Do Bing Ads Really Work? A Comprehensive Guide to Bing PPC Advertising

Do Bing Ads Really Work A Comprehensive Guide to Bing PPC Advertising

Is Bing PPC Advertising really worth your time and investment? Despite being overshadowed by Google Ads, Microsoft Advertising, formerly known as Bing Ads, serves millions of unique searchers worldwide.

This article aims to peel back the layers on Bing’s underutilized ad platform while highlighting how it can significantly improve your advertising strategy. Let’s embark on an insightful journey to discover if Bing Ad campaigns truly hold their weight in this competitive digital marketplace.

Key Takeaways

  • Bing Ads offer unique features and advantages, such as granular targeting options, social extensions, and the ability to target audiences based on LinkedIn profiles.
  • Bing Ads can provide higher conversion rates in certain industries compared to Google Ads, making it an attractive choice for businesses targeting specific demographics.
  • Bing Ads often have a lower cost-per-click (CPC) than Google Ads due to less competition on the platform. This can stretch your advertising budget and potentially increase ROI.

Bing Ads vs Google Ads

Bing Ads and Google Ads offer unique features, such as social extensions and audience demographics, making them distinct in their own ways.

Unique filter options and social extensions

Bing Ads consistently provides an edge over Google Ads with its unique filter options and social extensions. The platform allows advertisers to refine their campaigns using filters that aren’t available on other platforms, offering more nuanced control over audience reach.

From device type and operating system to demographic details such as age or gender, Bing facilitates granular targeting like no other. Additionally, the integration of LinkedIn profiles significantly enhances this feature, providing exclusive access to valuable professional data for B2B marketers.

Regarding social extensions, Bing’s ad formats elegantly integrate Facebook likes into their ads – a feature absent in Google Ads – that can contribute positively towards brand recognition and credibility.

Audience demographics and conversion rates

Bing Ads offers a unique opportunity to target specific audience demographics and achieve high conversion rates. While Google Ads may have a larger overall market share, Bing has its own loyal user base that can provide valuable opportunities for advertisers.

Research shows that the average Bing user tends to be older and more affluent compared to Google users, making it an ideal platform for businesses targeting these demographics.

In terms of conversion rates, studies have found that Bing often outperforms Google when it comes to certain industries such as finance and healthcare. This could be attributed to the fact that Bing users tend to show higher intent and engagement with search results, resulting in a higher likelihood of converting into customers or leads.

Moreover, Microsoft Advertising provides extensive demographic targeting options such as age range, gender, location, device type (desktop or mobile), operating system (Windows or macOS), which allows advertisers to reach their desired audience precisely.

Placement on search results page

Bing Ads offers a unique advantage when it comes to ad placement on search results pages. According to studies, Bing ads tend to appear above organic search results more often than Google ads.

This means that your Bing PPC ads have a higher chance of grabbing the attention of potential customers right at the top of their search page. With this prime real estate, you can increase visibility and improve click-through rates for your campaigns.

Additionally, Bing’s partnership with Yahoo expands your ad reach even further, giving you access to a larger audience base across multiple search engines. So, by leveraging Bing Ads’ strategic ad placement, you can enhance your brand exposure and drive targeted traffic to your website or landing pages effectively.

Cost-per-click comparison

When comparing Bing Ads and Google Ads, the cost-per-click (CPC) is a significant factor to consider. On average, Bing Ads tend to have a lower CPC than Google Ads, making it a cost-effective choice for many businesses. Below is an HTML table representing this comparison:

Platform Average Cost-Per-Click (CPC)
Bing Ads Generally Lower
Google Ads Generally Higher

This difference in CPC can be attributed to the level of competition on each platform. Bing Ads typically has less competition than Google Ads, leading to lower costs for advertisers. Moreover, Bing’s audience demographics can also contribute to its lower CPC rate, as it can target specific consumer demographics, providing more value for money. It’s crucial to remember that the key to a successful PPC campaign isn’t only about cheaper clicks, but also about the quality of traffic, conversions and ROI. That being said, Bing’s lower CPC coupled with its conversion rates and audience demographics provide an edge that advertisers can capitalize on for their campaign success.

Benefits of Bing Ads

Bing Ads offers granular targeting, less competition, and the ability to target audiences based on LinkedIn profiles. Discover more advantages of using Bing PPC advertising in our comprehensive guide.

Granular targeting

Bing Ads offers granular targeting options, allowing advertisers to reach their desired audience with precision. With Bing PPC advertising, you have the ability to target specific demographics, locations, devices, and even operating systems.

This level of granularity enables businesses to tailor their ads to a highly targeted audience, increasing the chances of generating relevant clicks and conversions. Additionally, Bing Ads provides options for ad scheduling and dayparting, so you can choose when your ads are displayed to maximize their effectiveness.

By utilizing these granular targeting features offered by Bing Ads, businesses can optimize their campaigns and connect with the right audience at the right time.

Less competition

Bing Ads offers a significant advantage over other advertising platforms due to its lower competition levels. With fewer businesses advertising on Bing compared to Google, there is less saturation and clutter in the search results.

This means that your ads have a better chance of standing out and capturing the attention of potential customers. Additionally, with less competition, there is often an opportunity for more affordable bids, potentially lowering your cost-per-click (CPC) rate.

By utilizing Bing Ads and taking advantage of this reduced competition, businesses can maximize their visibility and reach a unique audience that may be overlooked by competitors focused solely on Google Ads.

LinkedIn profile targeting capabilities

Bing Ads provides a powerful feature that allows advertisers to target their ads based on LinkedIn profiles. This means you can hone in on specific professional demographics, such as job titles, industry, and company size.

With over 675 million users worldwide, LinkedIn offers unique targeting capabilities that can help you reach your ideal audience more effectively. By leveraging this feature within Bing Ads, businesses can tailor their campaigns to professionals who are most likely to be interested in their products or services.

It’s an excellent way to increase the relevance of your ads and maximize your advertising ROI.

Potentially lower CPC rate

Bing Ads offers the potential for a lower cost-per-click (CPC) rate compared to other advertising platforms. This means that businesses can potentially get more clicks and conversions for their budget.

In fact, studies have shown that Bing’s average CPC is typically lower than Google’s. With a lower CPC rate, advertisers can stretch their budget further and achieve better return on investment (ROI).

By taking advantage of Bing Ads’ cost-effective pricing, businesses have an opportunity to reach their target audience with minimal spend while still achieving impactful results.

How to Launch a Bing Ads Campaign

To launch a Bing Ads campaign, sign up or sign in to Microsoft Ads, set your advertising goals, select your target radius and keywords, create compelling ad text and set a budget, and finally submit your campaign to go live.

Sign up or sign in to Microsoft Ads

To launch a successful Bing Ads campaign, the first step is to sign up or sign in to Microsoft Ads. This platform is where you’ll create and manage your ads, targeting options, budgets, and ad groups.

With Microsoft Ads, you can gain access to the Bing PPC advertising network and reach millions of potential customers. It’s important to have a Microsoft account for seamless integration with other Microsoft services like Outlook and Office 365.

By signing up or signing in to Microsoft Ads, you can start harnessing the power of Bing PPC advertising and tap into its unique features and benefits.

Set advertising goals

To launch a successful Bing Ads campaign, it’s essential to set clear advertising goals. This step will help you define what you want to achieve with your campaign and align your strategies accordingly.

Whether it’s increasing brand awareness, driving more website traffic, or boosting sales, having specific objectives in mind allows you to create targeted ads that resonate with your audience.

By setting advertising goals from the start, you can measure the success of your Bing PPC campaign and make necessary adjustments to optimize performance for better results.

Target radius and keyword selection

To effectively launch a Bing Ads campaign, advertisers need to carefully consider target radius and keyword selection. Here’s how to make the most of these crucial aspects:

  • Specify target radius: With Bing Ads, advertisers have the flexibility to select their desired target radius for displaying their ads. This means they can choose to show their ads only in specific regions or expand their reach to a wider audience. By carefully considering the target radius, advertisers can ensure that their ads are reaching the right people within their preferred geographic area.
  • Choose relevant keywords: Keyword selection is key to the success of any PPC campaign, and Bing Ads is no exception. Advertisers should conduct thorough keyword research to identify the most relevant and high-performing keywords for their product or service. By selecting keywords that align with user search intent, advertisers can increase the chances of their ads appearing in front of interested prospects.
  • Refine keyword match types: Bing Ads offers different keyword match types, including broad match, phrase match, exact match, and negative match. Advertisers should strategically use these match types to control when and how their ads appear based on keyword queries. For example, using exact match targeting ensures that ads are shown only when a user’s search query precisely matches the specified keyword.
  • Keep an eye on search term reports: Regularly reviewing search term reports is essential for optimizing keyword selection in Bing Ads. These reports provide insights into which search terms triggered an ad impression and subsequent clicks. By analyzing this data, advertisers can identify irrelevant or low-performing keywords and add them as negative keywords to refine their targeting further.

Creating ad text and budgeting

To create effective ad text for your Bing Ads campaign, it’s important to focus on concise messaging that grabs attention and encourages clicks. Start by clearly defining the unique selling points of your product or service and highlight them in your ad text.

Use persuasive language, such as strong action verbs and compelling calls-to-action, to entice users to click on your ad.

When it comes to budgeting for Bing Ads, it’s crucial to set a realistic budget based on your advertising goals and target audience. Take into consideration factors like keyword competition, desired placement on search results pages, and how much you’re willing to spend per click.

Keep in mind that Bing Ads offers more cost-effective options compared to other platforms while still being able to generate valuable results.

Remember that continuously monitoring the performance of your ads is essential for optimization. Regularly analyze key metrics like conversions rates and cost-per-click (CPC) provided by Bing’s built-in tracking tool.

Adjust your bids and budgets accordingly based on which keywords are driving the most conversions at an affordable price point.

Submitting and going live

Once you have created your Bing Ads campaign, it’s time to submit it and go live. Simply sign in to Microsoft Ads and navigate to the “Campaigns” tab. From there, select the campaign you want to launch and review the settings to ensure everything is in order.

Double-check your ad text, targeting options, and budget allocation.

Once you are satisfied with your campaign setup, click on the “Submit” or “Go Live” button. Microsoft Ads will then review your campaign for compliance with their policies. Once approved, your ads will start appearing on Bing search results pages targeted towards your chosen audience.

Remember that it may take some time for your ads to gain traction and start generating results. Keep an eye on key metrics such as conversions and cost-per-click (CPC) using Bing’s built-in tracking tool.

Microsoft Ads in Expert Mode

In Microsoft Ads’ Expert Mode, advertisers can switch from Smart mode to gain more control and flexibility over their campaigns.

Switching from Smart mode to Expert mode

To maximize your control and customization options, you can switch from the default Smart mode to Expert mode in Microsoft Ads. In Expert mode, you have more flexibility and advanced features at your disposal.

This includes targeting specific URLs or importing accounts, setting campaign budgets and targets with precision, creating ad groups tailored to your objectives, crafting compelling ads, and managing account information seamlessly.

By switching to Expert mode, you gain greater command over your Bing Ads campaigns and can make data-driven decisions that align with your advertising goals.

Targeting URLs or importing accounts

To further enhance the targeting capabilities of your Bing Ads campaign, you have the option to target specific URLs or import accounts. Targeting URLs allows you to display your ads on websites that are relevant to your business or industry.

This can be particularly useful if there are specific websites or webpages where you know your target audience is likely to visit.

Importing accounts, on the other hand, enables you to easily transfer existing campaigns from other advertising platforms, making it more convenient for businesses who already have active campaigns running elsewhere.

By importing accounts, you can save time and effort in recreating campaigns and ensure a seamless transition to Bing Ads.

Campaign budgeting and target selection

Campaign budgeting and target selection are crucial steps in launching a successful Bing Ads campaign. Here’s how to navigate these aspects effectively:

  1. Determine your advertising goals: Before setting a budget, identify your objectives for the campaign. Whether it’s driving website traffic, increasing conversions, or building brand awareness, clarify your goals to align your budget accordingly.
  2. Set a realistic budget: Consider your overall marketing budget and allocate a portion specifically for Bing Ads. Start with a conservative budget initially and gradually increase it as you see results and gain confidence in the platform.
  3. Target radius selection: Bing Ads allows you to select specific locations where you want your ads to appear. Define your target radius based on the geographic area most relevant to your business and customer base.
  4. Keyword selection: Conduct thorough keyword research to identify relevant keywords that will attract potential customers. Use tools like Bing Keyword Planner or other third-party tools to uncover valuable search terms related to your industry.
  5. Ad group creation: Categorize keywords into ad groups based on their relevance and similarity. This helps ensure that the right ads are shown to the right audience, leading to higher click-through rates (CTRs) and better conversion rates.
  6. Ad text creation and optimization: Write compelling ad copy that includes relevant keywords and highlights unique selling propositions (USPs). Regularly monitor ad performance and make necessary adjustments to improve click-through rates (CTRs) over time.

Creating ad groups and ads

To create effective ad groups and ads in your Bing Ads campaign, follow these steps:

  1. Research your keywords: Use tools like Bing Ads Keyword Planner or other keyword research tools to identify relevant keywords for your campaign.
  2. Define your ad group structure: Organize your keywords into logical groups based on themes or product categories. This will help you create tailored ads that resonate with each specific group of keywords.
  3. Craft compelling ad headlines: Write attention-grabbing headlines that include relevant keywords and highlight the unique selling points of your products or services. Use active language to engage potential customers.
  4. Write persuasive ad copy: Create compelling ad descriptions that clearly explain the benefits of choosing your products or services. Include a strong call-to-action that encourages users to take action, such as “Shop now” or “Call today.”
  5. Utilize ad extensions: Take advantage of Bing Ads’ various ad extensions, such as sitelinks, call extensions, or location extensions, to provide additional information and improve click-through rates.
  6. Test different variations: Experiment with different variations of your ad copy to see which ones perform best. A/B testing can help you identify the most effective messaging and optimize your campaigns for better results.
  7. Monitor performance and make adjustments: Regularly monitor the performance of your ads using Bing Ads’ reporting tools. Identify any underperforming ads and make necessary adjustments to improve their effectiveness.
  8. Optimize for mobile devices: With an increasing number of users accessing the internet through mobile devices, ensure that your ads are optimized for mobile viewing by using responsive design techniques and mobile-friendly landing pages.

Setting up account and payment information

To launch a Bing Ads campaign, you need to set up your account and payment information. Here’s how:

  1. Sign up or sign in to Microsoft Ads: Go to the Microsoft Ads website and either create a new account or sign in with your existing Microsoft account.
  2. Set advertising goals: Determine what you want to achieve with your Bing Ads campaign, whether it’s increasing website traffic, generating leads, or driving sales.
  3. Target radius and keyword selection: Specify the geographic locations where you want your ads to appear and choose relevant keywords that align with your target audience’s search intent.
  4. Creating ad text and budgeting: Craft compelling ad copy that highlights your unique selling points and entices users to click. Set a daily or monthly budget that suits your advertising goals.
  5. Submitting and going live: Once you’ve finalized your ad text, targeting options, and budget, submit your campaign for review by the Microsoft Ads team. If everything meets their guidelines, your ads will go live on Bing search results pages.


In conclusion, Bing Ads can be a highly effective tool for businesses looking to expand their online advertising efforts. With unique targeting options, less competition, and the potential for lower CPC rates, advertisers have the opportunity to reach a different audience and maximize their ROI.

By following the comprehensive guide outlined above, businesses can launch successful Bing Ads campaigns and see valuable results in their online advertising efforts. So don’t overlook Bing Ads – they really do work!


1. Do Bing Ads really work for businesses?

Yes, Bing Ads can be effective for businesses looking to market their products or services online. While Google may have a larger market share, Bing still reaches millions of users and offers unique targeting options that can help businesses reach their target audience.

2. How does Bing PPC advertising differ from other platforms like Google Ads?

Bing PPC advertising works similarly to Google Ads in terms of bidding on keywords and displaying ads based on search queries. However, Bing has a different user base and demographic profile compared to Google, so the audience reach and targeting options may vary. It’s important to consider both platforms when planning your online advertising strategy.

3. What are some advantages of using Bing Ads for PPC advertising?

Some advantages of using Bing Ads include potentially lower costs per click compared to Google Ads due to less competition, access to the Yahoo search network which further expands your reach, and advanced targeting capabilities such as device type, demographics, and even specific industries.

4. How do I get started with Bing PPC advertising?

To get started with Bing PPC advertising, you’ll need to create an account on the Microsoft Advertising platform (formerly known as Microsoft AdCenter). From there, you can set up your campaigns by selecting relevant keywords, creating ad copy, setting bid strategies and budgets, and monitoring performance through analytics tools provided by the platform

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