Microsoft Ads (Bing) Beginners Guide – Part 2/2

Welcome to Bing / Microsoft Ads Beginners Guide – Part 2 out of 6. In part 2 we’ll be continuing with getting started with Microsoft ads.

We will be taking a closer look at the following:

• Creating Your Campaign
• Expanding Your Campaign
• Activating Your Campaign
• Optimizing Your Campaign

Microsoft Ads

Creating Your Campaign

The basic set up of a campaign could not be more simple. It is very linear to create a campaign. You click on to create a campaign and you move through the steps as you are prompted to do so.

How you answer in all the different stages will be reflective or who, when, and how you are targeting people. These are questions really only you can answer.

Top Tip

The thing is don’t get too hung up on the details. Fill out the details accurately, but note, that your initial goal, is to gather data so that you can make better decisions.

It’s not until you have data, will you be able to make more intelligent decisions that have an impact.

Throughout the process of creating your campaign, if you are not sure what any of the sections are, you can click the question mark “?”, next to the section for further details.

Keywords

Most of the details of your campaign will be self-explanatory. However, Keywords are really what’s going to make the difference for you.

In Microsoft ads, you have the ability to choose Keywords in three separate categories:

• Broad – Your selected keywords can loosely match what someone is searching
• Phrase – Your keywords can appear throughout a phrase someone is search
• Exact – Your keywords are searched exactly

When beginning a campaign, I recommend choosing all three categories for each keyword. Then review the data, and see which ones are converting for you and which ones can you dismiss.

Remember the golden rule: Invest in The Best and Kill the Rest

Let that be your mantra for Microsoft ad campaigns.

Expand Your Campaign

Remember Bing / Microsoft ads are all about gathering data, so you can better do the following two things:

• Optimize your ads
• Scale up your operation

A great way to gather data is to multiply the number of ad variations you have for each campaign. This gives you an opportunity to make subtle changes.

When it comes down to it, the difference between what makes one ad more successful then another will simply be the wording or the format.

Using ad variations to make micro changes which will enable you to get the type of feedback that gives you the confidence to invest more in one type of ad.

Activating Your Campaign

To ensure that your ads are running, you need to ensure that you enabled a payment method.

To confirm you have a payment method in place click the following:

• Gear icon
• Billing and Payment
• Payment methods

Next, you want to check the delivery and status of your campaign.

Once you click on delivery, your campaign should say eligible. If the delivery says anything else, click on the three linear dots beside the status to understand the issue.

To enable a paused campaign, check the tick box beside the campaign, click on edit and then enable.

If you have gone through all these steps, your campaign is now eligible and most likely it is live. If you are still experiencing problems, contact the Microsoft support team and they will set you straight in minutes.

Optimizing Your Campaign

At this point, you should have a good structure campaign up and running.

There are three primary tools you can use to improve your campaigns:

• Negative Keywords
• Ad Targeting
• Dynamic Text

Let’s take a closer look at each term:

Negative Keywords

Negative keywords prevent your ads from displaying for search queries that contain your keywords but have little or no relevance to your ads.

You can ad negative keywords to individual ad groups or the entire campaign.

To add negative keywords, click the following:

• Campaign name
• Keywords
• Negative Keywords
• Add Negative Keywords

Targeting

You only want to show your ads to people who meet specific criteria.

Click the settings tab to find your targeting options.

You can target in any of the following ways:

• Location
• Day of the Week
• Time of Day
• Demographics
• Devices

Dynamic Text

Your words are your most powerful tool. With the dynamic text option, you can have smart ads that adjust the text to match the specific search of the user. This means the add will change based on who is searching the web at that time.

This is why having more than one ad in each campaign is so important. As you can run tests and see which one performs the best.

The Secret to Effective Ads

If you are to have an effective ad campaign, it’s because you made it an effective ad campaign. This of it a Michalenago sculpting his David. You have to chip away it every day, making modifications until you unveil your masterpiece.

In this case, you are the sculptor and data reporting is your hammer and chisel.

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