Bing Ads Recommends Securing Your Web Sites With https
On July 9th, Bing Ads wrote on their blog that they strongly recommend all websites obtain an SSL certificate and have their sites secured using SSL.
Bing went on to say “Ensuring customer privacy is critical to your business and to ours. To protect your customers’ information and assure them your website is secure when they see your ad, Bing Ads strongly recommends you update your URLs to use the HTTPS protocol instead of HTTP. Because of the security and performance benefits associated with its use, HTTPS has become the new standard protocol used on the web (as opposed to the original HTTP).”
There are two main reasons Bing is making this recommendation now:
“Starting this month, the web browser Google Chrome will begin marking all Opens in new window HTTP pages as “Not secure.” So if your website is still an HTTP URL instead of HTTPS, Chrome users who click on your ads will see your URL marked as “Not secure” in the address bar.”
Because of the security and performance benefits associated with its use, HTTPS has become the new standard (as opposed to the original HTTP).
How do you check if your site supports HTTPS? Open your website in a Google Chrome or Microsoft Edge: If you see a green lock icon to the left of the URL, then your site supports HTTPS (for Edge, this lock may be transparent instead of green). If the lock does not appear, try re-entering your website URL with “https://” instead of “http://”. If the page doesn’t load, then your site does not support HTTPS.
If your site is not secure (https) contact your hosting company. Once your site is secure, make sure you update your Bing and Google Ads, so that they reflect the new URL.
If you’re looking to grow your business, Bing Ads program makes an ideal alternative to Google Adwords for good reason. One reason is that Bing has a low cost per acquisition than Google. This makes it great for small businesses with low budgets.
So, if you’re getting started with Bing Ads, it helps to grasp the elements of quality ad management. This will help to boost your quality score, thus increasing your conversions.
Keep on reading to learn the best management practices for your Bing search ads.
Launch a New Campaign
If it’s your first time using Bing Ads, you can start by launching a new campaign after creating your account. Just click Create Your Campaign, and you will get a new screen where you enter the information.
Pick the right name for your campaign depending on what you’re marketing. Identify the right time zone for your campaign. This is the time zone for your location or where most of your potential customers live.
Then set the budget for your campaign. This is the amount of money you’ll spend most per day, for example, $20 per day. This means that your campaigns will stop running once you have spent your $20 for the day.
If so, you don’t need to create new campaigns on Bing Network. After all, you’re targeting the same keywords. With a simple procedure, you can import your Adwords data to Bing.
Simply log in to your Bing Ads account and go to Import Campaigns, and then click Import from Google AdWords. Then follow the remaining steps to import your data. You can also use a CSV file to import the data,
Replicating your campaigns will save you time in getting your campaigns up and running.
Make Your Changes
Do you have any changes you need to make to your imported data? Your Bing interface makes this easy.
Thanks to the Bing Ads Editor, ad campaign management has never been easier. You can edit bulk campaigns and ad groups. This is a desktop application, and it’s available for both Windows and Mac users.
Plus, you can also use it to import your Google Adwords data directly into the editor. The editor allows you to make changes or additions offline. Then you can sync and upload your revisions with one click.
If you’re running ad management for multiple accounts, Bing Ads Editor also make this easier for you.
Keyword Research and Edits
Pay-Per-Click advertising thrives on leveraging the right keywords in your campaign.
The Bing Ads Editor also features keyword research tools for discovering new keywords and bids. For every keyword your search, you get a list of similar keywords to help you optimize your campaigns.
Additionally, you have access to performance data, such as CPC, CTR, and impressions. This allows you to pick keywords that are likely to boost your conversion rate.
Do you want to generate keyword from a competitor’s site? Just click Get keywords from a website and enter your competitor’s website URL.
Still, you can edit your existing keywords, including their status, bids, and match type.
Assigning Bids, Match Types, and Keywords
Every ad you have needs to have keywords, bids, and match types.
To add keywords, just click Campaigns at the top of the page, then Keywords, and then Add Keywords. Copy all the keywords you want to target and paste them into the box. Remember to click the Add button at the bottom.
You also have the option to determine how your keywords match in a search. These include:
Broad match – Queries that contain your keywords or terms related to them
Phrase match – Queries that contain the same words in your keyword
Exact match – Search terms that match your keyword exactly
Negative match – Keywords that won’t trigger your ads
As a beginner, the “Exact match” option is the ideal for a start. This will help you to avoid paying for clicks that are irrelevant to your Bing marketing goals. Also, different match types will give you different costs per click
When entering a keyword, you also have the option to choose your bid for that keyword. You can pick the suggested bid amount, or you can bid lower than that amount. If you bid lower, your ads may not get substantial views and clicks that you want. Alternatively, you can bid higher to get more clicks.
Another crucial element of ad management is audience targeting. This is particularly important when you’re managing multiple ad groups or campaigns.
You can access the Targeting tool in the Editor pane. This allows you to set the target at the campaign level. Of course, you can also set the specific times for your campaign.
Use bid management to select the percentage by which you want to increase your bid for each targeted time. With device targeting, you can adjust your bids anywhere from 0% to +900% for desktops and -100% to +900% for tablets and mobile devices.
Still, you can remarket your ads by optimizing your campaigns for people who have already visited your website. You can do this by creating a remarketing list to define the target audience based on the actions visitors take on your site.
Then, associate the list with an ad group in your campaign. Be sure to optimize the ad group by adding keywords and adjusting bids.
Bing Ad Management – The Takeaway
Bing pay per click adverting is ideal for both new and existing businesses. Whether you want to create your customer base or you want to increase your traffic, you can leverage Bing Ads to go local or global.
The most critical element of this advertising is proper ad management. This involves picking the right keywords and selecting the ideal bids for them. This way, it will be easier to connect with customers who are looking for your services or products.
Do you have any question about using Bing Ads? Feel free to reach out to us at any time.
As of March 16th, 2018, Bing will no longer be serving text ads on the sidebar in the U.S. Market.
Ads on the bottom of the page will increase from three ads to four ads. This change applies to the Bing owned and operates sites only. There is no impact for syndication partners, including Yahoo and AOL.
Bing seems to be mirroring much of Google AdWords changes, although they are not as quick to act as Google has been.
We encourage advertisers who manage their Bing Ads on their own to continue to monitor the impact of these changes.
The Art and Science of Conversion Tracking on Bing Ads
On January 18th, 2018 Bing will hold a webinar on Bing Ads conversion tracking. Learn how to set up and correctly track Bing Ads conversions. You’ll also learn how to better measure impact and help improve performance with your Bing Ads
Bing Ads states “Join us on January 18th at 8AM PST as we bring you The Art and Science of Conversion Tracking on Bing Ads webcast. Stein Broeder, Content Marketing Manager and Aaron Lauper, Sr. Product Marketing Manager, will be your guides to making the most of conversion tracking”