Google & Bing PPC Guidelines

Pay-per-click (PPC) advertising on the biggest search engines, Google and Bing, can be an incredibly lucrative form of marketing, but only if you approach these platforms correctly. PPC ads can ensure your products, services, and content appear in all the most relevant searches, so take some time to review the following best practices and guidelines for PPC advertising on Google and Bing.

Why Both?

Google may command a larger share of overall search engine traffic, but Bing has been steadily climbing in popularity over the years. Google offers greater reach, but Bing offers a generally higher return on the investment put into PPC ads thanks to lower overall competition and cheaper PPC rates. You don’t need to worry much about managing two separate platforms for PPC ads; Microsoft Advertising allows for easy importing of your Google AdWords settings so you can use the same winning formulas on Bing that you are accustomed to using on Google.

Ultimately, leveraging PPC ads on both Google and Bing offers the greatest potential reach. Too many marketing professionals overlook the potential on Bing simply because Google commands more traffic. This is a mistake; the brands that take the time to leverage both search engines to full effect will reap the best results.

Develop High-Quality PPC Ads

When it comes to advertising on both Google and Bing, the quality of your ad listings is paramount. Thoroughly research the keywords you wish to use so you can gain a firm understanding of what it will take to rank for those keywords on each search engine. You’ll likely discover that some of your most competitive keywords on Google are less competitive on Bing, so adjust your PPC ad settings accordingly to take full advantage of both platforms.

Every PPC ad you post will cost you money when a user clicks on it, so it’s vital to ensure the highest possible return on this investment with every click. You can accomplish this by creating PPD ads built for conversion.

Consider a few best practices to help you get started with crafting high-quality text for your PPC ads:

  • Create an eye-catching headline that grabs a user’s attention.
  • Highlight the most valuable and unique selling points within your PPC ad.
  • Include a direct call to action that instructs a user how to take the next step with your brand.
  • Be as specific as possible. The more specific details you add, the more likely your ad is to resonate with your ideal users.
  • Tailor the wording of your PPC ads to the user, not yourself. Instead of mentioning what you can do for the customer, use language that tells the user what he or she will experience by choosing your brand, or what your brand allows the user to accomplish.

The heart of a good PPC ad is the keywords behind it. Determining your ideal keyword list comes down to thorough research, experimentation, and testing. Eventually, you’ll discover the keywords most likely to result in the return on investment you expect. However, choosing the right keywords is only half the battle; you also need to budget accordingly for the different keywords you plan to use and the ads you create.

Segment Your Bids Based on Performance

Both Google AdWords and Microsoft Advertising allow you to bid on keywords. When a user performs a search that includes a specific keyword, the Google Search algorithm will determine the order in which PPC ads from different bidders appear. For example, if two companies bid on the same keyword and offer competing products, Google will place the ad with the higher bid before the ad with the lower bid. However, it is possible for the lower bid to actually place higher if the ad’s owner has more authority, higher quality web content, and more customer reviews than the high bidder.

Adjust Bids Regularly for Maximum ROI

Most digital marketers will devote the lion’s share of their PPC ad budgets to their highest-performing products. You will need to determine how much you are willing to bid for the most competitive keywords. You might find surprising success by using specific keyword strings and unconventional keywords. It’s also important to adjust keyword and bid settings as time goes on. For example, you wouldn’t want to devote your highest bids to keywords for summer clothing during the winter months.

Use Analytics to Track Performance Over Time

Both Google AdWords and Microsoft Advertising offer marketers robust toolkits for tracking the performance of their PPC ad campaigns over time. Make detailed notes every time you adjust your PPC ad settings on either search engine; what works for one may not work for the other, but your discoveries can inform your strategies for the future and help you capitalize on the advantages both search engines have to offer.

Working with a trusted digital marketing service provider can help in surprising ways, from coordinating your PPC settings across both search engines to providing useful templates for PPC requests for proposals. The best PPC ads can’t survive with bad text, so a little guidance can go a long way toward achieving PPC ad campaign success on the biggest search engines in use today.