Why do Bing Ads needs your attention?
You might not have realized it, but Bing reaches a phenomenal number of people on a monthly basis and is a powerful search engine in its own right.
What’s most interesting is that Bing claims to reach 56 million searchers who are not reached on Google.
There’s also a claim made that Bing captures 31% of the US search market. The above statements, and everything else that is mentioned in the graphic, indicate that Bing is not a marketing channel you want to ignore.
In fact, Wordstream has reported that they’ve experienced a 33.5% cheaper CPC, compared to Google, when using Bing Ads. It’s worth noting that because a lot of people ignore Bing Ads, it generally means that there is less competition and hence using the platform is cheaper, especially when looking at a PPC campaign.
Picking the right keywords
When advertising on Bing, you’re going to be running Bing Search Campaigns.
These are similar to Ads Search Campaigns, in the sense that you’re going to be bidding on keywords that will trigger the display of your Bing ad.
As you might’ve guessed, the keywords that you select will have a massive impact on your ability to create campaigns that will generate a positive ROI.
Bing has recently come up with another tool that you can use, called the ‘Keyword Planner.’
The keyword planner is very similar to the keyword tool you’d use for Ads in developing ad text. This is a good thing, because it means you won’t have to learn a lot in order to use it, if you’re already used to Ad.
Using this tool is not too different from what we covered above. Just enter in a keyword that represents ‘commercial intent,’ and then let the tool do all of the heavy lifting.
Managing your campaigns over time
If you’re new to Bing ads, you’ll need to take some steps to manage your online ad campaigns so that they continually provide a great ROI.
One step you’ll want to focus on is adding ‘negative keywords’ to your campaign.
Negative keywords can streamline your campaigns, making them cheaper to run while increasing campaign ROI, at the same time.
When you select negative keywords, you’re ensuring that certain keywords won’t trigger the display of your ads.
If you know your industry well, you might be able to come up with some negative keyword ideas off the top of your head.
However, in most instances, you’ll need to run an ad campaign for a while and then analyze the results.
In doing so, you’ll likely discover some keywords that are generating a lot of clicks, but have yet to produce any meaningful returns.
These are the keywords you’ll want to focus on, when building your list of negative keywords.
Split testing is something else you’ll want to do, when managing your campaigns over time to determine which words ad text offers a higher quality score..
By having multiple versions of a given ad, you can quickly come up with an ad variation that is going to bring you the best returns.
Because you can never be sure that you have the best possible version of an ad, it’s always a good idea to split test multiple variations of an ad, while you have a proven PPC ad running in the background.
Doing it this way will mean that you don’t lose money while you’re running your tests.
You might have tried Ads…
You might have tried Facebook Ads…
You might have even tried LinkedIn Ads!
But, there’s a good chance that you haven’t tried Bing Ads, yet.