Bing Pay Per Click Ads – How to set up?
Use of search engines as a form of advertising is a well-known way to get customers to buy your products. However, most people only think of advertising using Google AdWords but we recommend you also consider using other search engines.
Bing is one such search engines. It reaches a good number of people monthly. The site claims that it gets about 5.5 billion monthly searches. Bing serves 31% of the US search market. These statistics show that Bing is a search engine that you should not ignore. Additionally, there is little competition on Bing and if you choose to use Bing ads, you will pay a cheaper price compared to other competitive PPC campaign sites such as Google Ads. In this article, we make it easier for you by showing you how to set up your PPC campaign using Bing Ads. Now you do not have an excuse why you should not set up your campaign.
Create a Bing Ads account
You will first have to create your Bing ad account at https://bingads.microsoft.com. If you do not have a Microsoft account, you will need to create one but the process is not very involving. The process also gives you an option to create a new campaign or import a previous one you might have been running on AdWords. However, if you are not running ads on Google AdWords, skip this step.
Research your keyword
You Bing search campaign is similar to AdWords Search Campaigns in that you will bid for keywords that will lead to increased traffic on your site. We suggest you use keywords that have a high purchasing intent. Although these are more expensive compared to others, they provide a higher conversion rate and they are in more demand compared to others.
Bing has a tool that you can use to search for keywords that you need to target in your campaign. You can find it on tools and then you choose research keywords. Bing also has another tool referred to as the keyword planner that you can use. Enter a keyword with commercial intent and the keyword planner will give all you need to know about that keyword. Further, you can use the keyword suggestions tab that will suggest to you keywords that you can use to improve your quality score.
Come up with your campaign
Once you know the keyword you want to use, the next step is coming up with your campaign. On the dashboard, you will see a create campaign tab, click on it and choose your campaign goal to give Bing an idea of your campaign purpose. You will also be able to choose the daily budget and the name of the campaign. You will also choose the location where of your target customers.
Enter your keyword and choose the match type
This is the next step where you enter the keyword you had already chosen and search the match type. Match type is the circumstances under which your keyword will be shown to users. You can use the four options below
The broad match is the default option and your ad will show for all the search queries that have your keyword or a synonym of your keyword. For instance, if your keyword is cat food your ad may show for cat food or for best cat food.
Broad match modifier where you add a plus sign to your keyword to lock the word in place.
Phrase match is where you use quotation marks around the keyword to ensure that the order of the phrase and the words in the quotation will have to stay the same.
Exact match is where queries have to match your keyword.
Write the ad
The ad should have your keywords and be enticing enough for users to click on it. Bing will provide you with a dashboard to show you how your ad will look like on the search results both at the top and on the side. The site will also show how the ad looks like on a mobile device. You should include the search terms that will result in higher conversion rates. Use local identifiers in your ad. Write your ad in a simple language and include a call to action. Ensure your ad is within the allowed number of characters and use your keyword in the ad.
Manage your campaign
Once you have set up your ad, you will want the ad to continue giving you a good ROI. Here are a few steps you can use to manage your campaign
Use negative keywords. This ensures that certain keywords do not trigger the display of your ad. Such keywords streamline your campaign and will make it cheaper to run the campaign in the long-term
Create additional ads for testing. In such instances, you might notice some keywords that are generating a lot of clicks and yet you have not used them in your main ad. These are keywords you can focus on during your next campaign.
Use advanced targeting options so that you can know whom to target with your ad. For instance, you might notice that more people using mobile phones are clicking on your ad. This will help you to focus your campaign on this target group by adjusting the settings.
Maybe you thought that Bing ads did not deserve your attention but it is clear from this article that you should not ignore it. At PPC Hire, we have a dedicated team of PPC specialists that will help create your ad campaign and optimize it to the right audience. Contact us for all the help you might need creating your Binge ad campaign.