Join Joseph Kerschbaum for an in-depth discussion in this video Understanding the search and search partner networks, part of Bing Ads Essential Training.
- I've already mentioned that your ads will run on Bing as well as Yahoo, but your distribution options don't end there. Bing has a few different networks that can distribute your ads. When you're setting up you campaigns, you will notice these choices, all search networks, Bing and Yahoo owned and operated sites, Bing and Yahoo syndicated search partners, and the content network. In this lesson we're focusing on the difference between Bing and Yahoo operated sites and the Bing and Yahoo syndicated search partner network. They may sound similar by name but they operate very differently. The Bing and Yahoo owned sites include Bing.com, MSN, and any other Microsoft site. Many of these sites have Bing search query boxes and search ads displays on search results pages. Some pages also features popular topics or news stories that can change throughout the day. These also provide links to search queries resulting in display ads or search ads. Also, the Bing and Yahoo owned sites include Yahoo.com, includng sites owned and operated by Yahoo. So, basically, in a nut shell, you'll be appearing on Bing and Yahoo, and their variously owned sites. The search partner network with Bing ads is rather large and it's pretty diverse. If you choose to have yours ads displayed on syndicated search partner sites, your search ad may appear on the following types of sites, first, sponsored search, sponsored search sites are those that feature a search box allowing user to enter a search term, and when they do they'll see ads. A directory site. Directory or category search involves the user navigation through a directory, which can look similar to like a table of contents for a website. To increase the volume of high quality traffic to their site, some of Bing's syndicated partners are proved to advertise with other providers. Basically, this is advertising with ad-based sites. Display to search is an implementation that consists of a list key words featured in a display ad. These related key words are generally related to the content on the page. Mobile. Search ads can be displayed within a mobile browser, depending on the query entered by the user. Qualified search allows some websites to display sponsored search results and search enhancers. A search enhancer is a user installed application, which displays sponsored ads above or beside some search engine results. But a user does have to actively download this application in order for the functionality to take effect. Since many of you are just getting started with Bing ads, I suggest you target only the Bing and Yahoo owned sites. Basically, this means that your ads will appear on Bing and Yahoo search results, which is probably what you want anyway. Perhaps, later you can expand into the search partner network. Personally, I found that the search partner network can be challenging in terms of traffic quality, and generating a positive ROI for campaigns. Bing provides helpful tools to manage this distribution channel, but for now, let's just focus on search. Later, if you need to boost volume, then perhaps consider the search partner network. And another note, please make sure to be very careful when you're creating campaigns. The default setting in Bing ads in to ahp-shoor campaigns into all three distribution channels, search, search partner, and the content network. If you don't change the setting to search network only, you could spend a lot of money very quickly, with remarkably poor performance. Now, you should have a pretty good grasp on the difference between Bing search network and the search partner network. At this stage of the game, let's just focus your efforts on the core search network and perhaps return to the search partner network at a later time.
The course begins with an overview of Bing Ads and the search landscape, and then PPC expert Joseph Kerschbaum guides viewers through creating an account and placing ads with Bing Ads and across the Yahoo! Bing Network.
The course then explores best practices for organizing campaigns and ad groups and appropriately matching keywords. Joseph includes tutorials on setting bids and budgets, writing effective ads, and launching and testing variants. Plus, learn how to import AdWords campaigns, measure the performance of your ads, and address important Quality Score issues.
- Comparing Bing and Google
- Creating your account
- Setting up billing
- Choosing ad outlets
- Organizing campaigns and ad groups
- Creating new campaigns
- Setting up campaign budgets
- Setting keyword bids
- Writing effective text ads
- Importing campaigns from AdWords
- Tracking ad performance
- Understanding Quality Score
- Running reports