Breaking through the Bing ads plateau?

3 replies
  • PPC/SEM
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Hi, this question is aimed at Bing PPC ads experts. After a lengthy and costly selection process I've finally found a Clickbank product that I can sell with a profit using Bing PPC ads. I cherish this find and want to get the most out of it. I've hit a plateau with the number of impressions I get with my ad and the daily spendings as well. No matter how high I set my daily budget, I'll only have a certain number of clicks every day. But obviously there are the same number of impressions/clicks for each individual Bing account holder who happens to have the same keywords (ultimate almost everyone whose campaign is profitable will have the same/similar profitable keywords in their campaign after many weeks of refinement). I presume ads under the same campaign will necessarily compete for Bing's available daily "impression slots", if there is such a thing, while different campaigns may not necessarily or not as much. Bing seems to distribute the number of clicks between ads in an ad group. So one way (the only way right now that I can think of) of multiplying my income from the ad and breaking through this plateau is to create a new campaign, or if bing is aware of this and tries to limit my ad's performance, maybe create a new account with a different credit card. Have you tested the same idea and what have been your results?
#ads #bing #breaking #plateau
  • Profile picture of the author Marty Foley
    Originally Posted by fenikkusu View Post

    I've hit a plateau with the number of impressions I get with my ad and the daily spendings as well. No matter how high I set my daily budget, I'll only have a certain number of clicks every day.

    <snip>

    Bing seems to distribute the number of clicks between ads in an ad group. So one way (the only way right now that I can think of) of multiplying my income from the ad and breaking through this plateau is to create a new campaign, or if bing is aware of this and tries to limit my ad's performance, maybe create a new account with a different credit card. Have you tested the same idea and what have been your results?
    There's no need to create a new account; there's likely plenty of opportunity to optimize your existing Bing account performance, to generate more clicks and conversions, at a lower average cost each.

    Assuming you use them correctly, the following steps can help you (if not already)...

    * More keywords
    * Multiple match types (avoid standard broad match)
    * More negative keywords
    * Ad testing
    * Optimizing bids by location performance
    * Targeting locations based on avg household income
    * Avoid other common PPC mistakes

    Marty Foley ~ ConvertMoreTraffic.Com
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    • Profile picture of the author fenikkusu
      Thanks. I haven't done the location optimization part, but eventually I was going to if I hadn't cancelled the campaign a week ago. I just restarted it yesterday.
      I've also tried to get penny clicks by following this advice (unfortunately without getting cheaper clicks) :
      https://wealthmagnate.com/bing-ads-h...licks-on-bing/

      I've created 11 campaigns for different combinations of countries, devices and display sources. There was no difference in average cpc in any of them which was shocking.

      Anyways, thanks for your response.
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  • There's a certain search volume on every keyword. It won't be the same day to day but will average a certain number over a longer period, say a month or a year. There may be seasonal effects.

    A few things will affect your share of all impressions for a keyword.

    The first is your budget. If your budget is being used up that prevents you showing for all possible impressions, you'll simply miss out on the clicks for those impressions you are not showing your ads. That is not however your problem. You increased your budget but nothing changed. That means your budget, given your circumstances (CTR, CPC...) is high enough. You can increase it till the cows come home but it's not going to increase the available number of impressions. There is an impression share report in Bing so you want to look at that. My guess is you are in the 80% range at least, probably the 90s.

    Another thing that affects your impression share is your Quality Score. Every PPC network uses a variation of QS. The reason is that's how they maximize their profits this way and also makes it fair to all advertisers. The better ads - with better QS - generate more revenues. Therefore, it's to their advantage to show ads with better QS more often. This too is in Bing. You can see your impression share loss due to rank as well as budget. I don't know enough about your campaign to speculate here what those numbers will be for you but it will tell you where the problem, if any, lies.

    Obviously, if there is a lot of competition, Bing cannot give a 100% share to all advertisers. There's a fixed number of ad slots to fill. The impression share and QS can give a clue if that's your case. The only variable you control is QS. Getting it higher will give you a bigger share not to mention keep your CPC in check. So test different ads.

    Adding more keywords will help only if they are relevant ones.

    Creating a new campaign will not help obviously. You're still targeting the same impressions as before. Splitting campaigns into different segments as you did won't help if you're just copying everything. Splitting by country can be a good idea in some cases but also by device? That may be overkill. Before doing that, I would gather actual data, meaning you have to test, test, test, and see if it's worth doing.

    If you're thinking of opening a new account, that's not a good idea either since you could get banned for attempting to rig the system.
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