Mastering Mailchimp & Bing Ads Integration for Improved Social Media Campaigns

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If you’re like me, you’re always on the lookout for ways to optimize your social media advertising. One powerful strategy I’ve discovered is integrating Mailchimp with Bing Ads. This combination can supercharge your campaigns and boost your marketing results.

Mailchimp, a leading email marketing tool, and Bing Ads, Microsoft’s online advertising platform, are both potent tools in their own right. But when you integrate them, you’re able to leverage the strengths of both. This can result in more targeted campaigns, improved tracking, and ultimately, a higher return on investment.

In this article, I’ll guide you step-by-step on how to integrate Mailchimp with Bing Ads. Whether you’re a seasoned marketer or a beginner, you’ll find this guide easy to follow and implement. Let’s dive in and explore how this integration can take your social media advertising to the next level.

What is Mailchimp?

I say Mailchimp, you might wonder, “What’s that?” Well, it’s an all-in-one platform that simplifies the process of email marketing. Built with businesses in mind, Mailchimp does more than send emails – it’s a sophisticated marketing platform designed to streamline and automate your marketing efforts.

Mailchimp offers various services spanning across email marketing, website management, customer segmentation, and even more recently branching into social media advertising. It’s aimed at maximizing your efforts and saving you time — two invaluable assets in today’s fast-paced digital landscape.

Considered one of the go-to solutions for businesses of all shapes and sizes, Mailchimp helps you engage with your audience on a more personal level. Email marketing remains a powerful tool in the digital marketing repertoire, and Mailchimp leads the charge with its feature-rich offerings.

From startups to Fortune 500 companies, everyone is utilizing Mailchimp for its versatility and its feature-packed offerings. It’s a platform that’s ready to grow with your business, providing tools that help you better engage with your customers and prospects every step of the way.

From beautifully designed email templates to sophisticated analytics tools, Mailchimp provides you with all the features you need to get your message out there. It’s built from the ground up with the marketer’s needs in mind. The platform offers various tools, including:

  • A drag-and-drop email builder
  • A suite of pre-designed templates
  • Advanced segmentation and targeting capabilities
  • Detailed analytics and reporting tools

By now, you must be realizing the invaluable power Mailchimp brings to the table. However, when integrated with Bing Ads, it further enhances your social media advertising crusade. But that thought, my friend, is a can of worms I’ll be opening a little later.

What is Bing Ads?

As we journey through the landscape of digital marketing, it’s essential to understand the unique platforms that can elevate our advertising strategies. We’ve already discussed Mailchimp – the all-in-one solution for email marketing needs. But now let’s plunge into the world of Bing Ads, another crucial element in our tool belt for online advertising success.

Formerly known as Microsoft Advertising, Bing Ads is an undeniably robust network for PPC (pay-per-click) marketing. It’s an exceptional tool for businesses of varying sizes and scales, looking to expand their footprint on the global digital marketing stage. Not limited to just Bing, this platform also encompasses search engines like Yahoo and AOL.

With Bing Ads, you can aim for prominent ad placements across search result pages of the Bing network. It’s all about ensuring your brand’s visibility when potential customers are on the prowl for products or services you offer.

Here’s a glimpse at the notable aspects of Bing Ads:

  • Large Audience: As per Microsoft, the Bing network reaches a diverse global audience of nearly half a billion unique users each month.
  • Less Competition: Since it’s a less crowded space compared to Google, advertisers typically face lower competition on Bing.
  • Lower CPC: Comparatively lower competition often translates into a lower CPC (Cost-Per-Click), making Bing Ads a cost-effective choice.
  • Ad Scheduling and Geo-Targeting: Bing offers exquisite control over when and where your ads appear with advanced scheduling and geo-targeting options.
  • Extensions: Bing Ads offer ad extensions allowing you to provide additional information about your business such as contact details, location, and more.

Benefits of integrating Mailchimp with Bing Ads

Integrating Mailchimp with Bing Ads doesn’t just simplify your social media advertising efforts. It also brings a host of tangible benefits that can drive better results for your campaigns. Let’s refine this a bit more.

One major advantage is the enhanced targeting capability. With Mailchimp’s advanced segmentation abilities, combined with Bing Ads’ geo-targeting options, it’s easier to reach the right customers at the right time. Believe me, there’s nothing like delivering a targeted ad directly into the hands of a ready-to-act consumer.

Next, let’s talk about cost-efficiency. Bing Ads generally offers lower CPC (Cost-Per-Click) than its counterparts, primarily due to less competition. So, coupling this with Mailchimp’s diverse set of features helps achieve not just a cost-effective campaign but also a profitable one. It’s like hitting two birds with one stone.

Third, we can’t overlook accessibility. The combined tools of Mailchimp and Bing Ads can significantly simplify the user experience, boasting straightforward processes and user-friendly interfaces. If you’re like me who prefers streamlined tools that can maximize productivity, this integration will indeed be a game changer.

Finally, this integration allows for flexibility. With Mailchimp’s versatile email marketing features and Bing Ads’ advanced scheduling options, your campaigns can be optimized to meet varying customer needs and market trends. Lay the groundwork, set your parameters, and watch your campaigns flex and adapt with little to no additional effort from you.

Isn’t it remarkable how these two platforms, when combined, can create a powerful tool that can be a real game changer for social media advertising? As with anything in the digital marketing realm, integrating Mailchimp with Bing Ads is not a one-size-fits-all solution. However, it’s hard to deny the obvious advantages that can come from harnessing these tools together.

Step 1: Setting up a Mailchimp account

Think of your Mailchimp account setup as a launching pad for your journey towards optimized social media advertising. It’s here that data decks, campaign operations, and analytics live harmoniously. It’s about creating the right foundation for email and social media marketing success as it’ll make it easier for you to integrate with Bing Ads later on.

Signing up for a Mailchimp account couldn’t be easier. Start by navigating to Mailchimp’s homepage. Click on the ‘Sign Up Free’ button at the top right corner of the screen which will lead you to a simple, straightforward signup form.

You’ll need to provide a few key pieces of information at this point:

  • Email Address
  • Username
  • Password

Once you’ve filled in this initial information, you’ll receive a confirmation email. Click the activation link in this email to finalize your account setup. Follow through the setup instructions until you land on the main dashboard. It’s here where you’ll create your first digital marketing campaign, design engaging emails and setup automation workflows.

Bear in mind that while signing up and setting up a basic account is free, some advanced features may require a paid subscription. It’s advisable to review Mailchimp’s pricing beforehand to gauge which features align best with your business needs.

With account setup completed, you’re now prepared to take the next step in your journey towards social media advertising optimization. The forthcoming interaction with Bing Ads can be seen on the horizon. Get ready to harness the power of data, increase your reach, and steer your advertising machinery in the right direction.

Note that while Mailchimp can be an effective tool for your marketing needs, it’s not a one-size-fits-all solution. As with any tool, the key to its effectiveness lies in how well it’s used and incorporated into your strategy.

Step 2: Creating a Bing Ads account

Now that we’ve set up our Mailchimp account, it’s time to take the next step and create a Bing Ads account. Why Bing Ads, you may ask? Well, there’s a good reason.

Bing Ads, now known as Microsoft Advertising, is an excellent platform for businesses that want to broaden their advertising reach. With access to 35.6 million unique searchers on the Bing Network who aren’t reached with Google Advertising, Bing Ads gives a significant opportunity to tap into a more exclusive market.

Signing up for a Bing Ads account is a simple and straightforward process. Just go to the Bing Ads homepage and click on ‘Sign Up’.

To make this process easier, follow these steps:

  1. Visit the Bing Ads homepage.
  2. Click on ‘Sign Up’.
  3. Fill out all the necessary details.
  4. Agree to the terms and conditions.
  5. Click ‘Create Account’.

Bing Ads requires users to set a daily budget for campaigns, targeting options, and ads. These settings can be tweaked at any time, making Bing Ads an adaptable tool that fits a variety of marketing plans.

If you’re a beginner, don’t worry. Bing Ads offers a range of guides, webinars, and tutorials that can help you understand how to make the most out of your advertisements.

One last note on Bing Ads: they’re big on security. You’ll need to verify your email address before you can start advertising, so make sure you’ve got access to the email you sign up with.

Up next, I’ll be integrating your new Mailchimp and Bing Ads accounts for optimum social media advertising. But before we dive into that, it’s essential to recognize that both platforms have their strengths and weaknesses. They need to be used effectively and in a synergistically. Only then can you reap the benefits of integrated digital marketing.

Step 3: Linking Mailchimp and Bing Ads accounts

Now that you’ve got your Mailchimp and Bing Ads accounts set up, it’s time to integrate these platforms to optimize your social media advertising. The linkage is designed to streamline your marketing strategies, giving you a more coherent and efficient way to reach your target audience.

To initiate this process, log into your Mailchimp account, go to the integrations page and select Bing Ads. You’ll then be prompted to enter your Bing Ads credentials. Be prepared to input your account’s API key, which can be found in your Bing Ads account.

Moreover, when linking your accounts, make sure you’re using the same email address for both. This ensures flawless communication between the two platforms. If you’re using different emails, you may encounter some roadblocks.

Once you’ve entered your Bing Ads credentials into Mailchimp, you’ll be directed to a permissions page. Here, allow Mailchimp to access your Bing Ads data in order to align the two platforms and enhance your campaign performance.

Bear in mind that linking these platforms for the first time might take a few minutes. There’s no need to worry if it isn’t instantaneous – give it some time.

In all, integrating Mailchimp with Bing Ads will enable you to harness the power of both platforms for your marketing efforts. You’ll not only be able to reach a wider audience, but also tailor your strategies for different markets. This crucial step in improving your social media advertising can’t be overstated.

Step 4: Importing Mailchimp contacts into Bing Ads

So, you’ve linked up your Mailchimp and Bing Ads accounts. What’s next? It’s time to leverage your existing Mailchimp subscribers to catalyze your Bing Ads efforts. That’s right. The integration enables you to import Mailchimp contacts into Bing Ads. Now, this is indeed a significant step that can boost your social media advertising campaign’s effectiveness.

First, you must ensure that your Mailchimp lists are up-to-date and contain all the necessary information. Remember, the more accurately you can define your target audience, the more precise your Bing ads will be.

Begin by logging into your Bing Ads account and selecting the “Audiences” tab. From there, you’ll see an option to “Import Audiences“. This allows you to bring your Mailchimp contacts in. You’ll want to select “Create your own list” and name it something that makes sense for you.

Let’s talk numbers. Let’s imagine two scenarios:

ScenarioTotal ContactsContacts UploadedSuccessful Import
Scenario 1100090083.3%
Scenario 2150001350078.6%

In scenario 1, out of 1000 contacts, 900 were uploaded, resulting in an 83.3% success rate. In scenario 2, out of 15000 contacts, 13500 were successfully imported, equating to a 78.6% success rate. You’ll notice that not every contact was imported. This is because Bing Ads only accept contacts who have interacted with your business in the last 180 days.

Once you’ve completed these steps, your Bing Ads account will sync with your Mailchimp list. Any new subscribers added to your Mailchimp account will be automatically synced to your Bing Ads audience list. Synchronization is not a one-time job. Given how dynamic customer information can be, the sync process must be continuous. Keep an eye on your numbers, ensure your lists stay relevant, and watch as your ads reach the right people at the right time. Adjust your campaign strategy dynamically, learning from your audience engagement, and keep advancing towards your desired market reach.

Step 5: Creating targeted campaigns with Mailchimp segments

After successfully importing your Mailchimp contacts into Bing Ads, it’s time to fully utilize this integration by creating targeted campaigns using Mailchimp segments. These segments, which include various subsets of your audience categorized based on their behaviors and preferences, play a crucial role in tailoring customer-focused marketing strategies.

So, how can you, as a business owner, achieve this? Firstly, using the insights derived from the Mailchimp data. Mailchimp provides comprehensive analytics detailing how each subscriber interacts with your content. Based on these insights, you can then create segments within your imported Mailchimp list.

For instance, if a significant number of your contacts frequently open emails about a particular product line, they can form a segment. Or another example could be that contacts who never miss reading your monthly newsletter can be another segment. With these pre-defined segments, you can create highly targeted Bing campaigns to boost your return on ad spend (ROAS).

To create a customer segment in Bing Ads, head over to the ‘Audiences’ tab and choose ‘Create Association’. There, you’ll find an option to choose your desired segment from the imported Mailchimp list.

Select it, name it, and save it. Now, these defined segments are ready for use in your next campaign. This ensures that the right Ads are displayed to the right audience, thus maximizing the potential for higher ad engagement.

Remember, continuously synchronizing your Mailchimp lists with Bing Ads and frequently updating the segments based on user feedback and engagement data can help maintain the effectiveness of your targeted campaigns.

Using Mailchimp segments for heightened targeting in Bing Ads adds another level of personalization to your advertising strategy, giving you a competitive edge and improving your overall ad performance.

Step 6: Tracking and analyzing campaigns using Mailchimp and Bing Ads

After setting up your targeted campaigns with Mailchimp segments in Bing Ads, you’ll want to ensure they’re performing effectively. That’s why it’s vital to monitor campaign performance and analyze the data these platforms provide. Here, I’ll walk through the basics of tracking and analyzing your advertising campaigns using Mailchimp and Bing Ads.

First, it’s important to take advantage of the trackable metrics offered by both platforms. Both Mailchimp and Bing Ads provide numerous metrics enabling businesses to measure their campaign’s performance. Metrics such as email opens, click-through rates, purchase behavior, and cost per acquisition can provide valuable insights into how your audience is engaging with your content.

To track these metrics, you’ll need to visit your Mailchimp Reports tab and the Bing Ads Campaigns tab. These locations will show you both granular and high-level data on your campaigns, providing a comprehensive understanding of what’s working and what might need tweaking.

The second aspect of tracking and analyzing performance is testing. A/B testing can be a powerful tool in your advertising arsenal. It allows you to try out different ad variations and see what components of the ad are resonating the most with your audience. For instance, you might experiment with different email subject lines, ad copy, or visual assets to determine what generates the most user interaction.

Performance data can be overwhelming, so it’s essential to focus on the metrics that matter the most. If the goal of your campaign is brand awareness, pay attention to metrics like reach and impressions. If the aim is sales conversion, prioritize action-oriented metrics like click-through rates or purchases.

Remember, tracking and analyzing is not a one-time event. It’s an ongoing process that, when done correctly, helps you unlock the full potential of your campaigns while making your advertisement more effective.


I’ve shown you how integrating Mailchimp with Bing Ads can supercharge your social media advertising. It’s all about leveraging trackable metrics and A/B testing to optimize your campaigns. Remember, it’s not a one-time task. Continual tracking and analysis are integral to unlocking your campaigns’ full potential. Whether your goal is brand awareness or sales conversion, these tools offer invaluable insights into your audience’s behavior. By focusing on the metrics that matter most to your business, you’ll make your advertisements more effective. So don’t wait – start integrating Mailchimp with Bing Ads today and watch your social media advertising thrive.

1. Why should I track and analyze my campaigns?

Tracking and analyzing your campaigns will help you understand how well your advertisements are performing. It helps to identify which parts of your campaign are effective and which parts need improvement. This will ultimately help you improve your conversion rates.

2. What metrics can I track with Mailchimp and Bing Ads?

With Mailchimp and Bing Ads, you can track various metrics such as email opens, click-through rates, purchase behavior, and cost per acquisition. These metrics provide insights into the performance of your campaigns.

3. What is the importance of A/B testing in ad campaigns?

A/B testing is essential in determining what ad components resonate most with your audience. By testing different versions of an ad, you can identify what works best and use this knowledge to optimize your campaigns for better performance.

4. How should I focus my metrics?

Focus on the metrics that align with your campaign goals. If your goal is sales conversion, focus on metrics like purchase behavior. If you’re looking to increase brand awareness, metrics like email opens and click-through rates could be more relevant.

5. Is tracking and analyzing a one-time process?

No, tracking and analyzing your ad performance is an ongoing process. It helps to continuously unlock the full potential of your campaigns and make your advertisements more effective. Regularly reviewing and adjusting your strategies based on analytics can greatly improve your outcomes.

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