Bing Ads Marketing Personal Use Ebook

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You can also utilize a feature called Enhanced Sitelinks (ESL) to add up to two lines of descriptive text to your ad as well as enable larger headlines.

Remarketing

When users are searching for products and services, it’s rare that they convert on their first visit to a website. In fact, 96% of visitors will leave a website without converting. What usually happens is that they visit a site, check out competitor sites, and compare prices and features, etc.

The average website has a bounce rate of more than 60% for new visitors, and a shopping cart abandonment rate of 70%+. This is where remarketing comes into play. With remarketing, you can use ads to reach site visitors based on actions they take on your website.

Here are just a few of the types of audiences you can target via remarketing:

General visitors – people who visited any page on your site

Product visitors – people who viewed specific pages or products on your site

Shopping cart abandoners – people who placed products in their cart but left the site before they completed the checkout process

Lead form abandoners – people who filled out a lead form but did not submit it

Recent converters – people who have recently completed a purchase or submitted a lead form (these people are perfect for cross-selling and upselling!)

Loyalty members – current customers segmented by how much and how frequently they purchase from your site

Before you can target visitors using remarketing lists, you’ll need to set up Universal Event Tracking (UET) on your site so that Bing can collect visitor info. We’ll talk more about that below in the Tracking Results section of this guide.

When using remarketing lists for advertising, you must first create an association between the remarketing list and an ad group. There are two different types of associations:

Targeting Association – shows your ads to people in the remarketing list

Exclude Association – prevents people in the remarketing list from seeing your ad

You can also combine multiple user behaviors in your remarketing advertising. Here’s an example of how that could work:

1. Create a remarketing list for anyone that has put items in their shopping cart

2. Exclude anyone who has completed a purchase

or

1. Create a remarketing list for anyone that has visited mysite.com/cart

2. Exclude anyone who has visited mysite.com/thankyou (confirmation page)

Dynamic Text Ads

Dynamic text ads allow advertisers to automatically insert words or phrases into Expanded Text Ad titles, ad text, paths, or final URLs. Dynamic text ads are more relevant and can help improve CTR, CVR, quality scoring, and ad placement.

There are two types of dynamic text options:

Keyword – customize ad title or text based on search queries

Display URL – change the display URL based on search queries

Bid Optimization Strategies

There are a variety of bid optimization strategies you can utilize for your ad campaigns. You can bid a static amount on keywords or make your bids adjustable based on peak or low traffic volumes. Here are some of the strategies you can choose from:

Manual – you set your own ad group and keyword bids and Bing uses these bids every time

Enhanced CPC – you set your own ad group and keyword bids and Bing automatically adjusts your bids in real time to increase the odds of conversion

Maximize clicks – Bing automatically sets your bids in real time to get as many clicks as possible while remaining within your budget

Maximize conversions – Bing automatically sets your bids in real time to get as many conversions as possible while remaining within your budget

Target CPA (cost per acquisition) – Bing automatically sets your bids in real time to get as many conversions as possible while keeping your average cost per conversion in line with your targeted amount

Ad Copywriting Tips

When writing your ad copy, think about what would compel your perfect customer to click on your ad. It’s actually much simpler than most people think. There are three main things you need to consider as you write:

Relevancy – use relevant keywords in your ad title and text

Call-to-Action (CTA) – use action words that encourage immediate clicks

Value Proposition – highlight the benefits of your products/services

Don’t worry about writing THE perfect ad. Instead, create multiple different versions of ad copy and test them all! You may be surprised when you find out which one performs best.

Other Details

- 1 Ebook (PDF), 18 Pages
- Templates And Tools
- Year Released/Circulated: 2021
- File Size: 588 KB

License Details:

[YES] Can use

[NO] RESELL OR GIVEAWAY