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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.
Just as Google AdWords has a desktop editor, so does Bing Ads. I invite you to take advantage of their free desktop editor as well. It's a huge time saver. Download and save the program to your computer, sign in with your Bing Ads credentials, and you can download campaigns, accounts, everything. Work on your account, make changes, and then upload those changes to your account when you're ready. And then next time you log into Bing Ads, you'll see that they've been implemented and running. Where do you get the Bing Ads editor? Well, the easy joke here is to Google it. But seriously, go to advertise.bingads.microsoft.com, click on Tools, select the editor and download it.
That's it. So why should you download this magical tool? Well, let's walk through some of the pros and cons of the Bing Ads Editor. So the pros of the offline editor. Changes you make are offline and wait until you upload them to the account. You can work in an Excel spreadsheet template and upload it easily. You can copy and paste entire campaigns, ad groups, keyword lists with a few simple clicks. And, you can download and view statistics in the editor. And, my number one use for the Bing Ads offline editor is to add UTM codes to destination URLs with the copy and paste speed instead of one by one in the web interface.
I recommend adding source and medium at a minimum. You can add more like an ad ID, keyword, or a dynamic query. Otherwise Google Analytics or GA will credit all Bing traffic as organic. Here's an example of a destination URL tagged with just source and medium for Bing Ads and what it might look like. Another thing you can do with the Bing Ads editor is keyword research. Do your research within the editor and add your keywords right there to your keyword list. You can find duplicate keywords easily. You can adjust your match types in bulk. So if you would like to change a group of phrase match keywords to exact, no problem.
You can find or replace text in ads and keywords very easily. So, if you had a promotion change or a new sale, go ahead and use the find and replace functionality. You can also view the entire account on one screen. And, navigate quickly through the entire account, instead of waiting for the web interface to load. And last but not least, direct importing from Google AdWords. So you can do this in the web interface as well, but I prefer to import here, manipulate the data the way I want, like adding UTM codes, and then uploading to the web. Alright, let's hear it. What are the cons? Cons of the offline editor for Bing ads.
You do need to log in after uploading large groups of changes to make sure that everything went okay. Don't be a super villain and assume everything went according to plan. There is no Mac version at this time. I'm sorry. It is the most requested feature. So Bing is aware of it. It can be buggy at times so I recommend syncing and uploading changes intermittently, rather than saving hundreds of changes for one large upload. You will cry if you lose that many changes so sync often. I highly recommend after you're comfortable with the Bing Ads web interface that you download this tool and give it a try. As I stated at the beginning of this lesson it's a huge time saver.
I find that the biggest benefit alone is in that of being able to see so much of the account at once and click around between the elements with a speed that can't be matched by waiting for a page to load. This one is free too. So don't forget about it and make sure you download it today.
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