I just had an interesting chat with the support person at Bing Ads (did you know that you can actually get support - like in real time - even on Easter Sunday) - so here's the story:
I'm running a campaign for one of my clients who has a wedding business and we're using Search Triggers to currently target 1,323 (that's a LOT of keywords) and I learned a few things I will share with you:
TIP #1 Go BROAD for the first 1-2 weeks. Yep. Blow a good chunk of change right up front - bid high and test to see which ads pull the best. Do this for 1-2 weeks and set your calendar so you don't burn your entire budget on the 'test phase'.
TIP #2 I learned this today (why I'm writing this post): "you set a different bid for search and content bid. If a particular keyword is for content network it will follow the bid for content bid. and if the keyword is set for search network, then it will follow the bid for the search."
This was a real nugget - in the AD GROUPS split them up. Have one AD GROUP ONLY TARGET CONTENT -i.e. other people's blogs and websites that are in your niche.
Then create a separate AD GROUP - for search. Don't mix the two. By default it tries to put you in 'Search AND Content' - don't do this. Best practices are to keep two separate AD GROUPS. Wow - big tip!
TIP #3: Use Adsense keyword planner to determine traffic values. Save those and export the file. This sets your expectations so you know how many people are using search engines for your topic. For Weddings, we found that CONTENT sites are better than search engine ads.
TIP #4: Use Search Triggers AFTER you've got your ads running normally (i.e. accept whatever the support staff suggests) to LOWER your ad cost and flood your niche. We jumped the gun here. With 'BROAD' match you can simply use a word like 'weddings' and target a 100 mile radius of your venue - no need to go 'niche'. But it will cost you a LOT. The 'missing link' was that you must PROVE your ad conversion rate otherwise they simply will show someone else's ad (who keeps paying the high ticket $2-5 per click price).
So you can go NICHE from the start, but you won't get many impressions. But if you are willing to 'blow' some money to prove your ads effectiveness you can always lower your bid value until you reach your target budget.
PLUS - you'll learn a lot from actually doing it!
Let me explain. Initially you'll be paying over a dollar per click while you're getting started. If you do this same strategy for Adsense, expect to pay at least $2 per click. KNOW YOUR NUMBERS and be careful.
Just for fun, I saved our top 'suggested bid' was around $22 per click - yep Weddings are VERY competitive.
So what have you learned from this post? Maybe it makes sense to learn how to target your ads - or just hire a professional to do it for you. If you need help (serious inquiries only) please call my assistant at 707-773-7727 or fill out this form
OK - so what about Adsense? I use adsense only for testing keywords. The bid values are way too high for most campaigns initially. Bing Ads are a great way to get started on the exciting world of pay per click advertising.