Transcript Onboarding Webinar Revised for Branding

Welcome to
advertising on Bing
and Yahoo! Search
Webinar
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Microsoft Advertising
adCenter: Intro to Search
Advertising Basics.
We look forward to helping you expand
your online reach with Bing and Yahoo!
Search.
Host: Eileen Demetrio,
Service Program Manager, Microsoft
Expert presenter: Michael Mostert,
Small Business Vertical Specialist, Microsoft
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You’re in the right place
at the right time.
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Unique features. Great results.
Your potential customers are making a
decision on Bing and Yahoo! Search.
With the combined power of Bing and Yahoo!
Search, you have access to an audience of
161 million searchers in the U.S 1. and over
15 million in Canada.2
Unique Bing and Yahoo! Search features
create loyal users who want to make travel
plans, find local restaurants, or compare
prices on hot products.
1. comScore Core Search (custom), December 2010.
2. comScore qSearch (custom), December 2010
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Bing is where
decisions are made.
Bing Maps: Thinking locally
for business owners.
Bing Shopping: A fresh
outlook for online sales.
Bing Travel: Resources to
make important purchasing
decisions on price and
destination.
Bing search features:
Refreshed often with
answers on the first page.
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It’s simple to get up and
running with Microsoft
Advertising adCenter.
Create your first campaign with
these building blocks:
Budgeting, bidding, and targeting:
Decide how much you want to spend
and who you want to reach.
Ads and ad groups: Organize your
ads into groups.
Keywords: Select the words that
trigger the display of your ads.
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Select the
right keywords.
Carefully choose the words and
phrases that are most relevant to
your products and services.
Example: If your business sells appliances,
don’t bid on keywords like patio umbrellas
Choose among broad, phrase, and
exact match to expand your
keyword reach. View match types
tutorial.
Example: if your keyword is "red toy boats"
and you have selected match types exact
match and broad match, then your ad could
serve if a customer searches for “boats red
toy”.
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Bid competitively.
Achieve a more favorable ad
position on Bing and Yahoo! Search
results pages and drive more site
traffic.
Increase your potential to receive
more ad clicks and conversions.
Over time, build a solid history of
relevant ads and high click-through
rates, helping your ads to display in
the top position more often.
For more tips and examples, view
the video tutorial on bidding.
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Attract customers with
compelling ad copy.
Use popular keywords in your ad titles
and text.
Speak in your customers’ language,
using tone and vocabulary that match
your target audience.
Be specific, with a call to action and the
product’s price, if applicable.
Use what works, and remove what doesn’t.
Monitor your ads’ click-through and
conversion rates.
For more tips and examples, view the video
on ad copy best practices.
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Follow our Editorial Guidelines.
Microsoft Advertising adCenter is
committed to a safe, relevant search
marketplace, the highest quality online
experience, and helping you get your
ads live quickly.
Our editorial review ensures that ads
are following Editorial Guidelines, and
that they’re well-written and relevant to
users’ search queries.
If you feel strongly that your ads or
keywords were disapproved incorrectly,
you can appeal the decision. Simply
contact adCenter Support .
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Looking for your ad?
Microsoft Advertising adCenter offers an
Ad Preview Tool, which lets you quickly
confirm that your search ad is showing up
correctly on Bing and Yahoo! Search.
Check your settings if you suspect that
your ads aren’t appearing as expected.
Make sure your account, campaign,
ad group, ads, and keywords are all
active.
Review your budget to ensure that
you have budget dollars remaining.
Your targeting and language and
marketing settings might be
preventing you from seeing your ad.
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Measure your success.
Use adCenter reporting tools to
find out what is working, and then
maximize those opportunities.
You can request reports by time
period within three categories:
delivery, billing & budget, and
targeting.
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Each of these elements
of a campaign can be
adjusted to help improve
your campaign results:
Keywords
Bids
Ad copy
Landing page
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Fine-tune your
marketing strategy by
focusing on these key
performance indicators:
Click-through rate
Traffic volume
Relevance
Cost per click
For more tips and examples, visit our
Support Center.
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We can help
you get started.
Our search experts can assist
you with planning, creating,
analyzing, and optimizing your
first search advertising campaign
with the QuickLaunch Program .
To be eligible for this program, we
ask that you set a budget of $500
a month.
QuickLaunch is the smart way to
jump-start your success.
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Get your information
straight from the experts.
Subscribe to free Microsoft
Advertising adCenter marketing
communications:
Free expert advice
Inside scoop on special offers
Optimization tips
Video tutorials
Highlights from Support Center
Notes from the Community
Select your preferences by signing in to
Microsoft Advertising adCenter.
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Question and answer session.
Microsoft Advertising has plenty of resources to help you stay on top of
your search efforts.
Microsoft Advertising adCenter newsletters and bulletins: Sign in to
adcenter.microsoft.com to select your preferences.
Microsoft Advertising adCenter Support: support.adcenter.microsoft.com
Microsoft Advertising adCenter Support number: (800) 518-5689
Microsoft Advertising Support Center: advertising.microsoft.com/learning-center
Microsoft Advertising Community: community.microsoftadvertising.com
Microsoft adExcellence: advertising.microsoft.com/learning-center/adexcellence
Follow Michael Mostert on Twitter: twitter.com/michaelmostert
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