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How to Set Up a Bing Ads Campaign

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how to set up a bing ads campaign

With more than a billion unique monthly visitors, Bing is a hugely popular search engine. Sure, it’s nowhere near as popular as the world’s biggest search engine, Google, but it’s an impressive and powerful platform in its own right.

In fact, if you’re running a paid ads campaign, it could be a mistake to ignore Bing and all the possibilities it can offer you.

With that in mind, let me show you why it might be worth launching a Bing PPC ad campaign.

Why Should You Run a Bing Ads Campaign?

Depending on what you’re selling and who you’re targeting, Bing could be the missing piece of the puzzle for your marketing strategy. Here’s why.

First, Bing has a 6.7 percent market share, making it the world’s second-largest search engine. That might not sound like much, but there’s huge growth potential here.

Next, over 1 billion people use Windows 10. Since Microsoft owns Bing, they direct a lot of traffic to their own search engine through Cortana and the search bar at the bottom of the computer screen. That’s some easy, reliable traffic right there!

Finally, according to a Wordstream study, the average click-through rate (CTR) for Bing Ads is 1.25 percent, while it’s only 0.86 percent for Google Ads.

Seems like it’s worth paying attention, right?

How to Set Up Your Bing Ads Campaign

Ready to get started? Great. It’s simple to set up your first campaign, so let me walk you through the steps.

1. Create a Microsoft Advertising Account 

To start, you need a Microsoft Advertising account since Bing Ads is now a part of Microsoft advertising. It’s free to sign up, and you can use an existing email address to do so.

First, head over to Microsoft Advertising, and click “Sign Up Now” to register.

How to Set Up Your Bing Ads Campaign - Create a Microsoft Advertising Account

On the next page, click “Create One” to set up a new Microsoft Advertising account.

How to Set Up Your Bing Ads Campaign - Go to “Create One” to set up a new Microsoft Advertising account

You can either use an existing email address or create a new one to run your account.

Next, simply follow the onscreen instructions. You’ll need to input some basic details like your name and your business location. Agree to the Terms of Service and create your account.

2. Import an Existing Google Ads Campaign (Optional)

Are you creating a Bing Ad from scratch? Move on to step 3. If you’ve already got a Google Ads campaign you want to run on Bing, this step is for you.

First, go to your top menu, select “Import,” then select “Import from Google Ads.” Then, just sign in to Google. Go to “Choose Accounts,” select the account you want to import an ad from, and hit “Next.”

If you’re happy to import your Google Ad with no changes, name the imported campaign and click “Start Import” or hit “Customize Report” to tweak things like your bids and bid strategies.

Want to import multiple Google Ads simultaneously? You can import up to 10 at one time, and the steps are pretty much the same.

Once you’ve imported your desired campaigns, double-check all the details to ensure they’ve moved over correctly, paying particular attention to your targeting settings, bids, and budgets.

Make any adjustments as necessary, and you’re good to go.

3. Choose the Right Keywords

Before you create your campaign, you need to choose your target keywords. Unless you choose the “right” keywords for your campaign, your ad won’t reach the right people.

How do you find the perfect keywords? Well, you need to run some keyword research. Microsoft advertising has a built-in keyword planner to help you do just that.

First, sign in to your account. Select “Tools” from the top menu and scroll down to “Keyword Planner.” You can then enter details like your business name, location, and service, and the keyword planner will show you suggested keywords to bid on.

How to Set Up Your Bing Ads Campaign - Choose the Right Keywords

To improve the search results, input any keywords you know you want to use and note down any negative keywords you want to exclude from the results.

How to Set Up Your Bing Ads Campaign - Use Keyword Planner

You can also check for search volumes, trends, and cost estimates to help focus your keyword research.

How do you know which keywords to go with? Stick with keywords connected to “commercial intent.” These are the keywords people generally use when they’re ready to buy a product or sign up with a service, so it makes sense to target them in your Bing Ads campaign.

Say you sell wine. A phrase you might use is “buy wine” because, unsurprisingly, most people using this search term want to actually buy wine. When you search for this keyword and related suggestions, this list appears:

How to Set Up Your Bing Ads Campaign - Use Keyword Planner, Sell Wine Example

While all the columns matter, pay close attention to the CTR and cost-per-click (CPC) columns. The higher the CTR, the more people click through the ad. Balance this against how much the average click actually costs you to determine which keywords might be best for your campaign and your ad budget.

There’s no need to limit yourself to Microsoft’s keyword planning tool. You can also check out Ubersuggest for other keyword ideas and use your findings to inform your ad.

4. Create Your Bing Ads Campaign

Once you’ve set up your account and completed your keyword research, it’s time to create your first Bing Ad. If you didn’t import any campaigns in step two, or if you’re creating a new Bing Ads campaign, this step is for you.

First, go to your “Campaigns” page and then click the “Create Campaign” button in the middle of your screen.

How to Set Up Your Bing Ads Campaign - Create Your Bing Ads Campaign

Then, set your goal. Your goal could be, for example, conversions to your website, a dynamic search ad, or selling products from your catalog. The setup wizard walks you through the different options available.

Next, simply follow the onscreen instructions to complete your Bing Ads campaign. Once you hit “Save,” your ad will go live.

Before you finish setting up your Bing Ad, you can go ahead and set customized parameters to maximize your chances of reaching the right audience. For example, you could choose which times you want to show your ad or which age groups you want to see your ad.

Bing Ads - Set Custom Demographics for Targeted Ads

Setting up custom parameters ensures you’re getting the most from your Bing Ads.

5. Track Your Results

It’s all well and good setting up a Bing Ads campaign, but you also need to ensure it’s bringing you the desired results! To assess the effectiveness of your campaign, you need to track two metrics: conversion rate and CPC.

Checking your conversion rate tells you how many people are taking the desired action through your ads, and assessing your CPC shows if you’re overspending on your ad budget.

How do you track these metrics? Well, let’s start with conversion rates. You can easily track conversions by simply clicking on the “Campaigns” tab and checking out the number in the “Conv.” column.

How to Set Up Your Bing Ads Campaign - Track Your Results

From here, you can tell how many conversions you’re getting per campaign. You’ll notice you can track everything from impressions to your CTR from this tab, so you can quickly track whichever metrics you deem the most important, all from one page.

Similarly, then, you can view your CPC from the “Campaigns” tab. Check how much you’re spending per single click and confirm it’s in line with your expectations and marketing budget.

If you’re spending too much, consider bidding on different keywords or amending your campaign somehow.

5 Tips for Creating a Successful Bing Ads Campaign

A successful Bing Ads campaign is about more than just keyword research and metrics tracking. To get the most from your campaign and maximize your ROI, follow these tips.

1. Know Your Audience

Whether these ads work for you really depends on what you’re selling and who you’re selling it to. For example, slightly older and wealthier audiences may prefer Bing to Google, so if you’re selling, say, wine boxes aimed at middle-class Americans aged 45+, Bing could be perfect for you.

The best way to know if Bing’s worth your time? Build a customer profile. Identify who you’re targeting and what they respond to best.

Do you already use a tool like Google Analytics? Check your demographics data. If you trend towards a younger audience, you might not get the results you’re looking for from Bing Ads.

2. Import High-Performing Google Ads

If you’re already running high-performing Google Ads campaigns, it makes sense to import them into Bing Ads. While you can, of course, simply set up entirely new campaigns, you’ll save time and effort by just importing your successful campaigns.

Not sure which Google Ads campaigns to import? Think about which ones are most likely to appeal to the demographic you’re targeting on Bing Ads and work from there. You can always remove these campaigns and import others later.

One final point here: Just remember to double-check that everything moved over seamlessly from Google Ads to Bing before you go live.

3. Improve Your Targeting

To get the most from your Bing Ads, you must ensure they’re reaching the right audience. How do you measure this? By pulling multiple analytics reports.

For example, you could track segments including:

  • audience
  • time of day
  • device
  • geography

Say you discover you get the most conversions from mobile devices on weekends before 5 p.m. Focus on ensuring your ads appear most frequently at this time to maximize your conversions. You’ll get the most ROI from your budget this way!

You’ll find all the tracking tools you need on the “Campaigns” page.

4. Use the UET Tag

To track your conversions accurately, you need to set up the “Universal Event Tracking” (UET) tag. Why? This tag allows you to see exactly what users do after they click on your ad and visit your site.

In other words, if you want to know whether someone bounces from your landing page immediately or actually commits to a purchase, you need a UET tag.

It’s easy to set up. First, go to your “Campaigns” page, click “Conversion Tracking,” then “UET tags.” Give it a name to help you identify it. In the description box, enter your URL or website name. Save the tag you’ve just created.

Next, copy the code and paste it into the pages of your website you wish to track. WordPress plugins can help here.

Finally, add some conversion goals to your tag, whether it’s tracking how long someone spends on your website, purchases they make, and so on.

The Microsoft support page has more guidance on how to run UET tags if you’re new to them.

5. Monitor Your Quality Score

Your quality score reveals how your Bing Ad stacks up against competitors’ ads. It’s based on three things: your CTR, ad relevance, and landing page experience. Here’s what the scores mean:

Tips for Creating a Successful Bing Ads Campaign - Monitor Your Quality Score

In short, a low-quality score means your ads won’t appear as often as they should, whereas a high-quality score means you’ve got a competitive keyword and CTR, so your ad appears more often.

To view your score, click the “Keywords” tab on the “Campaigns” page and check out the “Qual. score” column. Check it frequently to confirm your ads are performing well.

Final Thoughts on Bing Ads

While Bing Ads aren’t for everyone, they’re definitely worth a closer look. For many businesses, they offer a cost-effective alternative to Google Ads, while others might find it’s best to run PPC campaigns across both platforms.

The only way to know is to try them out for yourself! It’s simple to set up a campaign, so consider importing a high-performing Google Ads campaign and seeing how it goes.

Have you set up your first Bing Ads campaign yet? How are you finding it?

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Top Bing Ranking Tracker Tools in 2023

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Bing Ranking Tracker

As the digital landscape continues to grow, businesses are increasingly turning to online operations to expand their customer base and reach. Search engine optimization (SEO) plays an integral role in online marketing, and tracking your website’s search engine rankings is vital to improving visibility and driving traffic to your site. This is where a Bing Ranking Tracker comes in.

A Bing Ranking Tracker enables you to monitor your website’s performance on Bing’s search engine results pages (SERPs). These tools provide valuable insights into your website’s ranking positions for specific keywords and enable you to track changes over time. By monitoring your website’s performance, you can identify areas where improvement is needed and take corrective action to boost your search engine rankings.

This article will review the best Bing Ranking Tracker tools available in 2023. We will delve into their features, pricing, and benefits to help you make an informed decision about which tool is best suited for your business.

Ahrefs

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Ahrefs – Bing Ranking Tracker

Ahrefs is one of the most popular Bing rank tracker tools available. It’s also a comprehensive SEO tool that includes features like keyword research, backlink analysis, and content analysis. Ahrefs’ rank tracker tool allows you to track your Bing rankings over time and see how they’ve changed.

One of the key features of Ahrefs’ rank tracker is the ability to track your rankings for multiple countries and languages. This is especially useful if your business operates in multiple markets.

Previously, Ahrefs used to offer a 7-day trial of all its tools and features for a mere $7. However, currently, there is no provision to test Ahrefs before purchasing a subscription.

SEMrush

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SEMrush – Bing Ranking Tracker

SEMrush is another comprehensive SEO tool that includes a Bing rank tracker. The tool allows you to track your Bing rankings over time and compare them to your competitors. You can also track your rankings for specific keywords and see how they’ve changed over time.

SEMrush’s rank tracker also includes features like local search tracking, which allows you to see how your website is ranking in different locations. This is useful if your business operates in multiple locations.

SEMrush offers a 7-day trial for $7, after which plans start at $119.95 per month.

SERPWatcher

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SERPWatcher – Bing Ranking Tracker

SERPWatcher is a dedicated rank tracker tool that allows you to track your Bing rankings over time. The tool includes features like daily rank tracking and keyword grouping. You can also track your rankings for multiple locations and devices.

One of the key benefits of SERPWatcher is its user-friendly interface. The tool is easy to use and allows you to see your rankings at a glance.

SERPWatcher offers a 10-day trial, after which plans start at $29 per month.

Rank Tracker

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Rank Tracker – Bing Ranking Tracker

Rank Tracker is a dedicated rank tracker tool that allows you to track your Bing rankings over time. The tool includes features like keyword research, backlink analysis, and website auditing.

Rank Tracker’s rank tracker tool allows you to track your rankings for multiple search engines, including Bing. You can also track your rankings for multiple locations and devices.

One of the key benefits of Rank Tracker is its affordable pricing. Plans start at $13.50 per month.

ProRankTracker

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Pro Rank Tracker – Bing Ranking Tracker

ProRankTracker is another dedicated rank tracker tool that allows you to track your Bing rankings over time. The tool includes features like daily rank tracking, keyword research, and competitor analysis.

ProRankTracker’s rank tracker tool allows you to track your rankings for multiple search engines, including Bing. You can also track your rankings for multiple locations and devices.

One of the key benefits of ProRankTracker is its scalability. The tool can accommodate businesses of all sizes, from small startups to large enterprises.

ProRankTracker offers a 30-day trial, after which plans start at $19 per month if you decide to upgrade, otherwise the account switches to a free-forever account with 20 terms quota and basic daily rank tracking features enabled.

AccuRanker

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AccuRanker – Bing Ranking Tracker

AccuRanker is a dedicated rank tracker tool that allows you to track your Bing rankings over time. The tool includes features like daily rank tracking, keyword research, and competitor analysis.

AccuRanker’s rank tracker tool allows you to track your rankings for multiple search engines, including Bing. You can also track your rankings for multiple locations and devices.

One of the key benefits of AccuRanker is its accuracy. The tool uses real-time data to ensure that your rankings are accurate and up-to-date.

AccuRanker offers a 14 days free trial, with 100 keywords.

In conclusion, choosing the right Bing rank tracker tool can help you improve your website’s search engine rankings and ultimately drive more traffic to your website. We hope this article has provided you with valuable insights into the best Bing rank tracker tools available in 2023. Remember to consider your business needs, budget, and the features offered by each tool before making your final decision.

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Bing ChatGPT goes off the deep end — and the latest examples are very disturbing

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Bing with ChatGPT on Edge browser MacBook Pro

The ChatGPT takeover of the internet may finally be hitting some roadblocks. While cursory interactions with the chatbot or its Bing search engine sibling (cousin?) produce benign and promising results, deeper interactions have sometimes been alarming.

This isn’t just in reference to the information that the new Bing powered by GPT gets wrong — though we’ve seen it get things wrong firsthand. Rather, there have been some instances where the AI-powered chatbot has completely broken down. Recently, a New York Times columnist had a conversation with Bing (opens in new tab) that left them deeply unsettled and told a Digital Trends writer  “I want to be human (opens in new tab)” during their hands-on with the AI search bot.

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New Microsoft Bing Travel Search Features

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new-microsoft-bing-travel-search-features

Microsoft Bing announced new travel search features including suggested itineraries and inspiration, 360 immersive views, drink and dining information and coupons and deals. This currently is live in the United States.

Here is what is new with these new travel search features in Bing.

Suggested itineraries & inspiration

You should see a section named “What to see & do” for the trip duration to get an idea of what your trip might look like, Microsoft said. You can also click on “Book flights” or “Book hotels” to get a full-page booking experience.

Here is a screenshot:

bing travel hub home 1640031098

Coupons & deals

Microsoft partnered with various sites to show competitive rates for your travel. They also offer packages of bundled hotel and flight experiences. You can also scroll down to the “Coupons & Deals” section to browse cost-conscious options for flights, trip packages, and more.

360 immersive views

Bing also shows “stunning landscapes” it says when you click “Experience in 360” to check out immersive views. Here is a screenshot:

bing 360experience 1640031285

Drink & dining information

There is also the “Eat & Drink” search carousel to start getting excited about the dishes and beverages you can expect to taste, Microsoft said. Here is what this looks like:

click for full size

Forum discussion at Twitter.

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