Do you happen to own a small local business? Are you having trouble driving traffic to your online store? Well, this case study might just help you out! I am going to tell you exactly how you can fully utilize Bing Ads to grow your business. If you live in the UK or USA, this post is especially for you, since the number of Bing users in these regions is the highest.

So, what is Bing?

Bing is a search engine which is owned by Microsoft. For many years, it has been the only competitor to Google. Although the term ‘google it’ has become synonymous with searching for something on the web, Bing still has its fair amount of share in the search engine world.

It has been found out that about 33% of the total searches in the United States come through the Bing Network(Yahoo, Bing, AOL). In the UK, the number is around 26%. [source]. Do you know how many searches that is?

That represents 5 billion searches every month in the US and just under 980 million in the UK.

Surprised? But no one uses Bing, right? WRONG! Bing has a completely different demographic to Google and one which should not be ignored at all. Bing does not attract much interest in Asia though, so your strategy should be based on that.

Bing Market Share is growing considerably due to the success of Windows 10, which comes with a default Cortana assistant which uses the Bing Network to look for suggestions!

Bing Cortana

Advertising on Bing

Now that we have already established that Bing has a fair amount of share in the search engine world, let us talk about how this affects your advertising strategy.

If you happen to be a local business owner, listen clearly now! This might help you out.

Bing Stats

As you can see from the above pie chart, we can say that :

  • Almost all Bing users make more than $40,000 per year.
  • ONE-THIRD of Bing users make $100,000 or more

If that is not enough to convince you of the power of Bing, then I don’t know what is. Moreover, most of the Bing searches come from the default Internet Explorer, yes it still exists! What can we infer from this?

  • Bing users don’t bother to install other more popular search engines.
  • Hence, they might be less tech-savvy or less bothered.
  • Generally older (35+)
  • More spending power which is justified by the pie chart above.
  • Bing searchers are more likely to have children, taking into account their age!

Are you willing to let go of such an opportunity? Statistics also show that Bing users are more likely to convert and they come at a lower cost too.

The average CPC for Bing is $1.04 while that for Google is almost double which is around $1.84

All this should be enough to convince you to start using Bing Ads!

Setting up Campaigns in Bing

Setting up campaigns in Bing is pretty easy if you are already running campaigns on Adwords. Bing has a one-click import feature for existing Adwords users. You can import all your campaigns, keywords and ads into Bing. However, do remember to check if everything was imported properly! Never hurts to check twice.

You can sign up for Bing ads here in order to avail $100 ad credits. You can start your campaign immediately after inputting your payment details. The amount of credits you get is different for different countries, so check that out.

No traffic, very high competition 

So, I was working with a store owner in U.K  and none of the things we did seemed to work. We tried to boost our SEO and we were successful in ranking, however, the industry was very competitive, it was going to be hard to get any real sales without advertising.

The competitiveness of the industry meant that advertising costs would be high as well. This proved to be a deterrent for our limited budget. The risk involved as well as the starting cost was too high for us.

I got down to researching the market, I realized that Bing was very widely used in the U.K. Now, the next step was to check if people were searching for the product my client was supplying.

And, of course! They were! And guess what? None of the established competitors was bidding on those keywords. What would have cost us £2 per click would cost us only £0.60 on Bing! 

Here is what our sales looked like in the first month…

Shopify before using Bing Ads

Pretty bad right? Also, note that the store sessions are pretty skewed since it involved a few of us logging into the store from different IPs. These were the sales from an entire MONTH!

Bing to the rescue!

Bing has a similar feature like Google My Business which is called Bing PlacesJust like GMB, you need to register for Bing Places and add all your relevant information, wait for your PIN to arrive in the mail. This is an added step, you can advertise without waiting for the PIN to arrive, however it has two advantages :

  1. People searching on Bing might find your place organically.
  2. The main reason: Bing offers a £75 bonus credit for businesses in the UK.

So with £75 in the account, we started off by setting up our campaign. I am not going into details with the keyword research for now, since it is not that different from your usual keyword research. Just use Bing’s own keyword tool and start doing your research!

After starting the Bing campaign

after running bing ads

Pretty cool right? Within the first £75, we had made over £2000 in sales. We were really cautious and careful with our budget since like I said, we were really really short on the budget at that moment. In total, we spent £10 every day and made £4000 in sales.

That means for an investment of £150 (£75 bing credits included) we managed to get over £4000 in sales. Now, I am not going to get into the profit numbers and ROI, but the profit margin was roughly around 35-40%. This made it a great investment for us.

We have scaled the campaign after that and had some crazy returns, however my client does not wish to disclose that.

How to track conversions on Bing?

You will find this option on the left-hand side below the campaigns which is Universal Event Tracking (UET), that’s where we’ll be heading. You can find the option under the Shared Library link on the left. Then select UET tags:

Then choose to create your UET Tag:

Creating UET tag

UET next

Next, Bing will provide you with a code that you can add to your Shopify store :

Shopify Code

Copy your version of the above code, and then we’ll place it into Shopify. The checkout code page can be found on your Shopify dashboard under Settings >>Checkout

Shopify Checkout

Then scroll down to:

Conversion code Shopify

Then paste your tag:

Conversion tracking

Next, we need to add for revenue tracking. This is, in fact, the same for everyone (assuming you have a Shopify store!).

In the same box we just pasted the above tag code, below it, paste the following code:

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<!-- Bing - Passing Sales Value -->
<script>
window.uetq = window.uetq || [];
window.uetq.push({
'gv' : {{ subtotal_price | money_without_currency }},
'gc' : '{{ shop.currency }}'
});
</script>

Specifically what this snippet of code does is to insert the checkout total (minus shipping costs and tax), and then pass that to Bing, who link it up with the conversion tracking tag.

Specifically what this snippet of code does is to insert the checkout total (minus shipping costs and tax), and then pass that to Bing, who link it up with the conversion tracking tag.

Now that’s done, we want to set up a goal. Go to the Conversion Goals Page on Bing, you can find it easily. Then choose to create a new goal:

Set new goal

Here you want to select the Destination URL option:

set destination URL

On the next page you want to use the following options:

selecting the right options

By using regular expressions, we can tell the goal to fire when someone reaches our checkout page.

Use the regular expression:

.*thank_you

Also, I should re-iterate to choose Count = Unique if you’re using Shopify. I ran into a lot of duplicate Bing conversions for my Shopify store and decided to switch to unique to minimalise this. If you really want to keep the Count = All setting, then definitely make sure to surround your checkout code with “run once” code.

So, we’ve set up the UET tag, then set up a goal (for our checkout page), and linked the UET tag to that goal.

At this point, you will have all the necessary Bing tracking code on your Shopify checkout page. And you can expect conversions and revenue figures to start appearing in your Bing dashboard.

One last step is to make sure you surround the code we’ve just created with Shopify’s “Run Once” command. This is because the order confirmation page doubles in utility as a place where people can check their order status. And thus, if they refresh it, it could trigger our code to run multiple times. Shopify’s snippet looks like:

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{% if first_time_accessed %}
  <!-- Conversion scripts you want to run only once -->
{% endif %}
<!-- Scripts you want to run on every visit -->

Well, that is all. If you want to know more then just leave a comment and I will make sure that I get back to you.

If you want to know why Shopify is the best platform for you, you can read this article here.

If you want to know about some additional features of Shopify, you can read this article here.

Conclusion

Bing Ads is a great way to drive some sales especially if you are selling in the U.S and the U.K region. There is a lot of untapped market in there where your competitors might not be that active. A thorough market research is essential before going ahead with your marketing strategy, I hope this helps someone out there who is looking to identify opportunities in the market.