How to Run PPC Ads on Bing – A Comprehensive Guide

Are You Ignoring Bing Ads? Here’s Why You Shouldn’t Be

When it comes to PPC advertising, most people only think of Google Ads. But Bing Ads, now part of Microsoft Advertising, is an often-overlooked platform that can be a goldmine for your PPC strategy. Bing holds around 7.61% of the UK’s search market share, which might sound small but represents millions of searches every day. Plus, Bing’s audience tends to be more affluent and older compared to Google users, making it ideal for certain niches.

If you’ve ever thought, “Does Bing Ads work?”, or “Is it worth the investment?”, this guide will show you exactly how to run PPC ads on Bing effectively.

Key Takeaways:

• Bing Ads can reach a valuable audience often ignored by Google Ads.
• Setting up Bing Ads is similar to Google Ads, but you can transfer campaigns easily.
• Optimising your Bing Ads with the right targeting and keywords can increase your ROI significantly.
• Tracking your ads is crucial for improving performance and ensuring you get the best return on your spend.

Why Bing Ads? The Hidden Benefits You’re Overlooking

Running PPC campaigns on Bing might seem less glamorous, but here are the real reasons you should consider it:

• Lower competition: Fewer businesses advertise on Bing, so you can achieve better ad placements with less competition and often lower cost-per-click (CPC) rates.
• Higher CTR in some niches: Many industries report higher click-through rates (CTR) on Bing compared to Google because of less cluttered search results.
• Audience demographics: Bing attracts an older, wealthier audience that is perfect for financial, legal, and luxury products.

By ignoring Bing, you’re potentially missing out on a large, untapped market that could be more receptive to your ads.

How to Set Up Your Bing Ads Account: Step-by-Step Guide

Creating an account on Bing Ads is quick and straightforward. Here’s how to do it:

1. Sign up for a Microsoft Advertising account if you don’t already have one. Head to the Microsoft Advertising homepage and follow the prompts to create an account.
2. Import campaigns from Google Ads. If you’re already running PPC ads on Google, you can easily import them into Bing Ads. This saves a lot of time and effort.
3. Set your budget and bidding strategy. Bing offers several bidding options, including manual CPC and automated bidding, depending on your campaign goals.
4. Define your target audience. Use demographic targeting options to reach your ideal customers based on factors like age, gender, location, and device type.
5. Choose your keywords carefully. Bing allows you to import keywords from Google Ads or build your list using its keyword planner.

Building Your First Bing Ad Campaign: Make It Count

Now that you have your Bing Ads account set up, it’s time to create a campaign. Here’s how to build an effective one:

1. Pick the Right Campaign Type

• Search Ads: These appear at the top of Bing’s search results.
• Shopping Ads: Perfect for eCommerce businesses looking to showcase products.
• Display Ads: Use these to appear on partner websites in the Bing network.

2. Set Your Targeting

• Bing gives you flexibility with demographic targeting. Choose who you want to see your ads, based on age, location, and even device type.
• Pro tip: Bing tends to perform well on desktops, so prioritising desktop bids may help boost conversions.

3. Use Ad Extensions to Boost Visibility

Ad extensions give extra information, like contact details or additional landing pages, making your ad more attractive.

• Sitelink Extensions: Direct users to specific pages on your site.
• Call Extensions: Add a phone number so users can contact you directly from the search ad.

Optimising Your Bing PPC Ads for Maximum ROI

Once your campaign is live, it’s time to optimise. Here’s where you can squeeze the most out of your Bing ads.

1. Choose the Right Keywords

Bing users might search differently than Google users, so don’t assume your best keywords for Google will perform the same on Bing. Use Bing’s Keyword Planner to discover hidden opportunities.

2. Monitor Your Ad Performance

Track the following metrics:

• CTR (Click-Through Rate): This shows how effective your ad copy is.
• Quality Score: Bing assigns a quality score based on relevance. Higher scores = lower costs.
• Conversion Rate: Measure how many clicks turn into sales or leads.

3. Adjust Bids and Budgets

Once your campaign is running, adjust your bids for better performing keywords and lower bids on keywords with high spend but no conversions. Use Bing’s bid strategy tools for automated bid adjustments.

Tracking Your Bing Ads Performance: Key Metrics to Monitor

Bing Ads offers a range of tools to help you track and improve performance. Here’s what to focus on:

• Conversion Tracking: Make sure you’ve set up conversion tracking to see how well your ads are performing in terms of actual sales or leads.
• Audience Segmentation: Use segmentation tools to view how different demographics are interacting with your ads. Are older users more likely to convert? Adjust your bids accordingly.
• Report Customisation: Bing’s reporting dashboard lets you customise reports to focus on the data that matters most to your business.

Advanced Tips for Bing PPC Success

If you’ve got the basics covered, it’s time to dive into more advanced strategies to give your Bing ads a serious edge.

1. Use Day-Parting

Adjust your bids based on the time of day when your audience is most likely to convert. For instance, if your ads perform better in the morning, increase your bids during those hours.

2. Geo-Targeting

Focus your ad spend on regions where your ads convert the best. Bing lets you target down to a city or even postcode level.

3. Leverage Audience Targeting

With Bing’s In-Market Audiences, you can target people who are actively looking to purchase products or services similar to yours. This can significantly boost your conversion rates.

FAQs About Bing PPC Ads

How does Bing Ads differ from Google Ads?

Bing Ads tends to have less competition and lower CPC, which can make it more cost-effective. However, the audience is smaller than Google’s.

Can I use the same ads on Bing as I do on Google?

Yes! You can import campaigns from Google Ads directly into Bing Ads.

Are Bing Ads worth it for small businesses?

Absolutely. With lower costs and less competition, Bing Ads can be a great way for small businesses to get seen by the right audience.

Ready to broaden your reach and unlock the full potential of your PPC strategy? Apex Marketing Solutions is here to help you harness Bing Ads to connect with a high-value audience, reduce costs, and maximise your ROI. Partner with us to craft targeted Bing Ads campaigns that drive results and help your business thrive. Get in touch with Apex Marketing Solutions today to begin your journey towards more effective, cost-efficient advertising!