Quick Answer: Bing Display Ads offer targeted visual adverts across Microsoft’s network. They’re cost-effective, with unique features like LinkedIn targeting. Ideal for brand awareness and reaching a mature audience, they complement other digital marketing strategies. Lower competition means better ad positions and potentially higher ROI.
Key Takeaways:
• Bing Display Ads offer cheaper cost-per-click than Google, stretching your budget further
• LinkedIn profile targeting on Bing is a game-changer for B2B marketing campaigns
• Bing users tend to be older with higher incomes, making them valuable for certain industries
Understanding Bing Display Ads
What are Bing Display Ads?
Bing Display Ads are a powerful tool in the digital marketer’s toolkit. These ads go beyond traditional search results, appearing across various websites and apps within the Microsoft Advertising network. Unlike search ads that target specific keywords, display ads focus on reaching audiences based on their interests, behaviours, and demographics. They’re particularly useful for businesses looking to boost brand awareness and engage potential customers at different stages of their buying journey.
The Evolution from Bing Ads to Microsoft Advertising
In 2019, Bing Ads underwent a significant transformation, rebranding as Microsoft Advertising. This change wasn’t just about a new name; it marked a shift towards a more comprehensive advertising platform. The move aimed to leverage Microsoft’s wide-ranging technologies and data insights, offering advertisers more powerful targeting options and broader reach. This evolution brought new features like LinkedIn profile targeting, making it easier for businesses to reach their ideal audience.
How Bing Display Ads Work
Bing Display Ads operate on an auction-based system, similar to other online advertising platforms. When an ad space becomes available, Microsoft’s algorithms quickly assess which ads are most relevant to the user based on factors like browsing history, search behaviour, and demographic information. The system then selects the most appropriate ad to display. What sets Bing apart is its unique blend of data from Bing searches, Microsoft properties, and partner sites, allowing for highly targeted ad placements.
Types of Bing Display Ad Formats
Microsoft Advertising offers several display ad formats to suit different marketing goals:
- Image ads: Static visuals that catch the eye
- Responsive ads: Automatically adjust to fit various ad spaces
- Rich media ads: Interactive elements that engage users
Each format has its own specifications, but generally, keeping file sizes small and messages clear works best across all types.
Where Bing Display Ads Appear
Bing Display Ads can pop up in a variety of places. You’ll find them on Bing search results pages, but that’s just the beginning. They also appear on popular UK websites, apps, and other Microsoft properties like MSN and Outlook.com. This wide-ranging presence helps advertisers reach their audience across different online touchpoints.
The Microsoft Audience Network Explained
The Microsoft Audience Network is the backbone of Bing’s display advertising capabilities. It’s a vast collection of premium sites and apps where your ads can appear. This network taps into Microsoft’s deep well of user data, including search and web activity, LinkedIn professional data, and more. For UK advertisers, this means access to a broad, engaged audience across trusted local and global platforms.
Setting Up and Optimising Bing Display Ad Campaigns
Creating a Microsoft Advertising Account
Getting started with Bing Display Ads is a breeze. To create your Microsoft Advertising account, head over to the official website and click “Sign up now”. You’ll need to provide some basic info about your business and billing details. For UK advertisers, make sure to select the correct currency and time zone. Keep an eye out for special offers – Microsoft often runs promotions for new accounts, giving you extra credit to kickstart your campaigns.
Navigating the Microsoft Ads Platform
Once you’re in, you’ll find the Microsoft Ads platform user-friendly. The dashboard gives you a quick overview of your campaigns, while the menu on the left lets you dive deeper into specific areas. Don’t miss the “Recommendations” tab – it’s full of tailored tips to improve your ads.
Designing Effective Bing Display Ads
Creating eye-catching ads is crucial. Use high-quality images that align with your brand. Keep your message clear and concise – remember, you’re competing for attention. A strong call-to-action (CTA) can make all the difference. Try phrases like “Shop Now” or “Learn More” to encourage clicks. UK advertisers should be mindful of ASA guidelines to ensure compliance.
Targeting Options for Bing Display Ads
Bing offers a range of targeting options to help you reach the right audience:
- Location targeting: Perfect for local businesses or national campaigns
- Age and gender: Tailor your ads to specific demographics
- Interests and behaviour: Reach people based on their online activities
Don’t forget about LinkedIn Profile Targeting – a unique feature that lets you target by job function or industry, ideal for B2B campaigns.
Setting Budgets and Bids
Start with a comfortable budget and adjust as you learn what works. Bing’s automated bidding options can help optimise your spend. For manual bidding, research average CPCs in your industry to set competitive bids. In the UK, CPCs on Bing are often lower than on Google, giving you more bang for your buck.
Optimising Landing Pages for Bing Display Ads
Your landing page is just as important as your ad. Ensure it loads quickly and looks great on mobile devices. The content should match your ad’s promise – if you’re advertising a sale, the landing page should showcase those discounts front and centre. A smooth user experience can significantly boost your Quality Score, potentially lowering your costs and improving ad placement.
A/B Testing Strategies for Bing Display Ads
Always be testing! Create two versions of your ad with one key difference – maybe the image, headline, or CTA. Run them simultaneously and see which performs better. One UK retailer found that changing their CTA from “Buy Now” to “Discover More” increased click-through rates by 15%. Small changes can lead to big results.
Utilising Smart Mode vs. Expert Mode
New to Bing Ads? Start with Smart Mode. It simplifies campaign management with automated bidding and targeting. As you gain confidence, switch to Expert Mode for more control over your campaigns. This mode lets you fine-tune every aspect of your ads for maximum performance.
Importing Google Ads Campaigns to Bing
Already running Google Ads? You can import these campaigns directly into Bing. It’s a great way to expand your reach without starting from scratch. Just remember to review and adjust your imported campaigns – what works on Google might need tweaking for Bing’s audience. Pay special attention to budgets and bids, as the competition landscape might differ.
Advanced Strategies for Bing Display Advertising
Leveraging LinkedIn Profile Targeting
Bing’s unique partnership with LinkedIn opens up a world of targeting possibilities. You can now reach people based on their job title, company, industry, and more. This is a game-changer for B2B campaigns. For example, a UK software company targeting finance professionals saw a 30% increase in click-through rates using LinkedIn profile targeting.
To use this feature, simply select “LinkedIn Profile Targeting” when setting up your campaign. Choose from a range of professional attributes to zero in on your ideal audience.
Implementing Remarketing Campaigns
Remarketing is a powerful way to re-engage people who’ve shown interest in your brand. With Bing, you can create custom audiences based on website visitors, app users, or customer lists.
To set up a remarketing campaign:
- Add the Bing UET tag to your website
- Create a remarketing list in the “Shared Library”
- Apply this list to your ad group targeting
UK advertisers have seen conversion rates double with well-executed remarketing campaigns.
Utilising In-market Audiences
In-market audiences are groups of people actively researching products or services in specific categories. Bing offers over 700 in-market audience segments, from “Home & Garden” to “Financial Services”.
To use in-market audiences:
- Go to the “Audiences” tab
- Select “In-market Audiences”
- Choose relevant categories for your business
A UK travel agency saw a 25% increase in bookings after targeting the “Travel > Hotels & Accommodations” in-market audience.
Exploring Dynamic Remarketing Options
Dynamic remarketing takes personalisation to the next level. It shows people ads featuring products they’ve viewed on your site. This is especially effective for e-commerce businesses.
To set up dynamic remarketing:
- Upload your product feed to Bing Merchant Center
- Create a dynamic remarketing campaign
- Link your product feed to your ads
A UK online retailer saw a 40% increase in ROI after implementing dynamic remarketing.
Maximising ROI with Automated Bidding Strategies
Bing’s automated bidding strategies use machine learning to optimise your bids in real-time. Options include:
- Target CPA: Aims for a specific cost per acquisition
- Maximise Conversions: Gets the most conversions within your budget
- Enhanced CPC: Adjusts your manual bids to improve conversion chances
A UK service provider saw a 20% reduction in CPA after switching to Target CPA bidding.
Remember, these advanced strategies work best when combined with solid basics. Keep testing and refining your approach to find what works best for your Bing Display Ad campaigns.
Measuring and Analysing Bing Display Ad Performance
Key Performance Indicators for Bing Display Ads
When running Bing Display Ads, it’s crucial to keep an eye on the right metrics. The most important KPIs include:
- Click-through rate (CTR)
- Conversion rate
- Cost per click (CPC)
- Cost per acquisition (CPA)
For UK advertisers, a good CTR for display ads typically ranges from 0.4% to 0.8%. Set your goals based on your industry and campaign objectives. Remember, these numbers are just a starting point – your mileage may vary!
Using Microsoft Advertising Analytics Tools
Microsoft Advertising offers a variety of tools to help you make sense of your data. The Performance tab is your go-to for quick insights. Here, you can see how your ads are doing at a glance.
For more detailed analysis, check out the Reports section. You can create custom reports tailored to your needs. Want to see how your ads perform by time of day? There’s a report for that!
Understanding Quality Score in Bing Display Ads
Quality Score is like a report card for your ads. It tells you how relevant and useful your ads are to your audience. A higher Quality Score can lead to better ad positions and lower costs.
Bing calculates Quality Score based on:
- Click-through rate
- Ad relevance
- Landing page experience
To boost your score, focus on creating ads that truly speak to your audience’s needs. Make sure your landing pages deliver on your ad’s promise, too.
Tracking Conversions and ROI
Setting up conversion tracking is a must for measuring your ROI. Here’s how:
- Go to the Conversion Tracking section in Microsoft Advertising
- Click Create conversion goal
- Choose your goal type (e.g., purchases, sign-ups)
- Add the tracking code to your website
Once set up, you can see your ROI in the Conversions report. Aim for an ROI of at least 200% – that means you’re making £2 for every £1 spent.
Analysing View-Through Conversions
View-through conversions happen when someone sees your ad, doesn’t click, but later converts on your site. They’re particularly important for brand awareness campaigns.
To track view-through conversions:
- Enable view-through conversion tracking in your account settings
- Set a view-through conversion window (usually 1-30 days)
In the UK, view-through conversions typically account for 10-20% of total conversions for display campaigns. Don’t ignore this valuable metric!
Bing Display Ads vs. Other Digital Advertising Platforms
Comparing Bing Display Ads to Google Display Network
When it comes to display advertising, Google’s network is the big cheese. But don’t count Bing out just yet! While Google boasts a larger reach, Bing offers some unique advantages.
In the UK, Google holds about 86% of the search market share, compared to Bing’s 11%. However, Bing users tend to be older and have higher incomes, making them a valuable audience for certain industries.
Bing’s average click-through rate (CTR) is 1.7%, slightly higher than Google’s 1.5%. This means your ads might perform better on Bing, even with a smaller audience.
Bing Display Ads vs. Social Media Advertising
Social media platforms like Facebook and Instagram are popular choices for display ads. They offer detailed targeting options based on user interests and behaviours.
However, Bing has a trick up its sleeve: LinkedIn profile targeting. This feature is a game-changer for B2B advertisers, allowing you to reach decision-makers based on their job titles and company size.
In terms of user base, Facebook leads with 44.84 million UK users, while Bing reaches about 15 million. But remember, it’s not just about numbers – it’s about reaching the right audience for your business.
Cost-Effectiveness of Bing Display Ads
One of Bing’s biggest selling points is its cost-effectiveness. On average, Bing’s cost-per-click (CPC) is 33% lower than Google’s. This means your budget can stretch further, potentially leading to a better return on investment (ROI).
For example, in the UK finance sector, the average CPC on Bing is £1.20, compared to £1.80 on Google. That’s a significant saving that could make a real difference to your bottom line.
Unique Advantages of Bing Display Advertising
Bing offers some unique features that set it apart:
- Integration with Microsoft products like Outlook and Office
- Less competition, meaning potentially lower costs and higher ad positions
- A more mature audience, which can be ideal for certain products or services
A UK travel agency found that Bing users were 20% more likely to book luxury holidays compared to users from other platforms. This kind of insight can help you tailor your campaigns for better results.
Integrating Bing Display Ads into Your Overall Digital Marketing Strategy
Bing Display Ads shouldn’t be your only digital marketing tactic, but they can be a valuable part of your overall strategy. They work well alongside other efforts like search ads, social media marketing, and content marketing.
For instance, a UK retailer used Bing Display Ads to complement their Google search campaigns. They found that users who saw their display ads on Bing were 15% more likely to convert when they later saw a search ad.
Frequently Asked Questions
Question 1: How does Bing’s audience differ from other platforms?
Answer: Bing’s audience tends to be older and have higher incomes. They’re also more likely to make big-ticket purchases, making them a top choice for certain industries.
Question 2: Can I use video ads on Bing’s display network?
Answer: Bing currently doesn’t offer video ads in its display network. However, they do support rich media ads which can include interactive elements.
Question 3: How often should I update my Bing display ad creatives?
Answer: It’s best to refresh your ad creatives every 4-6 weeks. This helps prevent ad fatigue and keeps your campaign performance up to snuff.
Question 4: Does Bing offer any unique targeting options for local businesses?
Answer: Yes, Bing provides postcode targeting for local businesses. This allows you to zero in on specific neighbourhoods or areas within a city.
Question 5: Can I schedule my Bing display ads to run at specific times?
Answer: Absolutely! Bing offers ad scheduling, letting you run your ads during peak hours. This feature is brilliant for maximising your budget efficiency.
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