Bing Champion: My Journey

What is Bing?

Bing was introduced on the 28th May 2009  and was released 1st June in the same year. Microsoft owns Bing, which is a web search engine. It provides Pay-Per-Click advertising. The advertising platform has provided us with many varieties of search services such as: maps, web, video and image. We can connect with customers searching and browsing online, no matter what device they are using.

As a business owner, you’re most likely questioning yourself on whether your business should be on Bing. Bing Ads is known for having a higher CTR than Google, as well as more engagement. Having your website optimized by Bing will greatly increase the visibility of your site, which means more traffic for your website, and your physical store (if you have one). Many businesses have used Bing to drive sales and increase revenue and have seen a growth within their business

Becoming Microsoft Advertising

In recent news, Bing Ads has re-branded to Microsoft Advertising. The re-brand does not effect the search engine, which will still be known as Bing. The ad platform is what the brand change is all about. With future developments in place, Microsoft are eager to get you more connected to your data and your business.

Following on from that, advertising is evolving and Microsoft Advertising knows it! That is why they have to evolve too. Microsoft have changed their partner project naming it ‘Microsoft Adverting Partner Program’.

The reason behind the re-brand, Microsoft explains:  “… it’s no longer just reaching more people that matters to growing your brand. It’s about making each connection feel one-to-one, at just the right time and place. More meaningful, more timely, and more valuable — this is how we see advertising evolving.”

The New Champion

At Broadplace Advertising, I am taking on the role of the new Bing Champion. As the new champion, learning about the platform will be my responsibility. I will take an exam based on the knowledge I have gained. Therefore, showing that I understand all about Microsoft Advertising. The team will then do an internal training session with me, where I will share my knowledge and newly found expertise with them. As a result, keeping them updated with any new and upcoming updates, news and events.

There are 8 champions here at Broadplace. For example, Facebook and Analytics, are two of the champion topics. We use the champions scheme as it is a great opportunity to vary your knowledge in different subjects. Therefore, we are able to share your expertise with the rest of the team through training. Each champion will have to provide an internal training session to the rest of the team on their subject.

To receive my Bing accreditation, I will need to pass my Bing exam. Once I have passed, developing and sharing my knowledge of Microsoft Advertising with my clients and any future clients will be my priority. Hopefully, my clients will come to the conclusion that they should start advertising on Microsoft Advertising. So my clients and their business will benefit from any features that they offer.

Find out more here:

How To Increase Impressions on Bing Ads

That’s probably the most common question every Digital Account Manager asks at least once in their career. How many times have you suffered from insufficient traffic from your Bing campaigns? Why are generic keywords not triggering any impressions, or very few at the most? I’ll bet the frustration and disappointment connected to this makes you think “Why should I bother running online campaigns with Bing?!“, “I’m wasting my time here“, “I promised so much to my client and now I am in big, big trouble“.

Well, you’re not alone, but, also…

there is light at the end of the tunnel.

Let me start from the beginning. I was also disappointed so many times with very low traffic on my Bing Ads campaigns, but since I volunteered to become the local Bing Ads Champion here at Broadplace, I found an internal drive to tackle and sort out the ‘low impressions’ problem at Bing once and for all. Well, not literally, but at least to investigate how to improve things and make life easier. I’m going to share my recommended top tips to consider and implement… before you start complaining about Bing Ads.

Tip 1 – Check The Settings After Importing

How many times have you created a new Bing Ads campaign, by simply importing the settings from Google Ads? Often? Always? I don’t blame you at all. This feature is fantastic and allows you to save so much time. Also, it usually works pretty well. But ‘usually’ isn’t always.

I highly recommend checking the settings once your campaigns are imported into your new Bing account. You would be surprised how many times there will be:

  • Missing postcode locations
  • Incorrect bidding strategies (e.g some smart bidding settings are only available on Google Ads)
  • Invalid keywords (each platform has got their own policies that could affect which keywords are/aren’t eligible to run)
  • Disapproved ads (again, each platform has got their own policies that could affect the ads review process)


Tip 2 – Identify New Opportunities

Also, there will be a number of keywords more/less popular on one platform compared to the other, so I would recommend checking the Bing Ads Opportunities tab to go through (see the screenshots below). I discovered there is quite often different bids needed for Bing Ads, usually lower than on Google, but sometimes bids need increasing to stay on the first page of search results.

How to Increase Impressions on Bing

Tip 3 – Check Keyword Bids

Below the first page bids are very common oversights. This process can be automated (with capped maximum bid), but I personally like to keep control on how much each keyword would cost me, if someone decided to click on my ad, so I check and adjust the keywords bids manually.

How to Increase Impressions on Bing

Tip 4 – Check The Impression Share Lost To…

Budget, rank, ad relevance, expected CTR, bid… All of these could be another reason for the lower impressions on your Bing campaigns – so please check them regularly. Some are an easy fix (bidget, bid) and some require more long term strategy to be in place (rank, ad relevance, expected CTR). All give you the opportunity to improve the stats.

How to Increase Impressions on Bing

Tip 5 – Microsoft Audience Ads (New To Bing Ads in the UK)

In September, Microsoft Audience Ads were made available to all UK advertisers and their ads could appear in high quality native placements across premium sites such as MSN, Microsoft Outlook and Microsoft Edge. Powered by artificial intelligence, Microsoft Audience Ads use Bing’s rich intent and audience data to create a more relevant ad experience. This powerful solution helps bring greater performance and the increased volume drives more high-quality clicks and conversions. To simplify all the above, this means more traffic opportunities. To set your expectations, Microsoft expect an initial volume increase by up to 3% – but this is just the beginning, so please check this new feature on a regular basis.

Bing Ads will use your customers’ existing search ads in native placements. To get started, you can take the following steps:

  • Add images using Image Extensions for additional premium placements and high-quality volume.
  • Associate Image Extensions to campaigns and ad groups prior to 12th September 2018. Optimise campaigns by adjusting bids and creating separate ads once enabled for Microsoft Audience Ads.
  • Use bid adjustments (-100% to +900%) to control how often Microsoft Audience Ads show.

To adjust your bids for a campaign, select the campaign you’d like to adjust, then select Settings> Advanced Settings> Other Settings> Audience Ads

How to Increase Impressions on Bing

To check the Audience Ads performance, go to a specific tab (e.g keywords) and check the stats at the bottom of the page.



There will always be someone complaining about Bing Ads and saying they’re a waste of time. Your role as the Account Manager is to get evidence whether that’s right or wrong. I agree, Bing Ads won’t work for every account and not every account will get enough volume for the proper test. But, I have managed so many accounts in my career where Bing was delivering a decent volume, amazing low CPA, impressively high ROAS and was an excellent addition to my clients’ digital strategy.

So, what are you waiting for? Go and test Bing Ads and follow my tips on how to increase impressions and volume.

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