Can I work with The Good Marketer?

Just because we’re a digital marketing agency in London, it doesn’t mean we can’t help your business wherever you are in the UK and wherever your audience is in the world. We run campaigns at all levels and completely understand the needs and challenges of running a small business! Our experience across a broad spectrum of digital marketing platforms means we have the experience and the know-how to get the job done.

How Long Has The Good Marketer Been An Agency?

The Good Marketer was founded in 2017 with a very clear mission and even clearer values. Although we might not have been around in the industry for as long as some of our competitors, we actually think that is a good thing. We’re open to new ideas and have invested in our experienced talent in order to provide the best service for all our clients. To get a better idea about this, read our reviews as they simply speak for themselves!

What Makes Us Different From Other Digital Marketing Agencies in London?

Our core values make us different. We’re not afraid to embed ourselves into your team, get under the skin of your business, seek out business challenges and provide positive results that make a real impact on your bottom line. We pride ourselves on being your business’s biggest champions because we’re genuinely passionate about working with SMEs.

How Long Is A Partnership Term?

We set our terms as 3 or 6 months, so we have enough time to deliver the results and execute the bespoke plan we put together for you. However, we have clients who have been with us for a number of years because of our proactive and personable approach. Long term relationships lead to the best successes, as we seek out business challenges and solutions together.

I’m Not Sure Which Channels To Get Started With – Can You Help?

Absolutely! Whether you know exactly where you need to fill in the gaps or you need a full overhaul, we can help. Here at The Good Marketer, we appreciate that you might not have the resources to invest in all channels immediately. We can create a digital strategy that is bespoke for your brand and in line with KPIs that we agree on together. This document will outline a strategic plan of the work, tests and optimisations we will do each month and will also highlight when we expect to introduce new channels and capitalise on bigger opportunities. Book a call to outline what you’re looking to achieve and find out more!

Lucie Price

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

The Ultimate Guide to Microsoft Bing Advertising

Here’s All the GOOD Bits:

Bing is the audience Google skips – it holds just 4.68% of global search referrals to Google’s 91.25%.
Bing reaches valuable audiences – according to Microsoft, 35% of its UK search audience has a household income in the top 25%.
An alternative to Google’s crowded ad space – Bing gives businesses another channel to test alongside Google Ads.
Reach beyond Bing – Microsoft Advertising can put your ads across Bing, Microsoft properties and an extended network of search and publishing partners.
Built for testing, not just scaling – Bing can give businesses another place to test new keywords or markets without relying solely on Google Ads.
Not just an afterthought – Bing rewards a real strategy (audience targeting, negative keywords, A/B testing). That means you shouldn’t just copy-paste Google campaigns and hope for the best.

When discussing online advertising platforms, the first thought that springs to mind is likely to be Google Ads (or Meta Ads). However, another platform with great potential is often left unexplored: Microsoft Bing Advertising.

Microsoft Bing can be used as an effective advertising platform, allowing brands to extend their reach towards new audiences and, in return, potentially generate additional returns from their ad spend. With Bing Ads, businesses can reach audiences across Bing, Microsoft properties and Microsoft’s wider network of search partners.

In this ultimate guide, we’ll tell you why you should consider using Bing. Then, we’ll take you through every step, from creating an account to planning ads and optimising live campaigns.

So whether you’re new to Bing Ads or just looking to give your current strategies a power-up, we have you covered.

Reasons to Use Microsoft Bing Advertising

1. Reach a Different Audience

Bing’s audience tends to differ from Google’s in some key ways:

According to Microsoft Advertising’s UK audience data, 35% of its search audience has a household income in the top 25%. If your business is looking for gold, Bing’s where you should start digging.

2. An Alternative to Google’s Crowded Ad Space

As of August 2026, Bing holds 4.68% of global search referrals compared with Google’s 91.25%. While its share of the search market is considerably smaller, that doesn’t mean advertisers should ignore it. Bing can have fewer advertisers competing for certain keywords, giving businesses another channel to test alongside Google Ads.

3. Cross-Platform Reach

Microsoft Advertising not only covers Bing. Depending on your campaign type and settings, your ads can also appear on:

Search partners: Sites such as Yahoo, AOL, DuckDuckGo and Ecosia.
Microsoft properties: Including MSN, Microsoft Edge and Outlook.
Partner placements: Additional sites across the wider Microsoft Advertising Network.

This gives campaigns opportunities to reach users beyond Bing itself.

Not convinced? Here’s a table on what Microsoft Advertising can give you that Google Advertising can’t.

Platform	Microsoft Advertising (Bing)	Google Ads
Search market share	4.68% of global search referrals	91.25% of global search referrals
What this means for advertisers	Potentially fewer advertisers competing for certain keywords, which may mean lower competition and costs, depending on the industry and campaign	Google’s larger advertising ecosystem can mean greater competition for some keywords
Audience	Microsoft’s UK audience data shows that 35% of its search audience has a household income in the top 25%	Significantly larger overall search audience
Network reach	Bing, Microsoft properties and an extended network of search and publishing partners	Google Search, YouTube, Gmail, and the Google Display Network
Best for	Businesses looking to diversify their paid search activity and test audiences beyond Google	Maximum volume and reach across all audience types

Creating a Microsoft Bing Ads Account

Step 1: Create An Account

Head over to the Microsoft Advertising website and create an account. If you’re currently utilising Google Ads, the process may be easy using the import and export function of Microsoft Advertising.

Step 2: Choose Your Campaign Type

Microsoft Advertising offers several campaign types and formats. Some of the main options include:

Search Ads: Text-based ads that appear across Microsoft’s search network.
Audience Ads: Native ads shown across Microsoft properties and partner placements.
Shopping Campaigns: Product-focused campaigns designed for eCommerce brands.
Performance Max: Automated campaigns that use Microsoft’s available inventory to help drive conversions across multiple formats and placements.

Remember to always choose a campaign type that suits your marketing goals.

Step 3: Set Your Budget & Bids

You can set either a daily or monthly budget and select from the following bidding options provided by Microsoft:

Manual CPC bidding: You assign the bids yourself.
eCPC (Enhanced CPC): Maximises conversions through automatic bid adjustments.
Target CPA: Automatic bid adjustments to ensure you achieve your desired cost per acquisition.

Step 4: Research Keywords

Find related keywords for your advertisement based on high search volume and low competition by using the Microsoft Advertising Keyword Planner.

How to Create Successful Bing Ads

1. “Look At Me, I’m An Attention-Grabbing Headline!”

Coming up with good headlines is easier said than done. But they’re vital to a successful ad and need to be able to stop browsers in their tracks. To do this, follow our guidelines (and don’t copy the above headline):

Clear & concise: Establish your offer/info in simple terms.
Direct & specific: Put the unique offer feature upfront.
Use keywords: Use target keywords for relevance and click-through rates.

2. Write Persuasive Ad Copy

The body of your ad must expand on the headline. List your product/service’s benefits, provide solutions to pain points, and top it off with a call to action. Your CTAs may include:

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3. Use Ad Extensions

Ad extensions can assist in making your campaigns more visible. The most commonly used extension types include:

Sitelink Extensions: Links that guide users to certain pages on your site.
Call Extensions: Provides your audience with a clickable phone number.
Location Extensions: Display your business address to potential customers.

4. Optimise Your Landing Page to Be More Effective

Make sure your landing page reflects the message in your ad! Here are some best practices to follow:

Optimised loading speeds.
Mobile-friendly interface.
An attention-grabbing headline.
Effective CTAs with minimal distractions.

Optimisation Tips for Your Bing Ads Campaign

1. Use Audience Targeting

Microsoft Bing Advertising provides features for advanced targeting, such as:

Demographics: Make sure to choose the right age groups, gender, or income levels to target.
Device Types: Choose appropriate advertising types for desktop, mobile, or tablet users.
Time of Day: Advertise to your audience at the best times.

2. Negative Keywords

Negative keywords prevent your ads from appearing for irrelevant searches. For example, if you sell luxury items, you should avoid “cheap” or “discount” as keywords.

3. A/B Test Your Ads

We recommend A/B testing headlines, primary text, and CTAs to optimise your ad copy and determine the most effective combination. Use Microsoft Advertising’s analytics tools to sidestep any guesswork, check the results and make decisions based on real, relevant data.

4. Monitoring & Adjust

Track the performance of your campaigns by keeping watch on:

Click-Through Rate (CTR): Shows how engaging or attractive your ad is to the viewer.
Conversion Rate: Shows how efficient the ads are in getting the desired actions.
Cost-Per-Acquisition (CPA): Gives an idea of how much you spend on acquiring one customer.

Get Started with Bing Advertising Today

Microsoft Bing Advertising offers a powerful, cost-effective way to reach new customers. With its unique audience, advanced targeting options, and lower competition, it’s a smart choice for businesses of all sizes.

Don’t miss the opportunity to grow your business—partner with The Good Marketer’s Bing Advertising experts and start driving results. Get in touch with us today!