New Bing Ads: Campaign Creation Workflow and Expanded Text Ads

BING ADS NEW USER INTERFACE · 5-MINUTE READ · By Misty Faucheux on November 21 2016.

Bing Ads has taken steps to better compete against AdWords and similar platforms. Microsoft has released a new version of the campaign creation workflow. The goal of this update is to make it easier for marketers to create effective campaigns. On the heels of this update, Bing Ads now offers Expanded Text Ads similar AdWords’ new ads. This post will guide you through the new workflow as well as how to use the new text ads.

Overall, Bing Ads has been trying to make their platform more valuable for marketers. Over the past year or so, they’ve added new bidding options, targeting and ad extensions. They’ve even made their platform a bit faster to reduce lag time and frustration. These latest updates are simply their next move to improve usability.

Creating Goals

When you launch the new workflow, you’ll notice that you now have the option to select a marketing goal for your campaign. Anyone who has used Facebook’s or Google’s ad platforms should recognize this type of setup. image1No matter which goal you choose, you’ll still have access to all the available features.

While many may gloss over this section, it’s worth thinking about what your actual goals are. Some will be obvious. For example, if you want to send visitors to gated content, then Visits to my website is the logical choice.

Yet, you may have to think a little harder if – for example – you’re advertising a brick-and-mortar location. If a local dentist wants someone to call for an appointment, then phone calls will be the most important goal. Yet, another local business like a retailer may want people to come to the location. Phone calls would be less important in this case.

This screen also provides you with the option of importing a file or uploading your AdWords campaigns. If you haven’t done your keyword research, do it now. You’ll need this data for the rest of the campaign setup. You don’t want to simply target random keywords without doing adequate research to determine competition, search volume and relevancy. Selecting the right keywords require some thought and research.

Campaign Settings

The campaign settings are fairly standard. You must add a campaign name, budget, language and location. What’s different from previous versions is that you can now add radius targeting from this screen and copy settings from other campaigns.

image2 When copying campaign settings, always review what has been imported before going any further. For example, you want to have the same budget and language, but for this campaign, you only want to target Boston as opposed to all the United States. It’s worth taking a second to review before moving forward to avoid mistakes.

When ready to go to the next screen, hit Save & go to the next step.

Ad Groups & Keywords

In this screen, you’ll add your ads and keywords. Here’s where your previous keyword research becomes a necessity. If you didn’t do it beforehand, you can obtain keyword suggestions. This will provide information similar to standard keyword research, but won’t be as in-depth as if you would have performed your keyword due diligence. image3 You will see search volume, cost and competitiveness, and the tool will group keywords into ad groups. Typically, you only receive a few keyword suggestions per category, meaning you may miss some niche keywords that would better fit your goals and targets. You can search for suggestions by keywords, service, products or website URL.

Once you select your keywords and ad groups, select Save & go to the next step.

One tip: If you are interrupted during campaign creation, simply select Save & exit. Bing Ads will save your campaign, allowing you to pick up where you stopped. Further, if you ever need to change something on a previous screen, click Back.

Ads & Ad Extensions

Now, it’s time to start creating your ads. As mentioned, Bing Ads recently released new Expanded Text Ads. image4 Unlike standard text ads, these new ads have two headlines (30 characters each and separated by a hyphen) and a single ad description up to 80 characters. The standard text ads only had one ad title (25 characters max), and the ad description was limited to 71 characters. image5 The other difference between the two is the Display URL. In the past, this was limited to 35 characters, and you had to manually enter it. Now, the domain and subdomain are automatically generated from the final URL. You also have the option of adding two URL paths. These paths allow you to highlight key offers, products, services or keywords in the URL. According to Bing Ads, the most effective way to take advantage of the Expanded Text Ads is to:
  • Leverage current campaigns and ad groups so you can use current ad extensions.
  • Perform A/B testing with the new ads to try different CTAs.
  • Review high-performing standard ads, and use some of that copy in the new ads.
In this screen, you can also add ad extensions. It is highly recommended that you take advantage of this option. Ad extensions are proven to improve visibility and increase clicks since they offer a way for users to learn more about your business or offer. image6 Plus, you can add information like location or phone number, allowing a user to easily find or call your business. image7

Budgets & Bids

The final step in the process is setting your budget, bid strategy and individual ad group bids. image8 It’s best to experiment with different bids and bid strategies. Some ad groups may require higher bids due to competitiveness or cost. With the Advanced campaign settings, you can also adjust bids based on location, day or device. image9 For example, if you sell an app and most of your downloads occur on the weekends, then you might want to increase your bids on Saturday and Sunday, and decrease bids during the week. image10The same goes for devices. If most of your conversions happen on mobile, you can decrease bids on desktop and increase bids on tablet and smartphones. image11

Conclusion

While the new campaign workflow makes it easier to create campaigns, this doesn’t mean that you still don’t have to do your due diligence. Create your goals, do your keyword research ahead of time, and think about what messaging will be most effective with your audience. Leverage the new Expanded Text Ads to focus ad copy and incorporate keywords.

Once you have all this in place, then the campaign creation process will go even faster for you. Plus, it increases your chances of success. Finally, always and consistently monitor and tweak campaigns based on results for maximum effectiveness.

About Misty Faucheux

20140725_0031 Misty Faucheux is an Integrated Online Marketing Specialist at Faucheux Enterprises and a guest writer for Supermetrics. She is a digital marketer, specializing in SEO, SEM, content marketing/writing and social ads. Misty helps companies develop a cohesive online marketing strategy that directly addresses their overall business goals and objectives. You can find her on TwitterLinkedInInstagram and Flickr.