How to Set Up A Winning Microsoft Ads Campaign

Are you looking to expand your reach and drive more traffic to your business? Microsoft Ads, also known as Bing Ads or Microsoft Bing Ads, is a powerful platform that allows us to tap into a vast audience beyond Google. With millions of users searching daily on Bing, Yahoo, and partner sites, Microsoft Advertising provides an excellent opportunity to target high-intent customers at a lower cost-per-click than other advertising platforms.

In this guide, we will walk you through the steps to set up a successful Microsoft Ads campaign, from keyword research to ad optimisation. Whether you are new to Bing Advertising or looking to refine your strategy, this comprehensive guide will help you make the most of Microsoft Bing Ads and drive meaningful results for your business.

 

Step 1: Create a Microsoft Ads Account

To get started, sign up for a Microsoft Advertising account at Microsoft Ads. If you already have a Google Ads account, you can easily import your campaigns to save time.

Key Tip:

• Ensure your billing details are correctly set up to avoid any payment issues.

Step 2: Define Your Advertising Goals

A successful Microsoft Bing Ads campaign starts with clear objectives. Common goals include:

• Increase website traffic – Drive visitors to your landing pages.
• Generate leads – Collect contact details for potential customers.
• Boost sales – Promote products or services directly.
• Enhance brand awareness – Improve visibility across Bing search results.

Example:

A travel agency in Indonesia wants to attract customers for Bali holiday packages. Their goal is to increase bookings, so they choose the “Conversions” objective.

Step 3: Choose the Right Campaign Type

Microsoft Advertising offers various campaign types, including:

• Search Ads – Text-based ads appearing in Bing search results.
• Shopping Ads – Product-based ads showcasing images and prices.
• Audience Ads – Display ads reaching specific demographics.

For most businesses, Search Ads are the best starting point as they target users with high intent.

Example:

A Jakarta-based electronics store wants to advertise the latest smartphones. They use Shopping Ads to display product images and prices to users searching on Bing.

Step 4: Select Keywords and Match Types

Microsoft Bing Ads operates on a keyword-based bidding system. Choose relevant keywords that match user intent.

Keyword Match Types:

• Broad Match – Shows ads for related searches (e.g., “cheap flights Jakarta” for “Jakarta flights”).
• Phrase Match – Displays ads when a phrase appears in search queries (e.g., “buy shoes online”).
• Exact Match – Targets specific search queries only (e.g., “best seafood restaurant in Bali”).
• Negative Keywords – Exclude irrelevant searches (e.g., “free” if you’re selling premium products).

Example:

A Bandung-based fashion brand wants to sell batik shirts online. They use Phrase Match for “buy batik shirts” to attract relevant customers while excluding “free batik shirts” using Negative Keywords.

Step 5: Set Up Targeting Options

Microsoft Advertising allows advanced targeting based on:

• Location – Target customers in specific cities, regions, or countries.
• Device Type – Choose whether to show ads on mobile, desktop, or tablets.
• Demographics – Reach audiences by age, gender, or income level.
• Time Scheduling – Show ads at the best-performing hours.

Example:

A Bandung-based café offers online coffee bean sales. They target coffee enthusiasts in Indonesia and schedule ads during morning hours when people are searching for coffee.

Step 6: Write Engaging Ad Copy

Your ad copy should be clear, compelling, and action-oriented.

Best Practices:

• Use strong headlines (e.g., “50% Off Batik Shirts – Shop Now!”).
• Highlight unique selling points (e.g., “Handmade in Indonesia”).
• Include a call-to-action (CTA) (e.g., “Buy Today”).

Example:

Headline: “Book Your Dream Bali Vacation – Limited Offers!” Description: “Exclusive deals on Bali holiday packages. Secure your booking today!” CTA: “Book Now!”

Step 7: Set Up Your Budget and Bids

Microsoft Bing Ads allows you to control your spending through:

• Daily Budget – The maximum amount you’re willing to spend per day.
• Bid Strategy – Choose manual or automated bidding based on your goals.

Example:

A Yogyakarta-based online bookstore sets a daily budget of IDR 100,000 with a CPC (Cost-Per-Click) bid strategy to drive traffic to their website.

Step 8: Monitor and Optimise Your Campaign

Regularly analyse your campaign performance using Microsoft Advertising reports. Key metrics to track include:

• Click-Through Rate (CTR) – Measures how often users click on your ads.
• Conversion Rate – Tracks how many users complete a desired action.
• Quality Score – Determines ad relevance and impact on bid costs.

Optimisation Tips:

• A/B Test Ads – Run multiple versions of your ads to see what works best.
• Adjust Bids – Increase bids for high-performing keywords.
• Refine Audience Targeting – Focus on the most engaged users.

 

Conclusion:
By following these steps, we can set up a winning Microsoft Ads campaign that delivers high-quality traffic and conversions. Microsoft Advertising offers a cost-effective way to reach valuable customers who may not be accessible through other platforms. The key to success lies in continuous optimisation—testing ad copies, refining keywords, and adjusting bids based on performance insights.

Now that you have a solid foundation, it’s time to take action. Start leveraging Microsoft Bing Ads today and unlock new growth opportunities for your business. Happy advertising!