Bing Ads

Essentially, Bing Ads is Microsoft’s version of Google AdWords. In the same way that Google AdWords allows you to run ads on the Google search network and Google’s partner networks, Bing Ads allows you to run ads on both the Bing search network and it’s partner networks (Yahoo and AOL—yes, people still use these).

Mobile illustration of how Bing ads looks

Why use Bing Ads?

  • 36% more money spent on Bing Ads by users shopping online.
  • 137 million people using Bing Search and that’s just going to continue to rise!
  • 6 Billion searches made on the platform every month.

Google Ads vs Bing Ads

  • Cost Per Click: Bing has a different pricing structure to Google, so be sure to test ads on both platforms to see which is cheapest.
  • Control: If you’re targeting different time zones or you want to place your ads in front of a specific demographic, then Bing has the tools to make this much easier to do.
  • Less competition: With Google being the worlds largest search engine by a long shot, Bing has much less competition. This is great for making more affordable ads that place higher on the search results in comparison to Google.

Bing Ads Placement

Your ad position is based on several things, including:

1. How closely your ad and website fit with the terms that are searched (relevance).

2. How your bid compares to other bids in the Microsoft Advertising auction.

3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate).

The stronger you are in these areas, the better your chances of winning the top ad position.

0 +
Google Search Revenue Earned

3 Minutes 14 Seconds

Spent on Bing on average each day.


Share of the worldwide search engine market.

238 Countries

Can use Bing Search Engine.

Account Structure

We'll go through the whole account to check the structure, the Ad Group split, Search Campaign objectives, budget allocation and smart campaign optimisations.

Keyword Performance

We'll check the cross match keyword types, run some search query reports (SQR's), Analyse the keyword gaps and go through the negative keyword lists.

Bid Strategy Analysis

We'll check all the max CPC bids, what device bid adjustments there are (if any), analyse the ad scheduling and finally check the location bids.

Performance Analysis

Analyse conversions, find the average cost per acquisition (CPA), calculate the conversion rate, figure out what your average cost per click (CPC) is, check your click-through rate (CTR) and ultimately calculate your return on investment (ROI).

Advert Review

Check the relevancy of the ads, check what (if any) A:B testing you're doing and how effective it is, analyse the landing pages and go through the effectiveness of the ad text.

Ad Tracking

Check all conversion tags, revenue tracking, form/call tracking and check any other CTA tracking.

Growth Opportunities

Find any quick wins, tell you how much wasted spend there is, look for some long term opportunities and then run some trend analysis.

Paid Search Audit

Your Monthly Ad Budget

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