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Home Blog Bing PPC: Definition, Best Practices & Examples

Bing PPC: Definition, Best Practices & Examples

Have you ever wished to engage potential customers precisely when they are actively searching for the solutions you provide? Bing Ads, now known as Microsoft Ads, make this possible by targeting users specifically looking for businesses like yours. This comprehensive guide delves into the world of Microsoft Ads, equipping you with the knowledge to transition from a novice to a PPC expert. Prepare to eliminate guesswork and leverage the precision of Bing campaigns for optimal results.
ppc bing

Bing PPC is an essential component of digital marketing strategies, enabling businesses to purchase website visits instead of depending solely on organic search results. While Google Ads might capture much of the spotlight, Bing Ads offer a valuable and often overlooked avenue for expanding visibility and driving targeted traffic. As a marketing professional, it’s crucial to understand not only the how-tos but the potential impact these ads on Bing can have on your marketing campaigns.

The data from ThinkOrion shows that Bing Ads boasts a higher clickthrough rate of 2.83% compared to Googles 1.91%, underscoring its efficiency. As Bing is available in 238 countries and can be used in 105 languages, Bing’s PPC meaning still grows, engaging more marketers. For now, Bing is most popular in China, where it holds 32.95% of the user base, and its popularity is growing in the US, with 26.23% of users.

Bing PPC advertising represents a unique opportunity to connect with a distinct audience segment that can significantly enhance your brand’s digital footprint. Still, successful PPC campaigns need not only engaging ad creatives but also well-optimized landing pages. All you need to do is equip yourself with the right PPC marketing tools for landing pages – this is where Landingi, a multi-functional landing page platform, comes to the aid so your campaigns in Bing can be even more effective.

This article explores PPC on Bing, clearly defining its mechanics and offering best practices for effective campaigns. It includes detailed examples to inspire and inform your PPC strategies, helping you maximize the potential of Bing PPC ads for successful marketing campaigns. To get started, read on for a handful of tips on creating effective Bing PPC campaigns:

  1. Set up clear goals – it will determine your whole campaign strategy.
  2. Know your audience to leverage targeting options properly.
  3. Focus on keywords to meet the right audiences.
  4. Optimize landing pages to ensure ad consistency and boost overall ROI.
What is EventTracker

What Is PPC in Bing?

PPC in Bing is a strategic advertising approach in which you, the advertiser, pay a fee each time your ads are clicked. Essentially, it’s a way of buying visits to your site, which is highly effective and fast compared to earning those visits organically. Bing PPC ads are integrated across Microsoft’s extensive network, including Bing, Yahoo, and AOL, leveraging over five billion monthly searches.

Moreover, Bing PPC offers competitive advantages like lower cost-per-click rates compared to Google and access to a unique audience that may not be as heavily targeted by competitors. This platform also provides robust integration with other Microsoft products, enhancing the effectiveness of your ads across multiple channels. With the strategic use of Bing PPC, you can effectively reach and engage a wider audience, optimizing your marketing budget and boosting your online visibility.

How Does PPC Advertising in Bing Work?

Bing PPC operates on a keyword bidding system similar to Google Ads. You select relevant keywords for your business and bid on them. When a user searches for these keywords, Bing displays your ad based on the bid and the ad’s relevance. The beauty of Bing PPC lies in its cost-effectiveness and broad reach across the Microsoft Search Network, which can significantly amplify your marketing campaigns.

The PPC advertising on Bing involves a few steps, as follows:

  • Bidding system – you set your ad group and keyword bids, and Microsoft Advertising adjusts these bids in real-time. This adjustment aims to increase your chances of a conversion by bidding higher on searches more likely to convert and lower on those less likely. Over time, the system ensures your average cost-per-click (CPC) aligns with your set bid, respecting your budget while optimizing ad placement.
  • Keyword selection – selecting the right keywords is crucial for the success of your PPC campaigns on Bing. You can use the Microsoft Advertising keyword planner to research and expand your keyword list, ensuring they align with your business offerings. This tool lets you see search volume, trends, and performance, helping you decide which keywords to bid on.
  • Ad placement and targeting – Bing PPC ads are displayed based on keyword selections. Your ads can appear in various formats across the Microsoft Search Network, including Bing, Yahoo, and AOL. You can fine-tune your campaigns by geotargeting, demographic targeting, and device targeting, ensuring your ads reach the right audience at the right time. This strategic placement enhances the visibility of your campaigns, driving targeted traffic to your website and increasing the potential for conversions.

5 Bing PPC Best Practices

Discover the top 5 Bing PPC best practices that will help you enhance your campaign’s effectiveness and boost your overall return on investment. Use these proven methods as your guide to creating pay-per-click ad campaigns that reach your target audiences, bring more clicks, and increase conversion.

#1 Use Relevant Keywords and Negative Keywords

The first Bing PPC best practice is to use relevant and negative keywords. Using professional tools, like Microsoft Advertising keyword planner, research terms your ideal customers use to find businesses like yours. Then, target those high-value keywords. But it’s not just about who to reach, it’s about who to avoid. Block irrelevant searches with negative keywords. This ensures your ads only show when people are genuinely interested in what you offer, maximizing your return on ad investment.

#2 Create Compelling Ad Copy

The second Bing PPC best practice is to create compelling ad copy. Write clear, concise, and engaging ad copy that highlights the unique selling points of your products or services. Focus on clear, benefit-driven messaging. In just a few words, showcase what makes your business the perfect solution. Tell users exactly what you want them to do next – include a strong call-to-action to encourage users to click on your ads.

#3 Optimize Landing Pages

The third Bing PPC best practice is to optimize landing pages. Make sure your landing pages seamlessly connect with your ad content. Keep it fast – slow loading times kill conversions. And remember, most searches happen on mobile – ensure your landing pages are mobile-friendly for a smooth user experience. Finally, guide visitors towards a clear conversion goal. Craft a clear path with buttons and calls to action, making it easy for visitors to take that next step. Optimized landing pages are the secret weapon of successful Bing PPC campaigns.

For the best results, use professional tools like Landingi, which allow for effortless landing page creation and optimization. Landingi provides over 400 templates for various industries designed to maximize conversion. Its user-friendly editor allows for easy customization. With AI-powered features, users can craft perfect copy for the entire landing page, ensuring its relevance to an ad campaign. Built-in A/B testing feature allows experimenting with various page versions and incorporating data-based optimization. Once you discover this powerful tool, you can boost your campaign performance and achieve higher ROI.

Harness the power of AI to generate copy, edit images, and improve SEO. All within a single platform.
Save time and get one step closer to perfection.

#4 Monitor and Adjust Bids Regularly

The fourth Bing PPC best practice is to monitor and adjust bids regularly. The PPC landscape is constantly changing – regular monitoring and bid adjustments are crucial to stay ahead. Track key metrics like click-through rate (CTR), cost-per-click (CPC), and conversions. Increase bids for high-performing keywords, driving valuable traffic and conversions. For keywords draining your budget with minimal return, consider lowering bids or using negative keywords to block them entirely.

By actively managing bids based on performance data, you can ensure your Bing Ads stay competitive and maximize your return on investment (ROI). You can also consider using Bing’s automated bidding strategies to optimize for specific goals, such as maximizing clicks or conversions.

#5 Utilize Bing’s Ad Extensions

The fifth Bing PPC best practice is to utilize Bing’s ad extensions. These free add-ons provide valuable information that can boost clicks and conversions. Imagine your ad displaying your phone number for easy contact or showcasing links to different sections of your website relevant to the user’s search. Bing offers site link extensions, call extensions, location extensions, and more. These can act like mini-billboards, giving users more reasons to choose you. Plus, extensions can increase your ad’s placement, making it stand out from the competition.

How to Start a PPC Campaign on Bing?

To initiate a PPC campaign on Bing, access a Microsoft Advertising account and prepare a basic campaign draft aligned with your goals and target audience. Your campaign creation should be preceded by keyword research. Once your ad creatives and related landing pages are ready, you can choose the campaign type, set your budget and bids, and select KPIs for tracking. Don’t forget to use ad extensions, which can significantly boost your ad’s efficiency. Once your campaign is live, you should monitor its performance and optimize it for better results.

Check out the detailed guide below to ensure you didn’t miss any step in creating a new PPC Bing campaign:

1. Set up a Microsoft Advertising Account

Firstly, set up a Microsoft Advertising Account – visit the Microsoft Advertising website and sign up for an account if you don’t already have one. Provide details like your business name, website, and payment information to complete the setup. When you access Microsoft Ads, you can start creating a new campaign.

2. Define your campaign goals

Secondly, define your campaign goals. Determine what you want to achieve with your PPC campaign – increasing website traffic, generating leads, or boosting sales. Knowing your goals helps craft a targeted strategy. For instance, to increase website traffic, you might focus on broad keyword research to attract a wider audience, and for lead generation, landing page optimization becomes key. Clearly defined goals will guide your campaign strategy and help measure success – if you aim for website traffic, track metrics like clicks and impressions. Lead generation focuses on conversion rates, gauging how many visitors become leads. Track sales to measure campaign effectiveness in driving revenue.

3. Conduct keyword research

Thirdly, conduct keyword research. Use tools like the Microsoft Advertising keyword planner to identify relevant keywords for your business. Focus on a mix of broad and specific keywords to capture a wide audience while targeting your ideal customers. The key is finding the right balance. Use broad terms to reach potential customers who might not know exactly what they want. Complement these with specific keywords to attract those with a clear purchase intent. This approach will help capture a wide audience while ensuring your ads reach your ideal customers, maximizing your Bing Ads impact.

4. Choose the campaign type

Fourthly, choose the campaign type. Bing Ads offers various options to suit your specific goals. Here’s a breakdown of some popular choices:

  • Search Network – target users actively searching for products or services related to your keywords. Great for driving traffic and conversions.
  • Shopping Network – showcase your products directly in Bing search results with high-quality images and descriptions. Perfect for e-commerce businesses.
  • Audience Network – reach your ideal audience beyond Bing search results, targeting them on partner websites and apps. Ideal for brand awareness and retargeting past website visitors.

Choosing the right campaign type depends on your goals. Search Network is a solid all-rounder, while Shopping Network shines for product sales. Audience Network expands your reach for broader brand exposure. Explore the options and pick the one that aligns best with your Bing Ads strategy.

5. Set your budget and bids

Fifthly, set your budget and bids. Determine your daily or monthly budget based on how much you’re willing to spend on the campaign. Start with a comfortable daily budget and experiment with bids. Track your campaign performance – clicks, conversions, and CPC. Gradually adjust your bids to maximize clicks and conversions within your budget. Remember, Bing Ads often cost less per click than other platforms, so it’s a great option to experiment and learn. You can always switch to automated bidding as you gather performance data.

6. Craft an engaging ad

Sixthly, craft an engaging ad. Create compelling ad headlines and descriptions that include your targeted keywords and highlight your unique selling points. Include a strong CTA to encourage clicks. For display ads, use immersive visuals. These can be static, high-quality pictures or visually attractive videos. Remember to meet your target audience’s expectations and persuade clicks.

According to ComScore, Bing and its partners collectively account for 35.6% of the US desktop search market – to attract users with your ads, pay attention to details and use strong CTAs.

7. Design and optimize landing page

Seventhly, design and optimize the landing page using professional tools like Landingi. Ensure the landing page linked to your ad is relevant, user-friendly, and optimized for conversions. Make sure it loads quickly and is mobile-friendly. A well-optimized landing page should include the same offer as the one highlighted in your ad to ensure a seamless user experience. The key elements that impact high conversion are a clear layout with strategic whitespace, compelling headlines, benefit- and action-oriented messaging, attractive visuals, and a clear, outstanding CTA button. Run A/B tests to determine the most effective page version and make data-based adjustments to boost overall campaign performance.

8. Use ad extensions

Eighthly, use ad extensions. By incorporating them, you’re giving users more reasons to click your ad. Extensions can also make your ads visually larger, grabbing more attention on the search results page and increasing ad clicks. The most popular and highly effective ad extensions include the following:

  • Sitelink Extensions – showcase links to different sections of your website relevant to the search query, giving users a clear path to what they’re interested in.
  • Call Extensions – make it easy for mobile users to contact you directly by displaying a “Call Now” button. This is a great option for businesses that thrive on phone inquiries.
  • Location Extensions – increase your local visibility by highlighting your business address and prompting users to get directions. They are perfect for stationary stores or businesses with local service areas.
  • Price Extensions – showcase your competitive pricing right within your ad. This can be a game-changer for businesses offering products or services with clear pricing structures.

9. Set up tracking and conversion goals

Ninthly, set up tracking and conversion goals. Define and set conversion goals to measure key actions aligning with your campaign objectives. You can use EventTracker to monitor events on your landing page.

10. Launch your campaign

Lastly, launch your campaign, but before unleashing your Bing Ads campaign on the world, take a final pitstop for a crucial review. Analyze your budget, rates, and referral options. Re-read your ad copy with a critical eye, then make sure your landing page seamlessly connects with your ad content and ensure it’s primed to turn clicks into customers. Double-check your demographic and keyword selections. Refine your targeting to ensure your ads reach the users most likely to convert. By taking this final moment for review, you’ll ensure your Bing Ads campaign launches with the best possible chance of success.

Once your campaign is live, regularly monitor the performance of your ads, keywords, and overall campaign. Use the insights you gain to make data-driven adjustments to improve your campaign’s effectiveness.

What Is the Cost of PPC Bing Campaign?

The average CPC across all industries on Bing is $1.54, which is approximately 33% lower than on Google Ads. This lower cost is largely due to Bing’s less competitive ad auction environment, which provides a cost-effective platform for advertisers, especially in high-cost industries like e.g. legal services. The average cost per acquisition (CPA) on Bing stands at $41.44, about 30% lower than Google Ads, making it an attractive option for businesses seeking efficient conversions.

When planning your budget, consider the following factors that can significantly influence your overall PPC costs:

  • industry,
  • audience size,
  • geographical location.

For instance, more competitive industries and larger target audiences may require a higher CPC. For real estate, the average CPC on Bing is $2.88, but for clothing and accessories – $0.91.

Bing offers various bidding strategies that can help optimize your spending based on clicks, conversions, and other key metrics, ensuring you maximize the impact of your investment in Bing PPC advertising.

3 Examples of PPC Bing Advertising

Check out the 3 examples of PPC Bing advertising showcasing different ad formats and placements – they’re practical roadmaps to PPC success. You’ll gain valuable insights by seeing how businesses leverage Bing Ads in various contexts. Dive into the following examples and learn how to optimize your ads for specific situations, reach your target audience effectively, and maximize your return on investment (ROI).

1. Search Ads

The first example illustrates search ads on Bing, which provide a direct way to showcase your offerings right where potential customers are most likely to engage – at Bing’s SERP. These ads typically include a compelling headline, descriptive text, and a URL that directs users to the ad-related landing page.

Bing Ads don’t broadcast an ad message everywhere. You choose relevant keywords – terms people use to search for products or services like yours, as you can see in the following example of a Live Bearded search ad for their product, beard oil. This ad appears in search results when someone searches using selected keywords – “beard oil”. It includes a catchy title, a short yet persuasive copy, and a link to the dedicated page.

What makes search ads outstanding on search result pages are ad extensions, including phone numbers, locations, or links to specific web pages directly within the ad. As you can see in the example of NYC Dental Center, they use site link extensions showcasing different sections of their website. Users get a richer experience, making this ad more informative and trustworthy, ultimately increasing click-through rates.

Such ads can also have call extensions with a phone number for easy contact, or location extensions highlighting the address. Bing offers also dynamic search ads, further simplifying the ad creation process by automatically generating ad content based on specific website, making them highly targeted and reducing the workload on user end.

2. Product Ads

The second example showcases Bing product ads that use product data feed to display rich, engaging ads that appear during product-related searches. These ads feature images, prices, and promotional text directly pulled from user’s updated catalog in the Microsoft Merchant Center. By using product ads, advertisers tap into Bing’s ability to match their products with user queries, enhancing visibility and likely increasing conversion rates due to the detailed product information provided.

These ads can be displayed in various forms on the Bing’s SERP. Bing audience searching for specific products or shops by typing, e.g., “sport shoes online shop”, can see the most relevant ad in the right bar, as in the example below. This type of product ad includes a specific item picture, headline with URL, and price, encouraging visitors to explore more products from the store.

The other type of product ad campaigns are product tiles with a high-quality item picture and precise title, including keywords related to the product, a link to the product page, price, store name, and, optionally, ratings or special offers. These ads display on Bing’s SERP once search terms include specific keywords or at the top of Bing’s Shopping tab results, as showcased in the following example.

Bing’s product ads effectively engage users with high purchase intent because they target them when they’re actively considering a purchase. These ads appear when users search for specific products or services, making them highly relevant and timely. By showcasing detailed product information, including images, prices, and promotions, Bing’s product ads capture the attention of potential buyers and drive higher engagement. This targeted approach increases the likelihood of clicks and boosts conversion rates.

3. Display Ads

The third example showcases Bing’s display ads – visually appealing advertisements that appear across the Microsoft Audience Network, including popular sites like MSN,, and Microsoft Edge. These ads can take various forms, such as banner ads, video ads, and native ads, allowing advertisers to create eye-catching campaigns that capture users’ attention.

Display ads on Bing leverage Microsoft’s extensive data and audience insights to target specific demographics, interests, and behaviors. As you can see below, the LendingTree banner ad that appears on the MSN platform leverages a static picture with a short, attention-grabbing title to encourage users to click their ad.

Once the ad is clicked, it directs the user to a specific landing page consistent with the ad copy. The page itself is clear, optimized for mobile devices, and engaging. The customer journey continues from the ad through a survey page, leveraging one of the most effective lead-generation methods. This page includes trust signals building brand credibility, which helps increase conversion rate.

By utilizing Bing’s display ads, advertisers can increase brand awareness, drive traffic, and achieve their marketing objectives through visually compelling and strategically targeted campaigns. Still, the consistency between display ads and linked landing pages is crucial in every PPC digital marketing strategy. A cohesive ad-to-landing page experience helps users find exactly what they expect, which not only meets their needs efficiently but also enhances satisfaction and brand loyalty. Ensuring this alignment is key to maximizing the effectiveness and ROI of PPC campaigns.

Try out Landingi to create your ad-related landing page – choose the Get a Loan template or select from over 400 patterns for various industries designed to maximize conversion and increase overall campaign ROI. Use a simple lead-generation form and run PPC campaigns with powerful landing pages from Landingi.

paid ads landing page

Can PPC Be Used on Bing?

Yes, you can indeed run PPC ads on Bing effectively. Bing Ads, now known as Microsoft Ads, provides a robust and user-friendly platform that simplifies the process of creating and optimizing PPC marketing campaigns. This platform not only matches but may even surpass the experience offered by Google Ads due to its intuitive interface and comprehensive targeting options.

Microsoft Ads allows you to organize your account into distinct campaigns tailored to specific goals, products, or services and target Bing’s audience. This customization ensures that your ads reach the right audience at the right time, maximizing your impact and driving relevant traffic to your website. Additionally, the platform offers competitive advantages such as lower CPC rates and access to a unique audience that may not be as heavily targeted by competitors.

Furthermore, Microsoft Ads supports seamless importation of Google Ads campaigns, making it easier for you to transition or expand your advertising efforts without starting from scratch. Whether you’re looking to broaden your reach or optimize your budget, Bing provides a valuable and effective solution for your PPC advertising needs.

What Is the Difference Between Bing Ads and PPC?

The main difference between Bing Ads and PPC lies in understanding that PPC, or pay-per-click, is a broad advertising model used across various platforms where advertisers pay each time their ad is clicked. Bing Ads, now known as Microsoft Advertising, is Microsoft’s specific PPC platform that utilizes Bing, Yahoo, and AOL search engines, thereby providing a broader reach across these integrated networks.

While Bing Ads operate on a PPC model, they offer certain unique advantages:

  • Extended reach – advertising on Bing also displays your ads on Yahoo and AOL, increasing visibility across multiple platforms.
  • Demographic targeting – Bing users typically include an older, more affluent demographic, which can be advantageous for certain products or services.
  • Cost-effectiveness – generally, Bing Ads have a lower cost-per-click due to less competition, which can lead to a higher ROI for your campaigns.
  • Detailed control – Bing provides more detailed control at the ad group level and allows adjustments by device type and time zone, which are not as flexible in Google Ads.

These features make Bing Ads a valuable component of a comprehensive digital marketing strategy, particularly for businesses aiming to maximize their advertising spend while targeting specific user demographics. By leveraging the unique aspects of Bing Ads, you can effectively enhance your online presence and reach a segment of the market that might be less saturated by competitors.

Which Is Better, PPC or Bing Ads?

Deciding between PPC and Bing Ads depends on your specific marketing objectives and the audience you aim to target. PPC is a general advertising model where advertisers pay per click across various platforms, while Bing Ads is a particular PPC platform within the Microsoft Advertising network, offering targeted reach primarily on Bing and less popular search engines. Microsoft Ads can be an excellent choice for businesses looking to reach a slightly different demographic, often with less competition and lower CPCs compared to Google Ads. It is particularly effective for targeting older, higher-income users and those in specific niches.

What Is the Best PPC Bing Tool for Landing Pages?

The best PPC Bing tool for landing pages is Landingi, a platform that stands out as a premier PPC software, especially for crafting landing pages that are not only visually appealing but also optimized for high conversion rates. This tool offers an intuitive drag-and-drop interface, allowing you to create and customize landing pages without needing any coding expertise. With Landingi, you can effortlessly design, publish, test, and optimize your pages.

The page creation process in Landingi starts with choosing one from over 400 templates, which can be easily customized in its editor. The platform’s robust suite includes AI-powered features such as AI + Text, AI + SEO, and AI + Image, which elevate your content and ensure your pages are optimized for search engines and user engagement. AI landing page feature supports 29 languages and allows you to create pages consistent with your ad campaigns within minutes by generating content for entire landing pages or selected sections.

Still, landing page creation is just the beginning – the campaign success lies in ongoing optimization. Thanks to the built-in A/B testing tool, Landingi provides you with features for experimenting with various page versions to choose the most effective one. EventTracker tracks user behavior and events on your pages, giving you data-based insights on further optimization. With Landingi, you don’t have to worry about mobile optimization – its editor automatically adjusts mobile views, leaving you space for customization.

Additionally, Landingi supports over 170 integrations, allowing seamless synchronization with your favorite tools. This integration enhances workflow automation and data management across platforms, contributing to a streamlined marketing process. This combination of ease of use, powerful features, and reliable performance makes Landingi an invaluable asset for maximizing the effectiveness of your PPC campaigns on Bing.

Run Effective PPC Bing Campaigns with Landingi

Bing PPC is a powerful component of digital marketing that offers businesses a valuable opportunity to connect with a unique and often undervalued audience. By understanding the definition and fundamental principles of Bing PPC and implementing best practices, you can significantly enhance your campaign performance.

Real-world examples showcased in this article demonstrate the effectiveness of Bing PPC in driving targeted traffic, increasing conversions, and achieving marketing goals. Integrating Bing PPC into a comprehensive digital marketing strategy can maximize your reach, engage high-intent users, and ultimately boost ROI. However, to achieve success, you need well-optimized landing pages related to your ads – try Landingi now and discover the most valuable tool for increasing Bing PPC campaign efficiency.

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Martyna Targosz

Content Writer

Martyna Targosz is a marketing content expert with over 3 years of experience in digital marketing. She specializes in landing page creation and conversion optimization. She is currently being mentored by Błażej Abel, CEO of Landingi, a leading company in landing page technology.
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