John Rampton - Guest Blogger


PPC Manager Advice on How To Use Bing Ads to Leverage Your Business

My name is John Rampton and I'm a PPC Manager at Maple North.  Over the years I've worked with countless businesses trying to help them grow their business online.  Most of them come to me as a referral from a current client or from the ramblings on my personal blog.  I love diving into businesses online marketing methods, especially when they are using paid search to drive traffic.   This allows me to both help a lot of people and to sharpen my skills.  Something that I've noticed over the last couple years is more and more businesses are using Bing Ads to drive online business.  Today, every major company out there that I work with is leveraging Bing Ads to grow their business.  In this post I will teach you tips to make your Bing Ads campaign accounts perform better and grow your business to greater heights. 

PPC Target Evaluate Your Options

Google AdWords is the "big boy" in the paid-per-click advertising space capturing the majority of the search marketing ad spend.  But something that I make sure to tell each and every business is that Bing search accounts for 30% of the search market share in the US search landscape.  Not to mention in the past year alone they have taken and additional 5% of the search market.  If you're wanting 100% of all the available searches, Bing Ads is a must and smart addition to your marketing mix.

People searching on the Bing Ads network are typically more affluent, spend more money online (21.5% more to be exact) and make easier spending decisions online.  I also love the option that Bing Ads allows you 40 characters in your headline vs 25.  Bing clicks also cost less, check any keyword in AdWords and then double check them in Bing Ads.  You will see that typically they always cost less!

Here are a few tips to help your Bing Ads account perform better.

Start Slow

When you're starting Bing Ads, don't go blow your budget in the first month.  Take it slow and easy. Start with a 3 month budget for online paid search ads.  Spend evenly.  If you have a $3000 budget, plan on spending $1000/month for each of the 3 months. Don't spend it all in the first month.

Before you start make sure that you have analytics on your site to track everything.  Make sure you have small ad groups with only 1-3 keywords, and have two ads for each ad group.  Use the new and improved ad rotation to help you control everything about your ads. Nov Release_Ad Rotation

After your first month, evaluate where you're at.  Don't get down on yourself if you've bid on keywords that shouldn't be there.  Just take them out.  Go through your ads weekly and write new ads.  Make sure you're optimizing daily to help your account out.

After your second month check everything out.  Make sure you're making money.  If you haven't started at least breaking even, talk to an expert or shoot me a tweet @JSRampton and I'll look at your account for you!

Using Analytics? Make Sure You Tag your URL's

Google Analytics (or any Analytics program) is a vital part of an internet marketing campaign.  If you're using Google Analytics, be sure to tag the destination URL's of your ads to segment the Bing Ads traffic into the paid search reporting within your Analytics program. I personally love to use filters to do this for any account that I work on.  You can do this with all different types of paid search traffic.  Failing to do this will group the Bing Ads traffic in with the organic traffic and give you an inaccurate picture of your paid advertising program.  You can learn more about tagging your destination URL's here.

mobile v desktop Mobile vs Desktop

Separate and create mobile targeted vs desktop targeted.  This will allow you to see what's working.  Some businesses shouldn't be advertising on mobile devices, their business just doesn't covert over mobile.  Some businesses convert 10x better over mobile than desktop.  How will you know if you aren't separating them.

I like to create different campaigns for mobile and desktop.  It's pretty easy if you just copy the whole campaign and target it only to Mobile.  Make sure when you copy over the campaign to take off mobile ads on the desktop version.  Don't want to be bidding on the same keywords with different campaigns.  When doing this I like to personally put (d) and (m) at the end of a campaign to keep track of them.  Once you know which one is converting you'll be able to not worry about the other.

Trim the Fat with Negative Keywords

One of the easiest ways to get more out of your account is to trim the fat every now and then.  I like to look at the keywords that I'm bidding on and trim the fat daily (if possible) but make sure you're at least going into your account and looking for keywords that you shouldn't be bidding on. The slick new Bing Ads web interface makes this easier than ever.  Need help?  Here is a quick how to edit negative keywords guide.

Focus on Quality Scores

If you aren't paying attention to your quality scores you should.  Business that aren't paying attention to their quality scores are paying more for clicks than they should.  Other things that have helped clients move inventory to Bing Ads is their Quality Impact.  Quality Impact will tell advertisers how many new impressions you can gain by improving your quality score on each keyword.  This has helped me countless times prove to clients that we need to work on putting keywords on landing pages, improve site speed.  Not to mention the daily/weekly/monthly changing of ads to improve CTR.

Use Local Extensions

imageEverything is turning local.  Start using location extensions to leverage and drive all the local traffic to your business. In April 2011 Forrester Research report found that 70% of consumers research products online and then purchase offline.  You want to be there when this happens.  It's pretty simple to setup, just enter your business address, campaign information and you're ready to go.  You can read a full post on how to set this up here.

Using Location Extensions helps ads attain click-through rates 8 to 16 percent higher than campaigns without Location Extensions.  Don't miss out on this.


If you haven't made the leap into the online paid search world, now is your time.  Learn from the tips above and apply them to your business.  I hope these pieces of advice will help you grow your business to greater heights this year.  Here's to an amazing 2013!



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