Wie wäre es mit Anzeigen auf Bing? Einfach und effektiv!

When online advertising is mentioned, most people automatically think of Google Ads. However, there is another search engine that can bring you great results - and that is Bing. Despite having a smaller market share than Google, ads on Bing can be very effective, and often at a lower cost. If you want to differentiate yourself from the competition and reach new customers, Bing may be the right choice for your marketing mix.

What is Bing?

Bing is the world's second largest search engine, developed by Microsoft. Although it has a smaller market share than Google, it still has millions of users who use it daily. Bing is integrated into products such as Windows, Xbox and other Microsoft services. For example, on Windows work computers, Bing is often set as the default search engine. As a result, you can reach a wide range of users who use Bing on a daily basis - especially from the business-to-business (B2B) sector, where Microsoft has a large presence.

How to create an ad on Bing?

1. Create a Microsoft Advertising account

If you want to run ads on Bing, the first step is to create an account with Microsoft Advertising (formerly Bing Ads). This platform is used to manage your ads on Bing, similar to Google Ads for Google.

• Visit the Microsoft Advertising website(https://ads.microsoft.com/)
• Click the "Sign up now" button (if you already have a Microsoft account, you can use it to sign in)
• Fill in basic information such as email, password and company details.
• You will then be redirected to the Microsoft Advertising environment where you can begin setting up your campaign.

2. Selecting the type of campaign

Once your account is created, it's time to select your campaign type. Microsoft Advertising offers several campaign types depending on your marketing goals. The most common options include:

• Text Ads: The most traditional form of advertising that appears as text on search results pages.
• Shopping ads (Bing Shopping): Display products along with an image, price, and short description.
• Image ads: A progressive way to engage users with visually appealing content.
• Dynamic Search Ads: Automatically generate ad text based on your store's content.

3. Setting basic campaign parameters

After selecting the campaign type, you set a few basic parameters:

• Campaign name: Select a descriptive name that allows you to easily distinguish between campaigns.
• Daily Budget: decide how much you want to invest in advertising per day. This budget can be adjusted later.
• Campaign Focus (targeting): Determine where you want your ad to appear - you can choose geographic targeting, such as by city, region or even country.
• Language settings:Select the important languages spoken by your target audience.
• Timing: For example, you can set your ads to show only on weekdays, or even at specific times during the day.

4. Keyword selection

As with Google Ads, keyword selection on Bing is critical to the success of your ad. Microsoft Advertising allows you to add:

• General keywords: E.g. , "cheap shoes"
• Specific keywords: E.g. ,,buy white sneakers online".
• This way, the ad will only appear if the user types in the query anyway.
• Phrase match: Keywords that allow the ad to appear if the user enters a search query containing your phrases, perhaps with additional words before or after them.

5. Create an ad

Now comes the actual ad setup. For text ads, you'll need to create three main sections:

• Headline: This creates the first impression of the ad. You can add up to three headlines, each with a maximum of 30 characters. Headlines should contain keywords and be as enticing as possible.
• Description: This is where you explain why the user should click on the ad. You have room for 90 characters here.
• Display URL: The address that will be displayed to users when their ad appears. It should be simple and telling about where it will lead.

6. Bid Strategy

On Bing, set up a bidding strategy that determines how much you're willing to pay per click on your ad. You can choose from several options:

• Manual Bidding: You determine how much you want to pay per click (CPC).
• Automated Bid: Bing automatically adjusts bids based on the likelihood of your ad reaching its goal (e.g., increasing conversions).
• Enhanced Bidding: Bing will automatically increase or decrease your bids in real-time based on the likelihood that a user will convert.

7. Einstellungen für Anzeigenerweiterungen (Anzeigenerweiterungen)

Microsoft Advertising bietet Anzeigenerweiterungen, die die Sichtbarkeit erhöhen und die Anzeigenleistung verbessern. Zu den gängigen Erweiterungen gehören:

• Linkerweiterungen auf Unterseiten: ermöglichen es Ihnen, unter der Hauptanzeige zusätzliche Links hinzuzufügen, die Nutzer zu verschiedenen Teilen des Onlineshops weiterleiten.
• Anruferweiterungen: Zeigt eine Telefonnummer an, damit Kunden problemlos anrufen können.
• Standorterweiterung: Fügt Informationen über den physischen Standort Ihres Unternehmens hinzu, was besonders für lokale Unternehmen nützlich ist.

8. Leistungsverfolgung und -optimierung

Sobald Sie eine Anzeige geschaltet haben, ist es wichtig, ihre Leistung mithilfe der Analysetools von Microsoft Advertising zu verfolgen. Sie ermöglichen es Ihnen, Folgendes herauszufinden:

• Welche Keywords liefern die besten Ergebnisse.
• Welche Anzeigen haben die höchsten Klickraten (CTR).
• Wie viel kostet es Sie pro Klick (CPC) und wie hoch ist die Gesamtrendite (ROI).

9. Kampagnen aus Google Ads importieren

Wenn Sie es bereits verwenden Google-Anzeigen, Microsoft-Werbung bietet die Möglichkeit, Kampagnen zu importieren. Dieser Vorgang kann viel Zeit und Mühe sparen. Klicken Sie einfach auf die Schaltfläche „Kampagnen importieren“ und melden Sie sich bei Ihrem Google Ads-Konto an. Sie wählen dann aus, welche Kampagnen Sie übertragen möchten, und die Plattform richtet sie automatisch ein Bing.

Fazit

Bing-Anzeigen sind eine großartige Gelegenheit, neue Kunden zu erreichen und den Gewinn zu steigern. Mit weniger Konkurrenz und niedrigeren Kosten pro Klick können sie eine profitable Ergänzung Ihrer Marketingstrategie sein. Wenn Sie Google Ads bereits verwenden, ist der Import Ihrer Kampagnen in Microsoft Advertising eine schnelle und einfache Möglichkeit, Ihr Unternehmen auf eine andere Plattform auszudehnen. Testen Sie Bing Ads und entdecken Sie ihr Potenzial!

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