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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.
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