Bing PPC Advertising Explained – Bing Ads

Although it plays second fiddle to Google in all matters search engine, Bing is slowly catching up on a number of services and paid search is one of them. When most people hear the word paid search advertising, chances are very high, they are referring to Google Ads 

Google has the lion’s share of the online search market and has for long, overshadowed the likes of Bing and Yahoo. This however doesn’t mean that we should count Bing out, their paid search service called Bing Ads, is equally thriving and deserves attention as well.

Today, thanks to massive upgrades in the search algorithm and marketing campaigns, Bing accounts for close to 25% of the online search volume and the numbers are only growing. Google have stepped up their efforts and are quickly etching their way back into the market which has for long been dominated by Google.

As an advertiser, there has never been a better time to adopt Bing Ads than today. Now that Bing is growing, it is only sensible to take advantage of its paid search service and establish yourself before the platform is flooded.

Here at Runrex, we understand the importance of diversifying marketing avenues and have embraced the use of Bing Ads. In this blog post, we want to take a look at what Bing Ads has to offer and how to get started on the platform;

Bing Ads

Bing Ads is Microsoft’s paid search service which lets you to run ads on Bing pretty much the way Google Adwords lets you run ads on Google. Bing Ads lets you create and run ads on both Bing and its partner networks which are Yahoo and AOL.

The working principle of Bing Ads is pretty much the same as that of Google Adwords. As the advertiser, you select some keywords which best target your products and services and bud on them. When users use the keywords you bid to search for products and services, Bing’s algorithm compares the bids and ad quality of the ads created using the relevant keywords and decides which ad will show on top.

If Bing displays your ad on top and the user click on the ad, then Bing will take a portion of the money from your account pretty much the same way Google charges for clicked ads. So similar are Bing Ads and Google Adwords that there is an option in Bing Ads that lets you to directly sync all your Adwords campaigns to Bing.

This basically means that if you are looking to diversify your marketing campaigns, you don’t have to create separate campaigns for both Google and Bing. You can create an Adwords campaign and import it in Bing Ads. Whatever adjustments you make on Adwords, will be reflected in the Bing Ads and will be update on a daily, weekly or monthly basis depending on your preferences.

How to create Bing Ads

Create a Bing Ads

The first step is to create an account and fill in all the necessary information about yourself and the business you intend to promote.

Choose the basic settings

The next step is to choose whether you intend to import an Adwords campaign or create a new campaign. If you intend to create a new campaign, pick a name and language for your campaign and choose the location that you want the ad to be displayed in. Make the location as specific as possible to better target your audience.

Keywords

The next step is to research the keywords that you intend to use in your ad. Make sure you research the keywords that people use when looking for your services and products. Use the Bing Ads Keyword Planner tool under Tools and use them to get the keywords that best describe your business.

Under keywords there are various matches: broad matches which is the default match type and is automatically run by Bing, the broad match modified which lets you target keywords which match your chosen keywords and close variations.

Phrase match gives you a lot of control over the queries that will trigger your ads- you get to dictate the order which the keywords will show up before your ad is triggered. The last one is exact match which is self-explanatory- the search has to match the keywords word for word for the ad to be triggered.

Create Your Ad

The last step is to write the ads. Here you will need to include some keywords into the ad text, include some location, your value proposition and include a call to action.

Seek professional help

If you are looking to get started on Bing Ads and are looking for professional help, then give us a call here at Runrex. We are a professional digital marketing agency and Bing Ads are one of our areas of specialization. We offer both marketing services and consultation and are willing to introduce you to the journey of Bing Ads.

Give Runrex a call today and take your Bing Ads experience to the next level.