When it comes to advertising your B2B SaaS company, you may be focusing your efforts on the biggest platforms like Google and Facebook. But don't overlook Bing! While it may not have the same level of market share as its competitors, Bing can be a valuable platform for B2B SaaS companies looking to reach a targeted and engaged audience.

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One of the biggest benefits of advertising on Bing is the ability to reach a more business-focused audience. According to Microsoft, Bing users are 50% more likely to hold a senior-level position, and they are more likely to have a higher income and more education. This means that they may be more interested in and willing to pay for B2B SaaS products and services.

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In addition to its audience demographics, Bing also offers a range of targeting options that can help you reach the right people at the right time. You can target users by location, language, device, and even by the websites they visit. This allows you to create highly targeted and effective campaigns.

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Overall, Bing can be a valuable platform for B2B SaaS companies looking to reach a business-focused audience and create targeted ad campaigns. In the following sections, we will cover some tips you can take to set up and optimize your Bing Ads campaigns.

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The benefits of advertising on Bing

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• Reach: Bing Ads reaches a different audience than Google Ads, so advertising on both platforms can help you reach a wider audience. Bing Ads reaches over 15 billion searches per month and has a presence in countries around the world.

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• Lower cost-per-click (CPC): In general, the cost-per-click (CPC) on Bing Ads is lower than on Google Ads. This means that you can potentially get more clicks for your budget on Bing.

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• Demographic targeting: Bing Ads allows you to target specific demographics, such as age, gender, and location. This can help you reach your target audience more effectively.

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• Integration with Microsoft Advertising: If you advertise on Bing, you can also link your account to Microsoft Advertising, which includes the Microsoft Audience Network and other Microsoft properties. This can help you reach an even wider audience.

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• Advanced targeting options: Bing Ads offers advanced targeting options, such as retargeting, which allows you to show ads to people who have visited your website. It also offers options for targeting specific devices and operating systems.

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Defining your target audience

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Here are some tips for identifying your target audience on Bing:

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• Think about your ideal customer: Who is most likely to buy your product or service? Consider factors such as age, gender, location, interests, and job title.

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• Analyze your current customer base: If you already have a customer base, look at their characteristics and consider targeting similar audiences on Bing.

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• Use customer data and research: Use tools like Google Analytics and customer surveys to gather data on your customers. This can help you identify trends and characteristics of your most valuable customers.

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Once you have a good understanding of your target audience, you can use Bing's audience targeting options to reach them. Bing offers several options for targeting specific audiences, including:

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• Demographic targeting: Target specific age ranges, genders, and locations.

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• Interest targeting: Target users based on their interests and behaviors.

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• Remarketing: Target users who have visited your website or engaged with your ads in the past.

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• Custom audiences: Create custom lists of users to target, based on data that you have collected or imported.

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Types of campaigns

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In Bing Ads, you can create ad campaigns for search, display, and video ads. Here is more information on each type of campaign:

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Search campaigns

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These campaigns target users who are actively searching for products or services like yours. When users search for keywords that you have bid on, your ads may appear in the search results.

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Display campaigns

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These campaigns target users who are browsing websites that are part of the Bing Ads network. Your ads can appear on these websites as banner ads or other types of display ads.

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Video campaigns

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These campaigns target users who are watching videos on platforms like YouTube and Hulu. Your ads can appear as pre-roll, mid-roll, or post-roll ads in these videos.

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Write an effective ad copy

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• Keep it clear and concise: Avoid using jargon or overly complicated language. Instead, use simple, straightforward language that is easy for your target audience to understand.

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• Use action verbs: Encourage your audience to take action by using action verbs in your ad copy. Examples include "Learn," "Sign Up," "Get," "Try," and "Buy."

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• Include a value proposition: In your ad copy, clearly communicate what value your product or service will provide to your audience.

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• Use numbers and statistics: Including numbers and statistics in your ad copy can help make your message more convincing.

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• Include a call to action: Make it clear what you want your audience to do next by including a call to action in your ad copy. Examples include "Learn More," "Sign Up," or "Buy Now."

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Choose the right keywords

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Here are some tips for selecting relevant keywords and using negative keywords to exclude unwanted traffic:

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• Research your audience: Start by understanding what your target audience is searching for. Use tools like the Bing Ads Keyword Planner or Google's Keyword Planner to see what keywords are popular in your industry.

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• Use long-tail keywords: Long-tail keywords are more specific and less competitive than short-tail keywords. For example, "SaaS project management software" is a long-tail keyword, while "project management software" is a short-tail keyword. By targeting long-tail keywords, you can often get more targeted traffic at a lower cost.

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• Use negative keywords: Negative keywords allow you to exclude certain words or phrases from your campaigns. For example, if you sell project management software for businesses, you might use "free" as a negative keyword to exclude people searching for free software. This can help you avoid wasting money on unqualified clicks.

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• Group-related keywords: Organize your keywords into ad groups based on theme or product. This will help you create more targeted ad copy and landing pages.

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• Use variations: Don't be afraid to use variations of your keywords. For example, you might use "project management tool" and "project management software" in different ad groups.

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Maximize your budget

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Here are some tips for maximizing your budget in Bing Ads:

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• Use bid adjustments: Bing Ads allows you to adjust your bids for specific keywords, ad groups, and demographics. Use this feature to increase your bids for high-performing keywords and decrease your bids for low-performing ones.

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• Use conversion tracking: Set up conversion tracking to measure the effectiveness of your ads. This will help you identify the keywords and ad groups that are driving the most conversions, and adjust your bids accordingly.

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• Use A/B testing: Try running two or more variations of your ads to see which one performs better. This will help you identify the ad copy and targeting that works best for your business.

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• Use automated bidding: Bing Ads offers several automated bidding strategies that can help you get the most out of your budget. Choose the strategy that best aligns with your business goals, and let Bing do the work for you.

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Monitor and optimize your ads

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Here is some useful information on how to use the Bing Ads dashboard to track performance and optimize your ads:

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• Use the "Performance" tab to see how your campaigns, ad groups, and ads are performing. You can view metrics such as impressions, clicks, click-through rate (CTR), and conversions.

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• Use the "Keywords" tab to see which keywords are driving the most traffic and conversions. You can use this information to add more relevant keywords or pause underperforming ones.

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• Use the "Demographics" tab to see how your ads are performing for different age ranges and genders. You can use this information to adjust your targeting or create specific ads for different demographics.

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• Use the "Geo" tab to see how your ads are performing in different locations. You can use this information to adjust your targeting or create specific ads for different regions.

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• Use the "Devices" tab to see how your ads are performing on different devices. You can use this information to optimize your ads for specific devices or create separate campaigns for different devices.

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• Use the "Ad extensions" tab to see how ad extensions, such as site links and callouts, are performing. You can use this information to add more extensions or remove underperforming ones.

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• Use the "Experiments" tab to test different versions of your ads and see which ones perform the best. You can use this information to make informed decisions about which ads to use going forward.

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Final thoughts

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Advertising on Bing is an important consideration for B2B SaaS companies looking to reach a targeted and engaged audience. With a range of ad types and targeting options available, Bing Ads can help B2B SaaS companies effectively promote their products and services to the right people at the right time.

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If you haven't yet tried advertising on Bing, now is the time to give it a go. With a simple setup process and the ability to set your budget, Bing Ads is a cost-effective and flexible way to reach new customers and drive business growth. Give it a try and see the results for yourself!

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