Bing Ads: The Small Business Guide to Getting Started

Bing Ads: The Small Business Guide to Getting Started

Bing Ads is one of the most popular PPC platforms available to small businesses with a distribution network similar to Google. In America, Bing has a 15-18% share of the search market. However, this is set to expand as Microsoft’s Windows 10 uses Bing as the default search provider in their programming.

Also, Bing can be included on Yahoo!, enabling your display ads to appear on 30% of search engine sessions.

Bing Ads are also shown on several other high profile sites, such as Amazon, Monster, WebMD, CNBC, and Viacom.

At the same time, Bing has the added benefit of being 25% cheaper than other platforms to generate a lead; which is particularly advantageous for small businesses. This is because the vast majority of businesses consider Google as the more viable advertising platform.

To benefit significantly from Bing Ads, you will need to optimize your campaigns so they are aligned with best practices. Here are our recommendations on how to get started and attract leads:

1. Get Your First $50 Free

Bing Ads provides new users a $50 free credit to get started. However, you have to apply for it. While this isn’t a significant amount, especially when you could spend hundreds or thousands a month, it is a little help to get you going when your campaigns are going to be less successful than they will be in the future.

You can apply for your free ad credit here.

2. Create Ad Content That is Compelling

This is probably the most important point when it comes to any PPC campaign. If you want them to be successful, you need perfect copy. You can choose the best keywords, landing page, or offer – but without the right copy, you won’t attract the audience you are looking for, and will subsequently see dismal results.

Use a strong call-to-action and customer-centric value propositions to grab attention and make the searchers want to click through on your ad. Here are some other quick copywriting tips:

  • Make it simple. No over-complicated language.
  • Don’t write in capitals. This is the online equivalent to shouting.
  • Focus on the objective of the copy and create an ad based on that.

3. Choose Your Keywords and Negative Keywords Carefully

If you want to have the best campaigns, you have to select the right keywords. These keywords have to be associated with your brand. You can also choose keywords based on your location, products and services.

Don’t just think about the obvious keywords. These will have the higher bid amounts on them. Instead, think of lesser used keywords that have lower bid values on them and perhaps, one or two misspellings of your keywords.

4. Always Review Your Past Performance

You can’t just set your campaigns and forget about them. Instead, you need to carefully study the results, see what keywords are costing you and then review the conversion rates. Increase the budget to the campaigns that are highly successful and reduce the ones that aren’t.

The statistics to focus on are:

  • Bid cost
  • Click through rate
  • Conversion rate
  • Cost per conversion

5. Always Experiment

Just because something appears to be working well doesn’t mean that it’s optimal. It could still be effected by a combination of factors; the landing page, ad copy, keywords, or image, which could all provide better results for your business.

Don’t just use the same copy either. Do A/B testing when you change one item on the ad to see which combination performs better before switching it for another.


Bing Ads is one of the best ways to start on PPC. It can be low cost, comes with a free $50 credit to start with and provides you with an opportunity to get the best results for your business by generating lots of leads for your sales team.

If you would like help with your Bing Ads, then please speak to Mann & Co. We can help improve your results.

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