Bing Ads Tips and Tricks with Best Practices – Not Google Ads Specific

With already having captured around 30% of the search market in the US, Bing is one of the leading search engines for advertising for the pay per click marketing. Google being one of the costliest platforms to advertise on, Bing is one of the most recommended and relatively much cheaper platforms to try advertising on. So, here are some of the best Bing Ads tips and tricks that you should employ in your campaigns to get the most out of your Bing Ads.

1. Use Bing Competition Auction Insights

Bing Auction Insights

Just like Google search impressions (lost) share percentage, Bing has also introduced this feature on its platform. For sure, the Bing advertising landscape including competitors is different from that of Google, that’s why you should bing auction insights for competitive analysis while advertising on Bing.

2. Device bidding on Bing

Though it sounds familiar to Google device level bidding. But, here are some Bing hacks that you can utilize in device bidding:

Bing device level performance optimization

  • Mobile device bidding

Bing is used as a default search engine on Apple devices through Siri. So, in case, if you think your target audience is more related to Apple product users, you should surely bid higher on mobile devices.

  • Desktop device bidding

I have personally seen that the industries which are not tech savvy and most of the conversions or transactions are performed by HR persons or not so tech-savvy audience, it’s much more desktop and that too mostly on the weekdays. Another example of this could be targeting doctors, chances are higher that doctors or physicians will Edge as their default browser than Google Chrome. That means you have more of your target audience on Bing than Google.

3. Bing keyword suggestions

Bing Keywords suggestions

Many a time, I have seen advertisers using Google keyword as the default Bing keywords mostly when they import Google ads to Bing. Well, Google keywords might not have the same keyword search volume on Bing as on Google. So, you should rely more on Bing keywords recommendations than using the default Google keywords.

When you start entering the keywords in an Ad Group, Bing automatically suggests you keywords that you can target and you should use those keywords.

4. Location Bidding on Bing

Locations Bidding on Bing

Again, location bidding has a similar implication as device bidding. But, here are some bing tips and tricks that you should utilize if considering location bidding:

  • Not all the locations in the US have a high number of Bing users. At some locations, you might bid higher on Google compared to Google.
  • In general, broad location targeting bidding works better on Bing compared to Google. Specific location targeting bid works better on Google. For example, to target Las Vegas, I would use Google but to target Nevada, I would prefer Bing.

5. Utilize Bing Keywords Dashboard

Keywords dashboard Bing

Besides Bing keyword suggestions, there are other metrics such as negative keywords, search terms etc. which can help you optimize your campaign targeting and improve your campaign performance. Again, search terms and negative keywords could be different on Bing compared to Google.

For example, audience using Siri might use more of long tail keywords or search terms in the form of questions that a search audience. Surely, the behavior of a search-intent user is different from the behavior of an Ask-intent user.

6. Labels

Labels are a common feature to Bing as well as Google. The following tips are not only relevant to Bing but also, can be used on Google.


Let’s say, for example, you are running a separate campaign for each state in the US ranging from Alabama to Wyoming. Surely, all the campaigns are not going to perform the same. In that case, you can different levels to label top prioritized campaigns or find keywords with nil impressions, quality score, or clicks & conversions etc. Labels can be used in a variety of ways.

7. Shared Budgets

Shared Budget Bing

Retouching the priority again. Let’s say you have a total of 50 campaigns and some other top-level campaigns targeting each state of the US, not all campaign have the same budget utilization and return. Using a shared budget, I can allocate X% of the budget to top Y campaigns. Similarly, I can allocate A% of the budget to the last B campaigns.

If some campaign performs seasonally, I can shift them easily to another group and they can happily share the budget there while Labels keep you reminded of the campaign priorities.

8. Bing automated rules

Bing automated rules

I personally like Bing automated rules more compared to Google. If you are scared or apprehensive of using automated rules, you should try Bing automated rules once. It’s much more intuitive and can come handy in automating major chunk of your daily life campaign optimization work.

9. Bing audience ads targeting

Bing Audience Ads

Bing Audience Ads appear on the Bing Audience Network. These ad placements are cross-device and include premium sites like MSN, Microsoft Outlook, Microsoft Edge, and other partners (with more to come). Clicks on these ads will take users to the landing page you specified when you created your ads.

audience-ads on Bing

Source: Bing

Microsoft Audience Ads is a native advertising solution optimized for search advertisers. This feature enables advertisers to get additional high-quality traffic from non-search placements. Microsoft Audience Ads experiences, such as ads placed within articles, are engaging for users, integrate naturally into page content, and deliver visually rich ads for advertisers. Microsoft Audience Ads campaigns are easy to set up, maintain, and optimize because they are fully integrated with existing Bing Ads workflows.

10. Use Audience Ad Options on Bing

Audience Ad Bing Options

During text ad creation on Bing, you can choose to have the text ad in the Audience ad format. Audience Ad formats are known to perform better on the Bing Audience network. Otherwise, you can choose to just have regular text ads. Usually, I like to keep at least one audience ad format in an ad group. Or sometimes, just have multiple audience ad formats in a separate Ad Group.

11. Ad Group Inclusions & Exclusions for In-Market audience

Bing Ad Group exclusion

Many advertisers just use the feature of In-Market audience inclusions but they ignore this feature of exclusion. But, here is an example that might make you think again about your In-Market audience targeting.

Let’s say you are targeting dog chews in the US. You might be tempted to target the Pet audience. But, the pet audience will also comprise of cats, fish, and other pets audience. In that case, you might want to exclude irrelevant audience.

12. Bing Ads Image Extensions

Image Ad extensions Bing

Including an image in your ads with Image Extensions can help increase clicks and grab attention. This new ad extension from Bing Ads enables you to upload up to 6 images alongside your ad copy and any other extensions. Image extensions are available across all markets and images will serve on both PC and Tablet across the Bing network. Here is an example of how it looks:

Bing Ad Image Extensions example

Source: Bing

Here is the official link for Bing Image Extensions

13. Utilize Bing UET for remarketing audience creation

Just like the Google conversion code, Bing also offers a conversion code called Universal Event Tracking (UET) Tag. Once installed on your website, it allows bing to collect actions people take so that you can track conversions and create a target audience with remarketing lists. If you want to read more about the UET Tags, here is the link

Bing UET tags

13. 1 Create a remarketing audience from website visitors

Once you have the UET tag installed on your website, you create remarketing lists based on your website visitors. Just like you usually create on other platforms such as Facebook, Reddit, Google, Quora etc. But there is more to it. Read on.

13.2 Create a remarketing audience from custom events

Bing remarketing list from custom events

In the above case, you need to customize your UET tag to report the right events to the UET tag. If you have created an event in Google Analytics or through Google tag manager, you would know it better. In Google analytics, to create a remarketing audience from an event, you first make a goal from the event and then you use the Goal to create the remarketing audience. Once you have created different remarketing audiences, they will be available in the shared library.

Bing Audiences Shared Library

13. 3 Use remarketing list at AdGroup level

Once you have remarketing audiences created, you can target them at the Ad Group level. You should be careful of the bidding option for the remarketing list.

13.3.1 Bid only

Bid only will target users searching for your ads, not only the remarketing audience in the AdGroup. This is like the “Observation” feature in the new Google ads. That means, this option will allow you to reach a new audience along with bidding higher for on the remarketing audience.

You should use this feature when your remarketing audience size is low and you want to try how your remarketing audience will react.

13.3.2 Target and Bid

Target and Bid will target only the remarketing audience AdGroup. This is like the “Targeting” feature in the new Google ads. That means, this option only targets your remarketing audience and you would not be able to reach any new audience. You should use this feature when your remarketing audience size is big in size.

Here is a screenshot of how remarketing at AdGroups looks like on Bing:

Bing remarketing audience at ad group level

14. Get Keyword Performance Estimates

I also like to rely on Bing performance estimate based on the bid that you put against the keywords. However, sometimes I think bing inflates the data. So, use it wisely.

Performance Estimates on Bing

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