Bing is a highly popular search engine with more than one billion monthly users. Although it isn't as popular as Google, Bing is still a powerful search engine.
If you are running paid ads campaigns, it might be a mistake not to use Microsoft Ads (formerly Bing Ads).
Let me now show you why it may be worth launching a Microsoft PPC campaign.
Why should you run a Microsoft Ads campaign?
Bing can be the missing piece in your marketing strategy, depending on who you are targeting and what you're selling. Here's why.
First, Bing has a 6.7% market share. This makes it the second-largest global search engine. Although this may not seem like much, there is huge growth potential.
Next, more than 1 billion people use Windows 10 Microsoft also owns Bing so they redirect a lot traffic to their search engine through Cortana or the search bar at bottom of the screen. This is some reliable, easy traffic!
According to a Wordstream Study, the average Click-Through Rate (CTR), for Bing Ads, is 1.25 percent while it's 0.86 percent for Google Ads.
It seems like something worth paying attention to.
How to set up your Microsoft Ads Campaign
Are you ready to get started? Great. It is easy to create your first campaign. Let me show you how.
1. Register for a Microsoft Advertising Account
You will need to have a Microsoft Advertising account in order to start Bing Ads. You can sign up for free and use your existing email address.
To register, first visit Microsoft Advertising and click “Sign up Now”.
To create a new Microsoft Advertising account, click the “Create one” button on the next page.
To manage your Microsoft Ads account, you can either use an already existing email address or create one.
Follow the instructions on screen. Next, enter some basic information such as your name and business location. You must agree to the Terms of service and create an account.
2. Import an existing Google Ads Campaign (Optional).
Do you have a Bing Ad that you are creating from scratch? Step 3. This step is for those who have a Google Ads campaign that you wish to run on Bing.
Go to your top menu and select “Import”, then click on “Import from Google Ads”. Next, sign in to Google. Click on “Choose Accounts”, select the account that you wish to import an advertisement from, and then hit “Next.”
If you are happy to import your Google Ad without any changes, please name the campaign and hit “Start Import” to modify things such as your bids or bid strategies.
You can import multiple Google Ads at once. You can import up 10 Google Ads at once, and the steps are almost identical.
Double-check your campaigns after they have been imported. Pay particular attention to your budgets, targeting settings, bids and budgets.
You can make any necessary adjustments and you are good to go.
3. Select the right keywords
You must choose your target keywords before you can create your Microsoft Ads campaign. If you don't choose the “right keywords” for your ads, they won’t reach the right people.
While the average keyword receives 989 searches per month (the median search volume) It's important to narrow down the keywords that are most popular in your niche.
How can you find the best keywords? You need to do some keyword research. Microsoft advertising comes with a keyword planner that will help you to do exactly that.
Sign in first. Click on “Tools” in the top menu. Scroll down to “Keyword planner.” Enter details such as your business name, address, and service. The keyword planner will then suggest keywords for you to bid.
You can improve search results by entering keywords that you are familiar with and noting any negative keywords that you would like to be removed from the results.
To help you focus your keyword research, you can also look for trends and search volumes.
How can you choose which keywords to target? Keep your focus on keywords that are related to “commercial intent.” These keywords are what people use to sign up for a service or buy a product. It makes sense to target these keywords in your Microsoft ads.
You might say that you sell wine. You might also use the phrase “buy wine”, as most people searching for this keyword want to buy wine. This list will appear when you search for the keyword and any related suggestions.
All columns are important, but pay particular attention to CTR and cost per click (CPC). CTR is a measure of how many people are clicking through an ad. This can be compared to the cost of an average click to help you decide which keywords are best for your campaign.
You don't have to stick to Microsoft's keyword planner. Ubersuggest also offers keyword suggestions. You can use these keywords to inform your ad.
4. Make Your Microsoft Ads (Bing Ads!) Campaign
After you have created your account and done your keyword research, you can create your first Bing Ad. This step is for you if you did not import any campaigns from step 2 or if you are creating a new Microsoft Ads Campaign.
Go to your “Campaigns”, then click on the “Create campaign” button at the top of your screen.
Next, decide what your goal is for your Microsoft Ads campaign. You could set your goal to convert visitors to your website, run dynamic search ads, or sell products from your catalogue. The setup wizard guides you through all the options.
Follow the instructions on screen to complete your Microsoft Ads Campaign. Your ad will be live once you click “Save”.
To maximize your reachability, customize your parameters before you start setting up your Microsoft ads. You can choose when you want your ad to be shown and which age groups.
You can get the best out of your Microsoft Ads by setting up custom parameters.
5. Keep track of your results
While it is great to set up a Microsoft Ads campaign you must also ensure that it delivers the results you want. You need to measure two metrics in order to assess the effectiveness and efficiency of your campaign: conversion rate, CPC.
Your conversion rate is a measure of how many people take the desired action via your ads. Also, assessing your CPC will show you if your budget is too low.
These metrics can be tracked in a number of ways. Let's begin with conversion rates. Simply click on the “Campaigns” tab to track conversions. The number in the “Conv” column will be displayed.
This tab will allow you to see how many conversions your campaigns are generating. This tab allows you to track everything, from impressions to CTR, from one page.
You can also view your CPC under the “Campaigns” tab. You can check how much you spend per click, and make sure it is in line with your marketing budget and expectations.
Spending too much on keywords? Consider bidding for different keywords, or changing your campaign in some way.
5 Tips to Create a Successful Microsoft Ad (Bing Ads Campaign
Microsoft Ads campaigns are more than keyword research and metrics tracking. These tips will help you get the best out of your campaign and maximize your return on investment.
1. Know Your Audience
It really depends on the product you are selling and the target audience you're trying to sell it to. may prefer Bing over Google if they are looking for wine boxes that target middle-class Americans 45+.
How do you know if Bing is worth your time? Create a profile of your customers. Identify the people you are targeting and their preferences.
Are you using a tool such as Google Analytics? Check your demographics data. You might not see the results you want from Microsoft ads if you are trending towards a younger audience.
2. Import high-performing Google Ads
It makes sense to import high-performing Google Ads campaigns into Microsoft Ads. You can create completely new campaigns or import existing campaigns. However, this will save you time and help you save effort.
Are you unsure which Google Ads campaigns should be imported? Consider which campaigns are most likely to appeal the audience you're targeting with Microsoft Ads. Then, work from there. These campaigns can be removed and reimported later.
Last point: Before you go live, make sure everything has moved seamlessly from Google Ads into Bing.
3. Increase Your Targeting
A recent survey found that 71% of respondents prefer ads that are specific to them. You must make sure your Microsoft Ads target the right audience to get the best results. How can you do this? You can pull multiple analytics reports.
You could, for example, track segments such as:
- Time of day
Imagine that you find that mobile devices convert the most on weekends before 5 pm. Now, you want to make sure your ads are appearing most often at this time in order to maximize conversions. This is the best way to maximize your ROI and get the most out of your budget!
All the tracking tools that you require are available on the “Campaigns” page.
4. Use the UET Tag
You need to create the “Universal Event Tracking (UET) tag in order to accurately track your conversions. Why? This tag lets you see exactly what users do once they click on your ads and visit your website.
A UET tag is a way to determine if someone clicks on your landing page and commits to making a purchase.
It is easy to set it up. To identify the campaign, first go to your “Campaigns”, click “Conversion Tracking,” then “UET Tags.” Enter your website URL in the description box. Save the tag that you just created.
Copy the code and paste it on the pages you want to track. WordPress plugins are a great option.
Last, you should add conversion goals to your tag. These could be tracking how long someone spends browsing your site, or even the number of purchases they make.
If you are new to UET tags, the Microsoft support page provides more information.
5. Check Your Quality Score
Your Bing Ad's quality score is a measure of how well your Bing Ad compares to other ads. It is based on three factors: CTR, relevancy to the ad and experience with landing pages. These are the results:
A low quality score means that your ads will not appear as often as you want, while a high quality score means that your keywords and CTR are competitive, which means your ad appears more often.
Click the “Keywords tab” on the “Campaigns page to view your score. Then, check out the “Qual” column. score” column. It is important to check it often to ensure that your Microsoft ads are performing well.
FAQs about Microsoft Ads (Bing Ads).
Why would you want to run a Bing Ad campaign?
Though it’s not as big as Google, Bing is the world’s second largest search engine, meaning there’s still tons of potential for you to reach new audiences. Bing also has a higher click through rate for its ads. That’s why you should consider Microsoft ads.
How do I track my Bing ads
Bing comes with a built-in tool to track your ad's metrics. You can view conversions, CPC (and how you're spending it), CTR, impressions and other metrics in your ad campaign by going to the “Campaigns” tab.
How do I make a Bing ad that is successful?
To create a successful Bing Ad, you must first know your audience and then import high-performing Google ads. You should also improve your targeting and use the UET tag. Finally, monitor your quality score.
How do you create a Bing Ad?
First, you need to create an advertising account at Microsoft. You can also import existing Google Ads campaigns if desired. Next, use Microsoft's keyword planner to choose keywords. After you have completed these steps, you can create your ad with Bing “Campaigns”. The setup wizard guides you through each step and all the options. You can track your results with Microsoft Ads' built in tool.
Conclusion: Microsoft Ads (Formerly Bing Ads).
Although Microsoft Ads may not be for everyone, it's worth taking a closer look. These ads are a cost-effective option to Google Ads for many businesses. Others might prefer to run PPC campaigns on both platforms.
You can only learn by trying them out yourself. It is easy to set up a campaign. You might also consider importing an existing Google Ads campaign that has been performing well and see how it works.
Are you ready to launch your first Microsoft Ads (Bing Ads), campaign? What are your thoughts?
By: Neil Patel
Title: How to Set Up a Microsoft Ads (Formerly Bings Ads) Campaign
Sourced From: neilpatel.com/blog/bing-ppc/
Published Date: Wed, 13 Apr 2022 16:49:43 +0000
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