Bing PPC Management Guide: Mastering Bing Ads

Is Bing Ads a good investment? How to get the most out of your invested PPC budget with Bing PPC management?

It’s quite likely that this question crossed your mind a few times. And we’re here to give you an answer.

Estimated reading time: 5 minutes

The Mechanics of Bing PPC Ads

How do Bing PPC Ads work?

Now, the first thing that you need to know when using Bing Ads (also known as Microsoft Advertising) is this: your advertisements will appear on three different search engines: Bing, Yahoo!, and AOL. Because Bing is the most popular of the three, we will mostly discuss this search engine. But don’t forget that Yahoo! and AOL are also part of the picture.

Although Google is, by default, the most used search engine, Bing is not far behind. In fact, it is one of the most popular search engines, next to Baidu and Yandex.  

Who Uses Bing Ads?

  • People over 35
  • People with higher incomes
Bing demographics
Source: Microsoft Ads

You should invest in ads on Bing if your usual clientele meets the aforementioned criteria. To find out this information, take a look at your marketing statistics and your buyer persona

But there are other factors that you should take into consideration, such as:

  • The number of platforms – when you use Bing Ads, your advertisements will appear on three search engines.
  • The average cost-per-click – for Bing, the average CPC is cheaper than the one for Google.
  • The competition – there is less competition on Bing, which means your ads can show up more.
  • The adoptions are essentially similar types of ads on Bing, making the advertising process easier.

If everything checks out for you and you’re curious to see how Bing PPC works, then read on:

The Mechanics of Bing PPC Ads

The Mechanics of Bing PPC Ads

Essentially, PPC works in the same way it does on Google Ads:

  • You bid on keywords
  • Your ads show up when a person uses the keyword you bid for
  • You pay Bing when the person clicks on your website

But how do you create a campaign on Bing Ads? In order to start a campaign on Bing Ads, these are the steps you need to follow:

  1. Create a Bing Ads account and add your payment information
  2. Set up conversion tracking and create your UET (universal event tracking) tags
  3. Copy the UET tag code and paste it into the header file of your website 
  4. Set up your conversion goals 
  5. Create a campaign 
  6. Choose the goal of your campaign- here you have the following options: visits to my website, visits to my business location, conversions in my website, phone calls to my business, dynamic search ads, sell products from your catalog
  7. Choose the campaign name, budget, location, and language
  8. Create your ad groups- you should create only a few for each campaign 
  9. Use a keyword planner to find the most relevant keywords for your ad groups- here you can use broad match keywords, exact match keywords, and negative keywords 
  10. Create your ads- the best practice is to create 1-2 ads per ad group

Bing Ads Types

The types of ads you can find on Bing are:

  • Expanded text ads
  • Dynamic search ads
  • Product ads
  • Microsoft audience ads
  • Microsoft advertising in Bing Smart Search
  • App install ads
  • Responsive search ads

Bing PPC Management and Optimization

From a technical point of view, advertising on Bing and Bing PPC management is different than your usual Google Ads game. But although different, the PPC advertising techniques for all of these platforms have one thing in common: in order to work well, you need to optimize them.  

And it’s not a surprise that constant optimization takes time and resources. But what might come as a surprise is this: to have a successful marketing strategy, you don’t necessarily need to learn by heart how to make PPC ads on Bing. Also, you don’t need to bother optimizing your ads. 

How does it work?  

It automates all processes related to keyword maintenance, campaign optimization, and bid changes

What does that mean?

This means that you and your team will no longer waste time on advertising campaigns. You don’t even have to waste time learning how Adspert works because it’s 100% Plug and Play. 

Bottom Line

In conclusion, investing in Bing Ads requires considering various factors such as the target demographic, visibility across multiple search engines, cost-per-click, competition, and ad formats.

Understanding the mechanics of Bing PPC Ads and following the necessary steps to create a campaign are essential for leveraging this advertising platform effectively.

Alternatively, for a streamlined and automated solution, a bing PPC management tool like Adspert offers a time-saving approach by optimizing PPC through automated processes for keyword maintenance, campaign optimization, and bid changes.

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