Bing ads strategy
Every digital marketing strategy begins by setting goals. Once we've discussed what you want the campaign to achieve, and the goals have been agreed, we'll then work with you to craft a strong PPC strategy specifically for the Bing search engine.
We'll conduct research into how your business is performing online, your competition, key demographics and your particular sector. This will allow us to determine the best approach to achieve the highest engagement rates.
Keywords
The foundation of your Bing ads campaign starts with relevant, attainable keywords and search terms that ensure your target audience chooses you over the competition.
By using Microsoft Bing, the costs involved in getting users to your site will be significantly lower than Google.
Copywriting for Bing ads campaigns
The quality of the message in your ads is absolutely key to their success. That's why our copywriting team will create specifically targeted, call-to-action optimised copy for your Bing ads that will maximise conversions.
Tracking and ongoing optimisation
You can't just launch Bing ads and hope they'll perform, which is why we proactively track all activity and carefully monitor results and offer complete Bing ads management.
Our Bing ads experts then use the information gathered from tracking to optimise your campaign to ensure you get the greatest ROI.
Measuring and reporting
We offer full transparency in our approach. Because our Microsoft advertising specialists are committed to delivering long-term, sustainable results for your business, we continually focus on performance and delivering ROI.
You'll receive comprehensive weekly and monthly reports so you can closely monitor progress and see detailed results of your Bing PPC campaign across the Microsoft search network.
Management should cover campaign structure, keyword research, advert copy, audience and location targeting, conversion tracking, bidding, budget control and reporting. The agency should also review search terms and landing-page performance so spend remains focused on useful traffic. At Ascensor, our Bing Ads service covers strategy, keyword targeting, copywriting, tracking, ongoing optimisation and reporting.
Advertisers set budgets and bids, while actual click costs depend on competition, keywords, targeting and advert quality. Costs can differ from Google Ads, but lower cost per click does not automatically mean better value. Lead quality and conversion value should guide budget decisions. At Ascensor, we evaluate Microsoft Advertising using lead or sales value alongside click cost, preventing cheaper traffic from being mistaken for better performance.
Microsoft Advertising supports campaign imports from Google Ads, which can speed up setup. Imported campaigns still need reviewing because targeting, budgets, tracking and platform features may behave differently. Copying a campaign without checking these settings can reduce performance. At Ascensor, we review imported campaigns, including budgets, targeting, tracking and advert settings, before they go live on Microsoft Advertising.
They can be valuable when the target audience uses Bing and the available search volume supports the campaign. Microsoft Advertising may provide incremental reach beyond Google. Suitability should be tested using relevant keywords, accurate conversion tracking and a controlled budget. At Ascensor, we can assess Microsoft search demand before recommending whether Bing should be added to the wider PPC plan.
The platforms use similar search advertising principles but reach different search networks and audience profiles. Competition, click costs, targeting options and available volume can differ. Many businesses use both platforms and allocate budget according to conversion quality and return. At Ascensor, we compare both platforms using conversion quality and return, then allocates budget according to the evidence.
Bing Ads, now called Microsoft Advertising, are paid adverts shown across Microsoft's search network. Campaigns can target keywords, locations, devices and audiences, with advertisers usually paying when someone clicks an advert. At Ascensor, we use Microsoft Advertising to extend relevant paid-search reach beyond Google where the audience and available demand justify it.
