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Microsoft Advertising management services

Want to scale up your PPC advertising? Benefit from cheaper PPC click prices than Google Ads and less competition with Microsoft Advertising.

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How it works

Once a user enters a search query into the Bing search engine, if the search term used matches one of your keywords, your ad will appear above or below organic search results on the Bing search engine.
With the Bing Network, you can reach even broader markets, as your ad will be displayed to millions of potential customers on the Bing search engine result pages and on partner sites like The Wall Street Journal and InfoSpace.
Whether your ad appears, depends on several elements, including your ad relevance to the search query and the competitiveness of your bid. Improve these aspects and gain the top ad position. Look for a Microsoft Advertising agency that specialises in PPC and Microsoft Bing ads advertising.

Why you should choose Microsoft Advertising

Microsoft Advertising (formerly Bing Ads) offers paid advertisements to appear on its search engine. Paid advertisements are triggered by search terms, just like organic results, and appear above them; enhancing brand visibility, awareness, website traffic and if done correctly, sales or leads.

Pay Per Click (PPC) advertising on Bing is a cost-efficient way to attract existing and potential customers to your website. With growing market share, Microsoft’s Bing search engine and the Microsoft Advertising (formerly Bing Ads) platform should not be overlooked as an advertising platform. A Microsoft Bing ads agency can put together a campaign that targets the right keywords to increase your profits.

Bing is the second most popular search engine after Google, it powers Apple’s Siri and Amazon’s Alexa search, and most importantly, is the default search engine on all PCs running most versions of the Microsoft Windows operating system. One out of three searches in the US are done through Bing and the market share has even grown more rapidly than Google’s in recent years. With Microsoft Advertising, you can create ads, structure them in ad groups and campaigns, select your total and daily budget, and measure your campaign performance. You can start advertising at any time, with no minimum budget, and most importantly, only pay if a user clicks on your ad!

  • Search
  • Shopping
  • RLSAs
  • Local Search Campaigns

A profit over traffic approach to Microsoft Advertising

We work with our clients to create and run effective Microsoft Ads campaigns using our own profit over traffic approach to PPC advertising. Our team are highly experienced with PPC advertising using the Microsoft advertising platform. We can our clients to use the right advertising features available in the Microsoft Advertising platform so that they obtain sales and leads from the Bing search engine.

Our approach to Microsoft Advertising

Having worked with some of the world’s biggest brands, we’re not just PPC agency geeks adhering to best practices. We marry your business insights with our knowledge of paid search and PPC advertising to tailor a PPC marketing strategy that is best placed for growing revenue; whether on a mixture of Google Ads, Microsoft Advertising, Amazon Advertising, Quora Ads, Reddit Ads, or even on LinkedIn.

  • Bing Shopping Campaigns

    Bing Shopping Campaigns

  • Bing Merchant Centre Setup

    Bing Merchant Centre Setup

  • Product Feed Setup

    Product Feed Setup

  • Feed Optimisation

    Feed Optimisation

  • Budget Management

    Budget Management

  • Bing Shopping Optimisation

    Bing Shopping Optimisation

  • Shopping Revenue Increase

    Shopping Revenue Increase

  • Improve Shopping ROI

    Improve Shopping ROI

Our approach to PPC advertising using Microsoft Advertising

While running a successful Microsoft Advertising (Bing) marketing campaign itself is not simple, our proven profit er traffic approach to PPC management breaks things down into four easy steps:

Import campaigns & learnings from Google Ads

Due to the sheer amount of volume that Google has, we always recommend that our clients start off advertising on Google Ads before moving to Microsoft Advertising. This means that when the time is right for our clients to advertise on Microsoft Advertising, they already have a lot of learnings to transition over and their campaigns are already partly optimised for success.

Implement Profit Over traffic Approach

While Google Ads and Microsoft Advertising have many similarities, the users on each platform are different. This means that using the learnings from Google Ads as a starting point is a good starting point. Once sufficient performance data has been accrued from Microsoft Advertising, we implement our profit over traffic approach to PPC advertising to further optimise your Microsoft Advertising account and increase your profits.

Test, Learn, and Grow

Once your Microsoft Advertising account is profitable, our team of expert PPC consultants work to identify opportunities to grow. This may include making optimisations to the landing pages to improve the conversion rate, improve your Quality Scores to reduce your click prices, create new ad copy messaging to test and also identify new keyword themes to target. We're constantly testing new avenues to help our clients to grow their Microsoft Advertising profits - not just their traffic.

Detailed Reporting

We have worked hard to craft detailed PPC performance reports using our automated reporting APIs. Our reports focus on drawing out learnings and insights that pertain to our profit over traffic approach to advertising on Bing using Microsoft Advertising. We update and send out our PPC performance reports on a monthly and a weekly basis. Our expert PPC consultants will liaise with you directly to help you make sense of the reports and also come to an agreement on how to proceed to get the most profit from your Microsoft Advertising.

Case Studies

  • 307% lead growth at a similar cost per lead

    A cosmetic surgery business with clinics in Manchester and Liverpool were disappointed with the lead numbers that their existing PPC agency were getting. They felt like they should be able to get more leads from their Google Ads PPC account and approached Pepper PPC Agency to see if we could help.

    The client offers various forms of cosmetic surgery including breast enlargement, rhinoplasty, tummy tucks, and otoplasty to name a few.

    View full case study

  • From £0 to £21k a month in 7 months for an online butcher

    A Yorkshire-based supplier of meat to some of the UK's leading chefs, restaurants, and gastropubs approached Pepper PPC Agency for help to launch their online website and to secure traffic that yields a profitable return. The client sells premium, restaurant-quality meat to businesses and wanted to move into the B2C market by setting up an online butcher website.

    This was more than a PPC project for Pepper, as the website needed to be in a good place before the PPC campaign could be profitable. To make this project a success, we needed to create a PPC strategy and account structure that was best suited to bringing in profitable returns. We also needed to advise on the website content and design to ensure it was conversion-focused and best set up to successfully convert traffic into sales.

    View full case study
View all case studies

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Common Microsoft Ads FAQs

  1. Is Google better than Bing?

    Google has around 92% of the search market share whereas Bing only has nearly 5% of the search market share. This means that you're going to get a lot more traffic from Google Ads. However, we do tend to see cheaper click prices on Bing Ads and we can also arrange for new advertisers to get some free advertising spend for Bing Ads. We, therefore, recommend that advertisers explore Google Ads advertising and then look at opportunities within the Bing Ads network after their Google advertising is in a good place.

  2. How much should I pay for PPC management?

    There are numerous PPC agencies and freelance PPC consultants out there who have a range of different fees and pricing models. In the UK, you will typically pay anywhere from £50 to thousands of pounds for PPC management. We would recommend that you don’t choose someone too cheap because there are a lot of PPC freelancers out there who don’t have the skills to run a highly optimised and profitable PPC campaign. We would also recommend vetting a premium-priced PPC agency to get an idea one what extra you would get for your money.

  3. How do PPC ads work?

    PPC ads work by combining the advertiser’s maximum bid and other metrics to calculate their Ad Rank. The advertiser with the highest ad rank will appear on the top of Google’s search results. The advertiser will only pay when their ad is clicked, and they won’t pay more than their maximum bid.

  4. How do you pay per click?

    When running a PPC campaign, you choose a maximum bid that you don’t want to bid more than. Google combines your bid with your ad’s Quality Score to give you an ad rank. Quality Score is Google’s metric on how good Google thinks your ads are. Your ads are then put through an auction, and the advertiser with the highest Ad Rank appears on the highest position on Google. The next highest Ad Rank gets the second-highest position and so on.

  5. How effective is PPC?

    A form of digital marketing, PPC (Pay Per Click) can be highly profitable if you work with a PPC expert who is up to date on the latest PPC updates and has considerable experience in running effective PPC marketing campaigns. For an effective PPC campaign, it is crucial to understand the business and then use the features available in Google Ads or any other PPC advertising platform to tailor make a PPC campaign that is right for your business.

  6. How to change campaign goals?

    To add, change, or remove a campaign goal in Google Ads or Microsoft Advertising; you must log into your account, navigate to the campaign you wish to apply the changes to and then click on the settings icon. Under “Campaign Goals” you will be able to select or unselect campaign goals and save the new settings.

  7. How to pause all campaigns based on combined spend?

    To pause all campaigns based on their total spend, use automated rules. Set a rule that applies to all your campaigns. Alternatively, this can be achieved by using scripts. Scripts might also be more accurate, as they run hourly, but rules run daily.

  8. What does a PPC account manager do?

    PPC account managers structure, manage and review the performance of the paid advertising platform accounts such as; Google Ads, Microsoft Advertising, Facebook ads and other paid advertising platforms. PPC managers oversee the paid advertising budget, competitor research, track campaign performance, and optimise client’s accounts for maximum performance and profit increase.

  9. What is PPC management services?

    PPC management is where a PPC agency or a PPC freelancer will manage the PPC marketing for a business, sole trader or charity. This can include PPC advertising on Google, Bing, Facebook, Instagram, Twitter and LinkedIn, to name a few.

  10. Why is your campaign budget not entirely spent?

    There are many reasons why a campaign may not spend its budget. Some of these reasons are a low ad rank or a low click-through rate (CTR). If your ad is not shown often enough due to a low ad rank, the CTR might decrease as well as the budget spend depends on clicks on your ad.

  11. Is Bing owned by Google?

    No, Google does not own Bing. Google is owned by the Alphabet group and Bing is owned by Microsoft.

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