Microsoft Bing Ads

Are you familiar with and use the Google Ads advertising system? Microsoft Bing Ads operates in a similar way – a paid advertising campaign implemented within the Bing search engine. With this, your ad will be available to other users. It’s worth taking advantage of this opportunity – even though Microsoft’s search engine is not as popular in Poland as Google. This could soon change, partly due to the AI technology being implemented by Microsoft. Therefore, it is wise to stay ahead of the competition and start establishing a strong position on Bing in both foreign markets and Poland. Now is the best time to do so!

Microsoft Ads (formerly known as Bing Ads) are paid ads published in the Bing search engine. Since January 2022, they have also been available to Polish users and in 28 other countries across Europe and Africa. This has provided advertisers with access to an audience group estimated at 41 million.

Remember! Microsoft Ads is not limited to the Bing search engine alone. The search network also includes AOL, Yahoo, and many partners (e.g., DuckDuckGo, Ecosia).

For you, this is a tremendous opportunity to appear where (possibly) your competition is not yet present.

What is Bing?
Bing, like Google, is an internet search engine. It is pre-installed on Windows-based computers and belongs to Microsoft.

Its goal, like Google’s, is to deliver the most relevant search results to users. However, these results may differ from those presented by Google due to the use of slightly different algorithms.

What is the popularity of Bing?
It’s undeniable that Google has dominated the market – controlling over 91% of the global search engine market. Bing, however, holds just under 9% market share. Did you know that:

• Bing currently holds 8.88% of the global market share?
• Bing is very popular in China, the USA, the UK, and Canada?
• Bing is primarily used by PC users?

This is great news for you – with Bing, you have the chance to:

• Reach a completely new group of users with your ads.
• Appear in foreign markets.
• Establish partnerships with companies whose employees exclusively use Microsoft software.

Therefore, it is worth utilizing the potential of Bing search to present your brand to a completely new audience. Now is the time to start your Microsoft Bing Ads campaign, which will open up even more possibilities for you.

Are you already running a campaign in Google Ads and wondering whether it’s worth investing in Microsoft Ads as well? Or are you considering choosing just one option – the one that works best for your business?

Both advertising systems essentially operate in the same way and offer virtually identical ad formats. However, this is where the similarities end.

Did you know that with Microsoft Ads, you can reach places where Google Ads has no presence? This opens up entirely new opportunities – with the possibility of reaching different customers than before!

Moreover, if you’re already using Google Ads and want to run campaigns on Microsoft Ads simultaneously, you can import campaigns and products. This is a huge convenience, allowing you to avoid creating ads from scratch.

Although Google Ads is the number one advertising system, Microsoft Ads is a rapidly growing alternative. Take advantage of its capabilities to attract new customers and increase your company’s revenue.

• Outpace Your Competition
  While most of your business rivals focus on Google Ads campaigns, you can get ahead of them. With Microsoft Ads, you can build a strong position in the search engine much earlier than your competitors.
• Open Up to New Customers
  With Microsoft Ads, you have the opportunity to reach customers who regularly use Bing, Yahoo!, DuckDuckGo, the Microsoft Audience Network, and MSN. With just one advertising tool, you can quickly open up to new audiences interested in your offer.
• Expand to International Markets
  Take advantage of the fact that Bing is not as popular in Poland as Google and open up to international markets. With Microsoft Ads, you can reach businesses in countries such as China, the USA, Canada, and the UK, where Bing is highly popular.
• Invest in Cheaper Ads
  Less competition means lower campaign costs – up to 25% lower compared to Google Ads. This allows you to secure much more advertising space within the same budget, positioning you as one of the leaders and leaving your competitors far behind.
• Utilize Campaigns Created in Google Ads
  If you’re using Google Ads, you don’t have to recreate campaigns in Microsoft Ads. There’s the option to quickly import data, so you don’t need to start everything from scratch. For you, this means significant savings in both time and money.

Would you like to ensure that your Microsoft Ads campaigns are managed by professionals? Partner with Verseo – we are a certified Microsoft Ads partner for advertising campaigns.

Are you already using Google Ads and wondering whether it’s worth launching a campaign on Microsoft Ads? This advertising system can help you increase your business visibility. Despite the dominance of Google Ads, Microsoft’s offering still remains a valuable platform with untapped potential worth leveraging.

Who Should Consider Launching a Microsoft Ads Campaign?

Consider this option if you:

• Want to reach new target audiences,
• Are looking to gain a competitive edge in other search engines,
• Plan to expand into foreign markets – primarily the United States and Western Europe,
• Have a limited budget.

In fact, anyone looking to broaden their reach or improve the effectiveness of performance marketing should consider Microsoft Ads.

To launch any Microsoft Ads campaign, you need to set up an account. This is the gateway to further actions, which include:

• Providing company details – e.g., business name, website, contact information,
• Setting a budget – which will be used within the launched campaign,
• Defining keywords – the terms for which your ad will appear in Bing search results.

Microsoft Bing allows for ad targeting, meaning your ads will reach selected groups of users. You can target by geographic regions, devices, demographics, and even schedules. This makes the campaign more precise, and consequently, more effective!

We Will Help Place Your Ad in a High Position
However, to achieve the desired results with a Microsoft Bing Ads campaign, it is not enough to simply launch it. You need to take the right actions to ensure it ranks high.

Did you know that the position of an ad in Microsoft Ads depends on:

• The relevance of the user’s search queries,
• Comparison of your offer with other available offers,
• Comparison of the ad’s historical performance, including its click-through rate.

The more refined your ad is in these areas, the greater its chances of securing a higher position. For you, this means a higher likelihood of a potential customer clicking your ad.

This requires expertise and experience, which we can confidently offer. We have successfully executed Microsoft Bing Ads campaigns and know how to optimize ads, what to focus on, and which parameters to adjust when necessary.

What We Do and How We Work
We take a comprehensive approach to ensure you achieve the best possible results! We begin by analyzing your needs, based on which we develop a work schedule. We will create your ad creatives – tailored to your needs.

• We create and launch your Microsoft Ads account – the first and most crucial step in starting the campaign.
• We define the target audience for your ads – ensuring that the paid advertising delivers the desired results.
• We select the most important keywords – those with high potential.
• We prepare a work schedule.
• We develop ad creatives – writing compelling ad copy designed to attract your audience.
• We monitor campaign progress – an essential part of ensuring the effectiveness of the actions taken.
• We optimize campaigns – making adjustments as needed to improve results.

We present results to you in regular reports, keeping you updated on ongoing actions. This way, you are always in the loop and know exactly how the planned budget is being spent.

Launching a Microsoft Ads campaign is, just like with Google Ads campaigns, a multi-step process. We will guide you through it entirely to maximize your chances of reaching new potential customers.

Creating an Account

The first step is to create a Microsoft Advertising account. We will set it up for you, enabling you to create new ad campaigns and monitor their performance. You will have continuous access to the account.

The First Bing Ads Campaign

Your first Bing Ads campaign requires familiarizing yourself with the Microsoft Advertising manager. This tool is very similar to Google’s system, making it easy to navigate for those who are already familiar with Google Ads.

Campaign Goals and Targeting Options

Before launching your campaign, it is important to define its objectives (such as increasing brand awareness or website traffic) and determine the target audience. This is a crucial step that directly affects the profitability of promoting your business within the Microsoft ad network.

Choosing and Verifying Keywords

Selecting the right keywords ensures that your Bing Ads will be shown only to users who have a high “conversion potential.” It is essential to approach this task carefully and use advanced tools to refine the keyword selection.

Creating Ads in Bing Ads

Creating ads is simple and quick. You can easily specify the text you want to display in the ad and determine its format. This user-friendly process makes ad creation efficient and straightforward.

Budgeting and Setting Bids

Bing Ads gives you full control over campaign costs and allows you to set maximum bids at the campaign level. This flexibility helps you manage your budget effectively.

Launching a Bing Ads campaign is just the beginning. It is equally important to monitor its performance to ensure the best results. Here’s what you need to do to achieve the highest possible ROI:

Understanding Metrics and KPIs

The Microsoft Advertising system provides you with comprehensive statistics. It shows, for instance, who your ad audiences are and lets you monitor KPIs (Key Performance Indicators) to measure campaign effectiveness.

Optimizing Ads and Keywords

Analyzing the performance of Bing Ads allows you to make informed changes to the displayed messages. By optimizing them, you increase their conversion potential, improving the effectiveness of your campaign.

A/B Testing Ad Variants

A/B testing is an essential component of running a campaign. It helps you compare different ad variations to identify the most effective one, ultimately boosting ROI.

Improving Ad Quality Scores

Monitoring allows you to check if your ads and other messages are reaching the most relevant and high-potential audiences. If not, adjustments can be made to improve the targeting and overall effectiveness.

Scheduling Ads and Adjusting Bids

Bing Ads allows you to set specific times and days for your ads to be displayed and adjust bids based on your budget goals. This flexibility helps your campaigns adapt to audience needs and your business’s promotional plans.

This flexibility and control make advertising on Bing Ads a strong tool for achieving targeted and optimized results.

Bing Ads campaigns and SEO are two distinct concepts. The latter refers to the position of your website in the organic search results of Bing search engine. The former, on the other hand, refers to paid advertising. However, contrary to appearances, both concepts overlap.

The Relationship Between Bing Ads and SEO

The auction system of Bing Ads can promote websites that are better optimized for SEO. This currently means higher-quality content that is precisely tailored to the expectations of search engine users and is transparent. Therefore, it is worth investing in both elements.

How Bing Ads Can Complement Your SEO Efforts

SEO involves activities whose effects are seen only after several months of work. If you want to “skip the line” and achieve immediate results, consider supporting your efforts with Bing Ads campaigns. They can quickly generate new inquiries that will translate into sales!

Running a Microsoft Ads campaign independently consumes only the designated budget. However, this does not mean that such a solution will be cheaper.

Think about:

• How much time will it take you to prepare a well-targeted campaign?
• Do you have the time required to monitor the results?
• Do you have the knowledge and experience to optimize the campaign?

Therefore, savings may be illusory, which is why it is worth collaborating with us. The cost of a Microsoft Ads campaign will be higher, but in return, you can count on comprehensive services. We will handle the execution of paid advertising, and you can focus on running your business.

Cheaper does not always mean more cost-effective!

Contact us, and we will prepare a customized quote for you. It will include:

• Advertising budget – the amount entirely allocated to displaying and clicking on paid links.
• Agency service fee – the amount covering the costs of campaign launch, management, and optimization.

The recommended budget for Microsoft Ads advertising should not be less than PLN 2,000. However, much depends on the results you want to achieve.

Do you have a smaller budget? We will prepare a campaign that fits your company’s financial capacity.

Remember! The entire process will be tailored to your needs – depending on your expectations.

How does advertising in Bing Ads differ from Google Ads?
It differs in the placement of the ads. Bing Ads appear in the Bing search engine and its partner network, not in Google. However, the rules for creating and managing them are similar to Google Ads.

What are the costs of advertising in Bing Ads?
The costs can be significantly lower than promoting through Google. There is much less competition on Bing, and its potential is growing dynamically. That’s why it’s worth planning your Bing Ads budget now.

Is advertising in Bing Ads effective for small businesses?
Yes! You’re competing with far fewer competitors, which means you can stand out more quickly, even with a smaller budget.

What are the most common mistakes made when creating Bing Ads campaigns?
The most common mistake is attempting to manage campaigns independently. Although the system is quite simple, incorrect targeting can ruin your plans and cause you to lose the money invested in the campaign.

What are the best tools and strategies for optimizing Bing Ads campaigns?
Much depends on the nature and scope of the campaign as well as its goal. Therefore, the choice of tools should be discussed with experts.

Can I use both Bing Ads and Google Ads at the same time?
Absolutely! These are two separate marketing communication channels that complement each other. You can use both, along with SEO. The important thing is to ensure that all activities across these channels are aligned.

How can I track the results of my campaign in Bing Ads?
Through Microsoft Advertising. Analytical data is available in your advertising account. It is also possible to track through Google Analytics.

What is Bing Ads Editor and how do I use it?
It is a tool for creating Bing Ads. Using it is similar to the tools provided by Google.

Can I import my campaigns from Google Ads to Bing Ads?
Yes! It’s a very simple and convenient solution. This makes it easy to manage campaigns in both systems.

What is the minimum budget for Bing Ads advertising?
We recommend allocating a minimum of PLN 2,000 for Microsoft Advertising campaigns. However, much depends on the industry you’re in and what you want to achieve with this form of promotion. Contact our experts to discuss the details.