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June 20, 2018June 3, 2018

It’s Easy To Use Bing Ads Structured Snippets

There’s something new you may have missed in Bing Ads in the extension tab – Structured Snippets.

They are easy to set up and Bing Ads likes to display them under your ad like Callouts. There is no link with the text, but the Snippets give you a chance to quickly let your clients know what else you do or offer.

Here’s how to set them up:

Go to the “Extension” tab.
2. In the drop down select “Structured Snippets”
3. Select your category – I typically use Types.
4. Add up to 20 Snippets.
5. Make sure to click save.

I usually set these up at the campaign level, but you can set them up at the ad group level too.

If you are looking for a savvy Bing Ads account manager, make sure to check out our services and pricing.

June 11, 2018June 3, 2018

Bing Ads – A Great Place for Many Businesses

I am recertifying for my Bing Ads Certification this month to retain my Bing Partner status. Many businesses only consider advertising on Google AdWords, but for many businesses, Bing Ads should be considered a viable adjunct to AdWords.

For many of my clients (but not all), Bing Ads brings in lower cost conversions than AdWords. For medical professionals, I’ve had good success in most markets in generating conversions at a lower cost (sometimes as much as 50% less) than in Google AdWords.

There are differences between Google AdWords and Bing Ads and many similarities as well.

Here are just a few of the differences:

Bing Ads is best used for US and Canada advertising and not for global coverage. AdWords is great for global advertising.

Bing Ads uses the user’s browser setting to determine language – Google uses the Google.com language setting.

Bing Ads is still using a 30% bid cap when you use eCPC bid settings. Google did away with theirs this last year and so it can sometimes be expensive to let Google adjust your bid to be competitive.

Bing Ads has made it very, very easy to import AdWords programs into Bing Ads. Google has done nothing to make this easy. There are times when a program is performing better in Bing Ads and the only way to get it into AdWords is an Excel import with further tweaking after the load.

In Bing Ads the enhanced site links will only show for keywords that have won the auction and have a high quality score and are to appear in the top ad position on the page.

Bing Ads now has a “get a ride” feature next to directions in the location settings that interface directly with your personal Uber account. The get a ride extension setting is automatic.

Not every business will do well on Bing Ads, but for those that have, the results are excellent. Bing Ads may well be worth another look.

April 17, 2014April 12, 2014

Bing Ads Announces Product Ads

Google and Bing Product Ads Generate a Strong ROI

New into the e-commerce product selling market with product images in their search results, Bing Ads enters with a new service offering called Bing Product Ads. With huge returns for e-commerce stores and familiarity with Google Shopping (previously known as Product Listing Ads), Bing Product Ads is sure to be a hit. For early embracers of this new program the ability for them to own their product market on Bing is a huge incentive to move in fast. Well, at least for now, while there is not strong competition for buyers. You can read Bing’s full announcement.

I have found the biggest stumbling block to businesses moving into either Google or Bing’s product program is the creation of the data feed. It is onerous to create the taxonomy to match both Bing and Google’s criteria that allows for them to sort and return your products in ads.

I have however found that Lexity may provide the solution in regards to data feed creation. For Bing Ads, Lexity provides several tiers of service with monthly fees plus a click budget, and services over 36 different shopping carts. With big business now being done starting with consumers clicking a picture of a product in search results and then moving all the way to the purchase process Lexity provides the right service at the right time.

Although not everything that Lexity sells in their own toolbox has value, the Bing Ads and Google Shopping programs are of important note and something that e-commerce stores should definitely consider using. The ROI that I have seen from clients of mine that are using Lexity to create the product ads for Bing and Google is extremely good.

September 17, 2013September 23, 2013

Bing is Different Than Google – So How Do You Get Good Placement

Yes, it is true that a site that does not perform well on Google may have great placement on Bing.

So what are the tips to try to get better placement on Bing?

1. Make sure that you have created a Bing Webmaster Account and use this account to upload your sitemap.xml file.

2. Others have stated that to have a highly accurate sitemap that does not contain any pages with a 404 (page not found) error is key for placement on Bing. I have not necessarily found this to be a huge factor, but it is a good practice to regularly re-spider your site and create a fresh site map and to evaluate errors in the site map.

3. Get social, especially on Facebook. I do agree with this approach, especially when you review the tight integration that Facebook and Bing have created. Facebook activity (meaning interaction and follower growth not just updates) may play a very important part in organic placement on Bing. One need go no further to understand this integration than to review Bing’s properties (Skype and Sky Drive) to see the tight connection that Bing is pushing with Facebook inside these applications. The key is that if you want placement on a search engine, you pay attention to what they consider important and play the game their way. Google considers Google+ key and Bing considers Facebook key.

4. Make sure you have a robots.txt file. Now others have stated that they feel this is key to good placement on Bing. I personally have not see sites without one take a dive in organic results, but it is a best practice to include one for all sites and for all search engines.

5. Strive to have a low page/site bounce rate. Some have said that this is key to good placement on Bing. It makes sense that Google and Bing consider the bounce rate important in their algorithm for placement with today’s focus on user relevancy. I don’t consider this however a Bing only placement item.

6. Make sure you have unique content. This one is a no-brainer really. In today’s new world of search if you are not providing unique content that has real and perceived value for readers your site will drop in organic placement over time. Content needs to be updated on a regular basis and created with your unique audience in mind. Content for the sake of content is not an approach I would recommend. If this means you need to do one blog post a week that is well-written and shareable instead of three days a week of thin or scraped content, go with the lower frequency but higher value approach.

7. It used to be that Bing liked bolded text specifically top keywords in your content and preferentially showed sites that embraced this approach. I do not however encourage use of this tactic. Many of the things SEO’s have done in the past for both Google and Bing have been devalued as of late.

Many of the things you would do for placement on Google are important to get placement on Bing as well. The gap of how to place on Bing versus Google is getting narrower and narrower. So I would take the approach of making my website the most interesting for my audience and share and interact preferentially on Facebook for placement on Bing specifically.

If you need help with your strategy for content creation and search placement check out our website for services that may be of value to you.