SET UP BING ADS 

WHAT ARE BING ADS

Bing ads are both Microsoft and Yahoo teamed up to offer PPC services on their search engine platforms. Their Pay-Per-Click is much lower than Google Ads clicks, and they allow Affiliate Links to be promoted on their search engine, unlike Google Ads.

CREATE A CAMPAIGN ON BING ADS

Login to your Microsoft Ads account.
Go to the vertical menu located on the left-hand side of the screen
Click on Campaigns Tab
Now click on the blue button + Create (Note: You can also import campaigns from Google Ads to save time)
Click on "Visits to my Website" here (Always start campaigns on Website Visits and change them to Conversions at a later stage, but you should have conversion tracking installed) and select "Search Ads" and push "Next".
Name your Campaign
Decide on your Daily Budget (per day)
Chose your desired location now, if you are looking for a specific country, type in the country or city name and Push Enter.
Now, make sure “People In Your Targeted” is Selected, but Unselect “People Searching for or viewing pages”. (We only want to target people in the location we specify)
Now select which Language you wish to target
If this is an affiliate offer, Do Not select Dynamic Ads.
If it’s a business website, please Select Dynamic Ads.

CREATE YOUR FIRST AD GROUP

Now that you have successfully set up your campaign, its time to create your 1st Ad Groups.
Please enter the URL you wish to send traffic too.
Name your Ad Group (The name should be relevant)
Enter your targeted Keywords. (Always do keyword research with Microsoft Keyword Planner. Click TOOLS on the Top Horizontal Menu, and select Keyword Planner on the left side of the screen under Planner)
Now select the blue button- SAVE & GO TO NEXT STEP

CREATE BING TEXT ADS

Click on the + Create Ad button
For Ad Type, select Responsive Ad from the drop-down list
Enter your final URL
Enter 5 headlines here. (Don’t forget to include Primary keywords here)
Enter 2 Descriptions here. (Don’t forget to include Primary & Secondary keywords here)
Click SAVE now.
We recommend creating another 2 Ads so Microsoft finds the most responsive and highest converting combinations of ads.

BING EXTENSIONS

Extensions are add-ons for your advert. You should add as many extensions as possible to your advert. The more extensions, the higher your Bing Ad position and the higher your CTR (Clickthrough Rate).
Click on "Ads and Extensions" on the left vertical menu.
Now click "Extensions" on the left vertical menu.
Select the Type of Extension from the drop-down list, which is small red circle(below on diagram), next the word "view:"
Select your Extension (Action, App, Call, Callout etc)
Now click the blue + Create button

SITELINK EXTENSIONS

These are links to other pages of your website. These links appear on your Microsoft advert and allow users to click directly to a specific page.
Click on the blue +CREATE button
Type in your Sitelink Text
Add your Final URL- the webpage where you want to direct your traffic to.
Repeat the process with different pages of your website and click Save

ACTION EXTENSION

These are the buttons you want your users to click on. Each action text is unique to your business and must be chosen on what you want your user to do.
Click on the blue +CREATE button
Select Your Action Text from drop down list
Select the URL you want to direct the user to
Click Save

CALLOUT EXTENSIONS

These extensions allow you to highlight important aspects of your business.
Good examples here include:

EG1: 50% Commissions

EG2: Free Online Courses

EG3: Grow Your Email List

EG4: 30 Day Money Back

Click on the blue +CREATE button
Add up to 5 Callouts
And Click Save

CALL EXTENSIONS

Call Extensions allow you to add a phone number next to your advert, which allows mobile users to call directly, and laptop users to view your number for a quick call.
Click on the blue +CREATE button
Add your Number and
Click save now.

STRUCTURED SNIPPET

Structured Snippers list important attributes of your services and products. This can be anything from Brands, Amenities, Courses, Destinations, Goods, etc)
Click on the blue +CREATE button
Click on the Drop Down Amenities to see the other options
Enter your Values
Click Save.
PLEASE NOTE
You should complete as many of the extensions as possible, if you have a business store, make sure you do the Locations Extension. Affiliate Offers won’t be able to use the Location Extensions.

BUDGET AND BIDS

Add your daily budget.
Select Maximize Clicks.
Specify your MAX CPC- this specifically states how much you are prepared to pay for a click, go to the Microsoft Keyword Planner and see how much it costs to get to the first page of Google.
Click SAVE now
PLEASE NOTE:
It’s important to add conversion tracking, and later change your campaign from Maximize Clicks to Conversions. You should wait several months before making this change, as the systems will need time to see what converts, as it constantly gathers historical evidence to target the right customer.
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