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Make Bing Ads Using Relevant Keywords

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Bing, unlike Google adwords, always required some improvement when it came to keywords. Hence, most of the marketers liked Google’s keyword tool over Bing to create their campaigns because they found Bing’s tools lacking user-friendliness.

Due to this, a big disadvantage was felt as the keyword lists were not customized as per Bing’s unique search trends. Finally, Bing has now successfully launched their ad platform called Bing Ads Intelligence. It acts as an add-on and allows one to work on keyword researches for all the accounts on Bing.

One of the good things done by Bing on their platform is its user friendliness. It can be used by anyone who has a basic understanding on Pay Per Click. All of its functions are explained in detail and all data is easily accessible. If one has internet connectivity, then this editor can be used to retrieve all relevant information from the internet. All data that is generated is formatted in a very clear and easy to use fashion. One can also sort all the info without any hassle using their filters.

When it comes to functionality, Bing has made the process very simple. They have made it very trivial to select a campaign to start with. It also has a keyword selection button which is very helpful. It helps one to come up with interesting ideas. All that one needs to do is provide the tool with some initial keywords and the rest is taken care by the tool. Once the search is completed, one needs to eliminate the keywords which are irrelevant. Regular monitoring and double checking of the result of the keyword suggestion step needs to be done to make regular improvement on a daily basis.

With the help of Bing’s advanced functions such as Traffic, Keyword Performance and More Research tools, one can dig deeper into the keywords. With the help of the traffic button, one can make an estimation of the traffic for a set of keywords. The result of the same is given out in the form of a table with a figure estimating the amount of traffic per month. The keyword performance tool, as the name suggests gives the performance of the keyword in the market. With the help of this tool, one can get to know how good the keyword has performed in the market and what improvements need to be made to optimize the output.

With the help of the more research button, one can experiment in the following manner:

  1. One can check with the content of the website and create a list of keywords which Bing finds relevant. This is similar to the Google keyword tool and uses the Bing’s algorithm to serve the functionality.
  2. A sample set of keywords can be fed in a sheet and based on the same Bing can provide more suggestions. This function is very helpful as it helps to find new longtail keywords to further improve one’s campaign.
  3. One can create a list of keywords which includes the root term. For example, if the root term is say, lawyer, then more keywords which include the term lawyer can be generated using the “searches with your keyword” function.
  4. One can also create a list of keywords on which the other advertisers are bidding on. This feature is called associated keywords and is very useful in finding the niche keywords which might get missed out. Bing also provides help in identifying searches with the relevant searches function.
  5. One should also ensure that the chosen keyword is relevant to the business category that is under consideration. If one is not very sure of the category in which a set of keywords belong to, it is beneficial to check the same with the help of Bing and then decide if they need to be used or not. Some of the sample categories which are included in Bing are Arts & Entertainment / Video Games, Sports & Recreation/ Equestrian Sports, Travel & Lodging/ Vacation Destinations/ Europe, etc.
  6. Another simple step one can look at is to do a search for keywords which are relevant in the target area and have a substantial search volume. This is especially beneficial for geo-targeted campaigns and goes a long way in helping boost the relevancy of the campaigns.
  7. One should also try and identify the age group and gender of the users who have searched a particular keyword in the last 30 days.
  8. One can also create bid suggestions and generate performance data on a set of keywords to be able to estimate costs and traffic volume for the campaigns.

In addition to the above, one can also use a lot of simple tools to combine different keywords, generate valuable search insights, create specific geo-targeted keywords and many more.

Another helpful feature provided by Bing is to make sure that one is not missing out on vital traffic and offers three main possibilities:

  • It offers a broad match of the keyword opportunities for the account and the preferred language. This can be a simple technique which can go a long way to help increase clicks and impressions in a short period.
  • It offers a list of search queries which are a broad match with the keywords in the marketplace. This is done basis the existing list of keywords and their selected match types.
  • It allows one to apply various opportunities to one’s account through excel.

To summarize, Bing Ads Intelligence comes across as a very useful tool which is customer friendly and also helps to compile a large amount of info. The only requirement is that one will need some practice in order to master it and after having done that one can experience a good channel to set up keyword researches.

Image Credit: forbes

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