The Bing Ads Quick Guide For Retailers 2019

Many advertisers make the mistake of forgetting that consumers use more than just Google for searching and discovering products — many use Bing’s Search Network.

If Bing ads are not a part of your digital strategy, then you are missing out on 145 million unique searchers that use Bing’s Search Network, 66 million of which cannot be reached by Google.

Here’s a quick guide on why digital retailers should invest in Bing as an advertising channel, how to get started, and some best practices from our experts.

Marketers seeking to make the most of their 2019 initiatives will want to adopt a strategy that includes Bing Ads campaigns, which have proven to drive performance for many of our clients.


seller ratings josh


-Josh Brisco, Senior Retail Search Manager & Bing Evangelist at CPC Strategy


Jump To A Section


1. What Are Bing Ads?


2. How To Get Started


3. Bing Ads Best Practices



1. What Are Bing Ads?


Bing ads are text ads that display across Microsoft’s Bing search network.

Similar to Google’s popular Search ads, Bing ads enable retailers to bid on keywords and display their sponsored results above organic results.


bing ads bing search


Why Should I Care About Bing Ads?


It’s no secret that Google holds an enormous share of online searches, which may leave advertisers wondering if Bing is a channel worth investing in.

Despite this, we believe that Bing is an important channel for digital retailers.

Here are a few reasons why:

1. Extend your reach: the Bing Network (which includes Yahoo!) has 6 billion monthly searches in the US, 12 billion worldwide.

2. Connect with searchers outside of Google: according to Microsoft, 27% of clicks on Bing are exclusive to Bing alone, with 62.5 million searchers that Google can’t reach.

3. Less competition: because fewer advertisers using Bing ads, there’s more opportunity for cheaper impressions and lower CPCs.

4. Easy to get started: Bing has made a seamless process for transferring over Google Ads data and launching your Bing account. Google advertisers will feel very familiar to with Bing’s Merchant Center.




2. How To Set Up Bing Ads


Setting up your Bing ads Ads account is quick and painless, here’s how you can get started.


Step 1: Sign Up For Your Bing Ads Account


Go to the Bing ads signup page and create your account.

If you don’t already have a Microsoft account, you’ll need to create one.


bing ads account setup


Step 2: Import Campaign From Google Ads Or Create A New One


Once you’ve created your account, you have the choice of creating a new campaign or importing a campaign from Google Ads.


import google ads to bing ads



If you want to get up and running right away, then you can import from Google Ads and the campaign settings should populate automatically.

If you choose to create your own campaign, you’ll need to fill out some basic settings.



You’ve just created your first Bing ads campaign — it’s really that easy.

However, keep in mind that not all information can be imported into Bing.

The following information will have to be recreated within the Bing platform:

  • Automated rules
  • Negative keywords libraries
  • Age and gender target
  • Ad-group-level extensions
  • Extensions
  • Remarketing lists and associations
  • IP exclusions


3. Bing Ads Best Practices


Leverage Dynamic Search Ads For Upper Funnel Visibility


Dynamic Search Ads (DSAs) are similar to text ads yet require less workload because they allow Bing’s machine learning to do much of the work for you, giving you more time focus on other parts of your business.


bing dynamic search ads


DSAs allow you to target relevant searches based on your website content, with each ad customized for search query relevancy. These ads don’t require keywords or bids, they will automatically update according to your website.

These are especially useful for advertisers just starting out or for those who have a large catalog and little bandwidth to create text ads for each product page.

“DSAs are an excellent ad unit for supporting upper funnel initiatives on the text side,” says Brisco.


Target In-market Audiences


Bing’s In-market audiences rolled out earlier this year, enabling advertisers the ability to target over 200 different audiences that are determined to be in-market for a particular product category.

Adding in this targeting for high-intent shoppers is key for driving conversions for your Bing Ads campaigns.


in market audiences bing ads


“Bing’s in-market audiences are effective and unique in that they can be leveraged for both Search and Shopping,” says Brisco.

“You’ll find that some in-market audiences that might not be as intuitive as top performers actually perform very well. Make sure to use the bid-only setting.”


Layer In Remarketing & Track Conversions With UET Tag


Targeting people that have previously been to your site, past purchasers, or audiences that have interacted with your business in one form or another is a powerful opportunity for driving lower funnel conversions and repeat purchases.

These are your most valuable audiences, and you’ll want to engage them using Bing’s remarketing lists.

Once you’ve created your remarketing lists, you’ll want to make sure you associate these audiences to your campaigns and adjust your bids accordingly.



uet tag bing shopping


Another best practice for supporting your Bing remarketing initiatives is to be sure that you are making full use of the Universal Event Tracking (UET) tag for tracking conversions and actions completed on your website.

Make sure you have your UET across the entire site because the conversion pixel doubles as a remarketing pixel.

Include Automatic Dynamic Product Extensions From Bing Shopping Campaigns


Automated Dynamic Product Extensions allow you to display Bing Shopping ad product links and pricing alongside your standard search ads.

Showing your product offering not only makes your ad more relevant, but it also has the power to funnel the searcher directly to your store and product page.


bing ads automated dynamic product extensions

“It’s especially helpful for broader searches where your ads and final URL are likely to be more category focused. You can dynamically feature product info in the extensions and draw attention to your product selection and competitive pricing.”

 Carolien Rice, Retail Search Manager at CPC Strategy


-Caroline Rice, Retail Search Manager at CPC Strategy


Bing ADPE use information from your product feed to dynamically feature product extensions when appropriate. This information is found in Bing Merchant Center.

Bing’s algorithm uses both the keyword of the text ad and your Product Ads catalog data. It then builds relevant offers to feature alongside your text ad.



  • You need to have at least one active shopping campaign with “all product” target delivering so that the ADPE can deliver.
  • Text ads and Product Ads are set up under the same CID in order for ADPE to serve.
  • Targeting is generated from the advertiser’s Product Ads feed.
  • User clicks on the ADPE are directed to the destination URL and charged a cost per click (CPC).
  • Reporting is shown as Dynamic Product Extensions.


Enhance Your Ads With Bing Automated Extensions


Automated Dynamic Product Extensions are just one part of Bing’s Automated Extensions Update.

Microsoft has released a series of automated features this year that all utilize your existing data to improve your ads automatically.

Automated Extensions work much like Google’s in that they extend the visibility and information of your ad.

These extensions pull data from your:

  • Product feeds
  • Existing ads
  • Domain pages


These extensions automatically display when activated and determined to improve your ad’s performance.


Check Your Quality Score


Just like Google’s Ad Quality Score, Bing ads also has its own Quality Score that evaluates the “quality” of your ads and can impact your cost-per-clicks (CPCs).

The Bing Quality Score is a measure from 1-10 “how competitive” your ads are in any given auction.


Quality Score


1-5 The keyword is underperforming in the marketplace – so your ads are less likely to appear on the Bing Network when that keyword is matched. If one or more of the three components of quality score are Below Average, most likely your score will be 5 or below. If you want to improve your quality score, you need to make changes to improve the poor performing component.


6 The keyword is competitive – but no better than average compared to other keywords targeting the same traffic. If all three components are Average, or a combination of Average and Above Average, most likely your score will be 6 or higher. If you want to improve your quality score, you need to make changes to get all three components to Above Average.


7-10 The keyword is very competitive in the marketplace, and its CTR is higher than the average CTR of keywords targeting the same traffic. If all three components are Above Average, most likely your score will be 7 or above.


This score is broadly based on three factors:

  • Ad relevance
  • Expected clickthrough rate
  • Landing page experience


bing ads quality score


Because Quality Score can impact the ranking and pricing of your Bing ads, you’ll want to keep them above average (7+) to ensure your ads are as competitive as possible to secure the best position.


Know What Keywords To Target


Knowing the keywords that your target audience is using to search and explore on Bing is critical for campaign performance.

If your keyword targeting isn’t optimized, then you’ll want to do some keyword research to identify and then target the types of keywords that will maximize the clicks and conversions for your Bing text ads.

Thankfully, Bing has its own keyword research tool that you can access under the “Tools” menu from your Bing ads dashboard.


bing keyword research tool


Use this tool to evaluate what keywords your customers might use to find your products and other webpages.

From there, you can explore additional keywords that your competitors might be using (by searching a destination URL) and build from there.


Make Use Of  Negative Keywords To Reduce Wasted Ad Spend


Any Search advertiser can tell you that some keywords that can drag down the performance of your campaigns; certain searches may trigger your Bing ads yet provide no conversions or clicks.

This is why you want to include negative keywords in your campaign targeting to instruct Bing to not show your ads for certain queries that are proven to be unprofitable.


negative keywords bing


The good news is that if you’ve brought over keyword targeting from Google, much of your negatives should already be imported.

If you want to add additional negative keywords at the campaign or ad group level, you can add them by selecting Negative Keywords within the Keywords Tab from the Campaigns page.


Don’t Forget About Bing Ads Editor


Bing Ads Editor is the ultimate tool that allows you to create, edit, and manage all of your campaigns from a single interface.

This desktop application can help you navigate and manage all of your Bings initiatives faster than from a browser window.


bing ads editor


According to Bing, here’s why you should be using Bing Ads Editor:

  • Get started quickly. Transfer your account data with Google Import directly into Bing Ads Editor.


  • Work faster. Sync your campaigns and accounts, make changes or additions offline, and then upload your revisions with one click.


  • Make edits in bulk. Directly create campaigns, edit ads, and manage millions of keywords at once. Plus, efficiently manage URLs, ad copy, budgets, bids, targeting and ad extensions.


  • Multiple-account management. Download multiple accounts at the same time, copy and paste from one account to another, and perform multiple Google Imports simultaneously.


  • Research new keywords and bids. Discover new keywords and bids using the keyword research tools, and then easily add them to your campaigns.


You can download Bing Ads Editor for Windows or Mac here.


Want to learn more?

Check out our Q4 guide on Bing Shopping Ads here.



About the AuthorGreg graduated from CSU Sacramento with a degree in International Relations. After teaching English in Istanbul, he returned to California to pursue writing about tech and digital marketing. See all posts by this author here.