Pay-Per-Click Fundamentals
Illustration by Richard Downs

Using the Bing Ads content network


Pay-Per-Click Fundamentals

with Elizabeth Marsten

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.
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  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

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

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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.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Google AdWords Bing Ads
Elizabeth Marsten

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.

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