Boost Your Campaigns: Integrating Mailchimp with Bing Ads for Precise Audience Targeting

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In today’s digital era, it’s crucial to maximize the power of your marketing tools. That’s where integrating Mailchimp with Bing Ads comes into play. This combination can significantly enhance your audience targeting, leading to more effective and precise ad campaigns.

By syncing Mailchimp with Bing Ads, you’re not just merging two platforms. You’re creating a robust system that can streamline your marketing efforts, save time, and improve ROI. It’s like bringing together the best of both worlds: Mailchimp’s powerful email marketing capabilities and Bing Ads’ extensive reach in the search engine market.

In this article, I’ll walk you through the steps to integrate these two platforms. Whether you’re a seasoned digital marketer or a beginner trying to make sense of it all, you’ll find this guide straightforward and useful. So let’s dive in and start making your marketing efforts more efficient and targeted.

Why integrate Mailchimp with Bing Ads?

As an experienced digital marketer, I find the integration of Mailchimp with Bing Ads to be a game-changer. It’s not something you can afford to ignore. This combination unlocks fantastic potential, and here’s why.

Efficiency is Key
Managing multiple marketing tools can be a daunting task for any digital marketer. With Mailchimp and Bing Ads integration, you’ll streamline your marketing efforts, thereby saving you precious time. The ability to control your email campaigns and PPC ads from one platform means you can focus more on strategy and less on logistics.

Improved Audience Targeting
One of the most powerful aspects of integrating Mailchimp with Bing Ads is the opportunity for better audience targeting. It enables you to match your subscriber list with Bing’s user database. This synergy allows for more focused campaigns reaching the right people at the right time.

Stronger ROI
Simply put, more precise targeting leads to a stronger return on investment (ROI). By harmonizing your email and ad campaigns, you’ll boost engagement, drive more traffic, and ultimately increase conversions and sales.

Real-time Analytics
Another advantage to be gained from Mailchimp and Bing Ads integration is access to real-time analytics. With consolidated data at your fingertips, you’ll make more informed decisions, driving your campaigns in the right direction.

Data-driven decision-making is becoming increasingly essential in the digital landscape. So, it’s crucial to have a command over your campaign metrics, audience behavior, and ROI.

As we delve deeper into how to integrate Mailchimp with Bing Ads, you’ll experience firsthand how to harness these benefits for your own campaign strategy. The potential for success is immense, and we’re just getting started in explaining it all to you.

Step 1: Creating a Bing Ads account

Let’s kick things off here by creating a Bing Ads account. If you’ve already got one, feel free to skip straight to the next step. If you don’t, here’s a quick and easy method to set one up.

First, head over to the Bing Ads homepage. Just type “Bing Ads” into your favorite search engine and click on the first result. On the Bing Ads homepage, you’ll notice a ‘Start Now’ button, go ahead and click on that.

You’ll then be taken to an account setup page. Here, you’ll enter information such as your name, business name, and contact information. Be sure to put in data that’s correct and up-to-date. Bing may use this info to verify your identity, so you can’t just put in any old details.

Then you’ll need to fill out billing info. Bing Ads operates on a cost-per-click basis, so you’ll have to input some method of payment. Don’t worry about the cost just yet, as you’re only setting things up and aren’t running any ads.

Once you’ve set up a payment method, click on the ‘Create’ button, and voila, you’ve got yourself a Bing Ads account.

With your Bing Ads account ready, we’re equipped to take the next step and achieve better audience targeting with Bing Ads and Mailchimp. The road to more powerful, data-driven decision-making continues with the following steps. So, let’s keep pressing forward togather, as the next step beckons.

Step 2: Setting up your Mailchimp account

Now that you’ve got your Bing Ads account set up, it’s time to move on and set up your Mailchimp account.

First, navigate to Mailchimp’s official website and click the Signup button at the top right corner. Fill in your email, username, and password. You’ll get an email with a link. Click on that to activate your account.

Mailchimp offers different plans based on the size and needs of your business. You’ll need to choose the one that fits your needs best. For small businesses starting out, I recommend going with the free plan. You won’t get as many features as the paid plans, but it’s enough to get started and you can always upgrade later.

Once you’ve selected your plan and filled in your billing details, you’ll need to provide some information about your business. Be as accurate and honest as possible here. Mailchimp uses this information to help better tailor their service to your needs.

After inputting your business information, it’s time to create your first email list. You can gather emails from different sources like your website, Facebook page, or even physically at your shop. You’ll also have the option to import an existing email list if you have one.

Creating an email list is crucial because it’s how you’ll be able to target your audience with Bing Ads. You’ll be able to define and segment your audience based on various factors like their interests and engagement level.

Once you’ve built your email list, you can go ahead and design and launch your first email campaign. Take advantage of Mailchimp’s built-in campaign designer which offers numerous templates and customization options.

In the next steps, we’ll delve into how to take full advantage of integrating Mailchimp with your Bing Ads account to achieve better audience targeting.

Step 3: Linking your Bing Ads account to Mailchimp

Alright, we’ve gotten the basics covered: we now have a functioning Mailchimp account and a fundamental understanding of how it’s designed to assist us in our marketing efforts. It’s time to kick things up a notch. Step 3 is all about linking your Bing Ads Account to your Mailchimp account.

To get started, you’ll open both your Bing Ads platform and your Mailchimp account. In your Bing Ads account, you’ll need to navigate to the ‘Accounts & Billing’ section, then select ‘API Access’. From here, you’ll select ‘Create API Access Key’, providing your Mailchimp Account Name and API Key.

To find your Mailchimp API Key, you’ll need to be in your Mailchimp account. You can locate this by clicking on your profile name in the upper right-hand corner and then ‘Account’. From there, navigate to ‘Extra’ and then ‘API Keys’. Create a key if there are none, and that’s your API Key. Copy this key and paste it back in the API Access in Bing Ads.

Once both windows are open, I’ll walk you through the process step by step.

  1. In Bing Ads, navigate to Account & Billing on the top bar.
  2. From the drop-down menu, select API Access. Here, you’ll apply for API access by clicking on Create API Access Key.
  3. You’ll be asked to provide a Mailchimp Account Name and API Key. We’ll get this from Mailchimp.
  4. Switch to your Mailchimp window, click on your profile name on the top right corner.
  5. Select Account.
  6. From the account page, go to Extras and then API keys.
  7. Create a key if there are none. That’s your API Key.
  8. Return to Bing Ads and paste this key into the API Access area.

Step 4: Importing your Mailchimp audience into Bing Ads

Once you’ve navigated through the initial linking stages, it’s time to import your Mailchimp audience into Bing Ads. This step is vital for precision in audience targeting and to ensure your marketing efforts hit the mark.

The first thing you’ll need to do is to navigate to the ‘Tools’ section within your Bing Ads Dashboard. From here, find and click on the ‘Audience manager’. This will lead you to an area where you can manage and add audiences for your ad campaigns.

To import your Mailchimp audience, click on the ‘Create audience’ button. In the ‘Source’ drop-down menu, choose ‘Import from file’. Bing Ads will prompt you to upload your Mailchimp subscriber list. It’s worth noting that your subscriber list should be in .CSV format.

Ensure that the data matches the fields required by Bing Ads. These fields would include details like email addresses, phone numbers, or Microsoft IDs. It’s important to remember that Bing Ads accepts files up to 5MB in size.

After uploading, name your audience appropriately and save. At this point, you’ve successfully imported your Mailchimp audience into Bing Ads. Your newly created audience will show up in the ‘Audience lists’ tab under ‘Audience manager’.

Step 5: Configuring audience targeting in Bing Ads

With your Mailchimp audience successfully imported into Bing Ads, it’s now time to configure audience targeting. This key step will allow you to focus your efforts on potential customers who are most likely to be interested in your products or services.

First up, navigate to the Campaign tab in your Bing Ads account. Choose the campaign that you’d like to apply audience targeting to. Under the ‘Audience targeting‘ section, you’ll find a variety of options.

One crucial aspect of audience targeting is remarketing. Bing Ads remarketing allows you to reconnect with people who’ve previously shown interest in your business. With the aid of your imported Mailchimp audience, you can refine your remarketing strategy to better target specific customer segments.

Let’s say you could use ‘In-market Audiences‘, a feature that allows you to target users who are in the market for particular products or services. Bingo, right? You’ve got that segment on your Mailchimp list: consumers who’ve shown real interest in your products!

Another option you might want to consider is the Custom Audiences feature. Here, you can use your Mailchimp audience to create a personalized ad experience for your target customers. By using your own customer data, your ads can reach the right audience—with the right message—at the right time!

Whichever options you choose always remember to click ‘Save’ to lock in your selections.

Step 6: Analyzing and optimizing your ad campaigns

Now that we’ve discussed configuring our audience targeting, let’s move on to the crucial step: analyzing and optimizing our ad campaigns. This is a pivotal part of running a successful online advertising strategy. The Bing Ads dashboard gives you a wealth of insights and data, allowing you to gauge the effectiveness of your marketing efforts.

Let’s begin by accessing the Bing Ads dashboard. We can do so by navigating to ‘Campaigns’. Here, you’ll find numerous statistics at your disposal. We can observe impressions, clicks, conversions, and the general performance trend.

However, the secret to a stellar campaign is not just to observe, but also to adapt and optimize. Bing Ads provides several optimization features. You can update bids, adjust the time of day your ads are shown, refine audience targeting, and much more.

One optimization strategy I’d suggest implementing right off the bat is A/B testing. This involves tweaking aspects of your ads such as the headline or description, and seeing, through contrasting the data collected, which variant performs better. Once you’ve identified successful strategies through this testing, apply your findings to the rest of your campaign.

Another indispensable tool under the Bing Ads umbrella is their Reporting Feature. It can show you detailed performance insights which go far beyond the surface level stats shown in the Campaigns dashboard.

Here’s an example of how your report could look like:

MetricsWeek 1Week 2

This guided analysis could reveal patterns or emerging trends, giving you a chance to fine-tune your marketing efforts. Always strive to understand why certain metrics are improving or declining. Test, learn, adapt, and repeat. And of course, the metrics you focus on should align with your overall marketing objectives.

Lastly, don’t forget to leverage Bing Ads Automated Rules feature. It lets you automate repetitive tasks, which can save you an enormous amount of time.


So there you have it. Integrating Mailchimp with Bing Ads isn’t just possible, it’s a powerful strategy for better audience targeting. By leveraging the Bing Ads dashboard, you can dive deep into your campaign data, identifying what’s working and what’s not. Don’t forget the value of A/B testing—it’s a game-changer for refining your ads. The Reporting Feature is another tool in your arsenal, providing deeper insights into your campaign performance. And remember, understanding the ‘why’ behind your metrics is key to your success. Lastly, the Automated Rules feature is your best friend when it comes to easing the load of repetitive tasks. So why wait? Start streamlining your marketing efforts today and see the difference it can make.

Frequently Asked Questions

What does step 6 in the article focus on?

Step 6 focuses on analyzing and optimizing ad campaigns in Bing Ads. The Bing Ads dashboard offers valuable insights and data which can be used to understand the effectiveness of your marketing efforts.

How can I optimize my ads?

Ads can be optimized through features like A/B testing. This allows you to make tweaks to your ads and identify strategies that work best for your campaign.

What is the Reporting Feature?

The Reporting Feature in Bing Ads provides in-depth performance insights that delve beyond simple surface level statistics, helping users understand their campaign performance on a deeper level.

Why should I pay attention to improving or declining metrics?

Understanding why certain metrics are improving or declining is crucial as it provides insight into what’s working and what isn’t in your campaign. This information can guide future optimizations and strategies.

What is the Automated Rules feature?

The Automated Rules feature in Bing Ads allows you to automate repetitive tasks. This can save you time and ensure consistency in how certain tasks are performed.

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