A Beginner's Guide to Bing Ads

As I’m sure you know, Google has its paid advertising tool called Google ads. Most search engines, if not all have their own version of PPC ads. In this blog, we’re going to talk about Bing's version of PPC ads. Also known as Microsoft Advertising. 

Microsoft Advertising is a powerful alternative to Google Ads, it allows businesses to create and display ads across Microsoft's search network. In this blog, you’ll gain an understanding of what Bing ads are, and how you can use them to reach your targets as a business!

What are Bing Ads?

Bing Ads is a pay-per-click(PPC) advertising service that allows your business to promote your products and services through ads displayed on Bing’s search engine, as well as its partner network Yahoo.

The best way to think of Microsoft Advertising is Google ads, just on the Bing search engine.

It’s the same format, just on another platform.

Why should you use Microsoft Advertising?

Microsoft Advertising is a criminally underrated pay-per-click advertising tool for your business. 

Yes, Google may own 84% of the global search market, but Microsoft's search engine comes in second with 9%. Now you may think that the gap is quite significant, (which it is) but with more than 1 billion unique visitors a month Bing Ads have the capability to fully transform the traffic going to your website, depending on your ad spend, the quality of the ads and the niche you’re in, your traffic could increase significantly. 

If you’re looking to target primarily PC users, Bing is just the place for you. According to Microsoft Search Network data, the platform has 14.7 billion monthly PC searches and 653 million different PC users. Trust me, that 9% is a lot.

Still, with all these great aspects, you’ll need to consider a few things apart from the size of the audience. 

For example, what's the difference between the cost-per-click(CPC) or Click-through-rate (CTR) on each platform? What can Bing ads do that Google ads can't? Throughout this blog, I'll give you everything you need to know. 

Bing Ads vs Google Ads

Most SMEs know the importance of having Google ads for their business, but many marketers are ignoring Microsoft Ads. And the thing is, setting up a campaign on Microsoft ads is just as easy, if not easier than setting up a Google ads Campaign. 

There are many benefits when it comes to using Bing Ads, I'll cover a few for you here. 

Your Ads are Advertised in More Places 

When you use Microsoft Ads, your ads won't just appear on one singular site, they're displayed in multiple different places, such as Bing, MSN and Yahoo

The cool thing about Microsoft Ads is you can choose where you want your ads to be displayed. You can narrow your ad distribution, depending on where you want them to be shown. You can have them shown on Bing, as well as Yahoo. Or if you only want to use one of them, you can do that too.

Less competition

The awesome thing about Google is that you can reach a huge amount of people very quickly. However, big doesn’t necessarily mean better. 

With Microsoft Ads having a much smaller audience reach, you'll have a much easier time with the competition. You'll be able to have a cheaper cost-per-click. Those number-one spots will be easier to grab and you could get more for your dollar. 

Bing is every PC Users’ Default Search Engine.

Microsoft machines come pre-installed with Bing as the default search engine, providing a unique advantage for advertisers. This means that millions of users are automatically exposed to your ads simply by using their devices. With Bing's integration into Windows, your campaigns can reach a broad audience effortlessly. Leveraging this built-in visibility can enhance your marketing strategy, making it easier to connect with potential customers right from the start of their online experience.

A potentially lower CPC rate 

Agencies having tested the difference between Bing and Google ads found that they spent 35% less on Bing than Google. 

Although this statistic sounds very promising, you’ll have to take it with a grain of salt. These statistics might not translate directly into your brand. 

There are other factors that you have to take into account when running your ads such as the industry, the demographic, and the different keywords. These different factors may change that 35%, it's not set in stone!

If your CPC is your main concern, consider running a test between your Bing and Google ad. See which one fits your brand best and most importantly, your customer!

Types of Bing Ads

Now, just as in Google Ads, there are different types of Bing Ads. Here are the main types of Bing Ads:

Expanded Text Ads: These feature three headlines and two descriptions 

Responsive Search Ads: This is an extended version of text ads, which lets you input multiple headlines and descriptions with Microsoft automatically testing the best-performing options.

Product Ads: These are visually appealing and showcase items directly in your search results. Including the images and the pricing.

Dynamic Search Ads: Automatically generate ads based on your website content, targeting relevant searches without needing to specify keywords.

Microsoft Audience Ads: blend seamlessly into content across the Microsoft Audience Network, providing a native advertising experience

App Install Ads: promote mobile applications, directing users to download them from app stores. By utilising these diverse ad types, you can effectively reach your target audience and achieve your marketing goals.

Common mistakes to avoid when creating your ads

Even with a solid strategy in place, beginners can fall into common pitfalls when using Bing Ads. 

One major mistake is overbidding or underbidding. While it may be tempting to bid high to secure top positions, this can lead to inflated costs without guaranteeing better results. 

On the other hand, underbidding can result in low ad visibility. It's crucial to find a balance and regularly monitor your campaign performance to adjust your bids accordingly. 

Another common error is poor keyword selection. Using overly broad or irrelevant keywords can undermine your campaign's effectiveness. Instead, focus on specific keywords that align with your target audience's intent, and don't forget to add negative keywords to filter out unrelated searches. 

By avoiding these mistakes and continuously refining your approach, you can maximise your Bing Ads performance and make the most of your advertising budget.

Start Leveraging Microsoft Ads Today

Microsoft Ads for many marketers is an uncharted territory. A lot of the time it’s neglected. If you’re curious as to how Bing Ads might work for you and how you can reach your target audience, reach out to us!

On our website, you can book a call with us, no sales jargon, just a free chat to see if we can help your business get where it needs to be.