Search engine marketing (SEM) and pay-per-click advertising (PPC) can be summed up in three simple steps:
- People search online for a product or service
They enter search terms (called keywords) into search engines like Bing or Yahoo.
- They find your ad
If the keywords in your ad match a search, your ad appears next to or above search results on Bing and Yahoo.
- Customers reach out to you
You can configure your ad so people can call you, visit your website, or go right to your door.
|Challenge Save.ca, a digital provider of flyers and coupons in Canada, wanted to reach more of its target market, moms ages 35–55.||Solution The company began advertising on the Yahoo Bing Network and used Sitelink Extensions to send shoppers directly to the page — and ultimately the deal — they wanted.||Results Save.ca found that visitors coming from the Yahoo Bing Network, compared with those from Google, spent more time on the site and explored more pages. Ultimately, retailers credit Save.ca with sending shoppers to their stores to redeem their coupons or take advantage of a sale.|
|Challenge Kaufman Law, a personal injury law firm in Georgia, gets most of its clients from online advertising but faces increasing competition.||Solution The firm reaches clients with Bing Ads using features such as geographical targeting and Location Extensions. It also takes advantage of Sitelink Extensions so its potential clients can quickly access specific pages on its website.||Results Kaufman Law gets more clicks and spends less with Bing Ads than it does on Google. “We get three to four times as many clicks through the Yahoo Bing Network as we do with Google, and we spend 30 percent less,” says the firm’s practice manager.|
|Challenge Consumers had a low level of awareness of the Just Keep Livin (JKL) clothing line and its connection to actor Matthew McConaughey, who is the owner of and inspiration for the line. The company needed to increase brand awareness and generate sales in the competitive fashion industry.||Solution 6S Marketing, a digital marketing agency based in Canada, used Bing Ads as part of its JKL advertising strategy. Using Sitelink Extensions, the agency drove customers to specific JKL webpages. Bidding on Matthew McConaughey’s name for a campaign during the Oscars also led to a high quality score and a low cost-per-click with Bing Ads.||Results The Just Keep Livin clothing line increased brand awareness and sales. JKL saw a conversion rate of 46 percent and a cost-per-click of $0.48 with Bing Ads for the Oscars campaign. Many of 6S Marketing’s clients experience a good return on investment with Bing Ads. “Bing Ads is a great, viable option that can be cost-effective for clients and deliver the kind of results that they’re looking for,” says Chris Breikss, president of 6S Marketing.|
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Answers to common Bing Ads questions
Is Bing Ads right for my business?
All types of businesses find value and success with Bing Ads. Whether you’re focused on local calls and foot traffic, or want to drive traffic to your website from across the country or around the world, Bing Ads has solutions for you.
I already appear in search results for free. Why should I pay for advertising?
Your current customers may search for your business by name, making it easy to find you in search results. But customers you’ve yet to reach are more likely searching for general terms that wouldn’t necessarily bring up your business in search results. Advertising next to relevant Bing and Yahoo search results puts your business front and center with interested customers you otherwise might not reach.
What is the difference between SEO and SEM? Which one is right for me?
Search engine optimization (SEO) is adjusting your website to improve your natural ranking in search results. You cannot pay to improve your website ranking on Bing or Yahoo, thus we often refer to these results as unpaid or “organic” search results.
Clicks from SEO are free. But SEO also requires technical expertise and involves some factors over which you have only limited control.
Search engine marketing (SEM) is paid advertising that appears next to or above unpaid (or “organic”) search results. These paid ads are purchased through Bing Ads.
You pay for SEM clicks. But SEM gives you more control over when your website appears on results pages and you decide how much you want to pay. And you can measure which ads are working and quickly improve your results.
You don’t have to choose between SEO and SEM. You can do both!
If my time is limited, should I still try Bing Ads
Yes! Call a Bing Ads specialist at (800) 985-4671* and we’ll set up your first campaign for you for free. We’ll give you tips on getting the most out of your ads and set you up for success. We’re here to help you.
Where does my ad appear?
Your ads will appear on the top or to the right of Bing, Yahoo, and MSN search results. And you can choose to target your ads to different geographic regions, times or days of the week, and even demographics.
What determines my ad position?
Bing Ads is a pay-per-click (PPC) advertising system. You bid based on how much you are willing to pay per each click on your ad. Because webpages have a limited number of places to show ads, we auction those spaces. You are bidding against other advertisers to get your ads into the space you want. So if you bid on the keyword "shoe", you will have to beat the bids of the other advertisers who are also bidding on "shoe." You determine how much you are willing to bid.
Your ad position is based on several things, including:
The stronger you are in these areas, the better your chances of winning the top ad position.
- How closely your ad and website fit with the terms that are searched (relevance)
- How your bid compares to other bids in the Bing Ads auction
- How strongly your ad has performed in the past and how often it has been clicked (click-through rate)
How can I use Bing Ads to drive more people to my website?
Here are some tips to get better results:
- Review your budget and bid strategy. If your ads keep pausing, your budget limit may be set too low. Competitive bids help your ad stay in a strong position to catch eyes and get more clicks to your website.
- Expand your targeting, both for location and for devices (computer, mobile and tablet).
- Make sure your ads and website are relevant to the keywords you bid on. Would someone searching your terms expect to see an ad for your business?
How can I keep my costs down?
While your first instinct may be to lower your budget, first try lowering your maximum bids. Yes, this could mean fewer customers visit your site. But if you increase your quality score and build ads with a strong performance history, you may be able to win a good ad position with a lower bid. That would lower your cost-per-click and help stretch your budget.
How do I know if Bing Ads is working?
View a wide range of performance trends in your account to quickly see key stats: ad clicks, the number of times your ad appeared (impressions), spend, average cost-per-click, click-through rate, average ad position, cost per acquisition, and conversions. You can also run performance reports to get insights into how well your campaigns are doing.
Can I run more than one ad?
Yes! In fact, we encourage it. Only one ad will show at a time but running multiple ads lets you test different approaches to see what’s working best with your target customers. Frequently, businesses try out different ads for specific products or pages.
- How do I get started?
Which Keywords should I choose?
You have a few options to help choose your keywords. First you’ll want to think of the terms one of your customers might use to search for your products and offerings. Those search terms are a great starting point. Then you can use tools right in your account to find more keywords.Within Bing Ads, click Campaigns on the top of the page, click the Keywords tab, and then click Add Keywords. This will let you:
- Search for new keywords based on one you enter.
- Search a website for keywords.
- Search your destination URLs for keywords.
How can I write a good ad?
Here are a few tips that can help make your ad stand out.
- Keep your ads relevant. One way to improve relevance is to use your customers' most popular search terms in your ad titles and text.
- Describe what sets your product apart.
- Use your customers' language. Use words and a writing tone that are likely to attract your typical customer.
- Be specific. The clearer and more specific your offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50 percent off."
- Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.