Online Empire Academy

In this post you are going to learn how to use Bing Ads to make money and we'll go through step-by-step on how to set up your first Bing Ads campaign the right way.  A lot of the time when people first start off with Bing Ads or any other type of advertising they forget crucial steps such as conversion tracking, demographic targeting, etc… well that's what you are going to learn to do today.

Also, just a note… in this article we are assuming that you are using WordPress for your site (no worries if you don't, you'll just have to add tracking codes in a different but similar way).

So first let's start with getting all of your tracking setup up with Bing, your site, and Google Analytics.

1. Here’s how you can set up “UTM Tracking with Google Analytics”.
   
   First, go to “http://ads.bing.com”.Second, click on the gear icon on the upper-right of the screen.

   Note: You have to set up a Microsoft Account if you don’t have one yet. You will also get a coupon for $100 when you spend $25. Lastly, you need to set up a billing profile with a credit card.

   

2. Now, click on “Accounts and Billing”.
3. After that, click on the pen icon beside “Account”.
   
4. Then, scroll down to “Auto-tagging”. Check the box where it says “Add UTM tags to my destination URLs”.There are other options on that screen where you can choose to either “Replace all existing tags” or “Keep my existing tags and add any that are missing”.

   Note: If you’re tracking things like Omniture or different types of analytic software, you can keep them there and then still add UTM tags to it.

   

5. Now, go to “Google Analytics”, you will see there “Acquisition” and under that are options for “All Traffic”, “Adwords”, “Search Console”, “Social”, and “Campaigns”.Under “Campaigns” you can see the option for “All Campaigns”.

   Right next to it, are your campaigns.

   

6. On the “Campaign” section, click on the campaign that you would like to check. 

   In the given example, we selected “Bing/CPC”.

7. Now, it will show you the “Source/Medium” of all the traffic. The source of the traffic is “Bing” and the “Medium” is “CPC (Cost-Per-Click)”.Click the “Secondary dimension” drop-down box.

   

8. A search box will appear after doing so. You can type here the information that would give you the details about the source of the traffic.In the given example, “Keyword” was typed in the search box.

   

9. As you can see, the “Keyword” that drove this session is “Nautical+Bathroom+Lighting”.
10. You can also see what “Ad Content” is driving this session.Go back to “Secondary Dimension”, click on the search box, then type “Ad Content”, then select “Ad Content” from the option box.

    
    

11. You can see that the “Ad Content” that drove this session is “Nautical-bathroom-ad-1”.Note: That’s how you set-up “UTM Tracking” in “Google Analytics” and those options will be all up to you.

    Finally, you can now go back to the “All Campaigns” screen.

    

12. In the “All Campaigns” screen, you will see an option on the lower-left side of the screen for “Conversion Tracking”.Click on “Conversion Tracking”.

    
    

13. Now, what you need to do is to create “UET Tags (Universal Event Tracking Tags)” which is basically Bing’s conversion pixel and you have to create a “Conversion Goal”. 

    
    

14. To begin, click on “Get Started”. 

    
    

15. Then, click on “Create UET Tag”.
16. Now, type in your “UET tag name” and your “UET tag description”.In the given example, the user typed the name of his website and the website’s description.

    Note: This pixel will be added to your website, so you have to add it to your website when you do it.

    

17. Next, copy the “UET Tag Tracking Code”. You can select if it’s a “JavaScript” or “Non-JavaScript”.Once you have the copy, click “Done”.

    Note: As you can see there are other options besides “Copy”, which are “Download”, for saving it for later and “Email”, if you have an advertising company you can email it directly to them.

    

18. And now, you have successfully created a “UET Tag”.All you have to do next is to add it to your website.

    

19. What you need to do next is go to “Appearance and Editor”.There are two different ways that you can add it to your website. First, you can add it directly to your code and second, you can use a tag manager plugin for “WordPress”.

    You can either go to the “Header.php” or the “Footer.php”.

    In the example given, “Footer.php” was chosen by the user.

    
    

20. On the “Edit Themes” screen, this is where you will paste the “UET Tag” that you created earlier.
    
    You can either paste it between the “Head Tags” or the “Body Tags”.In the example given, the “UET Tag” was pasted right above the “Body tag”.

    

21. After you paste the “UET Tag”, scroll down and click on “Update File”.
    
    
22. Once it is updated, you will see on the upper-left of the screen where it says “File edited successfully”. 

    Note: Once you click on “Update File”, the “UET Tag or Universal Event Tracking Tag” will be in every single page of your website so you will be all set to track conversions. Every time someone visits a page on your website everything is tracked through Bing. 

    
    

23. Now, you need to go back to the “Campaigns” screen.You will see that the “Tracking Status” still says “Unverified”, that is because everything needs to be set up properly.

    After creating your “UET Tag”, what you need to do is click the “Conversion Goals” option that is located on the left side of the screen.
    
    

24. Then, click on “Create Conversion Goal”.
25. On the “Create Conversion Goal” page, you have to create a name for your “Conversion goal”.
    
    There are a lot of things that you can do on this page.When you click the radio button for “Destination URL”, whatever you “Destination URL” is, it will track every time someone visits a web page as a conversion.

    This is very useful as well when you own an “E-commerce” website to track conversions on your website.

    In this example, “Giveaway Thank You” was the chosen name.

    Then, click on “Next”.

    
    

26. Next, type the “Destination URL” for your page.Note: Based on the example URL that is given, every time someone visits your “Giveaway” page and fill out the form, once they hit “ENTER”, they will be routed to your “Destination URL” which is the “Thank you” page.

    

27. As previously mentioned, the “URL” will change based on the set-up that was done on the page.
    
    The “Destination URL” on the previous example was “http://www.beachfrontdecor.com/giveaway”, when they hit “ENTER” after filling out the form they will be routed to “http://www.beachfrontdecor.com/thankyou”.
    
    
28. Now, you will see a lot of options for completing your “Conversion Tracking”.•“Scope” – This is where you can choose to put it on a specific account or across all account.
    •“Revenue Value” – This is where you can set-up for “Value Conversion” for sales.
    •“Count” – You can choose how you want your conversions to be counted.

    For “All”, if one ad click leads to three purchases, that will count as three conversions. For “Unique”, if one ad click leads to three purchases, that will count as one conversion. This is also good for multiple purchases so they don’t need to sign-up multiple times.

    •“Conversion Window” – You may enter a conversion period of up to 90 days.
    •“UET Tag” – Type in the “Universal Event Tracking Tag” that you just created.

    Once you have finished setting up, click on “Save”.

    

29. On the next page, you will see where it says “Congratulations! Your conversion goal is created. Check back in a few hours to see if Bing Ads has verified that it is recording conversions”.Note: If you go in and create a campaign where people are going to your giveaway page and then they go to your thank you page (based on our example pages), then they’re going to hit as a conversion that you can track directly to Bing and you can optimize it as well.

    

30. Now, we go back to “All Campaigns” so we can set-up your campaigns properly.Click on “All Campaigns” located at the left side of the screen.

     

    
    
    

31. On the “All Campaigns” page, click “Create Campaign”.
32. Afterward, you will be on the “Create a campaign” page.Then, click on “Visits to my website”.

    Note: If you are setting the conversion of a campaign, go to “Conversions on my website”.

    

33. Under “Campaign settings”, type the name of your campaign in the “Campaign name” field.In this example, we named it “Beach Bedding”.

    Note: If your website does not have the cart page or check out page, this will help you to track your sales analytics on your website.

    
    

34. Then, under “Campaign budget”, you can choose from “Individual budget” or “Apply a budget from the Shared Library”.Note: Applying a budget from the Shared Library is a bit advanced.

    
    

35. Next is “Language”. You can choose your desired language for your campaign by simply clicking on the “Drop-down” arrow.
    
    
    
36. After that, you can choose where you want your ads to appear under “Location”. You can choose from “United States, Canada”, “All available countries/regions” and “Let me choose specific locations”.

    Note: However, If you choose “Let me choose specific location”, it will prompt you to enter your target location.

    Once you entered your desired location, click the magnifying glass icon in the search box.

    In this example, we used “United States”.
    
    

37. Once you have your desired location, click on “Target”.Note: Your selected location on the map will be marked in green.

    
    

38. Now, it will ask you “Who should see your ads”.You can choose from “People in your targeted locations” or “People searching for or viewing pages about your targeted locations”.

    After that, click “Save and go to the next step”.

    Note: If you choose “people searching for or viewing pages about your targeted locations” and you are not able to sell to those places, your campaign would be rather useless.

    

39. Under “Ad group & keywords”.You have to type the name of your page under “Your Website”.

    After that, you will automatically get suggested keywords under “Get keywords suggestions” at the right-hand side of the screen.

    In this example, we used the URL of “http://beachfrontdecor.com/tommy-bahama-bedding-sets/”

    Lastly, type in your “Ad group name” under “Ad group name”.

    Note: To receive better keyword suggestions, you must copy and paste the URL of the page that you are promoting.

    
    

40. At this point, it will ask you to enter keywords.Note: It is important that you have knowledge of PPC Keywords.

    
    

41. In this example, we have four different types of keywords.First, is “Broad match”. Next, is “Modified broad match”. Another one is “Exact match” and the last one is “Phrase match”.

    Note: Broad match keyword, which has no plus sign, no quotes, no brackets, will trigger your ad to show when someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemming, related searches, and other relevant variations.

    •Broad match keyword with a modifier sign (+) before the word will allow your ads to be more restrictive around the specific queries.
    
    •Exact match keyword has a “[bracket]” before and after the word. It shows your ad when a searcher types the exact word or phrase you are bidding on.

    •Phrase match keyword has a quote (“) before and after the word. It allows your ad to show only when someone's search includes the exact phrase of your keyword or close variations of the exact phrase of your keyword.

    
    

42. If you want to add more “Ad group”, you can click on “+ Add new ad group”.Once you have your ad group set up, you can click “Save and go to the next step”.

    Note: The key to creating great Bing Ad Campaigns is your ads all need to be different through landing pages, all need to match your ad groups and you need to be sending the most relevant search queries, the most relevant pages on your website.

    

43. Once you’ve clicked “Save & go to the next step”, you will be directed to the “Campaign Settings” page.On the same page, click on “+Create ad”.

    

44. To start with creating your ad, you need to go to your websites landing page and copy your website’s URL.
    
    
45. After copying the URL, you can now paste it into the “Final URL” box.Next, you need to put the name of the page of the first ad in “Title Part 1”,

    Note: In this example, we are using the “Tommy Bahama Bedding Sets”.
    
    Then, click “Save and create another to create another ad”.

    

46. You can now see that you have created two ads.
    
    In the meantime, you also need to create ads for the other ad groups, this will have the same process as earlier for “Creating Ad”.Note: You have to create two ads for every ad group since Bing is automatically optimizing the ads, and if you are optimizing for conversions, Bing will keep on serving the ad that is driving the most conversion.
    
    
47. Once you are done creating ads, it should look like the example given.Note: You have the ad groups separated out. The first ad group is the “Tommy Bahama Bedding”, followed by the “Beach Bedding” and lastly, the “Nautical Bedding”.

    

48. Now, we are going to add “Ad Extensions”. The first thing you need to do is go to “Campaigns” then click on “3. Ads & ad extensions”. 

    

49. After that, you need to scroll down to “Ad Extensions” and click on it. 

    You will see there a drop down of options for “Sitelink Extensions”. 

    

50. To add “Sitelink Extensions”, click on “+ Add new Sitelink Extension”.
51. Next, you need to add a “Link Text”.After that, add the “Description” which is also optional.

    Then, simply add your “Final URL” for your “Landing Page”.

    Note: What you want to do is create pages that make the most sense when you are driving traffic to different pages on your website.

    

52. Next, if you would like to set up a tracking parameter you can do that as well. You can set it up on selected days and hours when this runs.Click on “Selected date and hours” to set up your tracking parameter.

    

53. Once you have finished setting up your “Sitelink Extension”, click on “Save”.
54. After that, you will see the “Available Sitelink Extensions” and the “Selected Sitelink Extensions”.Click on the “Selected Sitelink Extensions”.

    Then, click on “Save”.

    

55. Your new “Sitelink Extensions” will now appear.Note: So what you want with the sitelink extensions is to add things that will enhance your ad and help people who are searching for your products so you would add at least four sitelink extensions for every campaign ad or create an ad group extension. It’s something you need to pay attention to and make sure you have added to every campaign.
    
    
56. The “Find A Store Near You” and “Sign Up for Email & Save” are examples of “Sitelink Extensions”.
57. Another option is “Callout Extensions”. To add “Callout Extensions”, click on “+ Add new Callout Extension”. 

    

58. Then, type in your “callout text”. Once done, click on “Save”. 

    Note: Callout Extensions as best used for selling out promotional offers. These “Callout Extensions” are also a little bit quicker to add, so you can just save then add another one. This will hopefully set you apart from your competition.

59. You can now see your “Available Callout Extensions” and “Selected Callout Extensions”. After that, click on “Save”.
60. The “Shop our Huge Selection”, “A Zillion Things Home”, and “Something for Everyone” are examples of “Callout Extensions”
    
    Note: “Callout Extensions” look kind of like they are part of the description but they actually are an ad extension. It also works better on mobile devices. This is also very similar to “Google Adwords” same extensions and everything. 

    
    

61. Next is adding “Structured Snippet Extensions”. Click on “+ Add new Structured Snippet Extension”.
62. Now you will see a drop down that has “Amenities” as its default option. Click on the drop-down to reveal other options.
63. Next, a list of options will appear on the drop down. Select the type of business that you have.
64. After that, enter the information of the brands you are marketing in the “Values” field. Once done click on “Save”. 

    
    

65. The options under “Brands” is a sample of “Structured Snippet Extensions”.
66. Other extensions that you may find useful are located at the bottom of the screen are:•Location Extensions
    •Call Extensions
    •App Extensions
    •Review Extensions

    Note: If you have a mobile app then you can add that to your Bing ads campaign for “App Extensions”.

    

67. For adding “Location Extensions”, simply click on “+ Add Location Extensions” then, you just have to enter an address if you have a storefront or a local business that you want to add location extensions. 

    
    

68. Here is an example of a “Location Extension”.
    
    
69. For adding “Call Extensions” click on “+ Add Call Extensions”. 

    

70. First, you have to enter a telephone number to the “Phone Number” field.After that, you just click on “Save”.

    

71. This is a sample of “Call Extensions”.Note: Call Extensions only work on mobile devices, the phone number listed will be a clickable button if you are using a mobile device.

    

72. For adding “Review Extensions”, click on “+ Add Review Extensions”. 

    
    

73. Next, type in your “Review Text”, you can also choose to “Paraphrase” the review text or “Source” the URL. Once done, click on “Save”. 

    Note: If you have a big brand or something like that, then it makes sense to add review extensions.
    
    
    

74. And lastly, below is a sample of “Review Extensions”.
75. This is the final step for your campaign, on this part of the process is where you will decide on how much you want to bid for your keywords.Go to “Campaigns” and look for “4. Budget & Bids” then click it.

    

76. As you can see here, beside the “Campaign Budget”, is the “Individual Budget”. This is where you will put the amount that Bing will spend on your campaign.Note: Think of your individual budget as monthly budget instead of daily, as Bing will try to keep that total budget and spend it perfectly within 30 days. Let’s say your budget is $600, so that will be $20 per day for 30 days.

     

    

77. Now, click on the drop down box beside “Bid Strategy”, then an option will appear on how you want to manage your bids.In this example, we are going to use “Manual: Use the bid I set”.
    
    Note: If you want to do automated bidding choose “Maximize clicks (automated bidding): Set my bids to get the most clicks”. But if you are optimizing for conversions you have to choose “Enhanced CPC: Adjust my bid to get more conversion”.

    

78. After you choose your “Bid Strategy”, it will show you some estimated bid values for your ad groups under “Ad group bid”.If you’re not sure what to bid, you can use the “Bing ads keyword planner” or “Google keyword planner”.

    Once you place your “Bid” it will automatically adjust and give you a forecast for the different ad groups depending on your bid.

    Note: For product based bids, you’re going to have to bid usually at least a dollar if they’re driving sales. You can always start with a dollar and you can always adjust it up and down.
    
    

79. Now, if you want to know how your ad is distributed, click on the “Advanced campaign settings”.Note: You can also adjust bids for specific “Locations”, “Ad schedules”, “Devices” and there is also an option for “Other Settings” that is applicable to your campaign.
    
    
80. Let’s say, you want to adjust your bid on a certain device, just click on “Device”, choose which device bid you would like to adjust for increasing or decreasing your bid.Then, enter the percentage that you would like to bid in the specified box.

    

81. You can also adjust the schedule when your ads will run.You can simply put the “Start Date” on when your ad will run. After that, you may set up the “End Date” or you can click on the radio button for “No End Date”.

    

82. There is also an option for “Targeted Days”.Just click on the drop-down arrow below “Targeted Days”.

    A list of options will appear starting from “Sunday”, “Monday”, “Tuesday”, “Wednesday”, “Thursday”, “Friday” and “Saturday”, or simply the option for “Monday-Friday”.

    Choose your desired schedule then scroll down and click on “Save”.

    

83. On the same page, click on “Location” to adjust your bids for a specific location. 

    
    

84. Still on the “Advance campaign setting” page,Under “Other Settings”, click on the “Ad distribution” to see where your ads are showing on the Internet.

    Note: It is recommended to select the “All search networks (Bing, AOL, and Yahoo search and syndicated search partners).
    
    Don’t forget to click on “Save” when you are done checking your ads distribution, adjusting bids on locations and certain devices, and checking your schedule.

    

85. Once your campaign is created, click on “Got it” so you can go over your campaign page real quick.
    
    
86. Now, back to the “All Campaigns” page, to review your “campaign Ads”, click on your campaign page.In this example, we clicked on “Beach Bedding”.

    

87. To check on a keyword, just click an ad on your ad group. 

    In this campaign page, you will see three different ad groups, the “Tommy Bahama Bedding”, “Nautical Bedding”, and “Beach Bedding”.Here, let’s click on the “Tommy Bahama Bedding” ad to check the keywords.

    

88. A list of keywords will appear on the same page.Now, click on “Add keywords” if you want to add another keyword.

    Note: You can also see here the “Bid strategy type” that is set on “Manual” since we choose the “Manual: Use the bid that I set” and also the “Match Type” for your keywords if it’s “Exact” or “Broad”.
    
    

89. Once you clicked on “Add keywords”, this will appear on your page. You have to type in the box your new keyword, click on “Save” when you are done adding keywords.In this example, we are going to add “tommy bahama quilts” as a keyword.

    

90. Now we can see the newly added keyword which is the “Tommy Bahama Quilts”.Note: The keywords that do not have a plus (+) sign before each word is an “Exact” match type, while those that have a plus (+) sign are “Modified Broad” match type.
    
    
91. You can also edit the match type of your keyword.Just simply click on the pencil icon beside the words “Broad”, “Phrase” or “Exact”.

    

92. Then, choose if you want it to be “Broad”, “Phrase” or “Exact” match type.After choosing, click on “Save”.

    

93. To check on your ads, you just have to click on “Ads”. 

    When someone clicks on these ads, they will go straight to the landing page.In this example, we clicked on the “Best Tommy Bahama Bedding – Beautiful Quilts & Comforters”.

    

94. Once you clicked on the “Best Tommy Bahama Bedding – Beautiful Quilts & Comforters” ad, you will be directed to this landing page.
95. At this point, you can now start monitoring your campaign and you can always check how everything is performing. Just click on “Campaigns” on the “All Campaigns” screen.
    
    
96. And lastly, you can also track your campaign ads using “Google Analytics”. 

    Just log in to your Google Analytics account if you want to track your campaign ads performance.Note: If you see your “Average Session Duration” is 10 seconds and one page per session, then maybe it’s not a good keyword, maybe your landing page is not that great, maybe your ad stinks as well. So you may want to change some things in your ad to make it more effective.
    

97. Lastly, the ultimate goal with Bing Ads is when you create Campaigns Ads and they clicked on the information on your ad, for example, you’re looking for a plumber and a local plumbing service pops-up.Their phone number is also listed as an extension on their ad, once you click on it, you will be directed to their landing page and you will be able to contact them directly. Now that’s a perfect ad. You may want to keep optimizing your campaigns as you go.

     

    
     

And that’s how you set up Bing Ads and how to use Bing Ads to make money!

Note: this tutorial is modified and based off of a great video tutorial you can find here: https://www.youtube.com/watch?v=HFquEne554Y