Hey all! Just wanted to share an awesome Microsoft Ads interview I had with Andrew just a while ago where I talked about the pros of using Microsoft Advertising in addition to your Google Ads.
Here is the link to that interview that you can listen to (and download):
If you’re wondering who’s Andrew Hellmich, he’s a professional wedding and portrait photographer on the Central Coast of NSW, Australia.
He has been doing this for over 14 years and having this passion for his job has allowed him and his family to live an incredible lifestyle full of oversea holidays, amazing home, and great schooling for his boys.
Now, his goal is to help photographers worldwide take action on their passions and live their dream like Andrew is his.
Here is the link to his book: https://photobizx.leadpages.net/leadbox/142ed5c73f72a2%3A14ed3bdc0346dc/5692462144159744/
You can learn more about Andrew on his About page here:
So, back to the interview…
Here’s Some of What Is Covered In the Interview:
- Why Online Marketing is essential and why it works for anyone in business today
- Why Microsoft Ads is worth going into whether your did or did not find success with Google Ads
- How to get started with Microsoft Ads
- When you should try out Microsoft Ads
- Do you need a website to get started?
- What to do when you have a low CTR (low click-to-impression ratio)
- How ad extensions can improve your conversion rates
- Importance of being consistent and relevant throughout the ad creation process
- Understanding quality scores and their importance
- What other networks you are promoting on when you choose to promote with Microsoft Ads
- Should you use pop-ups when promoting on Microsoft Ads?
- What keywords are best to use
- How to minimize risk when using broad keywords
- How to easily import Google campaigns into Microsoft and start promoting ASAP
So be sure to listen to the full podcast to get answers to these questions and more!
In this blog post however, I want to make sure that you know how to get started with Microsoft ads, so I will be using images to our advantage here to show you how you can create your first campaign and get started right away.
How to Get Started With Microsoft Ads
So a few of these parts I already cover in my YouTube Microsoft Ads playlist, but if aren’t able to watch the videos if you’re driving, etc.. listening via podcast is an excellent alternative.
That being said, let’s start with the first part – setting up a Microsoft Ads account and creating your campaign.
The first thing you’ll need to do is to of course create your Microsoft Ads account, which you can do here.
The process is extremely simple – just fill out a few details regarding your name, address, etc… and end it with your credit card information so that you can actually pay for the ads, and you’re good to go!
After that, we can get started on creating the actual campaigns.
Creating Your First Microsoft Ads Campaign
If you have ever promoted on Google Ads before, you will notice that the layout for Microsoft Ads is pretty much the exact same, especially being close to the previous Google Ads interface we had.
And if you feel that there are too many options, do not worry, we will walk through most of these and tell you everything you need to know to successfully create your campaigns.
The first step you need to take after you create your Microsoft Ads account is select the “Campaigns” tab at the top and click on “Create campaign” below it.
Depending on your objectives, you would select from the given options there, but in our case and as the most simple option, we will select “Visits to my website” to take people to our website.
We are not ready yet for conversion tracking as we didn’t set that up, however you might also want to go for the “call” campaign objective as well depending on your goals.
Just enter the campaign name, fill in the rest of the blanks, and you are good to go!
Does It Really Matter What Campaign Objective We Select?
So when you click on “Create campaign”, you will land upon this little menu:
Which one do you go with?
On the one hand you do want website visits… but on another you also want phone calls and to generate conversions.
Well, do not worry – regardless of which objective you go with, the campaign and ad structure will be the same.
The only difference is that you will be given different Microsoft Ads recommendations for extensions.. such as a call extension if you select the “Phone calls to my business” objective, or the location extension if you choose “Visits to my business location(s)”.
So generally speaking, no, it doesn’t matter which campaign objective you go with as you can also tailor your specific ads/campaign to a certain goal later on in your advertising.
As you keep going through the options in this ad creation process, the next part you stumble upon is the keyword phase.
The way keywords work is simple.
If you add a keyword and someone types in something into Microsoft search related to that keyword (depends on your match type, which we’ll go over in a second), your ad will show up.
Otherwise, your ad will not show up.
So you need to select relevant keywords to your ad so that your ad shows and not only that, but shows to the right audience so that you are not paying for useless clicks.
That being said, we can’t talk about keywords without talking about the match types…
So there are 3 match types that Microsoft Ads does talk about (and 1 that it doesn’t) – exact, phrase, and broad (and broad match modifier):
When adding these keywords, as shown at the bottom, you can just in the word to have it be broad match type, you can put quotation marks around it for a phrase match type, or you can put square brackets around the keyword if you want it to be an exact match type.
Here are the definitions of these match types in my own words…:
- Broad match type: anything broadly related to the keyword that you add will cause your ad to show if someone types that in. So if your keyword is “monkey” and someone types in “orangutan” in Google search results, your ad will likely show up.
- Phrase match type: the words that are in your keyword MUST be present and in THAT specific order for your ad to show.So if your keyword is “buy online now”, ONLY if users type something into Google that has the words “buy online now” in that order will your ad show up, even if there are extra words before or after your keyword.
- Broad match modifier type: similar to phrase match type, but the words you add can be added in ANY order and can be anywhere in the search query in order for your ads to show.
- Exact match type: the words that are in your keyword MUST be present and ONLY that word/words must be present in order for your ad to show.So if your keyword is “buy online now”, and someone types in “how to buy online now”, your ad will NOT show. This ad WILL show however for the phrase match type keyword.
So that explains keywords and the match types…
But, you need to also know negative keywords if you are to promote on Microsoft…
What About Negative Keywords?
So negative keywords are the opposite of keywords…
If you added negative keywords, then your ad will NOT show up if someone types those keywords in.
If you want a detailed and more thorough explanation on this, I have a video about this on YouTube here: https://youtu.be/sdXWd1-AqUQ
But basically, you can add negative keywords by selecting the “negative keywords” tab at the top of your keywords tab:
Over time, you will come across the craziest of search terms (unless you have exact match types only) and so you will need to take action to make sure you aren’t paying for those clicks again.
And that’s where negative keywords come in.
Personally, I see the craziest of search terms for my affiliate marketing offers every day.
You can add these keywords every day, every week, or every month, but the more you do it, the more relevant your actual keywords will become.
The way I like to add these keywords is to keep a notepad handy and as I’m going down the list of search terms the users are adding in, I take note of the words that DON’T relate at all.
For example if you want to promote a skin care product for women, and someone types in “skin care game for kids”, the word “game” in that search term is probably absolutely irrelevant to what you are promoting, so this would be a great candidate to add to your negative keyword list. “kids” could also be a good candidate depending on whether your product can apply to kids or not.
Negative keywords follow the exact same match type style as regular keywords (with the exception of broad match.. watch my video linked above to know how!), so you can use broad, phrase, or exact negative keywords.
Creating the Ad
The next part of the process includes actually making the ad:
My general rule of thumb is simple: add the keyword/whatever the user is searching for in the first headline, and the call to action in the 2nd headline.
So something that looks like this (you need to click on “+Create ad” to get to this point):
Just something I came up with off the top of my head, but keeping to my rule of having the main concept, whether it’s a flat out keyword or question in the first headline, and call to action in the 2nd.
Remember, if you don’t tell people to take an action, most of the time, they won’t.
After you create the ad, you will see all the different ad extension options.
To keep this blog post succint and to the point, I will skip these for now, but feel free to check out my YouTube video here I did previously that talks about most of these extensions in detail.
Keyword Bidding Methods
After you do all that, you arrive at the last stage of setting up your first campaign!
This includes confirming your budget, bidding strategy, and actual bid:
I always go with the manual CPC bidding so that I get the most amount of control over my individual keyword bids and can reduce bids for underperforming keywords, and increase bid for the performing ones:
However this will largely depend on your specific goals, budget, and so on.
If you have a wide enough budget and just want to experiment, you can set the bid to “Maximize clicks” or “Enhanced CPC” so that Microsoft Ads has more control and can add to your bid a little in order to generate more clicks – something you might want if you are starting out and just want to get an idea for how the campaign will perform.
Do NOT Forget Conversion Tracking!!!
Before you think you are done, it is absolutely imperative that you set up conversion tracking for your ads.
You MUST know what is working and what is not if you are going to spend money on Google…
Setting up tracking is super simple.
On the bottom left of the Microsoft Ads interface are some tabs. Click the one that says “Conversion tracking”.
You will then come across this screen:
Just follow the steps and fill in the blanks, and set up your tracking.
If you are not sure on what to do, you can always ask your web developer for help and can even email him/her the details to set this up for you.
And of course, I can also help if you are stuck with any of this as you can see on my services page.
Once you set this up, you will be able to see which ads/keywords/demographics/location/device/crazy amount of information of category converted the best so that you can pay more attention to what IS working and pay less attention (spend less) on what is not.
That is the secret of PPC advertising – you may not have a profitable campaign as soon as you start up, but after some optimization, you will be able to see what works and what doesn’t very clearly.
That is it for the Microsoft ads creation process!
I hope you enjoyed this article, and if you want the full details, be sure to check out the full podcast here: https://photobizx.com/329+Ivan+Mana+Microsoft+or+Bing+ads+for+photographers
As well as check out my YouTube channel (link below) and the specific Microsoft ads playlist.
If you do need help with anything, I will also be happy to help and you can let me know what you are looking for from my services page here: www.ivanmana.com/my-services
Otherwise, thanks for listening/reading/watching and until next time!
Andrew also invites you to join him, so feel free to connect using any of the means below, especially if you are a photographer!
Andrew’s website link: https://photobizx.com/about/
YouTube channel: https://www.youtube.com/user/YourWeddingMadeEasy
Live Training on How to Create Evergreen Facebook Ad Funnels: https://photobizx.com/funnel
Thanks for reading/listening and I’ll see you in the next post/video!
And Don’t Forget to Join Me!
If you haven’t checked it out already, take a look at my YouTube channel as it would have most of these points covered in detail: www.youtube.com/onlinemarketingessentials
Or specifically, my Microsoft Ads Playlist here.
Also, don’t forget to join me on Facebook!