Microsoft Ads: A Beginner's Guide 2023
aroundknowledge.co.id – Microsoft Ads – Advertising on search engines is a great strategy if you want to drive traffic to your site and get sales for your products or services. Search ad spending continues to grow each year. The market could reach $112 billion by 2023 in the US alone.
While Google Ads remains the most popular search advertising service, Microsoft Advertising (formerly Bing Ads) comes in second with over 1 billion monthly active users. Entrepreneurs and businesses are finding that running campaigns in Microsoft Ads can help them achieve and exceed their business goals.
But if you're new to search advertising, it may seem overwhelming. Are you okay. We've got you covered. In this article, we'll look at all the basics you need to know to start running your own Microsoft Ads campaigns.
What is Microsoft Ads?
Microsoft Ads is a pay-per-click (PPC) platform that enables brands to advertise their products and services on the Bing search network and partner networks (Yahoo and AOL). Ads appear at the top, bottom or side of Bing search engine results pages.
Running Microsoft Ads enables businesses to reach a wide variety of audiences, including demographic groups that are difficult to reach on other platforms. In terms of settings and features, Microsoft Ads works similar to Google Ads.
You bid on certain keywords that you think people will search for, then wait for Bing to match the searches made on the platform. A successful match will trigger the search engine to show your ad alongside the organic search results.
Microsoft Ads also has targeting filters you can use to control which platforms and devices can show your ads. For example, if you want your ads to only appear on mobile devices, you can select the Mobile Traffic option to filter ads on desktops and tablets.
How to Create a Campaign with Microsoft Ads
With Microsoft Ads, you can reach millions of people using the Bing search engine to find your products and services. To launch your first campaign on the platform, follow these steps:
1. Create a Microsoft Ads Account
Go to the Microsoft Ads homepage and click the green register now button. Follow the prompts to enter the required details such as email address, phone number and business location. When finished, read and accept the terms, then select Create new campaign.
Note: If you already have a Microsoft account, simply enter your email address and password and Microsoft will create an Ads account for you.
2. Set Campaign Goals
Next, Microsoft Ads will ask you to choose a campaign objective. Options include:
- Visit my website
- Call to my business
- Visit my business location
- Convert my website
- Selling products online
You can start your campaign by selecting a goal, but make sure you choose something that fits your business goals. For example, if you want to increase your online sales, selecting “Sell products online” as your campaign goal is a good choice.
3. Keyword Selection
Choosing the right keywords is very important to create a search advertising campaign. You can do detailed keyword research using the Microsoft Keyword Planner.
Typically, advertisers need to click Tools in the header of their account dashboard to access the Keyword Planner, but for their first campaign, it will appear directly. Start by entering keywords related to your products and services, then research the results presented.
What are your average monthly search statistics? How competitive are the top ranking bids? Do keyword variations result in lower suggested bids? Based on your findings, create a keyword list to use in your campaign.
4. Select Ad Type
Once you've selected your goals, it's time to set up ad settings and targeting. Microsoft offers two types of ads for you to choose from: search ads and targeted ads.
Search Ads appear at the top of search results, while Lead Ads appear in locations where they don't searchable on sites such as Microsoft Edge, MSN, Outlook, and other partner sites (for example, in article). Most novice advertisers start with search ads. Because it's easier to set up and much more convenient to manage than lead ads.
5. Create Your First Ad
The platform will now ask you to create your first ad. You will see a page with options to add:
- Business Name
- Images (up to 6, ads shown one by one)
- Long title (up to 90 characters)
- Short title (up to 30 characters)
- Ad text (up to 90 characters)
- Final URL (for desktop and mobile)
Once added, click Save to continue.
6. Set Daily Budget and Bid
At this point, Microsoft Ads will ask you to set a daily budget. Please enter an amount that is not onerous. This is the amount you will pay each day until your ad is active.
This allows Microsoft to estimate the number of clicks and impressions your ad may get. You can also see the monthly maximum amount in the Daily Budget field, which is the maximum amount that Microsoft Ads will charge per month.
Beyond that, you can choose how much to bid for your ad set. You can use our recommended minimum bid or choose a figure that reflects the average cost-per-click for Microsoft Ads in your industry.
Be careful not to put your bidding strategy on auto-adjustment. Adjust your bid based on how your ad is performing. For example, if a certain ad results in significantly more conversions than expected, you should increase the bid adjustment for that ad.
7. Add Payment Information
After setting a budget, enter your business and payment information. Microsoft then offers two payment options.
- Prepay: You'll need to prepay for ads the following month.
- Postpaid: You have to pay for your ads at the end of the month.
However, the company only accepts debit and credit card payments for postpaid plans. This makes the “advertise now, pay later” option less appealing to many. If you'd like to use an alternative payment method to cover advertising costs, you'll need to select Prepaid.
8. Campaign Begins
Finally, click Save to launch your first Microsoft Ads campaign. Your ads will appear when people search for your targeted keywords on Bing, AOL, Yahoo, and syndication partner sites like MSN and Outlook.
You can monitor campaign performance to find out which ads your target audience prefers. You can then improve those ads and get better results. That said, it's better to be an informed advertiser.
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