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Bing is the newly refurbished Microsoft search engine, formerly known as MSN Live and MSN Search. Microsoft launched Bing on 1st June 2009, with a clean and uncluttered layout and a daily image that is rotated daily to provide searchers with a fresh and attractive search experience.
Pay Per Click Advertising
It’s not surprising that since the launch of Bing, more and more advertisers are looking to promote their business on this new and emerging branded search engine. Bing Pay Per Click advertising is run in much the same way as it was previously on MSN Live and Search, via the Microsoft adCenter programme.
The Microsoft adCenter platform has currently remained exactly the same; the only major difference in fact is the search engine that your ads will appear on. You will still see your ads appearing at the top or right hand side of the results page in the same format as before.
Creating your Microsoft adCenter (Bing) Pay Per Click Account
For those of you who are amongst the many advertisers who are only just venturing into paid search on Bing, I thought I would take you through creating your first campaign step-by-step.
Creating your Account
Congratulations! You should now be an active advertiser using the Microsoft adCenter platform!
If you would like help setting up and managing a Bing Pay Per Click Account, contact Koozai today.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.