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How Bing Ads and Yahoo work for you

Search engine marketing (SEM) and pay-per-click advertising (PPC) can be summed up in three simple steps:
 
 
  1. People search online for a product or service
    They enter search terms (called keywords) into search engines like Bing or Yahoo.
  2. 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.
  3. Customers reach out to you 
    You can configure your ad so people can call you, visit your website, or go right to your door.

How Bing Ads helps

The power of Bing and Yahoo

The Yahoo Bing Network is the combined advertising marketplace consisting of Yahoo, Bing, and related partner sites. They all work together to bring you a distinct, valuable audience. Millions of searchers use our network — some of them right in your area.

Find customers anywhere – or right next door

You can advertise globally or locally, creating ads that reach customers in a single country or city – even within a specific distance from your business.

Reach the fast-growing mobile market

Search is exploding on mobile devices such as phones and tablets. Bing Ads gives you the tools to specifically reach customers on the go – customers who may be walking right through your neighborhood.

You control your budget

We provide the tools that help you manage your campaigns against your advertising goals. Whether that is working with a fixed budget or trying to hit a cost per acquisition or action, Bing Ads offers you the control to make that happen.

We make search advertising easy

If you’re already using another product like Google AdWords, it’s easy to import your current campaigns directly into Bing Ads. If you’re new to search advertising, we’re here to show you the way to creating great ads.

Case study

Online marketing with Bing Ads helps your business succeed
Challenge PhotoBox, an online digital photo service with more than 22 million members, needed to find new customers and meet ROI goals within its financial boundaries. Solution To expand its audience while keeping cost per acquisition low, PhotoBox turned to Bing Ads and the Yahoo Bing Network. The company used tools such as Bing Ads Editor to efficiently manage and optimise its campaigns, and also received strong account support to find new ways of reaching customers. Results Bing Ads delivered PhotoBox a boost in visitors, sales and ROI. “Our Bing Ads CPA is on average 25 percent lower than our target CPA, making it the most efficient traffic source in our digital account,” says Bhavik Patel, PhotoBox search specialist. Site earnings from Bing Ads also jumped: Revenue is eight percent, up from four percent last year. As a result, PhotoBox plans to expand all of its product lists and campaigns to Bing Ads.
Bathroom retailer achieves 25 percent lower cost per click with Bing Ads
Challenge Better Bathrooms, a retailer that offers thousands of products online and has showrooms in three U.K. locations, competes against much larger, established companies. Solution Better Bathrooms uses Bing Ads as an important part of their digital marketing mix because it allows them to target potential customers who will drive traffic to their website. They can also increase or decrease budgets instantly with Bing Ads, and they use Location Extensions to help people easily call and visit their local showrooms. Results Better Bathrooms has seen an increase in the amount of visitors to their website, as well as an increase in sales. Furthermore, in comparison to Google, they have seen a better ROI. “We actually see our cost per click lower than Google on Bing Ads. It’s roughly about 25 percent lower, which is great,” says Richard Banks, PPC and SEO Manager, Better Bathrooms.
Air New Zealand brings innovation to online advertising with Rich Ads in Search
Challenge Air New Zealand's marketing team has earned a reputation for innovative, humorous online safety videos that entertain customers and create viral horsepower. To coincide with the 2012 launch of the movie “The Hobbit,” they enlisted hobbits, elves and orcs to assist in their flight safety briefing. They even had Gollum directing passengers to exits via the floor lighting, and an elusive ring dropped below the seats. A creative approach is a "precious" commodity, and Air New Zealand wanted to expand their innovation to online advertising, build brand awareness and stand out in the search space. Solution They decided to try Rich Ads in Search, a Bing Ads product that allows brands to dominate the space at the top of the search results. With this solution, Air New Zealand could embed videos with ads for user queries related to their brand. When a user clicked on their video, it expanded downward into the search results, allowing the user to watch the video there before clicking through to a dedicated microsite that featured the chance to enter a competition. Results The campaign was timed perfectly with a peak in consumer interest in both “The Hobbit” and New Zealand, and boasted some very positive results: The ads drove people to the contest microsite in a cost-effective way, and click-through rates grew significantly compared to regular text ads.

Air New Zealand was so pleased with the results, they've since launched another Rich Ads in Search.

Get started today

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FAQ

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 optimisation (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 0800 085 1089* 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:
    1. How closely your ad and website fit with the terms that are searched (relevance)
    2. How your bid compares to other bids in the Bing Ads auction
    3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate)
    The stronger you are in these areas, the better your chances of winning the top ad position.
  • 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.