Bing Ads Beginners Guide – Part 1/2

Bing Ads Beginners Guide – Part 1/2

Take what you can from this Bing ads beginners guide. For me, Bing is an incredible tool that introduced me to paid advertising. Now I’m going to introduce you.

The Bing ad tool also known as the Microsoft ad tool is a really user-friendly platform and not for the reasons you may think. Bing customer support is second to none. They are always on hand and very useful.

Don’t worry about being an expert before using Bing Ads. Get the basics, set yourself a budget, and dive in. You’ll learn along the way, so learn to love the process and you’re on the right path.

Bing Ads Beginners Guide

Now We’ll Review The Following:

  • Getting Started
  • Customer Outreach
  • Ads That Get Results
  • Setting The budget and Taking Control
  • Invest in The Best and Kill the Rest

Getting Started

To get started in Bing Ads you’ll need three things:

  • Know Your Specific Goal
  • Understand Who You Are Targeting
  • Set Your Budget

Know Your Specific Goal

Do you need people to come to your physical business at a specific time? Are people required to make an appointment with you? Do you need people to buy directly on your website? Do you need people to sign up for your mailing list or social media?

These are clear goals that will affect the type of ad you create. Ask the right question to get the right answer.

Understand Who You Are Targeting

It’s your money, you need to know that it’s been spent on a relevant audience. What is their age group? Are they male or female? Does it matter where they live? Yes, well then choose a country. How about their language, must they speak English? Is your ad in English?

The more specific you are, the more effective your ads will be and the better chance you have of reaching your goal.

Set Your Budget

This is an easy one. It takes money to make money. We don’t want to hear that, but it’s true. The great thing, however, is that if your ads are effective they essentially pay for themselves. I’m happy to spend a million if I get two million back.

Note that your initial Bing campaigns will most likely not be that effective. They should achieve something, but most likely not something you are going to scale up.

Think of your first budgets as an investment in your Bing education. Think of it as you buying data so you can then make better decisions and create more effective Bing ads and run a better digital marketing strategy that you can scale up.

You’re in Control and Don’t Forget it

At any point you can raise or pause your budget meaning as long as you track it you won’t have to worry about spending money you don’t have. While you’re learning set a modest budget that you can easily afford.

Customer Outreach

For great customer outreach, you need to focus on the following:

  • Where
  • When
  • Who

Where are your customers? Are they in a specific location? Can they be global and based online? These are important questions to ensure you do no blow your budget on the wrong audience.

When do you want your Microsoft ads to display? Do you want to target an audience in real-time at specific times of the day? Are your ads seasonal? What is the buying window of your customer? Perhaps you need to thing 30 days, 2 months or 3 months ahead of time.

Who are your customers? Are they male, female, are they mostly on their phone or are you more likely to get them on a laptop? These are very specific questions that will guide your choices.

What words or services are customers using when they are searching for your products or services? This is crucial. This is how you leverage the organic search function of Bing to drive traffic to your website.

You can use the keyword tools in Microsoft ads to help you with this. A bonus tip is to go to Google search and type in what you think are the keywords and see what phrase Google automatically generates. This will be a strong indication of the most popular keywords that are used to search for what it is you are selling.

Ultimately what you want is a strong customer avatar. This will help you answer these questions with confidence.

Ads That Get Results

The words and keywords that people are using to search for your products and services will need you to bid on them. This means you have to set a competitive bid in order to compete.

This is important because ultimately this will determine if your campaign is financially feasible or not. The thing is if you don’t compete and bid appropriately there is little point of running your campaign.

You can use general and specific keywords while you gather data and learn which ones are worth bidding on.

Nobody can tell you what the right campaign is for you. However, I can tell you the right process to find out the right campaign for you. The right process is to have a data-driven process. Shaping your campaign as it works for you. This is the key.

Site Relevance

It’s vitally important that the words on your ad match the words on your website or landing page. If they don’t, the fact somebody clicked on the ad is going to be a waste of time. At the end of the day, you don’t just want people to click you want them to convert. So keep ads relevant to their destination.

Setting The budget and Taking Control

Remember you only pay when your ad is clicked. So you want those clicks to matter. Your keyword bid is the maximum amount you are willing to pay for that click your Microsoft ad campaign.

How Do You Control Your Overall Costs?

When you create a campaign you also tell Microsoft ads how much you are willing to spend per month or each day. So you set the boundaries. Microsoft ads pause your ad when you reach your budget limit. So no unexpected crazy credit card charges.

You can make changes to your budget and bids at any time.

What Should Your Budget Be?

You want to choose a budget that runs enough to allow you to achieve your campaign goals.

To be honest this is kind of a guessing game at the beginning because you don’t know what will result in a sale. Maybe you need 10 potential customers to go to your website, maybe you need 200. If you don’t know, you need to make an educated guess and multiple that by the cost per click and that will be your budget.

If it takes 100 users on your website to get a conversion, and it’s 20 cents per click, then your budget should be $20.00 per conversion. To justify that, your customer may have to be spending on average $60. Maybe less, you will know best for your business.

You want to stay on top of your performance and budget to best know what decisions to make. You don’t want to pay money for clicks that don’t get conversions. That’s the bottom line. So adjust accordingly for best results.

Invest in The Best and Kill the Rest

Your ad’s performance is constantly being tracked. Make a habit of checking in on them at least once per week, to tweak and modify where needed.

Experiment with the following as you aim to create more effective ads:

  • Ad Copywriting
  • Keywords
  • Ad Extensions
  • Targeting

Microsoft has a recommendations tab that will guide you when it comes to several of these factors. Honestly, most of these recommendations are designed to get you to spend more money. But at the end of the day, if they work they pay for themselves. So that is how you should look at it. The only ad you ever have to pay for is one that doesn’t convert.

The bottom line is invest in the best and kill the rest.

I truly hope Bing Ads Beginners Guide – Part 1/2 helped you and set you on the path for a successful ad campaign. Here’s part 2.

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