Pay-per-Click (PPC) for SMBs #11: Understanding all the KPIs and reporting

Continuing our series of guest posts from Microsoft Advertising adCenter So Shah’s Cars has campaigns, ad groups and keywords. Its ad copy reads like more digestible Shakespeare and it is live on the web. Job done, right? Wrong, Shah’s Cars’ PPC journey has only just begun. Using Microsoft’s Advertising tools you can now follow your…

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Pay-per-Click (PPC) for SMBs #10: Negative match types

Last week Akhila filled you in on how to apply match types and bids to your SMB accounts. The Shah’s Cars account is now ready to go live, but there’s just one more adCenter feature to explore: Negative Keywords. Trust me, it’s all positive when it comes to negatives. Negative keywords are an optional aid…

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Pay-per-click (PPC) for SMBs #9: Bids and Match Types

Welcome to the ninth post of The World of Paid Search: A Step by Step Series. So far, we’ve furnished our imaginary business, Shah’s Cars, with an account, relevant keywords and engaging ads. Next, we need to decide on the bids and match types to use. Identifying the relevant bids and right match types for…

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PPC for SMBs #8: How to write great ads

Continuing our series of guest posts from Microsoft Advertising adCenter. Our imaginary account for ‘Shah’s Cars’ is now complete with campaigns, ad groups and keywords. Next, we need to write some awesome ads. Writing effective ads that target the right customers can help increase your click-through-rate (CTR) and increase the campaign’s return on investment (ROI)….

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Pay-per-click (PPC) for SMBs #7: How to find keywords

Finding Keywords via the adCenter Desktop Tool First up, open your adCenter desktop tool (download here if you haven’t got it yet!) and hit the research tab, located top left… Once in you’ve got four options which will help you with keyword generation; ‘Similar Keywords’, ‘Extracted Keywords’, ‘Category Keywords’ and ‘Frequent Keywords’. Similar Keywords This…

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Pay-per-click (PPC) for SMBs #6: How to set up a new Microsoft Advertising adCenter account

Continuing our series of guest blogs from Microsoft Advertising There has never been a better time to start running your search campaigns in adCenter because you can: Easily import your Google and Yahoo! campaigns to Bing using the Microsoft adCenter platform Efficiently promote your business to UK and international markets Control the costs: you only…

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Pay Per Click (PPC) for SMB Part 5: The Microsoft Advertising Intelligence Tool

Continuing our series of guest posts from Microsoft Advertising You’re just about to start your first search campaign for Shah’s Cars, advertising your new car insurance product, but you have no idea what the average CPC is, what the seasonality looks like, what your typical audience is and you want to go live as soon…

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Pay-per-Click (PPC) for SMB #4: Introducing adCenter Desktop

In our previous adCenter post I gave you the basics of adCenter and how you can use it to manage your campaigns, track performance and generate new keywords. This week I’m going to show you how to do all this and more within the adCenter Desktop, an application that can be installed on your computer…

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Pay-per-click (PPC) for SMB #3: An introduction to adCenter

Continuing our series of guest posts from Microsoft Advertising adCenter on how to get started with online advertising; you can view the whole series here. This week we focus on adCenter. If you’ve been following our recent series of blog posts you should be up to speed with the basics of PPC search and the…

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