What strategies do these platforms recommend for nonprofit organizations using Bing Ads?

Nonprofit organizations can use Bing Ads (Microsoft Advertising) very effectively with the right strategy—especially through the Microsoft Ads for Social Impact program, which includes free ad grants and nonprofit-specific tools. Here are the key strategies Microsoft recommends for nonprofits:

💸 1. Use the Microsoft Ad Grant for Nonprofits
Eligible nonprofits can get $3,000/month in free ad credits to promote their mission.

Apply through Microsoft for Nonprofits.

Use the grant to drive traffic to donation pages, volunteer sign-ups, awareness campaigns, or event registrations.

🎯 2. Define Clear Campaign Goals
Microsoft recommends nonprofits align ad campaigns with specific objectives:

Increase donations

Raise awareness or education

Recruit volunteers

Promote events or webinars

Set conversion goals in Microsoft Advertising to measure outcomes like form submissions or button clicks.

🔍 3. Use Keyword Targeting Strategically
Focus on mission-aligned keywords (e.g., "climate change solutions," "donate to education programs").

Include geo-targeting if your organization operates in specific regions.

Use long-tail keywords for more specific, lower-cost traffic.

Tip: Use Microsoft's Keyword Planner to discover affordable and relevant search terms.

🧪 4. Test and Optimize Continuously
Microsoft encourages nonprofits to:

A/B test ad copy, headlines, and calls to action.

Use Responsive Search Ads to rotate and optimize creatives automatically.

Monitor what's driving conversions and adjust budget allocations accordingly.

📱 5. Leverage Extensions for Better Engagement
Add ad extensions to give users more ways to interact:

Sitelink extensions – promote multiple pages (e.g., donate, volunteer, about us).

Callout extensions – highlight unique impact points (e.g., "100% tax deductible").

Location and call extensions – great for local organizations.

🌍 6. Target the Right Audience
Use demographic targeting (age, gender, location).

Remarketing to re-engage past site visitors.

In-market audiences to target users already searching for similar nonprofit causes.

📊 7. Track Conversions with UET
Set up Universal Event Tracking (UET) to measure:

Donations

Newsletter sign-ups

Volunteer applications

Event RSVPs

This helps prove impact and optimize campaign ROI.

🤝 8. Use Microsoft's Nonprofit Tools & Resources
Microsoft provides nonprofit-specific onboarding help, best practices, and account setup guidance.

Access to webinars, documentation, and one-on-one support for eligible nonprofits.