You are probably wondering why you should use Bing Ads if Google brings in a lot more traffic. What you may not realize is that Bing is still highly effective when it comes to advertising.
Recently there have been a lot of changes to Bing Ads. They’ve added a lot of new updates and features you could find extremely useful. These new additions have helped Bing’s market share grow, while Google’s has been steadily dropping. And with Firefox now using Yahoo as their default search engine, that market share will undoubtedly continue to grow.
So, if you are looking to make a big impression with your site, Bing Ads can help you. However, there are a few differences between Google Ads and Bing Ads, and it’s important that you review the new updates and features so you can get the most out of the platform and make it work for you. Here are some great tips on how you can optimize your Bing Ads.
Take Advantage of Automated Rules
This exclusive feature is incredibly helpful in that it lets you automate a number of processes including budgets, bids, and keywords, to name but a few. It can be a little intimidating setting up automatic rules, but it can save you a lot of time in the long run by automatically running large parts of your campaign without your input.
Bing Product Ads
Bing Product Ads are very similar to Google Shopping, in that they’re an excellent way to build up your Bing Ads account. The first thing you will need to do is develop a catalog you can upload to Bing. After that, you can create a campaign in which you will feature your product ads. These product ads will run beside your text ad. Not only will you stand out from your competition, but you will double your chances to get those all-important clicks.
Take Time Zones Into Account
How successful do you think your ads will be if they run when while everyone is asleep? With Bing, you can choose what time your ads will be displayed, adjusting for different time zones. This is a great way to maximize your exposure while reaching customers in other parts of the world.
Target Specific Audiences
It is important you know what your target customer base is, and how to reach them if you want to run a successful ad. An advantage that Bing has over Google is that it provides the tools you need to be in charge of who sees your ads. You can adjust each campaign separately, and use what’s called a buyer persona to target specific customers, which will allow you to implement your advertising in a much more efficient way.
Bing Ads gives you access to an efficient, competitive analysis tool, the Auction Insight Report, which provides you with invaluable information about how your ads are performing compared to your competitor’s. You’ll be able to view metrics such as average position, impression share, top of page rate and overlap rate.
Target Mobile Devices
In this day and age, over half of all searches on the internet are done on mobile devices, and although you may want your ads to show on all devices, targeting a particular device with its own tailor-made ad can be more fruitful. For example, if you are advertising a restaurant, then you may get more clicks off a mobile device, since most people search for nearby restaurants while out and about. With Bing Ads, you can optimize your ads for whatever device you choose.
Close Variant Matching
Bing recently enabled close variant matching along with the exact match, modified broad match and phrase match. This means you can match your keywords to related variations like stemming, singulars or plurals, and distinctness in abbreviations. Make sure you go over and examine in detail how the close variants are performing, to ensure they're matching correctly and not returning too many irrelevant search queries.
If your site is affiliated with a local company, Bing has features that allow you to customize for local SEO. If you are not sure how to SEO your site, you can find experts that will help you for an affordable price at Freelancer.com. You can post a project for SEO or any other project you may need, and gain an edge over your competitors.
As voice-activated search mechanisms continue to grow in popularity, it is important you stay ahead of the curve and optimize for these types of searches. Bing is ideal for this, as it is the default search engine for the ever-growing Siri. Another advantage of using voice-based keywords is that similar sounding words and errors are systematically accounted for.
Negative Keyword List
In order to get rid of wasted spend and block underwhelming queries, you can create a negative keyword list for your Bing account. A negative keyword list will help you eliminate keywords that are irrelevant or not performing as well as you would like. Bing allows you to have 5,000 keywords for every listing you create.
Track Top Moves
With Bing, you can check performance changes by ad groups and campaigns. You can tailor the criteria to view any particular changes made during a precise time period. There is also a feature called Top Movers, which helps you understand the reason for the changes so you can adjust your budget accordingly.
Bing ad extensions are very much like WordPress plugins and have a variety of different functions. The Bing extensions you can use include image, review, app, callout, call, site link and location.
There will be many times when someone visits your site but never buys anything, even though they might still have some interest in your services or products. In order to get their attention again, you can target them with a remarketing campaign. Bing offers a feature called Custom Events, which allows you to personalize your remarketing in a way to better relate to your target audience.
Use Existing AdWords Ads
If you’ve already used Google AdWords to create an ad, why do all that work again? Bing allows you to copy the ads you’ve already placed into Bing. Although Google AdWords and Bing Ads don’t use the same platform, you can save a lot of time by importing your ads. Of course, you will need to go over it and make the necessary changes to negative keywords, targeting, and other features, but at least you’ll have a good starting point.
With Bing Ads, you can upload up to six pictures to your text ads, which is great if you have a visually appealing product that you want to show off. Images are highly effective for catching the user’s attention since most people tend to ignore long-winded ads. Bing’s image extension lets advertisers link a particular URL to each picture and can be used on both tablet and desktop ads.
With all the unique features you can find on Bing Ads, not advertising on Bing is a missed opportunity, even if you are already advertising with Google. Microsoft consistently upgrades and adds new features to Bing to stay competitive with Google, and is the second most used search engine on the internet. If used correctly, Bing Ads can quickly improve your site rank number and can play a significant role in your success. There is no reason why you shouldn’t be using Bing Ads, so check it out now.
How do you use Bing Ads to drive the most traffic to your website? Let us know in the comments below.