Pay-per-click (PPC) for SMBs #11: Understanding KPIs and reporting

Continuing our series of guest posts from Microsoft Advertising… 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 campaigns,…


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

Continuing our series of guest posts from Microsoft Advertising.. 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…


PPC for SMBs #9: Bids and match types

Continuing our series of guest posts from Microsoft Advertising… 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 your keywords can be a challenging task,…


PPC for SMBs #8: How to write great ads

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). Top 8 Tips for Writing Effective Ad Copy 1. Know…


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…


Pay-per-Click (PPC) for SMB #4: An intro to Microsoft adCenter Desktop

After a break over the Christmas period we’re continuing our series of guest posts from Microsoft Advertising on how to get started with pay-per-click advertising. In our previous adCenter post, an introduction to Microsoft Advertising adCenter,  I gave you the basics of adCenter and how you can use it to manage your campaigns, track performance and…


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…


Pay-per-click (PPC) for SMB #2: An introduction to Bing

A couple of weeks’ ago we published the first in a series of guest posts from Microsoft Advertising adCenter on how to get started with online advertising. Catch up with that post here Pay-per (PPC) click for SMB #1: paid and organic search, and then move on to #2 below, which is all about Microsoft’s search…