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  • Blog Post: Pay Per Click (PPC) for SMB # 2 - An Introduction to Bing

    Albert Einstein pointed out before a search engine even existed that “Information is not knowledge.” Information is, in broad terms, facts or data. On the other hand, knowledge is information or opinions of value. Confusing the two is a major mistake. You want knowledge that leads to action...
  • Blog Post: 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...
  • Blog Post: Pay-per Click (PPC) for SMBs #12: How to maintain and improve your adCenter account

    Here is the last in our series of guest posts from Microsoft Advertising adCenter on how to get up and running with pay-per-click advertising. Having created an adCenter account and set up campaigns with ad groups, keywords and text ads, Shah’s Cars is now well on it’s way to become a...
  • Blog Post: 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...
  • Blog Post: 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’...
  • Blog Post: 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...
  • Blog Post: 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...
  • Blog Post: 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...
  • Blog Post: 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...
  • Blog Post: 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...