How to setup a campaign in Bing Ads

Bing Ads Review

Bing Ads Overview:

If you are just starting out with affiliate marketing and wondering about where to start, you might get suggestions to start with Bing ads. Usually, newbies were often suggested to start with Bing ads or 7 Search in their affiliate marketing career, as these are easy to start with and does not involve high competition and also very affiliate friendly. Affiliate friendly means, they don’t put much restrictions when approving ad copies and landing pages. Suppose if you consider using Google AdWords to start with, it’s hard to get your ads or landing pages approved by Google, as they have a lot of restrictions when it comes to landing page approvals.

So, if you want to start your affiliate marketing journey, Bing ads is the way to go.

How to Start Advertising with Bing Ads:

Step 1:

If you already don’t have a Bing Ads account, then here is how to do that. Get yourself an Outlook
account. And then open the following page

http://advertise.bingads.microsoft.com/en-us/home

If you already got an Outlook account, then you can simply login with your outlook account by click on Sign in button at the top right hand side of your Bing ads website.

Step 2:

In this step, you will be shown with the following screen where it will ask you to sign in with your Bing ads user name (if you have one) or else you can log in with your Microsoft account.

Step 3:

After entering your login details, click on Sign in, it will take you to the next page, where it will ask you, if you already don’t have an advertising account, it will ask you to create an account right away.

You will be asked with the above options to choose from, if you don’t have a Bing advertising account already. Check the third option which is Sign up for a new Bing Ads account to start advertising with Bing.

Step 4:

In the next step, it will ask you to import your AdWords campaign if you have one or else you can simply create a new campaign with Bing or you can skip this option for now and create a new campaign later after you setup your Bing advertising account.

Where Bing ads will show up?

This is for newbies who have no idea where Bing ads will show up. Bing ads is a PPC advertising network which will display ads on Yahoo and Bing! Search sites and its partnered sites.

For example: Your ads will show up on the following sites.

http://www.yahoo.com

http://www.bing.com

If you are targeting the keyword “How to lose weight fast“, anyone who is searching for that keyword on Yahoo and Bing sites or its partnered sites, your ad will show up to them.

Here is the screenshot of the current advertisers targeting that keyword on Bing.com.

I have marked the advertiser’s ads who are competing for the keyword How to lose weight fast
for US geo.

And here is the screenshot from Yahoo.

So, anyone who is searching for the keyword you targeted from your targeted location, your ad will be shown to them. If they find your ad relevant, then they will click on your ad and if they see your landing page as convincing, they will get converted with your offer. But, you only will be charged when someone clicks on your ad. It’s a pure PPC (pay per click) ad network. Whereas with CPM ad networks, they will charge you for displaying your ad, even though no one clicks on your ad, they don’t care about it. You have to pay for number of impressions, but here in PPC, you pay only per click.

Choosing your niche:

Since, bing.com has an Alexa rank of 15, there is a huge traffic available for you to choose from. You just need to find the right offer for the right keywords.

There is a keyword research tool available in Bing to get an overview on how much traffic available for your targeted keywords and how many clicks can you get daily or monthly for your keywords.

Step 1:

Open your Bing ads dashboard and Click on Tools
at the top right hand side of your dashboard
and click on Research Keywords to see the search volume available for your keywords as shown in the above.


Step 2:

In the above, I wanted to search for the available volume for the keyword Weight loss for US geo.


Here I can get the estimations for mobile volume also. But here in the above, I have chosen only Desktop and Laptop users who are from United States.

Step 3:

And here is what I got after I searched for that keyword.

From the above, you can get an overview of what keywords were being searched on Bing. So, that, you can select the most popular targeted keywords for your campaign.

Weight loss seems a broad term, so you need to target your keywords more narrowly. So, I am going to choose the following keywords.

Lose weight fast
quick weight loss
weight loss diet
weight loss diets

the above keywords will be your targeted keywords, because people search for the keyword lose weight fast because, they want to lose weight quickly, so they have searched for that keyword. But for the keyword weight loss, people may also search for this keyword for their research study or for informational purposes, it is a broad keyword. But the keyword I mentioned in the above are targeted, because the users were searching for those keywords to get some help.

Now, there are very good chances, if you display an ad saying Lose weight fast by targeting the user’s query (lose weight fast), so, there are very high chances that the user may click on your ad as they user is being shown with a relevant ad to his query. And if you can offer solution to his problem, he will definitely convert to your offer which is a sale or lead.

Another example:

If you want another example, here it is.

Suppose, if you wanted to promote a dating offer, let’s say Russian Dating in Peerfly.

Now, research your keywords for that offer. Here is what I got.

From the above, you can choose the following keywords

Russian women personals
Russian dating sites
Russian women dating etc.

People are searching for these keywords because they are looking for Russian dating site. If you can create an ad and lead them to Russian dating, there is very high chance that the user who searched for that keyword may end up registering through your Peerfly link and you will earn money for that lead.

Now, you got the volume of clicks available for your keywords. Next step is creating your ad with these keywords.

Setting Up your Campaign in Bing Ads:

Step 1:

Click on Campaigns link available in the top of your Bing ads dashboard.

Step 2:

Now, click on Create Campaign to create your first campaign in Bing ads.

Step 3:

Now, enter the details of your campaign like campaign name, daily budget etc. You can see below from the screenshot.

You will be asked to enter your Campaign Name, Campaign Budget, and Location and also you can target cities also with their Advanced Search feature.

Bid Adjustment: With bid adjustment option, you can increase your bid by certain percentage for your keywords, this will be helpful when you are targeting different Geo’s in a same campaign. Because, you will need a high bid when you were targeting countries like US, UK, CA and other top countries. And you a low bid can get you good volume when you target countries like India, Philippines etc.

Step 4:

Creating your First Ad in Bing:

In this step you will be asked to create your first ad in Bing ads. Create your ad copy and enter your landing page URL and tracking URL.

Below is an example showing my ad

In above, under Display URL, you can enter your landing page URL which will be shown in the ad copy and in the destination URL you can use your tracking URL for tracking purposes where it will lead to your exact page, but with display URL, you can simply use your domain name.

If you are using CPV Lab for your tracking purposes, you can simply select Bing ads from the pre-defined traffic sources list in CPV Lab. For more info on how to setup your campaign in CPV Lab, see here

For additional tracking, you can use the following tracking parameters for tracking other parameters like match type, campaign id, ad id, device etc.

From the above, if you want to track the keyword that triggered your ad, you should use {QueryString} parameter in your tracking link to return the value of searched query which triggered your ad.

In CPV Lab, you can use something like &query={QueryString} at the end of your tracking link which will be generated automatically when you add extra token in your CPV lab.

So, finally your tracking link would look like the below

http://your-cpv-lab.com/base.php?c=212&key=e326b8531234ad6bc18b02a647680f4a&ad={AdId}&query={QueryString}

You can also track other parameters by adding the other parameters in your CPV lab while setting up your campaign in CPV lab. Similarly, you can create the same in voluum tracking software also and do the same, read this guide on how to setup a campaign in voluum tracking software.

Step 5:

Choosing your Keywords:

So, now that you have your ad copy created with tracking enabled. In the next step, you need to choose your targeted keywords, so that your ad will show up only when the user searches for your keywords. Since, in the example we are using a weight loss niche and we have also created the ad on weight loss.

So, let’s target on weight loss keywords.

As shown in the above, add
your targeted keywords by selecting the keywords you want and click on Add to add your keywords to target your ad. Then, for the keywords you added in your campaign are your targeted keywords, and only when the user searches for your keywords will be displayed with your ad.

And also, you can see in the below there are some options checked by default, if you don’t know what they meant, they are called match types.

Here I am going to show you what exactly they mean to your campaign and how they will affect your campaign.

Broad – when you select broad match means, your ad will show up on related search terms also. For example if your keyword is red candle, your ad will pop up for its related searches also like buy candle, crimson candle keywords etc. It will broadly matches your keyword. Usually when you select broad it will generate too many unwanted searches. So make sure you use negative match type when using a Broad match.

Usage: keyword

Broad Match modifier: You can also use Broad match modifier by using +keyword this will help you limiting your ad triggering to only for relevant searches.

For example: if your keyword is red flower, and you use this keyword as a broad match modifier, like

Red flower+, then your ad will show up only when the user searches for keywords like red rose, red lily but not to yellow rose or white rose.

Phrase – This match type is useful in getting your ad triggered on your targeted keywords only. For example, if your keyword is red flowers, then your ad will be triggered only when all of the keywords in the same order were searched for. Unlike, it won’t trigger your ad when a part of the keyword was searched for. Ex: buy red flowers, coupons for red flowers etc.

Usage: keyword

Exact – This match type is useful in triggering your keyword only when your targeted keyword is matched exactly. That means, for example, if your keyword is: red flower, your ad will show up only when red flower is searched for. Unlike phrase match, it won’t show up your ad even though if the user searches for buy red flower. It needs to be matched exactly in order to trigger your ad.

Step 6:

Once you have decided on which match types you need to use, then select the keywords you want to add to your campaign to trigger ads for and then click on save to save your ad.

In the above, I have used only Phrase,
Exact and Content match types to tightly target my audience.

Step 7:

Once your ads were reviewed by Bing ads team, if they find your ads are in compliance to their ad policies, they will approve your ads and then your ads will go live and start receiving traffic.

Things to remember:

  • Always split test different ad copies and aim to get atleast CTR > 0.1%
  • Always split test different landing pages and try to get good landing page CTR.
  • Always test different offers and use the one which gives your good CR ( Conversion rate)

If you have any questions or comments, please comment below.

  • Paul

    Hi Mr. Dheeraj,
    Nice info. on Bing-ads setup process.
    How to do re targeting with Bing ads? Need some blog post about that, if you can…

  • Hi Paul,

    Thanks for reading my article. Yes, here i wrote the article on How to setup retargeting with Bing ads.
    http://www.dheerajkumar.com/setting-remarketing-bing-ads/

    Let me know if you need any help 🙂