match type. With broad match, your fate is completely in Bing’s hands—if they think a search matches your keyword, they’ll show your ad. So, if I bid on the broad match keyword ‘drone’, my ads will probably show up when someone searches “drone maintenance”…and when someone searches for “why drones should be illegal”.
Broad Match Modified
As you can probably imagine, you rarely want to use broad match keywords in a Bing Ads campaign. However, if search volume is low or your target searches are unpredictable, you may want to give Bing Ads some flexibility with what searches will trigger your ads.
Essentially, if you add a “+” in front of your keyword, Bing Ads will treat it as a broad match modified keyword and only show your ads on searches that contain your keyword or a close variation. With broad match modified, the keyword ‘+drone repair’ will show my ad when someone searches for “drone fix”, but not “camera repair”.
Phrase match gives you even more control over which queries trigger your ads. By putting quotation marks around your keyword, you are essentially telling Bing Ads to only show your ads if your keywords show up in the same order as they do inside the quotation marks. So, if I use the keyword “DJI drone”, my ads will show up when someone types in “DJI drone for sale near me”, but not if someone searches for “does DJI make drones?”
The name says it all. When you put your keyword inside brackets, Bing Ads will only show your ad when someone searches for that keyword. So, if my keyword is ‘[drone troubleshooting], my ad will only show up when someone searches for “drone troubleshooting”. If they type in “troubleshooting drone”, they won’t see my ad.
One of the easiest ways to put match types to work is to use something called “single keyword ad groups” (SKAGs). For example, if I was to create a SKAG for my drone business, I might put the keywords ‘+drone repair’, “drone repair” and [drone repair] in one ad group and then focus on creating ads about—you guessed it—my drone repair services.
The great thing about SKAGs is that you basically know why people are seeing your ad. In the example above, I know that a potential customer found my ad because they searched for “drone repair” or a close variant and I can create an ad that is hyper-focused on addressing their needs.
Step 4: Write Your Ad
Okay, now that we know our target location and keywords, it’s time to write some ads! Click on the “+Create ad” button.
There are a few basic things to keep in mind when writing a text ad:
- Include your keywords! (nothing says, “you’ve found what you’re looking for” like seeing your keywords in the title of a search result).
- If you’re local, say so (most people who are looking for a local business will be more likely to click if you include their city in your ad).
- Include your value proposition (what sets you apart from the competition? you should probably mention it)
- Speak your customer’s language (use words and phrases your customers regularly use when talking about your business or product)
- Be personable (use familiar language, especially words like “you” or “yours”)
- Specifics sell (“big sale” is a lot less compelling than “25% of if you order today!”)
- Include a call to action (“click here”, “buy now”, “get your free estimate today”)
- Look at different views (your ads will potentially show up in a variety of places, so make sure that they look good in all 3 previews)
You only have 140 characters to play with, so keep your ad copy focused on what matters most to your potential customers. As you can see in the example above, my drone repair shop copy hits some—but not all of the tips I mentioned. That’s okay. With only 140 characters, something will always have to give.
In addition, you should always plan on testing your ad copy. I might like the ad copy above, but that doesn’t mean my potential customers will. The only real way to perfect your ad copy is to test…and test…and test.
Step 5: Decide on a Budget
The last step before you can save and launch your campaign is to pick your budget. While you can just pick a budget at random and hope for the best, if you want your campaigns to succeed, it’s a good idea to do a little research before you hit “Save”.
Fortunately, if you click “Get performance estimates”, Bing Ads does give you some insight into what sort of results to expect from your chosen budget:
For example, here is what Bing Ads tells me I can expect with the location settings and keywords I showed in previous screenshots. If I’m willing to bid $10 per click and have a daily budget of $100, I can expect 55 clicks a month. Depending on the quality of those clicks, this could either be really exciting or send me back to the drawing board.
Making the Most of Your Bing Ads Campaigns
Once you’re happy with your basic settings, keywords, ads and budget, hit “Save”. You’ll need to enter your credit card information before your ads actually start running, but that’s it! You’ve just created your first Bing Ads campaign.
Of course, this is just the beginning. You’ll need a lot more than one ad group and a couple of ads. You probably want to run a variety of campaigns, ads and ad groups. and you need to test different ad copy and landing pages. You’ll want to revise bids and settings. Ideally, you should be spending several hours a week managing your campaigns.
It’ll be a lot of work, but as new leads and/or sales start coming in, it’ll be worth it.
Here Comes the best part (The Smart and Easy Solution)
We all know that this is very confusing, time and money consuming. and maybe after reading all of this you properly won’t make the best out of your bing ads
convert users or get high-quality traffic for your business.
That’s why we have created InstaScaler, the magical solution that creates ads for your business across hundreds of traffic sources including Bing, Google, Facebook and more…
InstaScaler’s Setup won’t take more than 3 minutes.
Our patented algorithms will automatically analyze your website to generate banners and keywords and find the most relevant and targeted audience for your business. and then send them straight to your website.
All you really need to do is insert your URL, the countries you are targeting customers in, and your traffic acquisition is ON!
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