Bing processes 15 billion searches every month. To that, this search engine holds 31 percent of the US market, and also plays a crucial role in other countries. These figures alone are sufficient to grab the attention of all marketers and brands.
Neil Patel says, “Ignoring Bing can be a big mistake and not advertising yourself on Bing might result in you leaving a lot of money on the table.” “Bing is not a marketing channel you want to ignore,” he adds.
If you own a business, Bing search engine isn’t optional. Admittedly, given its high market penetration, Google remains a giant. That doesn’t take away all the potential that this Microsoft-owned search engine has in store for all. In fact, comparatively, if executed efficiently, Bing Ads can deliver you much higher conversion rate and ROI.
Why Focus on Bing Ads: Importance
There’s a host of factors that make Bing ads the best for every business. Relatively, the competition level on this search engine is much less, which makes Cost per Click (CPC) quite cheaper. In fact, a case study done by Search Engine Watch found that it was 63 percent cheaper to gain conversion on Bing compared to Google. It further claimed that the overall conversion rate of three Google campaigns was 5.96 percent compared to Bing which returned a rate of 8.78 percent.
Not just economical, but on many other fronts, Bing Ads enjoys an edge over its bigger competitor.
- It has better device targeting options that ensure only the most relevant audience sees the ad.
- It has better social extensions (in fact, Bing indexes 500 million tweets every day).
- It offers higher control at the campaigns and group levels, including location, network and language.
So if Bing Ads isn’t already a big part of your digital marketing strategy, make sure it is. Today. Now!
How to Promote Your Business Using Bing Ads? (Step-by-step)
Minus all the technical juggernauts and experts’ “hacks”, promoting your business using Bing ads is quite simple—simple, not easy though! You first create your Bing Ads account, do a thorough keywords research, create your campaign, write the desired ad for the selected keywords, bid competitively, and make the ad go live. Yes, it’s that simple.
Of course, when looked deeper, things are a tad more complex. The first challenge is finding the relevant keywords that are less competitive but have high search volume.
- Keywords research
Much like Google AdWords, Bing provides a handy ‘Research Keywords’ tool. Since this is one of the most important steps in this whole process, you might want to take ample time to get things right.
For higher efficiency, you must have a clear picture about your target audience—who they are, where they are from, what devices do they use, and so on. The more you know about them, more targeted and relevant will your campaigns be. And this would ultimately boost your conversion and sales.
Tips: Go for the long-tail keywords even when your industry isn’t very competitive, pay attention to keywords suggestions from Bing, and remember that you’re not forced to opt for close variants on Bing Ads as is the case with Google Adwords, so plan accordingly.
- Create your campaign
Now that you have the best keywords ready for you, move on to “Create Campaign”. You’ll be asked to choose a goal of your campaign. This will help Bing get a better idea of what you want to achieve from your investment, which will further optimize your ads indirectly. Next, pick your daily budget and the location you want to target.
Even when you have a lavish budget, if you aren’t sure about things, start small. You can always change your daily budget.
Move on to enter your keywords, ad group name and other details in the respective fields. Use the keywords you have researched. You will get 4 different options in terms of users’ search queries and how closely do you want that to match your chosen keywords—broad match, broad match modifier, phrase match and exact match. Choose your budget, objectives and target audience to decide which one would be more suitable for your campaign.
- Write Your Ad
Now you don’t need to be an expert copywriter to write ads. However, you must be very thoughtful, given the biggest headache for marketers today is not ranking high on search engines but higher CTR rate. Even when at the top of search engines, they are struggling with poor Click-Through-Rate (CTR).
With a range of tools, Bing Ads make this task a bit easy and visual. Keep the title and description enticing, informative and problem-solving.
Tips: Mention your USP, include a definite CTA, use communicative terms, talk to the target audience directly, take full advantage of ad extensions, be very specific, and NEVER max your characters limit.
Let your ad go live. See how well it trades on your investment and expectations. Follow it with thorough evaluations and then optimize the ads for higher CTR.
Easy, right? It is!!! All you need is some information and a decent strategy.
Optimize Your Bing Ads with these 5 Features
To make investment high-rewarding, Bing Ads offer a range of features and tools to the marketers. Some are quite obvious and are out there on the front, few of them are lesser known. Here are 5 features you must use to optimize your campaigns:
- Make use of the Ad extensions the right way. There is a total of 7 types of extension- call, callout, location, image, app, review, and site link. Know your need and choose accordingly.
- Do a competitive analysis. Bing Ads offers a nice feature that helps you understand what others in your niche are up to with detailed metrics.
- Mentioned already, target locations that are more relevant to you. Use Bing Ad’s feature to display your ads only to selected people in specific locations for higher conversion.
- You can’t always attract your audience in the first marketing attempt. This is where Bing’s custom event feature comes to play a hero. You can always retarget these people.
- In an age of automation, Bing lets you create predefined, automated rules to help you run your campaign on auto-pilot mode. Less hassle, more convenience.
CONCLUSION
Don’t make the mistake that so many other businesses make—that is overlooking Bing. With its large market reach and continuous attempts to grow, Bing Ads could very well be your biggest asset, if only you know how to. Add it to your overall digital marketing strategy, leverage the available tools and see your business go up with just a slight change in your planning.
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