Increasing impressions AND clicks on BING Ads

What amount did you bid? It could be that your bid is too low for your ads to be on the first page.

If your bid is high enough, another reason could be is your ads or landing page aren't relevant enough to your keywords.

Other than that, it could just be the search volume is low for your keywords.

a) To get lots of impressions, you need-

• Ads that are highly relevant to your keywords. So you need to create tightly themed ad groups, so your ads are relevant to each set of keywords.
• A high quality score, by making your landing page relevant to your keywords.
• Bid on broad match. If you bid on broad match, you'll get more impressions, but often a lot of clicks from irrelevant searches. So you might want to choose phrase match instead.
• Bid high enough so your ad appears on the first page.
• Bid on more keywords.

b) To get more clicks, you need to write excellent ads that are highly relevant to the keywords you are bidding on and also bid high enough so your ads have an Avg Pos of at least 1-4 so they are in a prominent area. Also, split test between multiple ads, so you can see which ones get the best CTR.

What amount did you bid? It could be that your bid is too low for your ads to be on the first page.

If your bid is high enough, another reason could be is your ads or landing page aren't relevant enough to your keywords.

The first question is, is there the search volume to get 10k impressions? Even using phrase and broad match, it doesn't mean that there is that many people searching on those.

Yes, use phrase, not just exact and broad match (broad modified, not plain broad). Gather data on how people search and adjust as needed.

You want to increase impressions by a factor of nearly 100. If you know that the search volume is there, you may have to increase your budget. But you only had one click so that's not your problem.

I don't know if you are targeting the right keywords. As you are new, probably not. But you need to target precise and specific keywords. If you sell purple cow costumes, using "costume" as a keyword will get you lots of impressions, likely some clicks, but not quality clicks. If you bid on "cow costumes", less impressions but clicks will be of higher quality but not as high quality as "purple cow costumes". It's not about quantity but quality. If you go for quantity, your ROI will be lower.

Next is to have compelling ads. People will click more often on ads that appeal to them, that talk to them and promise something of value.

Proper targeting is essential as well. If you mix search and display campaigns, that's not good. I don't know if you do that but look into it. You need to approach each segment differently. An ad for someone actively searching for your product or service should be advertised to different than someone simply being made aware of your product. Ask yourself if you should even be advertising this way at all.

If you want to target more people, look into Google Adwords not just Bing.