Driving Traffic By Using Bing Ads

There are many ways to drive traffic to a website. Today I want to talk using Bing ads, that is, pay per click (PPC) advertising on Bing search engine. If you have ever used PPC advertising, you might be familiar with the method. If not, let me explain how it works…

Basically, once you register with an account, you’ll create ads that will appear, usually in the right column of the search results and as with Google, also in the top 1-3 spots in the search engine results. I’m sure you’ve seen them.

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The system involves getting a list of keywords and bidding for each one of them, so that when someone searches for that keyword, your ad will appear. Where do you get this list of keywords? From the search engines. Each one of them has a keyword tool that will give you a list of keywords people are searching for, plus the bid price you would need to pay to be on the first page.

This is a HIGHLY EFFECTIVE way to advertise, as your ads are very, very targeted to the people you are trying to reach.

Google Adwords is the most popular PPC system today. However, because it’s gotten so popular and more and more people are advertising, prices have been driven up – SKY HIGH in many cases. Sometimes, it’s very hard to make a profit.

However, an alternative to Google is Bing and if you want to drive cheaper traffic, it’s definitely worth looking into. I know because I recently started a Bing advertising campaign and I found out it’s VERY effective and pretty inexpensive – cheaper than solo ads by far.

One thing you should know is that your bid price is the MAXIMUM price you are willing to pay. Many times you won’t pay this, but will actually pay less. This is because the search engines figure out the price by taking all the bids for that keyword and ordering them based on bid amounts and other factors to come up with the price you’ll pay.

For example, if you are bidding .50 for “traffic to Bermuda” but the highest bid from all advertisers is .26, then to reach the #1 position, your bid will only need to be .27. Does this make sense?

There is more to it than that though. The search engines have their own algorithms for figuring bid prices and positions of ads. Another factor that comes into play is your quality score.

Quality score is number they assign to your ad based on your click through rate, the wording of the ad itself, and the landing page (link) in the ad.

For example, if your ad says “Get the best rate on car insurance now” and your link goes to a website about baby food, your quality score will not be good.

Here’s another example. If your ad says “learn how to invest in the stock market” but you bid on the keyword “how to get rich” your ad probably won’t get many clicks, so your quality score will suffer.

Bing is great for cheaper traffic! My campaign involves making money on the internet and I’m getting clicks for around .18-.22 each. This is far less than solo ads, where I pay an average of .40 per click. If you bid on the right keywords, have relevant ads, and get clicks, you can have these results too.

Like anything though, there are right ways and wrong ways to do it. Bing offers a lot of help files and actually tech support people that will help you. In my experience, I’ve had some excellent customer service.

If you’re looking to drive traffic to your website or squeeze page, I would definitely recommend trying a few campaigns on Bing.


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