Conducting Bing Search Ad Keyword Research and Creating Ads

Keyword Research

1. Utilize Bing Keyword Planner
Access Bing Keyword Planner:
- Sign in to your Microsoft Advertising account.
- Navigate to the "Tools" menu and select "Keyword Planner."

Discover New Keywords:
- Enter keywords or a URL related to your product/service.
- Use the "Find new keywords" option to generate keyword ideas.

Review Keyword Suggestions:
- Examine the list of suggested keywords.
- Pay attention to metrics such as search volume, competition, and suggested bid.
Select Relevant Keywords:
- Choose keywords that align with your campaign goals and target audience.
- Focus on keywords with high relevance and manageable competition.

2. Analyze Competitor Keywords
Use Competitor Analysis Tools:
- Tools like SEMrush, Ahrefs, or SpyFu can provide insights into competitor keywords.
Identify High-Performing Keywords:
- Look for keywords that competitors are bidding on and rank well for.
Incorporate Competitor Keywords:
- Add relevant competitor keywords to your keyword list for potential ad targeting.

3. Leverage Third-Party Keyword Research Tools
Explore Tools like Ubersuggest or KeywordTool.io:
- These tools can offer additional keyword ideas and data.
Expand Your Keyword List:
- Use these tools to find long-tail keywords and variations.

4. Refine Your Keyword List
Group Keywords by Theme:
- Organize keywords into ad groups based on common themes or products.
Use Negative Keywords:
- Identify and add negative keywords to prevent your ads from showing on irrelevant searches.

Creating Bing Search Ads

1. Set Up a Campaign
Create a New Campaign:
- Go to your Microsoft Advertising account dashboard.
- Click on "Create Campaign" and select your campaign objective (e.g., website visits, conversions).
Define Campaign Settings:
- Set your campaign name, budget, and location targeting.

2. Create Ad Groups
Organize Ad Groups:
- Create ad groups within your campaign to target specific sets of keywords.
- Each ad group should focus on a single theme or product.

3. Write Compelling Ad Copy
Headline:
- Craft attention-grabbing headlines (up to three).
- Include primary keywords and a strong call to action (CTA).
Ad Text:

- Write clear and concise ad text (up to two descriptions).
- Highlight unique selling points and benefits.
Display URL:
- Use a clean and relevant display URL.
- Ensure it reflects the content of the landing page.

4. Set Up Ad Extensions (Optional)
Add Sitelink Extensions:
- Include links to specific pages on your website (e.g., contact page, product categories).
Use Callout Extensions:
- Highlight additional information or promotions.
Include Call Extensions:
- Add a phone number to encourage direct contact.

5. Review and Launch
Preview Your Ads:
- Ensure that your ads look appealing and error-free.
Set Bidding Strategy:
- Choose a bidding strategy that aligns with your campaign goals (e.g., manual CPC, enhanced CPC).
Launch Your Campaign:
- Review all settings and launch your campaign.

6. Monitor and Optimize
Track Performance:
- Regularly check your campaign performance metrics (e.g., CTR, conversion rate, cost-per-click).
Adjust Bids:
- Modify bids for keywords based on performance.
Optimize Ad Copy:
- Test different ad copies and extensions to improve results.
Refine Keywords:
- Continuously add new keywords and negative keywords based on search query reports.

By following these steps, you can effectively conduct Bing Search Ad keyword research and create ads that drive targeted traffic and conversions.