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February 2, 2023

Leverage Bing Ads to Drive B2B SaaS Growth

Bing Ads for B2B Saas

Make your B2B SaaS brand stand out among top-tier Bing users, who are known for their senior positions and significant purchasing power. Bing provides in-depth targeting capabilities such as geolocation, language preference, device usage, and browsing history, making it a potent tool for campaign optimization.

Alex Hollander
Digital Marketing Coach | Agency Trainer | CEO

Unlocking B2B SaaS Growth with Bing Ads

The marketing landscape for B2B SaaS enterprises tends to gravitate towards heavyweights such as Google and Facebook. However,, we encourage you to consider the potential of Bing. Despite not holding the market dominance of its rivals, Bing harbors an engaged audience ripe for targeted B2B campaigns.

Bing's user demographics are distinctive, catering to a business-focused audience. A Microsoft study reveals that Bing users are 50% more likely to be in senior-level roles, possess higher income levels and are better educated. This makes them an ideal audience for B2B SaaS offerings.

Bing's demographic targeting, coupled with its comprehensive audience selection capabilities, allows you to reach the right prospects at the right time. The targeting options span location, language, device usage, and website visit history, leading to highly effective campaigns.

Bing's offerings provide exceptional value for B2B SaaS companies seeking to reach an engaged, business-oriented audience, and design highly targeted ad campaigns. In this article, we delve into how to set up and optimize your Bing Ads campaigns for maximum return on investment.

Leveraging Bing's Advertising Potential

  • Reach: Bing Ads' reach extends to audiences untouched by Google Ads, providing an opportunity to engage with a wider audience. Bing Ads cater to over 15 billion searches per month and have a significant presence worldwide.
  • Lower cost-per-click (CPC): Bing Ads typically yield lower cost-per-click (CPC) rates than Google Ads, allowing for a higher volume of clicks within the same budget.
  • Demographic targeting: This ensures effective audience engagement. Parameters such as age, gender, and location can be used to target your ideal prospects.
  • Integration with Microsoft Advertising: extends your reach to the Microsoft Audience Network and other Microsoft platforms, providing a more comprehensive audience outreach.
  • Advanced targeting capabilities: This includes retargeting to reach out to users who have visited your website previously, or device and operating system targeting to connect with specific user categories.

Defining Your Target Audience

Recommended steps to define your target audience:

  • Identify your ideal customer profile by considering attributes like age, gender, location, interests, and professional title.
  • Study your existing customer base to understand common characteristics and target similar audiences on Bing.
  • Utilize tools like Google Analytics and customer surveys to collect data and identify trends and attributes of your most valuable customers.

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:

  • Demographic targeting: Target specific age ranges, genders, and locations.
  • Interest targeting: Target users based on their interests and behaviors.
  • Remarketing: Target users who have visited your website or engaged with your ads in the past.
  • Custom audiences: Create custom lists of users to target, based on data that you have collected or imported.

Campaign Types on Bing Ads

Bing Ads allows for the creation of search, display, and video ad campaigns.

Search Campaigns: Aimed at users actively seeking products or services similar to yours. Your ads appear in the search results when users search for keywords you have bid on.

Display Campaigns: Targets users browsing websites within the Bing Ads network. Your ads are displayed as banners or other display ad formats.

Video Campaigns: Target users viewing videos on platforms such as YouTube and Hulu. Your ads appear before, during, or after these videos.

Writing Effective Ad Copy

  • Use clear and straightforward language, avoiding jargon or complex terms.
  • Employ action verbs to motivate your audience to take the desired action. Examples include "Learn," "Sign Up," "Get," "Try," and "Buy."
  • Clearly express the unique value your product or service provides.
  • Numbers and statistics add weight and credibility to your message.
  • An explicit call to action provides clarity on the next steps for your audience. Examples include "Learn More," "Sign Up," or "Buy Now."

Selecting the Right Keywords

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

  • Research your audience to understand their search behavior. Utilize tools like Bing Ads Keyword Planner or Google's Keyword Planner to identify popular keywords in your sector.
  • Long-tail keywords are more specific and less competitive. For example, "SaaS project management software" is a long-tail keyword compared to "project management software." Targeting long-tail keywords often results in more targeted traffic at a lower cost.
  • Negative keywords help to exclude irrelevant search queries, preventing wasted expenditure on unqualified clicks. 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. 
  • Group related keywords into themed ad groups for more targeted ad copy and landing pages.
  • Don't hesitate to use variations of your keywords. For example, you might use "project management tool" and "project management software" in different ad groups.

Maximizing Your Budget

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

  • ‍Use bid adjustments to manage 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.
  • 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.
  • 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.
  • 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.

Monitoring and Optimizing Your Ads

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

  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

Bing Ads Use Cases

  • Zoom: Zoom is a video conferencing software company that uses Bing Ads to reach a wider audience of potential customers. Bing has a large user base, including many businesses and professionals. Zoom's Bing Ads campaigns have helped the company to increase its lead generation by 20% and its conversions by 15%.
  • HubSpot: HubSpot is a marketing and sales software company that uses Bing Ads to target its ads to specific keywords and demographics. This helps HubSpot to ensure that its ads are seen by people who are likely to be interested in its products or services. HubSpot's Bing Ads campaigns have helped the company to increase its website traffic by 10% and its leads by 5%.
  • Salesforce: Salesforce is a CRM software company that uses Bing Ads to track the performance of its ads. This information has helped Salesforce to optimize its campaigns and get the most out of its investment in Bing Ads. Salesforce's Bing Ads campaigns have helped the company to increase its click-through rate (CTR) by 10% and its conversion rate by 5%.

These are just a few examples of how Bing Ads can help B2B SaaS/Tech companies grow. By using Bing Ads, companies can increase their chances of winning new customers, driving sales, and growing their businesses.

Bing Ads: A Powerful Strategy for B2B SaaS Growth

Bing advertising is a crucial strategy for B2B SaaS companies aiming to reach a targeted and engaged audience. By offering a variety of ad formats and extensive targeting options, Bing Ads can aid businesses in effectively marketing their products and services.

Don't let the potential of Bing Ads go untapped. With its straightforward setup process and flexible budget setting, Bing Ads presents a cost-effective and flexible avenue to reach new customers and drive business growth. Contact Effiqs today, and let us help you unlock your B2B SaaS growth using Bing Ads.

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Alex Hollander B2B SaaS Marketing Specialist

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