A Complete Guide on Bing Ads for B2B Marketers

June 19, 2024
A Complete Guide on Bing Ads for B2B Marketers


Key Takeaways

With Google still commanding 83.49% of the global search market in 2024, businesses increasingly compete for Google Ads. This competition presents a unique opportunity to explore Bing Ads, where the crowd is less. The lower competition on Bing can result in better ad placements and reduced costs for highly competitive keywords.

Despite these benefits, many companies still don’t understand how to leverage the platform effectively. So, this article will provide an in-depth overview of Bing Ads for B2B marketers, guiding you on how to use it to enhance your B2B marketing strategy.

Understanding Bing Ads

Bing Ads, now known as Microsoft Advertising, is a pay-per-click (PPC) platform that enables businesses to place their advertisements on Bing search results and a network of partner websites.

The process is similar to Google Ads, allowing advertisers to bid on keywords and pay for each clicks their ad receives. The cost-per-click (CPC) is determined by factors such as keyword competitiveness, ad quality, and bidding strategy. While Google Ads primarily focuses on Google's search engine and its associated properties, Microsoft Advertising extends its reach to Microsoft search network and other partner sites like AOL, Yahoo, DuckDuckGo, and various syndicated search partners. 

This broader network allows advertisers to tap into additional audiences and maximize their advertising potential.

Why Should B2B Companies Consider Bing Ads

Microsoft Advertising being the closest alternative to Google Ads is just one reason to consider it. Here are others:

1. Cost Effective

Wordstream reported that Microsoft Advertising is 33.5% cheaper on average than Google ads. This cost difference can be attributed to the lower competition on Microsoft’s search engine. As a result, B2B companies can stretch their marketing budget further to reach a wider audience without increasing their spending. And this could yield a greater Return on Ad Spend (ROAS) for them.

2. Reach a Unique Audience

Targeting is a critical factor in the effectiveness of B2B PPC ads. Placing your ads on a platform frequently visited by your target customers is essential for maximizing impact. 

A typical Bing user tends to be older and more educated, making Bing a promising platform for B2B advertising. Bing's seamless integration with LinkedIn enhances the ability of B2B marketers to target specific audiences based on professional attributes such as job title, industry, and company size, thereby simplifying LinkedIn lead generation for B2B purposes. 

3. Broad reach and market presence

Despite not being as dominant as Google Ads, Bing still holds a substantial portion of the search engine market. According to a recent statistics report, Microsoft Bing accounts for about 10.5% of desktop search engine market share, which translates to millions of daily searches. This makes Bing a valuable platform for B2B businesses looking to expand their reach.

Microsoft Advertising also extends its reach by incorporating search results from Yahoo, Microsoft search network, and other Microsoft partners, offering B2B companies more alternatives to reach their target markets.

How to Create an Effective Bing Ads Campaign

Just like Google Ads, Microsoft Advertising campaign must undergo several steps and a series of optimizations to be truly effective. Here are the essential steps to follow:

Step 1—Be clear with your objectives

Before setting up your Microsoft Advertising, you must know your objectives. Are you aiming for more brand awareness, increased website visitors, or generating more leads? Your goal will determine the type of campaign you choose.

For instance, if your goal as a B2B business is to generate high-quality leads, you might opt for a Microsoft Search Ads campaign which has three components;

  • Title
  • Text
  • Redirect link

This type of campaign targets users actively searching for products or services related to your business. So your chance of capturing high-quality leads with it is high.

On the other hand, if your goal is to boost brand awareness, Microsoft Audience Ads might be more suitable. This campaign includes four components:

  • Image
  • Title
  • Text
  • Redirect link

Ultimately, the campaign you choose should align with your specific goals to ensure the best results.

Step 2—Conduct keyword research

Keywords determine when and where your ads appear. So you need them for the success of your Paid advertising campaigns.

The general rule for choosing keywords when running PPC search ads is to select those that are highly relevant to your business, have a good search volume, and face low competition. 

This balance ensures that your ads are visible to the right audience while keeping costs manageable. You can achieve this by using Bing’s Keyword Planner tool. Here are the steps:

  1. Sign in to your Microsoft Advertising account and navigate to the Keyword Planner tool under the “Tools” menu.
  2. Enter a few seed keywords that are closely related to your products or services. These initial keywords will help the tool generate a broader list of potential keywords.
  3. Review the list of suggested keywords provided by the tool. Pay attention to the search volume, competition level, and estimated cost-per-click (CPC) for each keyword.
  4. Filter out keywords that have low relevance or extremely high competition. Focus on keywords that strike a balance between search volume and competition.
  5. Organize your selected keywords into groups based on themes or specific ad groups. This helps in creating targeted ads that match user intent more closely.
  6. Identify and add negative keywords to your list. These are terms for which you don’t want your ads to appear, helping to further refine your targeting and avoid irrelevant traffic.

The list of keywords you got here will be used during the ad campaign setup.

Step 3—Create a campaign

At this stage, you have a clear understanding of your objectives and the type of Microsoft Advertising campaign that aligns with them. Now, let's move on to the steps for creating the campaign.

  1. Sign in to your Microsoft Advertising account. If you don’t have one, create one on the same page.
  2. Navigate to the Campaigns tab and click on "Create Campaign."
  3. Select the goal that matches your objective, such as "Visits to my website," or "Conversions in my website,"
  1. Define your campaign's name, budget, and location targeting. Specify the language and network options (Bing, AOL, and Yahoo search partners) to refine your audience reach.

Step 4—Create your Ad Groups

After creating your campaign, you can then proceed to set up an ad group. The purpose of the ad group is to organize your ads by themes or specific targeting criteria. Here are the steps to creating an ad group:

  1. In your newly created campaign, click on "Create Ad Group.
  2. Provide a clear, descriptive name for your ad group to keep your campaign organized.
  3. Define the ad group's budget (if different from the campaign level), targeting options, and bidding strategy.
  4. Choose your already researched keywords keywords. 
  5. Click “save and go”

Step 5—Create your Bing Ads

In this step, you need to define the URL, titles, and descriptions you want to appear in your ad. These elements are needed to attract attention and encourage clicks. You may also add ad extensions to make your ad more engaging and informative. 

These extensions can include call buttons, location information, additional links, or special offers, providing more value to potential customers and improving your ad’s performance.

Once you’ve filled in these details, click ‘Save and go to the next step’ to proceed. This will save your ad settings and move you forward in the campaign creation process.

Step 6—Set your Budget and Bids

This step covers the financial aspects of your campaign setup. Here, you can set your campaign budget, choose a bid strategy, and adjust these settings for each Ad Group you have selected. This is the final step before hitting the publish button for your ad.

However, don't forget to configure the ad distribution settings to focus your campaign on the Bing and Syndicated Search Partner Network. You can find this option in the ‘Settings’ section of the ‘Ad Groups’ tab.

Key Metrics to Measure for Microsoft Advertising

1. Click-Through Rate (CTR)

This is the ratio of users who click on your ad to the number of total users who view the ad (impressions). It indicates the relevance and appeal of your ad to the audience. Higher CTR suggests that your ad resonates well with viewers.

2. Cost Per Click (CPC)

This is the average amount you pay for each click on your ad. It helps in the budgeting of your campaigns. Lower CPC means you’re getting more clicks for less money.

3. Cost Per Acquisition (CPA)

This is the average cost of acquiring a customer or lead. It is essential for evaluating the overall cost-effectiveness of your campaigns. With it, you’re able to compare the cost of acquiring customers through Microsoft Advertising versus other channels.

4. Return on Ad Spend (ROAS)

This is the revenue generated from your ad campaign divided by the amount spent on the campaign. It is a key profitability metric that shows how much revenue you earn for each dollar spent on online advertising. You know you’re making a profit when the ROAS is high.

5. Bounce Rate

This is the percentage of visitors who click on your ad but leave your website without interacting further. High bounce rates may indicate that your landing page is engaging enough for users who clicked on your ad.

Best Practices & Tips for B2B Bing Ads

Here are some tips to ensure an effective Microsoft Advertising for B2B business campaign. Marketers familiar with Google Ads should easily relate to these;

1. Ad Copy Optimization

Write compelling headlines that include your main keywords and clearly communicate your value proposition. Use strong, direct calls-to-action (CTAs) like “Buy Now” or “Sign Up Today.” Utilize ad extensions such as sitelinks, callouts, and structured snippets to provide additional information and increase visibility.

2. Keyword Selection

Use Bing’s Keyword Planner to find relevant keywords with good search volume and low competition. This won’t only help you target a more interested audience but also reduce your ad spend by focusing on cost-effective keywords. Also, regularly add negative keywords to prevent your ads from appearing in irrelevant searches, ensuring your budget is spent more efficiently on qualified leads.

3. Landing Page Optimization

Ensure your landing page is highly relevant to your ad copy and keywords to improve Quality Score and conversion rates. Optimize for fast load times to reduce bounce rates, and make sure there’s a clear, prominent CTA to guide your visitors toward the desired action.

4. Performance Monitoring and Analysis

Use Microsoft Advertising reporting tools to track key metrics like CTR, CPC, conversion rates, and ROAS. Continuously conduct A/B testing on different ad copies, headlines, and landing pages to identify what works best. This also applies to other forms of B2B performance marketing.

5. Budget and Bidding Strategy

Take advantage of Bing’s automated bidding strategies, such as Enhanced CPC or Target CPA, to optimize bids in real time. Allocate your budget based on the performance of different campaigns. You can do this by focusing more on high-performing keywords and ads. You also regularly adjust bids based on performance data for different locations, times, and devices.


How does Microsoft Advertising differ from Google Ads?

While both Google Ads and Microsoft Advertising offer similar Paid Ads services, Microsoft Advertising typically has less competition and lower CPCs. Microsoft Advertising also allows marketers to target LinkedIn profiles, which can be advantageous for B2B campaigns.

Are there any tools or resources available to help with Microsoft Advertising management?

Yes, Microsoft Advertising offers various tools and resources, including the Microsoft Advertising Editor for offline campaign management, keyword planning tools, and access to a support team for assistance. Third-party tools like SEMrush and SpyFu can also help with competitive analysis and keyword research.

Can Microsoft Advertising be Outsourced to a B2B Agency?

Outsourcing your Microsoft Advertising to a specialized B2B PPC agency can be highly beneficial. Managing Microsoft Advertising campaigns effectively requires expertise in PPC strategies, keyword research, and continuous optimization—skills that a dedicated agency like TripleDart excels in.

What Are the Factors to Consider When Choosing a B2B Agency for Microsoft Advertising?

You should consider their B2B experience, Microsoft Advertising expertise (including case studies), communication style, and pricing structure when choosing a B2B PPC marketing agency.

Ready to Boost Your Bing Ads Performance?

If you're looking to maximize your B2B search engine marketing efforts through Microsoft Advertising, consider partnering with TripleDart. Our expertise, personalized approach, and commitment to your success make us the ideal choice for managing your Microsoft Advertising campaigns. Contact us today to learn more about how we can help you achieve your marketing goals.

Head of Paid Marketing at TripleDart

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