What is Bing Ads? Define Search Marketing Strategies

By | 20.03.2017

On the Internet, companies realize the benefits of advertising by sponsored links to cost-per-click. Bing Ads can help you target a new group of qualified Internet users and increase your return on advertising investments. 

What is Bing Ads? Define Search Marketing Strategies

This overview explains how Bing Ads helps define search marketing strategies to achieve better results.

After reading this article, you will know how to:

  • Attract new qualified customers 
  • Improve Bing Ads campaigns performance

What is Bing Ads?

Every day, millions of people use search engines in search of products and services. Advertising by sponsored links allows you to create ads by bidding on keywords. Your ads may appear in the “Ads” section of the search results pages. Whether customers want to buy a product, request a service or sign up to receive information, your goal is to make sure they see your ad and access your website, or download your app. The best way to do this is to display your ad at the top of the search results page in the “Ads” section.

When customers view your ad and click on it, they are redirected to your website. Whether they make a purchase, ask for a service, sign up to receive more information or download your app, the actions performed by these customers are referred to as “conversions.” Consider “conversions” as the transformation of a potential customer into a real client.

Targeting customers on Bing Ads

Unlike traditional ads, campaign expenses from or by? Sponsored links are only charged when someone clicks on your ad.

With a single investment, Bing Ads lets you reach millions of unique Internet users on the Bing Network. 

For your Bing ads to show to the right audience, use advanced targeting options in your campaigns. Instead of spreading your ad across the Internet, target a particular segment of the population. Targeting strategies revolve around the following attributes:

  • Geographic location
  • Day of the week
  • Hour
  • Age and sex
  • Type of device
  • Language

Keywords and keyword bids

Once you’ve created your ads and targeted your audience, your goal is to display your ads on the search results pages. The rest is a matter of keywords  and keyword bids. When creating your campaign, choose keywords that relate to your business and match the search terms used by users.

You have the option to create own keyword lists or use the Bing Ads keyword research tools to identify keywords and bids on effective keywords. Creating a list of useful keywords is important. You can have an excellent targeting strategy, but without an effective keyword list, people may never see your ads. Bing Ads’ keyword tools enable:

  • Identify the appropriate keywords.
  • Choose the right keyword bids.
  • Improve campaign performance.


If the ultimate goal of an ad is to get a conversion, the primary purpose of your ad is to attract relevant traffic to your website. Identifying the right keywords is the first step. 
The optimization comes next. Optimization includes the following steps: selecting the best amount to be paid (keyword bidding) for each keyword, tracking each keyword’s performance, and using Bing Ads reporting tools to review, study and adjust your keywords  Keywords and keyword bids. Run reports and refine your keywords and ads to always improve your ad performance, increase conversions, and grow your business.

This overview presented the benefits of Bing Ads, including:

  • Targeting your audience.
  • Keyword research tools.
  • Campaign optimization tools.

As you become a knowledgeable user of Bing Ads, you will learn how to reach new, qualified potential customers. This will increase the performance of your campaign and take advantage of your advertising investments. 
For more information about Bing Ads, check out our dedicated page all about Microsoft.

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