Recently, I attended a conference in which Bing (Microsoft) offered some excellent tips on getting into the Pay Per Click (PPC) game with Bing/Yahoo. Here's what they had to offer:
- Be in the PPC race. Bing currently controls 20-25% of the Pay Per Click market, so you should consider taking advantage of some opportunities there.
- Bid by match type. If you bid on "broad" types, do not leave "exact" and "phrase" bids empty. Set your bids across the system.
- For all new terms, bid .40 (cents) minimum. "Phrase" types should be at 75% of the "exact" bid, while "broad" should be 85% of the "exact" bid.
- Use the incremental bidding feature.
- Expand your exact keyword list.
- Use the Bing Excel plug-in for PPC (Microsoft Advertising Intelligence).
- Use the Bing Desktop tool. This will allow you to import campaigns from Google Adwords.
- Maintain a balanced budget.
- Maximize your PPC potential. Manage your mobile campaigns separately. Also, you want to make sure your landing page(s) include a keyword within the URL and within the page content (I'm always surprised when these options are overlooked in PPC campaigns).
Everyone runs to Google Adwords when seeking online advertising opportunities, which makes perfect sense since Google earns more traffic than any other search engines. However, businesses quickly discover Adwords is more expensive than Bing.
Give Bing a chance. It's a good place to start if you're a beginner in PPC, but it's also worth a portion of your online advertising budget.