Across the Internet, businesses are realising the benefits of pay-per-click advertising. Bing Ads can help you reach a new group of high-quality customers and increase your return on advertising spend. This overview explains how Bing Ads helps execute marketing strategies to get better results.

After reading this training, you will know how to:

  • reach new, high-quality customers
  • improve campaign performance with Bing Ads

What is Bing Ads?

Every day, millions of people type keywords into search engines, looking for products and services. With search advertising, you create ads and bid on keywords. One of the locations where your ad may appear is the “Ads” section of search results pages. Whether customers want to purchase a product, request a service or sign up for information, your goal is to get customers to see your ad and go to your website, or download your app. You can accomplish this by getting your ad to appear at the top of the search results page, in the “Ads” sections.

Example of search engine results pages for keyword 'winter vacations'

When customers view and click your ad, they’re sent to your website. Either they make a purchase, request your service, sign up for more information or download your app. These customer actions are called “conversions”. Think of “conversions” as turning a potential customer into an actual customer.

Think of 'conversions' as turning a potential customer into an actual customer.


Unlike traditional advertising, with online advertising you’re only charged when your ad is clicked.

With one Bing Ads ad buy, you can reach 167 million unique US users on the Bing Network. On average, these users spend 26 per cent more online than the average Internet searcher. Reaching this high-quality, engaged audience can help you to connect with the right customers.

To get your ads in front of the right audience, you can apply advanced targeting options to your campaigns. Instead of blasting your ad across the Internet, target a specific segment of the population. Targeting strategies centre around these attributes:

  • geographical location
  • day of the week
  • time of day
  • age and gender
  • device
  • language

Keywords and keyword bids

Once you’ve created your ads and targeted your audience, you need them to appear on websites. Now, it’s all about keywords and keyword bids. When creating your campaign, choose keywords relating to your business and matching your customers' needs.

You can create your own keyword lists, or use the Bing Ads keyword research tools to identify effective keywords and keyword bids. Creating an effective keyword list is important. You may have a great targeting strategy, but without a great keyword list, customers may never see your ads. Bing Ads keyword tools help:

  • identify the right keywords
  • choose optimal keyword bids
  • improve campaign performance


If your ultimate goal is to get a conversion, you want to drive relevant traffic to your website. Identifying the right keywords is step one. Optimisation is step two. The steps to optimisation include choosing the best amount to pay (keyword bid) for each keyword, keeping track of how well each keyword performs and then using Bing Ads reporting tools to review, study and adjust your keywords and keyword bids. Running reports and refining your keywords and ads is how you will continually improve your ad performance, increase your conversions and grow your business.

This overview has provided an introduction to the benefits of Bing Ads, including:

  • audience targeting
  • keyword research tools
  • campaign optimisation tools

As you become an expert user of Bing Ads, you will learn how to reach new, high-quality customers. This will help you increase your campaign’s performance and get more value from your advertising spend. For in-depth information about Bing Ads, review the Help files and continue reading the free training information to become a Bing Ads Accredited Professional.

Thank you for reading this training material. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note that features mentioned in this training may not be available in your market.