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Bing PPC Advertising Services Hiring Guide

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Bing PPC Advertising Services Hiring Guide

Updated March 29, 2024

Incorporating Bing PPC advertising into your overall digital marketing strategy can offer unique benefits and opportunities that may not be as readily available on other platforms, making it a valuable addition to consider for maximizing your marketing efforts. Discover the right tips and strategies to find the perfect partner for your Bing PPC campaigns. 

Online advertising offers a myriad of benefits that traditional advertising mediums simply cannot match. Online ads offer unparalleled reach, enabling businesses to easily connect with customers globally and target specific demographics directly, translating into higher efficiency and effectiveness of marketing efforts.

However, it can be challenging to compete on search engines where competition is fierce and costs are high.

Bing, in comparison to Google, has less competition, meaning that advertisers may benefit from lower CPCs, increased online visibility, and more transparency and control over their campaigns.

Bing advertising companies can help their clients leverage PPC advertising on Bing to grow their business. With experience optimizing campaigns, creating ad content, and testing various strategies, they can help their clients get the most out of their investment.

This hiring guide dives into everything you need to know about PPC advertising on Bing in order to hire the right team for your project. 

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What is Bing Advertising?

Bing PPC Advertising: Bing advertising, also known as Microsoft Advertising, allows advertisers to bid on the chance to show ads in Bing's search engine results, paying only when a user clicks on their ad.

Launched in 2009, Bing is a web search engine owned and operated by Microsoft. As the second largest search engine in the U.S., it is very appealing for advertisers thanks to their large audience. 

Similar to other pay-per-click (PPC) advertising channels, Bing ads allow businesses to target specific keywords and display their ads prominently in search engine results or on other websites, with the cost incurred only when a user engages with the ad by clicking on it.

Additionally, this model provides a targeted approach to digital marketing, enabling businesses to reach audiences actively seeking their products or services.

Types of Bing Ads

Bing offers various types of ads to cater to different business needs and marketing goals. Understanding the nuances of each can significantly enhance the effectiveness of Bing PPC campaigns. Here are the principal types of Bing Ads:

  1. Text Ads: These are the most common types of ads on Bing, appearing in search results as text. They include a headline, display URL, and a brief description, crafted to capture the attention of potential customers.
  2. Product Ads: For e-commerce businesses, product ads display rich information about products directly in the search results, including images, prices, and merchant name. These ads are particularly effective for direct response campaigns.
  3. Responsive Ads: Responsive ads automatically adjust their size and format to fit into available ad spaces across Bing's network. This flexibility increases the reach of campaigns, ensuring ads display optimally on different devices and screen sizes.
  4. App Install Ads: Designed to drive app installations, these ads link directly to the download page of your app in the Microsoft Store or other app stores. They are a valuable tool for mobile app developers looking to increase their user base.
  5. Remarketing Ads: Remarketing ads target users who have previously visited your website but did not convert. By displaying relevant ads to these users as they browse the web, businesses can re-engage potential customers and increase conversion rates.
  6. Video Ads: Although not as widely used on Bing as on some platforms, video ads can appear in search results or on partner sites within the Microsoft Network. They offer a dynamic way to engage potential customers with visual and auditory content.

However, creating and managing a PPC campaign on Bing can be time-consuming and challenging, especially if you’re unfamiliar with the platform. Bing PPC service providers can provide a comprehensive strategy to grow your business and meet your core objectives.

Bing PPC Advertising by Country

Bing PPC Advertising by City

5 Benefits of Bing Advertising Services

Many businesses choose to invest in Microsoft Advertising because it is an effective way to broaden their audience and reach target customers. By promoting their products and services online, they can grow brand awareness, boost sales, and more.

benefits of ppc bing advertising

Bing Advertising services come with numerous benefits, including:

  1. Cost-Effectiveness: Since advertisers pay only for clicked ads, Bing PPC is a cost-effective way of reaching your target audience.
  2. Targeted Reach: With advanced targeting options, businesses can reach specific demographics, locations, and even times of the day.
  3. Less Competition: Bing generally has less competition than Google, which can lead to lower costs per click and higher ad positions.
  4. Stronger Engagement: Users on Bing search often engage more and convert at a higher rate for certain industries.
  5. Access to a Unique Audience: Many Bing users do not use Google, providing access to an audience that might be missed otherwise.

What Other Services Do Bing Advertisers Provide? 

As discussed it takes a lot more than simply setting up your Bing ads in order for your campaigns to be successful. Bing advertisers often provide a suite of services to enhance campaign performance, including:

  1. Strategy development
  2. Keyword research
  3. Ad creation
  4. Analytics
  5. Optimization
  6. Cross-Platform advertising

Strategy Development 

Companies invest in Bing advertising for a variety of reasons, including: 

  • Lead Generation: Driving traffic to landing pages to capture leads and prospects for further marketing efforts.
  • Sales and Conversions: Directly generating sales or conversions, such as online purchases, sign-ups, or downloads.
  • Brand Exposure: Increasing brand visibility and awareness through ad impressions and clicks, even if the immediate goal is not a direct conversion.
  • Traffic and Website Visits: Bringing relevant traffic to the website to increase overall visitor numbers and engagement.
  • Local or Global Reach: Targeting specific geographic areas or reaching a broader global audience, depending on the business's needs.
  • Customer Retention: Engaging with existing customers through retargeting campaigns to encourage repeat purchases or brand loyalty.

However, Bing PPC advertising is not a one-size-fits-all strategy. How your campaigns are set up, though, can impact these goals differently. Bing advertising companies can help you set up your campaigns to meet your specific goals and adjust as needed so you get the most out of your campaign.

With a solid understanding of how Microsoft ads work, different bidding strategies, and which keywords will provide your business with the most value, they can help optimize your budget. 

Keyword Research

Like most PPC campaigns, keyword research is a fundamental process in Bing PPC campaigns, involving the identification of words and phrases that potential customers use when searching for products or services related to your business.

Having a keyword strategy in place directly influences the effectiveness of PPC campaigns by ensuring ads are displayed to a highly relevant and interested audience. By targeting the right keywords, businesses can improve their ad click-through rates (CTR), achieve higher conversion rates, and ultimately, enjoy a better return on investment (ROI). 

Additionally, effective keyword research helps in bidding strategies, allowing advertisers to allocate their budget more efficiently by focusing on terms that are most likely to drive sales or leads. 

Ad Creation

Bing PPC service providers sometimes provide content creation services to help clients launch high-quality ads. They may write high-quality ad copy for headlines, informative and persuasive body text, and a strong call-to-action (CTA) that encourages the viewer to take the desired step, whether that's making a purchase, signing up for a newsletter, or visiting a website.

If you are investing in product or responsive ads, they may be able to create visual elements as well. High-resolution images or videos that showcase your product or service appealingly can significantly increase the ad's effectiveness.


Monitoring key performance indicators, including conversions, impressions, conversion rates, and additional metrics, is crucial when creating PPC ad campaigns. This practice provides insights into your return on advertising spend and sheds light on customer behaviors and preferences.

Bing PPC service providers not only track key performance indicators (KPIs), but will also provide in-depth reports that can help you gain insight into your campaigns. With a solid understanding of your campaign performance, you can make adjustments to ensure that you are spending your ad budget wisely.  


With insight gained from data and analytics, companies can optimize their Bing PPC campaigns, so their ads are more effective. 

Many companies will conduct A/B testing; by experimenting with different ad copies, landing pages, and calls-to-action, advertisers can determine what resonates most with their target audience.

They may also adjust their bidding strategy, review their keyword list, and add negative keywords if they’re not generating conversions.

Altogether, these strategies can ensure clients earn the highest possible return on their investment. 

Cross-Platform Advertising

Bing is owned by Microsoft, and they offer integrated advertising solutions across Microsoft's network, including Yahoo and LinkedIn. As such, many Bing advertising companies can also help you navigate these additional channels. 

Another significant channel is the Microsoft Audience Network, which extends the reach of Bing Ads to include premium sites and apps like MSN, Outlook.com, and Microsoft Edge browser, using rich audience intent data for more targeted advertising. 

Microsoft Advertising also integrates with Windows 10, allowing for unique placements within the Start menu and other native Windows features.

These channels offer diverse ways for businesses to reach their audience through the vast Microsoft network, utilizing data-driven insights to create more personalized and effective advertising campaigns.

How to Assess The Performance of Bing Advertising

When hiring a Bing advertising company to support your PPC campaigns, you expect them to help you improve the performance of your campaigns. To do so, you need to have a solid understanding of the metrics they will be reporting on. Here are a few metrics that can help you determine the success of your campaigns: 

  • Impressions: This metric quantifies the number of times an ad is displayed on search result pages or partner sites. Impressions provide insight into the reach of the ad campaign, showcasing how often an ad is being seen by users.
  • Conversions: A conversion occurs when a user takes a specific action that the advertiser has designated as valuable. This action could be making a purchase, signing up for a newsletter, downloading a brochure, or any other predefined activity that aligns with the campaign's objectives.
  • Click-Through Rates (CTR): The Click-Through Rate is a critical metric calculated by dividing the number of clicks an ad receives by the number of times the ad is shown (impressions), expressed as a percentage. CTR is an indicator of the relevance and appeal of the ad to the target audience.
  • Conversion Rates: Conversion Rate measures the percentage of users who click on an ad and then proceed to complete a desired action (conversion). It is calculated by dividing the number of conversions by the number of clicks and is a key indicator of the effectiveness of the ad in driving desired actions.
  • Cost per Acquisition (CPA): This metric represents the average cost of acquiring one customer or client through the ad campaign. It is calculated by dividing the total cost of the PPC campaign by the number of conversions. CPA helps advertisers understand the effectiveness and efficiency of their advertising spend in relation to their ROI objectives.

Who Makes Up a Bing PPC Advertising Team?

ppc bing team

When hiring a Bing advertising company to support your PPC campaigns, you expect them to help you improve the performance of your campaigns. To do so, you need to have a solid understanding of the metrics they will be reporting on. Here are a few metrics that can help you determine the success of your campaigns: 

  • Project Manager: Project managers oversee the setup of Bing PPC campaigns, including ad creation, bid management, and ongoing optimization to improve performance. Their main objective is to create comprehensive roadmaps outlining steps and tactics to achieve the campaign's goals.
  • Bing PPC strategist: PPC strategists are more in the weeds of your campaign. They can help develop a comprehensive strategy for Bing PPC campaigns, including keyword research, ad group structuring, and budget allocation.
  • Copywriters: Copywriters create unique and compelling content for your ads and Amazon landing page. This can include descriptions, headlines, and ad copy. 
  • Graphic Designers: If you are planning to include visual assets like videos or images, a graphic designer can provide high-quality content to improve your campaigns.   
  • Data Analysts: Data analysts are constantly monitoring the performance of Bing PPC campaigns, analyzing data, and providing comprehensive reports on campaign metrics such as click-through rates, conversion rates, and overall return on ad spend (ROAS).

What to Look For When Hiring Bing Advertising Services

While Bing ads are a cost-effective way for advertisers to expand their reach and increase sales, experts can help them create an effective strategy. Yet, selecting an ideal partner is multi-faceted and you need to consider everything involved with hiring a service provider during this process.

In addition to considering their experience and certifications, you need to consider their capability to deliver outcomes, the simplicity of collaboration with them, and the financial implications of engaging their services.  

Criteria for Hiring Bing Advertising Services

  • Budget
  • Location
  • Industry experience
  • History of client satisfaction
  • Certifications

A highly effective method to gain insights into the experience of partnering with service providers before making a hiring decision involves exploring online client testimonials. Platforms dedicated to ratings and reviews, such as Clutch, offer in-depth analyses on distinct projects, their outcomes, and the client-service provider relationship quality. Leveraging this information can significantly enhance your ability to make well-informed hiring choices.

What Matters Most When Hiring Amazon Advertising Services? 

In order to shortlist potential Bing PPC partners, you need to carefully consider what is most important to your business. While experience and their ability to deliver is likely your highest priority, you may need to balance it with other factors like your budget. 

For instance, while some service providers may have a lot of experience in your industry and have a fantastic portfolio that demonstrates their ability to deliver high-quality results, they may not be the best fit if their rates are exceptionally high. 

As you narrow down your list, you can begin contacting top service providers to schedule an interview. This can help you narrow your list down even further so you can feel confident when you sign a contract. 

10 Questions to Ask When Hiring Bing Advertising Services

  1. Can you provide case studies or examples of successful Bing PPC campaigns you've managed?
  2. How do you customize strategies for different businesses or industries?
  3. What metrics do you focus on to measure the success of a PPC campaign?
  4. How do you optimize campaigns for better performance?
  5. What is your process for managing and adjusting bids?
  6. How do you ensure ads are targeted effectively to the right audience?
  7. What reporting systems do you use, and how often do you report on campaign performance?
  8. How do you stay updated with Bing's advertising policies and features?
  9. What is your pricing structure? Are there any additional costs?
  10. Have you worked with others in our industry? 

Hire the Right Bing Advertising Services To Strengthen Your Campaigns 

Hiring the right Bing advertising service encompasses far more than simply finding a provider with a strong track record. It involves a holistic evaluation of the provider's ability to achieve tangible results, the ease of collaboration, and the financial viability of their services. 

When considering Bing advertising services, it's essential to weigh factors such as budget, location, industry experience, history of client satisfaction, and certifications. Reviewing online testimonials and engaging in detailed discussions with potential service providers can provide valuable insight into their project.  

Ultimately, the goal is to select a partner that aligns with your business priorities, delivering impactful advertising campaigns that enhance your presence on Bing and drive your business objectives forward.

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