A Simple Guide to Microsoft Ads
Microsoft Ads, formerly known as Bing Ads, should not be overlooked by digital marketers. While Google remains dominant in the search market, Microsoft Ads holds second place and should be taken seriously.
It is important for savvy digital marketers to understand how to utilise the power of Microsoft Ads and effectively advertise on Bing. By doing so, they can potentially reach a new audience and tap into a significant market opportunity.
In this guide, we will explore the strengths of Bing Ads and provide step-by-step instructions on setting up your first campaign.
Additionally, we are offering a free guide to social advertising, which outlines the five steps to building effective campaigns. These instructions are straightforward and proven to work, without any gimmicks or boring tips.
So why should you use Microsoft Advertising? Despite Google’s dominance, Microsoft’s search engine holds a significant share of the market with 9% and over 1 billion unique visitors each month. This makes Bing Ads a valuable tool for businesses.
If you are targeting PC users, Bing Ads may be particularly beneficial. According to Microsoft Search Network data, there are 14.7 billion monthly PC searches and 653 million unique PC users across their platforms.
However, audience sise is not the only factor to consider. There are other differences between Bing Ads and Google Ads, such as cost-per-click and click-through rate. Bing Ads also offers unique benefits, such as integration with LinkedIn.
While many marketers prioritise advertising on Google Ads, setting up a campaign on Microsoft Ads is just as easy, if not easier. Bing Ads offers several attractive benefits for businesses.
One advantage of using Microsoft Ads is that your ads will appear on multiple sites, including Bing, MSN, Yahoo, and AOL. Microsoft and Yahoo also have syndicated search partners that operate smaller partner sites. You have the flexibility to choose where your ads are displayed, allowing for targeted ad distribution.
Although Google also has search partners and wider reach, if your target audience is more likely to use Outlook than Gmail, Microsoft Ads may be the better option.
Overall, Microsoft Ads should not be underestimated by businesses. By leveraging the power of Bing Ads, digital marketers can expand their reach and tap into a potentially lucrative market.
Launching a Microsoft Ads campaig
Launching a Microsoft Ads campaign is a relatively straightforward process. Here are the steps to get started:
Step 1: Sign in to your Microsoft Advertising account or create a new one if you don’t have an account already.
Step 2: Once you’re logged in, click on the “Campaigns” tab in the top navigation menu.
Step 3: Click on the “+ New Campaign” button to create a new campaign.
Step 4: Select the campaign goal that aligns with your advertising objectives. Microsoft Advertising offers various goal options such as driving website visits, generating phone calls, or increasing conversions.
Step 5: Choose your campaign settings, including the campaign name, budget, and start and end dates. You can also select the geographic location and language targeting.
Step 6: Set up your ad groups within the campaign. Ad groups help you organise your ads and keywords based on specific themes or targeting criteria.
Step 7: Create your ads by providing the necessary ad copy, headlines, and display URLs. You can also add ad extensions to enhance your ads’ visibility and performance.
Step 8: Choose your targeting options, such as demographics, interests, or specific devices and operating systems.
Step 9: Set your bids and budgets for each ad group. Microsoft Advertising offers various bidding options, including manual bidding or automated bidding strategies.
Step 10: Review your campaign settings and ad copy to ensure everything is accurate and aligned with your advertising goals.
Step 11: Click on the “Save” or “Launch” button to activate your Microsoft Ads campaign.
Step 12: Monitor the performance of your ads regularly, make adjustments as needed, and optimise your campaign for better results.
Remember to track key metrics such as clicks, impressions, conversions, and cost per click (CPC) to gauge the effectiveness and ROI of your Microsoft Ads campaign.
Are you interested in trying out Microsoft Ads for yourself? Microsoft Ads Smart campaigns are the easiest way to get started with advertising. In this guide, we will take you through the step-by-step process of running Bing Ads with Smart campaigns.
Smart campaigns utilise Microsoft’s AI to create ads and manage your advertising campaign for you. They are highly effective and incredibly simple to create. However, if you prefer more control over the detailed aspects of your campaign, you may want to consider Expert mode.
We will discuss Expert mode towards the end of the Smart campaign step-by-step process.
Here is a breakdown of the steps involved in running Bing Ads with Smart campaigns:
Step 1: Sign up or sign in to Microsoft Ads Head to the Microsoft Advertising website and choose either Sign up or Sign in. Follow the prompts to create your own Microsoft Advertising account.
Step 2: Set your advertising goal Microsoft will prompt you to choose a goal for your campaign. Once selected, click Next.
Step 3: Provide your business information Fill in your information and click Next.
Step 4: Set your target radius If you want to target multiple locations worldwide, you can do so in Expert mode.
Step 5: Enter your keywords Microsoft will suggest keywords related to your services. You can also use Microsoft’s keyword planner to enhance your SEO strategy.
Step 6: Fill in the text boxes Preview what your ad will look like on the right side of your window. Microsoft will notify you if you exceed the recommended character count to avoid truncating.
Step 7: Add your phone number This step is optional. If your business operates solely online, you can skip this step.
Step 8: Set your budget Microsoft provides an Estimated performance box on the right side of your screen, where you can see your potential monthly impressions and clicks. You can also use the slider scale to compare your budget with your competitors’ average spend.
Step 9: Provide your contact and payment information Follow the prompts to fill in your business’s contact information and payment details.
Step 10: Submit and go live Microsoft Ads will review your campaign, and you should be live within a day. You can then explore your campaign to track its progress.
Congratulations! You’ve successfully set up your Microsoft Ads campaign using Smart mode.
Expert mode offers more control and features than Smart mode. It is recommended for advanced marketers and advertising professionals who prefer a hands-on approach to campaign management. Expert mode allows you to add more content to your ads, provides additional performance reporting and tracking, and grants greater control over campaign management.
To switch from Smart mode to Expert mode, follow these steps:
Step 1: Go to the top menu and select Tools. Step 2: Click on Switch to Expert mode. Step 3: Confirm your selection when prompted.
Note that once you switch to Expert mode, you cannot go back to Smart mode.
Here is a breakdown of the steps involved in switching to Expert mode:
Step 1: Enter the URL or import an account You can import data from a Google Ads or Facebook Ads account, or enter the URL you want to target.
Step 2: Select a campaign budget Decide on your budget and bid strategy, then click Next.
Step 3: Choose your campaign target You can choose to display your ad in all available countries and regions or select specific locations. Once decided, click Next.
Step 4: Create your ad groups Include relevant keywords or get keyword ideas from Microsoft. Click Next when finished.
Step 5: Create your ad Fill in the headlines and descriptions you want to see in your ad. Microsoft provides optimisation tips on the right side of the screen. Once done, click Next.
Step 6: Set up your account and payment information Fill out the prompts to provide Microsoft with your business information and payment details.
Step 7: Check your data and analytics After publishing your ad campaign, you can access the extensive Expert mode dashboard. Here, you can edit existing campaigns, adjust your budget, and monitor performance.
That’s it! You’re now ready to manage your Microsoft Ads campaign in Expert mode.
Frequently Asked Questions:
What are Bing Ads called now? Bing Ads are now referred to as Microsoft Ads. Although ads that solely appear on Bing still exist, they are all part of the Microsoft Ads platform.
Is Bing Ads worth it? Bing Ads can be worthwhile depending on your marketing strategy. The smaller competition circle and the ability to target based on company, industry, and job function make Bing Ads valuable to businesses, especially niche players.
Which is better, Google Ads or Bing Ads? Neither Google Ads nor Bing Ads are inherently better. Both platforms have their advantages and disadvantages and can be effective tools when used by the right marketer.