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Low CTR costs more? Bing ads

by Nattsurfaren
5 replies
  • PPC/SEM
    • |
Just watched a video where the guy says that if you have a low CTR bing charges you more.
So the more view the ad has without a click the more it will cost.
Is this true please?
#ads #bing #costs #ctr #low
  • Profile picture of the author Tony Marriott
    Think about it logically. if you never get a click Bing never gets paid.
    If you get a click on every ad view Google gets paid lots.

    So their best customers are those with high click through rates.
    Therefore they reward their best customers with lower costs.
    Which in the long term means more money for Bing.

    BTW Google AdWords work just the same
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    • Profile picture of the author Nattsurfaren
      Originally Posted by Tony Marriott View Post

      Think about it logically. if you never get a click Bing never gets paid.
      If you get a click on every ad view Google gets paid lots.

      So their best customers are those with high click through rates.
      Therefore they reward their best customers with lower costs.
      Which in the long term means more money for Bing.

      BTW Google AdWords work just the same
      Ok that kind of sucks.
      There is no way of controlling the CPC.
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      • Profile picture of the author dburk
        Originally Posted by Nattsurfaren View Post

        Ok that kind of sucks.
        There is no way of controlling the CPC.
        Hi Nattsurfaren,

        Of course you can control the CPC by setting a Max CPC bid.

        What you are referring to is what Google and Bing call Quality Scores. If your CTR is low as compared to other advertisers you will earn a poor Quality Score, which affects your Ad Rank Score.

        https://advertiseonbing.blob.core.wi...cpcauction.pdf

        Naturally, Bing Ads (like AdWords) wants your ads to be highly relevant to the search query, and have a very compelling message that gets users to click your ad. That's how you get traffic and how the search engines satisfy their users. It's a win-win-win for users, search engines, and advertisers.

        If you ad copy sucks, then it is a wasted opportunity for the search engines to make money while satisfying their users, so they would rather show a better ad in place of your ad, that is the whole point behind Quality Scores.

        HTH,

        Don Burk
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        * Get Results - Outsource Your PPC Management |
        *         Don Burk Advertising & Marketing - www.donburk.com

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      • Profile picture of the author Tony Marriott
        No it doesn't suck. It's actually a really good thing. It's a way of you getting cheaper clicks and more traffic.

        As Don said- You manage your costs by setting your maximum bid price (and daily budget).

        If you don't understand some of these fundamentals you will likely struggle to make money using Bing ads.

        Seriously take some training first. At the very least go through the official Bing accreditation training, yiu don't need to get accredited just do the training. It's 100% free and you will understand the basics when you have finished.

        https://advertise.bingads.microsoft....aining/courses
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  • Profile picture of the author svetod
    Low ctr = low QS = higher CPC
    High CTR=higher QS and less costs
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