Bing ads

Quick tutorial
for a Bing Ads
campaign launch

Use these essential tips to successfully
launch your ads and get more customers

Use your ads from Google

If you already have a Google AdWords campaign, you can import it by following these easy steps:

  1. Open the Import from Google AdWords page under the Import Campaigns link at the top of the menu bar in Bing Ads.
  2. Import your Google AdWords campaign

  3. Click Sign in to Google and then enter your username and password.*
  4. Select the AdWords campaigns you want to import, then click Continue.
  5. Under Choose Bing Ads Account & Import Options, do the following:
    • Choose the Bing Ads account you want to import to.
    • Choose the appropriate time zone.
    • Choose the appropriate options for What to import.
    • Choose the options you want for Bids and budgets.
  6. Click Import.

No search ad experience is the same, so be sure to manage and optimise your Google AdWords campaigns for Bing Ads.

*Bing Ads does not save your Google AdWords sign-in information or use that information for any purpose other than the import process.


Bring your campaign to life

Sign in to your account in another tab and follow the instructions to set up your Bing Ads
account. Already have Google Ads? Find out how to import your Google AdWords.

Click create campaign

After you sign in to your account, choose "Create a Campaign." You'll see two immediate choices:

  1. Search & content campaign, which displays regular search ads.*
  2. Product ad campaign, which displays product images with search ads.*

Select your preferred campaign, and get started.

*Not available in all markets.

Enter campaign settings
Enter campaign settings
  • Enter campaign name

    Recommended titles include your company name or categories that will help you organise better.

  • Enter time zone

    Choose the time zone your business is located in. If you wish to include a different time zone, create another campaign with that setting.

  • Enter budget

    Your budget is entirely up to you and can be adjusted at any time. Be sure to give yourself enough allowance to test performance strategies.

    Get more budget details.

  • Select language

    Present your ads in the language your customers speak. If it is not English, make sure to change the default setting of English to the correct language.

  • Select locations

    Specify where you want your ads to show as well as where you don't want them to show.

    See how to use advanced locations.

Writing effective ads
You’ll see a live preview of how your ad text looks as you type it into the dialogue box.
  • Select your ad type

    Choose “Text ads” to display ads to searchers on computers, tablets and smartphones, or select “WAP mobile ads” to display ads only to searchers using mobile phones that don't have full web browsers.

  • Enter your ad title

    Think of it as your ad’s headline. It can be direct, contain keywords or include a call to action (25 characters or less).

  • Enter your ad text

    Expand on your products or services and let customers know what makes your business unique (71 characters or less).

    Get tips for writing ads.

  • Enter display URL and destination URL

    The display URL is the website address users see in your ad. It can be a shortened, easier-to-read version of the destination URL.

    The destination URL is the exact website address that your customers will land on after clicking your ad.

Choose your keywords

Select keywords or search terms related to your business. When potential customers search using the terms you've chosen, your ad may show up depending on your bid.

Learn more about keywords and bid tools.

Set keyword bids

Think of it as an auction. Your keyword bid is the maximum price you are willing to pay each time your ad is clicked, but the actual cost may be much lower. If your bid is not higher than the competition, your ad might not get displayed in the top ranking search results.

Verify activation

Once you've saved your keywords and keyword bids, select a method of payment to activate your campaign if you haven't already. Choose the payment method that fits, like credit card or PayPal.

  • Keywords
  • Bids

Learn how to choose your keywords, and see how to set your bids.


Manage your campaign

Take a look at some smart ideas that can help you effectively manage your ads.
Sign in to your account and follow along to put these tips to use.
Negative keywords 

Negative keywords

Use negative keywords or negative keyword phrases to prevent your ad from showing when a search contains your keywords, but is irrelevant to your website content.

See how negative keywords help and how to add them.

  Dynamic keywords 

Dynamic keywords

Use dynamic keyword insertion so that when a customer searches for a term, Bing Ads inserts that term into your ad’s title, text or destination URL, making your ad more relevant to that searcher. Relevant, targeted ads can help increase the click-through rate (CTR) and the conversion rate.

See an example.

Refine keywords 

Refine keywords

Make sure to avoid duplicate entries, use more specific terms and variations like “dark roasted coffee” and “light roasted coffee,” and take advantage of tools to help build your keyword list like Bing
Ads Intelligence.

Get Bing Ads Intelligence.

  Keyword and bid research tools 

Keyword and bid research tools

There are some great tools available to help you find the most relevant keywords for your audience and select an appropriate bid to get your ads seen. The data provided is based on historical performance from Bing Ads.

Get tools.

Ad extensions

Encourage customers to call you, visit your website
or come to your store by adding ad extensions that
can support your business needs. See what each
extension adds to your ad below, and learn how
to enable Location, Call and Sitelink extensions.

Adds address

Adds phone number

Sitelink Location Call

Create ad groups

Separate ad groups within a campaign to help easily structure and manage your ads. For example, a coffee house might have one ad group for espresso ads and a different ad group for muffins. Follow these steps to set up new ad groups:

  1. Sign in to Bing Ads.
  2. Click the Campaigns page, then the Ad Groups tab.
  3. Click Create ad group.
  4. Select the Campaign name, then enter the names of your ad groups as simple categories.
  5. Answer a few questions about how you want to present your ads (e.g. Language, Locations, etc.).
  6. You can create new ads and keywords for this ad group too or skip down and click Save.

See how to structure your campaign.

Create ad groups
Target your best customers

Target your best customers

Targeting settings can help you focus a campaign on your best potential customers, so you can increase the chance that those searchers see your ads.

Setting up reports

Setting up reports

Get a better understanding of how your campaign is performing by setting up reoccurring reports. Click the Reports tab and under Standard reports, select any one of 18 different “Performance” reports to get statistics on an ongoing basis.


Optimise your campaign

Ready to take your ads to the next level? Sign in to your Bing Ads account,
and apply these advanced strategies to your campaign.
Bid adjustments

Bid adjustments

By adjusting bids to certain customers, you can help improve the odds of showing your ads to that targeted audience.

If you wanted your ads to be seen by 25-34-year-olds and your bid on the keyword "coffee" is £1.00, you would add a 20 percent bid adjustment for the age group 25-34. Now when a customer of the targeted age searches for "coffee," your bid is £1.20, and your ad is more likely to display.
Here's how to enable bid adjustments.

Improving your ad position

Improving your ad position

Here are a few ideas to help you get your ads into those favorable positions:

  • Increase the relevance of your ad by making sure your ads are closely related to both your keywords and your landing page.
  • Increase the relevance of your landing page with interesting and upfront products and offers. Try to avoid gimmicks.
  • Write more effective ads by showcasing specific content and talking to your customers in
    their language.
  • Adjust your bids for keywords and targeting. The higher you bid, the more likely you'll outbid others for the same keyword and thus improve your ad's position.

Get your quality score

Your Bing Ads quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search queries. See your score on the Campaigns, Ad groups and Keywords tabs on the Campaigns page.

Quality score values

You should always try to have a quality score of 6 or better. Here's what the numbers mean:

  • The keyword is underperforming in the marketplace — perhaps it's not relevant to your ad, or the ad needs a rewrite. Its click-through rate (CTR) is lower than average compared to other similar keywords. So your ads are less likely to appear on the Bing Network when that keyword
    is matched.

  • The keyword is competitive — your ads will show when customer search queries or other input include it — but its CTR is no better than average compared to other keywords targeting the same traffic.

  • The keyword is very competitive in the marketplace, and its CTR is higher than the average CTR of keywords targeting the same traffic.

  • If there's not enough data over the last 30 days to calculate a score, you'll see a dash (-) instead of a score.