How I Get my ad to the top of the Bing search results page – Ads that appear in favorable ad positions on the first search results page receive more impressions than those that appear on subsequent results pages. Also, ads that appear in favorable positions on content-based webpages are more likely to be viewed by a potential customer. So, it makes sense to get your ads into those favorable positions. For more info on ad position, see What is ad position.
Here are a few ideas to help you get your ads into those favorable positions:
| What to Do | How and Why |
|---|---|
| Increase the relevance of your ad. | Make sure your ads are closely related to both your keywords and your landing page. For some tips, see About improving ad relevance. |
| Increase the relevance of yourlanding page. | Be interesting and avoid gimmicks. |
| Write a more effective ad. | Speak to your customers, use their language, and be specific. For more suggestions, see What makes an effective ad?. |
| Use the Top vs. other attribute column in account, campaign, ad group, ad, and keyword performance reports. | See performance differences (such as CPC and CTR) between mainline and sidebar ads. This can help you optimize your keyword bids to improve performance and increase your ROI. For info on running a performance report, see Create a report. |
| Increase the bid for your keywords, including bid adjustments for targeting. | The higher your bid, the more likely you’ll outbid others for the same keyword and thus improve your ad’s position. Using bid adjustments is a great way to help get the best position. For more information see How to target my customers by adjusting my bids.
Using bid adjustments can make your final monthly spend greater than the maximum estimated spend. However, if a customer who does not match the target criteria clicks your ad, you do not pay any incremental bids. |
The owner of each content-network app determines both where and how many content ads are displayed in the app. (Content ads are available only in the United States — for more information about content ads, see How content ads work).
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