A Comprehensive Guide to Bing Paid Search Management

Bing paid search management is a powerful tool for driving qualified traffic to your website and increasing sales. Done right, paid search campaigns on Bing can be highly effective for reaching new customers and boosting your bottom line.

In this in-depth guide, we will cover everything you need to know to successfully run Bing paid search campaigns. We’ll discuss key aspects like campaign setup, keyword research, ad optimisation, and ROI tracking.

By the end, you’ll have a solid foundation to start or improve your own Bing advertising efforts. Let’s get started!

How Bing Paid Search Works

Bing paid search, also called search advertising, allows advertisers to display ads on Bing search results pages. When someone searches for a relevant keyword on Bing, your ad may appear above or alongside the organic search results

You only pay when someone clicks your ad. Bids are placed for keywords related to your business and products. The higher your bid, the higher your ad will be placed on the results page.

There are two main types of search ads on Bing:

Text ads display basic headline text, a URL, and a description. They are compatible on any device and ideal for straightforward messaging.

Native ads are designed to blend into the surrounding content for a less conspicuous advertising experience. On Bing, native ads currently appear on MSN pages based on the user’s search history. When clicked, they take users to designated landing pages.

Developing a Keyword Strategy

The foundation of any paid search campaign is identifying the right keywords. Take time on the front-end for keyword research to ensure your campaigns find qualified prospects. Here are some tips:

• Brainstorm long-tail keywords in your industry based on real customer questions. These multi-word phrases often have lower competition.
• Analyse search volume and click-through rates using the Bing Ads Keyword Planner tool. Filter for relevant keywords with sufficient searches and competitive bids.
• Consider related keyword variations like singular/plural forms or including modifiers like “best”, “cheap”, etc.
• Check your website analytics and existing organic rankings for keyword ideas that are already driving traffic.
• Look at the keywords your competitors are bidding on to identify gaps and opportunities.

A well-rounded list of about 100–200 relevant keywords tailored to your business and customer queries lays the groundwork for a successful paid search programme.

Optimising Your Ad Copy

Now that you have targeted keywords, the next step is crafting compelling ad text people will actually click. Follow these best practices:

Headlines: should be short, at 15 characters or less, and grab attention fast. Benefits, not features.

Descriptions: Give more info in 90–110 characters and explicitly answer “what” questions. Calls to actions like “shop now” work well.

Display URLs: Keep them simple and brand-focused rather than full webpage URLs.

Ad Extensions: Used for locations, phone numbers, sitelinks, etc. to enhance your presence.

Landing Pages: Optimise these to convert visitors into leads and sales.Match your ad messaging.

Be sure to A/B test different ad variations to see which perform best. Analytics can show you which types of ads and messaging styles appeal most to your audience. Constant optimisation keeps your ads fresh and engaging over time.

Mastering Campaign Management

To yield results, paid search requires active campaign management on an ongoing basis. Here are some best practices:

• Set daily budgets that make sense for your cash flow and scale up slowly as needed.
• Monitor click-through rates to see which ads need adjustment or replacement. Target at least a 1% CTR.
• Use automated bid adjustments to optimise automatically based on factors like time of day or device.
• Check your position; aim for the top 3 rankings if possible to maximise visibility.
• Analyse conversion data like on-site actions or purchases made from paid searches.
• Refine negative keywords to filter out irrelevant or unintended clicks.
• Consider remarketing ads to reach visitors who left your site without converting.
• Evaluate keyword performance monthly and pause or remove underperforming terms.

Proper campaign oversight via daily data analysis ensures you’re getting the highest ROI from each advertising dollar spent on Bing.

Measuring Success With Bing Analytics

Getting a handle on key performance metrics is crucial for determining the effectiveness of Bing search campaigns over time. Some important data points to track include:

• Cost per click (CPC): Average amount paid each time an ad is clicked. Keep an eye on changes.
• Click-through rate (CTR): percentage of impressions that lead to clicks. 2% or above is desirable.
• Cost per acquisition (CPA): Total cost divided by the number of conversions (sales, leads, etc.).
• Return on ad spend (ROAS): revenue generated compared to total spend. 2x or greater ROAS is good.
• Conversion rate: percentage of clicks turning into valuable actions like purchases.
• Impressions: Number of times your ad was displayed.

Use the reporting tools in your Bing Ads account combined with your website analytics to measure offline conversions too, like phone calls or offline sales attributable to paid traffic. Regular reviews keep campaigns performing optimally.

Common Bing Paid Search Questions

Here are answers to some frequently asked questions about running Bing paid search campaigns:

Q: How long until I see results?
A: Most advertisers start seeing some ROI within the first 30 days, but it can take 2-3 months for campaigns to fully ramp up. Be patient.

Q: Is it worth bidding on broad match keywords?
A: Broad match keywords cast a wide net but tend to get a lot of irrelevant clicks. Using phrase and exact matches yields better quality traffic for most advertisers.

Q: What’s the best device for ads?
Desktop still sees the most search activity, but growth is coming from mobile, especially phones. Ensure your ads and landing pages are optimised for smaller screens.

Q: How often should I rotate my ad creative?
A: Most experts recommend changing up at least 30% of your ads every 30 days to test new variations and keep your message fresh.

Q: How much should my daily spending be?
A: Start with $50–100 per day spread across campaigns and work up slowly based on results. Don’t overcommit until you have performance data to support higher budgets.

Q: Are there bid limits on Bing?
A: Yes, bid limits vary by location and device but usually range from $2–5 maximum per click. You can request bid limit increases with good account standing.

I hope these answers provide a helpful starting point for your Bing advertising efforts! Feel free to conduct further research as needed.

Key Takeaways

To summarise some of the main points covered:

• Develop targeted keyword lists based on customer search patterns and questions. Aim for 100–200 relevant keywords.
• Craft compelling ad text utilising best practices like short, benefit-driven headlines and descriptive ad extensions.
• Continuously test ad copy variations and leverage automated bid adjustments for optimisation.
• Monitor key metrics like CPC, CTR, CPA, and ROAS through built-in Bing Analytics reporting.
• Actively manage campaigns on an ongoing basis with keyword additions, removals, and bid adjustments.
• Be patient, as it can take 30-90 days for campaigns to ramp up and see returns. Focus on continual improvement.

Following these strategies lays the groundwork for successful, ROI-focused Bing paid search marketing over both the short and long term. Measure what works and refine what doesn’t to maximise results.