Bing Ads is an advertising platform used to display ads on the Bing network including bing.com, yahoo.com, and aol.com. Smaller affiliates like duckduckgo.com and slickdeals.net also fall under this umbrella.
Ads show up on Bing when a visitor searches just as they would on any other search engine. The top and sides of the page are premium real estate, and you want to be sure people notice you first by making your ads relevant.
How Bing Advertising Works
Bing shows ads relevant to a visitor’s search based on the terms used. Searching for “hardware store Kansas City” will return ads for hardware stores in Kansas City. Yes, that’s quite obvious. However, you may not know that whenever someone conducts a search, Bing gives ad placement to the highest bidder. Just because you have an ad on Bing, doesn’t mean people will see it.
Bing makes money off of the ads businesses place, so if you outbid your competition, your ad is more likely to appear. However, Bing only gets paid when someone clicks an ad. That’s because you only pay Bing when someone clicks on your ad.
This is why relevancy matters. If you operate a hardware store in Dallas, your ad will never appear using the search terms above no matter how much you bid, because no one would ever click on it. They need hardware stores in Kansas City, not Dallas. Showing irrelevant ads profits no one.
On your end of the ad, make sure when a visitor clicks your ad, it sends them where they expect to go. If your ad promotes drills, send the clicker to the drill page of your hardware store website, not the page with pipe fittings.
Advantages of Bing
Bing has a host of advantages that are similar to other search engines. Using proper keywords, you get your business in front of people when they need it, increasing your conversion rate. You only pay if your ad works, so you don’t spend money on useless advertising, and you’re less likely to exceed your budget by placing bids for the maximum you’re willing to pay.
You can also track your engagements on a dashboard, showing you how many people saw your ad, how many times they clicked, and how much you paid for each click, giving you the ability to segment your future ads based on what worked and what didn’t.
While Bing doesn’t have the same volume as Google, this proves to be beneficial. Fewer businesses advertise on Bing, meaning less competition for you, better ad positioning, lower cost per click, and higher quality conversions.
Cost of Bing
A pay per click model determines how much advertisers pay for ads. You only pay when someone clicks your ad, but how much you pay depends on how much you bid. You pay different amounts based on keywords. Niche keywords in small communities can cost less than $0.20 while popular keywords in big markets cost more than $20.
Bing’s keyword planner suggests bids for your ads, so you have an idea of how much you need to bid for your ad to appear in someone’s search terms. You choose how much you are willing to pay based on how much you stand to profit from acquiring conversions. $20 is worthwhile if a new customer means $500 or more to your business.
Factors to Consider
Switching to Bing from Google doesn’t mean you’ll lose your previous campaigns. When you sign up for a Bing account, you have the option to import these from Google AdWords. You can then use them to run similar campaigns and benchmark which service is better for your business.
Diligent keyword research tells you which terms have high volumes and low competition. Bid on keywords with purchasing intent. If someone searches for “best toilets to buy,” it’s likely they plan to buy one soon. If they search for “best toilet repair near me,” you don’t want your hardware store ad to appear. That is unless you also offer toilet repair services.
After selecting targeted keywords based on your product, service, or location, you can also choose your match type. This allows you to select how closely you want your keyword to match the user’s search when your ad appears. Broad matches will look for searches containing synonyms of your keyword, whereas exact matches will only show up when someone searches for that exact keyword or phrase. Broad matches have the potential to appear on searches that aren’t relevant to your business, so you may have to narrow your match type over time after some careful study.
After several months, you should review and optimize your ad to improve future results. You have visibility to keyword impressions so you can refine and change as needed. Remember to remove negative keywords from your campaign.
Bing has a variety of targeting options you can use after you evaluate your initial campaign. You can run A/B tests, increase your visibility on weekends where you see more traffic, and bid higher on demographics like age or gender.
I get it. You want to be discovered. And search engine optimization is part of that. But it’s easy to stuff keywords into your articles or blog posts anywhere to get visibility. There’s more to online marketing than that. There are specific techniques you can employ to get the best out of your marketing strategy without affecting the readability of your content.
You have to use keywords the right way, or you won’t get noticed like you thought you would. Google and other search engines are smart. They value quality over quantity and can identify keyword density and its effectiveness.
Engaging online with people who already interact with you and your website promotes your website to relevant audiences. By showing an interest in your followers, you present yourself as genuine and sincere, and you can provide a more meaningful and customized experience for them. Use a blog to accomplish some of this. You can create sharable content by being unique and original. Linking to other blogs or external sources shows that you foster a community of sharing within the industry and value the opinions of other industry experts.
Case studies highlight individual clients and their success stories. It helps other potential clients feel like they have second-hand experience with what you do and makes you more trustworthy. Present these case studies in a visual format like a video showcasing a client interview, or ask your clients to write a quick testimonial you can post on your site.
Pump out news articles to your readers that are relevant to your industry. Keeping up-to-date on the current trends or industry struggles will always benefit you in ways other than direct marketing. Sounding knowledgeable when you speak with clients will get you farther than almost anything else will.
Online promotions or contests engage your social media followers, inspire friendly competition, and offer freebies that everyone likes. This is one of my favorite SEO marketing techniques because it gets the online community buzzing about your brand, no matter what sort of freebie you’re offering.
You should always use these marketing techniques safely and effectively. Ethical business practices and principles are at the core of everything you do. Using these techniques effectively can help you improve your marketing strategy performance and maintain integrity.
Search engines are smart enough to recognize quality over quantity, so link building is an essential marketing tool that you shouldn’t overlook. Acquiring links from education websites and other trusted industry experts can drastically increase your rank on any search engine and make you easier to find.
I would even go so far as to say that it’s impossible to rank on Google or any other search engine without links. Here’s why:
- Links are Google’s #1 ranking factor
- Links define the entire internet
- Links point to other great content that deserves to rank as well
- Links transfer power and trust, hopefully back to you
- Links help people discover your site
As I mentioned above, blogging is a great way to start link building. Linking to relevant external sources in your blog helps to build credibility with other experts in your industry. By sharing blogs on social media sites, you begin to develop inbound links as well.
Linking to other blogs on your site sometimes generates a ‘return the favor’ sort of attitude within the community, and simply linking to other people’s work can build a good linking foundation. You can also create organic inbound links by guest blogging on someone else’s site.
Researching the links your competitors use is a useful tool for knowledge building. You can learn a lot from the way your competitors link to other content. You gain valuable insight into their strategy, the keywords they are using, and what they feel is important. Using this information, you can build better links to outrank them.
Calls to action with internal links keep people on your site and help them to discover more about you. Writing content that links back to yourself does many things. It creates a backlink, and it promotes other products or services you offer. You can use these tactics to upsell as well.
Providing your users with genuine, useful content comes in many forms. It is critical that you understand how to use keywords effectively because keyword density impacts the readability of your content. Link building techniques provide structure and understanding to what you publish. Check out our done-for-you system for more ideas.
Browsers are a highly personal choice. Everyone has a reason for using the browser they use, and often it’s not based on performance or features, but on habit. Switching browsers just feels weird.
With Chrome gaining sixty percent of the market share as of October 2017, the majority of extensions are available for Chrome only. Some are available for Safari, but Opera has been left in the dark for a long time. However, the Norwegian company is pumping out some new features, and users might be pleasantly surprised with the options.
Opera recently introduced their newest version with a built-in ad blocker and VPN service. Ads significantly slow down website performance, so the addition of a built-in ad blocker increases battery life and strain on the processor.
Opera also has a power saving mode that reduces the activity of tabs that aren’t active, decreasing the energy your computer uses. Compared to other browsers, this can extend battery life up to fifty percent. It’s great when you need to power through essential tasks or have a lot of references open at once for writing a blog or scheduling multiple social media posts.
It’s important for digital marketers to track email opens, clicks, and generate daily reports. MailTrack used to be available only for digital marketers, but they’ve made it easy now for everyone to use it. One green check indicates that a message was tracked correctly, and two checks mean it was opened. All of this is at a glance and easy to see.
The number of accounts you have between email addresses, client portals, and social media accounts makes your head spin. Keeping a document full of your usernames and passwords is highly volatile, using the same username and password for everything compromises every account in the event of a data breach, and writing them all down on a piece of paper is cumbersome.
LastPass is versatile, allowing you to store usernames and passwords, as well as credit card information, shopping profiles, and URLs. You can safely store all of the data you have in one place while maintaining security.
Evernote Web Clipper
If you regularly save articles to reference later or take screenshots, Evernote helps to organize these things, so you don’t lose track of them. You can keep your bookmarks and tabs under control, while never forgetting where that article was that you wanted to read. Evernote automatically syncs with all devices so that you can access your saved pages from your smartphone or tablet as well.
Download Chrome Extension
Just because your favorite extension is only for Chrome doesn’t mean you can’t use it. A lot of people who love Chrome only love it for the extensions and are reluctant to switch to a new browser because they don’t want to lose productivity.
However, if there’s an extension not available at the Opera Store, just use Download Chrome Extension to add it to the Opera browser. It’s easy and keeps you moving with great marketing apps only available for Chrome with the increased performance of Opera.
Opera is one of the best browsers for reduced processor load and faster web browsing because of all of the built-in extensions. Opera continues to increase its offering by offering a power saving mode on all future versions which recognizes when your computer isn’t plugged in and reduces the activity in background tabs, wakes the CPU less often, pauses unused plugins, and much more.
Whether you’ve been with Opera for a long time and are a dedicated user or are looking for a browser to increase your performance and help your laptop run more optimally, Opera has a wealth of plugin options to keep you moving. Check out our done-for-you system for more ideas.
While the browser wars are far from over, there remain only a few significant players in today’s business world. Everyone knows that Internet Explorer comes with Windows, and the running joke is that it’s “a tool used to download Google Chrome.” Speaking of Google’s powerhouse browser, the Mountain View web client has a chokehold on the browser market, owning nearly sixty percent of the market.
Still, there are other alternative browsers which provide unique and innovative options for small business marketing. Firefox, for instance, includes add-on tools that Mozilla has developed which can help a small business keep up with larger and faster-growing markets in today’s online industry. Below are just a few of the best Firefox extensions for small business marketing.
This social media sharing aggregator allows businesses to integrate all platforms into one unified application. If you have a message you want to get out, but don’t want to take the time to post it to each platform, Shareaholic provides the answer. Businesses can share content on Twitter, Facebook, Instagram, and StumbleUpon all with the single click of a button.
Firefox Blogging Extension
The beauty of the blogging extension provided by Firefox is that it allows for marketing and promoting through the use of an online blog. In today’s marketplace, blogs are more important than ever in their use to attract visitors to your site. These integrated blogging tools make it easier to promote and provide greater visibility to your blog. It also helps with optimization of links, tags, and metadata, along with many other marketing features.
In the world of online and internet marketing, everyone knows how crucial SEO can be. SEO Quake is an essential Firefox extension which allows users to set a variety of SEO parameters which can track data and provide valuable information on how a website is performing. Through its simple, yet intuitive interface, SEO Quake can offer a detailed report relating to each SEO parameter.
As a small business, no one needs to remind you of the importance of the Twitter hashtag. This powerful feature can drive traffic to your site when used appropriately, so it is essential to keep a weathered eye on growing trends or tags. RiteTag provides the opportunity to see how well a hashtag will perform before being used with your tweets. It can also suggest alternative tags, or point out when a hashtag is overused. Use this tool to create the best tags when marketing your business, creating campaigns for social media, or reaching out to others within your industry.
SimilarWeb is a fantastic Firefox extension to use to measure your performance against the competition. This plugin goes a long way toward showing your company’s strong points along with areas for improvement. You can view your global, national, or local rank, receive traffic overviews, determine where your traffic is coming from, and which sites are referring yours most often. SimilarWeb is a handy extension for small business marketing.
This Firefox extension provides many features that are beneficial to small business marketing. Users can create customized, shortened links, view analytics, and share the link easily on social media. Additionally, Bitly has a component which allows for bundling similar links, which can make shortened links easier to find and manage. It will also notify you when the link you created reaches a specified number of views.
Remember, just because a browser doesn’t command the same market share as some of its competitors do, does not mean that it doesn’t offer key features, extensions, or plugins that can create marketing and social media benefits. Install and play around with some of the more interesting ones, and you’ll be sure to find the extensions that work best for your company. Check out our done-for-you system for other useful advertising tips.
It’s easy to hunker down and turn off distractions to get things done on your computer. But in an increasingly mobile society, sometimes you need to work on the run. With the wealth of apps available today, you can leave your bulky computer behind and work efficiently with your phone on the go.
Sometimes a never-ending list of tweets is hard to sift through for relevant content topics or sort out what you care about most. Tweetbot organizes your feed however it’s most productive for you. Whether it’s a list or a channel, Tweetbot can separate your stream so you can tweet or reply directly in the app in a more digestible way.
Flow for Instagram
If you’re a heavy iPad user, you’ve noticed that your Instagram feed doesn’t look quite right. The official Instagram app doesn’t render well across devices, but Flow provides a solution. With a display made for iPads, you can browse, follow, comment, or like from the app without dealing with stretched images.
File management is a huge part of an organizational workflow. Instead of making a note for yourself to follow up when you get back to the computer, download the mobile Dropbox app to preview files like images, or share them for an upcoming campaign.
Keeping in contact with influencers is critical for marketing managers. The Nimble app integrates with the social profiles for each of your contacts so you can stay connected to your network no matter where you are. Sync your phone’s contacts with Nimble so it will search for new social media profiles to follow.
Mention listens, so you don’t have to engage as often. You can focus on other things while Mention finds brand mentions all over the web from blog posts, social media updates, or anywhere someone mentions your keywords. Use these mentions to follow up and stay in contact without the effort.
IFTTT stands for If This, Then That. There are hundreds of recipes to choose from and implement, or you can create your own. Relevant social media sharing gets an upgrade by setting up your profiles to share only when they meet specific criteria.
Supercharge your editing power by using Aviary’s suite of editing tools. You can edit existing images or create new ones. With more filters and advanced options that your phone’s default tool, you can share moving images and stand out from the competition.
Link your social media accounts, set up content preferences, and organize categories in this RSS feed in a flippable format. Discover new content, stay relevant on any topic, and quickly swipe through for the latest updates.
Prismatic delivers content catered to your interests, so you don’t have to go looking for it. The more you use it, the more it learns about your tastes, so each individual gets a fully customized stream. It gets smarter, so you get smarter.
Dashboard for Google Analytics
Get the best Google Analytics right on your phone. You can check traffic stats and campaign results on the move, and it shows a visually stimulating display of all the same analytics you find on your desktop. It’s great for managing your social media campaigns.
Forgot to send out that marketing email before you left the office? No problem. The MailChimp app is a helpful way to manage your campaigns from anywhere. You can control lists, send campaigns, and view stats all from your mobile device. If you use an iPad, you can download the companion app to edit on the go.
Marketing specialists always strive for relevance to their audience. It’s the best way to reach people, promote your brand, and influence the online community. But it’s not always easy to know what people think of you, the latest trends, or what’s happening in their neighborhood.
Quora crowdsources answers, so it’s an excellent source for information and content ideas. You can post questions and answers, or search trending topics to gain valuable insight into products or services.
In our increasingly mobile society, it’s hard to move and work at the same time. These apps make it easier to stay connected to your network of leads, influencers, competitors, and campaigns so you can increase productivity and remain relevant every day. Check out our done-for-you system for more ideas.
You used to rely on word of mouth to get customers. Referrals were the name of the game for getting more business, and sometimes an ad in the local paper didn’t hurt. Things are different today because we operate in the digital age with a worldwide market. It’s not easy to reach your community, let alone the world. Even if you set up shop in someone’s backyard, they probably wouldn’t notice because their face is stuck in their phone.
There are more factors to consider when building an internet marketing plan than there used to be. You have a website and a blog already (at least I hope you do), and probably some social media accounts, but when it comes to advertising on search engines, things get a little tricky.
Google leads the search engine world in number of users, but don’t be too fast to discount Yahoo yet. Let’s take an in-depth look.
Using Google Analytics tells you how traffic comes to your site, including demographic information like geographical location. These details help you narrow where you want to advertise on Google using pay per click campaigns. You can directly place your ads where you know potential clients see them.
Because Google AdWords is well-known, it’s more expensive. It costs nearly three times as much as advertising on other search engines, but you’re also paying for volume. Google controls sixty-seven percent of search marketing. You will likely get a more significant return on investment with Google over time.
Google provides a little more flexibility in keywords than other search engines do. You don’t have to worry about targeting specific words or phrases to get the recognition you want because Google is intelligent enough to crawl for closely related searches and return appropriate results.
Google has also made setting up AdWords easier than most other search engine ads because Google products like Google Tag Manager and Google Analytics are easy to integrate. There are benefits to keeping all of your marketing and analytics in one place if you can afford to do so.
Let’s clear something up before we jump into the benefits of using something other than Google. Bing controls the Yahoo search engine, as well as that of all of their affiliates like duckduckgo.com and slickdeals.net. With Yahoo behind them, Bing continues to grow, so don’t underestimate the power of this team.
Bing and Yahoo rankings are virtually identical even though your search in each engine may return different results. Also, consider that many cell phone providers have made deals with companies like Yahoo to be the default search tool for mobile.
Markets exist regardless of your personal preferences. You may not use Internet Explorer anymore, but some people do. Why? No idea. The point is, just because you like or use or advertise on Google, doesn’t mean everyone does.
It would be difficult to spend the same amount of money on Bing or Yahoo using pay per click because there’s not enough volume. But performance makes up for this. You get more for your dollar, and if optimized correctly, your ads will land on the same corresponding pages, meaning they have the potential for the same click-through rates as Google.
Yahoo’s network of search engines makes the audience quality fantastic, so even at a smaller volume, you get a high concentration of quality clicks. Bing also has options that Google AdWords doesn’t. Advertising on Bing gives you transparency to the websites where your ads are running, allowing you to exclude poorly performing ones. You can also run segmented campaigns to run ads exclusively on specific search partners.
However, setup isn’t easy. It takes more work to integrate with things like Google Analytics or Google Tag Manager because Yahoo and Bing aren’t Google products (obviously). What you don’t spend in money, you may spend in time. Regardless, Yahoo tends to have better conversion rates, and cost per conversion is cheaper.
We’ve established that Google has more volume, but Yahoo and its affiliates have higher quality. Any advertising platform will eat you for breakfast if you let them. You have to set bids and control the parameters of your campaign no matter which one you use.
If you already use Google’s suite of products and you don’t have time to configure a new service or optimize your keywords, Google is probably the best choice for you. However, if you are running ads under budget constraints, you may want to consider Yahoo. If you want to optimize nearly one hundred percent of the market, I would recommend using both to measure the quality of each campaign and find what works for you. You can also check out our done-for-you system for more advertising ideas.
If you’re anything like me, your head is always full of to-do lists, passwords, reading material, and so many other things you can’t possibly remember. We all need a little help sometimes.
Especially in the world of digital marketing, there’s always a social media account to manage, marketing materials to write, and influencers to find. There are plenty of resources available to make life easier. Here are just a few that can help you organize your brain dumps.
Evernote Web Clipper
If you regularly save articles to reference later or take screenshots, Evernote helps to organize these things, so you don’t lose track of them. You can keep your bookmarks and tabs under control, while never forgetting where that article was that you wanted to read.
My husband is the king of tabs. It drives me crazy. All the way across the top of his screen are these toothpick-sized things you can’t possibly click on let alone know what they are. Somehow, he still knows what every single one of them is and can return to it in a flash while I remain stumped as to how he can work that way. Until he asks me if I can find something on his computer for him. Um, no. I can’t.
Enter OneTab. The OneTab Chrome extension closes web pages but saves their URLs in a tab for reference later. You can feel better about ‘closing’ those tabs, knowing you can quickly return to them later.
Save to Pocket
Save to Pocket allows you to tag references, reading materials, and other examples for use later with just one click. The tags you assign allow you to sort them so you can keep organized notes for each blog, task, or assignment.
Grammarly is a glorified spell-checker. Plop text for your next blog post, email, or web page in the form, and it can identify improper grammar, word usage, punctuation, overused words, and more. It also suggests changes, so you spend less time editing.
KUKU.io helps you schedule content for social media with a click. You can also share to multiple networks at the same time. Adapt your post to specific mediums with hashtags, pictures, or original content.
You no longer have to search endlessly for contact information. EmailHunter finds the email addresses of your leads from LinkedIn pages or a company website and shows you confidence in the source with a percentage of reliability. You can use this service in conjunction with Rapportive to see if an email address is valid.
This extension validates the emails you add as recipients when drafting an email in Gmail. It helps you to reduce your bounce rate and associates each email with LinkedIn and other social profiles so you can gain valuable insights into your contact list before communicating.
Sidekick by Hubspot
Check open and click rates for your emails to help with statistics and tracking. You can schedule emails for later or review your activity history. Hovering over an email address shows the person’s title, company, social profiles and recent tweets.
Giphy for Chrome
Search GIFs and add them to social media posts and emails by dragging and dropping. It’s fast and easy, with a massive library of relevant images, leaving you more time to draft meaningful content.
These should get you started down the path of time savings, organizing your thoughts, and creating more content to increase traffic and conversions. By keeping you sane, these tools reduce stress and condense your ideas into one easy-to-remember place. Check out our done-for-you system for more oragnization ideas.