Bing Ads

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You have seen up to four text ads at the top of search engine results pages and more ads in the right column. These ads have a light background that sets them apart from the natural or organic listings, which are not paid for. At Bing Ads, text ads have a title, text, display URL and destination URL that often directs to a landing page. These ads are purchased by local brick-and-mortar businesses, Commerce companies and large corporations.

This is Pay Per Click, or PPC, advertising. Your business does not pay for these ads unless someone clicks on them, taking them to your website. It is then up to the business to have a good landing page, website in general, calls to action and other aspects that encourage visitors to do something. Do something may mean buy a product or service or send an email.

The Bing Network claims a 30% market share in the United States. That amounts to a lot of people, and many of them do not search on Google. Your business can reach these people with text ads on Bing.

The following approach assumes that you have established a Bing Ads account, attached a credit card to the account and set a daily budget that places you in control of your monthly expenditures:

  • Develop a landing page on your business website
  • Set up your Campaigns and Ad Groups
  • Research keywords using Bing’s tools
  • Write ad, often including a specific offer
  • Write ad title
  • Link ad to business’ website
  • Narrow your Campaign geographically
  • Add Bing Analytics to aid in tracking what works and doesn’t work
  • Start your search engine text ad program
  • See your ads next to search results when your keywords are selected
  • Run reports

You will want to use those reports to test and retest various ads, keywords and other scenarios until you know which ones perform best. Obviously this indicates that there is a learning curve, so start with a small budget, which you increase as the program works for you. As you can see, there really is a lot that goes into a Yahoo! Bing Ads program. Plan to have someone in-house spend a lot of time getting to know the program, including studying Bing Ads training and becoming a Bing Ads Accredited Professional.

Another choice is to contact us to learn how we can handle your program for you.