Marketing On Bing Pay Per Click Ad Centre Tutorial For Beginners

Lots of marketers forget that Bing.com generates hundreds of millions of unique visitors per month and instead focus their marketing efforts only on Google or Facebook.

Marketing on Bing opens up the door for us marketers, who are super keen and ready to smash it up with Bing AdCentre.

What You Will Discover

  • What exactly is Pay Per Click marketing (PPC) Or Search Engine Marketing (SEM)
  • Why marketing on Bing.com is 10x better than Google for affiliates
  • Finding a profitable niche for our campaigns
  • How to do keyword research the correct way
  • How to create your first campaign on Bing
  • How to split test, optimize and scale big on Bing

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Bing PPC is probably the most underrated traffic generation method out there due to the fact that everyone associates PPC with Google Adwords.

For those who don’t know, Pay Per Click marketing or Search Engine Marketing means that you only get charged when someone clicks on your ads, not for impressions.

Let me repeat that just one more time…

You ONLY get charged, when someone clicks on your ad.

The reason why I want to emphasize that is because lots of affiliate marketers treat it like a Cost Per Mille (CPM) bidding model. If you’re doing this, STOP!

You will be losing a lot of money.

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So let’s explain Bing AdCentre very briefly before we get into the 5 step process.

How Bing PPC Works In A Nutshell

In particular, I want to talk about the Bing Search Network not the Content Network.

Bing PPC works on a Cost Per Click (CPC) bidding model, whereby you can bid how much you are willing to pay for certain keywords in your campaign.

Now, when someone types in a keyword as part of their search query into Bing.com or Yahoo.com, one of your ads will be triggered and they will see your ad.

If the user decides to click on your ad, they will be directed to the page you specified as your destination URL.

This is when Bing charges you a fee that may be less than or equal to your maximum bid.

If someone simply sees your ad but does not click on it, you won’t be charged.
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Your destination URL can send your prospect either directly to the sales page, in which case we call this ‘Direct Linking’, or you it can send your prospects to a landing page.

The landing page will allow you to capture leads and pre-sell your prospects.

If you want to know more about whether you should do direct linking or use landing pages, please refer to this post on “Direct Linking Or Landing Pages To CPA Offers“.

We won’t be diving into Bing’s content network just yet, but just know that ads on the content network appear on websites like personal blogs, niche sites, news sites, syndicated sites and so on.

I also recommend you check out http://advertise.bingads.microsoft.com/en-us/courses, where you can check out extra training provided by Bing itself.

The training by Bing will widen your understanding of how it all works.

Once you have gone through their content, you can choose to sit the ‘Exam’ to become a accredited.
Marketing On Bing Pay Per Click Ad Centre Tutorial For Beginners

Okay, enough fluff already! Let’s now talk about the 5-Step Process when setting up affiliate campaigns on Bing Adcenter.

Step #1: Finding a profitable Niche

If you already know what you’re promoting, then that’s great! If not then I recommend you read this article on “How To Find Profitable Niches“.

Pretty much, there are certain niches that work very well for search engine marketing. Think about it. We’re targeting people, who are actively searching on Bing.com for specific information.

This means that they are already interested and want to learn more about a specific topic. That being said, not everyone is willing to take out their credit card to purchase products in certain niches, even if it will provide the solution to their problems.

For example, which keywords do you think has a higher chance of making you money. “How to fix computers” or “How to pick up girls at a bar“.

The audience, who is looking for dating advice, is a lot more likely to purchase a guide or a product compared to someone, who is intentionally looking for free information on how to fix computers.


That’s why the ONLY advice I can give anyone is to use “Common Sense” and ask yourself what information people are actively looking for and what will make them either sign up/register or even take out their credit card.

Don’t over complicate things and try to look for the hidden niche!

Step #2:  Find a product to promote

Again, if you already have a product you want to promote, that’s fine.

Otherwise, read this article on “How To Use OfferVault To Look For Offers“.

Same certain concepts apply when choosing a product to promote. You want to promote products that are 100% relevant to what the prospect is searching for.

For example, if a prospect typed in “How to back up my pc”.
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Which offer do you think will convert higher?

My PC Backup or some Anti-Virus programs.

Even though both offers can work, I’m sure you will agree that My PC Backup will convert a lot higher, because it is a lot more relevant and congruent to the search query.

I haven’t tested that many offers but from my own experience, Biz-op and gaming offers work very well.


Step #3: Keyword research

Before we get into the nitty gritty of keyword research, I want to briefly explain what the difference between a Campaign and an Ad Group.

An Ad Group contains a list of related keywords, while a Campaign is a theme specific category that contains different related Ad Groups.

So, let’s say you’re promoting a gaming offer. Some obvious keywords you need to look into are:

  • free online games
  • best free online games
  • online games for kids
  • free games no download
  • free to play online games
  • so on and so on…

So the theme of your Campaign would be ‘Online games’. Now you could create different Ad Groups for this Campaign. For example:

  • Ad Group 1 contains keywords like: free online games, free online games for kids, free internet games, free online computer games, etc. (Notice how the focus of this Ad Group is the word ‘free’).
  • Ad Group 2 contains keywords like: best online games, best free online games, best internet games, best online games for kids, etc. (Notice how the focus of this Ad Group is the word ‘best’)

The above are just examples. It is up to you how you decide to structure your Ad groups. You might decide to focus one Ad Group around the single keyword ‘download’, for instance, and another around the word ‘play’.

We will talk more about Campaigns and Ad Groups later, when we set up our ads, because you will be creating a few relevant ads for each Ad Group.

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So after you have decided on a few offers to promote, you need to start doing some keyword research. Remember that we’re bidding for keywords.

This means our ads will only be triggered and shown to the prospect when they use our targeted keywords as part of their search query.

This in turn allows us to market our offer to ultra targeted prospects.

Keyword Research Beginners Guide

Andy has written one of the Best Guide On Keyword Research and I recommend you read it first.

These days you can literally gather thousands of keywords in a matter of minutes. Without any complicated keyword spy tools, you can do most of the research by just using the Bing Keyword Tool.

To access this tool you will need to create a Bing Ads account first by going to http://advertise.bingads.microsoft.com/ and clicking on ‘Sign Up‘ in the top right hand corner.

Follow the steps you are prompted with to set up your account in just a few minutes.

Later, when you have created your first campaign on Bing (we will go over this in just a moment), you can easily add the keywords generated with the Bing Keyword Tool to your chosen Campaign and Ad Group.
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Another way to do keyword research is by typing in the product name of what you are promoting or a related keyword into Bing’s search engine.

You will then be able to see ‘Related Searches‘ with different keyword suggestions on the right side bar or at the very bottom of the results page.

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In a nutshell, there’s really only two thing to look out for when doing your keyword research.

How many searches per month will you be getting and how competitive is the keywords.

Below is a screen shot of where the ‘Related Searches’ appear in the right side bar.
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Below you can see where the ‘Related Searches’ appear at the bottom of the page.
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Things to keep in mind when doing keyword research:

  • Put yourself into your prospect’s shoes and think about what search query they would type into the search engine to find related information.
  • Consider adding words like ‘product X review’, ‘product X scam’, ‘product X rating’, ‘does product X work’, ‘how does product X work’, etc.
  • If you are using the Bing Keyword Tool to do your keyword research, sort your results by number of searches by clicking on ‘Last Month Searches’. Even though the results are from the previous month, this gives you a pretty good indication of how popular the keywords are.
  • Ensure only relevant keywords are grouped into one Ad Group. This will allow you to create ads that are highly relevant to your Ad Group, which in turn will boost your Quality Score (we will talk about that in just a bit).

Step #4: Setting up your campaign

Now, that you have an offer you want to promote and have gathered a list of keywords. The next obvious step is to set up your campaigns.

So head over to http://advertise.bingads.microsoft.com/en-us/home and create an advertising account, if you haven’t already. Otherwise, just log in to your account.

It’s best if you watch my video training above to gain a better understanding of how to do this. However, the main steps are as follows:

  1. Create A New Campaign
    • Campaign Name: My format is [Offer Name + Targeted Country]
    • Time Zone: Pick your local time zone
    • Campaign Budget: How much do you want to spend on your campaign per day. Keep in mind that sometimes it will pass your budget by a tad.
    • Locations: I recommend you only target one country per campaign. If you’re planning on targeting multiple countries, then I recommend you set up different campaigns for each country.
    • Ad Title: Here goes your attention grabbing headline!
    • Ad Text: This is the body copy for your ad.
    • Display URL: This is where you want to expose your website. This is just for “Display” purposes and not the actual URL for the landing page.
    • Destination URL: This is where you want to place in your tracking link.
    • Copy and paste the list of keywords you have gathered previously into the box below the ‘Choose Your Keywords‘ section and click on ‘Add Keywords‘. This will add the list of keywords to your campaign and when someone searches a specific keyword, your ad will appear.
    • After you click on save, you will have to fill in additional information like bidding amounts and targeting options.

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I didn’t realize how hard it was to actually explain campaign creation through just text.

I apologize for the lack of specifics.

Please watch the training video above to gain a full understanding of how to set up a Bing campaign.

Before we move on, I want to discuss two things.

First, you will quickly realise that when you enter your keywords you have the option of placing bids for ‘Broad’, ‘Phrase’ or ‘Exact’ keyword matches.

  • Broad Match: Search results will include your keyword in any order.For example, if you included ‘coffee’ as your broad match keyword then the following search queries will trigger your ads: buy coffee, cheap coffee maker, where to buy coffee filter, buy organic coffee, bulk coffee buy etc.As you can see, bidding on broad match may return results that are unrelated to your product. However, you will get more traffic with broad match keywords.
  • Phrase Match: Search results include your keywords in the exact order.For example, if your keyword is ‘coffee machine’, then the following search queries will trigger your ads: buy coffee machine, coffee machine filter, organic coffee machine filter, etc.
  • Exact Match: Search results will only include those for your exact keywords.So for example, if your keyword is ‘coffee machine’, only the search query ‘coffee machine’ will trigger your ad and nothing else.This way you will get reduced traffic. However, it will be highly targeted.

Next, I want to talk briefly about Bing Quality Scores, which basically gives you an idea of how competitive your ads are in the marketplace.

Quality scores range from 1-10 and are calculated based on how relevant your keywords are to your landing pages and your ads. Customer experience on your landing page can also affect quality score.

If you want to know more about quality scores, you can refer to this article by Bing here (http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/50813/quality-score-in-depth).

On that page, they also have a table that is useful in analysing your quality score.

In general, a quality score of 1-5 means that your keyword is underperforming and some tweaking needs to be made (e.g. adjust your ads to make it more relevant to your keywords).

A score of 6 means your keyword is competitive.

Anything between 7-10 is considered very competitive and this is what most marketers will be aiming for.

Step #5: Split Test & Optimize & Scale

After you have set up your campaigns successfully, you will need to wait until they get approved.

Once approved, your campaigns are live and you will start getting traffic to your offer. Here is the fun part.

You want to make sure you’re always split testing, optimizing and scaling!

Split Testing:

  • When you’re creating your ads, you want to make sure you create more than just one ad. Bing will rotate your ads evenly, which means you can track which ad is generating more clicks and ultimately converts better.
  • You want to make sure that your tracking link is rotating more than just 1 landing page or 1 offer. This is because we can never know for sure, which landing page is working best for us or which offer is converting the highest.


  • When you’re optimizing, you want to look at your tracking tool and see exactly, which keywords are generating the clicks and which keywords are bringing in the conversions.
  • The obvious step is to pause the keywords that are generating the clicks, but not bringing in the conversions.
  • On the other hand, you want to scale the keywords that are bringing in profits. You can do this by increasing the bid for more volume or optimize through similar variations that can potentially attract the same traffic.

I hope you enjoyed the post (& the video training) and please leave a comment below, if you have some information to share or just want to ask a question.

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