Your starter guide to Bing ads and SEO marketing for 2021

Your starter guide to Bing ads and SEO marketing for 2021

How Bing Ads Work

At the most basic level, Bing Ads work like Google AdWords for search engine marketing. If you are familiar with the principle of PPC in general, you can probably skip over some of this article.

 Still here? Let's rapidly recap. 

Essentially, PPC ads are 'Pay Per Click' advertisements. That means you will actually be paying per click-- paying for everyone who clicks on your adverts. This is such excellent news because you will never pay anything for a project that was a complete failure. If you make a digital marketing campaign for Bing and not one person looks at it, then it will cost you actually absolutely nothing.

 What this means is that you can specifically determine the cost of each visitor to your site. This is essential since you can then use that info to calculate just how much each customer is worth and consequently start making exact forecasts about your earnings and identifying the very best ways to spend your cash.

 The next rational question is how much you're going to invest in each click. And the bright side is that you get to choose this. You get to choose your optimum investment and likewise get to pick your budget for the day.

 You specify your CPC or 'Cost Per Click,' which will be the optimum quantity of money you are willing to invest for each brand-new visitor. You'll most likely wish to keep this fairly low.

 The next thing to do is to set your daily spending plan. They will then stop, and you won't spend any more money once they built up clicks you've gotten reach this amount. In theory, if you set your CPC to 20 cents and set your daily spend to $20, it must mean you get 100 views on your website for that amount, right?

 Not exactly; things get a little more complicated because there's a bidding system that takes place.

The way this works is simple: if two or more ads are competing for the same space on Bing, they will get into a 'bidding war.'

 The ad with the greatest CPC will be the one that wins and gets showed, but the owner of that ad will only be charged the minimum amount that is needed to win. The simplest method to comprehend this is to consider it much like eBay -- on eBay, you can set your maximum quote; however, you'll only wind up paying $1 more than the next highest bidder for the article.

 The same holds with many PPC campaigns, which is why you end up spending 33.5% less on Bing vs. Google -- because the lower amount of competition indicates that your CPC won't be as likely to increase. And obviously, you also need to consider that your ads will be shown to many people who don't click.

 You do not pay anything for these ads; however, that doesn't indicate they're worthless to you due since you will still be getting direct exposure, and you will still be constructing your brand name!


 The other thing that many PPC ad networks have in common is the ability to 'target' a particular audience. This indicates that you can recognize who your 'buyer persona' is to profile your ideal client and, from there, target that person specifically with your ads.

 The way you do this with both Bing Ads and Google AdWords is by targeting search terms. You are literally putting your adverts on the SERPs relating to particular search terms when you pay for these advertisements. You do this by selecting a keyword, or 'keyphrase,' which is going to be what you want people to look for to find your site.

 For example, if you were selling a hat, your 'keyphrase' would most likely be 'purchase hat online' or 'cheap hats,' etc. This is now a targeted ad since it lets you promote specifically to individuals aiming to purchase the valuable product you have. That means they will fit within your target market, and actually, this makes them 'qualified leads.'

 This might work by going the slightly longer-term path and focusing on search terms related to interests. You might have a site where you blog about physical fitness, such as offering supplements and training clothing. In this case, your keyword might be 'how to slim down' or 'fitness posts.'

 A good keyword will be popular with your particular target audience, which is not extremely competitive. 

Facebook Ads

Rounding out the 'holy trinity' of PPC networks is Facebook Ads. Facebook Ads resembles Google AdWords or Bing Ads regarding being PPC, but the difference is in where the ads are presented and how they are targeted. As you might think, Facebook Ads are showed on Facebook and will appear in the home feed and sidebars while you are browsing.

 These then show targeted ads to Facebook users. Still, the way this differs from Bing or Google is that the ads are targeted based on details that the user has actually provided to Facebook -- information such as their age, sex, marital status, place, and even their interests pastimes.

 This lets you target the ideal individual with more exactitude but not always at the correct time. When they're trying to find items, they're more likely just to be annoyed to see adverts popping up when browsing Facebook to catch up with their pals.

 With all this in mind, Facebook Ads is another useful platform to contribute to your campaign in conjunction with Bing and Google AdWords-- simply make sure you're using the best advertisements for the right area!

Getting Started With Bing Ads

 So now you understand perfectly what Bing Ads is, why it matters, and how it works. You also know how to produce a PPC campaign, and you understand how to choose the right keywords and so on.

 And with that in mind, let's launch straight into setting up some campaigns and doing a tour around Bing's choices and tools.

Importing Google AdWords Campaigns

 If you already have a Google AdWords campaign established, then getting that campaign to work on Bing is as easy as importing it from there to your website. Doing this is easy. Initially, head over to the link that reads 'Import Campaigns.'

 Now click 'Sign in to Google' and then enter your name and password. On the next page, you'll be given a chance to pick the AdWords campaigns you wish to run. Choose it and then click 'Continue.' Now, under Bing Ads Account & Import Options, you'll just need to include a couple of more settings that are special to Bing.

     1- Choosing the Bing Ads account, you wish to import to

     2- Choosing the best time zone (bear in mind that Bing permits more versatility in this department)

     3- Choosing the appropriate alternatives under 'What to Import.'

     4- Choosing your budget and schedule

 Now just click import, and you're done!

 Remember, we said previously that the best method to deal with Bing Ads was to use them on top of a Google AdWords project. This is why it makes much sense just to import an existing AdWords project into your Bing account. It couldn't be easier!

Setting Up a New Campaign

 But if you don't have a Google AdWords project or you wish to attempt something different on Bing (this is a great place to explore various strategies!), then you'll want to click 'Campaigns' and then 'Create a Campaign.'

 Now you can pick in between 'Search & Content Campaigns,' which will display routine search ads, or 'Product Advertisement Campaigns,' which will reveal items with images in your search ads.

 You'll be asked to give your campaign a name, pick your time zone, set your budget plan (which can be daily, weekly, regular monthly, and so on), pick a location, and set a language. You can also choose whether you wish to reveal your ads in all areas or whether you wish to reveal your ads only in specific locations.

 You can likewise target individuals looking for info about your area from somewhere else. For example, that may be somebody searching for hotels or facilities in an area they intend to check out! Now you'll have to compose your ads. To do this, you select your kind of ad and, after that, give it a headline.

 Remember what we went over earlier -- this heading is not created to get the maximum variety of clicks but rather to get the ideal kind of clicks. You'll then want to compose your ad text, which will let you use a bit more detail. Below this will be your screen URL and destination URL. You might select a root domain for your display URL if your destination URL has a long permalink.

  • Headlines are 25 characters
  • Advertisement text is 71 characters

 On the next page is where you'll be offered the option to pick your keywords, set keyword bids, and then confirm 'activation' (suggesting you set the payment method and likewise click that you want the ads to go live). 

On the next page, you'll have the ability to choose your quote for each keyword. You might decide that some keywords are worth more to you than others. This is excellent news since it implies you can pay extremely little for those more unknown keywords that would only get you a few clicks; however that most likely wouldn't be really expensive due to a lack of competitors for said keywords.

Handling and Tracking Campaigns

 The great news is that you can tweak and manage your campaign after it has gone live. This means that you can see how it is carrying out and then see how they are working for you. You'll be able to find some advanced settings here, too, such as negative keywords and dynamic keywords.

 For now, however, we want to concentrate on the other essential element of running your Bing advertising campaigns online -- which is tracking the success of your adverts! In this case, that is going to mean looking at how your ads are performing for you. And there are some actually fantastic innovative functions here that really go a bit and above what you would have access to with AdWords.

Advanced Bing Ads

 There are numerous advanced functions and alternatives you can fine-tune to get the very last drop of juice out from your advertisement campaigns, and these can make a big difference to your campaigns and your profits.

Negative Keywords

 Unfavorable keywords that allow you to include keywords you wish to make will not bring up your ads in the search results. Normally, Bing and Google will reveal your advertisements based on very similar keywords. If your keyword is 'Fitness Books,' you might find your advertisement showing up on 'Free Fitness Books.'

 The only issue? Somebody looking for a free physical fitness book most likely doesn't want to pay $20 for a physical fitness book! So, in this case, it would be appropriate to make 'Free' an unfavorable keyword so that individuals looking for totally free things are excluded from your project.

Dynamic Keywords

Dynamic keyword insertion allows you to immediately insert your keywords into your ad's title or text. This indicates that, for instance, you could make it so that people discover whatever item they browsed for 'for sale.' If they browse 'Hats,' then you may show them 'Buy Hats Online.'

Advertisement Extensions

Another cool feature of Bing is the capability to include 'Ad Extensions.' This will enable you to advertise things like links to your website, areas on a map, or a "Call to action button." An ad extension implies, for instance, that you could get your customers to find you right from the Bing search results on their mobile. The site link is used to connect people into deeper pages of your website-- such as particular product listings in your store, for example.

Target Customers

Targeting allows you to do a lot. More particularly, target the type of individual you wish to target in your ads. By clicking 'Advanced Targeting Options', you'll be allowed to choose your audiences by their genders and ages (based upon their Microsoft accounts), by the device they're on (if you're offering an app, you may want to target mobile phones) and my schedule.

 It means you can avoid losing money, showing ads at 3 am in your regional area. This also implies you can be sneakier and, for example, program advertisements only later at night. As it gets later and we become more tired, we become more impulsive and are most likely to click 'purchase' on an advert!

Setting Up Goals

For example, you can use Bing Ads to set up goals and see how customers are interacting with those goals. You might remember that we talked about objectives earlier in the context of Google Analytics. We likewise discussed how you might use these to identify the finest keywords for your advertisement projects.

 Well, as soon as you have your advertising campaign established, you can really incorporate your ads directly with your objectives. This is a more valuable metric than simply your typical CTR (click-through rates), although that is still a useful step. To establish goals, go to your projects and then click 'Shared Library.' Click 'Goals' from the left-hand menu and 'Create Goal.'

 You'll be offered some simple on-screen directions to follow, and you can then assign a 'tag name' and 'tag description' for the goal you wish to track. Merely click to conserve your goal, and you will then be provided your 'Bing Ads Tag,' which you'll need to put on your target page. This will likely indicate putting the goal on your checkout page, on a 'thank you page,' or perhaps on a page, you want people to see.

 You can do this by clicking 'View Tag Script,' copying and pasting the script, and then pasting it somewhere on the suitable page. As soon as you've done this, you'll then be able to see how your ads are performing to help you reach your goals -- i.e., sales.

 This, in turn, will let you see which ads you ought to be spending more or less on and whether or not you're really getting ROI from them. This will eventually allow you to determine a specific CPA or 'Cost Per Action,' which suggests you are learning more specifically just how much it costs you to make sales or get customers.

More Tracking and Metrics

You'll also be able to do a lot more tracking for your ads, and browsing the dashboard will help you find all sorts of helpful choices. You'll be able to discover the 'Quality Score' for your advertisements by looking on the campaigns page. This gives you a rating from 0-10 that will tell you how your ad is performing. You'll find out how high your CTR is compared with other CTRs for similar projects targeting the same traffic.

 Anything above 7 is thought of as 'highly competitive.' 6 is competitive, and anything below is under "carrying out." 

A blank dash where your rating must be indicates that Bing doesn't yet have enough detail. Based on your ads' success, you can then head over to 'Bid Adjustments' and fine-tune your advertisements so that you are paying basically per click.

Why SEO for Bing?

 Now you understand how to run a Bing advertising campaign and know why you must be running a Bing ad campaign.

 However, this doesn't imply you're done with Bing. Not by a long shot-- since you can still get more out of it by thinking about SEO. SEO for Bing has all the same benefits over SEO for Google that Bing Ads does over AdWords.

 That suggests:

  • Fewer competitors
  • Slightly various market
  • 20-30% of the market share

 Many of those people will know all of this and still refrain from doing anything about it, which might leave you asking: why not?

 Well, there is one more thing to think about here, and that's just how different Google and Bing actually are. Since the presumption is that you can most likely focus on SEO for Google and then rest guaranteed that you'll gain more exposure on Bing too, you can put your time and effort into the biggest search engine and understand that it's most likely assisting out on Bing too.

 As Google still has a bigger market share, it simply doesn't make good sense to turn it on its head. Does that argument hold water? How different are Google and Bing anyhow? Well, it's definitely true that many of your SEO practices are going to remain the very same on Google and Bing.

 Both Google and Bing have the same objective. That end objective is to provide their users with carefully made, high-quality material. Therefore they will use similar means to achieve these ends. Both search for sites with lots of backlinks, both as a way to find them and as a method to learn what they're about and whether they're held in high regard.

 Likewise, both will evaluate the text on a website and try to find making use of keywords. Hence, writing content and structure links are activities that you must be doing no matter which online search engine you use for your websites.

 But there are certainly some differences too.

 Here are the important things: you don't need to 'focus' on Bing at all. Nobody is asking you to ditch your efforts on Google; that wouldn't be a clever organizational move. But if you understand how Bing works, then you can do a little of both. You can add a few techniques that you know will help your Bing rankings, or you can sometimes write a post for Bing. These are simply things that you should understand.

 So let's ensure you understand it ...

An Introduction to SEO

 Before we look at SEO for Bing specifically, it makes good sense to take a look at SEO. Just what is SEO? How does it work, and what does it involve from a marketing point of view? Essentially, SEO indicates that you're building your site up to appear on the search results page (the aforementioned SERPs). This is what we call an 'natural result'-- it gets the same overall effect as targeting a specific keyword with a Bing Ad, except you aren't paying for it.

 Of course, this also makes it less curtained as it may not work-- SEO is a long process based on a reasonable bit of luck! Basically, SEO is performed by including great deals of fantastic content to your website so that Google and Bing can recognize your site's subject and know which browser to show your links to.

 This content needs to be well made to look of much better 'quality' than the material from other sites. At the same time, it should use discreetly placed keywords throughout the text, the headers, and the HTML tags so that the search engines can index it for the keyword you're targeting. Do not exaggerate this, though, or you'll get punished.

 On the other hand, you ought to also think about using subtlety. 

The other main component for an effective project is your backlinks profile. This refers to all the links all around the web that are pointing at your website. These are excellent for you because Google and Bing consider them references-- if a huge site wants to connect to you, then it suggests that you should be a serious website in your own right.

 This is another reason it's crucial to write high-quality content, and it's the reason why you need to consider the quality of your links as much as the quantity. Simultaneously, having inbound links is very important because it helps Google and Bing find you in the first location. 

Both search engines use 'robotics' (little scripts) that search the web by following links. When you're indexed, you'll be examined frequently. Till then, however, you're relying on links!

Why Bing Ads and SEO Are a Match Made in Heaven

 Combining PPC with SEO is a match made in heaven for several reasons. 

For starters, getting more traffic for your site is constantly going to increase your exposure in the SERPs organically since it will mean more people see your site and hopefully share it with others -- therefore linking to you. This then enhances your natural backlinks profile and helps you climb up the ranks. 

At the same time, utilizing PPC enables you to 'check out' a particular keyword and see how it is likely to work for you and generate more customers (or not). This can then show you which keywords deserve putting in the articles to rank naturally.

 Similarly, this also works in reverse as we went over earlier -- you can see how your natural results are working for you and which ones assist you in getting actual consumers. From there, you can see which keywords are worth spending money on! You can also use both PPC and SEO to cover a broader range of keywords, consequently bringing more people to your site!

1- Bing Likes to Take Things Literally

 Bing is a bit like that somewhat slow buddy you had in school who didn't really get jokes. Or, to put it another way: as an AI, Bing is most likely somewhere on the spectrum. Yes, taking things too literally is one of the most typical criticisms leveled at Bing, and that's because it tends to try to find precise matches in the material.

 If you look for 'I like to consume steak,' then Bing will look for sites that have that expression or something similar somewhere in their text:

On the other hand, Google just tries to find material about steak and about people who like to eat steak:

 In this method, Google shows a bit more understanding and can check out between the lines. Not that this is always a good thing. Sometimes Google's 2nd guessing can actually be a bit annoying and can bring up results that aren't directly related to what you're looking for. For example, if you ask a question, then Bing will be most likely to select a page where another person has actually asked that very same question. And this can be very helpful!

 What it suggests to you is that it's still worth using some keywords. Whereas Google is much more about 'latent semantic indexing' and composing 'around the subject,' maybe using some long-tail keywords -- Bing will still reward you for using the standard keywords you're attempting to rank for. Try and do a little of both.

 You'll wish to use a slightly lower link density than you are used to if you wish to avoid being penalized for spamming by Google, but you must still make use of some keywords in there for Bing!

    2- User Engagement Matters

Something that Google and Bing can settle on is that user engagement matters. Besides Bing, it is even more specific about this, if anything, and has actually even created an expression to describe the activity they wish to prevent: pogo-sticking.

 There will be none of this, thank you very much!

 Pogo sticking is when a site leaps from one outcome, clicks back and after that clicks another. This is what they want to prevent, so if you want Bing to like you, you need to avoid making your visitors click back. This implies you need to grab attention early on, and it implies that you are required to think about your page speed, design, etc.…

     3- And So Do Click-Through Rates 

 Another similar element that Bing also takes seriously is CTR -- Click Through Rate. Simply put, the number of people click your link. So if they keep seeing your website in their SERPs, but nobody ever clicks on it, this suggests that your website does not look very interesting. All it is doing is cluttering up the page and taking up space that another website could make much better use of!

 This is rather a smart way for Bing to check that the results coming up matter -- or that they seem relevant in the eyes of its visitors. This is intriguing because it's not something that Google talks about a lot. And improving your CTR will involve a rather diverse procedure compared to the SEO practices you are probably used to! What enhances CTR?

 Numerous things, but obviously, the title and meta description is going to be right up there. Think of what will be interesting for somebody looking for the keyphrase you're trying to rank for. Ensure that there is a direct connection here and have all signals pointing to the same topic.

And discover how to compose interesting titles and descriptions!

4- Social Signals Are Big on Bing

 There is still some debate regarding the role of social signals on Google, even now. We understand for a reality that getting +1 on Google+ will enhance your Google ranking; however, whether the same holds for Facebook Likes is less specific. And if Facebook was central to Google's strategy, then you may ask why BuzzFeed isn't the primary outcome for every search.

 Bing has gone on record as stating that social signals do matter to them. This indicates that you should definitely include social media marketing as a huge part of your marketing strategy.

5- Crawl Depth

 Going back to your website material and keywords for a moment, it's also intriguing to think about the distinction in crawl depth for Google versus Bing. Reportedly, Bing just crawls around the first 100kb of a web page, unlike Google, which will read your entire site.

 This means that you should aim to include your keywords more frequently in the first portion of your content than the rest. And really, this makes much sense for Google too -- for various reasons. Google really looks at specific bottom lines within your content as being more important as indications than others.

 The very first paragraph is one section that provides extra value, as is the last paragraph, and as are the headings.

 And by increasing the keyword density in the first paragraph, you can send out the best signals to Bing without getting too spammy with Google keywords. Everybody wins!

 This also creates some other fascinating points. Many people will rely on website maps to help search engines index their site. This is one page that links to every other page on that domain-- and it suggests that once the website map is indexed, Google understands where to find all future material you add.

This will not work for Bing if it's only checking out the top area of the page!

 If you want a website map to work for Bing, you need to make sure that you put the pages you most desire to find right at the top. And if you include new material, you want to ensure that brand-new content addresses the top of any list instead of at the bottom.

6- Respect Your Elder (Content)

 Bing believes in golden oldies. Simply put, it believes that an older domain is likely more authoritative than a more recent domain. So if you have a page that has actually been around for a long time, you'll discover that it gradually climbs the rankings.

 This is something that has personally always put me off about Bing. Many of the research study I do require up-to-date and existing responses, which implies I can't make use of posts from 2012. When I search on Bing, I'm often left wondering if anything I'm checking out is relevant any longer.

 This is a personal choice, though. As far as SEO goes, it's actually an advantage.

 Why? It means that Google will like fresh material, and Bing will give it some love as it begins to fade.

 Do bear in mind that both Bing and Google prefer older domains. And Now for Some Rapid Fire Differences ...

 Naturally, there are way more distinctions than we can get into in detail, so let's have a look at some fast distinctions to round off.

  • Bing likes keyword domains more; Google chooses brand-name domain.
  • Bing takes site authority extremely seriously -- it likes editorial content, older domains, and established companies.
  • PageRank is less pertinent for Bing nowadays -- it has never mattered for Google.
  • Bing likes content to be carefully connected to a website homepage, and it likes breadcrumbs.

 Another thing to take a while to learn more about is Bing's 'Spam Filter.' This is how Bing decides whether or not to penalize sites that show up on its SERPs, so you need to make sure that you observe the rules Bing recommends.

 This indicates:

- Being cautious about your outbound links-- only link to tidy sites

- Don't trade links

If your site has actually been blocked, - Use Bing's Webmaster Tools to find out.

 That's ideal! Bing has a 'Webmaster Tools' much like Google does, and it's simply as useful and invaluable for marketers. You can find this at

Bing SEO - The Next Steps

 Alan Parson's Project sang, 'where do we go from here?'. Now you have lots of info about why Bing SEO matters, how it works, and how it is different from Google. You also understand that you must keep on focusing on Google. What's the best way to proceed?

 Well, precisely as we stated previously.

 For a lot of it, you're not going to do anything differently. You might desire to consider including a couple of more keywords in your opening paragraphs. Perhaps you show a little more love to your older content. Perhaps you restructure your website map. Oh, and certainly think of your titles, your meta descriptions, and how these aspects will affect your CTR.

 And in doing all that, you'll be throwing Bing the occasional bone that will help you to be successful a bit more on the 2nd biggest search engine in the world. This will help you start taking advantage of that 30% market share that bit more and hopefully improving your variety of visitors.

 And if the Google apocalypse ever does come, at least you will have a backup site that will still bring you fresh visitors and help you run your business. And after that everybody else will find themselves wishing that they had paid a little more attention to old number 2!

 And one last thing! Why not go and take a pick at your current rankings on Bing. If you have not looked before, it may shock you just how comparable or different the results are!

If you want to read more on SEO you can do it here: The SEO bible 2021 | Digital marketing (