Bing Ads Is Like A Second Language

No matter how many languages you speak, chances are you only have one native tongue. Even children who are raised bilingual probably have one language they prefer speaking.  For those who learned a second language later in life, communication and understanding can be challenging at times. You can speak and understand the second language, and as you use it you get more fluent, but it’s still easier to speak your first language. You’ll probably get tripped up on idioms and idiosyncrasies in the second language, too.

Bing Ads feels like a second language to many PPC’ers, with its own idioms and idiosyncrasies. Here are a few that can be hard to understand.

Different Targeting Methods

I actually like the fact that you can set targeting at the ad group level in Bing Ads. It’s precisely the kind of control that we PPC’ers like. But like a favorite expression in a second language, it’s hard to remember exactly how to put the pieces together.

Also, sometimes targeting doesn’t import nicely from Adwords. And let’s face it – most of us create campaigns in Adwords and then import them to Bing. Adwords is our first language, so we draft everything there and then hit the “translate” button (in this case, the “Import from Google” button).

Different Negative Keyword Matching

Well, negative keyword matching isn’t really different in Bing Ads. We just have fewer options. Bing only has negative phrase match and negative exact match. There is no negative broad match. Since Bing’s traffic is usually more qualified, having fewer negative match options is ok; but we’re just used to having another way to “say” it, if you will.

Those Pesky Parameters

Parameters in Bing Ads remind me of that weird “S” in German that looks like a “B.” (I’m embarrassed to say that I don’t even know what that’s called. I took Spanish in school.)

Parameters are actually really cool and allow advertisers to do things that you can’t do in Google. But they’re so unfamiliar to most PPC’ers that they don’t get used. I’d guess that English speakers writing in German forget to use that funny S, too.

Technical Issues

Nothing is more frustrating than technical problems. Just ask the zillions of people who tried to download iOS7 this week.

Adwords has their share of technical problems, for sure. (Red bar of death, anyone?) But when Bing Ads has them, the community goes crazy.

I’ve seen many examples of people having trouble downloading the new Bing Ads Editor. It’s weird, because I downloaded it earlier this week and haven’t had any trouble with it. Nonetheless, Bing doesn’t get any slack here. In a way, it’s unfair to Bing. It reminds me of a speaker who’s using a second language, complaining that others didn’t understand him. But it’s still frustrating when a new feature or release is announced and then doesn’t work.

But Bing Ads is a language worth learning.

Remember those old Avis ads, where they crowed about being #2 and trying harder? That’s Bing. They know they have a long way to go before they catch Google, and they’re working like crazy to not only catch up, but offer additional value.

First of all, the newly-released Bing Ads Editor is much more like Adwords Editor. They took out all the “foreign language” and it looks and feels more familiar. It’s faster and smoother to use.

Bing hasn’t made the dreadful switch to Enhanced Campaigns, and they’ve promised not to. I can’t tell you how happy I am about that.

And Bing Ads still offers mobile-only campaigns, as well as targeting for different mobile operating systems.

I firmly believe that Bing is a language worth learning and speaking.

What about you? Are you learning to speak Bing Ads? Or is your first language, Adwords, your best friend? Share in the comments!

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Comments

  1. Thank you, Melissa, you convinced me to give them a second chance, though Bing + Yahoo’s market share in Europe is very, very small and over here it was Yahoo that was handling their advertising a few years ago when I tried. Let’s see if anything changed for the better and if the time spent building campaigns is compensated by the traffic they can b(r)ing :).

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