Try Bing Ads To Drive More Visitors To Your Site

Posted by on 7 February, 2018

If you’re relatively new to internet marketing, you may have decided that paid traffic isn’t for you yet, as it’s much cheaper and easier to aim for free traffic.

First of all, there’s no such thing as free traffic.

  • ‘Free’ traffic takes time to set up, and time is money. A day spent setting up your social media profiles, or writing a bunch of niche articles, has a cost attached to it, in regard to your business.
  • Then of course, you have to wait for the traffic to build up from your free sources.

With PPC (Pay Per Click) advertising, however, you can have highly targeted visitors arriving at your site, in just a few hours.

There are many PPC brands, Google Adwords being the most popular, however, Bing PPC can be just as effective and it costs less.

In this post, I’m going to take you through the basics of running Bing PPC ads and you can then try them for yourself.

Bing ads tips

Remember that any traffic source, free or paid, needs to be given time to work. So it’s much better if you assign a budget for testing ads first, then roll out your successes for continuing profits.

Don’t forget, if it’s your first time trying Bing Ads then, just like Google, you can get a voucher to use to start you off.

Here’s a link to the UK one and you’ll find current vouchers for other countries with a simple search.

Click here to get £100 in search advertising, when you spend £20 in Bing Ads.

Here’s how to set up your first Bing ads in 6 simple steps:

Step 1. Research

The first thing you need to do is your research. This means collecting data, looking at the market, checking the competition and coming up with a plan.

Start by looking at how much money you’re currently making per visitor from your site, as this will give you an idea of budget.

For example, if you make $100 a day from 1,000 visitors, then that means you have 10 cents to spend on each visitor – though it’s likely to be less.

If you can start with this amount on a small keyword, then you can almost guarantee success and then invest more money over time in order to reach a wider audience and scale things up.

Once you find the right keywords, you should start targeting an audience that has a much higher conversion rate and earns you a lot more per visitor.

The next step is to research your keywords.

You can do this fairly easily using either Bing or Google’s Keyword Research Tool. This will allow you to see which keywords get the most searches and which have the most competition.

Step 2. Signing in and Signing Up

Traffic with Bing ads

Simple sign up with £100 in free ads when you spend £20!

The next step is simply to head over to Bing and then sign up for a new account. And don’t forget to use your coupon.

Click here to get £100 in search advertising, when you spend £20 in Bing Ads.

Step 3a. Importing a Google AdWords Campaign

If you already have a Google AdWords account, then the easiest way to get started is simply to import one of your campaigns from that network over to your new home.

This is easy enough to do. Simply find the link on the far right that reads ‘Import Campaigns’.

Now click ‘Sign in to Google’ and enter the Google username and password you use for AdWords.

Once you’ve done this, you’ll be taken to the next page where you’ll find the option to select the campaigns you want and import them. Select those and click ‘Continue’.

Now you’ll need to select a few settings that are unique to Bing or that require clarification when importing.

For example:

  • Choosing the Bing Ads account you want to import to
  • Choosing the right time zone (remember that Bing allows more flexibility in this department)
  • Choosing the appropriate options under ‘What to Import’
  • Choosing the options you want for your bids and budget

Now click ‘Import’ and you’re done!

Step 3b. Creating a New Campaign

Bing ad campaign

If you don’t have a Google campaign you wish to use, then click ‘Campaigns’ and then ‘Create a Campaign’.

Now you’ll be able to choose between regular search ads or product ads (with images for products).

You can also set the:

  • Campaign name
  • Time zone
  • Budget
  • Location
  • Language

You can also choose whether you want to show only in a certain location, or whether you also want to show to people searching for information about that location.

This can be useful, for example, if you are promoting an offer only available in a certain country or countries.

On the next page you have the option to set the bid for your ads. The great feature here is that you can choose the amount you want to pay for each keyword.

Which means you can bid less for smaller and more obscure keywords and bid more for the much more competitive searches where you’ll face more opposition.

Step 4. Viewing Reports

You’ll need to check your reports regularly of course, in order to keep track of how they’re performing for you.

You can do this by clicking the ‘Standard Reports’ button, where you’ll be able to see a breakdown of things like

  • CTR (click through rate)
  • CPC (cost per click)
  • CPM (cost per impression)

You’ll also be able to see a ‘quality score’ which will give you a little more information about how your ad is performing.

Step 5. Setting Up Goals

PPC returns

Set goals. Stick to your budget. Roll out successes.

Another very useful function in Bing is the ability to set up goals. This means being able to see whether people are actually buying products, signing up for things, and so on.

This can also allow you to calculate a ‘CPA’ or ‘Cost Per Action’, which tells you how much you’re paying for each sale or for each new subscriber.

This is often a much more useful metric than simply the cost per click.

Just click ‘ Shared Library’, then ‘Goals’ and then ‘Create Goal’. You’ll be given a Bing Ads Tag and you simply have to copy this script and paste it on the relevant ‘target page’.

Step 6. Managing Ads

As you track the performance of your ads, you’ll be able to manage them and tweak aspects in order to get more performance out of them.

In particular, you’ll have the option to change things like your bid/CPC, to set up ‘negative keywords’, to use dynamic keywords and to set up ‘ad extensions’.

You can even use more specific targeting for customers in order to more specifically target particular people with your ads.

At this point, running your campaigns becomes a matter of monitoring the results, iterating and then monitoring the effects of those tweaks.

The more you do this, the more you’ll gradually evolve your campaign into a perfectly oiled money-making, traffic-driving machine.

In Summary . . .

It’s not difficult to start a Bing Ads campaign.

They are very targeted, which means your conversions are likely to be higher, simply because your ad will only be shown to people who are interested in what you’re offering.

And it’s not as expensive as you might think.

Go through these steps and launch your first Bing Ads campaign today. It can take less than an hour to be up and running!

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