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How Much Do Bing Ads Cost?

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how much do bing ads cost

If you’re here, you must be wondering “how much do Bing ads cost?”

You’re smart to focus on Bing and other search engines instead of just Google ads.

According to Statista, Bing has 1.03 billion unique global visitors per month. In addition, 38 percent of Bing users had an annual income of $100,000 or more.

Not only is the search engine installed in billions of devices, but the platform is also appealing to a significant number of high-income earners.

In this article, we’ll share everything you need to know about Bing ads.

Factors Affecting the Cost of Bing Ads

Microsoft Advertising provides pay-per-click (PPC) ads for Bing–but how much do Bing ads cost?

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Well, it depends. Advertisers only pay when a potential lead clicks on their ad.

Because of this, you need to assess your budget in terms of cost-per-click (CPC) and the number of clicks.

Let’s say you want a PPC ad to get 100 clicks per day. Every click has a maximum CPC of $0.50. To determine your possible daily cost, multiply $0.50 by 100—$50 per day.

If you want to change your budget, make the necessary adjustments on the Microsoft Advertising platform.

There are two budget types in the Bing ad platform:

  • Daily: Targeted daily limit for PPC ad spend (actual amount could be a bit higher or lower).
  • Shared: Lets you set up multiple campaigns with a shared budget.

Microsoft’s daily budget types let you estimate the amount you may spend on advertising per month using the following formula:

monthly budget = daily budget x days in the month

If you change your daily ad spend, use this formula to figure out the monthly cost:

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monthly budget = amount spent-to-date + (daily budget x days remaining)

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:

example of expanded text - helping you understand "how much do bing ads cost?'

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.

how much do bing ads cost? example of dynamic search ads

Product Ads

Product ads include product images, prices, promotional text, and seller information.

how much do bing ads cost? example Product Ad

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.

how much do bing ads cost? Microsoft audience Ads should be taken into consideration when budgeting

Microsoft Advertising in Bing Smart Search

Smart Search results showcase a preview of your landing page.

how much do bing ads cost? calculate your costs for bing smart search if you use that ad type

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.

part of the answer to your question "how much do bing ads cost?" is how much you spend on responsive search ads.

Bidding Strategy

Microsoft Advertising has several bidding strategies to help ensure your money is well-spent based on clicks, conversions, and searches.

Consider the following ways this platform can manage your bids:

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  • 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
  • Estimated Monthly Impressions: number of times people should see your ads in a month based on your budget, targeting, and keywords
  • Estimated Monthly Spend: estimated cost of the ad group per month
  • Estimated Average Position: placement of the ad in the search results, such as top, side, or bottom

There are also other common metrics that you can use to measure an ad’s performance and your ROI.

  • 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.

how much do bing ads cost - average CTR

Then, there’s CPC. Bing’s average cost per click is $1.54—33 percent lower than Google Ads.

how much do bing ads cost - average cost per click

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.

how much do bing ads cost - average conversion rate

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).

how much do bing ads cost - average cost per action

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.

What Affects Bing Ad Spend?

How much do Bing ads cost? How much money should you allot for PPC campaigns? There are a few variables that could impact your budget.

Here are some of the factors to consider.

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Account Size

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.

Geographical Area

Location is another crucial factor impacting your PPC budget. Places with bigger populations may require higher CPCs, meaning larger budgets.

Industry

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.

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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.

Audience Size

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.

Conclusion

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.

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If setting up your ad campaigns on Bing sounds daunting, we can assist you!

What successes have you had when advertising on Bing?

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MARKETING

How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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