Just because you haven't seen this cousin, doesn't mean they don't exist. Bing reaches a phenomenal amount of people each month that use it as their primary search engine. A product of Microsoft, it is the second largest search engine in the world currently, serving a large chunk of the search world on a daily basis - a staggering 56 million searchers that aren't on Google.
So, why use Bing Ads? It is a growing platform, capturing 33% of the US search market and 12% in Australia in 2017 and only continues to grow. So, what does this mean for your business? Bing isn't as saturated as Google, meaning bidding for that top spot (both organically & paid) will require lower CPA & CPL rates. Although search volume is lower than that of Google, our clients that use Bing experience lower CTA's. Demographics are usually older and behaviour more predictable as these people are not technically motivated to change the default browser settings (suggestion: shifting the budget of your lowest performing Google Ads to Bing).
Head over to https://bingads.microsoft.com and create an account by following the on-screen instructions.
Once you have created an account, you will be taken to this screen:
This is where you set up your first campaign. As you can see, there's the ability to import an existing campaign from your Google Ads account. For now, we will skip this step and do some groundwork diving in.
Bing is very similar to Google Ads. Search Ads are the most widely used on the platform and is what we will be setting up today. Before we get into it, we need to make sure we are bidding on the correct keywords to drive traffic to your desired landing pages or websites. It's important that keywords not only cover branded keywords but also non-branded, or those with commercial intent - these are the keywords and phrases that people will be searching for when they're ready to buy.
Where do you start with keyword research? Start by typing in keywords that you want to show for and looking at the search results that you are presented with. Utilise the competitions (Google) search intent tool and start typing in long-form keywords and watch as Google guesses the phrase. These are all base-level, scraping the barrel approaches. To get to the actual guts of the keywords you want to be showing ads for and ranking organically, use Bing's Keyword Research tool available within the Bing Ads console.
Once you reach this screen...
Enter keyword phrases that relate to your product or service separated by a comma, and any other advanced targeting options you think will help return better data on the keywords you're searching for.
Neil Patel has used the example of 'buying wine' which you can see below. Pay particular attention to the CTR and CPC - these will indicate how relevant the lead is and how much it costs (on average) per click.
Another interesting tool that Bing has available is their Keyword Planner - again, you'll find it very similar to the Google Ads equivalent. Just enter a keyword just as above, the tool will then generate similar keywords and provide you with stats for average monthly searches, how much competition there would be bidding for the top rank and the suggested bid amount you should use to run your ads.
Click "get suggestions" and you should be redirected to this page...
Once you have completed your keyword research, it is time to set up your first campaign.
Go back to the Bing Ads dashboard and click on 'Create Your 1st Campaign' to begin.
You will then need to select the goal of your campaign from the list below. It is a good idea to know what each of these goals mean and how they are tracked before selecting what you want to measure. In this case, we will be selecting 'visits to my website'.
Name your campaign. Make sure it is specific and easily identifiable by everyone in your team that will be accessing your Bing Ads account. Be sure to also set your budget and decide how you want that budget spent throughout the day, where you want your ads to appear from the list shown, who will see your ads and what language websites your ads to appear on (should you be using the display network).
Click next and it's time to set up your ad group and allocate your keywords from your keyword research above. Enter the website URL you wish for people to land on (or click 'my website is not ready), enter the name of your ad group (again, be as specific as possible), and enter the keywords you wish to target based on the suggestions from your research above.
Note: there is another opportunity for you to do some last-minute keyword research and planning in the panel on the right-hand side.
Click '+create ad' and fill in the text boxes that appear. Ensure you choose either https:// or https:// depending on how your website is set up. Use the final URL you wish for searchers to land on, a link title (2 parts), the URL path you wish to be displayed, the ad copy you wish to be served and the URL you wish to have displayed on mobile should it be different.
You then have the opportunity to add site extensions based on the kind of information you want to provide to your prospective customers. My tip is to utilise as many as possible to ensure you're ahead of your competition.
You are now ready to choose the bid amount for the keywords you have allocated to the ads you have just created. The tool will automatically give you an estimate of key measurable metrics of which you can adjust your bid amount accordingly. Remember you can always be more advanced with how you want your ads served by clicking 'advanced campaign settings'.
THAT'S IT! YOUR CAMPAIGN IS READY TO GO LIVE. CONGRATULATIONS!
After Bing reviews your ad once after you've published it, your ad will be set live based on the budget, bid amount and schedule you assigned it. Remember you can always revisit your campaign and adjust accordingly although this isn't recommended for major changes.
There are plenty of decision-makers who think of marketing as no different to rent, cleaning or electricity. They understand it’s necessary and even useful, but to them, the less you can spend on it without noticing anything going wrong, the better.
For most businesses though, marketing plays a crucial role in shaping what the future will look like. Today’s marketing is tomorrow’s revenue. Investing in marketing to truly drive business outcomes is what all great companies understand and work tirelessly to execute on.
Review your databse of prospects and contacts. How extensive is it? Do you currently invest money in maintaining and growing this list? How eaily can you send segmented emails? Or see, at a glance, every interaction a contact as had with your marketing campaigns and salespeople? If your CRM technology does not allow you to take the actions outlined in this section, it's time to investigate the right options for your business.
Great marketing is why Apple can charge exorbitant amounts of money for products that are not all that different to their competitors.
It’s why Amazon has been able to grow year after year and dominate global markets across numerous categories.
It’s why companies like GoPro and RedBull have become synonymous with certain sports and have experienced incredible growth as a result.
None of these companies settled for the industry average when it came to setting their marketing budget. They all set out with a plan to create above average demand for their product and to harness this demand to achieve incredible outcomes.
The question for you is, what does your business look like if your marketing engine is able to create more leads or sales than you need to hit this year’s targets? Do you grow at a faster than expected rate? Increase prices? Get more focussed on working with your perfect customers? Plough excess profits into investing in the future?
Conversely, what happens if you under-invest in marketing relative to your competitors or your specific situation? What would having fewer leads or sales than you need to achieve your goals mean to your business this year?
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