Bing ads and Google AdWords are two of the most popular PPC managers. Although, Bing has a smaller search engine market share and less advanced user interface, investing time and money in Bing ad activity will be worth it. The results could be similar, or even better than those from AdWords.
First, you need to create a Bing account – click on this link and follow the steps:
Once done, the main page also called campaigns, will look like this:
You will notice that both AdWords and Bing have a similar UI. Thus, if you’re familiar with Google then learning Bing will be easy for you. Let us understand the terms used in Campaigns first.
- Campaign: It shows which campaigns have you created. In the extreme left side, you can see if it paused or is active. You can enable, pause or delete selected campaigns in the edit tab.
- The budget shows your budget amount for every campaign that you’re running. The maximum amount you will spend per day, depending on your budget type (daily – standard, daily – accelerated, shared – standard, or shared – accelerated).
- Delivery: Delivery status tells you if your campaign, ad group, ad, or keyword is operating correctly.
- Campaign type determines where your ad shows and the settings and options available for you.
- Bid strategy shows how you want to manage your bids.
- Clicks are what you pay for.
- The impression is the number of times an ad has been displayed on search results pages or other sites on the Yahoo Bing Network.
- CTR: The number of times an ad was clicked divided by the number of times the ad was shown (impressions) during this period.
- Average CPC: The total cost of all clicks on an ad divided by the number of clicks during this period. This is the average amount you’re actually charged each time your ad is clicked.
- Spend: The sum of your cost-per-click (CPC) charges for your ads and keywords.
- Average Position: The average position on the web page for ads that were delivered during this period. Although it varies, positions 1-4 appear at the top of the search results page and positions 5-10 appear in other locations (for example, the sidebar).
Bing Campaign Setup:
Click on the green box that says “create campaign”. A new page will open asking you to select the goal of the campaign. For eg – we select the first one, visit my website.
There are 4 tabs which we will go through in a sequential manner.
The first is the campaign settings. Here you need to write the campaign name, budget, language and location of your ads to be displayed.
Next, you need to create an ad group name and choose a set of keywords. Enter your keywords in the bottom left box below.
Now that you’ve created your ad groups, you need to create your ads. You can also include extra features with your ads, called ad extensions. Final URL is your landing page — in other words, the URL of the page that displays after a customer clicks on your ad. Ad title is the most prominent part of your ad and serves as a link to your website. Ad text is like the description of your ad. Your mobile URL is the webpage where people go to after clicking on your ad on a mobile device. Once done, you can view your ad in the right half of this page, as shown in the screenshot below.
In this final step, you decide how much you want to bid for your keywords. You can also make any other adjustments to your settings. You can either choose between an individual budget or apply one from the shared library. Bid strategy basically is that how you will manage your bids. Currently, there are five bid strategy options:
- Manual: You set your ad group and keyword bids, and Bing Ads uses these bids every time.
- Enhanced CPC: You set your ad group and keyword bids, and Bing Ads automatically adjusts your bids in real time to increase your chances for a conversion.
- Maximize Clicks: Bing Ads automatically sets your bids in real time to get as many clicks as possible within your budget.
- Maximize Conversions: Bing Ads automatically sets your bids in real time to get as many conversions as possible within your budget. Not everyone has this feature yet.
- Target CPA: You set your budget and your target 30-day average CPA (cost per acquisition), and Bing Ads automatically sets your bids in real time to get you to this average. Not everyone has this feature yet.
Ad group bid is the bid for all keywords in this ad group. These bids apply to ads delivered on search results pages.
Lastly, in the advanced settings below, we will look at targeting. Here you will adjust bids for customers in specific locations, at certain times, and on certain devices. Choose a start and end date or show your ads on certain days and at a certain time.
Click on save and you’ll see that the following message will appear. Your campaign has been successfully created. Then, you need to add a payment method otherwise the ads won’t run. Bing will then review your complete campaign one final time before it is approved.
How to add a payment method :
- Click on add a payment method in the above screen or click on my settings as below.
- You will see a list of tabs, select payment methods and click on add cards. Fill in your cards details and once it is done, Bing will verify your card by making a small authorization charge, which will later be removed. After the card has been verified and approved, your ads will start running from the date that is mentioned.
Steps to create an ad group:
- Click on ad groups on the campaigns the main page and choose to create an ad group. Select the campaign for which you wish to create the ad group.
NOTE: to have an ad group, you must have a campaign set up.
You will see a new page has been opened asking you to fill up some information regarding the new ad group. Enter a name for your new ad group. Choose the preferred language. Next, you need to select a bidding strategy – use either the campaign’s bid strategy or select your own bid set. And lastly, with location targeting, you specify where you want your ads to appear as well as where you don’t want them to appear (excluded locations).
The remaining part involves:
- creating an ad
- Creating keywords
- Advanced ad group settings
All the above three have already been discussed at the beginning of this article.
Steps to create an ad extension:
- In the main campaigns page, click on ad extensions. You can view an ad extension if you had already created before under the heads – account, campaign and ad group.
- To create a new ad ext, first choose which type of the extension do you want to create in the view tab, as shown in the picture below.
- For eg – if you want to create a callout extension, then choose that and click on the green tab as shown below.
- Lastly, click on the add new callout extension below. On the right hand side of the screen, you will see a popup that asks you fill in the details. Callout text is a descriptive text that shows under your ad, providing additional details about products or services your website offers. You can choose the start and end date and can also schedule the exact number of hours for the same. Once it is done, click on the save button and you have successfully created an ad extension.
One of the last things to discuss is creating associations. Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before. Click on the audiences tab in the campaigns the main page and then click on the green tab which says create an association, as shown below in the picture.
Next, select the ad group you want to associate with the remarketing list. Then, select the remarketing lists that you want to associate with the ad group and then select the targeting setting. In order to create a new remarketing list, simply select “create new remarketing list” on the same page. Enter a name for the list that you want to create. Choose who to add to your list – these are the rules that define who you want to add to this remarketing list based on the section of your website that they visited.
Next is the membership duration – how it works: When you create a remarketing list, you can specify how far back in time Bing Ads should look for actions that match your remarketing list definition in order to add people to your list. The description is optional. In the tags, you can either select a tag or create a new one. And finally, the scope level determines if the remarketing list applies to all the accounts or a specific account.