Bing Ads has a number of advanced features and options that can be tweaked to maximize the effectiveness of your ads, and these can make a big difference to your campaigns and profits.

For example...

Negative Keywords

Negative keywords allow you to add keywords that you want your ads to not show up for. Typically, Bing and Google show ads based on very similar keywords (although Google does this more than Bing). This means that if your keyword is "Fitness Books", your ad might show up for "Free Fitness Books".

The only problem? If you're looking for free fitness books, you probably don't want to pay $20 for a fitness book. In this case, it is appropriate to use "free" as a negative keyword so that people looking for free stuff will be excluded from your campaign.

Dynamic Keywords

Dynamic keywords allow you to automatically insert keywords into the title or text of your ad. This means, for example, that whatever product you search for can be made to be searched for as "for sale". For example, if someone searches for "hats", you can display "buy hats online".

Ad Extensions

Another great feature of Bing is the ability to add "ad extensions". This allows you to advertise a link to your site, your location on a map, a "click to call" button, etc. Ad extensions, for example, allow customers to call you right from Bing search results on their cell phones. Site links are used to link customers to a deeper page on your site (for example, a specific product listing for your store).

Customer Targeting

Targeting allows you to specify more specifically the type of people you want your ads to be seen by. Clicking on "Advanced Targeting Options" will give you the option to select your audience by their gender, age (based on their Microsoft account), the device they are using (if you are selling an app, you may want to target mobile devices), and their schedule. The schedule is important.

The schedule is important because it allows you to avoid wasting money by showing your ad at 3 am in the local area. You can also take it further by showing the ad later in the evening. At night, when people are tired, they are more impulsive and more likely to click "buy" on your ad.

Set Goals

For example, Bing Ads allows you to set goals and see how your customers are responding to those goals. Remember how we talked about goals in Google Analytics before? We also discussed how you can use these goals to identify the best keywords for your ad campaigns.

Once you have your ad campaign set up, you can actually integrate your ads directly with your goals. This is a much more valuable metric than simply average CTR (click through rate), but it is still a useful metric. To set a goal, go to your campaign and click on "Shared Library". Next, click on "Goals" from the menu on the left, and then click on "Create Goal.

You can track the goal by assigning a "Tag Name" and "Tag Description" to the goal according to the brief instructions displayed on the screen. When you click to save your goal, the "Bing Ads Tag" will appear, and you can paste it into your goal page. You will need to paste this tag into your goal page. This probably means pasting your goal on your checkout page, your "thank you page," or any page you want people to see.

Click on "View Tag Script," copy and paste the script, and paste it somewhere on the appropriate page. When you do this, you will be able to see how your ads are performing in order to get the results you are looking for, i.e. sales.

This will allow you to see which ads you should be spending money on and if you are actually getting an ROI. This will eventually allow you to calculate a specific CPA (Cost Per Action), which will give you a more accurate idea of how much it is costing you to make a sale or acquire a subscriber.

More Tracking and Metrics

There are also many more features for tracking your ads, and the dashboard offers many useful options. For example, on the campaigns page, you can see the "quality score" of your ads. This is a score from 0 to 10 that indicates how well your ad is performing. You can see how high your CTR is compared to the CTR of similar campaigns targeting the same traffic.

A score of around 7 is considered "very competitive", 6 is competitive, and anything below that is considered "poor performance". If there is a blank dash where the score should appear, it means that Bing does not have enough information yet.  Based on the success of your ad, you can head over to "Bid Adjustment". This, as the name implies, allows you to adjust your ad so that you pay more or less per click.
Disclaimer: Information on this site is in no way meant to replace the advice of a professional. Please ensure to fact check and acquire professional help regarding all information on this website.