Pay-Per-Click Fundamentals
Illustration by Richard Downs

Using the Bing Ads desktop editor


Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Using the Bing Ads desktop editor

Just as Google AdWords has a desktop editor, so does Bing Ads. Where do you get the Bing Ads editor? And, my number one use for the Bing Ads offline editor is to add UTM codes to Another thing you can do with the Bing Ads editor is keyword research.
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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 desktop editor

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, 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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