Best practices

Marketing Strategy: Best practices for Bing Ads

Learn the best practices for creating a successful marketing strategy using Bing Ads.

As digital advertising continues to play a critical role in today's business landscape, it's essential for marketers to consider all available platforms to reach their target audience. While Google Ads dominates the market share, Bing Ads is quickly proving to be an effective alternative with its unique features and growing user base. Here, we'll explore the best practices for developing a successful marketing strategy on Bing Ads.

Understanding Bing Ads and Its Importance

First, let's dive into what Bing Ads is and why it's important to include in your digital marketing strategy. Bing Ads is the advertising platform owned by Microsoft, used to display ads on Bing and Yahoo search engines. While it may not have the same search volume as Google, Bing Ads offers a unique set of benefits:

  • Less competition: with fewer advertisers on the platform, bidding for keywords is often less expensive on Bing Ads.
  • Targeted audience: Bing and Yahoo search engines attract a slightly different audience than Google, giving you the opportunity to reach a new, unique audience.
  • Bing search integration: Bing Ads seamlessly integrates with Bing's expanded search results, allowing for additional ad placements on and other partner sites.

However, these are not the only benefits of using Bing Ads. Another advantage is the ability to target specific demographics. Bing Ads allows you to target your ads based on age, gender, location, and device type. This level of targeting ensures that your ads are being seen by the right people, increasing the chances of conversions.

What Sets Bing Ads Apart from Other Advertising Platforms

One key factor that sets Bing Ads apart from other advertising platforms is its demographic targeting. Bing's user base tends to skew older and more affluent, making it an ideal platform for industries such as finance, healthcare, and travel. Additionally, Bing Ads offers a more personal touch with its customer service. Bing Ads has a dedicated support team that is available to help you with any issues or questions you may have.

The Growing Market Share of Bing Ads

Bing Ads has been experiencing steady growth in market share over the past few years. In fact, Bing and Yahoo's combined share of the search engine market is approximately 30%. While this may seem small compared to Google's 70%, it's still a significant audience that should not be overlooked. Furthermore, Bing Ads' market share has been steadily increasing, meaning that it is becoming a more important platform for businesses to consider when creating their digital marketing strategies.

In conclusion, Bing Ads is an important platform to consider when creating your digital marketing strategy. With its unique set of benefits, including less competition, targeted audience, and Bing search integration, Bing Ads offers a valuable opportunity to reach a new, unique audience. Additionally, its demographic targeting and dedicated customer service team set it apart from other advertising platforms. Finally, the growing market share of Bing Ads demonstrates that it is becoming an increasingly important platform for businesses to consider.

Setting Up Your Bing Ads Account

Now that you understand the importance of Bing Ads, let's get started on setting up your account.

Before we dive into the process of setting up your Bing Ads account, it's important to understand why Bing Ads is a valuable platform to advertise on. Bing Ads has a unique audience that may not be reached through other advertising platforms. This audience tends to be older, more affluent, and more likely to make purchases online. By advertising on Bing Ads, you can tap into this audience and potentially increase your sales.

Creating a Bing Ads Account

The first step is to create your Bing Ads account. This process is straightforward, requiring you to provide basic business information such as name, address, and payment method. It's important to choose a payment method that works best for your business. Bing Ads offers a variety of payment options, including credit cards, debit cards, and bank transfers.

When creating your account, you'll also need to choose a time zone and currency. It's important to choose the correct time zone and currency to ensure accurate reporting and billing.

Navigating the Bing Ads Interface

Once your account is set up, you'll be taken to the Bing Ads interface. The interface may seem overwhelming at first, but it's easy to navigate once you understand the various sections and tabs. Spend some time exploring the platform to get comfortable with it.

One of the most important sections of the Bing Ads interface is the Campaigns tab. This is where you'll create and manage your advertising campaigns. You'll also be able to view important metrics such as clicks, impressions, and conversions.

Linking Your Bing Ads Account to Google Ads

If you already have a Google Ads account, you can link it to your Bing Ads account to import your campaigns. This helps streamline the setup process and ensures consistency across platforms. By linking your accounts, you'll be able to easily manage and optimize your campaigns on both platforms.

It's important to note that while Bing Ads and Google Ads share some similarities, there are also some key differences. For example, Bing Ads has a unique audience that may require different targeting strategies than Google Ads. It's important to take these differences into account when creating and managing your campaigns.

In conclusion, setting up your Bing Ads account is a straightforward process that can potentially lead to increased sales and exposure for your business. By taking the time to understand the Bing Ads interface and linking your accounts, you'll be able to effectively manage your campaigns and reach a unique audience.

Developing a Successful Bing Ads Campaign

Now that your account is set up, it's time to develop a successful Bing Ads campaign. Here are the best practices to keep in mind:

Defining Your Target Audience

Before developing your campaign, it's crucial to define your target audience. Consider factors such as age, gender, location, interests, and past behavior to develop highly targeted campaigns.

For example, if you're a local bakery trying to increase your online sales, you may want to target individuals within a 10-mile radius of your location who have shown an interest in baking or cooking. By defining your target audience, you can create ads that speak directly to their interests and needs.

Conducting Keyword Research

Keyword research is a critical step in developing any successful digital marketing campaign. Utilize Bing Ads' keyword research tool to find relevant, high-traffic keywords related to your industry and target audience.

For instance, if you're a travel agency promoting a new vacation package, you may want to target keywords like "beach vacation," "all-inclusive resorts," or "family-friendly destinations." By selecting the right keywords, you can ensure that your ads are displayed to users who are actively searching for what you have to offer.

Creating Compelling Ad Copy

Your ad copy is what ultimately convinces users to click through to your website. Make sure your copy is concise, compelling, and relevant to the search query. Utilize Bing Ads' ad copy testing feature to test and optimize your ad copy over time.

When crafting your ad copy, focus on the unique value proposition of your product or service. What sets you apart from your competitors? Why should users choose your business over others? By highlighting your unique selling points, you can create ads that stand out from the crowd.

Utilizing Ad Extensions

Ad extensions allow your ads to display additional information such as a phone number or callout text. This information can increase your ad's visibility and click-through rate. Experiment with different types of ad extensions to see which work best for your campaign.

For example, if you're a local service provider, you may want to use the call extension to display your phone number prominently in your ad. This makes it easier for users to contact you directly from the search results page.

By following these best practices, you can develop a successful Bing Ads campaign that drives traffic and conversions to your website. Remember to continually test and optimize your campaigns to ensure that you're getting the best possible results.

Optimizing Your Bing Ads Campaign

Are you looking to get the most out of your Bing Ads campaign? Here are some tips to help you optimize your performance and achieve better results.

Monitoring and Analyzing Campaign Performance

Regularly monitoring your campaign's performance is a crucial step to achieving optimal results. Bing Ads offers a variety of reporting features that allow you to track important metrics such as impressions, click-through rate, conversion rate, and more. By analyzing this data, you can gain valuable insights into how your campaign is performing and make informed decisions about how to improve it.

For example, if you notice that your click-through rate is low, you may want to experiment with different ad copy or adjust your targeting to reach a more relevant audience.

Adjusting Bids and Budgets

Bing Ads' bidding system works similarly to Google Ads, allowing you to adjust your bids based on keyword competitiveness and performance. It's important to regularly review your bids and adjust them as necessary to achieve your desired results. By bidding strategically, you can ensure that your ads are being shown to the right people at the right time.

In addition to adjusting your bids, it's also important to regularly review your budget. By ensuring that you're allocating enough funds to your campaigns, you can maximize your reach and achieve better results.

A/B Testing Ad Copy and Landing Pages

One of the most effective ways to optimize your campaign's performance is by regularly testing different versions of your ad copy and landing pages. Bing Ads offers a variety of testing features that allow you to experiment with different elements such as headlines, calls to action, and page layouts.

By testing different variations, you can identify which elements are most effective at driving conversions and adjust your campaigns accordingly. This can help you achieve better results and improve your return on investment.

Implementing Negative Keywords

Implementing negative keywords is another important step to optimizing your Bing Ads campaign. Negative keywords are keywords that tell Bing Ads not to show your ads when a particular phrase or term is searched. By using negative keywords, you can ensure that your ad is only shown to users who are truly interested in your product or service.

For example, if you're selling high-end luxury watches, you may want to use negative keywords such as "cheap watches" or "affordable watches" to prevent your ad from being shown to users who are looking for lower-priced options.

By following these tips and regularly monitoring and adjusting your campaigns, you can optimize your Bing Ads performance and achieve better results.


While Google Ads may be the dominant player in the digital advertising world, Bing Ads offers a unique set of benefits that should not be overlooked. By following the best practices outlined in this article, you can develop a successful marketing strategy on Bing Ads that reaches your target audience and drives conversions for your business.