Microsoft Bing Ads Tutorial for Beginners
Microsoft Advertising (formerly called Bing Ads) is Microsoft’s online advertising platform that lets you show ads on:
- Bing Search
- Yahoo
- DuckDuckGo
- Microsoft partner websites
What Are Microsoft Bing Ads?
Microsoft Bing Ads (Microsoft Advertising) allows businesses to:
- Display ads on Bing and partner search engines
- Reach users who are not always on Google
- Run search, display, and shopping ads
- Get clicks at lower CPC compared to Google Ads
In simple words:
It’s Google Ads’ alternative with less competition and lower costs.
Why Beginners Should Use Bing Ads
Bing Ads is ideal for beginners because:
- Lower competition than Google Ads
- Cheaper cost per click (CPC)
- High-quality traffic (desktop & business users)
- Easy Google Ads campaign import
- Strong presence in the US, UK, and desktop searches
How Microsoft Bing Ads Works (Simple Explanation)
- User searches on Bing
- Bing runs an ad auction
- Ads are ranked using:
- Bid
- Ad relevance
- Landing page experience
- Best ads appear at the top
- You pay only when someone clicks
Similar to Google Ads but with fewer advertisers.
Step 1: Create a Microsoft Advertising Account
- Visit https://ads.microsoft.com
- Sign in using:
- Microsoft account (Outlook / Hotmail), or
- Google account
- Choose:
- Business country
- Time zone
- Currency
Time zone & currency cannot be changed later.
Step 2: Choose How to Start Your First Campaign
Microsoft Ads gives three options:
Option 1: Import from Google Ads (Recommended )
- Import campaigns, keywords, and ads
- Saves time
- Best for Google Ads users
Option 2: Create Campaign from Scratch
- Ideal for beginners
- Full control
Option 3: Smart Campaign
- Automated setup
- Limited control
Beginners should choose Create from scratch.
Step 3: Select Campaign Goal & Type
Popular Campaign Types for Beginners:
- Search Ads (Best to start)
- Display Ads
- Shopping Ads (for eCommerce)
Start with Search Campaign.
Step 4: Choose Target Location & Language
- Select country, state, or city
- Choose language (English usually)
Target only locations where your customers are.
Step 5: Keyword Research & Selection
Use Keyword Planner inside Microsoft Ads to:
- Find relevant keywords
- Check search volume
- Estimate CPC
Example Keywords:
- digital marketing services
- seo agency near me
- online advertising company
Use Phrase Match & Exact Match initially.
Step 6: Create Your Ad Copy
Each search ad includes:
- 3 Headlines
- 2 Descriptions
- Final URL
Simple Ad Example:
Headline: Affordable Digital Marketing Services
Description: Grow your business with expert online marketing. Contact us today.Keep ads clear, relevant, and user-focused.
Step 7: Set Budget & Bidding
- Choose daily budget
- Select bidding strategy:
- Maximize Clicks (Beginner-friendly)
- Manual CPC (More control)
Start small and scale later.
Step 8: Add Extensions (Important)
Add extensions to improve visibility:
- Call extension
- Sitelinks
- Location extension
Extensions improve CTR and ad rank.
Step 9: Review & Launch Campaign
- Double-check keywords & ads
- Review budget
- Click Launch Campaign
Your Bing Ads campaign is now live.
Real-Life Example
Example: Local Service Business
Goal: Get leads
Platform: Bing Ads Search Campaign
Result After 30 Days:
- Lower CPC than Google Ads
- Fewer clicks but better-quality leads
- Higher conversion rate on desktop users
Perfect for B2B and service businesses.
Common Beginner Mistakes ❌
- Using Broad match only
- Not adding negative keywords
- Ignoring ad extensions
- Setting very high budgets initially
- Not tracking conversions
Best Practices for Beginners
- Start with Search campaigns
- Use Phrase & Exact match
- Track conversions from day one
- Optimize ads weekly
- Add negative keywords regularly