This presentation provides a how-to-guide to advertising with Bing. Search engine optimization is crucial to business success, and Bing is a significant player in the market. By advertising with Bing, your business will receive attention from those most likely to be potential consumers. Follow the instructions and advice provided and you will have a strong advertising strategy in no time.

1. How To
Advertise Your
Business Using
Bing Ads

2. What Are
?
Bing Ads is the advertising platform you use
to show ads on the Bing and Yahoo search
engines. You also have the ability for your
ads to show on their syndicated partners
such as Facebook, Amazon, Monster,
WebMD, CNBC, and Viacom.

3. By bidding on the right search terms
You can have your ad show only to people who are interested in your
product. On top of that, you only have to pay for the ad when
someone clicks on it and visits your website.

4. Bing Ads vs.
Google Adwords
With an over 60% share of all internet searches, Google is the largest
search engine in the world. This is why if you want the widest reach, we
recommend starting with Google’s advertising platform, Google
Adwords.

5. Bing Ads vs.
Google Adwords
Bing and Yahoo still have 30% market share however, so if you are not
advertising there you are missing out on the potential to increase your
sales from search by 50%.

6. Less people advertise using
Bing ads than Google Adwords,
So the competition, and the amount you have to pay to reach your
target customer, can be A LOT lower.
In fact, research shows that your cost
per click when using the Bing Ad
network can be up to 70% lower
than when advertising
using Adwords.

7. Setting Up
Your Bing Ads
Account

8. Step 1:
Sign up for a free $50 Bing Ads coupon
Bing gives you $50 in free advertising to get started, so make sure
you take advantage of that:
Get Your Free $50 Bing Ad Coupon Here

9. Step 2:Setup Your Bing Ads Account
Click here
To visit the Bing Ads signup page, and then click the
“sign up for bing ads” button in the upper right hand
corner of the page.

10. Step 3:
Import or Create Your First Campaign and Your First Ad
1. Import your Google Adwords Campaign. If you are already using
Google Adwords, then you can import everything you are doing there into the
Bing Ads platform. Just follow the instructions provided on the page.
2. Set Up a new campaign.

11. After clicking “create a new campaign” you will be taken to a
page where you can enter the information for your first ad:

12. Bing has some great tips here
on the characteristics of a good
pay per click ad. Here’s the
summary:
• Include the search terms your clients are
using in your ads.
•Describe what sets your product apart.
• Avoid jargon and use your customer’s language.
•Address your customers directly by using words like you any yours.
•Be specific - Instead of saying “big discount” say 50% off.
•Include a call to action.

13. Step 4:
Choose the Keywords
You want your ads to
show for
Once you have created your
ad, the next step is to choose
when you want your ad to
show.

14. After doing so
I get a list of related keywords along with traffic estimates of how many
times those terms are searched on Bing each month:

15. Step 5:
Choose Your Match Type

16. These boxes determine the
conditions that have to be met for
my ads to show. Here’s what each
option means when checked:

17. Broad
Broad
My ad will show in the Bing and Yahoo search results
when users search my specified keyword, or any term
that Bing believes is associated with that term.

18. Phrase
Phrase
My ad will show when people type in any search term
that includes the words “Lake Gaston” in that exact
order.

19. Content
Content
My ad will show on partner sites such as Facebook,
Amazon, Monster, WebMD, CNBC, and Viacom. This
could be either in the search engines of those sites or
as a display banner ad.

20. Step 6: Set Your Bids
To keep things simple, I like to leave things the way that Bing
recommends to start.
Bing gives me a lot of reports that I can use to analyze the campaign once it is
live for a few days, and then change the settings based on what is working and
what is not.

21. Step 6:
Your Campaign Name, Budget, And Location Targeting

22. Campaign Name
Once you get comfortable with Bing Ads, you may
have multiple campaigns, which are advertising
different products or services that you offer.
Because of this, you want to give your campaign a
name which is indicative of the type of ads that are
running in the campaign.

23. Daily Advertising Budget
Your daily budget is going to depend on how competitive the market is
that you are serving. My father’s business is in a small town without a ton
of competition, so I can buy clicks on Bing and Yahoo! for less than $1.

24. Location Targeting
Using the location targeting option, you can set your ads
to display to anyone who searches your specified terms
anywhere in the world, just in the US, or within a certain
distance of a specific zip code.

25. Step 8:
Finalize Your Campaign Settings
Set Bids
If you do not choose a specific bid for each
keyword (as we did in step 6), then Bing
Ads will use the amount that you set here as
the default bid.
How high or low you set your search market
bid is going to depend on the
competitiveness of your market.

26. Ad Distribution

27. Other Settings
There are many other advanced options
here, including the ability to set specific
dates and times for your ads to run,
gender targeting, and the ability to target
the types of devices on which your ads will
show.

28. Step 9:
Enter Your Credit Card Information
And Turn Your Campaign On
Once you have entered your credit card payment, you are ready to
go live and will be taken to a page where you can track the
performance of your campaign.

29. Step 10:
Optimize Your Campaign
There are two primary things that you need to do to optimize your
Bing ads campaign, which are create some additional ads, and add
negative keywords into your campaign.
Aditional
Ads
Negative
Keywords
See our full article for more information about
Additional Ads and Negative Keywords.

30. Click Here
For Your Free $50 Bing
Ads Coupon

31. Click Here
For Your Free $50 Bing
Ads Coupon

32. Click Here
For Your Free $50 Bing
Ads Coupon