Bing Ads Tutorial For Beginners - How to Set-Up Your First Bing Ads Campaign

Key Takeaways

all right what's up everyone welcome to the Surfside PPC youtube channel today were me going through our ultimate Bing ads tutorial for 2018 so I'm gonna be going over basically everything you need to know for Bing ads we're gonna start with conversion tracking how to get that set up I'm gonna go over remarketing with you I'm also going to go over how to set up UTM tracking so you can track all your campaigns into Google Analytics very easy easily and seamlessly and then I'm also going to go through how to create a campaign I'm gonna create some different ad groups go over the keyword match types that you want to create so this video we've broken out into different sections on our YouTube channel and it'll also be this full long video so if you want to watch things specifically just go to our YouTube channel and look at the videos surrounding this one the best way to support these videos is to subscribe and share this so share it with a friend share it on your Twitter page however you want to share it is the best way to help us because more people see our videos and we can keep creating them for every single channel so if you want to do first is create your Bing ads campaign what I do is I go through ads dot bing.com and if you haven't set up your Microsoft account yet you can set it up through there and they'll also give you a coupon so you get $100 when you spend 25 so I already have that setup in mind so once I spend 25 they're gonna basically give me $100 credit so the next hundred dollars I spend is gonna be unbanned I can pause my campaign after that you could spend $125 see where you're at see your results so just go to ads being calm to get started set up your account you're gonna have to set up a billing profile with a credit card or something like that and you're gonna come to this screen here so we have no campaigns yet we're showing our dates for you know November 1st 2017 there's nothing here so what I want to do first is show you how to set up UTM tracking with Google Analytics so what you're gonna do is come up here to the top corner click on the gear icon and click accounts & billing so pretty simple once you come in here you're gonna see your account it's gonna have different things here what you want to do is come over to auto tagging I have it set to on already but you can click on this up in the top corner and you just come down here and what you want to do is with Auto tagging is add UTM tags to destination URLs or place all existing tags that's up to you if you already have tags there you could also add the UTM to your destination URLs keep the existing tags and add any that are missing so basically if you're tracking things into like Omniture different types of analytic softwares you can keep them there and then still add UTM tags to it and what UTM tags will do is so you come to Google Analytics and I just have already my campaign screen open here so if you come into acquisition campaigns in all campaigns what's gonna happen is you're gonna have your Bing ads coming here so I have a couple different samples here so let's just say I have a campaign up here it's called Bing ads PPC campaigns so you click on it so what its gonna show is the source and the medium of all the traffic so the source of the traffic is Bing the medium is CPC cost per click and what you can do is coming down in the secondary dimension say okay what's the keyword that drove this session and I can see okay it's nautical bathroom lighting you could also see what ad content is driving the session so if you have your ads set up differently so I have nautical bathroom add one so you get to see kind of how that all comes in and all you have to do is come in here and just click on add UTM tags to your destination URLs and replace all existing tags or you can keep them so that's up to you but that's how you set up UTM tracking the Google Analytics pretty simple so we're gonna come back into the campaign screen here and I want to go over how to set up conversion tracking with Bing so when you're in the all campaign screen down in the left-hand corner here you can see conversion tracking as one of your options so when you click it they're gonna have a lot of things here about how to do it different things like that but make it simple what you need to do is create a UET tag which is a universal event tracking tag it's bings basically bings conversion pixel and you have to create a conversion goal so what we're gonna do clear is click get started and it's gonna say create your UET tag one so UET tag name is just gonna be the name of my website so it's beach front the core so universal tag four and this pixel will be on every page of your website so you need to add it to your website when you do it so what we're gonna do is copy this so there's a javascript version on javascript if your website doesn't use javascript and you want to use obviously the non javascript you can email this so if you have an advertising company that you work with you can email to them you can download it save it for later so I have a copy here you click done so now we have it created so now we have to do next is add it to my website so I'm gonna go over to my website and add it to it okay so what you want to do is come in to appearance and editor there's two different ways to add this to your website I'm gonna show you how to add it directly into your code the other thing you can do is you could use a tag manager plugin for WordPress I like to add things to recommend website and then if I update my website I have like a notification set so that I can redo all of my conversion pixels so they're always on my website so what you can do is either go to the header file or the footer file I'm gonna put it in the footer file so we come into the footer file you either need to put it between the head tags or the body tags so you could put it here right above the final body tag and all you do is copy it paste it here and you just want to click update file so now once we do that the universal event tracking tag will be right on our every single page on our website so you'll be all set to track conversions how you want to okay so our files edited successfully here we can see it right in here it's right above the body tag so this pixel will track every single time someone visits a page but it's my website everything is tracked or Bing so now we can do some pretty cool things in Bing so if we come back here it's gonna say unverified for a little bit until we have it all you know set up properly but after you create your universal event tracking tag what you want to do is come to conversion goals here and click on that what you want to do is create a conversion goal so there's different things you can do so destination URL so let's say for example you have an e-commerce website and we do and you want to track every time someone add something to a cart what you can do is name it you know Add to Cart or something like that and then whatever your destination URL is for that you know if someone clicks on it and it brings them directly to their cart so every time someone goes to the cart page or something like that there should be conversion setup I know with Shopify they have them all set up for you same with sales so for us what we're going to do is track our giveaway Thank You page so what that will do is every time someone comes in and goes through our giveaway it'll make it so that it tracks that they filled out the form so show you how to set this up so when people fill out the giveaway form they're on this page and they automatically when they click enter go to this Paige so they go from the giveaway page to the Thank You page so now basically what it's saying is every time someone visits this Thank You page which they're only gonna visit if they fill out that form it's not easy to find anywhere else you can first put it on specific account or across all accounts depending on how you have your thing set up you can do a value for conversion so if its sales or something like that and then how you'd like to count your conversion so you could do all or unique I'm gonna do unique because I don't want people to sign up ten times so conversion windows 30 days that's good and it's gonna ask what Universal event tracking tag you want to use so ours is gonna be beachfront decor the one we just set up and click Save okay so now it says congratulations your conversion goal is created so if I go in and create a campaign where people are going to my giveaway page and then they go to my thank-you page then they're gonna hit as a conversion I could track those directly in the Bing and then I can optimize for those so I'm gonna go through how to set up your campaigns properly so let's come back to the campaign screen so for now we've set up UTM tracking Google Analytics we've set up remarketing or not R American we've sent up conversion tracking and our Universal event tracking tag on our website so now what we want to do is create our first campaign so click create campaign so there's different goals here so using the last example with the giveaway you would click conversions on my website and you would pick that conversion when when you're setting everything up I'm not going to do that I'm gonna do visits to my website so I'm gonna track conversions directly on my website I don't actually have the website on I'm advertising stays beachfront two-core I don't actually have it's an affiliate affiliated website so I don't have like cart pages and all that stuff and checkout pages otherwise I would track that so since I'm not able to track it what I'm able to do is track duration I can track sales into analytics a little bit easier so what I'm gonna do is just do website clicks I'm gonna show you how to properly set up a campaign so for example I example I'm gonna use Beach bedding as my campaign I'm so budget whatever budget you have that's up to you you could do a budget from the shared library that's got a little bit more advanced so language English we're gonna keep English one my ads 2p United States Canada I'm gonna choose specific regions in disco United States you have a lot of options when it comes to targeting locations you can see here country region state province zip postal code so you have a lot of different options here what you wanna do is type in whatever it is click search and we're just gonna target us so target within United States and then it's gonna say who should see your ads I like to do just people in my targeted locations because if it's people searching for or viewing pages it could be someone in South America who's viewing pages about the United States and then they put them in you know into my campaign and I'm not selling to South America so I don't want them in here I just want people in my targeted location and we're gonna click Save and go to the next step okay so what we're gonna do first here after we go through is enter our website ok so we have that there now I want to see it's gonna give us keyword suggestions based on that website but what we can do is come in here take the actual page that we're promoting and add that and it should give us a little bit better that's not great so we're gonna do is come in here to add group so my first add group is gonna be Tommy Bahama abetting and now we're gonna go through keyword match type so what you need to do is add keywords here what you want to do is start by looking at our PPC keyword research video so we have one on our profile I'm gonna have it on the video right now and you could also look into the description I'll have it linked we're not gonna cover keyword research here I've already done my keyword research so that's something you want to do on your own so first I'm gonna go over keyword match types so the first thing you want to do is understand what the different match types are so okay so I've entered three different keywords here and there all different match types so the first one is modified broad match the second one is exact match and the third one is phrase match and the way they work is modified broad work so if any of these three keywords or these three keywords have to be whichever keywords have a plus sign in front of them have to be in the search query so if someone does Tommy Bahama quilts it's not gonna come up but if someone does Tommy Bahama quilt bedding they don't will come up for Tommy Bahama bedding up here this will match to it because you have Tommy Bahama and bedding in it now the other two this one is an exact match and this one is a phrase match neither of these would work for Tommy Bahama quilt bedding because this one will only match for the exact keyword and phrase match will work for things like Tommy Bahama bedding sets so that would match this keyword would match this one and the modified brought up here now if you enter a keyword here and you go Tommy Bahama bedding like this with no plus signs no brackets no quotes anything like that if you keep that there this broad match keyword up here is gonna you know work for things like you know nice quilts it's gonna match all sorts of random keywords that you don't want that aren't gonna be related to what you're doing so it might just match bedding sets when someone types in Tommy Bahama bedding you're targeting this keyword and then someone types in bedding sets your ad white come up if you have a high enough ad rank and you have a high enough bid and if you think about it people you want to you know target people with what exactly they're looking for you don't want them to kind of be confused about anything like that so what I'd like to do is use a mix of exact match keywords here and modified broad match keywords here and you want to use your keyword list so you do some keyword research beforehand so we're gonna do is use our keyword lists here so I have a couple of different keywords here and I'll show you how I do everything okay so I'll type out the keywords like that and then what I'll do is copy and paste them so we'll take these three just so you kind of know and keep them separate from each other and then for the plus sign I make sure I have it in front of every single keyword here okay so there you go now we have Tommy Bahama bedding as one of our ad groups and you could see all of our keywords in there related we have some modified broad match keywords here and up here and then everything in brackets is an exact match keyword so we're gonna do is save and go to the next step or you can add a new ad group here what I want to do is add a new ad group so we have our first ad group up here Tommy Bahama bedding our second ad group is going to be beach bedding I'm gonna keep this a little simpler so we're do beach bedding okay so there you go so now we have four modified broader match keywords here so each betting beach bedding sets best Beach bedding best Beach bedding sets you don't have to add all these I could get rid of this I could get rid of this but I'd rather just have the different keywords there and I like to build them out more so then you could always pause things and just focus on certain keywords and then we have the exact match keywords here as well so we're gonna add one more ad group here called nautical bedding okay so we have the same keywords here for nautical bedding as Beach except instead of beach its nautical so a little bit different kind of similar but so now we have our three ad groups created here so you see Tommy Bahama bedding Beach bedding nautical bedding and all the keywords are related to the ad group name so we're gonna do is click Save and go to the next step so now here's the key to creating great great Bing ads campaigns is your ads all need to be different through landing pages I'll need to match your ad groups and you need to be sending the most relevant search queries the most relevant pages on your website if someone's searching for white basketball shoes you can't send them to a page with football cleats it's someone searching for Tommy Bahama bedding sets I don't want to send them to my page with nautical bedding sets because it's different someone searching for Palm Leaf bedding sets or palm tree bedding sets you want to send them to a page where you have a ton of palm tree bedding set so I have a separate page from a website for palm tree bedding sets so I wouldn't take that keyword and send them all to Beach bedding I'm gonna create a brand new ad group for that so we're gonna do here with Tommy Bahama bedding is create an ad and first we're gonna start with our final URL so come over to your page we have our Tommy Bahama bedding sets page here with a ton of different bedding sets as you scroll down come to the final URL paste it in there so title part one we're just gonna do okay so we have one ad here now we're going to the page Tommy Bahama bedding sets our title part one is Tommy Bahama bedding sets comforters quilts and more and then we have discovered the best Tommy Bahama bedding sets including comforters and quilts if you have a separate mobile URL like a separate mobile page you can our website's responsive so we don't add anything here but what we want to do is take this ad and save and create another okay so ever second add here a little bit different so it's best Tommy Bahama bedding beautiful quilts and comforters and then we have discovered the best Tommy Bahama bedding at affordable prices for your bedroom so a couple different ads here so we saved that one so now under Tommy betting we have our first out and we have our second ad and the reason why it's important to create two ads for everything is because Bing is automatically gonna optimize for the ad that's driving clicks in the ad that's driving results so if we're optimizing for conversions here Bing is gonna keep serving the ad that's driving the most conversions so I'm gonna do down here now is create our beach betting ad and then our nautical betting out and I want to have two ads for that as well so it's coming here and create ad so when we come into our beach betting ad we're gonna open up our beach theme bedding sets page so we're gonna take that page copy it and paste it into the final URL so that's important so now what we're able to do is send people to the right page when they're searching for beach themed bedding so we're gonna do is you know best beach themed feting same thing we did before okay sunglass we're gonna come into nautical betting here and click create ad so you come in nautical ultimate guide to nautical betting sets and money creates two ads for this one as well okay so as you're putting together your campaign it should look somewhat like this so you have your ad group separated out we have two ads for each ad group and each ad group is sending traffic to the correct page so these nautical betting will only send traffic to my nautical betting page beach betting when we send traffic to my beach betting page Tommy Bahama betting will only send traffic to my Tommy Bahama page so now we're gonna add ad extensions here so you have sitelink extensions call-out extensions structured snippet extensions and then some different things down here as well in case those work for you okay so before we start adding extensions I kind of want to go through what they look like in case you're unfamiliar with them so if you come into Bing and you just search whatever search it is so we have Bed Bath & Beyond up here when I search beach bedding coastal style bedding beyond your everyday store so these two links down here are sitelink extensions so they're a way to drive traffic to different pages on your website these on Wayfarer are also sitelink extensions I'm just so those are just good things to know this way far out actually has basically every single thing you can think of so right here Wayfarer is rated 4 out of 5 stars 67,000 reviews this these are this is a review extension so if you come in back to add extensions there's review extensions down here so this brands right here that's a structured snippet extension so you can do the different brands you have so if you come down here to structured snippets that's what those are and then where you see here shop our huge selection as iliyan things home and something for everyone so those are call-out extensions so they look kind of like they're part of the description but they're actually an extension on an ad extension so same here with brands for Bed Bath & Beyond so you see Tommy Bahama there and that's also a structured snippet extension this right here is a call at extension I don't see any call extensions they're actually a little bit more popular on mobile because they work better for mobile so if you search for like Beach bedding on mobile or something like that let's say maybe if I change up my search a little bit to you know local plumber Myrtle Beach that's where I'm located so let's see so this has a location extension here so four zero one four pine needle court Murrells Inlet and then here's a call extension so you just put the number there on desktop it doesn't work as well on mobile it's like a clickable button so you could just do a quick search and Bing and see what that looks like very similar to what app would they are in Google AdWords so it's the same extensions and everything like that so let's add them now so when you're adding sitelink extensions you want to add a link text and description lines I'm not gonna sit here all day and add a billion sitelink extensions but what you want to do is create pages that make the most sense when you're driving traffic to so let's just say for example someone's typing in nautical betting Beach betting Tommy Bahama betting I can use an ad extension that sends them and said it just says you know Beach betting sets so now maybe someone and you want to add these two lines here you do this quick here but so what you do is add your final URL so we're gonna send this traffic all to our beach theme bedding sets page you can set up tracking parameters and selected days and hours when this runs we're not going to do that were just gonna keep it on all the time and you just click Save so now basically what it has is we have this selected this is an available site link extension and now we have it selected we're gonna click Save so now for every single ad here it we're gonna have this site link extension that says beach bedding sets discover the best beach themed bedding sets for your bedroom what you want to do is set up bedding sets separately for each ad group so something I could do if for example if I did Tommy Bahama bedding maybe I set up site links extension that's like Tommy Bahama quilts Tommy Bahama duvet covers Tommy Bahama comforters and Tommy Bahama sheets so something like that if I did nautical bedding sets you could do best nautical throw pillows you know best nautical I don't know nautical themed bedroom designs things like that so you want with sitelinks extension do you want to add things that will enhance your add and help people who are searching for your products so you would add at least four site like extensions for every campaign usually I'll add I'll create ad extensions it's that's something you want to do again if I sat here and did my extensions they take a while so I'm not gonna sit here and add every single site link extension but it's just something you need to pay attention to and make sure you have added to every campaign so call it extensions these are a little bit quicker you can add these really quickly so call-out text I like using call-outs for promotions or things that kind of separate you apart so maybe you'd go free shipping and we click Save so now we have this call at extension added let's do another one so save 20% in in November so maybe that's just a sale we're running in November so save 20% in November last but not least let's go you know best beach bedding so you just wanna things that will hopefully set you apart from from your competition so if we come to local plumber here let's see if we can so here's one scheduled for yes in the background check texts up front honest pricing so pretty simple for that ad and that's kind of what you want to do is add quick things click Save so now we have three call-out extensions added here so structured snippet extensions I'm just going to steal the example we've seen a couple times so basically with structured snippets you have a variety of things here that depending on what your business is it makes the most sense so if you're in travel you could have featured hotels or destinations for if you're promoting a school you could do different degree programs different courses maybe insurance coverage for different things like that so you see brands so we can do as values let's do something like Tommy Bahama I don't know Nautica and I don't know Beach brand ABC just make it up so click save save structured snippets you have to have legitimate things here so if I'm actually holding these three brands and they're gonna approve it if they can't figure out what beach brand ABC is they'll probably just decline this ad so make sure with your structured snippets you add things that make sense location extensions if you have a local you know local on a map location like a small business with a storefront you want to add location extensions they look just like this here so four zero one four pine needle court no people are in the map section they can see some of these different things here app extensions if you have a mobile app you can add that to your Bing ads campaign we don't have one call extension so these are pretty easy so click Add call extensions so then you would add a phone number click Save pretty simple review extensions so with review extensions which you you can add paraphrase review here or source URL what you want to do is import your URL or your reviews if you have a big brand or something like that so with Wayfair they added a lot of their reviews oddities don't have a review so if you a lot of reviews then it makes sense the ad review extensions otherwise click save and go to the next step so budget and bids is gonna be our final thing here so we already have individual budget we set this earlier you can adjust this as you want think of an individual budget as 30 days so what that means is take 25 multiply it by 30 and what Bing is gonna do is try to keep that total budget and spend it perfectly within 30 days so if you're constantly changing your daily budget might mess with your campaign a little bit so you kinda want to pick something here so figure out your monthly budget divided by 30 31 where however many days there are and then put that per day so maybe it's 20 dollars per day for 30 days $600 budget so you just add 20 dollars here so let's just do $20 if my budget 600 dollars per month so you want to think of it as a monthly thing and not as much as a daily so a bid strategy so you can do automated bidding to maximize clicks and hand CPC so if you're optimizing for conversions you want to use in hand CPC manual use the bid I set that's what I like to do so what it's gonna show you here some forecast so for the different ad groups depending on our bids it's gonna show different forecasts for the amount of basically the amount that we're bidding so if we adjust our bids upwards you can see them change dynamically so you know it's gonna basically double your results if you double your bid so for bidding if you're not sure what to bid you can use the Bing ads keyword planner the Google Keyword planner the other thing is that you just kind of for product based bids you're gonna have to bid usually at least a dollar if they're if they're driving sales so start with a dollar you can always adjust it up and down that's just something that to keep in mind so advanced campaign settings you can change how your ads are distributed different locations ad schedule and device so maybe you want to decrease bids by 10% for smartphones there's different things you can do here ad schedule maybe you only want to run you know Monday through Friday like this same with location maybe you want to adjust your locations by certain bid adjustments so maybe I add United States here but then I add New York City or something or since it's Beach betting maybe I add Miami Beach and I increase my bid by 10% so just different things you can do in here ad distribution you can choose not to you know you can choose some of these different things here so automatically you're in Bing AOL and Yahoo search syndicated partners so you can do just you know Bing alo and Yahoo search operated and owned only and then you can do syndicated search partners only so just keep all search networks open that's what I'd recommend and then click Save okay so now our campaign is created it's gonna say create campaign and review approve you're probably gonna get approved as long as you're not bidding on crazy things here but let's go through it real quick we click on beach bedding so we have our three different ad groups here Tommy Bahama bedding nautical bedding Beach bedding if we click on our Tommy Bahama so we can see our different keywords in here and we talked about the match types before so you could see these are exact match keywords these are broad match keywords if you want to add a keyword for example maybe I just want to add Tommy Bahama quilts click Save okay so now when you add it there so now this is a broad keyword it's gonna be it's a terrible keyword if you add anything that's broad you're wasting your money so one do is come in here click Tommy Bahama broad and you can change it so maybe we go exact click Save and now we have exact if you want to do modified broad you have to manually add two keywords so come in here click Edit where's edit maybe you just have to delete it and create a new keyword so if you click add keyword you would do Tommy Bahama quilts save and there we go now we have Tommy Bahama quilts added as an exact match keyword and then this Tommy Bahama quilts as a modified broad it's just gonna say broad here but it's called a modified broad maybe we'll click in on our ads to see what they look like real quick so here's the different ads we made best Tommy Bahama bedding Tommy Bahama bedding sets when someone clicks on these ads they're gonna go to my Tommy Bahama bedding sets page we have automatic UTM tracking setup so that's you know ideal what we want so you can see that here so now people come into my Tommy and hopefully they buy some of these products here or click on some ads or something like that so ultimately that's your goal is to drive some sales and that's basically it when you start your campaign now your biggest challenge is to monitor everything so see how everything's performing you want to change things as you go your campaign type is gonna be searching content automatically that's fine and you're just basically monitoring results at this point you want everything's gonna be tracked into Google Analytics so you come in here what you're gonna be able to see is okay my nautical bathroom add one drove one session it drove six pages in this session and a 12-minute average session duration so pretty good so I would say that's a pretty good pretty good engagement if you're seeing this drove one session with you know a 10-second average session duration and one page per session then maybe it's not as good of a keyword maybe your landing page thanks maybe your ad stinks so the ultimate goal with Bing ads is when I do local plumber Myrtle Beach and I search this they're gonna return ads that are all companies around me or at least you know directories like this plumbers near you so I click on this for example I would come into ARS Myrtle Beach plumber service they're gonna have a landing page where I can contact them and that's a perfect ad that's exactly what you want so that's how to use Bing ads you want to keep optimizing your campaign as you go today we went over how to do conversion tracking how to set up UTM tracking and how to set up your campaign I'm gonna have another video about how to set up remarketing it's pretty easy so we're gonna do that right after this and then you'll see that come out so thanks for joining us today if you have any questions make sure you reach out leave them in the comments feel free to share our videos and we appreciate you joining us