Optimizing Your Bing Ads Campaign: The Basics
Negative keywords might also be hindering your ad's visibility. Negative keywords can save you lots of money by filtering out visitors who wouldn't be likely to convert on your landing page, but misusing negative keywords can have the opposite impact.
Or it could be that people who are seeing your ad just aren't interested. Try changing up your ad copy, and run a targeting report to make sure you're reaching the right audience.
Reverse Low Clickthrough Rates
If your ad is getting plenty of views but not many clicks — which you can see in your performance report — then you must make your ad more compelling. Define what makes your business special, include an irresistible offer and give a call to action (i.e. "Contact Us for a Free Estimate"). Compare your ad with competing ads for insights about what you're missing. You can also experiment with dynamic text, which plugs the actual terms people search for directly into your ads.
The whole point of online advertising is getting conversions on your landing page. If visitors are reaching your site but not taking your desired action — whether that's making a purchase or filling out a contact form — then that's a problem.
The Universal Event Tracking tool is Bing’s version of conversion tracking. This tool generates a pixel that you place in the code throughout your website — then, you can run a campaign analytics goals report to see how visitors move through your site. From this, you can get invaluable insights about who converts versus who bounces.
Bing Ads lets you include dynamic text in your destination URLs, sending visitors to landing pages that specifically target their needs. The findings in your campaign analytics goals report might also reveal keywords or ad copy variations that aren't capturing the right audiences.
Prepare for Editorial Reviews
Bing Ads has several compliance regulations enforced through its editorial review process. The purpose of this process is to maintain a high degree of quality across the Bing Ads search network. You may see real-time alerts requiring you to change your ads and keywords as you optimize, or a recently revised campaign may be tagged with an editorial disapproval. Most disapprovals are easily correctable and not a cause for long-term concern. As an advertiser, though, you should periodically familiarize yourself with Bing Ads' policies.
Optimizing Bing Ads campaigns can result in greater revenues and fewer losses — and in business, both outcomes are great for your bottom line. Resist pouring all your efforts into Google Adwords, and remember that Bing Ads is actually growing at a faster rate. Microsoft is committed to integrating Bing into its latest computing and smartphone products. You can capitalize on that by reaching a sizeable audience with economical costs per click, but only if you put in the effort.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.