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PPC Back to Basics – Billing in Bing Ads

In our last PPC Back to Basics blog post, we provided an overview on how to budget your Bing Ads campaign. If you’re looking to brush up on your PPC skills then you’ve come to the right place! In this post, we’ll concentrate on the Billing features in Bing Ads that will help you easily manage your campaign.

Overview:

  • Billing methods and schedules
  • Change your payment option
  • View your Bing Ads bill

Bing Ads provides multiple payment options, easy access to your statements, and ways to manage your payments across multiple accounts. Upon Setting up your account and enabling your campaigns to go live, you will be required to set up your billing. When selecting a payment option, you can choose to pay ahead of time (pre-pay) or pay after you’ve acquired click’s (post-pay). It’s important to note, once you choose your payment option during setup, you cannot change the preference for that account. However, if you have multiple accounts, some can be pre-paid and post-paid to fit your budget.

Billing date

For post-pay accounts, the day you set up your Bing Ads account becomes your billing cycle start date. If you create an account on June 7, your credit card is billed on the seventh day of every month. Once established, billing dates cannot be changed.

Billing threshold

A billing threshold is a credit limit Bing Ads assigns to your account. Initially, your billing threshold is $50 dollars USD.

Bing Ads automatically bills you on your billing date, or when your billing threshold is met, whichever comes first. As you make timely payments, your billing threshold can increase to $100, $500, even $2,500 dollars USD.

Payment options
Payment can be made using a credit or debit card, bank transfer, coupon, personal check, and PayPal (U.S. only and USD only).   If you pay by credit card and want to pay your billimmediately, you may do so by clicking the "Bill Me Now" option.

Managing your payment method
You can add, remove, or change the payment method on your account at any time. (Note:  You cannot change between pre-pay and post-pay options.)
Go to the Accounts & Billing page, choose the payment methods tab, and follow these steps:

  1. To change to an existing payment method, click the Set button.
  2. To establish a new payment method, click the ADD option of your choice.
  3. To edit a payment option, click the Edit button.
  4. To remove a payment option, click the Delete button.
  5. For pre-pay accounts, you can click the Add funds link to draw money from the payment method.

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Review your billing statements
You can review your billing statements at any time in several ways:

  • Click Accounts & Billing and select the account. Look for the “Payment Info” in the right column to immediately find recent statements.
  • Click the Billing tab to see more detail and statements.

 

With Bing Ads, we hope you find it easy to set up your account with the payment method that best fits your business model. If you have any questions or feedback, please feel free to add any comments below. We’re here to help!

Ricky :-)

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PPC Back to Basics – Budgeting

As explained previously, we’ve started the PPC Back to Basics blog series to help assist those new to PPC, new to Bing Ads and those who just want to sharpen their PPC skills. In this post, we’ll focus on the budgeting functionality, available budgeting options and we’ll demonstrate how to set up your daily or monthly campaign budget.

If you’re new to PPC and you’re not sure how budgeting works, put simply, your Bing Ads budget is the total amount you’re willing to spend across your campaign’s ad groups.  Bing Ads allows you to set your budget on a daily or monthly basis.  The daily option lets you control how quickly your budget is spent, while the monthly option allows you to set a monthly maximum that depletes as customers click your ads.

Daily standard budget:

The daily standard budget is the default option when you set up the ad group. This option offers several benefits:

  • The budget is spent smoothly throughout the day.
  • If the click-through rate (CTR) is higher than expected, the rate of spend may be slowed to ensure budget is available at the end of the day.
  • Your budget limit is a general target, allowing the actual daily spend to be slightly higher or lower (NOTE: you will not be charged for any clicks that exceed your set budget amount).

Daily accelerated budget:

  • Does not “smooth out” clicks across the entire day. 
  • Bing Ads spends your daily budget as quickly as clicks occur -- the entire daily budget could be spent in the first few hours of the day.
  • When the daily accelerated budget limit is reached, ads stop serving until the next calendar day.

Monthly budget:

  • Functions similarly to the daily accelerated budget only over the duration of a month. 
  • Budget is depleted as clicks occur. 
  • When the limit is reached, ads pause until the first day of the next calendar month.

When selecting a budget option, consider how often you plan to monitor and change your budget. Evaluate your advertising goals and total available budget to determine the best approach for your campaigns.

If you monitor your campaign each day, you may want to choose “Daily Accelerated” to help maximize your impressions. This option is recommended when you have a high budget and can accommodate ad traffic occurring throughout the day.

Set a “Monthly Budget” if you don't anticipate changing your budget very often.  The monthly budget option works well when you have a high or unlimited budget, and can accommodate all potential ad traffic.

If you are running a new campaign, or are a new search marketer, use the default “Daily Standard” budgeting for a week or two. Collect enough data to evaluate your performance and campaign needs.

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Setting a daily or monthly budget
When you set up your campaign, you’ll be asked to make your budgeting selections.
To choose the daily budget option, select “Daily” from the drop-down menu next to the “Campaign budget” box.  In the “Campaign budget” box, enter your daily amount. 

When you set a daily budget, the Bing Ads system multiplies the daily amount by the number of days in the current month and automatically calculates the maximum monthly budget.  Expand “Daily budget options” to select how you want the budget spent, Standard or Accelerated.

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Changing your budget
Your budget is directly affected by your keyword bid amounts.  Since keyword bids can vary, be sure to monitor the bid amounts and frequency of clicks.  To make edits:

  • Go to the “Campaigns” page and hover over the “Budget” column of the “Campaign” row you want to update.  Click the pen icon to proceed. You can only change the budget amount this way.

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  • Change the budget type and the amount by selecting the campaign and choosing the “settings” tab.  Under “campaign settings” alter the “Campaign budget” information.

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At some point during your campaign, your budget will most likely need some attention. To manage your budget, access the Budget Suggestions tool from the “opportunities” tab. 

For each campaign with a depleted or nearly depleted budget, Bing Ads will provide a recommended budget, along with an estimated increase in clicks. Using this tool allows you to easily make adjustments to budget recommendations and apply new budgets to your campaigns. This nifty tool with Bing Ads gives you flexibility on how to serve ads. Your choice depends on how active you are monitoring and modifying your campaign(s).

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Now that we’ve gone over budgeting, which budget option will you choose to manage your Bing Ads campaign(s)?

Thank you for reading and we hope this helps you budget your campaigns in Bing Ads. Feel free to leave any comments or questions below. We love your feedback!

- Ricky :-)

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Heads Up: Bing Ads Scheduled Maintenance this Saturday, July 20 from 8am to 2pm (Pacific)

Bing Ads will be undergoing scheduled maintenance  from 8:00 AM to 2:00 PM Pacific Time on Saturday, July 20th. The Bing Ads user interface (UI), API, Editor, pubCenter and Bing Ads Intelligence will be unavailable during this time.  Though you will not be able to log in or upload data, nor will those of you using the API be able to make calls, please note that campaigns will continue to run normally and your ads will continue to serve.

We apologize for any inconvenience.

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Webmaster Radio Podcast: How to Get Started Working with Bing Ads

If you're new to Bing Ads, have we got an excellent podcast for you! Bing Ads Evangelist John Gagnon recently joined Webmaster Radio for a short interview (click the image to access the podcast):

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John discusses how to get started with Bing Ads, a great resource for all of you newbies. If you’re on the fence, John explains why you should use Bing, what kind of growth our query share is getting, and how Bing users spend more.

Let us know what you think! :-)

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Bing It On! Tune Your Site and Apps to Maximize Search Jump Start

Are you looking for some tips and best practices on how build Web sites that are easy to discover? Look no further! Join us Tomorrow, June 4th from 1:00pm – 3:00 pm (PDT) in our virtual classroom to show you best and fastest way to direct traffic to your website. We’ll provide guidance on Web site architecture, page load time, getting your site indexed, and the resources available within the Bing Toolbox, including APIs and SDK documentation. During this free two-hour session Microsoft Senior Product Marketing Manager Duane Forrester, Search Evangelist Stacey Helman and Digital Marketing Agency Lead Dalip Tyagi will also introduce marketing opportunities (SEM) to complement and enhance your SEO efforts. This demo packed session is free, and we encourage you to prep by visiting the Bing Programs.

In this two-hour session, you will learn:

  • Basics of Search and why it is important
  • How are new form factors changing search overall?
  • How do you drive traffic to your websites and Apps
  • How to maximize Search Engine Optimization (SEO)
  • What is the Yahoo Bing Network?
  • Basics of Search Engine Marketing (SEM)
  • Resources

 Instructor Team

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Stacey Helman | Search Evangelist | @staceyhelman

Stacey is a Senior Bing Evangelist at Microsoft.  She is responsible for raising awareness and generating excitement around Microsoft’s search strategy and advertising opportunities available through the Bing platform.  She is focused on partnering with the advertiser and developer community to increase awareness, demand, and adoption of Bing and Bing Ads. In June of 2005, Stacey joined Microsoft as an Account Executive in the New York office then transitioned to a Product Management role in the Advertiser and Publisher Solutions group focusing on Search Agency partners.

Prior to joining Microsoft, Stacey provided strategic media planning services to a wide range of clients as a Media Supervisor at Sharpe Partners. Stacey holds a BS in Business Administration with a concentration in Marketing from Bucknell University. She currently resides in Seattle where she enjoys the great outdoors with her family.

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Duane Forrester | Sr Product Marketing Mgr | @duaneforrester

Duane Forrester runs the public outreach side of the Webmaster program for Bing. He is a Senior Product Manager with Bing’s Webmaster Program.  Previously, he was an inhouse SEM running the SEO program for MSN in the US & Americas. He's also the founding co-chair of SEMPO's In-House SEM Committee, was formerly on the Board of Directors for SEMPO and is the author of two books: "How To Make Money With Your Blog" and "Turn Clicks Into Customers". Duane has been working as an SEO for over a decade and has offered assistance to many large companies such as General Motors, GAP, Wal*Mart and more.

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Dalip Tyagi | Bing Ads Agency Marketing | @dtyagi

Dalip Tyagi leads the SMB Agency Strategy and Marketing for Bing Ads.  In this role, Dalip is responsible for driving recruitment and engagement with Digital marketing agencies and individual professionals. Dalip has been with Microsoft for over seven years in different roles revolving around partners and developers.  Prior to his current role, Dalip led the WebsiteSpark program targeted at Web professional to promote Web and Cloud technologies.  Dalip led the program from its early days to an established program with more than 120 thousands registered member.  Prior to joining Microsoft, Dalip worked for Deloitte Consulting in their Strategy and Operations practice.  Dalip holds MBA from the Ross School of Business, University of Michigan and undergraduate degree in Engineering from Delhi College of Engineering in India.

Will you be joining? Register Now

Ricky

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Wrapping Up SMX West and Gearing Up for SES New York!

Spring is in the air, and if you’re in the search industry, you've probably got a few events lined up on your calendar. Last week, we attended SMX West, next week we'll be at SES New York and we're planning on attending SMX Advanced in Seattle in June. 

In case you weren't able to make it to SMX West this year, you can review the slides from a couple of the presentations given by Microsoft speakers here: 

Next week, we have a full line up of speakers presenting at SES New York (March 25-28th). If you're on Twitter, you can follow along with our updates from @BingAds where we'll be tweeting cool bits of info with the hash tag #SESNY (if you're not already following them, be sure to keep tabs on our friends, @SESconf too!). We'll also be snapping some fun pictures for our Facebook page, and encourage those of you on Twitter to send a tweet to us @BingAds with any of your favorite pics from the conference -- we'll be happy to showcase them on our Facebook page.

See you next week!

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