Bing Ads Campaign Tips

Bing currently holds 31.3% of the world internet search market share, incorporating over 160 million unique visitors. With 5 billion monthly searches, Bing from a vertical perspective dominates the market in paid search clicks within the travel industry, as well as the education, telecom, auto, and business industries.

Just below half of all retail searches are also conducted over Bing. Bing’s users serve a unique demographic that advertisers can target for niche marketing. Nearly 40% of Bing’s users are between 35-54 years old; nearly a third of all users have graduated college; and almost a third of searchers have a household income of $100,000 or more.  

In fact, it’s estimated that one Bing Ad buy can reach over 168 million searchers on the Bing Yahoo network. Businesses have been skeptical of using Bing Ads, but why?

Bing Ads has recently optimized its campaign setup process, allowing businesses more options for features, extensions, and multiple ad developments during the initial setup process.

This will allow you to import paid search campaigns from previous Bing Ads, Google AdWords, a file, or researching keywords. During the initial setup, Bing will give analytics of search volumes, average CPC, and the degree of competition for targeted keywords. Finally, Bing’s initial campaign setup process will also allow businesses access to numerous marketing extensions, campaign estimates, and location targeting options.

Bings Ads Quality Score is different from Google AdWords Quality Score, providing greater emphasis on keyword relevance and CTRs. One advantage of this is that a greater Quality Score can be given to advertisers in lower positions based on a ratio of your CTR as compared to competitor CTRs. Bing Ads also give businesses access to Yahoo’s vast Syndicated Search Partners Network, which can be essential when targeting specific vertical fields.

Bing Ads are comprehensive and growing incredibly popular by the year. Bing Ads biggest benefits lay in its searcher demographics. Whether you’re a local businesses or a major travel agency, Bing Ads can be just as effective as Google AdWords in targeting users and gaining a high ROI. Here are the 5 best practices in optimizing a Bing Ads campaign.

5 Best Bing Ad Practices

1. Device Targeting

Bing Ads allow business to customize ads and render them for different OS systems and user devices. This allows business to customize landing page experiences and provide different bids for devices that create more conversions. Targeting mobile PPC bids can allow for higher listings that drive more CTRs; consider the smaller screens that a mobile experience allows and the limited SERP listings that users will search through. Bing Ads campaigns allow for mobile preferred options that display specific ad setups for mobile devices and others for standard desktop devices.

2. Broad Match Keywords

It’s estimated that broad match keywords can give businesses 70% more clicks and 56% more conversions. The key to broad match keywords is that they have a lower CPC and present an even higher ROI in the long-run.  Bing Ads Intelligence is a unique tool that can help aggregate and target broad match keywords and analyze expected campaign performances for these keywords.

3. Text Feed Optimization

It’s key, like any listing, to correctly fill out the appropriate store name and required fields so that Bing may display your product in search queries. Highlight query details for better matches and create a product target that includes all of your products so Bing can best optimize what show s up in a query. Inserting negative keywords can help Bing not show products that are not specific to search queries. Group products based on the specific interests of searches as this will help drive greater CTRs and this will help you manage the analytics of specific target products.

4. Location Targeting

Location targeting is especially key for local SEO. Bing provides a location targeting option that matches specific products in Bing queries to location specific users. Bing provides zip specific location targeting as well as polygonal map outlines of specific regions you wish to include in local search results. Considering three out of four mobile searches result in purchases for local stores, this can bolster a local SEM campaign immensely and drive revenues for your business.

5. Analytics

The Bing campaign planner provides immense analytics tools that provide vertical statistics, statistics by category, and competitor statistics. This helps in deciding what bids you will place for specific keywords, give insights into keywords your products showed up for, and Bing will give advice for new keyword targets and the bids that should be placed on them.