Skip to main content

Download the Marketing with Purpose playbook to get actionable tactics to start your inclusive advertising journey today

Ad relevance: Know what you don't

May 2018

Do you find yourself constantly guessing which relevant search terms your potential customers are using? Wouldn’t it be great to know more about user intent, so you could include those keywords in your campaigns? This is where Bing Ads intelligent ad solutions can help. Bing Ads has developed several tools and products to help search engine marketers like you uncover information about customer intent and know what you don’t know.

Keyword Planner

The Bing Ads Keyword Planner is a free tool that can help you conduct keyword research and identify the most effective ad groups and keywords to boost your campaign performance.

Why it’s awesome for digital marketers:

  • It’s easy to customise. You can also experiment with different bids and budget levels until you're happy with the estimated traffic volume and keyword performance.
  • It uses keyword targeting settings to help you simulate a narrow or wide campaign area: cities, metro areas, designated market areas, states or provinces, and nations.
  • It lets you tailor results with filtering of historical statistics, inclusion or exclusion of phrases, and deduping of keywords already in use.

Dynamic Search Ads

Dynamic Search Ads recognise the user's intent and dynamically create the most relevant ad. On top of that, they send the searcher to the most relevant page on your website.

Why they’re awesome for digital marketers:

  • Dynamic Search Ads have a 45% lower cost per click than ads with non-exact match type keywords.
  • They take advantage of long-tail queries to add a 7% increase in incremental clicks, compared with regular text ad campaigns.
  • They’re great for businesses that have a huge inventory on their website. Think retailers or businesses that have inventory that changes frequently, like online travel agents.

Broad match keywords and bid modifiers: Better together

Take advantage of our many bid modifiers to help improve your cost per acquisition (CPA) on broad match keywords, while maintaining conversion volumes for your business.

Why they’re awesome for digital marketers:

  • Broad match bid modifiers are great at helping improve CPA while maintaining conversion volumes.
  • You have several options to choose from, including location, device, time/day, audience targeting and demographic targeting.