While Bing doesn’t get as much recognition as other search engines, it still has a sizable market share to be aware of. The second-largest search engine in the world, Bing gets more than 1 billion unique visits each month. As any digital marketing reseller knows, a good portion of your client’s target audience is likely using Bing.
Microsoft Ads (formerly known as Bing Ads) appear at the top of Bing’s search results and are a great opportunity to catch the attention of your client’s target audience. It’s important to optimize Microsoft Ads in terms of keywords, targeting, and other details to maximize those Ad clicks.
Here are some of the ways you can help improve the performance of your Bing Ads.
Any successful PPC campaign needs to use the right keywords. Bing offers keyword research tools that help identify high conversion keywords.
Understand Bing Users
Don’t make the mistake of assuming that Bing users are the same as every other search engine’s users. Take the time to get to know Bing’s typical users. According to Finances Online:
- 73% of Bing users are under 45 years of age
- 58% of Bing users use search engines for product research
- 34% of Bing users have college degrees
- 35% of Bing users have a household income in the top 25%
- 41% of Bing users discover brands through search engines
- 56% of Bing users are male
Getting an in-depth understanding of the user will help determine how best to target them.
Bing lets you target searches coming from specific locations around the world. If you target a specific audience for your clients in specific locations, you should optimize ads by ranking for terms in that location. That can include using the currency for that region, using different languages, or using culturally appropriate terms.
Know Your Client’s Competitors
If you want your clients to come out on top, you need to know what their competitors are doing. With this information, you can determine what is working for them and what isn’t and use that information to give your clients a competitive advantage. There are several tools available that help you identify your client’s competitors and figure out what keywords they are ranking for so that you can apply the insights you gain to your client’s campaigns.
Don’t Neglect Your Client’s Copy
This may seem obvious, but it needs to be said. All the research and insights in the world aren’t going to help at all if you don’t use them to create effective copy. The written part of an ad should focus on the offering in a way that makes them appealing to searchers who are ready to convert and make a purchase. Describing the product or service and what makes it unique, different, or better than others in a language and tone that the target audience identifies with is something of an art. Using a dedicated outsourced copywriting team may be an investment worth making if you want to create ads for your clients that really entice users.
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