微软必应(Bing)广告投放全攻略：从开户到优化策略
微软必应(Bing)广告投放全攻略：从开户到优化策略
Complete Guide to Microsoft Bing Ads: From Account Setup to Optimization Strategies
随着微软发布GPT-4并整合到必应搜索引擎，越来越多的广告主开始关注微软必应广告投放。本文将详细介绍微软广告账户上线前的准备工作、账户搭建指南以及投放策略，帮助您更好地开展必应广告推广。
With the release of GPT-4 integrated into Bing search engine, more advertisers are paying attention to Microsoft Bing ads. This article will detail the preparation work before launching Microsoft ads, account setup guide and advertising strategies to help you better conduct Bing advertising.
一、微软必应广告账户上线前准备
1. Preparation Before Launching Microsoft Bing Ads
1. UET标签安装
建议在广告账户上线前安装UET标签，它可以：实时跟踪关键词和广告语数据；积累再营销受众列表；使用基于转化的智能出价策略。
1. UET Tag Installation
It's recommended to install UET tag before launching the ad account, which can: track keyword and ad copy data in real-time; accumulate remarketing audience lists; use conversion-based smart bidding strategies.
2. GA对接
通过UTM参数实现对微软广告数据的统计。在微软广告后台开启Auto-Tagging功能后，系统会自动添加UTM跟踪参数。
2. GA Integration
Use UTM parameters to track Microsoft ad data. After enabling Auto-Tagging in Microsoft Ads backend, the system will automatically add UTM tracking parameters.
二、账户搭建及投放策略
2. Account Setup and Advertising Strategies
1. 账户结构
建议按国家开设账户，按广告类型、产品类型等创建不同的广告系列，按词类、使用场景等创建不同的广告组。
1. Account Structure
It's recommended to set up accounts by country, create different campaigns by ad type and product category, and create different ad groups by keyword type and usage scenarios.
2. 广告形式选择
微软必应广告支持搜索广告、展示广告和本地广告。根据营销目标和受众特征选择适合的形式。
2. Ad Format Selection
Microsoft Bing Ads supports search ads, display ads and local ads. Choose the appropriate format based on marketing objectives and audience characteristics.
3. 关键词策略
使用关键词规划工具研究用户搜索行为，选择相关性高、竞争度适中的关键词，并设置合适的匹配类型。
3. Keyword Strategy
Use keyword planner to study user search behavior, select highly relevant keywords with moderate competition, and set appropriate match types.
三、广告效果跟踪与优化
3. Ad Performance Tracking and Optimization
1. 转化跟踪
通过微软广告的转化跟踪功能，可以跟踪关键词、广告组和广告系列等级别的转化数据。
1. Conversion Tracking
Microsoft Ads' conversion tracking function can track conversion data at keyword, ad group and campaign levels.
2. A/B测试
尝试不同的广告文案、创意和关键词组合，通过比较找到最佳组合。
2. A/B Testing
Try different ad copies, creatives and keyword combinations to find the best combination through comparison.
3. 数据分析
利用微软必应广告提供的数据分析工具，深入了解点击率、转化率、ROI等关键指标。
3. Data Analysis
Use Microsoft Bing Ads' data analysis tools to gain insights into key metrics like CTR, conversion rate and ROI.
通过以上完整的投放流程和优化策略，您可以充分利用微软必应广告平台，提高广告效果和投资回报率。
Through the complete advertising process and optimization strategies above, you can fully utilize the Microsoft Bing Ads platform to improve ad performance and ROI.
