How to Get Started with Bing Ads: A Step-by-Step Guide

How to Get Started with Bing Ads A Step-by-Step Guide

Navigating the world of digital advertising can be daunting, especially when venturing beyond Google. Did you know that Microsoft Advertising (formerly Bing Ads) is a robust platform that reaches over 140 million unique searchers on the Bing Network? This article will guide you through every step of setting up your first Bing ad campaign, demystifying elements like keyword selection, ad creation and optimizing your bids.

Let’s unravel this untapped potential to bring your business even greater online visibility and success!

Key Takeaways

  • Microsoft Advertising (formerly Bing Ads) is a powerful platform that allows businesses to reach over 140 million unique searchers on the Bing Network.
  • There are different types of Bing Ads, including search ads, shopping ads, display ads, video ads, app install ads, and dynamic search ads. Choosing the right types of ads can help you effectively promote your products and services.
  • Setting up a Microsoft Advertising account is the first step in launching your Bing ad campaign. You can create an account from the Microsoft Advertising website and even import existing Google Ads campaigns for a seamless transition.
  • When creating your first Bing ad campaign, it’s important to set clear advertising goals, select relevant keywords that align with your target audience’s search intent, choose appropriate ad types to effectively communicate your message, and craft compelling ad copy that grabs attention and includes a strong call-to-action.

Understanding Microsoft Advertising (formerly Bing Ads)

Microsoft Advertising, formerly known as Bing Ads, is a powerful advertising platform that allows businesses to reach a wide audience through search engine marketing and pay-per-click advertising.

What is Microsoft Advertising?

Microsoft Advertising, formerly known as Bing Ads, is a powerful online marketing platform that allows businesses to reach global audiences through pay-per-click advertising campaigns.

Designed to integrate seamlessly with the Bing search engine, it serves ads relevant to users’ search queries. It’s an effective tool in promoting products and services across the expansive Microsoft network which includes Yahoo and AOL.

This wide coverage gives advertisers ample opportunity for high visibility and increased brand awareness while keeping advertising costs at bay. Thus, it has become a preferred choice among marketers looking for alternatives or supplements to Google Ads.

Types of Bing Ads

There are several types of Bing Ads to choose from, each offering unique features and targeting options. Here are the different types of Bing Ads:

  1. Search ads: These ads appear in search engine results when users search for keywords related to your business or products. They allow you to show text-based ads with a headline, description, and display URL.
  2. Shopping ads: With Shopping ads, you can promote specific products from your website directly in Bing search results. These ads include an image of the product, along with relevant details such as price and availability.
  3. Display ads: Display ads are visually appealing advertisements that can be displayed on various websites within the Microsoft Advertising network. They provide an opportunity to reach a wider audience and increase brand visibility.
  4. Video ads: Video ads enable you to showcase your brand through engaging video content on relevant partner sites, including and You can target specific demographics and interests to ensure your videos reach the right audience.
  5. App install ads: If you have a mobile app, app install ads can help drive downloads and installations on devices running Windows 10 or Xbox One consoles.
  6. Dynamic search ads: Dynamic search ads automatically generate headlines based on the content of your website, ensuring that they match users’ search queries accurately. This type of ad is useful for businesses with large inventories or frequent updates to their website content.

Setting Up a Microsoft Advertising Account

Creating an account for Microsoft Advertising is the first step towards launching your Bing Ads campaign.

Creating an account

To get started with Bing Ads, the first step is creating an account. This can be done by visiting the Microsoft Advertising website and clicking on the “Get Started” button. From there, you will be prompted to enter your email address and password to create a new account.

Once you have successfully created your account, you can start exploring the various features and options available within Microsoft Advertising. It’s worth mentioning that if you already have a Google Ads account, you have the option to import your campaigns directly into Microsoft Advertising for a seamless transition.

Creating an account is essential as it allows you to access all the tools and resources needed to set up and manage your advertising campaigns effectively.

Importing Google Ads campaigns (if applicable)

To make the most of your Bing Ads campaigns, you have the option to import existing Google Ads campaigns. This can save you time and ensure a smooth transition if you already have successful advertising strategies in place.

By importing your Google Ads campaigns into Microsoft Advertising, you can easily replicate them on Bing and reach a wider audience. Simply follow the step-by-step instructions provided by Microsoft Advertising to import your campaigns seamlessly.

This allows you to capitalize on your previous keyword research, ad copywriting, and campaign settings without starting from scratch. Importing Google Ads campaigns is particularly beneficial if you’re looking for efficient cross-platform advertising and want to expand your reach beyond just one search engine platform.

Creating Your First Bing Ad Campaign

To create your first Bing Ad campaign, start by setting clear advertising goals and objectives. Select relevant keywords that align with your target audience’s search intent, and choose the appropriate ad types (such as text ads or responsive search ads) to effectively communicate your message.

Craft compelling ad copy that grabs attention and includes a strong call-to-action. Set a budget and determine bid amounts for your keywords to control costs while maximizing visibility.

Setting advertising goals

To get started with Bing Ads, one of the key steps is setting your advertising goals. This involves determining what you want to achieve with your campaign. Are you looking to drive website traffic, increase brand awareness, generate leads, or boost sales? Clearly defining your objectives will help guide your entire advertising strategy.

It’s important to note that different types of ads and targeting options may be more effective for certain goals than others. Whether it’s improving click-through rates or maximizing conversions, aligning your advertising goals with the right strategies will set you on the path to success with Bing Ads.

Selecting keywords

Selecting the right keywords is crucial for the success of your Bing Ads campaign. Start by conducting thorough keyword research to identify relevant and high-performing keywords that align with your target audience’s search intent.

Consider using tools like Microsoft Advertising Keyword Planner to discover new keyword ideas, assess their popularity, and analyze their competitiveness. Remember to choose keywords that are specific, relevant, and have a good search volume.

By selecting the most suitable keywords, you can effectively optimize your ad campaigns for maximum visibility and reach your desired audience in a cost-effective manner.

Choosing ad types

When creating your Bing Ad campaign, it’s important to choose the right ad types that will effectively promote your products and services. Here are the different ad types you can choose from:

  1. Search Ads: These ads appear in search engine results when users search for keywords related to your business. They include a headline, a description, and a display URL.
  2. Display Ads: Display ads are visual advertisements that appear on websites within the Microsoft Advertising network. They can include images or videos, along with text and a call-to-action button.
  3. Responsive Search Ads: With responsive search ads, you can create multiple headlines and descriptions, and Microsoft Advertising will automatically optimize them to deliver the best-performing combinations.
  4. Product Ads: If you have an e-commerce website, product ads allow you to showcase individual products directly in search results with images, titles, prices, and other relevant information.
  5. App Install Ads: If you have a mobile app, app install ads can help drive downloads by displaying your app as an ad in relevant search results or within other apps in the Microsoft Advertising network.
  6. Video Ads: Video ads allow you to engage users with compelling video content on platforms like or within other streaming video sites across desktops, tablets, and mobile devices.

Creating ads

To create effective ads on Bing Ads, it is essential to craft compelling and engaging content that captures the attention of your target audience. Start by understanding your advertising goals and what message you want to communicate.

Then, conduct thorough keyword research to identify relevant keywords that will help your ads appear in search results.

Next, choose the right ad types for your campaign. Bing Ads offers various options, including responsive search ads, which automatically adjust their format based on where they are displayed.

With these ad types, you can optimize your campaigns for maximum visibility and engagement.

Once you have determined your ad types, it’s time to create the actual ads. Write persuasive copy that highlights the unique selling points of your products or services and includes a clear call-to-action.

Setting budget and bids

To ensure the success of your Bing Ads campaign, it’s crucial to set a realistic budget and strategic bids. After selecting your keywords and creating compelling ad copy, it’s time to allocate funds wisely.

Determine how much you’re willing to spend on advertising expenses daily or monthly, keeping in mind that these budgets can be adjusted later on if needed. Consciously setting a budget helps control costs and allows for efficient spending throughout the duration of your campaign.

Additionally, as part of setting up your Bing Ads account, you’ll need to establish bid amounts for each keyword you’ve chosen. Bids represent the maximum amount you’re willing to pay whenever someone clicks on your ad.

To maximize visibility and traffic while staying within budget limits, carefully consider bidding strategies such as manual bidding or automated bid strategies provided by Microsoft Advertising.

Launching and Monitoring Your Campaign

After reviewing and optimizing your campaign, setting up the payment method is the next step in launching your Bing Ads campaign. Once everything is ready, you can finally launch your campaign and start tracking conversions if desired.

Reviewing and optimizing after import

After importing your campaigns into Microsoft Advertising, it is crucial to review and optimize them for maximum performance. Take the time to analyze your imported campaigns and compare their performance against your goals.

Look for any discrepancies or areas that can be improved. Make sure to adjust your budget and bids accordingly to optimize the campaign’s cost-effectiveness. Additionally, consider refining your targeting options based on the data you’ve gathered from previous campaigns or audience insights.

By continuously reviewing and optimizing after import, you’re ensuring that your Bing Ads campaign is in top shape and delivering the best possible results for your advertising efforts.

Setting payment method

To ensure that your Bing Ads campaign runs smoothly, it is crucial to set up your payment method correctly. Microsoft Advertising offers various options for payment, allowing you to choose the one that best suits your needs.

You can make payments through credit cards or using other online payment methods like PayPal. It’s important to note that Microsoft Advertising requires prepayment for ads, so you’ll need to add funds to your account before launching your campaigns.

One key advantage of setting up automatic payments is that it simplifies the process by automatically charging your preferred payment method whenever your account balance falls below a certain threshold.

This ensures continuous ad delivery without interruption. Another option is manual payments where you manually add funds to your account when needed.

Launching the campaign

Once you have reviewed and optimized your campaign, set up your payment method, and are confident with your ads and targeting, it’s time to launch your Bing Ads campaign. Simply click the “Launch” button within the campaign settings to make your ads live.

Keep in mind that it may take some time for your ads to start generating impressions and clicks as they go through Microsoft Advertising’s approval process. Once launched, regularly monitor the performance of your campaign using the platform’s reporting tools to ensure it is meeting your advertising goals.

Tracking conversions can also provide valuable insights into how well your ads are driving desired actions on your website. With a solid game plan in place and continuous monitoring, you’ll be well on track to running successful campaigns on Bing Ads.

Tracking conversions (optional)

To effectively measure the success of your Bing Ads campaign, you have the option to track conversions. Conversion tracking allows you to monitor specific actions that users take on your website after clicking on your ads, such as making a purchase or filling out a contact form.

By implementing conversion tracking, you can gain valuable insights into which keywords and ads are driving the most valuable actions for your business. This data helps you optimize your campaigns and allocate budget towards those strategies that deliver the best results.

While conversion tracking is optional, it is highly recommended if you want to maximize the effectiveness of your Bing Ads campaigns and ensure that you’re getting a positive return on investment (ROI).

Bing Ads vs. Google Ads: Which is Right for You?

Navigating the digital advertising landscape can seem daunting with so many platforms available. Here are some factors to consider when choosing between Bing Ads and Google Ads:

1. Bing Ads, now known as Microsoft Advertising, is often less competitive than Google Ads. This can mean lower cost-per-click and less aggressive bidding wars.

2. While Google Ads has a larger audience reach, Bing Ads reaches an audience that Google can’t. Approximately a third of the US market uses the Bing Network, including some segments not as active on Google.

3. Bing Ads has been praised for its customer service, which some users find superior to Google’s.

4. Google Ads tend to have more sophisticated targeting and ad features, especially in terms of mobile and local ads due to the extensive data they collect.

5. Google Ads provides more extensive analytics and reporting options which can be beneficial for optimizing and tracking campaigns.

6. Bing Ads allows you to import your high-performing Google Ads campaigns directly which can save significant time if you are running similar campaigns across both engines.

7. Google has a more robust ad extension ecosystem, but Bing is rapidly expanding their offerings.

8. Microsoft Advertising allows for more granular control at the ad group level, offering more customization than Google Ads.

This information should serve as a comprehensive guide to weigh your options between Bing Ads and Google Ads based on the unique needs of your business.


In conclusion, getting started with Bing Ads is a straightforward process that can yield significant results for your online advertising efforts. By following this step-by-step guide, you will learn how to set up your Microsoft Advertising account, create effective ad campaigns, and monitor their performance.

With its extensive reach and powerful targeting options, Bing Ads offers a valuable platform for promoting your products and services to a wide audience. Take advantage of this opportunity and start driving traffic to your website today!


1. How do I create a Bing Ads account?

To create a Bing Ads account, visit the Bing Ads website and click on “Get Started.” Follow the prompts to enter your email address, create a username and password, and provide basic information about your business.

2. What are the key steps in setting up a Bing Ads campaign?

The key steps in setting up a Bing Ads campaign include creating an ad group, selecting keywords relevant to your business, writing compelling ad copy, setting budgets and bids for your ads, and targeting specific demographics or geographic locations.

3. How can I optimize my Bing Ads campaigns for better performance?

To optimize your Bing Ads campaigns for better performance, regularly review and update your keyword list based on search terms data, test different versions of ad copy to see which performs best, adjust bids to ensure you’re getting the most value from your budget, and analyze campaign analytics to identify areas for improvement.

4. Can I track conversions from my Bing Ads campaigns?

Yes, you can track conversions from your Bing Ads campaigns by implementing conversion tracking codes on specific pages of your website. This allows you to measure how many clicks on your ads result in desired actions such as purchases or form submissions. Conversion tracking helps you evaluate the effectiveness of your ad spend and make informed decisions about optimizing campaign performance.

Similar Posts