When considering the best platform for paid advertising, the vast majority of online sportsbook and casino affiliates turn to Google. After all, it’s the world’s largest search engine so why would you not use it?
While advertising on Google can certainly yield results, you should also think carefully about how you can make yourself stand out as an affiliate in a competitive market. Choosing a search engine that’s not as popular, but still has significant traffic, is a wise option.
Bing is one of the most popular search engines on the globe, but it’s often overlooked by marketers. This guide will tell you everything you need to know about setting up a PPC campaign on the platform.
Why Should You Advertise on Bing?
Engagement on Bing is nothing to snuff at. In fact, research by Wordstream revealed that average clickthrough rates on the search engine are around 1.25. That’s much higher than Google, which is 0.86.
Bing receives significant traffic on a monthly basis. It handles 12 billion searches globally each month, along with 1.2 billion unique visitors according to Statista.
Are Gambling Ads Allowed on Bing?
When running paid gambling ads, it’s important to remember that rules often differ depending on the platform you choose. And in many instances, you might need to deal with more restrictions than other niches.
If you use Bing for PPC campaigns, you should keep in mind that you aren’t allowed to promote gambling content in markets where such ads aren’t allowed. You’re banned outright from advertising in Austria, Colombia, India, and several other countries, for example.
When advertising in a market that gives you the green light, you need to comply with local regulations – and ensure that operators you promote are doing likewise. If your partners accept players from banned markets, you cannot promote them.
You also need to add an 18+ age filter to your gambling ads, along with showing proof of a license or eligibility if necessary. You can read all the rules here.
How to Set Up a PPC Campaign on Bing
Now that you’ve got a better understanding of what you can advertise on Bing, you’re ready to start setting up your first campaign. Below are the steps you should follow when doing so.
Set Goals for Your Campaign
Before you do anything, you need to understand why you want to run your campaign. What do you want players to achieve when clicking on your landing page? How much money do you have to spend, and what would you determine as a success or failure?
Get clear on what you want to achieve before researching or launching your campaign. Doing so will make it much easier to fine-tune your messaging and reach the right people.
Do Prior Research
Once you’ve set your goals, it’s time to start researching. You’ll need to figure out what your target audience likes and the terms they’re most likely to search for, along with identifying which markets you’ll show your ads in.
It’s also a good idea to split-test your ads and figure out which approach works best for you.
Sign Up for an Account
Once you’ve completed the research phase, you’re ready to begin running your campaign. First and foremost, you will have to sign up for a Microsoft account; doing so is straightforward and shouldn’t take more than a few minutes.
Enter your details, complete any required verification, and upload your payment card details. Once you’ve done that, you’re ready to move on to the fun stuff.
Create Your Campaign
In Bing, you can segment your campaign as you feel necessary. Choose your desired markets and demographics, along with the keywords you’re planning to target. Set how long you want your campaign to last, too.
You’ll also need to upload your content. Fill out the copy and headlines, and make sure the clickthrough link works.
Tweak Your Ads
Over the coming days and weeks, you’ll notice people beginning to engage with your ads. As things progress, it’s a good idea to analyze what’s going well and where you need to improve. Once you’ve got that information, you’ll find it easier to improve future campaigns.
Bing Can Help You Grow Your Audience and Reach Significantly
So, there you have it – now you know how to create a PPC campaign on Bing. Doing so is relatively straightforward, and you can – if your campaign is good – find a highly effective way of driving traffic from paid media campaigns.
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