Bing (Microsoft) Ads Beginners Guide

Are you set to plunge into the expansive realm of Bing Ads? Get ready to initiate a voyage that unravels the formidable power of Bing advertising, coupled with a comprehensive understanding of Bing (Microsoft) Ads best practices. During this exploration, we’ll dive deep into various Bing Ads types, shedding light on the dynamic options at your disposal for customizing your ad campaigns.

Key Takeaways

Before we start on this Bing (Microsoft) Ads journey, we’ll share some insights that will pop up along the way. This concise summary serves as a quick reference guide as you embark on your Bing Ads adventure:

Bing (Microsoft) Advertising Power:

Embracing Bing Ads as a part of your online marketing strategy can open up new avenues for customer reach and engagement. Bing’s unique demographic and less competition mean your ads can reach a different target audience not fully tapped by Google Ads.

Understanding Bing (Microsoft) Ads Types:

Diving into the variety of Bing Ads types – from Text Ads and Product Ads to App Install Ads – provides a comprehensive toolkit for businesses to effectively communicate with potential customers, based on their unique needs and preferences.

Decoding Bing (Microsoft) Advertising Costs:

The cost of Bing Ads hinges on your keywords, ad types, and your industry’s competitiveness. Notably, Bing often offers lower cost-per-click (CPC) than other platforms, providing a cost-effective ad solution, which is especially beneficial for smaller businesses.

Leveraging Bing (Microsoft) Ads Best Practices:

Successful Bing advertising isn’t just about setting up an ad and hoping for the best. It’s about implementing Bing Ads best practices, such as choosing the right keywords, crafting compelling ads, employing targeting and retargeting strategies, and optimizing your ads for mobile devices, which will enhance the performance and returns on your ad spend.

An integral part of this journey will be the in-depth evaluation of the costs associated with Bing Ads, a critical aspect often shrouded in ambiguity for beginners. As we delve into answering the much-asked question, “How much does Bing cost?” you’ll uncover insights that could significantly impact your online marketing strategy. Bing Ads, when leveraged effectively, could be the pivotal element that propels your marketing strategy forward. Without further ado, let’s immerse ourselves in the vibrant world of Bing advertising!

Understanding Bing (Microsoft) Ads

In the realm of digital marketing, Bing Ads, alternatively recognized as Microsoft Advertising, stands as a powerhouse. Serving as the principal advertising platform for Microsoft’s very own search engine, Bing, it paves the way for businesses to connect with millions of Bing users and prospective customers on a global scale. Indeed, by harnessing the potential of Bing Ads, your business can tap into a treasure trove of opportunities, reaching out to audiences across the world.

While Google Ads (previously Google AdWords) may be a popular choice among marketers, Bing Ads brings unique advantages to the table. For instance, Bing users tend to represent a different demographic than those on other search engines. This variety in user profiles can be beneficial for businesses aiming to tap into a more diverse target audience.

Microsoft Advertising also tends to have less competition compared to Google. Less competition means lower cost-per-click (CPC) and can lead to a better return on your ad spend. In addition, Microsoft Advertising enables you to run ads not only on Bing but also on Yahoo and AOL, effectively covering three search engines in one platform. Thus, an ad campaign on Bing Ads reaches a wider audience than one might initially anticipate.

Types of Bing (Microsoft) Ads

Let’s explore the variety of Bing Ads at your disposal:

App Install Ads 

Ideal for advertisers aiming to boost their app downloads rather than direct website traffic, App Install Ads resemble text ads but provide direct links to your apps. Upon clicking, customers are led straight to the relevant store to download the application. These ads auto-detect the user’s mobile device and OS, sending them to the appropriate Apple App Store or Google Play. You can monitor conversions using conversion tracking partners: AppsFlyer, Kochava, Tune, Singular, Adjust, and Branch.

Expanded Text Ads 

These ads are a popular choice, offering ample space for relevant messaging to attract your target audience.

Dynamic Search Ads 

They may resemble Expanded Text Ads, but Dynamic Search Ads offer auto-targeting based on your website content and automatically generate ads to match these search queries. These features allow you to decrease your workload and discover potential missed opportunities to drive additional conversions.

Bing Smart Search Ads 

Crafted for the modern touch experience, Bing Smart Search ads mirror the format of text ads but are displayed in the Windows 8.1 Smart Search results. When possible, these ads will feature a preview of your landing page. Currently available in the United States, United Kingdom, and Canada (English).

Microsoft Audience Ads 

Microsoft Audience Ads, a native advertising solution optimized for search advertisers, enables advertisers to tap into additional high-quality traffic from non-search placements. These ads appear on the Microsoft Audience Network and include placements across devices and premium sites like MSN,, Microsoft Edge, and other partners.

Multimedia Ads 

Designed to capture attention with large visual imagery, Multimedia Ads display your brand and products to drive traffic and sales to your website. They appear in unique mainline and sidebar ad positions without replacing your existing text ad placements.

Product Ads 

Product Ads feature custom images from your product catalogs, promotional text, pricing, and seller details. They are created in the Microsoft Merchant Center to provide a clear picture of what you’re selling.

Responsive Search Ads 

Easing the ad creation process, Responsive Search Ads remove the guesswork of determining the most effective headline and description combinations. You provide multiple headlines and descriptions, and Microsoft Advertising optimizes the combinations to create impactful ads. This adaptive content strategy can significantly boost your campaign’s performance.

Vertical Ads 

Finally, Vertical Ads employ dynamic data feeds to produce ads with high-quality placements. Leveraging Microsoft’s AI, these personalized ads are dynamically generated without requiring specific keywords, resulting in increased volume, better click-through rates (CTR), and lower cost per click (CPC) rates.

The Cost of Bing Advertising

A burning question for many new advertisers is: “How much does Bing cost?” It’s a valid concern, as budget allocation is a critical factor in any marketing strategy.

Bing Ads can cost significantly less than Google Ads. This difference is primarily due to less competition on Bing, allowing for lower average cost per click (CPC). Your actual ad spend, however, depends on various factors such as the competitiveness of your targeted keywords, your bid strategy, and the quality of your landing page.

One notable point about Bing Ads’ cost is that advertisers often report a better average CPA (cost per acquisition) on Bing than on Google. This means you might be able to acquire more customers at a lower cost.

It’s important to note that while Bing Ads can be more cost-effective, your total ad spend should align with your overall campaign budget. A balanced approach, with diversification across several platforms, can often yield the best results.

Bing Ads Best Practices

With a solid understanding of Bing Ads and their cost, let’s delve into the Bing Ads best practices that can propel your ad campaign to success.

Keyword Research:

Use a keyword research tool to find the right keywords for your campaign. Targeted keywords will help your ads reach the right audience.

Ad Text Optimization:

Craft compelling ad text that encourages users to click. Remember, the quality of your text ads can significantly impact your click-through rate.

Mobile Optimization:

As mobile users continue to rise, optimizing your ads for mobile devices is a must. A mobile-optimized ad offers a better user experience, which can lead to higher conversion rates.

Negative Keyword Targeting:

Implement negative keyword targeting to exclude irrelevant search terms. This strategy helps improve your ad campaign’s traffic quality and reduces unnecessary ad spend.

Remember, these best practices can be the difference between a good and a great ad campaign.

Setting up a Bing Ads Campaign

Creating a successful Bing Ads campaign involves several steps, including keyword selection, ad creation, setting your bid strategy, and ongoing management. Here’s a step-by-step guide to get you started:

1. Microsoft Advertising Account:

Start by setting up your Microsoft Advertising account. If you’ve used Google Ads, the interface should feel quite familiar.

2. Campaign Goals:

Once logged in, you’ll have the option to select your campaign goals. These can range from increasing visibility, driving traffic, boosting conversions, or any combination thereof.

Bing Microsoft Ads Set Up
Setting up your Bing (Microsoft) Ads.

3. Ad Groups:

The next step is to create ad groups within your campaign. Each ad group should represent a unique product or service that you want to promote.

4. Keyword Selection:

Use a keyword research tool to find specific keywords relevant to your product or service. These targeted keywords should be used in your ads and landing pages to increase relevancy.

Bing Microsoft Ads Keywords
Keyword selection with Bing (Microsoft) Ads.

5. Craft Your Ads:

Write compelling text for your ads that will entice Bing users to click. Make sure you adhere to Bing’s ad policies to ensure your ad runs without issue.

Bing Microsoft Ads Comtent
Creating compelling ad copy with your Bing Ads.

6. Bid Strategy:

Choose your bidding strategy wisely. You could opt for manual bidding, where you control how much you’re willing to pay per click, or automatic bidding, where Bing optimizes bids based on your budget.

Remember, creating the campaign is just the first step. The real key to success lies in regular monitoring and optimization.

Bing Microsoft Ads Bidding Window
Getting your bid strategy set up.

Measuring Success

Bing provides detailed reporting tools that you can use to track the success of your Bing Ads campaign. Here’s what you need to keep an eye on:

Click-Through Rate (CTR):

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. A high CTR indicates your ads are relevant and compelling.

Conversion Rate:

The percentage of users who take a desired action. This could be making a purchase, signing up for a newsletter, downloading an app, or any other action that’s valuable to your business. A high conversion rate signifies a successful Bing Ads campaign.

Cost Per Acquisition (CPA):

The cost to acquire one customer. A lower CPA means you’re getting more value for your ad spend.

Bing Microsoft Ads Dashboard
The analytics dashboard on Bing (Microsoft) Ads.

These are just a few of the many metrics you can track. Tailor your reporting to your unique business objectives for the best results.

Final Thoughts

Having now gained a comprehensive understanding of Bing Ads, including ad types, associated costs, best practices, and practical examples from successful campaigns, stepping into the Bing advertising landscape should feel like a more navigable endeavor. By strategically utilizing Bing Ads in your marketing mix, you’ll have the opportunity to engage with an expansive user base spread across several search engines. This increased exposure has the potential to enhance your brand visibility, attract a greater number of leads, and ultimately, drive more effective conversions – a pivotal step towards your business success.

Now it’s your turn! We’ve equipped you with all the knowledge you need to embark on your Bing Ads journey. If you need further assistance or would like personalized advice on your Bing Ads strategy, don’t hesitate to get in touch with us at First Page. We’re here to help you navigate the exciting world of digital marketing.

Remember, the digital marketing landscape is continuously evolving, and to stay ahead, you must evolve with it. So why wait? Take the plunge, start your Bing (Microsoft) Ads campaign today, and discover the benefits of this powerful advertising platform!

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Frequently Asked Questions about Bing (Microsoft) Ads

How do Bing Ads and Google Ads differ in terms of user demographics?

Bing users tend to be older, more educated, and have a higher income compared to Google users. This demographic information is crucial when crafting your ad campaigns. Knowing your target audience can help you create more relevant ads and achieve better conversion rates on both Bing Ads and Google Ads.

How can Bing’s average CPA compare to other search engines like Google?

Bing’s average CPA tends to be lower compared to Google. This is primarily because Bing has less competition, which can lead to lower ad costs. However, the exact CPA can vary based on the industry, keywords, and targeting strategies used in your ad campaigns.

Can I use Bing Ads for mobile advertising?

Absolutely! Bing Ads provides robust targeting capabilities that let you reach your target audience on both desktop and mobile devices. As a significant number of Bing users access the Bing search engine through mobile, it’s crucial to optimize your ads for mobile users.

What ad types does Bing Ads offer for e-commerce businesses?

Bing Ads offers several ad types that are perfect for e-commerce businesses. These include Text Ads, Product Ads, and Microsoft Audience Ads. Product Ads allow you to showcase your products directly in the search results, while Microsoft Audience Ads lets you reach users across the Microsoft Audience Network, extending your reach beyond just the search engine.

What other marketing tactics can you use to beat your competition?

Here are some useful marketing tactic blogs that can help you break all your past sales records, and your competition in the process:

Are you a busy business owner? You may not have the time to run the marketing tactics you need to make money regularly. If this is the case, we encourage you to review some of our strategic marketing services to drive more sales:

Google Display Network: Your Ultimate Guide to Google Display Ads

Harness the power of the Google Display Network (GDN) and supercharge your marketing. From optimizing your Google Display Ads to leveraging responsive display ads for better reach, success is only a few steps away. Get ready to navigate the GDN like a pro and leave your competitors in the dust.

Key Takeaways

Here are five key takeaways from our ultimate guide on Google Display Network and Display Ads:

1. The Power of Google Display Network:

With access to millions of websites, apps, and videos, the Google Display Network offers a broad reach for your display ads. It enables you to connect with potential customers while they’re browsing their favorite websites or using a mobile app that’s relevant to your services.

2. The Efficiency of Google Display Ads:

Google Display Ads are more than just a visibility tool. They’re a highly cost-effective way to drive sales, increase website traffic, and boost your business. Harness their full potential to target your ideal audience and achieve more conversions.

3. Embrace the Flexibility of Responsive Display Ads:

With responsive display ads, you can adapt your ads to different ad spaces without additional design work. This flexibility allows your ad to look its best on any website or app, maximizing your chances of catching the user’s eye and engaging them.

4. Understanding Your Audience:

Google provides numerous targeting options, including custom affinity audiences and in-market segments, to help your ads reach the right people. Understanding and leveraging these options will enhance your ad’s effectiveness and your overall campaign’s performance.

5. Analytics is Key:

Monitoring your ads’ performance through Google Analytics will provide valuable insights into your campaigns. This data-driven approach will help you understand your website traffic, adjust your strategies, and optimize your display ads for better results.

Remember, these key takeaways are just the beginning. With the right strategy and guidance, the Google Display Network can help take your business to new heights.

Understanding the Google Display Network

The Google Display Network is a powerful tool for digital marketers. Boasting over 2 million websites, apps, and videos, Google Ads on this network can reach an astounding 90% of internet users worldwide. Whether you’re a seasoned veteran or new to the world of online advertising, the display network offers cost-effective ways to drive sales and attract potential customers.

Why Use the Google Display Network?

While Google Search Ads come into view when users are actively searching for keywords related to your products or services, Google Display Ads function a bit differently.

They emerge on relevant websites, apps, and videos across the vast Google Display Network. What’s fantastic about this is that your ads have the potential to engage users who might not be directly searching for what you offer but could still be interested when they see it.

This effectively broadens your reach, inviting an expanded audience to discover your products or services. Furthermore, the GDN offers robust targeting options, including demographic categories, affinity audiences, custom affinity audiences, and in-market segments.

What Are Google Display Ads?

Google Display Ads are visually engaging advertisements that can include text, images, videos, or interactive elements. These ads offer a way to tell your business’s story, showcase your products or services, or simply bring more attention to your brand. Responsive display ads, the default ad type for the GDN, are designed to automatically adjust to fit different devices and available ad space.

How to Create Google Display Ads

Creating display ads on the Google Display Network is straightforward and can be completed directly from your Google Ads account. Follow these steps:

  1. Navigate to the “Campaigns” section in your Google Ads account.
  2. Click on the “New Campaign” button.
  3. Choose your campaign goal and select “Display” as the campaign type.
  4. Enter your website URL and give your campaign a name.
  5. Set your targeting parameters such as location targeting, demographic categories, and interest-based targeting.
  6. Write your ad copy, upload images or videos, and create your ad groups.
  7. Review your campaign settings and publish your new display campaign.

Keep in mind that optimizing your Google Display Ads involves trial and error. Testing different ad formats, targeting options, and ad placements can help you identify the optimal combination for maximum conversions.

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Leveraging Responsive Display Ads

Responsive display ads allow you to reach a wider audience by adjusting to various screen sizes and resolutions. Google does this automatically once you submit your ad elements like headlines, images, and descriptions. They are a great way to get the ground running with your Google Display campaigns, especially when you want to drive more conversions.

Image Guidelines for Responsive Display Ads

The right images can make or break your display ad. Remember, your images represent your business, and poor image selection could negatively affect your ad performance. Here are a few tips to ensure your images work for you:

  • Maintain the recommended image sizes and ratios to ensure clarity and proper display across different devices.
  • Choose images that are clear, high-quality, and relevant to your product or service.
  • Don’t overlay text, logos, or other graphics on your images.

Text Guidelines for Responsive Display Ads

Your ad copy should be clear and engaging. You have the opportunity to provide both short and long headlines, as well as descriptions. Here are a few tips:

  • Avoid generic messaging, all caps, and clickbait.
  • Keep your descriptions and headlines within the character limit to avoid truncation.
  • Clearly articulate your value proposition and use a call-to-action.

Optimize your Google Ads with audience targeting, a winning strategy!

Optimizing Google Display Ads

In order to enhance the effectiveness of your Google Display Ads, it’s critical to consistently monitor their performance. This involves making strategic adjustments in response to insights derived from performance data.

Beneficially, tools like Google Analytics can provide invaluable support in this process. It gives you a deeper understanding of your website traffic and how users interact with your site, thereby enabling you to craft more informed and effective ad strategies. This proactive approach can not only help improve your Google Display Ads’ performance but also ultimately contribute to achieving your overall business goals.

Audience Targeting

Use Google’s powerful audience targeting features to refine who sees your ads. You can set your ads to be audience-based, ensuring your ads reach potential customers who are most likely to be interested in your products or services. Targeting options include:

  • Affinity audiences: Users who have shown a sustained interest in a particular topic.
  • In-market segments: Users who are actively researching or planning to purchase a product or service like yours.
  • Custom affinity audiences: Users who fit your customized criteria based on their interests and behaviors.

Final Thoughts

The Google Display Network offers a world of opportunities for businesses of all sizes. Whether you’re looking to increase brand awareness, drive sales, or just reach new customers, the Google Display Network can deliver impressive results. Don’t forget to make the most of the available ad formats, targeting options, and optimization techniques to ensure your campaigns perform at their best. With the right approach, your Google Display Ads can take your business to the next level.

Start creating your Google Display Ads today and watch your business thrive. From responsive display ads to powerful targeting options, everything you need is right at your fingertips on the Google Display Network. Your path to success begins here.

Unleash the potential of Google Display Network for your business with First Page as your trusted guide. Our team of experts is ready to help you refine your display ads to maximize engagement, drive conversions, and make the most of your online presence.

Don’t let your competition overshadow you—make use of the Google Display Network’s vast capabilities with First Page guiding your journey. With us, you’ll have access to the strategies and tools necessary to thrive in today’s digital landscape.

Remember, your next step towards business success is just one click away. Are you ready to elevate your Google Display Ads and make a significant impact? Contact First Page today. Together, we can drive your business towards a future filled with digital success. With First Page, you gain more than a service—you gain a partnership that’s committed to your business’s growth. Let’s start your success story today.

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Frequently Asked Questions

1. Could you explain what the Google Display Network is?

The Google Display Network is an extensive group of over two million websites, apps, and videos where Google Display Ads can make an appearance. With a reach spanning about 90% of internet users worldwide, it’s an incredibly powerful marketing resource.

2. Can you tell me more about Google Display Ads?

Google Display Ads are visually appealing advertisements that can be presented across the Google Display Network. They can be composed of text, images, videos, or interactive components, and they aim to grab potential customers’ attention as they surf websites or use apps within the network.

3. How do Google Display Ads and Google Search Ads differ?

Google Display Ads show up on the Google Display Network, which includes a variety of websites, apps, and videos. In contrast, Google Search Ads show up when users enter specific keywords in Google’s search engine. The benefit of Display Ads is that they allow businesses to connect with potential customers who might not be actively searching for their products or services.

4. What exactly are responsive display ads?

Responsive display ads are a specific type of Google Display Ad. They have the unique ability to automatically modify their size, appearance, and format to fit available ad spaces across the Google Display Network. This flexibility makes them suitable for diverse placements, such as on a website, within an app, or even within a video.

5. How can I create a Google Display Ad campaign?

To create a Google Display Ad campaign, you start by setting up a new campaign in your Google Ads account. From there, you define your campaign goal and select “Display” as your campaign type. After that, you’ll provide your ad copy and images. Finally, you’ll outline your ad groups and determine your targeting options.

6. What kind of targeting options does Google Display Ads provide?

Google Display Ads provides a rich array of targeting options, such as demographic categories, affinity audiences, custom affinity audiences, and in-market segments. These options let you reach potential customers based on various factors, including their interests, behaviors, and demographic profiles.

7. How can I optimize my Google Display Ads for better results?

To optimize your Google Display Ads, you can use Google Analytics to monitor and analyze their performance. You can experiment with different ad formats, targeting options, and ad placements to identify the optimal combination that leads to maximum conversions.

8. How does a responsive display ad differ from a standard display ad?

A standard display ad maintains a fixed size and format, whereas a responsive display ad automatically adjusts according to different devices and available ad spaces. This versatility makes responsive display ads potentially more effective in reaching a larger and more diverse audience.

9. How do I ensure my Google Display Ads are performing effectively?

To ensure your Google Display Ads are performing effectively, you should focus on crafting clear and engaging ad copy, using high-quality images, and including a strong call-to-action. It’s also important to make the most out of Google’s diverse targeting options to ensure your ads are shown to the right audience.

10. Is it possible to boost sales using Google Display Ads?

Absolutely! Google Display Ads can be a highly effective tool to increase sales. They reach a broad audience of potential customers on the Google Display Network and leverage robust targeting options, which together can help drive more traffic to your website, increase conversions, and ultimately boost sales.

What else can you do to drive sales apart from ads?

Any market for customers is fiercely competitive. We have some great blogs on other marketing tactics that can help you beat the competition. Learn more today:

If you are a busy entrepreneur, you probably don’t have much time to devote to marketing. If this is the case, we encourage you to review some of our strategic digital marketing services to drive more sales:

What are the top PPC ideas you ought to know!

Many clients have little or no sense of what “Pay Per Click” (PPC) stands for. Most clients think it’s a byline for a new ATM ad. Granted, paying a company each time your ad gets a hit can be irritating. But if you are out to market your products, then Google is your best bet. Furthermore, the “Pay Per Click” is the perfect approach. So what are the top PPC ideas that you need to know?

At the outset, PPC is fair and emphasizes quality over quantity; it’s quite effective in ensuring that your content gets more clicks as long as you maintain rigorous quality standards. In simple terms, no one would spend minutes or hours looking up lousy content, right?

You must pick out the right marketing company to help design an effective marketing campaign. And to that end, with the right company, you should be able to develop the schematics for your ad campaign. As such your ad campaign can have a larger impact. Here’s what you need to understand about PPC marketing. We’ll give you some top PPC ideas to get you started.

So what are the top PPC ideas?

Most buyers often spend money on PPC marketing without knowing how it works. They may also not know the real cost when it comes to PPC marketing. That’s a mistake. Assess your position before opting for PPC marketing. Next, determine your marketing budget, competition, and audience.

Of course, you must understand the process of how a click can help transform into a prospective client relationship and money. And that’s why your marketing research needs to be thorough. Especially if you hope to receive hundreds of clicks per day. You would need to work out whether the budget was worth it to receive those clicks.

When it comes to PPC marketing, figuring out the right budget can be irksome. Of course, you need to spend money to make money. However, the catch is to spend it on what’s essential and right. Of course, if you lack the cash, you can always opt for SEO and focus on organic traffic.

Should streamline your bid?

Yes of course! If you have the funds you need to streamline your bid. The bid is essentially the amount you are willing to pay Google each time someone clicks on your ad. Naturally, the chances of a customer clicking on your ad will increase exponentially with the size of your bid. The larger the bid, the greater the chances of your ad appearing on the front page. That’s how Google ads work, in a nutshell.

That’s why you need to increase your bid amount for your ad. If you bid high enough the ad gets displayed front and center. We all want our ads to get a favorable position on the search results. If you want to be in the top three each time, you need to keep increasing your bid amount. The ad of the highest bidder gets the top billing. Naturally, this will result in more clicks from prospective clients.

How important is my Content for PPC?

Content is crucial for PPC quality. It is one of the top PPC ideas to have! Before you go ahead and park your money on PPC ads, make sure that your ad converts well. There’s no point in throwing good money after ads that do not convert well, is there? And that’s where content marketing comes into sharp focus.

Most competitors utilize quality content for marketing and branding their products online. And to that extent, you can do the same. In addition, with great content, you can even get Google to rank your pages better. With good quality content, one that’s researched well, Google is bound to rank you better. Simply put, better content should increase your quality score, resulting in your ads getting the top position in Google ads.

And of course, if you lack the funds, you can always set your bid amount low and instead focus your extra cash on securing great content for your website. By funneling your cash into good-quality content, you should be able to increase your SEO score. And, of course, it should also result in Google ranking your website and pages higher. And this is why good quality content matters, as far as PPC marketing is concerned.

You need to know your analytics with PPC

How well should you know your competition for PPC?

When it comes to PPC marketing, you will find that some of the top-performing companies have a higher CPC amount. The CPC is the cost per click, where you would essentially be paying Google money per click. With high competition, you need to make sure you have the budget to outpace your competition. In addition, you will need quality content to go with your web pages. A successful PPC marketing campaign maximizes your profit while trimming down your expenses.

The best companies can naturally afford an advanced PPC campaign. When a prospective customer clicks on their ad, nine times out of ten, it leads to a sale or a business engagement. And if your PPC does not result in the same, you will end up hemorrhaging cash.

If you lack the funds for a well-developed PPC campaign, you’ve got to offer the next best thing. But first, you need to make sure you have great content on your web pages. This is one of those top PPC ideas that you need to remember.

Next, present giveaways and offers which may interest your customers. Offer deals, video op-eds, workshops, and quality blog posts, while establishing yourself as an authority. And this should help you net more than a few customers. They will, in turn, will help pay for a more nuanced PPC campaign.

How well should you know your audience’s search habits?

Most business owners often fail to realize that a good PPC campaign starts. One must really know their audience’s search habits. You need to understand your audience and what they are looking for. You need to understand that a good campaign often has something as simple as a search query driving it.

And with Google Ad Services, you can choose which search queries to target, specifically which search phrases. You can also set the parameters to filter out the search queries you want your company’s ad to be associated with. Similarly, you can also set the parameters for your ad to link to the queries you want to be associated with and also avoid those you don’t.

All of these should result in viable leads. This is when a simple click on your Google ad happens. It would result in either an outright sale or engagement of services. You can also set the time your ads will appear. If the times are customer-relevant, it should increase the likelihood of your customers reviewing your ad before clicking the same.

Moreover, setting the time your ads appear ensures that your clickthroughs get better results. In the end, it should help increase your conversion rate and boost your profit margin. Detailing your ads to appear when your clients are online or at certain times, will limit excessive “no-show” clicks. This way, you should be able to maximize the impact of your ads and gain better results.

Which PPC ad type should you choose?

Most people assume that Google Ads come in only one type. That’s a rookie mistake: Google Ads come in five different forms, as described below.

1. Search ads

These ads are simple text ads generated in response to search queries.

2. Display ads

These are generally graphic and often take up residence on third-party websites.

3. Social media ads

These ads are often more prominent. They happen to be graphical and will show up on Facebook, Twitter, and more. They would target the social feed of these markets.

4. Remarketing

5. Google shopping

These search and display ads are just what you need to increase your leads and, in turn, your conversion rate.

There is a whole process with executing PPC

When customers click on a link on your content, you would want them to head over to the main page, right? Nope, that move is so old. Right now, it’s all about getting the customers to the right page.

While the old method often lets your customer do the heavy-lifting by discovering what your website and brand are all about, the new option is better, as it is more effective. You can direct your customers to head over to the right page, be it a blog post, videos, contact us page, etc.

Rather than have all your customers land on a static web page, you are directing them to thematically designed pages, which are visually more engaging. And such pages should enable your customers to learn all about your brand, finesse your marketing, and help boost your conversion rate.

Can the PPC countdown timer help?

One of the awesome top PPC ideas is this! It can help you land more conversions. Having a countdown timer in your ad can lead to more prospects clicking on the link right away.

For example, say that you publish a Google ad regarding an urgent sale for a laptop. And you include a countdown timer, where the laptop is being sold at a massive discount only for the next two days. And this should result in more prospects clicking on the link with a higher conversion rate.

As you can see, you can use these timers for new products, re-launching old ones, special deals, giveaways, grand openings, and even content marketing.

What are price extensions in PPC?

One of the advantages of listing out the price of your product right away is the fact that it makes a customer feel that they can trust you. It is one of those top PPC ideas! Price extensions are valuable for trust. It’s a handy marketing tool where you can list the product and its price tag.

And it should enable you to impress your customers that you are transparent, honest, and reliable. Moreover, your customers would not have to spend much time online, searching for the best rate by comparison shopping. Instead, you would be listing the price along with your ad in the form of handy price extensions.

Is there a light at the end of the tunnel when it comes to PPC?

Granted, PPC marketing is not everyone’s cup of coffee. If you feel that you can handle it yourself, that’s fine. Are unsure about the details discussed above? If so, it may be a great time to approach a reputable digital marketing agency. We would be happy to help you out.

Apart from helping you with PPC marketing, First Page Digital can even audit your website and determine what tweaks can improve results. Additionally, you need to check out these fantastic Google Ad tips.

Final thoughts with our top PPC ideas!

There are so many top PPC ideas to remember, right? When it comes to PPC marketing, hard work and research are required. You need to analyze your customer’s requirements and design an ad that markets your product to the right niche. Then, you can utilize various Google extensions and your ad to increase your transparency.

Are you a busy business owner? You may need to focus your attention on things other than marketing. If so, you can always count on one of the top professional marketers, like First Page Digital, to help out. PPC marketing is what we specialize in. You can utilize this to increase the reach of your ads, generate more leads and help increase your conversion rate.

Remember that an effective PPC campaign is not all about money; it has more to do with the quality. Be it the design of your shopping ad or the content on your website. Once you have started with the PPC campaign, you can monitor your ranking and find out how your ads are doing daily. That should clue you into how effective PPC marketing, combined with quality content, can be in the long run!

Should You Invest in Facebook Ads or Google Ads?

Facebook Ads and Google Ads have rapidly become the two largest platforms for online advertising. Ideally, you’d want to run ads and take advantage of the unique features offered by both, but sometimes you have to choose between the two.

So which of these should you go for? Let’s look at a few things you should consider.

Campaign Goals

1. Campaign Goals

Determining your goal for the campaign is an essential part of deciding what platform would be best suited for you.

Google Ads, for example, is the best option for demand capture—that is, it will reach users who you know for sure are looking to make a purchase. If someone looks up the keyword “customisable phone covers,” chances are they’re trying to find one for themselves. Keeping that in mind, the ads shown on Google will align with this search intent and possibly result in sales.

On the other hand, Facebook Ads is ideal for reaching consumers who are at the top of the funnel, making it a better option if you’re not actively trying to make a sale yet, and are aiming for brand awareness.

You could use both platforms to reach consumers at different stages of the buying process, but if you know the goal of your campaign, you could narrow down your options and pick the platform that provides the greater benefit.

Campaign Goals

2. Budget

As with anything else, sometimes your budget can also make the choice for you. For any ad campaign, the main goal is to maximise the return on ad spend (ROAS), i.e. the profit you earn on every dollar you spend on ads.

For Google Ads, specific keywords have a higher cost-per-click than others, which means that if the keyword you’re targeting is expensive and you have a smaller budget, your ad campaign wouldn’t be bringing you much benefit.

On the other hand, within that same budget, you could reach a much wider audience on Facebook Ads, as well as take into account consumer behaviour and get a better idea of what kind of marketing strategy would work on your target audience.

Look at how far a single dollar can take you with respect to your goals, and make your choice.

Stages of the buyer journey

3. Stages of the Buyer Journey

Facebook and Google are two very different platforms, meant for different things. As such, users on each will also be in different stages of the buying journey, so you wouldn’t be able to find the same audience on both.

For example, Facebook is a social media platform, which is meant for interaction. Most people on Facebook are not looking to make a purchase, but they do explore their interests on the platform. This makes Facebook Ads a great way to target users who may not be aware of your brand or products, especially if your brand is somewhat niche and you think users wouldn’t be actively searching for it.

On the flip side, Google receives more than 5 billion searches every day, and these searches can fall on every stage of the buyer’s journey. However, the keywords within those searches let you know what stage they’re at. If someone searches “water bottle price,” the likelihood is that the user wants to buy a water bottle. In comparison, if a user searches for “water bottle design,” they might not necessarily be looking for a purchase.

The use of specific keywords indicates which users are most likely to make that purchase decision. That way, you can target users who you know for sure are at the bottom of the funnel.

So which is better

4. So which is better?

While it’s important to look at your goals and budget etc., when deciding which platform you want to go for, there is no doubt that each offers unique benefits.

For example, Facebook allows you to create a ‘lookalike audience’ for yourself and then targets people who are similar to this persona. With so much information about the audience’s interests and preferences available, this is easily done on Facebook. That means that Facebook Ads is much more detailed in targeting users when you make an advertisement on Facebook.

On the other hand, Google ads have the highest click-through rate compared to other platforms because Google prioritises relevance and shows users ads that are most relevant to them, given their search history.

Google also uses remarketing, where users are reconnected to brands that they have interacted with before. This makes it more likely that consumers will go through with their purchase instead of adding your product to their cart and closing the window.

Still, neither one is inherently better than the other, so once you’ve decided on your budget, your marketing objectives and your target audience. You’ll be able to make a better and more informed decision about which platform will be more beneficial to your brand.

Starting a digital marketing campaign can be a very daunting prospect for many businesses. Should you need any more convincing, perhaps read our blog about why now is the time to start digital marketing!

So, what are you waiting for? Reach out to us today, and one of our specialists will be happy to get back in touch as soon as possible! First Page is the leading digital marketing agency in Asia, helping our clients exceed their expectations and grow their online presence.

Do You Know About Consent Mode?

Consent mode was initiated by Google as a way to conform to privacy regulations. Passed in May 2018, the European General Data Protection Regulation (GDPR) has had huge consequences for businesses. It also has had consequences for website owners and marketers too. One of its basic principles calls for transparency and fairness within the way personal data is collected and processed.

Many websites will prompt you with a pop-up notification asking you to agree with their use of cookies. This is because of GDPR. Cookies are little bits of data that help store information about a specific user’s session. 

Alone, cookies don’t reveal much. However, on a larger scale, they help businesses make more informed, analytical, and smart decisions to drive success. 

But they also mean collecting the personal information of everyone that visits the website. Whether or not this was okay is exactly what the GDPR aimed to solve. Now, businesses and advertisers in Europe must contend with a much smaller data pool to optimize their ads. 

To combat this, Google has introduced conversion modeling through their Consent Mode. It poses a way for advertisers to effectively recover a huge portion of lost conversion data. As such, it optimizes their ads in such a way that prioritizes the privacy of website visitors.

But, first things first…

Consent mode was released back in September 2020. It provides a solution for advertisers to comply with a more privacy-centric internet. Through new Google tags, advertisers can customize exactly how cookies are managed for advertising purposes. This way, if a user does not accept the website’s cookies, their data will not be recorded. 

It should be noted, though, that consent mode is not the same thing as consent management platforms. Consent management platforms help websites with the process of actually obtaining cookies in accordance with user consent. 

Why is this data important for your ads?

Today’s world is increasingly digital. More and more people are turning towards eCommerce when it comes to shopping for their goods. This means websites are becoming even more of an important tool for advertisers. On a large enough scale, the data they can collect is invaluable for advertisers. More data can improve the effectiveness of their ads and generate more conversions. There is so much information that cookies can gleam from a user. Whether it be what device they’re using, what websites they’ve visited, and much more. All this helps to tailor the advertising experience to them. 

Regulations like the GDPR have had a negative effect on how well advertisers can understand the conversion process. This can disrupt the clarity of the conversion funnel of the product they’re trying to market. Without such comprehensive data, optimizing advertisements is more difficult and less accurate. If you’ve been running digital advertising campaigns in Europe for a while, you’ve probably noticed the affects of this. 

The goal of conversion modeling through consent mode is to provide an option to get some amount of useful data. This is all while still working with privacy-friendly consent management platforms. 

As of April 2021, consent mode wasl be able to model conversions. It could recover “lost data” that would have otherwise been measured when users’ cookies were automatically tracked. Google can then aggregate this anonymous data. Then Google models up to 70% of the ad-click-to-conversion journeys that may have taken place. Google themselves has said that results may vary depending on the consent ratio and other advertiser differences. This can be a great help for those looking to optimize and improve the effectiveness of their ad campaigns. Advertisers will be able to see and distinguish between observed conversions and modeled conversions. In addition, one can see the total number of conversions. 


Is Google consent mode compliant?

When utilizing services like Google Analytics, Google Tag Manager (GTM), and Google Ads, Google Consent Mode offers a new approach for your website to track conversions and gain analytics insights while being entirely GDPR compliant.

Does modeling in consent mode recover 100% of the data?

According to data from Google Ads, more than 70% of ad-click-to-conversion trips that were lost as a consequence of user cookie consent decisions are often recovered through conversion modeling using Consent Mode.

Does Google Analytics suffer from cookie consent?

In order to identify users, their activities, and qualities, Google Analytics, including Universal Analytics, normally employs cookies and necessitates cookie consent. This implies that if a person completely rejects cookies, they won’t be identified as a visitor at all by analytics.

How do cookies affect SEO?

Google uses cookies to remember user preferences. The preference data helps personalize adverts. Users will not have ads tailored to their interests if they choose not to accept cookies.

Final thoughts: What does this mean for businesses in HK and beyond?

For businesses operating locally in Hong Kong, this remains more of a concern, at least for the time being. If you have potential customers in Europe or sell in an international market, this is something that needs to be taken into account.

Consent mode can greatly increase the effectiveness of your advertising campaigns. Therefore total number of conversions can increase. Google’s conversion modeling through consent mode is effectively the light at the end of the tunnel. 

First Page has years of experience running digital marketing campaigns around the world. If you want to learn more about running Google ad campaigns, get in touch with our specialists today.

Running Google Ads? You Need to Master your ‘Quality Score’

The most measurable indicator that helps us to optimize Google Search Ads campaigns is Quality Score.

Quality Score is on the Keyword Level. Google’s system will evaluate each keyword in your campaigns and give them an individual score.

Why is this important? According to Google, Quality Score is one of the key factors affecting your ad rank and ad position, besides the bid price.

A good Quality Score can, in turn, help to minimize the required bid price, which ends up saving you money! Ad relevance Google Ads is key! Learn more below.

Where to Start with Google Ads Quality Score Factors?

Besides the bid price, Quality Score is the most effective way to improve your ad rank.

We all know Quality Score is a combination of 3 dimensions, Ad Relevance, Landing Page Experience, and Expected CTR.  Here will show the basic but essential ways to improve your Quality Score.

Factor #1 – Can Ad Relevance affect Google Ads Quality Score?

Ad Relevance refers to how closely connected your keywords and ads are.

The first step toward creating relevant ads is putting similar keywords in the same ad group. You should then create ad copies for those similar keywords.

The most direct way is to put your keywords into the ad copy itself. Besides using Single Keyword Ad Group (SKAG) to expand to hundreds of ad groups, one much easier way is to use Dynamic Keyword Insertion (DKI).

DKI is a Google Search Ads feature that dynamically inserts your target keywords into a designated place within your ad. Just use the parameter {Keyword: } in your headlines and descriptions and Google will put the keywords into the copy.

DKI can improve your Quality Score and Ad Relevance. However, be careful that not all cases are suited for the use of DKI, like competitor campaigns for example. It will not only help your competitors by promoting their name in your ads, but also have the risk of getting sued by the competitors.


Factor #2 – Does Landing Page Experience Affect Your Google Ads Quality Score?

Google wants its audiences to have the best experience possible while using Google Search. So, they want the website in SERP to have a certain speed that will not give a negative experience to audiences.

Plus, nowadays people are keener on using mobile devices to search for things. As such, you need to pay attention to your landing pages.

Therefore, Landing Page Experience will focus more on mobile page speed and mobile-friendly tests.

This is especially important as your ad will link directly to your website. Google has a great tool called ‘Think With Google’.

It is a way to benchmark Google ads you may be running and how successful they may be. It loads your website and gives technical suggestions on improving your website speed! Simply use it and pass the suggestions to your IT team.


Factor #3 – What about Expected CTR impacts your Google Ads Quality Score?

CTR is the most controllable parameter regarding an ad’s Quality Score and increasing the bid price.

Google expects that audiences will be keen on clicking the first few websites in SERPs, and the position is key to the expected CTR.

Although Google will not tell you the exact average ad position of your keywords, you can manage your best to improve the keywords expected CTR.

This will take up a large portion of your budget, so, reduce the worst performing keywords and focus your budget on keywords with high conversion rates.

Final Thoughts.

These are the easy but essential steps to improving your Google Ads Quality Score. We hope that they can be useful in your campaigns!

If you have any questions about your Google Ads, be sure to reach out to us now so that you can speak with one of our Digital Strategists (100% free). In the meantime, feel free to read over our Google Ad services too.

FAQs on the quality score (aka ad quality).

Improving your quality score for Google Ads?

Google Ads can be a great way to improve your website’s visibility and attract more visitors. However, if your ads are poorly targeted or have low-quality scores, they can cost you more money than they bring in. Fortunately, there are a few simple steps you can take to improve your quality score and get the most out of your Google Ads campaign.

First, ensure your ads are relevant to the keywords you’re targeting. Google’s quality score algorithm takes into account the relevancy of your ads when determining how much to charge per click. If your ad is not relevant to the keyword it’s targeting, you’ll likely see a high cost per click and a low-quality score.

Second, make sure your ad copy is clear and concise. Google prefers ads that are easy for users to understand. This means avoiding technical jargon and making sure your message is clear and to the point.

Finally, make sure your landing page is relevant to the keywords you’re targeting and the ad copy you’re using. Google wants users to land on pages that match their search intent, so if your landing page doesn’t meet this criteria, you’ll likely see a lower quality score. By following these simple tips, you can improve your quality score and get the most out of your Google Ads campaign.

Is there such a thing as a mobile ad quality score?

Google’s ad quality score is a rating system used to judge the quality of an advertiser’s creatives, landing page experience, and overall performance on Google Ads. The ad quality score is based on a number of factors, including click-through rate (CTR), relevance, and landing page experience.

However, there has been some debate as to whether or not Google has a separate ad quality score for mobile ads. Google has not explicitly said that they do or do not have a separate ad quality score for mobile ads. However, given that Google judges ads based on CTR, relevance, and landing page experience, it stands to reason that they would have a separate ad quality score for mobile ads given that mobile devices have different screen sizes and users interact with them differently than desktop computers.

In conclusion, although Google has not explicitly said whether or not they have a separate ad quality score for mobile ads, it seems likely that they do give that mobile devices have different screen sizes and users interact with them differently than desktop computers.

Is there such a thing as a keyword’s quality score?

There’s a lot of talk in the SEO world about keyword quality scores. But what are they, and do they really exist? Here’s what we know.

A keywords quality score is a number that Google assigns to a keyword to indicate its relative importance. The higher the keywords quality score, the more likely it is that your ad will be displayed when that keyword is searched for.

The keywords quality score is based on a number of factors, including the relevance of the keywords to your ad, the click-through rate of your ad, and the landing page experience. So, do keywords quality scores really exist? Yes, but it’s important to keep in mind that they’re just one piece of the puzzle. In order to be successful with SEO, you need to focus on creating high-quality content that will appeal to both search engines and potential customers.


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