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How to Set Up a Bing Account & Run Your First Campaign

by Rocket on 
November 15, 2018 | 
Google Ads

Bing Advertising. It's like that distant cousin you always hear about but haven't spoken to in years.

Just because you haven't seen this cousin, doesn't mean they don't exist. Bing Advertising reaches a phenomenal 9 million Unique PC Australian users. In fact, it is the fifth largest search engine in the world currently, serving a large chunk of the search world on a daily basis - with a staggering 175 Million monthly desktop searches in Australia.

So, why use Bing Ads? It is a growing platform, capturing 37.2 of the US search market and 18.1% in Australia in 2021 and only continues to grow. So, what does this mean for your business? Microsoft Advertising 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 Microsoft Advertising experience lower CPCs. Demographics are usually older and behaviour more predictable as these people are not technically motivated to change the default browser settings.

We highly recommend you to consider allocating some media budget from your lowest performing Google Ads to Bing Ads.

How to set up a Bing Ads Account

Head over to and create an account by following the on-screen instructions.

Microsoft Ads Image 1

Once you have created an account, you will be taken to this screen:

Microsoft Ads Image 2

This is where you set up your first campaign. As you can see, you can select one of three goals for your campaign; increase visits to your business location, increase visits to your website, or increase phone calls to your business. The option that you choose will depend on your intentions, metrics and goals for your ad. In this case, we will be selecting 'visits to my website'.

You will then fill out information that correlates to the goal you chose:

Microsoft Ads Image 3

Following, you will be asked to enter geographic information about where you want your ad to be shown.

Microsoft Ads Image 4

Find Relevant Keywords for Bing Ads

Bing Ads or Microsoft Advertising 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. Use 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.

Once you reach this screen…

Microsoft Ads Image 5

Enter keyword phrases that relate to your product or service, and any other advanced targeting options you think will help return better data on the keywords you're searching for.

Another interesting tool that Microsoft Advertising has available is their ‘Suggestions for you’ - 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.

Once you have completed your keyword research, it is time to set up your first campaign.

Setting Up Your First Bing Ads Campaign


There will be an option later on to import an existing ad from your Google Ads account.

You will then be taken to the following screen to begin creating your campaign:

Microsoft Ads Image 6

Name your campaign. Make sure it is specific and easily identifiable by everyone in your team that will be accessing your Microsoft 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).

Time For The Fun Part: Writing Copy, Adding Creative and Allocating Site-Extensions

Click '+create ad' and fill in the text boxes that appear. 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.


Once Microsoft reviews your ad 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.

Why the size of your marketing spend matters

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?

Are you considering Microsoft Advertising to generate more high quality, sales-ready leads for your business? Get in touch today; our resident Bing Ads experts are here to help!

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