Starting Up Your Facebook Ads

Facebook Ads work virally, but rather than being spread in a random fashion, they are placed on Facebook members’ pages, based on their profile data – which can make them a powerful sales aid for marketers especially in this current decade, where mobile devices are now replacing personal computers at the rate of 4 – 1.

However, like any data system spread via the net, there are rules, restrictions and random factors that can greatly inhibit or enhance their success. In this Special Report, we will explore the ins – and outs – of Facebook Social Ads.
What this Report is Not…

It is not a complete guide to Facebook Ad Creation. Instead, it focuses more on the nuances you will not pick up from FACEBOOK’s easy “Advertising Creation”walk-through and drawbacks to watch out for.


Adrian enjoys and loves fishing, and publicly says so in his FACEBOOK profile. A successful Fishing Club wants to promote its weekend fishing site, so it purchases a FACEBOOK Ads. FACEBOOK uses Insight, a powerful demographics tool, to place the Ad via a feed on Adrian’s profile, after extracting the information, is passionate about all things fisherman and lives within a close geographical radius of the Fishing Club, so is a likely candidate to view the ads.

Since it’s his passion, Adrian always pays attention whenever there’s a picture of a fish in an ad – and he also notices the Fishing Club provides accommodation for those needs a stay in so he clicks the “Like This” button and views the Ads. FACEBOOK then finds more ads using this specialized search data – voluntarily provided by Adrian – to place other fishing activities in his Ad feed. (It also adds special needs-related ads, since this was one of the keywords the ad used.)

But there’s more: Adrian has 384 friends on FACEBOOK. 10 of these friends are also connected to his via fishing activities. They read that Adrian “likes” our Fishing Club and has become its FACEBOOK Fan. Trusting his judgment and recommendation, they click on the link. You can see instantly by this example that the combination of becoming a fan and having ads served by profile-targeted feed considerably increases your chances, as an Advertiser, of having your ads read by the right people.

Furthermore, assuming that a percentage of Adrian’s 10 fishing friends do read the geo- targeted1 Ad, 8 of them opted to stay in at the accommodation but all of them select “Like”. Even with this hypothetical example, you can instantly see the potential for our well-marketed fishing club to spread virally… all within a highly focused group more likely to buy. Before you know it, our fishing club has a real following.

Traffic Generation Methods Using LinkedIn

In February 2014, LinkedIn opened up its publishing platform to the public and rolled out access to everyone in English speaking countries early this year. It was later rolled out to everybody on the platform. Because of this, it increased LinkedIn’s capability of spreading invaluable content and in turn, generating valuable traffic. In regards to that, here are just a few methods and tricks you can use to utilize LinkedIn as a traffic generation asset to your brand or your business.

Publish some content on the platform

Especially if you don’t have another outlet (like a blog) to perpetuate your personal messaging, you may consider publishing a few long-form pieces on LinkedIn. A job seeker might demonstrate expertise or leadership with a few posts about their experience or philosophy. A salesperson might generate leads by writing about the effectiveness of their product or service to solve problems.

If you’re having trouble getting started, LinkedIn has some topical suggestions. My advice: most bloggers (myself included) have the opportunity to fail a lot before publishing better-received pieces. If you have time, get some feedback on your content, edit (or even table it) before publishing it to LinkedIn.

Because our professional reputations are important, anything intended to demonstrate competence ought to communicate what you want it to. This communicates a level of expertise. An elaboration of your professional point of view, which plays a crucial role in authority.

Be judicious with your updates

LinkedIn is not Facebook, Twitter or Pinterest. The posting behaviors that are commonplace on these networks are unusual on LinkedIn. I rarely will see personal updates on LinkedIn (and they look really out of place) – and oftentimes people who post excessively are painfully obvious in my LinkedIn feed. The folks at Buffer suggest that the ideal number of LinkedIn posts per month would be about 20, with the rule of thumb to post as often as your content dictates.

They say that each post will reach about 20 percent of your network, which is pretty extraordinary compared to other social networking sites. This communicates a higher level of professionalism all around. By not spamming your network, it makes them more receptive to you when you have something to communicate.

Pay For It (Via Advertising)

Content marketing platform NewsCred ran some tests with LinkedIn Sponsored Updates and found they were able to generate $17 for every $1 they spend. LinkedIn Sponsored Updates are used in tandem with the updates you are already posting from your company page. You can choose to “amplify” a post that you want to reach more people and you can target users based on all kinds of demographic data (job title, industry, education, location, etc.).

The issue with paying for traffic, of course, is that the visits stop when the money runs out. Paying for traffic on LinkedIn can earn you followers as well as traffic, however. Interestingly, NewsCred found that the cost per name (CPN) — i.e. the cost per lead generated — decreased over time. That means that their content reaches more people for less money.

It happens because the content reaches more people, which generates more followers, comments, and likes, which increases organic reach. Even more interesting, NewsCred reports that 60-65% of the leads were “medium-high
or high quality” compared to just 20-30% on Google Adwords. Baller. Okay, so you can get traffic, leads, more organic reach, and the cost decreases over time that’s a pretty sweet deal.

Be warned, however, that it’s very easy to waste money on paid acquisition if you don’t know what you’re doing. I’ve heard horror stories of forgotten campaigns that run for months before someone realizes the mistake. The paid acquisition also requires rigorous testing and re-testing. If you want to make $17 for every $1 you spend, you better be ready to earn it.

You’ve got to have great content, interesting updates and strong calls to action. Don’t start paying for amplification until you’ve got all of this squared away. That said, if you’re trying to reach a B2B market, LinkedIn Sponsored Ads area a solid way to expand your reach and drive traffic to your website. For a deeper dive on Sponsored Ads, check out LinkedIn’s e-book Driving Quality Leads with Content.

What is LinkedIn Advertising All About?

What is LinkedIn?

LinkedIn Advertising is a business-oriented website founded in the year 2002 in the United States that has been built on the basis of how social media platforms work. In fact, LinkedIn is considered to be an “employment social networking service,” as it is mainly used for professional networking.

The key aspect that makes LinkedIn different from other social networking services is how it helps professional individuals and businesses to match on a single platform. Here, social interactions are based on the mutual benefit obtained by both parties having access to the single biggest online database of career based resources.

Most of LinkedIn’s revenues come from selling access to its professional user database to headhunters, recruiters, sales professionals, and large corporations. This is because people “advertise” their skills and availability for work on the platform when they create a LinkedIn account and add their professional bios and work experience to it.

Currently, LinkedIn rightfully boasts about having more than 433 million registered users on their platform, with over 300 million active users and 106 million of those in the United States alone. LinkedIn’s popularity is due to how easy the platform makes it for employers to place their Job Postings and for job seekers to post their resumes and professional bios, which results in real-world professional connections.

LinkedIn users are scattered among 200 countries all over the world, and the main languages spoken by LinkedIn users are English, Spanish, Chinese, Arabic, French, Dutch, Russian and Japanese.

The main types of professional connections that can be made on LinkedIn include:

  • Job seeking users finding work at a given company through a job posting;
  • Employers finding potential candidates for jobs through a job post or through a resume search;
  • Users can follow different companies and watch for any opportunities for new job openings;
  • Users can “Bookmark” job postings for which they would like to apply at a later date;
  • Users can see who has visited their profiles and prepare for potential job offers

What are LinkedIn Ads?

LinkedIn Ads is a way to market on the LinkedIn platform to a highly targeted audience made up of professionals that already know what is that they are after. LinkedIn Ads are a great way to reach a global audience by promoting your particular brand of service right on a professional context that has been calibrated for business since day 1!

It is very probable that you had not heard about LinkedIn ads up until this point, and we don’t really blame you for that, because LinkedIn is most commonly known as a social media platform for professionals, and it is often overlooked when it comes to advertising because marketers and planners do not see it as a consumer-centric place.

To put it simply, marketers and planners tend to think of it as only a business to the business platform with a smaller audience compared to what can be found by marketing on Google or Facebook, but bear with us, because we are about to blow out some facts and numbers for you to consider:

  • While it has a smaller audience when compared to Google or Facebook, consider that it is still has a 300 million people audience, and over 100 million of those people are from the US alone.
  • The targeting options are pretty narrow thanks to how LinkedIn works. It is ideal when you are looking to target people by job title, type of employer, role in the company where they work, employment status, skills, and interests.
  • Professional bios contain much more up to date information than what can be found on a Facebook profile. Remember that this is a platform designed exclusively for professional networking.

What types of Ads Does LinkedIn Offer you?

Much like any other online advertising platform, LinkedIn offers you a wide variety of ad types to promote your brand or content. However, these types of ads are tailored to deliver career-related material that can be of use to your intended audience, to build your brand awareness and to get more leads within LinkedIn.

The LinkedIn’ Campaign Manager is a platform where you will be able to deliver highly relevant, targeted messages to unique audiences by using: text ads and sponsored content.

Text Ads: Text ads have been designed to drive action on high-quality leads within any budget. They are easy to create and deliver, and will allow you to stay on budget because you will be able to choose whether to pay for clicks or impressions!

Sponsored Content Ads: This type of ads will allow you to promote your content to the largest online professional network and deliver it on any desktop or mobile device. Sponsored content ads are great when you are looking to engage more people with your updates, whether by telling them about an upcoming event or by sharing a piece of written content with them. Besides Text Ads and Sponsored Contents Ads, LinkedIn offers you other Advertising products, such as Sponsored InMail Ads, Dynamic Ads, and Display Ads.

 Sponsored InMail ads: One of the best ways to reach the kind of people that matter the most to you and your business is by getting to them right in their mail inboxes. “InMail Ads” will deliver your content to your targeted audience in their LinkedIn mail inboxes.

Dynamic ads: Deliver creative content through responsive display ads in the LinkedIn platform on any device. Dynamic ads will allow you to personalize your message and creative copy, to target the audiences that matter and to measure your performance!

Display ads: Display ads will allow you to deliver display ad campaigns on desktop devices for optimal placement and outreach. High viewability and engagement are given when you start delivering display ads on LinkedIn!

An Introduction to the Three Biggest Pay Per Click Platforms


Pay Per Click has completely transformed the way that people advertise on the web. This is a new form of advertising for what is a very different medium – a very more interactive medium – than television or magazine.

PPC stands for ‘Pay Per Click’. What this means for advertisers is that they are only paying for each click. If their ad isn’t successful and no one clicks on it, then you don’t pay anything at all. That can actually mean free exposure sometimes!

A bidding system comes into play whenever an advert is shown and that means that the cost of each click will depend on the amount of competition – again this is good news because it means that some advertisers will be getting nearly free visitors when there isn’t much competition.

At the same time though, because they can set their own ‘maximum bid’ for each click, this means that advertisers can decide precisely how much they are willing to pay for any new visitor. By keeping this lower than the amount they earn per visitor, they can nearly guarantee they will make a profit from those efforts.

Also important though is targeting and this is where the differences between the different PPC platforms really start to come into effect. Read on and we’ll take a look at the three big choices when it comes to starting a new PPC campaign.

Google Ads

By far the biggest PPC network is Google Ads. When you pay for adverts on Google Ads, they will appear on the ‘SERPs’ or the ‘Search Engine Results Pages’. Thus, you need to start by first choosing a keyword that you want to target. If you are selling hats for example then, you might choose to target the keyword ‘Buy Hats Online’. Of course, it’s important to think carefully about your keywords to ensure they don’t have too much competition.

Google is the biggest search engine means that you’ll gain access to most visitors – but you’ll also pay the most due to the other advertisers.

Bing Ads

Bing Ads is a very similar system but for Bing instead of Google. Bing is, of course, the big search engine from Microsoft which accounts for 20% of the market share and an additional 10% through Yahoo!. This is not a small amount.

More importantly, Bing has less competition, meaning that you’ll end up paying less. Specifically, you’ll pay 33.5% less, which is again a big deal. Bing also has a lot of powerful tools for targeting the right users.

Facebook Ads

Finally, Facebook Ads work the same but appear on Facebook based on the information that users give Facebook about them. This can include age, sex, and location but also things like hobbies and interests or even job title!

Another big benefit of Facebook Ads is that you can create more media-rich options that have images or even short videos. Likewise, you have the option to choose ‘CPA’ which means ‘Cost Per Action’ and only charges if someone signs up to your mailing list.

Understand the Psychology of Sharing In Social Media Marketing

Something that’s useful to cultivate for your social media is to better understand the psychology of sharing. Why do people share? What makes a video go viral? The first thing to recognize here is that no-one can set out with the intention of creating a viral video and be guaranteed success. Some things increase your likelihood of a hit (such as keeping the video shortish and making it funny and/or shocking) but there’s a lot of luck involved and a certain ‘X Factor’ that can’t be quantified.

But by understanding why people share, you can greatly improve your odds. And this basically comes down to remembering the purpose of social media and why people sign up in the first place. First and foremost, people sign up on social media as a form of communication. This is a means of staying in touch with friends and expressing yourself and that means you are very likely to share content if it helps you to do either of those things.

That expression is one VERY big part of this. When we socialize in the real world, a lot of this involves thinking about the image we want to give off and how we want to project ourselves. That’s why we wear certain clothes, buy bling and workout. It’s also why we’re so keen to tell people all about ourselves! That narcissism is even more apparent on social media where most of what we post is about ourselves!

So if you create an online quiz, then you can understand why it is likely to be very successful with people sharing their results! Moreover though, if you create a blog post with a very clear identity that says something about your readers – then people will share that as a way to show that they identify with what you’ve said and this, in turn, allows them to express themselves in that way.

Make a blog post about vegetarianism and lots of vegetarians will share that content to show that that’s who they are and that that’s a part of them. Post about why it’s finally time that you got in the gym and people who feel the same will want to share it (remember how we said that people feel like sharing their goals is the first step in achieving them?). Post about the amusing aspects of working from home and if your readers associate with you, they’ll share it!

The other reason someone might share this content is to show they’re thinking of someone and to show that they understand them. Again, this is why it’s such a good idea to post with a very specific target audience in mind and not to try to cater to everyone! If you write a post about the health benefits of knitting, then you’ll find that people share it with their friends if they know that their friends like to knit. Try to trigger the ‘Ooh, John will like that!’ effect.

Make Great Quality Posts

All these only works though if you make your posts excellent quality. Your post title can be as on-point as you like but that will only take you so far if your content is poor. If your friend tagged you in a post and you read it only to find that it was poorly spelled and very dull, you’d likely just be annoyed at them!

So make sure that your content is excellent quality and that means not only in terms of the subject matter and offering value but also in terms of the way it is written and even the way it is presented. Great content is long, in-depth and filled with useful takeaways. It uses well-written, error-free copy and it is made to be engaging and instantly gripping. If you don’t have the writing skills to deliver on that, then you either need to cultivate them, or you need to hire someone who can do it for you.

Advanced Bing Ads

There are numerous advanced bing ads features and options you can tweak in order to get the very most out of your ads and these can make a big difference to your campaigns and your profits.

For example…

Negative Keywords

Negative keywords allow you to add keywords you want to ensure don’t bring up your ads. Normally, Bing and Google will show your ads based on very similar keywords (though Google does this more than Bing) meaning that if your keyword is ‘Fitness Books’, you might find your ad showing up on ‘Free Fitness Books’.

The only problem? Someone searching for a free fitness book probably doesn’t want to pay $20 for a fitness book! So in this case, it would be pertinent to make ‘Free’ a negative keyword so that people looking for free things are excluded from your campaign.

Dynamic Keywords

Dynamic keyword insertion allows you to automatically insert your keywords into your ad’s title or text. This means that, for example, you could make it so that people find whatever product they searched for ‘for sale’. If they search ‘Hats’, then you might show them ‘Buy Hats Online’.

Advanced Bing Ads

Ad Extensions

Another neat feature of Bing is the ability to add ‘Ad Extensions’. This will allow you to ad things like links to your site, locations on a map or a ‘click to call’ button. An ad extension means for example that you could get your customers to call you right from the Bing search results on their mobile. The site link is used to link people into deeper pages of your site – such as specific item listings in your store for example.

Target Customers

Targeting allows you to even more specifically target the type of person you want to for your ads. By clicking ‘Advanced Targeting Options’, you’ll be given the option to select your viewers by their genders and ages (based on their Microsoft accounts), by the device they’re on (if you’re selling an app, you may want to target mobile devices) and by schedule.

The schedule is important because it means you can avoid wasting money by showing ads at 3 am in your local area. This also means you can get even sneakier and for example show ads only later in the evening. As it gets later and we become more tired, we actually become more impulsive and thus more likely to click ‘buy’ on an advert!

Setting Up Goals

For example, you can use Bing Ads to set up goals and then see how customers are interacting with those goals. You may recall that we discussed goals earlier in the context of Google Analytics. We also discussed how you could use these to identify the best keywords for your ad campaigns.

Well, once you have your ad campaign set up, you can actually integrate your ads directly with your goals. This is a MUCH more valuable metric than simply your average CTR (click-through rates), although that is still a useful measure. To set up goals, go to your campaigns and then click ‘Shared Library’. Then click ‘Goals’ from the left-hand menu and ‘Create Goal’.

You’ll be given some straightforward on-screen instructions to follow and you can then assign a ‘tag name’ and ‘tag description’ for the goal which will help you to track it. Simply click to save your goal and you’ll then be given your ‘Bing Ads Tag’ which you’ll need to put on your goal page. This will likely mean putting the goal on your checkout page, on a ‘thank you page’ or perhaps on a page you want people to see.

You can do this by clicking ‘View Tag Script’, copying and pasting the script and then pasting it somewhere on the appropriate page. Once you’ve done this, you’ll then be able to see how your ads are performing in terms of helping you to get the results you’re looking for – i.e. sales.

This, in turn, will allow you to see which ads you should be spending more or less on and whether or not you’re actually getting ROI from them. This will eventually allow you to calculate a specific CPA or ‘Cost Per Action’ which means you are finding out more precisely how much it is costing you to make sales or get subscribers.

More Tracking and Metrics

You’ll also be able to do a lot more tracking for your ads and looking around the dashboard will help you to find all kinds of useful options. For example, you’ll be able to find your ‘Quality Score’ for your ads by looking at the campaigns page. This gives you a score from 0-10 that will show you how your ad is performing. You’ll learn how high your CTR is compared with other CTRs for similar campaigns targeting the same traffic.

Anything about 7 is considered ‘very competitive’. 6 is competitive and anything below is ‘underperforming’. If you have a blank dash where your score should be, it means that Bing doesn’t yet have enough information.  Based on the success of your ads, you can then head over to ‘Bid Adjustments’ which does what it says on the tin and allows you to tweak your ads so that you are paying more or less per click.

Advanced Bing Ads

Why SEO for Bing Matters

So now you know how to run a Bing ads campaign and you know why you should be running a Bing ads campaign more important. But this doesn’t mean you’re done with Bing. Not by a long shot – because you can still get more out of it by thinking about SEO as well. SEO for Bing has all the same benefits over SEO for Google that Bing Ads does over AdWords.

That means:

  • Less competition
  • Slightly different market
  • 20-30% of the market share

And a lot of those people will know all these things and still not do anything about it.

Which might leave you asking why not?

Well, there is one more thing to consider here; and that’s just how different Google and Bing really are. Because the assumption is that you can probably focus on SEO for Google and then rest assured that you’ll gain more exposure on Bing too. So you can put your time and effort into the biggest search engine and know that it’s probably helping out on Bing too.

As Google still has the bigger market share, that should still be the priority. It just doesn’t make sense turn it on its head. So does that argument hold water? Just how different are Google and Bing anyway? Well, it’s certainly true that a lot of your SEO practices are going to remain the same on Google and Bing.

Both Google and Bing have the same end goal. That end goal is to supply their users with beautifully made, high-quality content. Thus they will use similar means to achieve these ends. Both look for sites with lots of backlinks, both as a way to find them and as a way to learn what they’re about and whether they’re held in high regard.

Likewise, both will analyze the text on a site and look for the use of keywords. Thus, writing content and building links are both activities that you should be doing no matter which search engine you have on your sites.
But there are certainly some differences too.

So here is the thing: you don’t have to ‘focus’ on Bing at all. No one is asking you to ditch your efforts on Google, that wouldn’t be a smart business move. But if you understand how Bing works, then you can do a little of both. You can add in a few techniques that you know will help your Bing ranking, or you can occasionally write a post for Bing. This is just stuff that you should know.

So let’s make sure you know it…

An Introduction to SEO

Before we look at SEO for Bing specifically, it makes sense to first look at SEO generally. Just what is SEO, how does it work and what does it involve from a marketing perspective? Essentially, SEO means that you’re building your site up to show up in search results (the aforementioned SERPs). This is what we call an ‘organic result’ – it gets the same overall effect as targeting a specific keyword with a Bing Ad, except you aren’t paying for it.

Of course, this also makes it less guaranteed in that it might not work – SEO is a lengthy process that is based a fair bit on luck! Essentially, SEO is performed by adding lots of great content to your website so that Google and Bing can identify the topic of your site and know which searches to show your links for.

This content needs to be well written so that it will look better ‘quality’ than content from other sites. At the same time, it should use subtly inserted keywords throughout the text, the headers, and the HTML tags so that the search engines can index it for the keyword you’re targeting. Don’t overdo this though or you’ll get penalized.

Meanwhile, you should also think about using subtle. The other main ingredient for a successful campaign is your backlinks profile. This refers to all the links all around the wide web that are pointing at your site. These are good for you because Google and Bing consider them references – if a big site is willing to link to you, then it suggests that you must be a serious site in your own right.

This is another reason it’s important to write high-quality content and it’s a reason that you need to think about the quality of your links as much as the quantity. At the same time, having inbound links is important because it helps Google and Bing to find you in the first place. Both search engines use ‘robots’ (small scripts) that search the web by following links. Once you’re indexed, you’ll be checked regularly. Until then though, you’re relying on links!

Why Bing Ads and SEO Are a Match Made in Heaven

Combining PPC with SEO is a match made in heaven for a number of reasons. For starters, gaining more traffic for your site is always going to increase your visibility in the SERPs organically because it will mean more people see your site and hopefully share it with others – thereby linking to you.

This then improves your organic backlinks profile and helps you to climb the ranks. At the same time, using PPC allows you to ‘test out’ a particular keyword and see how it is likely to work for you and bring in more customers (or not). This then can show you which keywords are worth putting in the work to try and rank organically for.

Likewise, this also works in reverse as we discussed earlier – you can see how your organic results are working for you and which ones are helping you to get actual customers. Then from there, you can see which keywords are worth spending money on! You can also use a combination of both PPC and SEO in order to cover a wider spread of keywords, thereby bringing more people to your site!

Getting Started With Bing Ads

So now you know precisely what Bing Ads is, why it matters and how it works. You also know how to create a PPC campaign generally and you know how to select the right keywords etc.

What’s left?

Oh yes, actually getting started and creating some ad campaigns!
And with that in mind, let’s launch straight into setting up some campaigns and doing a tour around Bing’s options and tools.

Before we get started, I am going to assume that you have set up a Bing Ads account by clicking here (you can use your existing Microsoft account).

Advanced Bing Ads

Importing Google AdWords Campaigns

Here’s the good news – if you already have a Google AdWords campaign set up, then getting that campaign to work on Bing is as simple as importing it from there to your site. Doing this is easy. First, head over to the link on the far right that reads ‘Import Campaigns’.

Now click ‘Sign in to Google’ and then enter your name and password. On the next page, you’ll be given the opportunity to select the AdWords campaigns that you want to import. Choose them and then click ‘Continue’. Now, under Bing Ads Account & Import Options, you’ll just need to add a few more settings that are unique to Bing.

That means:

  • Choosing the Bing Ads account you want to import to
  • Choosing the right time zone (remember that Bing allows more flexibility in this department)
  • Choosing the appropriate options under ‘What to Import’
  • Choosing the options you want for your bids and budget

Now just click import and you’re done!

Remember we said earlier that the best way to handle Bing Ads was to use them on top of a Google AdWords campaign. This is why it makes a lot of sense to simply import an existing AdWords campaign into your Bing account. It couldn’t be simpler!

Setting Up a New Campaign

But if you don’t have a Google AdWords campaign or you want to try something different on Bing (this is a good place to experiment with different strategies!), then you’ll want to click ‘Campaigns’ and then ‘Create a Campaign’.
Now you can choose between ‘Search & Content Campaigns’ which will display regular search ads, or ‘Product Ad Campaigns’ which will show products with images in your search ads.

You’ll be asked to give your campaign a name, to select your timezone, to set your budget (which can be daily, weekly, monthly etc.), to choose a location and to set a language. You can also choose whether you want to show your ads in all locations, or whether you want to show your ads only in specific locations.

You can also target people searching for information about your location from elsewhere – for instance, that might be someone looking up hotels or amenities in an area they intend to visit! Now you’ll have to write your ads. To do this, you choose your type of ad and then give it a headline.

Remember what we discussed earlier – this headline is not designed to get the maximum number of clicks but rather to get the right kind of clicks. You’ll then want to write your ad text, which will let you use a little more detail. Underneath this will be your display URL and destination URL. You might choose a root domain for your display URL if your destination URL uses a long permalink.

  • Headlines are 25 characters
  • Ad text is 71 characters

On the next page is where you’ll be given the option to choose your keywords, set keyword bids and then verify ‘activation’ (meaning you set the method of payment and also click that you want the ads to go live). Refer to the last chapter for more on selecting the right keywords.

On the next page, you’ll be able to choose your bid for each keyword. So you might decide that some keywords are worth more to you than others. This is very good news because it means you can pay very little for those more obscure keywords that would only get you a few clicks but that likely wouldn’t be very expensive due to a lack of competition.

Managing and Tracking Campaigns

The (more) good news is that you can tweak and manage your campaign subsequently after it has gone live as you would expect. This means that you can see how it is performing and then see how they are working for you. You’ll be able to find some more advanced settings here too, such as negative keywords and dynamic keywords.

For now, though, we want to focus on the other most important aspect of running your Bing Ads campaigns – which is tracking the success of your adverts! In this case, that is going to mean looking at how your ads are performing for you. And there are some really great advanced features here that actually go a bit and above what you would have access to with AdWords.

Advanced Bing Ads

Creating a Great PPC Campaign

As you can see then, PPC works a little bit different from ‘traditional’ advertising in magazines and on TV. You are no longer paying for a single advert and nor are you paying for exposure. Instead, you are paying directly for clicks and that means you need to think about things a little differently.

The first concept to make sure you understand is that your aim is not necessarily to get as many clicks as possible. Traditional advertising campaigns will often focus on doing anything they can to get attention and encourage clicks. But seeing as you’re paying for each click, you can actually reduce the amount you’re paying in total by reducing the number of clicks you get.

Your objective is not to get as many people as possible to your website.

Your objective is to get as many customers as possible to your website.

In other words, you need to get traffic that is going to convert and you actually want to dissuade all other people from clicking on your ads wherever possible.

If you pay for 100 clicks and 99 of those pay for your product, then you can consider that a highly effective marketing campaign. Conversely, if you pay for 2,000 clicks and 300 of those people buy – it’s actually not been as successful because you will have spent more.

PPC and Your Business Model – Selecting Your Budget

What this essentially tells us is that the bottom line is by far the best way to gauge your success. A good PPC campaign is not one that gets seen a lot, not one that gets clicked a lot…

A good PPC campaign is one that EARNS a lot!

That means it is impossible to separate your PPC strategy from your general business model. And it makes it very important to think about your budget, your costs, and your profit margins whenever you set up a campaign.

So start by thinking about the profits for whatever it is you’re selling from your site. If you’re selling lots of products, this might mean working out an average profit you make from those products. Otherwise, if you’re linking to a ‘sales page’ and predominantly selling just one product, then it will mean thinking about how much you make from that one item.

First, that means calculating your CoGS – this is ‘cost of goods sold’ and it tells you how much it costs you to make each of your products. Let’s say that you sell phone cases – this will mean paying for the materials, the manufacturing, the delivery, and the storage. Then you have to minus these overheads from the amount you charge for each item.

What you’re left with is your profit margin. The great thing about digital products like ebooks or online courses (which is what a lot of website owners sell), is that you have zero overheads and that means that you’ll make 100% profit on each sale. An ebook that you sell for $30 will give you a $30 profit.

That said, ebooks appeal to a smaller audience when compared with physical items and thereby you can expect to have a smaller conversion rate. Which is the next point…

So here, you need to calculate how many visitors on average buy your products from you. This means looking at your ‘conversion rate’. If you have 1,000 visitors a day and on sale, then that means you have a .1% conversion rate. If you make 10 sales for every 1,000, then that means that you now have a 1% conversion rate.

This can then tell you how much you’re earning in a day. For example, if you have 1,000 visitors a day, a 1% conversion rate and a product that earns you $20, then you will earn $20. That also means that you can work out how much you are going to be able to earn if you increase your visitors.

If you could double your visitors, you should make $20 on average. If you can multiply them by ten, then you should make $200 on average. More importantly for your Bing Ads though, this also tells you how much each visitor is worth to you. If 1,000 visitors = $30, then that means that each visitor is worth 3cents.

Learning Your Figures

3cents isn’t a lot of money and that’s why it is so important that you think about this before you create an advertising campaign. Because if you were to go ahead with these numbers and start paying $1 per click, you’d end up losing a lot of money!

Working out your numbers first is what will allow you to ensure you’re making a good profit. But what you might find, is that you need to tweak some things before you get started. For instance, you can increase the asking price for your products and thereby increase your profits to 5cents or 10cents.

Better yet, you should focus on improving your conversion rates by improving the quality/desirability of your product and by improving your persuasive writing so that people who land on your site will be overcome with the powerful desire to buy your products!

If you can do this, then maybe you’ll be able to increase your conversion rate to 5%, thereby increasing the value of each customer by five times that amount. Now comes the good part: if you set your CPC to this number – the amount that each visitor is worth to you then you literally cannot fail.

Your clicks will now result in profits and the more you raise your budget, the more profit you’ll make. You are spending less per click than each visitor is worth to you!

Designing Your Ads

Except that isn’t quite how this is going to work. Because actually (here comes the good part), it’s going to work better than that! That’s because the people currently on your website are all people who got there through… well, all kinds of different means. These are people who found you on social media, who typed your address in by accident, who found you on Google, who was recommended by a friend. And that means they’re going to be variable targeted.

Some of those people will have zero interest in your products. And that is why it is so important that you think about targeting the right kind of user in your adverts. And that’s also why we’re not trying to simply get as many visitors as possible. As mentioned, it’s actually more important that we get lots of the right users and that we put off people who aren’t likely to want to buy.

Your objective then is to make sure that the way you design your ads is only going to appeal to potential customers.

That means that your text shouldn’t read:

‘Click Here for the AMAZING Secret to Losing Weight!’

Rather, it should read:

‘Click Here for a $30 Ebook that Will Make You Lose Weight FAST!’


‘The Secret to Weight Loss, Just $30!’

What this then does is to prevent anyone not looking to spend money from clicking your ad. We don’t want those people because they are costing us money. But someone who knows the price up-front and is still willing to click is very likely to want your book. Assuming you can then convince them that your product is what they’re looking for and is good value for money, you’ll be able to walk away with a sale.

Now think about how much higher conversion rates will be for people who clicked this ad, versus people who just stumbled onto your site.

Choosing Your Keywords

You can further target your customers by placing your adverts on the right keywords and key phrases. This is a BIG part of PPC campaigns and it’s very much worth doing your research here. Again, you need to make sure that your keywords are the things that the right people are going to be searching for.

At the same time though, you also need to keep your competition low so that the average CPC will be as low as possible. If you try and rank for ‘Hotels’ then you’re going to be going up again thousands of other businesses, some of which will have near-infinite resources.

How do you like the sounds of competing with Expedia, Airbnb, and the rest? They can afford to offer $1, $2 or $5 per click and you just won’t be able to keep up. But use a keyword that is popular but not overpopulated  like ‘Quirky Hotel Santa Monica’ or ‘Romantic Getaway in Bournemouth’ and you’re going to be paying less and targeting a more specific type of customer (meaning you can use a more specific and tailored landing page for them, focused on the area and the type of experience!).

How do you find a keyword that is popular, directly targeted but not overcrowded? Simple: you use Bing’s own ‘Keyword Tool’ which can be found here: This will let you search different keywords and will then show you the number of people searching for that term in the date range you specify. You can look at how many times a term appeared in search over the last 6 months for example.

If something came up 50,000 times, then that’s a fairly good keyword that will potentially be able to grab you up to 50,000 visitors. But if the search term came up 100 times, then it’s a lot less useful to you! Note that Google also has a keyword tool called its ‘Keyword Planner’.

You can use this in just the same way as you would use Bing’s own keyword tool and it doesn’t really matter that it’s from Google – people tend to search the same things on both engines.

You can find this one here:

Finally, another tip is to look at your site metrics and identify who is currently coming to your website. If you have Google Analytics set up correctly, then you’ll be able to find out which visitors are buying from you and what they typed in in order to get there.

In other words, it might be that certain search terms result in more sales (‘goals’ in Google parlance) and you can then decide to target that keyword with your Google and Bing Ads.

Customer Lifetime Value and Watching Metrics

Finally, another mitigating factor is the small matter of ‘CLV’. Customer Lifetime Value refers to the fact that just because a visitor doesn’t put down their cash right away, that doesn’t mean they aren’t worth anything to you. In fact, if they sign up for your mailing list and then become life-long fans, they could ultimately end up being worth more to you!

For this reason, the only way to really be sure if your Bing Ads are working for you is to watch your metrics very closely. This means looking at how many visitors you are getting, where they are coming from and how your sales increase as you spend. The more data you track, the more profitable any PPC campaign will be.