August 17, 2016 in Tips by

Bing? Really? Everyone knows that Bing has a fraction of Google’s users. Why would you want to spend money to advertise on their network?

I’m suggesting this because it is significantly cheaper that AdWords. Over the last month I’ve done a test (using the small campaign I describe, below). I paid one-fifth of the cost per click on Bing and received many more leads than I did with an AdWords campaign over the same time.

It’s not just me. A couple of my clients have very cost-effective BingAd campaigns. Some of these are in highly competitive (and expensive) areas.

I’m not suggesting you invest thousands into Bing (although, like I said, it works).  I am suggesting you setup a small BingAds campaign. I think you’ll get a lot out of a little money (and time).

What is a “Small” Bing Ads Campaign”?

Just what do I mean when I suggest you start a “small” campaign?

Let me explain why I’d setup your small campaign in this way. I’ll show you all you’ll get from this, too.

What you will get from a “Small Bing Ads Campaign”?

This is not a campaign that will make your company rich. Sure, you might get a couple conversions out of this. Hopefully that they will pay for your campaign. That’s not the biggest benefit, though. We’re doing this for the information we gather. That information will pay-off, later.

Great Keyword Research Data

I’ve always used Google’s Keyword Planner for my keyword research. The problem: Google might revoke free access to this tool. Without that we would have a hard time telling:

A simple BingAds campaign could tell us this. If we test a couple phrases, we can learn this information without the Keyword Planner. This is why I suggested we use modified-broad-matches. That gives us relevant phrases that can still account for the long-tail. That’s some great keyword data for later in the campaign. Of course, as you start to identify productive keywords, change your campaign. Add negative keywords. Start bidding on exact- or phrase-match phrases, as relevant.

This is also why I suggested you setup the campaign, in the beginning, to bid the same for each word. This helps you learn which phrases people search for, more often. Once you have this initial set of data, change your bids- focusing on conversions.

It doesn’t matter that our budget is small on our campaign. We’ll still get the data we need to compare keyword phrases. In some cases, we’ll be able to bid enough to see impressions and even clicks. With some phrases, we might not be able to bid high enough to even appear on the first page of results. If that’s the case, we’ve learned something important: a lot of potential customers are searching for that phrase!

While we mourn losing free access to the Keyword Planner it’s always had limitations. For instance, the Keyword Planner can lead us in the wrong direction. Sure, a lot of people might search for a particular term- but what good are they if they won’t become a customer?

A simple BingAds campaign can tell us which keywords are likely to become customers. That’s the point of our marketing, after all.

If we have to move to third-party keyword research tools, we’re going to have to pay to use them anyway. As long as we’re paying, wouldn’t it be better to get accurate, not-sampled keyword research data from a PPC campaign? Even better if the “tool” pays for itself by generating leads along the way.

Test Your Message

Sure, with keyword research, you can know how potential customers might look for you. How do you stand apart from others who offer similar services? What message makes a potential customer chose you, over them? You could spend thousands of dollars on a branding consultant only to form an educated guess.

Or you could do your own market research with a small BingAds campaign. Try a couple different ads, each with a different message. From there you can see which of those messages produced more clicks. Even better if that message produced a new customer!

Test the Viability of a Full PPC Campaign

A small campaign can help you test the waters for a full-force PPC campaign.

The point of my exercise is not to convince you to move in to PPC. That being said, if the dollars make sense, it’s worth considering.

Open Doors to Other Marketing Channels

PPC works well with other marketing channels. Use your BingAds campaign to multiply the effects of your other marketing channels. Here are some ways you can do this:


What would you pay for a tool that could give you all these features?

But wait, there’s more!

A small BingAds campaign, might be the tool for which you’re looking. Around $100 a month, for this, seems like a good deal, to me.

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