Thinking of Setting Up Some Bing Ads? Here’s How to Do It Correctly

You’ve already set up your Google ads account, and the results have been oh-so-worth-your-while. The ads have driven sales and pushed product, but with such success, certainly, there should be another way to keep this plane flying, right?

Well, yeah. Of course. Buckle in, Co-Captain. We’re about only now hitting 50,000 miles on this baby.

Bing Ads: Another Frontier

Think of Bing ads as another frontier to conquer, kind of like you’re Captain Kirk from Star Trek. (Also don’t act so surprised that we’re a bunch of incredible nerds.) Don’t worry, though. We won’t let Bing ads be your final frontier, Cap’n. Before we lead you to the new galaxy of advertisements on another search engine, let’s discuss why it’s worth your while to utilize Bing Ads.

Why Bing Ads?

bing ads

In many ways, Bing ads can actually outsell and outplay Google ads. No, we’re not endorsed by or endorsing either company. We’re just here to offer you the facts.

Bing has been known to have less competition than Google due to less competition and reduced cost per click, according to an article by Wordstream. Cost per click, or CPC, have been notably cheaper than Google, with an average of almost 33.5% cheaper based on CPCs. Cheap isn’t everything, either. These same ads also placed better than their Google counterparts! That’s definitely noteworthy.

As discussed by Search Engine Land in their article about why you shouldn’t miss using Bing Ads, the number one reason is the Bing Ads app, which is available for both Android and iPhone. The app can provide significant insight into the world of your ads, making life especially enlightening and easier for account managers. Now, instead of having to be in the office to manage or breeze through data, the Bing Ads app can allow you to check your performance on the fly on your phone quickly.

And, if you need just one more source to burn into your brain on why you desperately need Bing Ads in your life, you can check in with Small Biz Trends with their 15 Reasons discussion . Their number one point is that Bing can help you reach 33% of the consumers in the US. Those that search on Bing and Yahoo see advertisements powered by Bing. And according to ComScore, Bing receives a whopping 6.2 billion searches in a month! Those are numbers that naturally add up.

Or should we say, AD up?

No? Shouldn’t we? Okay, then, we didn’t say that.

Regardless, hopefully, at this point, you’re onboard for scoring your business some vital new ads to place.

Setting Up Bing Ads

Alright. Get ready to dig your heels in, because here we go!

Create an Account

bing ads

First, like almost anywhere on the internet, you must create an account at Bing Ads by following this link. Once you’ve clicked Create Account, of course, fill in the relevant information with passwords you will hopefully remember and not need to reset eight times in a week. But also, as always, make them secure passwords.

Know Your Keywords, Use Them Wisely


Using Bing Ads means using Bing Search Campaigns, which yes, is similar to AdWords Search Campaigns since you’ll still be bidding on the keywords that represent your company and cause your ad to display for that keyword.

Campaigns should focus on commercial intent. Yes, they are more expensive, but that is because they are the most valuable and have the most competition among your ad group bidders. In the end, they just have better conversion rates, meaning people that are searching for that keyword or key phrase aren’t messing around, they’re ready to commit to buying. If someone pays for your product as derived from seeing your ad, your return is far better than keywords that haven’t returned any profit.

Not sure what keywords would really benefit your business? Lucky for you, Bing’s got that covered. Once you’re in your account, go to Tools > Research Keywords. Entering terms you think would be helpful to your company will return more profitable, better-selling words you should consider for the maximum turnaround.

Creating A Campaign

bing ads management

Once you’ve researched keywords and are raring to go, you’ll next go to your Bing Ads dashboard and go to Create Your 1st Campaign (helpful hint: it’s a button you’re looking for). Fill in the data as it is displayed.

You’ll notice there are Advanced Location Options in this campaign form. If you are planning to use geo-targeting, or ads based on a visitor’s location, use IP/WiFi/GPS. Geo-targeting can be as specific as narrowing your ad down to those in a particular city. If you’re a shoe store in California, it probably won’t help to have Pennsylvania residents see your ad. Geo-targeting and advanced location options can be helpful if you’re a local-only type of business. If you’re an international corporation, it may be less beneficial to use geo-targeting.

Next, you’ll simply write your ad. We say “simply,” but we don’t really mean it, to be honest. Ad writing is somewhat of an art. Read Bing’s tips on what makes an ad worthwhile and better conversions. Stay relevant, set your company apart, etc.… you get the picture. Especially make sure that the link you provide is the correct link for the ad you are creating.

Provide Your Keywords

From here you’ll select the Type and Bid, meaning the type/category of the match (which different matches can cost different prices). Decide based on your budget and how specific you wish to be on how much you’ll bid to be shown when someone enters these search terms.

After you’ve bid, you’ll have more settings to consider.

(Hopefully) Helpful tip: Search network bid means how you’re up for paying PPC (pay per click) for your ad. Setting a budget determines the score of your PPC campaign. This number is directly related to Bing’s suggestions for what you should pay based on your keyword selection and the type you ended up choosing.

If you’re good to go, click Save and add payment, in which, of course, you’ll need your credit card.

Ad Maintenance

Bing ads setting up

You’ll learn what you should be changing and updating as your campaign performs (don’t forget to use the excellent app!). Don’t be discouraged. If you need specific help, seek out Bing’s helpful professionals.

Once you’ve gone pro with the basics, consider a few advanced changes such as split testing. Split testing, or creating multiple versions of an ad to identify which ad sells best, will provide you with raw data on what consumers are looking for, all while having a well-performing PPC.

Also, consider looking into adding negative keywords (this makes your ad campaigns cheaper to run and will heighten your campaign’s ROI). That probably means more research. Learn what your industry’s negative keywords are and how to target your ads better.

Beam Me Up, Scotty

bing native ads

There are a zillion reasons to look into adding Bing Ads to your team’s repertoire. Consider them, research even more reasons, and then when you’ve decided this is the route you’re looking to take, re-read this guide.

Until next time, Live Long and Dominate.

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