Optometrist Bing Ads, the quieter search platform for the exam menu
Bing Ads (Microsoft Advertising) place a practice's ad on the search pages of Bing and of the sites that borrow its search. We manage Bing Ads for optometrists: the exam menu the owner already uses on Google, the same towns, ad text held for approval and a monthly tally of ringing phones and form sends.
Microsoft bills the practice for each click, and the account carries the practice's name from the start.
Where Bing sits among the platforms
What Bing Ads add once Google search is running
Bing is a quieter platform than Google, which is the reason to place it as a second line on the chart rather than a first. It takes the same menu, one list of towns and nearly identical ad text, so the work of adding it is small once the pages exist. A practice that opens it sets a smaller ceiling than Google carries.
The practice's Bing Ads account sits beside any account on other platforms, never inside it. The page about managing paid ads lays out the price of running a single platform or several, and the owner reads Microsoft's latest rulebook for eye-care ads before a campaign starts.
Four things set up for a Bing Ads account
- Campaigns
Exam types copied across from the Google menu
Each exam type on the menu becomes a Bing campaign, pointed at the owner's list of towns.
- Ad text
Wording reviewed again for this platform
The text names the practice, the exam type and the town, and waits for the owner's sign-off before it runs.
- Fences
Searches the ads should not meet
Negative keywords hold the ads back from job, course and online glasses-shopping searches.
- Counts
Calls and form sends tied to the platform
The monthly sheet separates what Bing brought in from what other platforms did, with no patient detail recorded.
Bing against the platform the practice may already run
| Point of comparison | On Bing | On Google |
|---|---|---|
| Where the ad appears | Search pages of Bing and its supplied sites | Google search pages |
| Ad text | Carried over from Google and checked again | Written first for this platform |
| Spend ceiling | A smaller sum, set by the owner | Often the larger sum, set by the owner |
| Login and card | Microsoft Advertising, in the practice's name | Google Ads, in the practice's name |
| Who charges for clicks | Microsoft, to the practice | Google, to the practice |
How a Bing Ads account is started
Borrow the menu and the towns
The owner confirms the same exam types and towns that guide the other platforms.
Open the account and hold the ads
The practice is the registered holder. No draft goes live before the owner passes it.
Open campaigns one at a time
Each exam type goes live in turn, and the owner reads the search terms before the next one opens.
Owner questions about Bing Ads
Is Google search a must before Bing search?
No. Bing can stand alone in a plan. A practice may begin on whichever platform it likes and take on a second at the owner's pace.
Do the ads mention anything about eyes?
No. They name the practice, the exam type and the town, and they are written for adults and parents.
Which card does Microsoft charge for clicks?
The practice's own. Our management fee arrives on a separate monthly line.
Can the same ad text be reused?
It can be copied across as a starting draft, then read again by the owner for this platform before it runs.
Where do Bing Ads fit in the plans?
Bing counts as one platform. The pricing page carries the monthly figure for each size of plan.
Tell us whether a second platform makes sense
Tell us which exam types and towns the practice already advertises for, or reserve a time in the picker and let the CEO weigh it with you.
Which exam types get the top row?
Name the exam types and appointment kinds you want booked more, the towns your patients travel from and any optical shop lines worth a page of their own. Leave out patient names and anything about anyone's eyes.
The last line of the chart is the phone
The pages, listings and ads sit on the lines above this one. Set an hour for a phone chat with the CEO, or send a written note first and keep reading.
The chart drawn below the text is an illustration of how the work lines up, not a forecast.