Maximizing affiliate marketing ROI with Bing Ads: a ScroogeFrog’s success case for vertical “Essay Products”

Bing Ads, now known as Microsoft Ads, has been an integral part of digital advertising since its inception in 2009. With a significant market share in the US, UK, Canada, and Europe, Bing Ads offers a unique opportunity for advertisers, especially in affiliate marketing. At ScroogeFrog, we’ve harnessed the power of Bing Ads to drive exceptional results for our clients. Here’s a deep dive into how we’ve optimized affiliate marketing campaigns on this platform to achieve stellar outcomes.

Why Bing Ads?

Key Advantages:

– Large Traffic Volume: Bing accounts for 25% of the US desktop search market, providing ample opportunities for reaching a broad audience.

– Cost Efficiency: The average cost per lead on Bing is significantly lower than on Google, often by a factor of two.

– AI-Powered Search: Bing leverages AI through Copilot, enhancing search quality and relevance.

– User Demographics: Bing’s audience skews towards users aged 40-50+, often using default search settings on Windows devices.

– Similar Interface: Bing Ads’ interface is very similar to Google’s, making it easy for advertisers to transition and import campaigns.

Bing offers a variety of ad formats that cater to different marketing needs:

– Dynamic Search Ads

– Expanded Text Ads

– App Install Ads

– Multimedia Ads

– Product Ads

– Responsive Search Ads

– Microsoft Audience Ads

Case Study: Essay Products

One of our standout successes with Bing Ads has been in the essay products niche. Here’s a snapshot of the results from one of our client’s campaigns:

Campaign Highlights:

1. Low Competition: The essay niche on Bing faces less competition compared to Google.

2. High Longevity: Accounts in this niche have lasted more than a year.

3. Combined Strategy: Utilizing both search advertising and native ads has yielded excellent results.

4. Significant Spend: The campaign’s largest spend reached $400K.

5. CPC: Ranged from $0.15 to $3.40

   CPA: Ranged from $12 to $168

These metrics highlight the cost-efficiency and effectiveness of targeting specific niches on Bing Ads.

General Tips:

– Focus on Search Advertising: Bing search ads often outperform Google in terms of engagement and conversions.

– Keyword Selection: Start small with your top five keywords and scale gradually.

– Budget Management: Ensure your daily budget aligns with your CPC to avoid limited impressions.

– Ad Scheduling: Run campaigns during business hours (9-5, Monday-Friday) to optimize for higher engagement.

Advanced Optimization:

– Universal Event Tracking (UET): Implement UET tags to track customer activity, conversions, and build remarketing lists. This tool is crucial for fine-tuning campaigns once the account is well-established.

– Automatic Rules and Exclusions: For syndicated affiliate campaigns, set automatic rules and regularly exclude underperforming publishers to maintain high-quality traffic.

Common Issues:

– Excessive Targeting: Over-targeting can limit impressions. Simplify targeting to match budget constraints.

– High CPC: If CPCs are too high relative to the budget, refine your keyword strategy and ad placements.


Bing Ads offers a robust platform for affiliate marketers, with significant advantages in cost-efficiency and audience reach. At ScroogeFrog, we’ve leveraged these benefits to deliver outstanding results for our clients, particularly in niches like essay products. By focusing on strategic keyword selection, effective budget management, and advanced tracking tools like UET, we’ve maximized ROI and driven sustained success.

If you’re looking to amplify your affiliate marketing efforts, consider partnering with a trusted agency like ScroogeFrog. Our expertise in Bing Ads can save you both time and money, ensuring your campaigns achieve their full potential.