A Few Pointers for BingAds
NOTE: This post is geared towards people who have knowledge about PPC and have either tried it or have gone through the training and are thinking of trying it.
There are two specific areas I'd like to point out regarding PPC advertising with Bing. This happens with Google, too. But, I haven't used them in a while.
The two topics I want to cover are:
- Quality Score
- Bing Message about Below First Page Bid
For reference, the following is a screenshot of one of my live campaigns for the month of June:
As you can see from the display, Quality Score does matter. I am not showing this to brag. It's more to help set your expectations. As you can see, the first line shows a quality score of 8/10. I am bidding 20 cents on that item and Bing is giving me an average bid of 13 cents.
Now, the next line seems like it is doing better with a much lower quality score. But, that is not actually the case. The low quality score on this item is reducing the chances of it being shown. Just look at the number of impressions compared to the other line items that have much higher quality scores. The reason line item 2 is doing better in this case is just because there are only 4 clicks. My Click through rate (CTR) is lower than the other line items, too.
The third line item shows a quality score of 10/10. Bing has given me several clicks at an average of 8 cents per click. The bottom line is quality score is a big deal.
How do you get your quality scores up? If you follow Kyle's PPC training, he discusses about relevancy. Keep you keywords, ads and landing page relevant. When you do that, Bing will give you a high quality score and reward you with better bids than what you bid.
Below First Page Bid Message from Bing
This item can be frustrating as Bing is trying to get you to bid up. If you notice, the bid price estimates for each of these three flagged messages are 26 cents, 47 cents, and 61 cents, respectively. What this is supposed to mean is that it shouldn't be showing these ads since the prices I have set should not make it to the first page. But, just take a look at the average position (last column). These are decent enough to get clicks.
I can't say for sure, but I believe this too, has to do with the fact that my quality scores are decent.
If you are using PPC, specifically Bing and Google Adwords, get those quality scores up. Bing has been known to reward me with close to 0 bids on occasion. It happens often, actually. Revisit Kyle's PPC training or start taking it if you are considering advertising with Bing or Adwords.
As you can see, you don't have to spend a lot of money for PPC to be effective!