How To Create A Basic Bing Ad
Overview
If you are interested in placing a PPC ad, this is a guide which will help you to create your first ad in Bing Ads.
What is PPC?
Pay-per-click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher, in this case Bing, when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.
Bing uses the term CPC.
A couple of years ago, Bing was the Microsoft Ad Center. Bing is owned by Microsoft and the name was changed from the Microsoft Ad Center to Bing Ads since Bing is their main search engine. Ads created in Bing will show up in a Bing search. They will not show up in a Google search because they are set up by Bing Ads. They are not as expensive as Google and there is less competition, so I believe that Bing is a great place to start if you are interested in PPC. Bing is a powerful search engine for advertising.
I will show you the basics of setting up the ad. Bing has the system set up so it is self explanatory, and there is a help section if you get stuck. It can be extremely confusing the first time you login, so my intent is to streamline the task, and hopefully it will save you frustration.
A Bing ad looks similar to a Google ad and is located on the right side of the search. Here is what a Bing Ad looks like:
The first thing you need to do is set up an account with Bing Ads. The intention of this post is not to teach you how to create accounts. You must do that first, then I will assume you already have an account and you are ready to create your first PPC ad.
To create ads you will be using the Bing Ads Editor which is a part of your account. It is a powerful tool that helps you to:
Create your online advertising campaigns
Make bulk changes to your campaigns, ad groups, ads, and keywords
Import campaigns from other advertising programs, such as Yahoo! and Google
The purpose of this post it to get you started with your first ad, then you can continue to learn the more advanced features.
The best way to illustrate how to set up an ad is by sharing screenshots, so the majority of this post will show the steps to take to create your ad. Bing Ads does a nice job of helping you create your ads, so follow the instructions already presented and use these screenshots for tips and hopefully giving the process more clarity.
The first part will be creating the ad.
The second part will be showing you how to edit and some tips to help you understand the program.
Bing PPC Ads are set up in a hierarchy. If you are new to PPC, the main thing to keep in mind to reduce confusion is understanding the difference between an Ad Group and the Ad itself.
Campaign-Main Overall Group
Campaign is composed of Ad Groups
Ad Groups are composed of one or several ads within it.
There are 4 steps to a successful Bing Ad Campaign
Preliminary Step-Create your account
Step 1-Create you ad
Step 2-Monitor your ad-Be able to read the performance stats.
Step 3-Make adjustments such as increasing or decreasing bids. This is why you need to understand how to edit within this program.
Part 1
Preliminary Step
Create your account-I will assume your account is created.
Step 1-Create your ad
You will start at the home page. The main section you will work in is campaign. So the first step is to click on campaigns as shown.
Adding Keywords-You need to do keyword research, but for now choose a couple keywords that are relevant to your ad and see how they perform. The more specific your keyword, the better. In this example, the keyword Top Tier in context of an online program is not established yet. The competition is low, so the bid is low. With time as more people become aware of it and search for it by it’s name, it will be more competitive and you will have to bid higher to be seen in the Bing search engine.
To understand the purpose of a keyword, simply put yourself in the shoes of someone searching for your offer. What words would they choose? That’s a good place to start.
There are 4 types of keywords you can use, exact, phrase, broad, and content. The types you choose depends upon what you are trying to achieve. I always choose exact and phrase. Sometimes I’ll use content, as in this case. Very rarely do I use broad. Again, each marketer is different and the types and amount of keywords you use depends upon many factors. The more types you choose, the more money you will spend, but you will increase the exposure of the ad. I would advise checking the Bing support center for more information about keywords.
Part 2 Editing your ad, bids, and keywords.
At this point, your ad is created and will be seen on Bing depending upon your bid. You need to see how it performs and make adjustments, therefore you need to know how to edit. Ad groups will show you the performance of the group, but you will have to click on the ads tab to edit the ad.
The editor is organized into 6 tabs
1) campaigns
2) adgroups
3) ads
4) keywords
5) ad extensions
6) opportunities
I will mainly discuss adgroups, ads, and keywords tab in this post.
1) Campaigns Tab-Shows Campaign overview and performance.
2) Ad Groups Tab-See group performance.
3) Ads Tab
The ads tab displays, shows stats, and allows editing of individual ads.
Click the Ads Tab==> Click on Ad ? Opens to where you started when you first created the ad. You can change your title, ad itself, or url etc.
4) Keywords Tab
When your ad runs, you need to check CTR which is Click through Rate. If it is low, you may need to make adjustments. Bing Ads has a section about the relevance of the ads which you can research. This shows you how to edit keywords and bids.
Shortcut Code:
Settings Tab for Campaign==>Keywords==>
5) Extensions-Advanced features
6) Opportunities Tab- A useful tool to help with keyword and bid suggestions.
Step 2-Monitor your ad-Learn how to read the performance stats.
Step 3-Make adjustments-Where editing comes in..
After you have become proficient in creating and monitoring your ads, the Bing adcenter has all types of tools available in the help section.
Research and Optimization Tools
Management Tools
Performance Analysis Tools
Application Downloads
I hope you found this guide helpful. Happy PPC’ing!
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