Ad Copy Creation for Bing Traffic Ads Campaign
Creating the right ad copy is the most important factor in the success of a traffic-focused campaign in Microsoft Advertising (Bing Ads).
Your ad copy decides whether users click your ad or ignore it.
What Is a Traffic Ads Campaign in Bing Ads?
A Traffic campaign focuses on:
- Getting more website visits
- Increasing brand visibility
- Driving relevant users to landing pages
Main goal: Clicks, not immediate conversions.
So your ad copy must be:
- Clear
- Attractive
- Click-worthy
- Intent-focused
Core Elements of a Bing Search Ad
A standard Bing search ad includes:
🔹 Headlines (Up to 3)
- Max 30 characters eachMost important part
- First headline gets the highest attention
🔹 Descriptions (Up to 2)
- Max 90 characters each
- Explain benefits and reasons to click
🔹 Display URL
- Shows relevance and trust
Step-by-Step: How to Write Ad Copy for Bing Traffic Campaigns
Step 1: Match Ad Copy With Search Intent
Traffic campaigns usually target:
- Informational searches
- Commercial research searches
- Brand discovery searches
Example Intent:
Keyword: digital marketing services
User intent: Learn more / explore options
Your ad should invite curiosity and clicks, not push hard sales.
Step 2: Write Strong Headlines (Click-Focused)
Good Headline Ideas:
- Highlight value
- Mention service/product
- Add trust or benefit
- Use simple language
Examples:
- Digital Marketing Services
- Grow Your Business Online
- Affordable Online Marketing
- Trusted Marketing Experts
Avoid over-promising like “Guaranteed Results”.
Step 3: Write Clear & Engaging Descriptions
Descriptions should:
- Explain what users get
- Encourage action
- Set expectations clearly
Example Descriptions:
- Reach more customers with smart digital strategies. Visit our website today.
- Explore proven online marketing solutions for growing businesses.
Use soft CTAs for traffic campaigns:
- Learn more
- Explore services
- Visit our website
- Discover solutions
Step 4: Use Responsive Search Ads (Recommended)
Microsoft Ads supports Responsive Search Ads, where:
- You add multiple headlines & descriptions
- Bing automatically mixes and tests combinations
- Best-performing versions get more exposure
Always use Responsive Ads for traffic campaigns.
Sample Ad Copy – Traffic Campaign (Example)
Example: Digital Marketing Agency
Headlines:
- Digital Marketing Services
- Grow Your Business Online
- Smart Online Marketing Solutions
Descriptions:
- Discover digital strategies that help businesses grow online.
- Learn how expert marketing can increase your online reach.
Step 5: Add Keywords Naturally in Ad Copy
Including keywords improves:
- Ad relevance
- CTR
- Quality Score
Example:
Keyword: SEO services
Headline:
- Professional SEO Services
Description:
- Improve your website visibility with expert SEO strategies.
Don’t stuff keywords unnaturally.
Step 6: Align Ad Copy With Landing Page
Your ad promise must match:
- Page headline
- Page content
- Page intent
Mismatch = high bounce rate = poor performance.
Best Practices for Bing Traffic Ads Ad Copy
- Focus on benefits, not features
- Keep language simple & clear
- Use numbers only if accurate
- Capitalize first letters (Title Case)
- Test at least
- 2–3 ad variations
Update ad copy every 30–45 days
Common Ad Copy Mistakes ❌
- Hard selling in traffic campaigns
- Clickbait headlines
- Grammar or spelling mistakes
- No clear message
Real-Life Example
Example: Local Service Business
Old Ad Copy:
“Best Service Provider – Call Now”
Low CTR, unclear value
Improved Traffic Ad Copy:
“Professional Home Services
Explore Affordable & Reliable Solutions”
Higher CTR, better engagement