Looking for an affordable way to promote your nonprofit to a whole new audience? Running ads on Bing could be a great solution! Bing offers cost-effective advertising with competitive conversion rates. It can be an integral component of your nonprofit’s overall marketing strategy.
What Are Bing Ads?
Bing Ads, also known as Microsoft Advertising, is an online advertising platform that allows organizations to place targeted ads that will appear in Bing search results, as well as on other sites that partner with Microsoft (Yahoo, AOL, DuckDuckGo) and Microsoft-owned sites (LinkedIn, Outlook, MSN).
Nonprofits choose certain keywords and phrases that they want to target, and people typing those terms into the search bar on Bing will be shown the nonprofit’s ads. When the user clicks on an ad, they will be taken to the nonprofit’s website where they can learn more about the organization and be presented with opportunities to get more involved.
You might be asking yourself: “Does anyone still use Bing?” The answer is, “Yes!” While it’s true that Google users greatly outnumber Bing users, there are still plenty of people using Bing as their search engine of choice, making it a viable platform on which to advertise. Currently, Bing has more than 900 million searches per day—that’s no small number!
Because Bing is not the top search platform, the cost per click is much lower on Bing Ads than Google Ads—often ten times lower! This makes running Bing Ads a very cost-effective advertising solution.
If you’re already running ads on Google, you can import your Google Ads campaign directly into Bing. Bing knows that most advertisers on their platform go to Google first, so they’ve made it as easy as possible to advertise on their platform as well.
Managing Bing Ads for Your Nonprofit
If you aren’t familiar with Bing or its advertising platform but want to take advantage of it, let the team at Beeline help! We have people on our team who are experts at creating effective Bing Ads that will drive visitors to your nonprofit’s website.
We manage the entire process on your nonprofit’s behalf. We can get everything set up, help you choose the best keywords to target, craft engaging ad copy, and more!
No matter what your goals are for your Bing Ads (increase awareness about your cause, grow your client base, grow your email list, increase donations, etc.), Beeline can help you meet those goals.
Landing Page and Donation Page Creation
Any effective Bing Ads campaign needs to take into account landing pages. Landing pages are those pages to which the Bing Ads click through. Many nonprofits use their website’s home page as their landing page, but this isn’t always the most effective strategy. This is especially the case when an ad is promoting one specific aspect of your nonprofit. It is recommended that these ads go to a page that discusses that aspect in detail. So, for example, if you are running an ad to promote an event your nonprofit is putting on, the landing page would talk in detail about the event and how visitors can get more involved.
If you are running ads with the purpose of getting more donations toward your cause, your donation page may need to be redesigned to address visitors coming directly from Bing Ads.
The team at Beeline specializes in creating landing pages and donations pages that have high conversion rates! We make sure they are attractive, compelling, and include clear calls to action.
Interactive Quiz and Digital Resource Creation
In addition to designing effective landing pages and donation pages, the team at Beeline can create digital resources to engage visitors coming from Bing Ads. We work with your team to craft resources like eBooks, interactive quizzes, online courses, and more that will help position your organization as an expert in your field, while also encouraging people to get more involved with the work you are doing.
Are There Free Bing Ads for Nonprofits?
You may have heard that there is free advertising on Bing available to nonprofit organizations similar to the Google Ad Grant. As of this writing, the program, which was called the “Ads for Social Impact” program and was run by Microsoft is not accepting new applicants. However, Microsoft has indicated that they may reopen the program in the future. If you’d like to stay up to date on the Ads for Social Impact program and be informed when it reopens, contact us at Beeline. In the meantime, if you’d like to pursue paid advertising on Bing as part of your nonprofit’s marketing strategy, Beeline can help with that now!
Getting Started with Bing Ads
If you are ready to start advertising on Bing, or if you’d like to learn more about digital advertising and how it can help grow your nonprofit, contact us at Beeline today.
