Common Bing Ads Mistakes Small Businesses Make (and How to Fix Them)
- Gerald D'Onofrio
- Mar 16
- 3 min read
Updated: Apr 22
Running a successful Bing Ads campaign can be a game-changer for small businesses, but it’s easy to make mistakes that waste time and money. In this guide, we’ll explore the most common Bing Ads mistakes small businesses make and provide actionable tips to fix them. Whether you’re new to Bing Ads or looking to optimize your existing campaigns, this post will help you avoid pitfalls and maximize your ROI.
1. Not Defining Clear Goals
One of the biggest mistakes small businesses make is launching Bing Ads without clear goals. Without a defined objective, it’s impossible to measure success or optimize your campaigns.
How to Fix It:
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
Examples: Increase website traffic by 20% in 3 months or generate 50 leads per month.
2. Ignoring Negative Keywords
Negative keywords are essential for preventing your ads from showing up for irrelevant searches. Many small businesses overlook this feature, leading to wasted ad spend.
How to Fix It:
Regularly review your search terms report.
Add irrelevant keywords to your negative keyword list.
Use tools like Microsoft Advertising’s Keyword Planner to identify negative keywords.
3. Poor Landing Page Optimization
Even the best Bing Ads campaign will underperform if your landing page isn’t optimized. Common issues include slow load times, unclear calls-to-action (CTAs), and irrelevant content.
How to Fix It:
Ensure your landing page matches the ad’s message.
Use clear CTAs like “Get a Free Quote” or “Download Now.”
Optimize for mobile devices and improve page speed.
4. Overlooking Audience Targeting
Bing Ads offers robust audience targeting options, but many small businesses fail to take advantage of them. This can result in ads being shown to the wrong audience.
How to Fix It:
Use location targeting to focus on your service area.
Leverage demographic targeting to reach your ideal customers.
Experiment with custom audiences based on user behavior.
5. Setting and Forgetting
Bing Ads requires ongoing management. A “set it and forget it” approach can lead to missed opportunities and wasted budget.
How to Fix It:
Regularly monitor your campaign performance.
Adjust bids, ad copy, and targeting based on data.
Use automated rules to save time while staying proactive.
6. Not Tracking Conversions
Without conversion tracking, you can’t measure the true ROI of your Bing Ads campaigns. Many small businesses skip this step, leaving them in the dark about what’s working.
How to Fix It:
Set up conversion tracking in Microsoft Advertising.
Track key actions like form submissions, phone calls, and purchases.
Use the data to optimize your campaigns.
7. Ignoring Competitor Analysis
Failing to analyze your competitors’ strategies can put you at a disadvantage. Many small businesses miss out on opportunities to differentiate themselves.
How to Fix It:
8. Using Generic Ad Copy
Generic ad copy doesn’t stand out or resonate with your target audience. Small businesses often miss the mark by not tailoring their messaging.
How to Fix It:
Highlight your unique value proposition (UVP).
Use action-oriented language and include CTAs.
Test different ad variations to see what works best.
9. Underestimating Bing Ads’ Potential
Many small businesses focus solely on Google Ads and overlook Bing Ads, missing out on a less competitive platform with unique audiences.
How to Fix It:
Allocate a portion of your budget to Bing Ads.
Test campaigns to see how they perform compared to Google Ads.
Take advantage of Bing’s lower CPCs and unique demographics.
10. Failing to Test and Optimize
Not testing different elements of your campaigns is a missed opportunity. Small businesses often stick with what’s familiar instead of experimenting.
How to Fix It:
Run A/B tests on ad copy, landing pages, and targeting.
Use the data to refine your campaigns.
Continuously optimize based on performance.
FAQs About Bing Ads Mistakes
1. Why is Bing Ads cheaper than Google Ads?
Bing Ads often has lower CPCs because it’s less competitive, making it a cost-effective option for small businesses.
2. How often should I review my Bing Ads campaigns?
Review your campaigns at least once a week to ensure they’re performing well.
3. Can I run Bing Ads and Google Ads simultaneously?
Yes! Many businesses use both platforms to maximize their reach and ROI.
Conclusion
Avoiding these common Bing Ads mistakes can help small businesses get the most out of their advertising budget. By setting clear goals, optimizing your campaigns, and continuously testing, you can achieve better results and grow your business.
Need help with your Bing Ads strategy? Contact our team for a free consultation and let us help you create winning campaigns!
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