With most of the focus on Google Adwords, it’s easy to forget about Bing Paid Search. That would be a mistake. While the audience is generally smaller, using Bing can be just as effective and less costly than creating a campaign on Adwords. This brief introduction is not a suggestion to abandon Google, but to also consider Bing when contemplating a paid search strategy.
To begin, simply to head over to Bing and register for a new account. You can do this with your Microsoft account if you already have one. Just enter your credentials and sign in.
As with Google Adwords, you’ll need to do some research as you begin. This means deciding on your target audience, choosing a group of keywords and setting up a budget. Finding good keywords is fairly simple when you use the Bing Keyword Tool. Its operation is similar to Google’s Keyword Planner.
Do you have a campaign on Google already? Take a look at how much money you’re making per visitor from your site. This gives you an idea of budget. For example, if you make $10 a day from 100 visitors, then that means you spend about .10 ton each visitor. Take a look at the keywords that get the best results and, if you are not on top of the search tier, see if you can up the ante for even better results over time. Even if you have no experience with a paid search campaign, it will not take you long to get an idea of what is working and what is not, though your efforts will likely not be profitable at the very beginning.
If you already have a Google Adwords account, then the easiest way to get started is simply to import one of your campaigns from there to Bing Paid Search. The process is explained here..
The settings process – Time Zone, Location, Language and Budget are all easily accessed and is all the easier if you are familiar with the Google set-up.
Naturally, you’ll want to take a look at all your report options to see how well your ads are performing. With Bing Paid Search you can check out your click through rate (CTR), cost per click (CPC) and cost per impression (CPM). As in all paid search options, the trick is to determine how to get the best bang for your buck.
A favorite function in Bing Paid Search is the opportunity to set up goals. With this tool you’ll able to see if visitors are buying or signing up for your list. You can extrapolate the data here and determine the Cost per Action (CPA) and you know how much your spending to reach your goals. You can set this up easily in Bing’s shared library where you will receive a tag and a script that you can paste on your landing page.
The reports will be your guide in this endeavor and you have a number of options to tweak your results or change course entirely to get a better performance. As noted earlier much is similar to working with Google Adwords but, because Adwords is usually considered the go-to paid search platform, Bing Paid Search is often neglected and it provides an excellent opportunity for an enterprising marketer to stand out from the crowd.