If you change your daily ad spend, use this formula to figure out the monthly cost:
Although PPC spend could surpass the estimated monthly limit, Microsoft Advertising will refund the excess cost at the end of the month.
Types of Bing Ads
Now that we’ve looked at Bing ad costs, let’s take a look at the different types of Bing Ads you can create.
Expanded Text Ads
This type of ad is usually found in search results. The title allows three headlines of up to 30 characters each, and text including up to two descriptions of up to 90 characters each.
Here’s how it looks:
Dynamic Search Ads
These appear on relevant search queries related to your website. There’s no need to manage bids, maintain keyword lists, and customize ad titles.
Product ads include product images, prices, promotional text, and seller information.
Microsoft Audience Ads
These ads enable businesses to collect non-search traffic through contextual and strategic placements. They can be placed in an article or page content to provide additional avenues for brands to communicate with visitors.
Microsoft Advertising in Bing Smart Search
Smart Search results showcase a preview of your landing page.
App Install Ads
These look like regular text ads but have direct links to your app store, leading you to a post from which you can download the advertised app.
Responsive Search Ads
These ads eliminate the need to identify ideal headlines and ad descriptions. All you need to do is list 15 headlines and four descriptions; then, Microsoft Advertising determines the best combinations.
Consider the following ways this platform can manage your bids:
Enhanced CPC: This is the default way to manage bids in your campaigns. To get started, select your ad group and keyword bids. Then, Microsoft Advertising modifies bids in real-time to potentially boost conversions.
Maximize Clicks: This lets you achieve the most clicks possible based on your specified budget.
Maximize Conversions: True to its name, this enables Bing to set bids and gain as many conversions as possible based on your budget. You can set a maximum CPC, so you don’t have to pay more than a specific amount for a click.
Target Cost Per Acquisition (CPA): You can set a 30-day target CPA, and Microsoft Advertising will automate bids. In this strategy, keyword bids are optimized based on ad schedule, device, and location.
Target Return on Ad Spend (ROAS): This metric allows you to set a budget with a target 30-day average ROAS. Once it’s specified, Microsoft Advertising enables users to bid in real-time to attain this average.
Manual CPC: Manual CPC lets you manage your keyword bids and ad groups.
Bing Ad Metrics
Once you set up a campaign, you’ll find several performance metrics based on your keywords.
Here are the key performance metrics in Microsoft Advertising:
Estimated Monthly Clicks: number of times people are expected to click your ads per month based on your budget, targeting, and keywords
Impressions: the number of times your PPC ads were featured on the Bing SERPs
Conversions: number of clicks on PPC campaign ads
Conversion Rate: percentage of visitors who clicked your website upon viewing the ad
Cost Per Action (CPA): average cost of conversion from your PPC campaign ad
Average CPC: total paid for all clicks divided by the total number of clicks
Total Ad Spend: total spent on all clicks
Return on Ad Spend: total revenue generated from PPC ads divided by the total amount spent on this channel
Average Position: the average position of the PPC ad on the Bing SERPs
CTR: average rate of clicks on your PPC ads
Revenue total revenue generated from conversions
Bing Ads Cost Per Industry
Bing may not be as popular as Google, but it often has great results anyway.
Users may experience higher CTRs and conversion rates at lower CPCs and CPAs.
A WordStream study suggests the average CTR for Bing across all industries is around 2.83 percent. B2B services have an even higher CTR at 3.01 percent, making this worth investigating if that’s your type of business.
Then, there’s CPC. Bing’s average cost per click is $1.54—33 percent lower than Google Ads.
Of course, you want to get people to convert. Bing’s conversion rate is an average of 2.94 percent, with varying industries experiencing conversion rates between about 1.58 and 6.81 percent.
Bing’s average CPA across industries is $41.44.
Small businesses on a tight budget may be delighted to learn the average CPA is 30 percent lower than the AdWords customers’ average. Industries that enjoy a low CPA include home services ($21.68), careers and employment ($23.71), and apparel and accessories ($25.16).
These numbers prove Bing is an ideal platform for launching PPC ads. Marketers can expect stronger performance and better results by leveraging Bing for their paid search campaigns.
Account size is determined by the number of ad groups, keywords, and campaigns in your account. Big companies with multiple PPC campaigns need larger budgets to keep multiple ads running.
Location is another crucial factor impacting your PPC budget. Places with bigger populations may require higher CPCs, meaning larger budgets.
As we’ve mentioned previously, niche or industry could impact your cost per click.
According to a WordStream study, the lowest CPCs for Bing include careers and employment ($0.75), as well as apparel and accessories ($0.91). Costs are higher for other industries such as real estate ($2.88), education ($2.79), and automotive ($2.52). Moreover, you may have to pay more to target competitive keywords.
On average, CPC is slightly lower on Bing than on Google AdWords. However, it’s better to understand the average CPCs in your industry so you can plan accordingly.
Duration and Holidays
Since Bing advertising has a daily budget, a longer campaign duration means higher costs. Fortunately, you can modify the maximum amount you can spend each day so you don’t overspend.
When planning your campaign’s duration, take note of holidays, as these may impact the campaign’s cost. For instance, the fourth quarter of the year has a ton of holidays, so it may not be an ideal time for B2Bs to spend extra money on ads.
To maximize your ad spend, consider the ideal time for clicks and conversions of your past PPC campaigns. Scheduling your campaigns at the best times may ensure your money will be well-spent.
Your audience size impacts your campaign budget. A large audience could result in hundreds of clicks, but if the people clicking aren’t your ideal buyers, that’s money going to waste. Use data from your clicks to determine if you need to change your tactics.
So how much do Bing Ads cost? As you now know, it depends on which ad types you use, how long you run your campaign, and how well your CPC performs on your PPC ads.
While Bing is a lesser-known search engine, it can also help you improve your PPC campaigns.
If you plan ahead and keep an eye on your data, you could enjoy clicks and conversions at lower prices than other search engines.
Native video ads have a greater impact than video ads on social and video platforms, a new study from Kantar reported. The Multichannel Brand Impact study measured video ad effectiveness for brand goals in native environments against other environments.
Favorability. Participants in the study gave a favorable rating 59% of the time when exposed to a native video ad. That number dropped to 50% on social platforms and 51% in a video platform environment.
Awareness. 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad. This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness.
When native video was combined with social video ads, the awareness climbed to 49%.
Impact of native ads. Taboola, which sells content discovery and native advertising products, sponsored the study.
“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” said Taboola CEO and founder Adam Singolda, in a company release.
Why we care. Social media is where consumers receive word-of-mouth recommendations from family and friends. Still a potent source of brand impact for marketers. But social is also a highly contentious space for politics and other turnoffs. It’s not the ace in the hole it once was, and should be complemented with other native environments in a digital video campaign.
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Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.