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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
Let's talk about now on how to start a Bing Ads account. There are a couple things that you need to have on hand before we get started. One is an email address that you're willing to have be a MSN Live Account. It does not have to be a Hotmail or Outlook email address. But it is one that you're willing to turn into one. Be advised that the email you associate with this new Bing account, is going to have the admin privileges and be the owner of the account. So if this is for a business, we're going to be sure with other people, you might consider creating a new email account so you can share the log in password, or leave it behind you if you take new employment elsewhere.
So first thing first, let's go to Bing.com. I already have the MSN account that I'm going to associate with my new Bing ads account. So let's go find Bing ads, and navigate into their sign up center. Sign up for Bing ads here over on the right. It's going to open a new screen. And in this case, we're signing up. I want to go ahead and sign in with a existing Microsoft account that I've already created. If you do not already have a Microsoft account, you could choose the radio button for a new Microsoft account, and a setup wizard will walk you through how to set one up.
In this case we're going to hit continue. This is your Bing ads account in full page. Here, we're going to fill in a few things about your business in order to sign up for Bing ads. Go ahead and put in your company name, and a placeholder phone number for the purposes of this course. And then I'd like you to pay special attention to the country, language, currency, and timezone here. Once you have made your selections here, they cannot be changed later. So please make sure that the country, language, currency, which is what your account will be billed in and time zone are correct before you hit the save and continue.
So let's go ahead and create our account. We can see here that we are presented with a couple of options. One, is to import directly from Google AdWords. In this case, we're going to say that we don't already have a Google AdWords account. We're going to go ahead with option two. Option two is going to walk us through the Bing Ad setup wizard. In this case we are going to create a new campaign, ad, and q with this. So let's walk through our first ad, in this case we are going with a text ad, not a mobile ad, and to start with we are going to put in a place holder ad about dog collars. You can always go back, and adjust, add, copy, keywords, destination URL's as needed.
For the purpose of this walk through, we're going to put in some place holder text. Put in your website here, within the display URL, and it automatically populates into the destination URL for now. And you can look on your right here and see a preview of what your ad might look like on a search engine results page. Next, we're going to go ahead and choose our keywords. Here, I'm going to put in one placeholder keyword so that we might finish using the setup wizard.
I'm going to hit add and as you'll see, it moves it over to my keyword list. This is now my current keyword list associated with the ad above. I've put in my match type and it has already populated an estimated bid that I should follow. I'm going to go ahead and keep this bid at this time. Next, I need to name my campaign, and I need to name it something more descriptive than campaign one. In this case, I'm going to call it Dog Collars. Here, I'm going to go ahead and put in a placeholder amount for my campaign budget. I'm going to start with $20.
I'm going to verify that the language that I would like my campaign to be is in English, and that the location is the United States. At this time, I'm going to skip advanced location options because all I want to do is target the United States for the purposes of this setup. I'm going to hit save. In this case we're going to go ahead and proceed with the search engines suggested bid of 33 cents. For the content network, I'm going to put in a lower bid of 10 cents simply as a placeholder at this time. Next we have targeting options, we're actually going to skip the advanced targeting options at this time, for days, time, demographic and device for the purposes of this tutorial and walking through a new Bing Ads account set up.
Instead we're going to move forward to advanced settings. Under the Ad Distribution section, you'll see that there are many options. We are actually going to go with the Bing and Yahoo search owned and operated only, and unselect the content network. Bing and Yahoo search are for bing.com and yahoo.com search engine results pages only. The other networks are not associated with Bing and Yahoo.com search engine results pages, and instead show ads along side relevant content. Next, we're going to take a look at our pricing model.
How do you want to be charged for your ads, cost per click that's okay, schedule we're going to leave that by default, which is 24 hours seven days a week and we're also not telling it when to end. Exclusions are not something that we're going to be dealing with at this time, as it pertains to the content and syndicated search partner networks. Next is the ad rotation. Optimized for clicks is set by default in this case, in which it's going to show ads that are more likely to garner more clicks. We are going to leave this option for now. From here we can save our campaign settings. Now Bing Ads is asking us how we would like to pay for our ads.
You can choose credit or debit card, Paypal, check or bank transfer. Whatever you choose make sure that you choose it correctly because once you have selected your billing preferences, it can not be changed later. For the purposes of this tutorial, we're actually going to skip billing at this time and come back to it later. Now that you have completed the billing setup, Bing Ads will drop you off here, in the dashboard of your brand new account where you can see your campaign, ad groups, and your placeholder keyword and ad. At this time, I recommend finishing the rest of the course before starting your Bing Ads campaigns.
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