Across the Internet, businesses are realizing the benefits of pay-per-click advertising. Bing Ads can help you reach a new group of high-quality customers and increase your return on advertising spend. This overview explains how Bing Ads helps execute marketing strategies to get better results.

After reading this training, you will understand how to:

  • Reach new, high-quality customers.
  • Improve conversion rates with Bing Ads.

What is Bing Ads?

Every day, millions of people type keywords into search engines, looking for products and services. With search advertising, you create ads and bid on keywords. One of the locations your ad may appear is the “sponsored links” of search results pages. Whether customers want to purchase a product, request a service, or sign up for information, your goal is to get customers to see your ad and go to your website. You can accomplish this by having your ad appear at the top of the search results page, in the “sponsored links” sections.


Unlike traditional advertising, with online advertising you’re only charged when your ad is clicked.

With one Bing Ads ad buy, you can reach 167 million unique U.S. users on the Yahoo Bing Network, and spend 26 percent more online than the average Internet searcher. Reaching this high-quality, engaged audience will help you to connect with the right customers.

To get your ads in front of the right audience, you can apply advanced targeting options to your campaigns. Instead of blasting your ad across the Internet, target a specific segment of the population. Targeting strategies center around these attributes:

  • Geographical location
  • Day of the week
  • Time of day
  • Age and gender
  • Device

Keywords and keyword bids

Once you’ve created your ads and targeted your audience, you need them to appear on websites. Now, it’s all about keywords and keyword bids. When creating your campaign, choose keywords relating to your business and matching your customers’ needs.

You can create your own keyword lists, or use the Bing Ads keyword research tools to identify effective keywords and keyword bids. Creating an effective keyword list is important. You may have a great targeting strategy, but without a great keyword list, customers may never see your ads. Bing Ads keyword tools help:

  • Identify the right keywords.
  • Choose optimal keyword bids.
  • Track conversions.
  • Improve campaign performance.


If your ultimate goal is to get a conversion, you want to drive more traffic to your website. Identifying the right keywords is step one. Optimization is step two. Choosing the best amount to pay (keyword bid) for each keyword, keeping track of how well each keyword performs, and then using Bing Ads reporting tools to review, study, and adjust your keywords and keyword bids are the steps to optimization. Running reports and refining your keywords and ads is how you will continually improve your ad performance, increase your conversions, and grow your business.

This overview has provided an introduction to the benefits of Bing Ads, including:

  • Audience targeting.
  • Keyword research tools.
  • Campaign optimization tools.

As you become an expert user of Bing Ads, you may reach new, high-quality customers. You’ll increase your conversion rate and get more value from your advertising dollar. For in-depth information about Bing Ads, review the Help files, and continue reading the free trainings to becoming a Bing Ads Accredited Professional.