Course 40044A:

Search Advertising with Bing Ads

Length:2 Days
Published:July 09, 2013
Language(s):English
Audience(s):Digital Marketing Professional
Level:200
Technology:Bing Ads
Type:Course
Delivery Method:Instructor-led (classroom)
About this Course
The Bing Ads Accredited Professional program helps you become a Bing Ads expert. With topics that range from getting your search advertising campaign started, to optimizing it, and managing your budget, this course covers everything you need to know to plan, create, and manage your ad campaign. Then, when you’re ready, you can take the Bing Ads accreditation exam to enjoy the member benefits.
Audience Profile
This course is intended for Digital Marketing Professionals including web designers, developers, marketing consultants as well as business owners.
At Course Completion
After completing this course, students will be able to:
  • Plan a Bing Ads campaign.
  • Create a Bing Ads campaign.
  • Optimize a Bing Ads campaign.
  • Use Bing Ads reports.
  • Manage a Bing Ads account.
  • Use the additional Bing Ads Tools.
  • Explain the reasons that search ads with Bing make sense for small and medium-sized businesses.


Course OutlineModule 1: Introduction Bing AdsThis module introduces search marketing, describes the search advertising process, and describes the Bing Ad basics.Lessons
  • Search Marketing Essentials
  • Getting Started with Bing Ads
After completing this module, students will be able to:
  • Describe the search advertising process.
  • Explain the Bing Ads campaign structure.

Module 2: Planning and Creating a Bing Ads CampaignThis module introduces the basics of planning and creating a Bing Ads campaign.Lessons
  • Planning a Successful campaign
  • Creating a Bing Ads campaign
Lab : Planning and Creating a Bing Ads Campaign
  • Planning a Campaign
  • Creating a Campaign
After completing this module, students will be able to:
  • Plan a Bing Ads campaign.
  • Create a Bing Ads campaign.

Module 3: Optimizing a CampaignThis module explains various strategies for improving campaign performance and reaching the right customers.Lessons
  • Optimizing Campaign Performance
  • Targeting the Right Customers
After completing this module, students will be able to:
  • Optimize a Bing Ads campaign.
  • Target the right customers.

Module 4: Using Bing Ads Reports and Performance DataThis module explains how to use performance reports and campaign analytics to further analyze campaign effectiveness and track your progress against sales goals.Lessons
  • Overview of Bing Ads Reports
  • Using Performance Reports to Monitor Performance
  • Using Campaign Analytics to Track Progress
Lab : Planning and Creating a Bing Ads Campaign
  • Create a keyword performance report.
  • Track site activity by using campaign analytics.
  • Create a campaign analytics conversion report.
After completing this module, students will be able to:
  • Describe Bing Ads Reports.
  • Explain how you can gain insights for optimizing campaigns by using Bing Ads reports.
  • Use the Campaign Analytics tool to track progress on your goals.

Module 5: Managing your Bing Ads AccountThis module explains how to manage your Bing Ads account settings and perform budgeting and billing tasks.Lessons
  • Account Settings
  • Bing Ads Billing
Lab : Managing your Bing Ads Account
  • Manage Bing Ads Account Settings.
  • Review Bing Ads Billing Statement.
After completing this module, students will be able to:
  • Manage your Bing Ads account.
  • Manage your Bing Ads billing.

Module 6: Using the Additional Bing Ads ToolsThis module explains how to further analyze and increase campaign performance by using the Bing Ads Intelligence Tool. It also explains how to increase your efficiency by managing your Bing Ads accounts offline and uploading them in bulk.Lessons
  • Using the Bing Ads Intelligence Tool
  • Using the Bing Ads Editor
After completing this module, students will be able to:
  • Use the Bing Ads Intelligence Tool to analyze and improve campaign performance
  • Using the Bing Ads Editor to manage your Bing Ads account offline

Module 7: Selling Bing AdsThis module provides an introduction to the search ad marketplace, common trends in search ads, and value and competitive positioning for Bing. Additionally, this module will provide you with some common customer objections and responses to make your job selling Bing Ads easierLessons
  • The Yahoo! Bing Network, Bing, and Bing Ads
  • Bing Ads: Social, Local, and Mobile
  • Bing: Real Results
  • Objection Handling
After completing this module, students will be able to:
  • Describe the Yahoo! Bing Network, Bing, and Bing Ads, as well as Bing Ads’ social, local, and mobile attributes.
  • Explain some industry trends and discuss the real results customers can get by using Bing Ads.
  • Identify the most prevalent customer objections to making Bing Ads a part of their search marketing, and some possible responses you can use to gain their business.

There are no prerequisites for this course.

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