Bing Ads Tutorial 2023 - Microsoft Advertising Tutorial For Beginners

Key Takeaways

okay I'm going to be doing my Bing ads SL Microsoft advertising tutorial this is going to be really just building a search campaign and some best practices when you're building a search campaign this is a beginner tutorial so if you're an advanced Advertiser this is not for you at all I'm going to have more advanced videos coming out as far as Microsoft advertising including an e-commerce series with Microsoft advertising as well because it's such a good channel for e-commerce and I don't think enough uh companies use it that are in e-commerce so let's get started here and you need to First create your Microsoft advertising account the other thing you need to do is verify complete the advertiser verification and then when you do actually join Microsoft advertising I would recommend using what's called expert mode so expert mode is what I'm in you don't need to be an expert to be in expert mode it just gives you more control there is a smart mode I truthfully never use smart mode so I would recommend just using expert mode and that's going to be an option when you do set up your Microsoft advertising account and then once you come in here just set up billing and make sure you complete all of your business information and you should get get to a screen that looks like this eventually now when you get to a screen like this the very first thing you need to do is set up conversion tracking so whatever the key performance indicators on your website are that is what you need to track now in this case I'm not going to be going over exactly how I set up my conversion tracking but I'm going to show you a few simple examples for setting up conversion tracking using Microsoft advertising if you're looking for a resource for setting up Microsoft advertising or Bing ads basically we use these terms interchangeably most people still search Bing ads and still refer to it as Bing ads so I call it both uh so if you hear me say Microsoft advertising or Bing ads it means the same exact thing but a very good resource quick easy article and a video is how to add conversion tracking for Shopify for Microsoft ads so I'll put this link in the video description because it's helpful and then you have a video here we scroll down it's very very simple you go to your Shopify store select checkout go to order processing stop add additional scripts add your Universal Event tracking tag so that is going going to be something I'll show you in a minute under conversion tracking and then what we're going to do is switch back to the Shopify ad mid tab paste the code in additional scripts tracking Revenue you just need to copy the code below underneath your U tag that you placed in additional scripts click on Save and it will now report conversions and revenue back to Microsoft ads for all your campaign types that allows you to actually optimize your campaigns to drive you more Revenue so if you have a Shopify website you're following along with this tutorial which you can this is going to help you create a search Campa it just won't help you show anything with shopping or performance Max but it will help you create a search campaign and you can make sure that you're setting up your conversion tracking properly now what I would recommend doing is using Google tag manager and it's easy to set up specific events it's easy to add your univer Universal Event tracking tag there uh so you could see mine down here and I'm going to show you how to do that in a minute so what I'm going to be doing today is running ads for my website brick poop.com we're just going to be going to the shop and sending some of the traffic directly to the shop Pages this website is purely an affiliate website so it's not something where I'm actually driving sales I'm just trying to drive people to click off my website to some of these affiliate products when people click off to some of these affiliate products it actually counts as a conversion Now setting this up is a little bit complicated for me but um it's not really something that's going to be useful for you if that's not your main goal so I'm going to show you today the two different main options for tracking your website conversions using using Microsoft advertising so let's come over here first and foremost we're going to go to tools and the very first thing is your U tag I need to make sure your U tag is installed so if we click here you can actually see my tag ID right there let's come over to Google tag manager when you go to your workpace or your tags and you click to add a new tag tag configuration search Microsoft and it'll come up right here Microsoft advertising Universal Event tag what you're going to do is leave this as it is leave this as it is and then you just need to take that tag ID that we had so coming over here copying our tag ID and then pasting it right there scrolling down triggering it on all pages so now that puts the U tag on every page on our website you click on save so we'll just do example U tag I don't want to add it twice so we'll click on Save and then submit this to your workspace and now that tag is on your website you do need to have tag manager installed on your website as well in order to do that go to the admin section install Google tag manager and from there you can paste this code underneath your opening header tag and this Cod this code underneath your opening body tag I have tutorials on my channel for how to install Google tag manager on Shopify how to install Google tag manager on WordPress I will put them in the video description very straightforward process to install this you can also if you want to come over to your Microsoft advertising account and when you're looking at your Universal Event tracking tag make sure you created it if you haven't already so I've already created one coming over here and clicking on view tag and from there you can take this says copy and then paste the U tracking code into every page of your website if you want to do this later or keep a copy you can send in an email or download it so you can copy this and basically just put it in the header portion of your website so you can use things like insert headers and Footers those allow you to add tracking code to your website that is a WordPress plugin I usually use uh WordPress head footer and post injection as the plugin but there's a lot of plugins that can do this including the code Snippets plugin so if you already have a plugin on your website for how to do this just use that existing Plugin or what I would recommend doing and I honestly have switched a lot of my tracking to Google tag manager I would recommend using Google tag manager as well so just taking this submitting that and now we have our U tag on our website so from there coming back over to our conversion tracking we're going to click on tools again go to our conversion goals this is where you need to set up conversion goals for your website so when you click on create you're going to see what type of conversions you want to track mobile app install offline you can actually import conversions directly into your Microsoft advertising account or we'll click on website click on next what is the goal category here so what is the main thing people are doing in my case it was outbound click so what you're going to see are two different goal types destination URL or event destination URL means tracking a thank you page on your website so if you have a specific Surfside pc.com than you in this case I'm in my Surfside PPC account I'm going to be using this example for Brick poop.com not actually running this campaign but again the process here is set up our conversion tracking and then create the campaign so once your conversion tracking is set up you can follow my exact campaign tutorial that's going to be starting in a few minutes so goal type here either destination URL this is the easiest way to do it is just name your tag just do your destination URL and you can literally do contains and if you're sending people to a thank you page you can enter thank you page if it's some type of order confirmation page so after somebody completes an order on your website send them to that order confirmation page and you can even set a revenue and you can say each conversion has the same value and set that here you could say conversion action value may vary for example by purchase price now this is where you're going to see you're going to need to customize your U tag tracking code to report variable Revenue this is not something I'm going to be going over in this video but I do want to create a separate Bing ads conversion tracking video so that is something that I do have in my pipeline coming out but if you do set destination URL at the very least you can track every time every time the conversion action happens and if you're not able to pull in that conversion action value what you can do is basically just say okay the average order on my website leads to let's let's see is an $80 order you can always just set $80 here and say okay that is going to be what the value is of every conversion action when someone purchases from my website and you'll at least get a rough idea of how much your actual website or how much your conversion is actually sending in terms of Revenue to your website so that is one of the options there is basically setting up a destination goal next if we come back over here so we'll click on create again website next goal category so let's just say it's submit lead form event track every time someone completes a specific action such as subscribing to a newsletter downloading a white paper as a conversion in this case if I click on next and we open up on Surfside PPC this is just my services page need to improve this page as well but let's just say I want to track every time someone clicks the submit button so what we could do here is we can come over we can name this so we'll just say sample conversion Revenue we're just going to say each conversion has the same value we're just going to set it as leads so it counts as one every time scope is going to be on my account count I would recommend doing unique uh so this is how you would want to do for leads and for purchases you want to count all so unique leads conversion window that means if somebody clicks this button 100 times it doesn't count as 100 conversions conversion window so we'll just keep this at 30day view through conversion window so when somebody actually sees your ad after they convert you can set this a little bit longer sometimes I'll set it to seven days including conversions yes and then conversion attribution model is going to be last click and we're going to click on next you're going to see we will turn autot tagging of Microsoft click ID on as it is required for U conversion goals so we're going to click on next here and now we're going to see is do you have this U tag installed on your website yes it is installed and all the pages if you're not sure you can click here they'll give you some instructions for installing your tag click on Save and next two different options manual installation or code free powered by Microsoft Clarity manual installation is a little bit more complicated and what I'd like to do is point out analytics mania.com so they have some of the best resources in terms of conversion tracking and I can tell you they've taught me how to set up conversion tracking for different accounts that I've worked with so I use analy analytics mania.com anytime I have to start conversion tracking because they have great blog articles here Microsoft adds conversion tracking with Google tag manager this will show you every single way to actually track conversions on your website so as we scroll down here you can see install the U tag send additional events to Microsoft ads create conversions that will match the information of your events so I recently set this up in my beach front of core account and I did it for outbound clicks and set it up using Google tag manager it's a little bit complicated here I'm in beach front of cor right now but if we come over here to my tags basically what we have here is the Microsoft advertising Universal Event tracking and we have the Microsoft advertising event so we click on it and what it does is the track type is a custom conversion so we're not doing the U configuration we're doing the custom conversion name the event action set a category set a label and then we need to set up the same thing in our Microsoft advertising account I also have a conversion trigger so this is anytime someone clicks on an outbound link which leads to a conversion variable the conversion variable equals true the conversion variable is anytime there's an outbound click on my website there's a lot of different ways to set this up but it did work and it's setting works properly in my beach fronts of core account okay and what we can do is use this code free powered by Microsoft Clarity so I have a specific form on my website so let's just say I'm trying to drive PPC advertising Services we scroll down here and somebody clicks on submit I want that to account as a conversion so we're going to take this page come back over here we're going to click on next after we choose that which web page you want to track click on connect okay so what we're going to do is click on choose an event and then we're going to scroll down here and we're going to select this event right here select a highlighted eror to choose your event we're going to click on it event added complete so now our event setup should be completely comp uh good and we should have this conversion all ready to go next step is to test your conversion goal it could take 24 hours to verify it so you could always fill out your form and see if it actually uh collects that information through your conversion goals but that's how to an easy way to set up an event tracking so that is conversion tracking in Microsoft advertising and Bing ads I would definitely recommend looking at analytics mania.com they have a great resource here and then if you're looking for Shopify information and create a new search campaign so we're going to create a brand new search campaign and usually your goal is going to be conversions so there's a couple different options here depending on what your overall goals are I don't have a catalog uploaded to Microsoft advertising for this account if you have an e-commerce website make sure you create your catalog upload it to Microsoft advertising using the merchant center with Microsoft advertising if you're familiar with Google ads Bing ads Microsoft advertising is basically the same exact thing so what you want to do do is choose your goal for this campaign in my case it's going to be conversions on my website basically I want people to come to my website go to some of these different pages here so for example monor balance boards click through to this page well I'm going to send them directly to that page as my landing page and then when people click on my individual products and click on learn more that counts as an outbound click so any outbound click is essentially my goal so as we're building this campaign let's do conversions on my website what kind of ads you want to run for this campaign we want to run search ads we're going to click on next okay let's name our campaign so let's do okay so we'll do brick pop sample campaign campaign budget so you can set an individual budget for your campaign or apply a budget from the shared Library just going to leave this as is again I'm not running this campaign this is solely for a tutorial keep scrolling down and what we're going to do is where do you want your ads to appear so let's choose specific locations and I just want to choose United States so we're going to do United States click on enter and now we have the country region one of the things you're going to see is if you choose certain areas let's just say uh we'll say Houston for example so you can do 25 miles around Houston Minnesota Houston Mississippi 25 miles around Houston Texas so you can Target all of these different locations and then you can also Target these neelon dma regions just make sure you target the right one because this one is Mississippi and this one down here is Houston Texas in Texas so just make sure that you have the uh correct neelon dma region or you can use radius targeting so it's really a matter of preference if you serve a M area around a city then use radius targeting because there's no downside to using radius targeting so we'll choose United States and Target the entire country of United States and now we have our location targeting set keep scrolling down here who should see your ads I always do people in my targeted locations language you want to select the language of the websites you want your ads to appear on but ultimately our ads are mostly going to appear on Bing ads or on bing.com as advertisements um on Yahoo as advertis Ms on aol.com as advertisements on duckduckgo.com for advertisements so those are all some of the different search engines that Bing ads actually where your ads will run enable autogenerated assets for responsive search ads okay so a lot of times I will select this and in this case I will and the main reason I will is what when we come over here to our website and we click through to our monory balance boards for example it's going to take the information from our website to actually generate some of our assets for us uh or to improve some of our assets and overall with this the I have a nice little description here I have the headline at the top it's probably just mostly going to use this text at the very top here so as we come down here we can enable autogenerated assets for our responsive search ads show a disclaimer for ads in this campaign we don't necessarily need to do that and on this I'm not going to enable Dynamic search ad so we're going to save and go to the next step okay so once we enter our website here and you don't need to worry about actually entering your final URL your landing page URL you just need to enter your website URL right here on the right hand side you're going to get some ad group and keyword ideas now my first ad group is going to be monory balance boards I enter that keyword here you'll see some recommended keywords at the bottom if we continue to scroll down but let's do my ad group name here and we're going to start with monor balance boards and what we're going to do is there's three different keyword match types we can use you only want to use one keyword match type per ad group and in this case we could either use broad match keywords the keyword match type will be broad unless you put quotes or brackets around your keyword if you use quotes it's a phrase match keyword so you'll see quotes around this keyword here if you use brackets around your keyword it's an exact match keyword you can keep things really simple and just basically go monor balance boards and this specific keyword a phrase match keyword will Target plenty of different Search terms that are very relevant to the actual keyword that we're targeting you don't need to worry about misspellings this will this will handle all misspellings and close variation and also searches that are very similar in terms of the overall search intent now if you're looking for more volume you want to do a little bit more testing you have a large budget you're planning to add a lot of negative keywords to your campaign just use the broad match keyword broad match keywords can can perform well for you as long as you have conversion tracking and smart bidding setup but what you want to do in my case and what I would recommend doing especially if your budget it is somewhat limited go with a phrase match keyword you don't have to worry about as much testing and you don't have to worry about having a month or two where your performance just isn't as good as it could be if you want things to be really relevant and you want to sacrifice volume somewhat use exact match keywords and it's only going to uh match searches that are basically the same exact intent as this keyword so it'll still Target misspellings and plurals and things like that but generally to me you find the best balance with phrase match keywords between volume and relevancy it is really something you should test to get the best possible results so now we have our keyword here we have our ad group name our websites here let's add one more add group just as an example we're just going to follow the same exact script here so well we don't need to copy our URL yet let's come over and we are going to enter our ad group name is monor busy boards in this case and we are going to use a phrase match keyword monor busy boards okay so we have our two ad groups set up you don't have to use single keyword ad groups it's not something that is a necessity in this case I just kind of works the best for this type of campaign but I would put multiple keywords in the same ad group The example earlier from monor blocks where I said you know I can Target monor wooden blocks building blocks stacking blocks just making sure you're targeting all those keywords you can put them all in the same ad group and it really shouldn't sacrifice your overall performance at all so we have our two ad groups here and now we're going to come down and we are going to save and go to the next step so now what we want to do is create advertisements so these are our standard ad groups you want to create advertisements you want to create add extensions and then what we want to do is come all the way to the bottom and Save and Go to The Next Step I'm going to going to go through some of these different uh ad extensions that are available in your Microsoft advertising account and then we'll create a few of them just to show you an example but I already have some setup from old campaigns from Surfside PPC that I haven't ran in years and years so the ad type we are going to be using responsive search ads and basically what that allows us to do is add a bunch of different headlines here and then we can add some different description lines here so we can add four description lines we can keep adding our headlines here okay so 15 different headlines that we have and then we have our four description lines we have our display path and down here we have our URL you can set a separate mobile URL if you want I'm not going to let's start with this is our ad for monory balance boards now I'm only going to write one ad here so it's a best practice to create multiple ads per ad group because it just allows Microsoft advertising to test your ads a little bit more first our final URL so this is for balance board so we're sending people to the right URL next next let's create our head headlines you're going to see ad strength over here on the right hand side and then some recommended headlines these are based on our actual URL here so let's do I usually start with kind of the basic headlines here monory busy boards not busy boards it's balance boards maybe I should have picked two ad groups that are a little bit different but let's make sure we uh use the right ad copy here so that's an important thing when you're setting up your campaigns best monory balance boards so we can use some of these here so we'll just we'll use some of them all use some ideas that they have uh as we scroll down they have things usually so some description lines down here as well so let's do okay we have all of our headlines here now I wouldn't go crazy trying to create the perfect ad strength ads this is literally just feedback for your own advertisements it is not used in the actual auction itself so some ad strength here make basically it's telling us add longer descriptions add longer headlines make your headlines more unique I'm not going to worry too much about that that you can pin specific headlines in the top spot so one of the things you may want to do is things like monory balance boards best monory balance boards use a few of these in position one because as your ads are actually being shown you can make sure that that first position is the main keyword that you're targeting could also do things like shop balance boards so we'll put that in position one balance boards we love put in position one top monory balance boards okay so we'll use all three of or all five of these in position one now let's keep scrolling down let's add some descriptions I'm literally just going to press add all the descriptions they have written for me okay so we have our descriptions let's see what so our ad strength is average that's fine so we scroll down here we're going to do our path here so we're going to do balance boards I would recommend writing your own descriptions just kind of writing descriptions can take some time so we're just going to write leave the descriptions that they have um so this is what our ads are going to look like top view side view mobile view so overall good advertisements to me you were sending them to the right landing page we're targeting a relevant keyword and we have a relevant advertisement so it's really that simple and now what we can do is now mobile URL we're just going to use the same exact URL and what we can do is click on Save and now we have our first ad created and now we just need to create an ad for monory busy boards we're going to skip this step but I would recommend creating an ad there as well now let's scroll down here and a few different ad extensions that we have action extensions Show a call to action button in your text ad so might as well add an action extension and just go through here and just choose something as far as coming down and shop now so enter our final URL now action extensions these add extensions are going to be added to the campaign level so you need to make sure your final URL goes directly to your shop and we don't send it directly to this page here so we can go directly to our product category for monor toys assuming that we're targeting all monor keywords in this campaign so now we have shop now send people directly to our shop and we can click on Save and now we have our action extension added to our campaign click on Save down here okay so we have our action extension added price extension so you can do basically if you have specific prices if you click on the plus sign here you can see header description price qualifier from up to average currencies you can enter your currency here enter the price unit so per hour per day per week per month per year sometimes there's no unit and then final URL so the example I give a lot here is let's just say you offer oil chain you could say oil change description you know enter get an oil change there price qualifier you could say oil changes from and I would use us usually but we'll say oil changes from $50 so maybe a basic oil change at your mechanic is $50 so we enter that there no unit enter the final URL to our oil change page so that is a price extension we're going to cancel and not add any price extensions promotion extensions if you're running an active promotion you can click here and say okay our occasion is going to be our false sale and we're running a 20% off coupon so you can say displayed start date end date uh item here so maybe it's the entire store maybe it's specific categories final URL promotion type monetary discount percent discount so we do 20% off so that is a promotion extension we're not going to add that to our campaign site link extensions so these are very very common basically add links to other pages on your website so enter your link text your description lines final URL here so for Brick Pop I could say okay let's link out to my bath toys my busy boards my play kitchens my math toys put all of those at the uh campaign level and then you just click on Save and now you have site link extensions if you've already set them up what you could do is over here just take these site link extensions and add them directly to your campaign by clicking on the plus sign or the minus side to get rid of them and then click on save so call out extensions basically just add some additional text to your ad call out extensions are good for just quick little you know free Shipp shipping over $50 easy fast returns um things along those lines any types of unique selling propositions that you have should be included in call out extensions structured snippet extensions you can show specific types of products you can show degree programs if you're a college so basically it allows you just to show different things you offer based on a so if we click on ADD real quick we'll just show you an example add new structured snippet so some different things you can add here so neighborhoods Services service catalog so if I'm running ads for Surf Side PPC I can put okay we offer Google ads Bing ads etc etc so structured Snippets very popular filter link extensions not something I use very often highlights specific aspects of your products and services using filter links so if you added here you can enter value final URL mobile final URL and under the header you're going to see either amenities bestsellers Brands classes courses so just a different way to kind of show some different links as far as using a header as well so you'll see examples Wi-Fi pool fitness center kitchen that is something that a a hotel could do and kind of link out to some of the information about all of these different things so we'll get rid of filter link extensions we're not adding those review extensions so you can actually show a review from a third party Source in your ad you do need to link to the source so if somebody puts you know brick poop is a legitimate Source writes about brick poop.com and says you know they're they're great at whatever ABC I can enter that as review text you could do this for you know for Surfside PPC I can use uh from a a source that said Surfside PPC is great at uh managing Google ads I could use that as my review text enter that source and then the source URL so review extension another option location extension you can H add your physical location to your advertisements this is for any store any any type of company that has a physical location that you want to appear in your advertisements call extensions are you can add a phone number to your ad on mobile devices people can actually click to call you and then on desktop devices it will show your phone number with a lot of different searches so people can call you directly from just seeing your phone number in your advertisement flyer extensions are similar to just image extensions so if you add a new flyer extension you can name it and then you add an image the minimum size 20 220 x 220 cannot exceed 3.9 megabytes final URL mobile URL description start date end date so some different options for a flyer extension let's save and go to the next step now I knew they're going to make me create ad okay we're going to do this quickly okay we're just going to create this ad real quick and click on Save again I'm not running this campaign so just kind of showing you how I structure a search campaign so we have some of our extensions we can save and go to the next step and now we have our budgets and our bids so our individual budget we'll just use $25 per day you can set your budget at whatever you want to set your daily budget at take your budget and multiply it by 30.4 and you get an idea of how much you're going to spend per month now if we come over here bid strategy either enhance CPC maximize conversions Target CPA Target return on ad spend or you could use a portfolio bid strategy across different campaigns generally I always recommend a smart bidding strategy so one of these three here in this case I'm trying to drive leads I would use Target CPA and say my target cost per acquisition is something like now mine are the reason I don't run ads for this is clicks off on these products are just not worth a whole lot they're worth cents I could drive 100 clicks it's not going to send me a ton and ton of money so what I kind of that's the reason why I really don't run a lot of ads for any of these websites because running ads for these websites is not going to be profitable and it doesn't lead to new customers it leads to new affiliate sales so it's not something that looks I look at as a long-term strategy but what you could do is you can set a Target CPA and then you could say I want to set a maximum CPC keep in mind if you set a maximum CPC it will exclude you from certain auctions so if for example the average cost per click for one of the keywords I'm targeting is $1 and I set a maximum CPC at 50 cents then I may not enter every single auction and I'll probably be excluded from a lot of auctions just because my competitors are bidding higher even if I've set up an organized campaign so you can use maximum cpcs and I do use them a lot uh especially in Google ads when I'm using portfolio bid strategies and what you can do is make sure that you're just bidding on a lot of keywords and creating a lot of AD groups so for my website I would make sure I'm targeting all of these different keywords all these subcategories and then what I can do is set that maximum bid limit to make sure that I'm not spending too much on a cost per click basis this is also something again if you have a very large budget you can set a cost per acquisition just leave this wide open I like to set maximum cpcs when I start even if you set them a little bit higher than what you expect to pay so a $150 would be high enough for all of these different keywords so if you're if you're not sure where to set this at you could always set it high and decrease it or set it low and see how much your campaign actually spends and then increase it over time conversions we're going to use the include in conversion settings so that means any conversions that we've created that have the include in conversions they are going to be counted for this campaign could also choose specific conversion goals so maybe we'll just choose specific since we have our uh our sample conversion or our affiliate clicks conversion we created earlier so we'll use our affiliate clicks conversion campaign targets so targeted locations United States you can use some bid adjustments to increase or decrease bids for these specific locations you're targeting or specific devices that you're targeting Advanced campaign settings start date and end dates you can set those you can set ad scheduling set your time zone so other settings choose options that are applicable to your campaign multimedia ads so multimedia ads you can increase or decrease your bids so we can leave that as is ADD distribution so the entire Microsoft advertising Network so this is the option includes Microsoft sites additional partner traffic for extended reach and a lower cost per click this option includes so Microsoft sites and select traffic includes Microsoft sites and select partner traffic with performance conversion rates similar to Microsoft Bings all options include search and audience ads I would recommend the entire Microsoft advertising Network as your ad distribution and now let's click on Save okay our campaign is created it's in review it's going to go live soon I do not want to actually spend for this campaign limited not enough conversion data that's perfectly fine you can still start a campaign with a conversion bid strategy if you're really not getting enough results try maximize conversions if that's still not getting enough conver uh results look at using an enhanced CPC bid strategy and then switching over to the other bid strategy but that is our campaigns we'll just look at our all campaigns here real quick we're going to go into our campaign just look at it so we have our two different ad groups monory busy boards monory balance boards Auto bids because we're using Target CPA again if your campaign is not spending you probably need to add more targeting you probably need to increase your minimum bids for Target CPA you probably need to increase what your actual Target CPA is so look at all of those things if your campaign's not spending um if we come down here we can look at the keywords that we're targeting so we have two different phrase match keywords you can adjust your match types at any time just go to this drop down um so you could always change that and then as we come down or we'll come to the top here adds and extensions so extensions are actually called assets in Google ads now but we can see our ads and you could actually just click here make sure your ads have the correct land page so we click on our monory busy boards at or monory balance boards ad goes directly to the correct page and now we have our campaign set up and ready to run now what you want to do is let your campaign get some activity for a little bit generally I recommend running for a week or two um you want to build out your entire campaign so when I'm talking about all of these different subcategories that we have I would build out my entire campaign before I ever start running it I would definitely want to create more ad groups than I currently have so so two ad groups is not nearly enough I've had campaigns with hundreds of AD groups and usually with especially with automated bidding it makes more sense to add as many ad groups as possible as long as you're making sure that your campaign stays organized so this is my Bing ads tutorial for beginners how to set up a campaign a search campaign some best practices as far as your conversion tracking your targeting keyword match types I would recommend testing broad match phrase match exact match what you want to do is kind of uh so when I'm testing keywords what I'll do is come over to our keywords really quick within this campaign is let these phrase match keywords run for a little bit if you're if you're seeing good performance don't change them if you're not seeing good performance what you can do is go to your Search terms report and actually see the Search terms that are triggering your ads if these Search terms are not relevant you need to start adding some negative keywords you can also incorporate negative keyword lists as soon as you start your campaigns that's another best practice to use um so use the search terms report as well if you're using broad match keywords you're going to see a lot of irrelevant Search terms in the search terms report just keep in mind that Bing ads is testing your campaign so they're showing you for a lot of different Search terms if they don't convert longterm and you're using conversion tracking you're using the right uh smart bidding strategy generally over time Bing ads will stop targeting those keywords if you want things to be really relevant try exact match keywords they tend to be a little more expensive but they are more relevant and targeted so from there the other things to test your ads and extensions create two responsive search ads per ad group because it's just going to help you test a little bit more um you can create different themes for your responsive search ads make sure you're using every relevant ad extension for your campaign if you accept phone calls use phone calls if you have fixed prices or prices that start at a certain dollar amount enter price extensions the more extensions you use the overall the better your overall ad strength is and it's only going to help your campaign performance the other thing to test are landing pages so you can use for example something like monory balance boards and send people directly to this page with all these different products for sale I can also create a blog post you know something like the 20 best monory balance boards for 2023 people go to the blog post they read some of the reviews for all the different products click through to one of them and hopefully purchase something for my website so those are some of the different strategies for Bing ads Microsoft advertising running your search campaigns if you have any questions about any of this please leave in the comment section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel