In the dynamic realm of online advertising, the landscape extends far beyond the confines of Google Ads. Enter Bing Ads, or as it's commonly known, Microsoft Advertising, a strategic alternative offering a compelling platform for paid search engine optimisation. Mintense, a certified Bing Ads Specialist, understands the untapped potential within Bing's ecosystem, and is ready to share the success with you.
Bing, attracting a staggering 1.3 billion users monthly worldwide, offers a unique opportunity to expand your audience and improve your marketing strategy. Mintense recognises that a successful Bing Ads strategy needs a deep understanding of the platform's user demographics. Bing's users, on average, tend to be older, with a median age of 45 years old. They boast a higher average household income, are more likely to have pursued higher education, and are more likely to be married. This distinctive demographic profile presents a golden opportunity for industries targeting a more mature and financially established audience.
In the ever-evolving landscape of digital advertising, a Bing Ads Specialist like Mintense brings a wealth of expertise across diverse sectors, including healthcare, B2B, luxury B2C, finance, tech, and e-commerce. Contact us now!
Our Approach to Bing Ads Strategy
Building a successful Bing Ads strategy requires a strategic and comprehensive approach. Mintense, as your trusted Bing Ads Specialist, employs a 9-step strategy designed to unlock the full potential of your advertising attempts. Let's look at each step, combining industry expertise with proven tactics for a unique Bing Ads Strategy:
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From Google Ads to Bing Ads
Start by importing your Google Ads campaigns into Bing Ads. You can use Microsoft's user-friendly import feature to transfer your Ads campaigns. However, be careful as Bing and Google have a few differences that we will analyse later. Remember to carefully review and adjust crucial elements like bids, budgets, and negative keywords to align with Bing's unique parameters. This meticulous process ensures a smooth transition and sets the stage for a lower-cost and more focused audience campaign. -
Understand Your Audience
Recognising the unique demographic makeup of Bing users is pivotal for campaign success. Older, more affluent users tend to gravitate towards Bing, presenting a lucrative audience for certain industries. Tailor your Bing Ads Strategy to the potentially less tech-savvy but financially capable Bing audience. Mintense's expertise across diverse sectors ensures a nuanced understanding of your target audience on Bing. -
Craft your Strategy and Budget
Begin your Bing Ads campaign with a broad approach, targeting as many users as possible within your budget. Analyse the results and progressively narrow your audience based on demographics and user traits. This process allows you to refine your ads, creating more valuable content tailored to the preferences of your most responsive audience segments.
Furthermore, pay attention to your budget: Mintense emphasises the potential of a small budget stretching on Bing. The lighter competition on Bing often translates to lower costs per acquisition (CPAs), providing advertisers with a more efficient use of their budget while reaching millions of daily search engine users. -
Quality Content
Develop ads that not only incorporate relevant keywords but also appeal directly to your audience (similar to Search Engine Optimisation). Mintense recommends using on-brand colours, high-quality images, and easy-to-read sentences. By keeping ads clean, engaging, and visually appealing, you can maximise their impact and capture your audience's attention effectively. To help you in this task, entrust a Bing Ads Specialist like us. -
Leveraging In-Market Audiences
Similar to Google Ads, Microsoft Ads offers in-market audiences, targeting users displaying intent to make purchases. Bing Ads' in-market audiences use artificial intelligence (AI) to craft lists of users exhibiting signals of purchase intent across different categories. These intent signals encompass searches, clicks, page views, and other interactions on Bing or Microsoft services. The strategic use of in-market audiences saves costs, increases conversions, and simplifies the targeting process. -
Improving Quality Score
Quality Score plays a crucial role in Bing Ads campaigns, measuring a website's authority and popularity. The quality score goes from 1 to 10, with 10 indicating the highest score achievable. A higher quality score is anticipated when your keywords, ads, and landing pages exhibit high relevance. Conversely, a lack of relevance results in a lower quality score. Mintense advises constant monitoring and improvements to your Quality Score by conducting extensive keyword research, optimising landing pages, and refining ad group targeting.
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The UET Tags
The Universal Event Tracking (UET) tags help us track what visitors do on your site, allowing us to improve ad performance, optimise costs, and target specific groups effectively. This powerful tool allows Bing Ads Specialists like Mintense to create custom audiences for remarketing, improve ad performance, and optimise CPC (Cost Per Click) and CPA (Cost per Action) for specific user segments. -
Importing Social Media Campaigns
Bringing your Facebook campaigns to Microsoft can be a savvy move to broaden and diversify your audience reach, especially for businesses with robust Facebook ad campaigns. While some adjustments may be necessary, this strategy ensures a cohesive and synergistic approach across platforms. Trust Mintense and build your personal Bing Ads Strategy. -
Using Microsoft Ads' Innovations
Explore the capabilities of video extensions on Microsoft Ads to enhance user engagement. These extensions allow your videos to appear alongside search ads, offering a visually appealing and interactive experience. Mintense emphasises the importance of adding captions for improved accessibility and encourages businesses to leverage the unique advantages of video extensions in their Bing Ads campaigns.
In adopting these 9 strategic steps, Mintense positions itself as the premier Bing Ads Specialist, guiding businesses towards unparalleled success in the dynamic landscape of online advertising. Partner with a Bing Ads Specialist and witness the transformation of your Bing Ads campaigns into powerful drivers of online visibility and business growth.
Why is a Bing Ads Strategy so important?
There are two main reasons to integrate a Bing Ads Strategy into your marketing arsenal.
Firstly, the possibility of reaching new audiences: Diversifying your advertising channels is a key strategy in modern digital marketing. With Bing Ads, you're not just reaching an additional 1.3 billion users but tapping into a demographic that may not be as readily available on other platforms. Bing's expansion to 32 new countries in Asia and Latin America in 2022 further underscores its global relevance, providing access to previously untapped markets.
Furthermore, there is also the chance to convert that new audience: Expanding your reach is just the first step. The true value lies in conversion: a well-crafted Bing Ads Strategy delivers tangible results. Mintense, as a certified Bing Ads Specialist, creates strategies that not only attract but convert audiences, ensuring a comprehensive and significant marketing approach. It surely looks like a lot of information, but don't worry: Contact Mintense now!
The Differences Between Bing Ads and Google Ads
Google Ads and Bing Ads (Microsoft Ads) operate on a pay-per-click model, making them similar in many aspects and capable of serving comparable purposes. Yet, it's crucial to acknowledge the distinct differences between the two platforms before determining which one aligns better with your specific requirements.
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Audience Differences: Google Ads boasts an extensive reach, capturing nearly 75% of the online search market, thanks to Google's unparalleled status as the world's most widely used search engine. In contrast, Microsoft Ads caters to a more modest audience, securing approximately 12.18% of the market share for online searches. Therefore, a Bing Ads Specialist becomes a key player for advertising.
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Cost Differences: Bing Ads generally come with a lower cost compared to Google Ads, primarily due to its less competitive environment. If you're seeking increased visibility for your business but aiming to manage ad costs more effectively, this aspect could be particularly valuable for your advertising strategy!
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Controlling Differences: Unlike Google, where certain settings like network, location, language, ad scheduling, and ad rotation are determined at the campaign level, Bing Ads allows for more flexibility at the ad group level. In addition, Bing permits adjustments specific to individual ad groups, offering a level of customisation beyond what Google provides. Notably, Bing Ads goes the extra mile by enabling advertisers to associate distinct ad campaigns with different time zones, a functionality not available in Ads.
The Power of Dual Strategy: In the competitive digital advertising landscape, the strengths of Microsoft Advertising and Google Ads complement each other. Mintense recommends utilising both platforms with a solid Bing Ads Strategy, ensuring a comprehensive approach to maximise your business's overall reach online.
Mintense, Your Bing Ads Specialist
Step into the future of online success with Mintense! While Google takes the lead, don't miss out on the incredible potential of Bing Ads, a rising star with a unique audience. Mintense, your digital guide, masters the art of combining Microsoft Advertising and Google Ads for a powerhouse marketing strategy. Our expertise ensures not just higher conversions but a wider online presence for your business.
Ready to revolutionise your digital game? Join forces with Mintense, and make Bing Ads a valuable part of your campaigns. Contact us now and watch your brand soar to new heights in the dynamic world of online marketing.
FAQ, Microsoft Advertising campaigns
Is Microsoft Advertising worth running if your budget is small?
Often yes, because it is usually the cheaper of the two search platforms, but treat it as an addition rather than a replacement. The sensible order is to make Google Ads work first, then move a modest share of spend across and see whether the enquiries hold up. If the volume in your market is too low to produce a meaningful number of conversions, the account is not worth the management time.
Is importing your Google Ads campaigns enough in the long run?
No. An import is a starting point, not a strategy. Once the account has its own data you will find that search terms, device performance and the keywords that convert differ from Google, so the two accounts drift apart. Review the imported structure after the first month, write ad copy for this audience rather than reusing it wholesale, and stop re-importing changes automatically, or you will overwrite decisions the Microsoft Advertising data told you to make.
Does Microsoft Advertising reach the countries you sell to?
It depends on the market, so check before you commit budget. The share of search that Bing takes varies a great deal from one country to another, and a platform that delivers steady enquiries in one of your markets can be almost silent in the next. Run it country by country rather than as a single international campaign, give each market its own budget, and keep the ones that produce enquiries at a cost you are happy with.
How do you report on Microsoft Advertising and Google Ads together without double counting?
Use one source of truth for conversions, normally your analytics or your CRM, and treat each platform's own conversion count as a working figure for optimisation only. Both platforms claim credit for the same enquiry when a buyer sees ads on each, so adding the two dashboards together inflates your results. Tag every campaign consistently, check the totals against the enquiries that actually reached your inbox, and report on that number. Mintense reports on the CRM figure for exactly this reason.
How long before the account is worth judging, and what does managing it cost?
Lower search volume means data accumulates more slowly than on Google, so give the account longer before drawing conclusions: often several weeks more to reach the same number of clicks and conversions. Cost has two parts, the media spend you choose and the management fee, which reflects the number of campaigns, markets and languages rather than the size of the budget. Judge it on cost per enquiry, never on impressions.
