Mention to a friend that you want to advertise your business online and they are most likely to send you to Google Adwords. Google dominates this market but some advertisers are heading towards the new kid on the block: Bing. Microsoft's Bing search engine in partnership with Yahoo! offers a pay-per-click platform that may be more economical than Google for small businesses.
- Skill level:
- Moderately Challenging
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Things you need
- Internet access
- Advert title and body text for your business
- List of relevant keywords
- Set budget for the campaign
Sign up for free with BingAds. You can either import existing adverts from Google or create a new campaign on Bing.
Fill out the registration form paying particular attention to the required fields highlighted with a red asterisk. These are: - Language e.g. English - User name and password - Secret question and answer - Your full name - Telephone and email contact information - Currency e.g. UK pound (GBP) - Your business sector
Check or uncheck the box to receive BingAds marketing information. Enter the verification code and check the box agreeing to Bing's terms and conditions. Click "Submit" and you're ready to go.
Wait for the welcome acreen to appear and click on "campaigns." A "create a campaign" page appears. Here you set your daily or monthly budget for pay-per-click in campaign settings.
Select your ad type: either text ad or WAP mobile ad. Compose your advert in the "create an ad" section of the page. Take care not to exceed the word limit as clearly displayed.
Go to "choose keywords" on the same page and at the bid prompt choose either "keywords" or "placements."
Bing has a keyword suggestion feature to help you select the best keywords to attach to your advert. Click on "opportunities" tab, then "keyword suggestions" to view the number of monthly searches using relevant keywords for your business. Bing also suggests first page bids for each keyword. You select the bid price for your budget.
Choose "placements" if you want to place your ad in a specific network, or click "websites" to specify websites for your advert. When you have made your selections make sure you click to save this information.
Click on "payment information" to enter your credit card or Paypal details. Click to save again,and your campaign is ready to start.
At each stage Bing provides prompts and assistance if you wish to import an advert from Google Adwords.
Tips and warnings
- Bing claims you can reach an audience of 20.5 million.
- Use the budget support help at Bing before setting your budget or selecting the budget type.
- You won't reach as large an audience with Bing as you would with Google, simply because Google is the default search engine for most people.
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