How To Run Bing Ads – Google is undoubtedly one of the largest and most famous search engines in the world, performing over 70,000 searches per second. But with a 33% U.S. market share and billions of daily global searches, Bing is second to none.
If you use Google Ads, you may want to consider extending your reach to Microsoft Ads, the provider of the Bing search engine.
How To Run Bing Ads
How about setting up Bing Ads from scratch? If you already have Google Ads, importing Google Ads into Bing can save time and effort.
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We’ve looked at the benefits of using Bing Ads in detail before…but if you’re considering expanding your paid search campaign, these are some of the best reasons to use Microsoft Advertising instead of (or maybe?) Google Ads.
With its vast global reach, Google has a clear advantage. But it also makes high-volume keywords inherently more competitive.
While Bing has a smaller reach than Google, it makes it easier to rank for these competitive keywords. Plus, some Bing clicks cost 33-45% less than Google Ads.
Microsoft’s schedule is based on where the person viewing the ad is located, not your time zone. This means your international audience will see your scheduled ad according to their time zone and not yours. Advertisements in your time zone differ slightly from Google’s.
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Bing Ads can give you a better ROI because the CTR (Click Through Rate) is higher and the CPC (Cost Per Click) is usually lower.
Bing enables you to directly import existing Google Ads campaigns using a simple import tool.
While there are tools you can use to import Google Ads into Bing, it’s actually quite easy to do yourself. Even if you’re not super techy, you can migrate Google Ads to Bing in minutes.
Step 2: Look at the top navigation bar and select ‘Import Campaigns’, then click ‘Import from Google Adwords’ in the drop-down menu.
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Step 3: Sign in to Google and a popup will appear asking which Google account you want to sign in with.
Step 5: You will be asked if you want to import all events or selected events. If it’s a specific campaign, click the switch and select the campaign to import and continue.
If you want to run your campaigns in Google Ads and Bing Ads, you also need to track performance. But logging into two different analytics platforms can be a pain, so what can you do?
Fortunately, you can check your Bing Ads performance in Google Analytics. Much easier than logging into Bing Webmaster Tools…
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By linking Bing Ads with Google Analytics, you can track your ads and get a better overview. By doing this, you can track user numbers, transactions and revenue. Even if that’s not compelling enough, you can compare this data to other traffic sources.
Google Analytics standardizes attribution models across all advertising platforms. Unlike other platforms like Facebook and Bing, it uses an indirect click attribution model.
With Google Analytics, you can also gain more control over the tracking of other parameters, such as geographic location and when your ad was clicked.
Once this is done, you can choose between two options – replace the existing label with a new one or keep the existing label. If you’ve set up custom Google Analytics tags, the options you choose are important.
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While Google covers over 86% of the world’s searches, a fraction of what we might think of is actually equivalent to 12 billion Bing searches per month.
Bing also uses most of the smaller search engines like Ecosia, Yahoo, and DuckDuckGo. It is also the default search provider for the Microsoft Edge browser and provides results for voice searches using Cortana on Windows PCs.
While your reach may be lower, you may have less competition to bid and a lower overall CPC (cost per click).
When importing Google Ads to Bing Ads, don’t forget to protect your campaigns from click fraud.
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Invalid traffic, also known as click fraud, affects all paid digital advertising, including Bing Ads. Inhuman clicks, false ad impressions, and malicious clicks from competitors or fraudsters are a billion-dollar problem.
Since working at the company, Oli has become a click fraud geek and now annoys people at parties with click farms and Internet traffic stats. When he’s not writing about ad fraud, he’s helping businesses optimize their marketing content and strategies through his content marketing firm. When planning a new advertising campaign, it’s easy to do away with Microsoft Advertising (aka Bing Ads) in favor of Google Ads. .
But before you say goodbye to Bing, you might want to consider this: Even though Google is the most widely used search engine in the world, people still use Bing for more than 12 billion searches every month. These users are unique. About 38 percent of them make $100,000 or more a year, 33 percent have a bachelor’s degree, and most are 24 or older.
But that’s not all. Currently, Bing Ads reaches 44 million desktop users, while Google Ads does not. This tells marketers something important: if you ignore Bing Ads, you limit your reach.
The Microsoft Advertising (bing Ads) Guide
In this article, we’ll tell you everything you need to know about Microsoft Advertising, including advertising on Bing in 2021, how to set up a Bing Ads campaign, and how Bing Ads compares to Google Ads.
Microsoft Advertising is an internet marketing service that allows brands to advertise their products, services, websites and stores in search results on the Bing platform. It’s a form of search marketing—specifically, pay-per-click (PPC) advertising that provides people with sponsored listings alongside organic search results.
You may have heard people refer to Bing Ads as “Microsoft Advertising” or “Microsoft Bing Ads.” Microsoft rebranded Bing Ads to Microsoft Advertising in April 2019, although many digital marketers still use the terms interchangeably.
While all PPC ads look the same at first glance, Bing Ads offers many different types of ads to suit different campaigns, businesses, and internet users.
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Expanded text ads are the typical PPC ads you’ll find in search results. These ads have three main components.
Expanded text ads appear naturally in search results. This makes them ideal for businesses looking to increase traffic to their website or eCommerce store.
App install ads look very similar to expanded text ads, but instead of linking to a website, they direct customers to the Google Play or Apple App Store. These ads include:
App install ads are only available for iPhone and Android devices. They also only apply to app marketing brands.
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Dynamic Search Ads are expanded text ads that target niche search results by matching your webpage with search results for similar products or related keywords. Sometimes Bing Ads also creates custom ads that best match the search intent.
Dynamic Search Ads are best for brands with a wide range of products or brands that don’t want to do manual keyword research and choose targeted and negative keywords.
Bing displays Smart Search ads in the Start bar on Windows computers when someone starts a Bing search using the bar. These ads include:
Smart Search Ads are for brands looking to promote a product, website or store. However, they are currently only available in the US, UK, France, Germany, and Canada.
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Display ads use images and other visuals, such as infographics, to compel users to click on them. Display ads include:
Display ads are best for brands with larger budgets, as Microsoft recommends that brands limit ads to 4 descriptions, 15 headlines, and 16 images. Bing Ads mixes these elements to create targeted ads for specific search results.
Product Ads are sponsored product listings that Bing Ads shows to people searching for related products. For example, Bing Ads will show ads for flip flops and sandals to someone searching for “slippers.” Product ads include:
Bing Ads uses the suggestions you provide to automatically create responsive search ads for you. To set up auto-responsive search ads, you can create up to 4 ad copy and 15 headlines. Bing then mixes them up to create targeted ads. After Bing serves these ads, it ranks their performance and prioritizes the best ads.
What Is Microsoft Advertising & Bing Ads?
These ads are best for new users who want to use Microsoft Advertising’s automatic ad optimization.
Microsoft Audience Ads are native ads placed by Bing within articles published on Microsoft Audience Network sites. Audience ads are matched to page content, including:
Bing Ads uses artificial intelligence (AI) and machine learning (ML) to target ads based on consumer intent signals. It analyzes a user’s search history, current browsing session data, and demographic information for these signals.
So, how do you go from the Bing Ads landing page to a full-fledged campaign? In this section, we’ll walk you through the process of setting up a Bing Ads campaign in 7 easy steps.
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Before you start
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