Most people know about Google and Bing in the Western world. As a digital marketer you’re also likely to be familiar with the likes of Yandex and Yahoo. But did you know there are also hundreds of other search engines, many of which have their own specialised areas?

DuckDuckGo and Ixquick are search engines that don’t track people (although they still show ads, with the tracking code removed); Dogpile returns all the best results from other search engines - the list goes on.

But then there is a search engine that plants trees…

Ecosia: An introduction

True to the Michael Jackson song ‘Heal the World’, Ecosia uses at least 80% of its profits from search ad revenue to support different tree planting projects around the world with the goal of planting 1,000,000,000 trees by 2020.

A cool feature for every user on Ecosia is the personal counter. Everyone will have one in the top right corner showing how many searches they’ve performed. Because you won’t click an ad every time you perform a search and because of different CPCs which, as we all know, can vary from a £0.01 to several pounds, there are, on average, 45 searches needed to plant one tree.

We all use search anyway, so it’s a nice thing to do. Having road tested Ecosia, I can confirm you get a nice buzz from doing so as you feel like you are helping the world - although its results didn’t stack up to Google, in my experience. There is an easy way of getting the benefit of Ecosia though, without necessarily using its search engine, while helping others to do the same as well...

PPC on Ecosia

Ecosia shows ads in its SERPs, which it calls EcoAds. In order to show ads and search results it has partnered with Bing (we love Bing!).

Through this model, Bing shares a portion of the revenue generated by these ads. All you have to do to show your ads for all those tree planting enthusiasts out there is activate search partners in Bing Ads.

Activate Search Partners

This works a little differently than in AdWords. Bing Ads allows you to choose if you want to show ads on search partner websites on ad group level (as opposed to AdWords where it is on campaign level). This should be active by default but you can check if you opted out while creating your campaign.

You have two options to check it: either you use the live version and click through all your ad groups, which can get tiring with large accounts, or you open your account in Bing Ads Editor (download here if you don’t have it already).

Below I’ll show you how to do it both ways.

Bing Ads Editor

Bing Ads Editor is the easiest way to make bulk changes in your account. In this case, it enables you to change settings on all or selected ad groups across the whole account.

Click on your account name (don’t choose any campaign or ad group) and navigate to the ‘ad groups’ tab. Now choose all the ad groups you want to check/change (hold ‘CTRL’ while clicking the names), and, under the ‘Edit the selected ad groups’ tab, check the network distribution as below:

Bing live version

In the Bing live version, navigate to your account and choose the first campaign you want to check. Now choose the first ad group within this campaign and click on the ‘Settings’ tab.

Scroll down and under ‘Other settings’, you’ll find ‘Ad distribution’, where you can opt in or out of the search partners option.

Now that we’ve made sure we activated search partners on Bing, we can sit back and relax while our ads (help to) save the environment.

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