Last week, we announced the launch of Bing Ads Express (beta). Today, we’d like to share our inspiration for this new offering and take you behind the scenes to show you exactly how we built this product.
Over the past few months, we’ve had a great time learning the needs of small & medium business owners interested in attracting local consumers to their businesses. Through those conversations, we identified a trend in requests for “hiding” a lot of the complexity of Bing Ads, yet still giving you control over the most important aspects of your online campaigns: the ad creative and budget.
We’ve also gathered a lot of insights across different verticals from the Bing Ads campaigns to develop algorithms that can run and manage your campaigns in a scalable and automated way, while still giving you an opportunity to give us feedback that will be reviewed by our team.
The motivation for developing Bing Ads Express (beta) is to allow you, our advertisers, to automate the setup and management of your campaigns, and to make it a quick and efficient process. We want to give you back time to do what matters most – running your business.
Let’s see how this works.
Behind the scenes
You start by providing basic information about your business – Name, Address, Phone Number and Categories. You should specify all the categories relevant to your business. This will allow Bing Ads Express (beta) to more accurately run your ad campaigns.
We are constantly adding new categories, so go ahead and select categories for your business listing even if they are unsupported for promotions today.
The next step is to create an Ad – one for each of the supported Categories. We do have sample ads to get you started. Go ahead and describe your business to your consumers.
You will also need to select your target consumers from a radius around your business or area of operation. Bing Ads Express (beta) will estimate the number of people your ad will reach on Bing, Yahoo and their partner sites for that particular area. Finally, specify a monthly budget (or choose from values based on your business category and competition therein). Remember, you need to pay only when the user clicks on the ad. You can also change your budget at any time.
Once you submit your information Bing Ads Express (beta) will:
- Take the business information you submitted – name, address and contact number – to set up your Bing Ads Campaigns and Ad Groups such that the ads show up on computers, tablets and smart phones across the Yahoo Bing Network
- Generate keywords based on your Business & its Category. You ad will show when users search for one the keywords we provision
- Adjust the Max CPC for each keyword so that your campaigns run competitively across the Yahoo Bing Network
- Regularly monitor your campaign performance and expand keywords or alter bids to keep your ads competitive
You can login after a couple of days to see how your ads are performing. Bing Ads Express (beta) will also show you the top performing keywords for your campaign.
Consider Bing Ads Express (beta) your own personal search engine marketer! Click on the link below to get started – it takes only a few minutes to sign up and get your business online. And, we’d love to hear from you – please give us feedback on how we can improve Bing Ads Express (beta).