Microsoft Ads 101: Get Up and Running in Minutes


Google is the largest search engine advert platform on the planet. However Microsoft Promoting has potential benefits, together with decrease CPCs and fewer competitors on Bing.

It’s price a glance, and this text exhibits you get began. I’ll stroll by the step-by-step course of to arrange Microsoft Adverts in addition to greatest practices for working campaigns.

How one can arrange your Microsoft Adverts account

Step one is to create an account on Microsoft Promoting.

microsoft ads homepage.

When first creating your Microsoft Promoting account, you have got the choice of importing campaigns from Google. For those who don’t presently have any Google campaigns or just need to begin contemporary, proceed with “Create a brand new marketing campaign.”

import google ads account into bing.

You may create an advert marketing campaign in the course of the account creation course of, however I like to recommend skipping for now.

skip campaign creation when creating microsoft ads account.

Subsequent, add your billing info. There are two methods to pay for advertisements:

  • Prepay lets you add funds to your account and have fees deducted from these funds. You could have the choice to pay with PayPal, test/financial institution switch, or credit score/debit card.
  • Postpay possibility lets you pay after fees accrue. It’s essential to use a credit score/debit card for the postpay possibility.

If you wish to skip the add fee possibility, you possibly can come again to it later.

That’s it. You simply created your account.

How one can arrange a Microsoft Adverts marketing campaign

First, go to the “Campaigns” tab and click on on the “Create marketing campaign” button:

Marketing campaign objectives

You could have six choices in your marketing campaign objective:

  1. Visits to my web site. Select this feature in case your principal objective is to drive site visitors to your web site.
  2. Visits to my enterprise location. Choose this objective you probably have a brick-and-mortar enterprise, and also you need folks to go to your retailer, workplace, or occasion.
  3. Conversions. Choose this feature if you wish to monitor the actions folks take in your web site, resembling buying a product or signing up in your e mail record.
  4. Telephone calls. Use this feature to drive extra cellphone calls to your corporation.
  5. Dynamic Search Adverts. With dynamic search advertisements, your advertisements are mechanically personalized based mostly on the content material of your web site; you don’t even select key phrases in your marketing campaign. Try this text to study when dynamic search advertisements might make sense.
  6. Promote merchandise out of your catalog. Showcase your stock with product photos on the search outcomes web page. This characteristic is equal to Google Procuring.

product ads on bing.

Marketing campaign settings

Subsequent, it’s time to outline your marketing campaign settings.

  1. Marketing campaign title. It’s necessary to call your campaigns sensibly, particularly if you happen to’ll be working numerous campaigns inside your account. Right here’s a wonderful information that covers greatest practices for naming your campaigns.
  2. Marketing campaign price range. Right here, you possibly can set how a lot cash you’re prepared to spend per day in your advertisements. Be taught extra about how your price range is calculated right here.
  3. Location. You may set places in your advertisements based mostly on a rustic otherwise you select states, cities, coordinates, or zip codes you need to goal. Moreover, you possibly can exclude places you don’t need to goal.

location targeting in bing ads.

  1. Who ought to see your advertisements. If you wish to present advertisements to individuals who stay in your goal location, test “Folks in your focused location.” Generally, you wouldn’t test “Folks looking for or viewing pages about your focused location,” though there are exceptions (e.g., tour enterprise).
  2. Language. Choose a language constant along with your location concentrating on.

The following step is to call your advert group and select the suitable key phrases in your advertisements.

example of broad match modified keywords in bing ads.

You in all probability observed the plus register entrance of every phrase within the picture above. That’s referred to as a broad match modifier, and it’s certainly one of 4 match sorts:

  1. Broad match. With a broad match kind, somebody may kind your key phrases out of order within the search bar, and your advertisements will nonetheless show. Your advertisements additionally present if the searched phrases are loosely associated to your key phrases, even when they don’t precisely match (therefore “broad” match). Broad match will usually generate probably the most site visitors, however your advertisements will likely be much less focused.
  2. Broad match modifier. Once you use broad match modifier key phrases, your key phrases should be within the search question, though the order can differ. You’re going to get much less, however extra related, site visitors.
  3. Phrase match. Phrase match key phrases usually deliver extremely focused site visitors to your web site for the reason that search question has to comprise all your key phrases within the actual order they’re written. You additionally get publicity to new audiences who kind in long-tail key phrases that comprise your key phrases.
  4. Actual match. The precise match requires the search question to match your key phrases with no deviation, and the search question can comprise no different phrases. Actual match is probably the most focused however will present the least site visitors.

table showing various keyword match types.

To study extra about every match kind, right here’s a terrific information.

example of keyword ideas for core topic on bing ads.

For those who want inspiration for key phrase concepts, use instruments resembling Wordtracker, SEMrush, Adzooma, or Moz.

table with searches and estimated CPC on bing ads.

When you’ve chosen your key phrases, click on “Save.” Subsequent, we’ll get into the advert creation course of.


Click on on “Create advert.”

creating an ad with microsoft ads.

Subsequent, fill within the following info:

  1. Advert kind. Select between expanded textual content advertisements and responsive search advertisements. For those who go along with expanded textual content advertisements, it’s a must to write your individual headline and outline for every advert you create. With responsive search advertisements, Microsoft Promoting mechanically combines headlines and descriptions.
  2. Remaining URL. Enter the URL of your touchdown web page.
  3. Title half 1. Folks often discover your title first to resolve in case your advert is related. It’s a good suggestion to incorporate key phrases in your title.
  4. Title half 2. This can be a subheading in your advert, separated from the primary title by a vertical bar.
  5. Title half 3. The final title is much less necessary and will not seem in your advert in any respect, but it surely nonetheless gives useful context.
  6. Path. Identify your path with related key phrases. For instance, if you happen to’re a dentist, chances are you’ll title your first path as “tooth” and the second path as “whitening,” so the trail is related to the search question. Your show URL will present as “” Every path comes with a 15-character restrict.
  7. Advert textual content 1. Embody necessary info along with your first advert tex. If you’d like examples of fine PPC advert copy (with explanations), take a look at this text.
  8. Advert textual content 2. The second advert textual content isn’t assured to point out in your advertisements.
  9. Cellular URL. This ought to be the identical as your last URL until you have got a distinct URL for cell customers.

example of ad creation in microsoft ads.

That is how your advert seems to look customers.

dissection of ad components on bing ads.

How one can use dynamic key phrase insertion

For those who kind “{“ into any of the title containers, you have got the choice to decide on “Key phrase insertion.”

example of dynamic keyword insertion.

The key phrase insertion operate matches the precise key phrase somebody typed in. For instance, say you have got key phrases that embody tooth whitening and dental bleaching, and also you set your title as “E book Your {key phrase: dental} Appointment Right now.”

When somebody sorts in “dental bleaching,” your advert shows as “E book Your Dental Bleaching Appointment immediately.” When the searcher’s key phrase can’t be displayed in advertisements, your advert mechanically shows default textual content (e.g., “E book Your Dental Appointment Right now”).

(On your default textual content, select one thing normal that works for a number of eventualities.)

choosing default text for dynamic search ads.

There are 9 core advert extensions, a few of that are distinctive to Microsoft Adverts. (There’s additionally a tenth extension to advertise app downloads, you probably have an app.)

1. Motion extensions

These will let you embed a call-to-action button to your advertisements, which may also help improve the click-through-rate of your advertisements.

2. Worth extensions

With value extensions, folks can see pattern costs earlier than they click on. Worth extensions assist can improve the relevance and enhance conversions of your advertisements.

price extensions example bing ads.

Sitelink extensions will let you embody further hyperlinks to particular merchandise or provides. They considerably improve the floor space of your advertisements, which may drive extra clicks.

sitelink extensions on bing ads.

4. Callout extensions

Callout extensions additionally improve the display area of your advertisements. You should use them to spotlight product options or advantages. However, in contrast to sitelink extensions, callout extensions don’t add further hyperlinks to your advertisements.

example of callout extensions on bing ads.

5. Structured snippet extensions

With structured snippet extensions, you possibly can spotlight elements of your services or products. A structured snippet comprises a header and an inventory of two–10 phrases that relate to the header. For instance, in case your header is “companies,” then the phrases that relate to your header could also be “oil change” and “brake restore.”

example of structured snippet extension on bing ads.

6. Assessment extensions

Assessment extensions will let you show buyer critiques in your advertisements “from dependable, well-established and trusted sources.” For extra info on Microsoft’s evaluation extension insurance policies, click on right here.

example of barcode extension on bing ads.

7. Location extensions

These are helpful if you happen to personal a brick-and-mortar enterprise. With location extensions, you possibly can add the bodily location of your corporation for straightforward reference (as a substitute of forcing potential prospects to click on your advert simply to search out your tackle).

example of location extension on microsoft ads.

8. Name extensions

Name extensions show your cellphone quantity in your advertisements. Your cellphone quantity could be displayed on all gadgets, together with PCs, tablets, and smartphones. On PCs and tablets, folks could make calls through the use of a free Skype name, which is an unique characteristic of Microsoft Adverts.

On smartphones, folks could make calls by tapping in your quantity. Based on Microsoft, advertisements with name extensions have a 3–6% larger click on charge than advertisements that don’t.

example of location extensions on bing ads.

9. Picture extensions

With picture extensions, your search advertisements have an opportunity to seem on non-search placements.

There are a number of necessities for photos that you should utilize in advertisements:

  • Minimal picture dimensions: 760 x 400 pixels;
  • Most picture dimensions: 1,900 x 1,000 pixels;
  • Required side ratio: 16:9;
  • File sorts eligible: .jpeg, .png, and .gif.

example of image extension on bing ads.(Picture supply)

The following step is to set your price range and bids.


Your price range comes all the way down to how a lot you’re comfy spending and the trade you’re in. Know what sort of CPC you’re taking a look at earlier than you decide to a paid technique.

example of budget setting in microsoft ads.

To assist get you began, Microsoft Promoting gives urged bids when selecting key phrases. It’s their estimate of how a lot you’ll must spend to point out up on the entrance web page of Bing.

This bid is simply an estimate. Hold a detailed eye on how your marketing campaign performs and regulate your bids accordingly.

Bid technique

There are three principal bid methods:

  1. Handbook: With a guide bid, you set bids in your advert teams and key phrases, and these bids are set in stone until you alter them.
  2. Enhanced CPC: With Enhanced CPC, you set your bid manually, and Microsoft Adverts mechanically will increase or decreases your bid when the conversion is extra probably. Enhanced CPC advertisements include sure geographic restrictions.
  3. Maximize clicks: Your bid is about mechanically to a quantity that maximizes clicks whereas staying inside your set price range. (You could have an choice to set a most CPC.)

Whereas automated advertisements can save time, the tradeoff is you have got a lot much less management. And regardless of their potential, PPC automation isn’t assured to outperform guide bids.

bidding strategy choices on bing ads.

Conversion Monitoring

You may solely optimize what you measure, however conversion monitoring can also be very important to automation. Many Microsoft Adverts options rely upon the amount and high quality of information from conversion monitoring.

How one can arrange conversion monitoring

Click on on “Conversion Monitoring.”

conversion tracking setup within bing ads.

Then, click on “Get began.”

setting up uet tag with bing ads.

Subsequent, click on on “Create UET Tag.”

creating uet tag for bing ads.

Fill within the “UET tag title” part. On your description, it’s really helpful to both write the title of your web page or web page URL.

naming conventions for uet tags.

Within the following steps, I’ll arrange a UET tag utilizing Google Tag Supervisor (GTM), although there are different methods to implement the tag in your web site.

Go into your GTM container and click on on “New Tag.”

creating new tag on gtm.

Subsequent, click on on the pencil icon within the Tag Configuration.

tag configuration in gtm.

Scroll down and click on on “Bing Adverts Common Occasion Monitoring.”

choosing bing tag in gtm.

Go to your Microsoft Adverts account and click on on “UET Tags” underneath “Conversion Monitoring.” Copy the Tag ID out of your UET Tag.

tag id for bing to add to gtm.

Return to GTM and paste the Tag ID into the “Bing Adverts UET Tag ID” part.

adding bing uet to gtm tag.

Click on the pencil icon within the triggering pane.

setting up triggering for microsoft ads tag.

Choose All Pages and click on Add

add a trigger for a gtm tag.

Enter a tag title and click on Save.

saving a gtm tag.

Click on on Submit.

submitting tag changes in gtm.

Lastly, click on on Publish.

publishing tag in gtm.

You must see your tag verified underneath the UET tags pane in your Microsoft Promoting account inside 24 hours.

confirming active tag in bing ads.

Conversion objectives

After you’ve added conversion monitoring in your web site, create conversion objectives.

How To Set Up Conversion Targets

Go to “Conversion objectives” and click on on “Create conversion objective”:

creating conversion goal in bing ads.

Identify the conversion objective and choose a objective that greatest describes the measure you need to monitor.

We’ll stroll by an instance based mostly on a vacation spot URL (e.g., “thanks” web page).

destination url conversion for micrsoft ads.

Add the vacation spot URL to make sure your conversion will get recorded when the shopper reaches, on this instance, your thanks web page.

defining destination url in bing ads.

For vacation spot URLs, you have got 4 choices, much like what you see in Google Analytics Targets:

  1. Equals to. The URL that customers go to has to precisely match your vacation spot URL to rely as a conversion.
  2. Begins with. Any go to to a web page that begins along with your URL will rely as a conversion. For instance, “” will likely be recorded because the conversion in case your vacation spot URL is about to “”
  3. Accommodates. Any go to to a web site that comprises your URL or key phrases will rely as a conversion. For instance, if you happen to set your vacation spot URL to “thank-you,” then each “” and “” will rely as conversions.
  4. Common expression. This can be a helpful possibility if you happen to’re making an attempt to trace a purchase order for a selected product. For in-depth particulars, take a look at this web page.

When you set your vacation spot URL, you possibly can fill in the remainder of the knowledge, and click on on save to finish the method. For those who want further assist, take a look at Microsoft’s information on creating conversion objectives.

Remarketing with Microsoft Adverts

Remarketing can considerably improve your conversion charge for paid search advertising and marketing. It’s a technique to re-engage web site guests who’ve visited your web site however not but transformed.

How one can create a remarketing record in Microsoft Adverts

To create a remarketing record, go to “Shared Library” and click on on “Audiences.”

shared library in bing ads for remarketing.

Click on on “Create remarketing record.”

creating a remarketing list on microsoft ads.

Fill within the following sections:

  1. Remarketing record title. Write the title that greatest describes your remarketing record.
  2. Who so as to add to your viewers. Choose one of many 4 guidelines.

defining who gets added to a remarketing list.

For instance, if you happen to set the rule to “URL comprises welcome,” your remarketing advert will goal unconverted customers who visited a web page in your web site that had “welcome” within the URL.

url-based rules for remarketing lists.

  1. Membership period: Kind in what number of days you’re prepared to attend earlier than you quit on individuals who didn’t convert. Nick Supapol from SearchEnginePeople recommends utilizing a time lag report back to match the membership period to your gross sales cycle (e.g., 14 days).
  2. Tag title. Choose the tag title that you just verified in the course of the conversion monitoring step.

remarketing campaign ui.

Microsoft Adverts: Unique options and advantages

Whereas Google Adverts and Microsoft Adverts share a variety of similarities, there are options distinctive to Microsoft Adverts. Moreover, you get entry to Bing site visitors, which owns near 26% of the search market share for desktop searches in america (and its site visitors is on the rise).

The next are some key options for Microsoft Adverts.

Competitors Tab

Contained in the competitors tab, you possibly can peek at a number of the key promoting efficiency metrics of your rivals, resembling impression share, common place, and lots of extra.

Moreover, you possibly can view how your rivals carry out throughout gadgets and over time.

Linkedin profile concentrating on

With LinkedIn profile concentrating on, you possibly can goal customers based mostly on their:

  1. Business. Ex. Finance, well being care, agriculture.
  2. Firm. Ex. Microsoft, Google, Fb.
  3. Job capabilities. Ex. Operations, actual property, administrative.

For instance, say you promote PPC software program and also you need to attain decision-makers. Linkedin concentrating on may also help you attain a director of digital advertising and marketing as a substitute of a PPC analyst.

Importing campaigns from Google Adverts

For those who import campaigns from Google Adverts into your Microsoft account, double-check location targets, as there are variations in supported cities and nations.

Generally, you’ll be tremendous in case your concentrating on relies on the state and nation degree. However issues can get tough once you get all the way down to DMAs and MSAs. Try an in depth information on import Google Adverts right here.

How one can import Service provider Heart from Google

You may also import Google Service provider Heart to Microsoft Adverts you probably have purchasing advertisements arrange in Google. First, go to Microsoft Adverts and choose “Instruments.” Subsequent, click on on “Microsoft Service provider Heart”:

microsoft merchant center in bing ads.

For those who haven’t created your retailer but, click on on “Create retailer.” For those who get caught on the area verification stage, comply with the steps outlined within the conversion monitoring part to repeat and paste the UET code onto your web site. Subsequent choose, “Validated by way of UET tag” from the vacation spot URL.

validated uet tag in bing ads.

The following step is to import a service provider retailer from Google. You may entry the tutorial with your complete course of right here.


For those who’ve primarily relied on Google Adverts in your promoting efforts, Microsoft Promoting is a good different so as to add to your combine. With so many entrepreneurs and organizations promoting solely (or primarily) with Google, there’s loads of alternative for these prepared to study a brand new platform.

With helpful options resembling Linkedin profile concentrating on and a wide range of advert extensions, Microsoft Promoting has unique alternatives, too. Even if you happen to’re establishing your Microsoft Adverts from scratch, it ought to take only some hours to go from nothing to a stay marketing campaign.

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