Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Using the Bing Ads content network

From: Pay-Per-Click Fundamentals

Video: Using the Bing Ads content network

Bing Ads Content Network works almost identically to the Google Display Network. The first thing to note about the Bing Ads Network, You can find the settings in the ad group level settings.

Using the Bing Ads content network

Bing Ads Content Network works almost identically to the Google Display Network. In fact, just a few years ago, the Google Display Network was called the Google Content Network and was rebranded somewhere around 2008. So, if you already know how to use the Google Display Network, you're going to notice quite a few similarities. The first thing to note about the Bing Ads Network, it is not nearly as large as the Google Display Network. It's, unfortunately, much, much smaller. So, don't expect a lot of clicks or impressions. However the content network shows Bing ads alongside content on websites that belong to the Bing ads network and utilizes the keyword, Microsoft Media Network, or URL targeting.

You can only do text ads, no banners or video capabilities. You can find the settings in the ad group level settings. Here, Bing has the unique distinction of being about to set network targeting by ad group. So, you do not have to create a whole new campaign. As always, here are some of my cardinal rules for working with the Bing Ads content network. Remember that this is an ad group level setting, not campaign. Do a new ad group that targets the content network. Do not mix search and search partners. Remember, the ads need to be catchier and stand out. They're trying to be seen amongst other content on the page. Don't forget to add negative keywords or negative sites.

And review the sites on which your ads are showing through the website placement report. And one last thing, keep your keywords shorter and stay away from long phrases. Remember, less volume so the longer the query, the harder it will be to get impressions. Now let's walk through a creation of a content network ad group on Bing Ads. Go ahead and open up your Bing Ads account. And in this case, we've gone ahead and gone into our Dog Collars campaign. And from here, we're going to create a new ad group. Click on the Create Ad Group button, and let's name our new ad group. I'm going to go ahead with dog collars again, but this time I'm going to add the word content to differentiate it from my other ad groups.

We're going to keep the English language, United States. And here, we're going to enter our information for the text ad. Now remember, we're going to be catchier again, so we want to make this stand out. Additionally, Bing Ads lets you put an exclamation point in the headline, so why not? Go ahead and enter in your display URL and your destination URL if you have a different one, say like the product page. Here we see our preview on what our ads might look like once they go live. And we'll scroll down here to choose our keywords. From here, we could also choose our keywords but we could go with placements.

With placements, you need to know what websites you already want to add before you even add them. So we're going to stick with keywords for today. Go ahead and enter in the keywords. And what you want your ads to show alongside that kind of content with. Go ahead and scroll down and hit Add. Now we will see what the match types are and what the suggested bids will be. From here, we could adjust the match type, or leave it as is. In this case, we're going to go with content, and not broad. And we're going to actually go with the search engine suggestion of leaving it at first page bid for $0.75, 20 and 25.

Go ahead, click Save. Now, we're going to put in our bids. Because we're not running on the search network, and content only, we'll go ahead and put zero. Let's go with the suggested bid from the previous screen of $0.75. We're going to go ahead and scroll down further, going to leave advanced targeting options. Here in advanced settings this is the option that is the most important. This is what will differentiate from showing on the search network versus the content network Go ahead and click the down arrow. And as you'll see the search network has been selected as default.

De-select it. We're only going to run on the content network with this ad group. From there we look good. Now let's go ahead and save. And there it is. And now you can see your new ad group that is targeted only to the content network. Now don't expect millions of dollars. This is one of the harder networks to work with, from a volume and conversion standpoint. And it will require more time to run, before showing enough statistical significance on whether or not you keep running on this network.

Show transcript

This video is part of

Image for Pay-Per-Click Fundamentals
Pay-Per-Click Fundamentals

34 video lessons · 4022 viewers

Elizabeth Marsten
Author

 
Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Pay-Per-Click Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.