Microsoft Ads MasterClass 2025 - All Campaign Creations & Features

1. Welcome Video: Hi, guys. Welcome to my Microsoft Ads Master Class A campaign creations and Features. My name is TanmoiKumdas. Just to give you a background about myself, I am an ex Google employee with 16 years of experience into paid advertising and I've been teaching paid advertising for more than ten years now, and I teach to a lot of young professionals, entrepreneurs and experts who want to get into this field. I wanted to take this opportunity today to let you know what we're going to learn in this sports. So we're going to start off looking at the Microsoft Ads overview, understanding the ecosystem of Microsoft ads, the structure of account navigation. We will also be covering about keyword research, understanding different types of ad formats, ad extensions, bidding strategies which you can apply on the platform. Also, we will go through audience networks, conversion tracking, and also different types of campaigns like search campaigns, remarketing campaigns, shopping campaigns, mobile app campaigns. I will also take you through some advanced features like automated rules, experiments, Microsoft ads edited, portfolio bit strategies, shared budgets, agency management, Microsoft Ads resources as well, and also we'll talk about certifications. I hope by the end of this course, you understand Microsoft ads really well in and out. All of these will be done in a practical manner on the platform, so I will show you how exactly to do it so that you can implement it in your business and for your clients. Thank you once again, guys, for enrolling into this course, and I'm really excited to see you inside the course. 2. Microsoft Ads Overview, Where Microsoft Ads Appear, Microsoft Ads Account Setup: Hi, ais. Welcome to this session. In this session, we'll talk about Microsoft Ads overview, understanding the ecosystem of Microsoft Ads, where do these ads appear and how we can open a Microsoft Ads account. So Microsoft Ads is basically advertising product of Microsoft created by them, which basically helps online businesses to advertise their business with the help of paid ads. So here, with this particular platform, online businesses can generate traffic to their website and generate sales and leads out of that. So this is going to be an advertising platform, just like we have seen there is Google Ads, there is Meta Ads. Same way, Microsoft also as their ads platform called the Microsoft Advertising. Now Microsoft Apps was founded in 2009 and it has been one of the big players in this particular segment along with the other competitors. It's going to be a self driven product, similar like Google Ads where the online advertisers have complete control on the ads account. They can build out campaigns, they can create ads, and then target their audiences to show their ads across the Microsoft Network. So when you start advertising with Microsoft ads, your ad starts appearing in multiple places, which can be pink. It can be on Xbox, Microsoft News, MSN, Microsoft edge, and outlook.com as well. Microsoft has its own Audience Network as well, which is a collection of websites where your ads can appear. Let's have an let's have a practical example of how this ad is going to look like. So if you go on Wink, Microsoft Bank, you will be able to see the ads in this particular manner. As you can see on the top, this is what we refer to as Microsoft Ads. How do we know that's an ad? If you see clearly it says sponsored over here, which clarifies that this is a Microsoft ad which we are looking at. Now when you click on it, that will take you to their product page. Now the user can check out the product and if they want, they can purchase. That's the idea of the advertising platform. It helps to generate sales, revenue, leads for different kinds of online businesses across the group. Now, now what we wanted to look at is the setting up process, how you can open Microsoft Ads account. For this, you require first Microsoft account and then you can open their ads platform. If we go on and we search for Microsoft Ads This is the official website guys, where you will reach. Now what we can do is we can sign up and create an account. They will send a verification code to your email address which we can take. And we can give our date of birth all of that information which we can provide out here. Add your name. As you can see, we're just going through the verification process right now. And once the account is created, then we will start the process of opening up the advertising part. This is the Ads account. We are now going to open a Microsoft Ads account by creating account. We can tell about the business and we can give our website over here. They give you two options. One is we can create the account and the campaign or we can just create an account right now. That is what we will prefer at this moment. Then we can fill in the details. This is where we can give our details once you give your details, it will ask for payment information as well, which you can provide. In this manner, we are giving all the information to set up the account. This is the whole account opening process which you're seeing right now, which we are going through and with this, our account should get created. Once the account is created, then we can start the whole process of building out campaigns, ad groups, ads. All of that can happen eventually. As you can see, the sign up process has been completed and now we have the Microsoft Ads account opened completely. This is the homepage where we have come to and we can add some funds to it and we can make the account active and then we can build out our campaigns. I hope this makes sense. I hope you understand now the complete process of how you can open a Microsoft Ads account and also the basic overview understanding of how this platform is going to be. Thank you so much guys for listening to this and I will see you in the next video. 3. Microsoft Ads Account Structure, Microsoft Ads Metrics, Microsoft Ads Account Navigation: Hi, guys. Welcome to this session. In this session, we'll talk about the Microsoft Ads account structure. We'll look at the different types of metrics which you can see in this account and then we'll do a account navigation. So let's start, guys. So the first is looking at the structure of this account. So this is going to be kind of an account where the first thing as we did in the last video is we are going to open an account. Once you have an ads account opened, in that we are going to create something we call as campaigns. Campaigns are like brock cateorizations done of your business. You can imagine it like a master folder in your laptop. Now, these campaigns will then contain something we call as ad groups. Ad groups are like sub categories which are going to be inside these campaigns, and then inside those ad groups, you're going to create your ads and keywords. This is going to be a pyramid structure which you're going to create where the first comes the account. The count will contain multiple campaigns. Each campaign can contain multiple ad groups and each ad group will then the ads, keywords, and landing pages. That's a pyramid structure which you will have to build out for your business. Let's see some real life examples of how different businesses will structure their accounts. Let's say I have a clothing store and I want to open a Microsoft dance account. I'm going to have the clothing store as my ads account because that's my business. Now, in my clothing store, I sell broadly. There are men clothing and there is women clothing. These are my broad categories, so they can become campaigns. So they are broad categories. Now under men clothing, I'm selling, let's say, shirts and bottoms and under women clothing, I have shirts and bottoms again. So they are becoming my ad groups, the subcategories. Then under each of these ad groups, I will have their respective ads, keywords, and tin. Let's take one more example. Let's say it's an online boutique, which is the business, so that's the Microsoft Ads account, and there we are selling major league categories are women and men, so they are becoming my broad campaigns. Now, the mena the women campaign has multiple ad groups like casual weare, partyware, those are all subcategories or ad groups. And each of these ad groups then will contain their respective ads and keywords and landing pages. Let's look at one more last example. Let's say I'm a furniture store and I sell different types of furniture to my customers, and I've opened a good Microsoft Ad account. So the furniture store becomes my Microsoft Ads account. Now, in that, my broad categories are tables which are selling and beets. So these are both going to be behaving like campaigns, broad categories. There's a table campaign, there's a BDS campaign. Under the tables campaign, there are different types of tables which I sell side tables, wet side tables, coffee tables. They are all going to become my ad groups, sub tats. And under beds, I have sofa beds, I have king size beds, queen size beds, they are becoming my ad groups. And under these ad groups, then I will have their respective ads and keywords and landing pages. So like this, you can see every business which wants to run Microsoft Ads would have to structure out their business in this particular manner. So that's the account structure which we will have to work with. So when you start looking at the limits of Microsoft Ads account, currently, if you see one Microsoft Ads account can contain 10,000 campaigns. Each of these campaigns then can contain 20,000 ad groups. Each of the ad groups can contain 100 text ads, and in the whole Microsoft Ads account, you can have 5 million keywords or negative keywords and 4 million ads. So that's the maximum account limits at this moment. If you require more than this, then you can certainly reach out to the Microsoft Customer the Ads customer care and they can help you out with that. So now that we understand the structure of the Microsoft ADs account, let's look at some of the most common metrics which you will get to see here on the platform. These are some of the common metrics like impressions, clicks, CTR, all these are different types of metrics which we will have to deal with on a daily basis. It's very important to know the meaning of these metrics because only then you will understand properly what is happening in the account, how the ads are performing, what things are working, what is not working. It becomes easier for you then to take your decisions. Let's try to understand each of these one by one. The first one which we are looking at here is impressions. Impressions basically means it is the number of times our ad appeared on the Microsoft network. So as we spoke about this, so the ads, they go into an ad auction where they compete with each other and if they win the auction, only then the ad appears on the Microsoft network. When the ad appears, it gets an impression. Microsoft adds automatically records it as an impression. And when you go into your account, you will be able to see the count over there, how many impressions you have got so far. In the same manner, there is clicks. Once the ad has been shown to the users, they might click. And when users click on our ads that is also getting automatically recorded inside Microsoft Ascco. That is your clicks Microsoft also calculates your CTR, which is click through rate. It is the ratio between your clicks and impressions. Out of the total number of times your ad was shown, how many times people clicked on it. That is what is CTR. Then there is a metric called budget. Budget is primarily the amount of money which you are willing to spend on every campaign which you're running on a per day basis. Whenever you start building out a campaign, Microsoft will ask you, how much money can you spend on it on a daily basis? That's your daily budget. Then comes spend. This is also another metric you will see. Spend is the actual money which you really spent on advertising. So once you set up a budget, it is not necessary that every single day you are utilizing the full budget. There can be days when the budget is partially utilized or over utilized. In such cases, the actual money which is getting spent, that is called spend over here, which is also what Microsoft records. Another metric, super important metric which you will be monitoring is conversions. Conversions, I would suggest say that it is the most important metric to track because conversions basically means the sales which are happening on our website. Once a user clicks on a Microsoft Ad visits our website, and now on the website, he or she buys our product or fills up our form. That is what is tracked as one conversion. And as you can understand, this is what we are here for that we want to generate as many sales or conversions for our business. So very super important metric to monitor on a regular basis. Rlated to conversions, there is also another metric called conversion rate, which is primarily the rate at which the conversions are getting generated. Out of the total number of clicks which you received, how many conversions happened? That is how Microsoft calculates your conversion rate automatically and shares it in your ATSC. There will also be other metrics like CPC, which is Pos per click bidding method, which is primarily the amount of money which you are willing to spend on every click which you get on your ads. You get an option to choose to set a price that how much money would you like to spend on every click. That becomes our CPC bidding, which we get here. Another bidding which you will see here is CPM bidding cost per thousand impressions bidding. It is the amount of money which you are willing to spend for showing your ads every 1,000 times. Now this is mostly for branding purposes. When you are a new business, you might be using CPM bidding because your focus is only on showing your ads as many times as possible. And then the last one is going to be CPV bidding. Another type of bidding you get here, cost per view bidding, which is used only on video ads. This is a cost or money which you are willing to spend for every view which you get on your video ads. These are some of the most common metrics you will get to see most often on the Microsoft Ads account. Apart from this, there are furthermore a lot many other metrics as well, which you'll get to see. Now that we understand our metrics, let's have a look at the account, how the account is going to look like for us inside. This is the account guys. Let's start from the top. This is going to be the first part, which is going to be the create option. From here, we can set up the goal. We can choose the goal of our campaign if you want to create a campaign. We can select the goal of the campaign and then we can start building it up. Then comes the campaigns page where you will be able to see the overview of all the campaigns over here, specifically, multiple campaigns which are built out, you get to see a time period, based on the time period you can select and the data will be shown for that time period. Conversions. Conversions is where you're going to this is where you will be tracking your conversion, so you will have to set up your conversions yourself. I will show you that as well in the coming videos. From here, we are going to set up our conversions and we start tracking them. Adstudio is another section created by Microsoft recently where you can upload all your images, your assets, your videos which you want to use in your advertising. They all can be in one specific library, which is the asset library or ad studio they have built up. There is also an option for Import. Import is basically assume a situation wherein apart from running Microsoft Ads, you have been running Google Ads as well and meta Ads also. So what you want to do is rather than creating fresh campaigns from Start, you just want to import those Google meta Pinterest ads from the other accounts onto your Microsoft platform, so that you can do from here. You can just import the campaigns from other platforms, ads platforms into your Microsoft Ads. Microsoft also gives you an option for reporting. So we'll see this in the coming videos as well. Reporting helps to analyze a lot of our data. Here you can download your data in different formats and then you can analyze it. You can check what is going right, what is not right, and what changes you want to make by doing a lot of data analysis, and that is where reports helps as well. There is also a section for Merchant Center. So we'll talk about this when we come to shopping ads. When you want to create specifically shopping ads for ecommerce brands, then we make use of Microsoft Merchant Center. Billing is going to be where you can see all the billing related transactions related information. I will show you what is your prepaid balance. Okay, you can add funds from here. You can change your payment methods. All that information will be here in the billing section. Apart from that, there is account settings which we can see here and then the different tools, which we can use right from here, you can access any of these drops. That's the overall interface of our Microsoft Ads account, as you can see, which is what everybody will get once they open an account with them. I hope this makes sense. I hope you understand now how the Microsoft Ads interface is going to be and how we are going to go forward and create campaigns on it. Thank you so much guys for listening to this, and I will see you in the next week. 4. SEARCH CAMPAIGN CREATION: Hi, guys. Welcome to this session. In this session, we'll see how we can create a search campaign on the Microsoft Ads account. So let's have a look at this. There are multiple ways of doing so. The first is obviously going to be create option right here where we can select any of these goals and we can start building out a search campaign. That is one way, we can select, let's say we want to generate leads, then it's giving me the option to choose the campaign type as search, search Ads and IN count. That is one way of doing it. The other way of doing it is we can go to campaign section. And here we can create a campaign, start building out a campaign. It will bring us back to the same options. We can opt for this as well. Third option is, if you're not creating the campaign from here, then we can go to the campaign stamp itself, and this is where you get the option again. So three different ways by which we can build out the campaign. So let's begin with that. What we are going to do is we're going to create, let's say, generating leads search campaign. We can start filling in the details over here, giving our website, then the name of the campaign location. Location targeting, you can do different types of location targeting. You can choose the location over here in this manner, and you can target as you can see. This is how we can do our location targeting and then language targeting as well. Maxsot gives you multiple languages to select as well, which you can do in this particular way. These are all the details which we are filling up at the campaign level, and once we have filled up all this information, we can save this and move to the next step. As you can see, the next step is going to be keywords. Now we are in the keyword section where Microsoft will scan your website and based on which it is going to give out some keyword suggestions itself. If you want, you can take those as well. Otherwise, what you can do is you can add your keywords yourself. Once you add your keywords, then again, we can save this and now we are moving to the creating the ad option. This is where we start filling in all the details. The first is this ad which we are creating is the responsive search ad. We have to provide the final URL. Now, final URL is the landing page which is going to open up when people click on our ads. We can give that We can also define the path over here. Path is going to be the subdomain with keywords which you're given to give more clarity around what page users will be taken to. We can add that over here. Then we can start giving our headlines. We can give our headlines over here, you can give because this is going to be a responsive search ad, so you can add more headlines. In this particular manner, we can give the headlines. Similarly, we also have to give the descriptions, descriptions which we can give If you want to add any images, those can also be added. It is going to scan your website and pick some images from there. Otherwise, if you want, you can add images yourself. You can see this is how the ad is going to look like you can see the side view, mobile view as well. Now that we have filled up all the details, we can save this and move to the next part where we can add more assets. Assets are basically different types of extensions which you can create as well. This is not a mandatory step. It's a best practice. If you want, you can skip this as well or else you can add those as well. We'll talk about these as well in the coming sessions where we talk about assets in detail. And then comes finally the budget, which we have to define here. We can give a daily budget, like we spoke about it earlier as well. This is the amount of money which you are willing to spend on this campaign on a per day basis. You can also choose the bid strategy. We'll talk about bidding strategy in the coming videos, so you can choose there are different types of bidding strategies which we can use out here. For lead generation, specifically, we can choose maximize conversions. Now, in order to have maximize conversions first, you need to have conversion tracking setup also done. In our case, right now, we don't have that, we can stay with maximized clicks and later on we can move that to maximize conversions. Once you have the bidding strategy setup, we can save this and we're coming to the summary of the campaign, giving us all the details of the campaign. You can check all of that. If you want to make changes anywhere, you have the edit option given at every level, which you can make use of. Now that everything looks fine, we can make the campaign go live This is the search campaign which we have created now on the Microsoft Ads platform wherein this campaign contains one ad group. This ad group contains our keywords which we added right now if you want to see the ad, then we can see on the left panel ads and extensions where you will find your ad, which is under review. Pending means Microsoft is checking our ads now. They will check our ads, they'll check our keywords, if everything looks fine, then only they will make our ad go live and the campaign will start running. In this manner, we build out our search campaigns on the Microsoft ads platform. I hope this makes sense. You understand the complete process now. Thank you so much guys for listening to this, and I will see you in the next week. 5. Keywords Research, Keyword Selection, Keyword Planner Tool: Hi, is. Welcome to this session. In this session, we'll talk about keyword research, understanding how keyword selection happens on this platform, and then we'll have a look at the keyword Plant tool. So keyword research is going to be a critical part of your campaign creation, specifically in a search campaign scenario. So whenever we are creating a search campaign, we need to add certain keywords in it as well. So keywords are primarily a list of words or phrases which describes our product and services. So how it works is when a user comes on Microsoft Wing and does a search query, the search query matches with our keywords, and that is when our ad gets triggered. The ad is shown to the user. So it becomes super critical for us to have the right set of keywords because if we don't have so, then the search queries will not match with the keywords, and our ads will never trigger. So whenever we are adding keywords to our campaigns, we need to do a proper research work of understanding what type of searches people usually do on Microsoft Wing and then we should be going ahead and adding them. Now, if you look at it in a search campaign, there are no specific number of keywords which we're supposed to add. We ideally look at which are the most relevant keywords and we add them into our campaigns. Now, we also look at certain metrics related to it, which can be their search volume, their competition, all that information which we check, and then we take a decision of selecting our keywords. Now when it comes to keyword selection, few things which we can keep in mind, which is suggested by Microsoft as well is the case that the types of keywords which we are trying to add. There can be three major types. The first one is the one word keywords keywords which has only one word in it. So usually what Microsoft suggests is that one word keywords are mostly generic and very broad in nature and because of which they are not so much recommended to be added in our campaigns. Like for example, let's say, I'm adding a keyword, I sell Nike shoes, so I'm adding a keyword called Nike. Now when I add a keyword Nike, what am I trying to address over here? Am I trying to address Nike the brand or Nike related clothing, accessories, shoes? There is not much clarity with just a single word Nike. So my targeted audience becomes really broad category, which we don't want to do. What we want to do is we need to be specific with our keywords and target a very clear audience which you want to show your ads to. So that's why one word keywords are not so recommended. The second type is two word or three word keywords. For example, buy Nike shoes. When I say buy Nike shoes, then there is clarity. The clarity is around the nature of business is into shoes. We're selling a specific brand which is Nike and we are selling the shoes. We are only in the business of selling shoes. We are not in the business of manufacturing or repairing. Then a two word or a three word keyword gives more clarity of the nature of business, and that's why they are also very specific and mostly recommended by Microsoft to be added. Now, another type of keywords which you can consider are long tail keywords. Long tail keywords are those ones which has more than three words in it, and they can be too specific in nature and most of the time might not be that much in use. However, we are not writing off to long tail keywords. We have to do a proper research on these long tail keywords to see if actually there are searches happening related to it, and then we can take that decision. These are the three types of keywords which you should be keeping in mind when you are adding keywords to your search campaigns. Now, in order to add keywords to our search campaigns, we use this tool called the Keyword Planner tool provided by Microsoft Ads in their platform itself. It is a free tool which is connected to Microsoft Bing and it pulls real time data from there, telling you what kind of searches are happening on Microsoft Bing related to your product and services. It also tells you what is the competition on it, what is the bidding happening on it, you get a lot of information, real time information about the kind of searches happening, and this tool turns out to be a great tool to look at when we are selecting ringing or adding certain keywords to our campaign. So what is recommended is whenever you are planning to add any keywords to your search campaigns, we make use of this keyword planner. So let's have a look at this guys how you can make use of this tool. So once we are inside the Microsoft Ads account, we can go to tools where we can come to keywords, manage keyword and negative keyword list. This will give us an access to the keyword planner tool as you can see here, and we can start with find new keywords, search new keywords for using a phrase or website. Here, we can enter our product name products or services which we are offering, or we can give our website URL over here as well and do the same thing. Let's say I'm giving my website, my product over here. Let's say we are into a business of selling iPhone 16, and then we can ask for getting some suggestions. So now you will see this is how the data will show up where Microsoft is giving us ad group suggestions. What all ad groups can I create around iPhone 16 and keyword suggestions, which is more important for us. The first thing which it does it, it gives you some search volume for the last 12 months. You can see what kind of searches are happening, and this is all data specific to US. You can change this as well if you want to, and you can look at other geographies as well, and you will get to see data for different geographies also. So right now, what we're looking at is US specific information, and now you can see the kind of searches which people do related to iPhone 16. So there is searches like iPhone 16 Prix, iPhone 16, best price, Apple iPhone 16 price, iPhone 16 all models. So these are the kind of searches which are happening. We also get to see the average monthly searches. On an average, how many searches happen for each of these. That we get to see. Then we get to see competition. Competition is how many businesses are using this specific keyword. Microsoft gives you a degree which is high, medium, and low. High means that a large number of companies are using this specific keyword. Low would mean that lesser companies are using it. Then we get to see the suggested bid, which is basically the amount of bid which people are certainly paying for this particular keyword. This gives us an idea about the market benchmark, what should be our ideal bid. So from here now, you can select. You can select your keywords. Let's say you can select in this manner. You select your keyword and then you have an option to add it to your campaign. Very simple process. You can just save it to my account, and it will give you two options. Either you can add it to a new search campaign, or you can add it to an existing search campaign. Let's say I want to add it to an existing search campaign, so I can select that and then I will get the option to select that campaign. Here I can select my campaign and I can save it. Very easily like this, we are able to add the keywords to our campaign. The other option is we can select our keywords and before adding them to any campaign, we want to check their performance, their past performance, and then decide whether we really want to add them to our campaigns or not. For that, we can first select our keywords and add them to look at their estimates. Currently, as you can see, so what what Microsoft will do is it is going to give you some estimates of the past historical performance of these keywords. So what we get to see is that those two keywords, if we add, we might get these many clicks, these many impressions, and this might be the spin. So what you can also do here is you can add your own daily budget and based on that, get some estimates. So this works like you can say, an assimilation tool, which estimates different pricing for us and based on which it gives us some idea about how the performances of these keywords. So now, looking at this, then you can decide whether you want to add these keywords to your campaign or not. So this is how we are going to make use of our keyword Planet tool ideally speaking and use them always. Whenever you're researching on keywords, we are adding keywords to our search campaigns. I hope this makes sense. I hope you understand now how keyword Plant Tool gets used on Microsoft Dance platform. Thank you so much guys for listening to this, and I will see you in the next week. 6. Keyword Match Types: Hi, guys. Welcome to this sessions. In this session, we'll talk about the concept of keyword match types. So we saw in the previous video how we can add keywords to our search campaigns. So along with that, Microsoft gives you another feature which is keyword Match types where we can apply these match types to each of our keywords. So what Microsoft says is that the keyword's job is not only to show our ads to our users, but it can also control the kind of audience to whom we are trying to show these ads. So that you can do so with the help of keyword match types. When you apply these types of match types, you're able to target specific kind of users on the Microsoft network. So there are three major types of match types which you get here, which is broad match, phrase match, and exact match. Let's have a look at how they actually works. If you look at it, let's say a broad match, you have added a keyword in your campaign, which is a keyword, which is Nike Shu. How it's going to work is that when user comes to Microsoft Bink and searches for that keyword or plural version of that keyword or a misspelling of a keyword or synonyms and variations of that keyword, there are chances that the ad can be triggered to all these kind of users. Why is it happening? Because the keyword has been kept as a broad match. As you can understand, it's a broad match, which means it is targeting a broad audience. That is why all these kind of users can get targeted and shown ads too, because of this particular type of match type. But now think about the same keyword in a phrase match scenario. When a keyword is in a phrase match, this is what Microsoft says what it does. It says that when a keyword is in Phase match, what it basically means is it will trigger the ad when people are searching, when users are searching with something written before the keyword or after the keyword or in between the keyword. Only then the ad will get triggered to them. The keyword is a part of their search quill. Like, in this case, our keyword is Niki Shu, which is a phrase match, and it will only trigger when people search with, let's say, buy Nikisho sale Nike shoe, Nikesho discount, Nike is the best shoe. What's happening here is it will only trigger in search queries where Nike Ho is a part of that search quill. In other search queries, it will not. If somebody now searches for, let's say, slippers, the ad will not trigger because it does not follow this condition of Phase Match. This is how we're able to filter out the audience and get more targeted with Phase match time. The third one is going to be exact match where as you can understand by the name itself, let's say our keyword is Nike shoe which we have kept as an exact match. How it's going to work is that only when people search for the exact match of your keyword, which is they also search Nike shoe or they search Nike shoes or they search something which has the same meaning as your keyword. For example, Nike shoe or shoes of Nike means the same thing. So in such a case only then the ad will trigger. So this is how the exact match is going to target, which is a much more targeted specific audience. If you see as we move from broad to phrase to exact, you can see the audience is shrinking. In the broad, we were targeting various kinds of users. Then came phase where it filtered out the synonyms and variations and then came exact where we have all the more target and made it very specific to a specific kind of audience whom we want to show our ads. This is how match types really help. And what is suggested by Microsoft is that we should be using most of the time, phrase match, and exact match for the same reason that they target very specific audience, and it is much more economical and better ROI which we get from these two match types. Let's see this on the platform as well, how you can apply them. So once you are inside your campaign, so let's have a look at the campaign which we built out This is the campaign which we had built out. Once you go inside the campaign and we go to the keyword section, that is where you can apply match types to every keyword. Every keyword can have one specific match type. You can see this is a mas type column which is by default on broad and you can now change that. In this simple manner, you can select the mash type whichever you want and manually one by one, you can go ahead and change the mash types as per your requirement. I hope this makes sense. I hope you understand now how match types works and how you can make use of them in your search campaigns. Thank you so much guys for listening to this, and I will see you in the next video. 7. Negative Keywords, Negative Keyword Lists: Hi, guys. Welcome to this session. In this session, we'll talk about negative keywords and negative keyword list. So negative keywords is another feature which you can use over here, which is really useful in terms of when we are running search campaigns. So how it works is negative keywords are going to be those words which we add in our search campaigns to filter out irrelevant search queries. So when people search for our business, it is important that most of the search queries which are happening might not be relevant to our business. So we want to filter out any kind of irrelevant searches which are happening related to our business. That way, what you're trying to do is you're blocking your ads from showing up in front of irrelevant searches on Google on Microsoft Bin. So because of which, what happens is now you are targeted towards much more relevant audience. Let's take a practical example to understand what we are trying to achieve out here. So let's say our business is into selling Nike shoes. So we have now related to Nike shoes, when people come on Microsoft Bink and when they search for Nike is it the case that they're only searching for Nike shoes? Not really. People can come on Microsoft Bink and they can search for reviews on Nike shoes. Comparison of Nike shoes. Okay? How to make a Nike shoe. Repairing a shoe. So there can be a lot of irrelevant search queries which might be happening on Microsoft wing related to our product. Are the users who are searching these? Are these going to be our ideal customers? Not really. What we want to do is we want to add such kind of search queries into our campaigns as negative keywords, and we tell Microsoft that when these searches happen, please don't show our ad. So what happens is our ads gets completely blocked whenever such kind of search queries are happening and we are able to not target irrelevant audience. The benefits of negative keywords are immense. First is, it is going to obviously reduce your ad spend. It's going to control your ad spend. It will not let your ads appear in front of irrelevant users, so you will not get irrelevant clicks and it will control the ad spent. Second, it is going to improve your, your clickthrough rate because now since your ads are limited to the targeted audience only, you will get more better CTR high quality traffic will come to your website. Third, you can also reduce and control your cost per conversion. On an average, whatever money you're spending on every sale or lead, you can control that spend by adding a lot of negatives because it is going to cut down your ad spend tremendous. This is how negative keywords are going to work for us. The other aspect of it is negative keyword list. Negative keyword list is basically you can go ahead and add a list of negative keywords at an account level, and this will then can be applied to all the campaigns under that account. This also really helps at times, rather than adding negative keywords in each campaign one after the other, in the future, also, if you're planning to create campaigns, you might have to repeat that process rather than doing that, you add the negative keywords at an account level and automatically apply they get applied on the campaigns under that account. So let's see this guys on the platform, how you can do it. So once you are on the account, you can go inside the campaign and we go specifically to the keyword section. And right beside the keywords, you can see negative keywords, negative keyword list right here. We can add negative keywords from here in this manner one by one. We can add a negative keywords, and these keywords behave in the same manner like our normal keywords where you can apply match types to them. You can apply exact match negative keyword or a phrase match negative keyword can be done as well. This is the negative keywords we have added. And the keyword list also, you can create over here. You can create a negative keyword list absolutely from here and then you can use that also. This is how negative keywords are going to be useful for us and you can use them going forward to make your campaign much more effective, economical, and the performance also, you can improve with the help of it. I hope this makes sense. You understand now how negative keywords work. Thank you so much guys for listening to this, and I will see you in the next video. 8. Search Terms: Hi, guys. Welcome to this session. So in this session, we'll talk about another feature which is search terms. So search terms are basically a list of search queries which Microsoft also records, which is basically triggering your ads. So here in search terms, you'll get to see all the searches which are happening, which is triggering your ads and showing up to our users. So this turns out to be really useful data because this gives you a real life idea about what really people are searching because of which your ad is showing up to them. Once you get to know this, you will get more ideas about new keywords which you can add to your campaigns. It makes sense for us to always keep a close watch on our search terms report. The search terms report will tell us about new keyword ideas, which can be added as a keyword or as a negative keyword as well. There can be some search terms which are totally irrelevant and unfortunately that is triggering your ad, so you can identify them here and you will be able to add them as negative keywords going forward. Let's have a look at it, how you can make use of the search terms report. So once you're inside your Microsoft As account, you can go inside your campaign. And we can go to the keyword section where right beside negative keyword list, you have search terms. This is where it will show up. It will show you in this particular first column where you search term. You will see all the search queries which are happening, which is going to trigger your ads. So you'll get to see it here, and then you will also get an option to select any of those search terms which are relevant and add them as keywords, and the search terms which are not relevant, you can add them as negative keywords. This is another source of getting better keyword ideas for our search camps. I hope this makes sense. I hope you understand what our search terms and how this data really helps us to improve our campaigns performance. Thank you so much guys for listening to this, and I will see you in the next video. 9. Microsoft Ads Formats Overview: Hi, guys. Welcome to this session. In this session, we'll talk about the different types of Microsoft ads which we can create inside the platform. The first one is going to be responsive search ads. Responsive search ads are going to be textual ads where we can add 15 headlines and four descriptions. Now, out of these 15 headlines, any three headlines appear on the ad, and out of the four descriptions, any two shows up on the ad. What Microsoft does is they rotate our headlines and descriptions to select the best ones and show them on the ad so that the ad looks new all the time. Now, you also get a feature here where you can pin or fix the headlines and descriptions which are performing really well. Once you start running your ads, you can also see which headlines, which descriptions are coming up on the ad more number of times and which connects better with your audience. Now you can pin them. Pinning them or fixing them will not make them rotate anymore and they will remain fixed on the ad while the other headlines and descriptions will rotate. That's the first ad format which is responsive search ads, which we can create here. The second one is going to be product ads. Product ads are basically ones where we can show an image of the product, price of the product, website name, as you can see in here. These are really good for product based companies, b2c, d2c businesses, majorly E Commerce businesses who are selling products online. They benefit a lot by running product ads because you can show the image, you can give a description, you can give the price of the product. So there are higher chances of people purchasing. If they like the product and they like the price, there are more chances they might click on it and come to the website and do the purchase. These ads works really well for ecommerce brands, b2c brands, b2c brands like Amazon, flip card, these companies benefit a lot from products. The other one which we get here is dynamic search Ads. So dynamic search ads is a type where it's again a textual ad. However, here, you only provide the description of the ad yourself, whereas the headline is dynamically generated by the Microsoft algorithm. The algorithm looks at what is the search done by the user, and what is your website all about? Based on these two factors, it customizes the headline. It generates a headline as per the user search query and your website's content. And because of which, in such a ad, the headline keeps on changing dynamically while the description remains the same. Also in the Microsoft Ads, you can create audience ads, which are also display ads, you can see, where you can provide images. These can also contain video content. They can be of different sizes, showing up on the Microsoft audience network specifically. The primary objective of running audience ads is to to brand awareness, bring traffic and potential sales as well, eventually. There's also one new type of ad which Microsoft launched, which is vertical ads, which are powered by dynamic data feeds to generate ads with high quality placements. So here, there is no requirement of any keywords for running these ads. The Microsoft AI dynamically generates these personalized ads yielding more volume, better CTR, and lower cost per click as. Then there is also multimedia ads. Multimedia ads are going to be high on visual imagery, high quality images, which we can give multiple images we can provide to generate better traffic and sales to the website. They tend to capture our potential customers attention because of the quality of the image which we are using in this ad. These are going to be the different types of ads, formats or ad types we get to create inside the Microsoft Ads account. 10. Responsive Search Ad: Hi, Ay. Welcome to this session. In this session, we'll see how we can create a responsive search ad inside the Microsoft Dans account. Once we log into our account, we can select a campaign in which we want to create this ad so we can get inside that campaign. Once we are inside the ad group, we can go to the ads and extensions on the left panel where we can create this ad. As you can see now, you can select the ad type, the type is going to be responsive search ad, and then we can start filling in the details. The first thing that you're going to fill in is going to be the final URL, the landing page where people would land once they click on our Ads. Then if you want, you can give the mobile URL also to be the same you also have an option to provide path, which is basically subdomains. You can give some subdomains which can show up in the ad as well. So let's say this is for registration page, so we can write in this particular manner. Also what Microsoft has done is they have integrated with AI. So with the help of which you can also generate get some recommendations regarding some of the headlines. Here they copulating the headlines, so we can write up to 15 headlines and you can have four descriptions in your responsive search ad. So let's have a look at that, how we can do that. Here you can go ahead and put in the additional headlines We can add in this particular manner. They are also going to look at your website and based on which you give some suggestions, so you can take those suggestions and add more headlines. Then in the same manner, they have also given you suggestions for your description, which you can consider adding. These are going to be the details which you're going to fill up, and now you can see this is how the ad is going to look like on Microsoft Bink you also get an option to add some images if you want to do so. This is specifically for image extensions wherein the image will show right beside the text ad. These are the details which we are going to fill up and then we can go ahead and save the ad. If you look at specifically, responsive search ads are going to be very effective in terms of driving sales and leads for the business. This is how we're going to fill in the details and you can save so this is now our responsive search ad which we have created inside this specific search campaign in Microsoft Ads account. I hope this makes sense. You understand how this is going to work. This has gone under review and once Microsoft approves this ad, only then the ad can start running. Thank you so much guys for listening to this, and I will see you in the next week. 11. App Install Ad: Hi, guys. Welcome to this session. In this session, we'll see how we can create the app install ad inside the Microsoft Ads account. Let's have a look at this. For this, we can select the campaign in which we want to create this ad, and then we'll get inside the ad group as well. After which we are going to get into the ad section where we can start creating this ad. Once we start creating a new ad, Microsoft will ask you to choose the ad type, so we're going to choose app Install ad. This is where we are going to attach the mobile app. It gives you two options. If you have your app registered on Google Play store or Apple App store, you can choose the app store, and then you can give the name of your app. You can select the app, and this is how it will get linked to the advertisement and now you can give the ad title. In this manner, you can also choose device preferences. If you want this because it's an app, you would want it to appear more on mobile devices. You can do that and then you can give the final RL is automatically taken once you attach the app and you can save the app. So this is going to be the app Install ad which we have now created. How it's going to work is when people search for this kind of a service, they will get to see our ad, and when they click on it, they are taken to Google Play Store, where they can install this apps. I hope this makes sense. I hope you understand now how we can create the app Install ad as well inside the Microsoft Lance account. Thank you so much, guys, for listening to this, and I will see you in the next. 12. Multimedia Ad: Hi, guys. Welcome to this session. In this session, we'll talk about how we can create the multimedia ad inside our Microsoft Ans account. Let's have a look at this, support this. We are going to first select the campaign. In which we are going to create the ad. We can go inside the ad group to the ad section specifically to create this particular ad type. As you can see now, when you start creating the ad, it will ask you to choose the ad type, so we're going to choose MultipD add This is where you can add the graphics, the specific images which you want to use. Here you can give your website URL. Then Microsoft is also linked to AI so they can generate some images as well for us, which you can consider adding. Let's say we can take those from here. Other than that, there are a lot of stock images as well, which we can consider selecting and adding as well. Now we have attached the images over here as you can see. If you want, you can also attach the logo of the business from here. These are all the different types which we are getting created, as you can see over here. Then we can provide the headlines. This is where we can provide all our headlines and the descriptions which we want to provide and we can add some more examples The more headlines and descriptions we can give the better it is because that is going to increase the chances of people clicking on our ads. You can see now that we have gone ahead and create added all the information and this is the multimedia ad, which is getting created right here in this particular manner. Once you have the images and details provided, then we can save the ad. This is the ad guys, which has been created now, and this is under review, as you can see, Once Microsoft goes ahead and approves this ad, only then the campaign can go live, the ad can go live, it can start running. I hope this makes sense. I hope you understand now how very easily we can build a multimedia ad as well inside the Microsoft As account. Thank you so much guys for listening to this, and I will see you in the next video. 13. Microsoft Ads Extensions Overview: Hi, ais. Welcome to this session. In this session, we'll talk about the different types of ad extensions which we can create inside the Microsoft Apps account. The first one is going to be location extensions. Location extensions are the one where we can provide the address of our business location under our ad. Now people get to see that physical location, and now if they click on it, they go to Google Maps, where they can find the complete direction to reach our business location. That's your location extension which we can create here. The second one is going to be call extensions where we provide the business phone number under the ad. Now when people see our ad, they also get to see our business phone number, and they have an option to click on it and make a call to us. They don't have to click on our ad, come visit our website and then search for our number to make a call. You can straightaway click on this and make the call to us. Another one which we get here is call out extensions. Call out extensions are the ones where we calling out some special services which we provide to our customers under the ad. It might say free day shipping, same day shipping, free shipping, 24 by seven customer service, price matching, all these can be call outs which we can mention under our ad. There is also structured Snippet extension, which is primarily another type where we talk about we showcase divide variety of the products and services we have in our business to offer. So this can be like you can see in this example, uh, it's an ad about band sunglasses and we are talking about the different styles of band sunglasses we have to offer. So there is aviator, wayfarer, club master, round and customer. Then there is cycling extensions, guys, cycling extensions are going to be a type where we can show four to six links or links from our own website under the ad. Now you can drive people to different sections of your website. For example, in this particular ad, you can see it's a Nike Shoes ad. Here we are given four links. Let's say there is a specific user who is particularly interested in buying Nike Pegasus 32 shoe. In such a case, you can click on this link and reach that particular section of the page. Check out the product and possibly purchase. You wouldn't have to come to the main website, search for Nike Pegs 32 and then do the purchase. There is also going to be another extension which is action extensions. Action extensions are where we are adding a clickable button in our text specifically as simple as that, which allow us to do different stuff. So we can add a browse button which will allow them to browse through our website and so on and so forth. We can create this kind of an extension as well, which will show up right beside the text. Also we can create review extensions. Review extensions are where people provide reviews about our products or services which we are giving, and those reviews can show up under your ad. So these reviews are coming from third party sources, which we will then put up over here to influence, other people to do business with us. Then there is video extensions, guys. Video extensions are going to be one where we are showing a video clip. You can say a video of our product services, brand messages can show up right beside the text ad, and this can give a better user engagement as well because we get to explain our business in a much effective manner. You can also create something we call filter link extensions. If you have multiple products, services or offerings that have dedicated pages on your website, then you can create this filter link extension, which allows you to surface those links directly into your search Aide. Here you can see, you can give a different kind of headers, this is going to be a ad about Mother's Day gift sale. And now you are talking about different types of prices, deals, flowers which you're selling. So all those can show up like this and which are all clickable in nature. When people click on this, they are taken to those specific sections of the website. Also, we can create price extensions. Price extensions is a type where we can provide prices for other products which we have to sell under our ad. Let's say we are selling a specific specific product, and now you want to show prices for other products also there in your t. So those can be shown here under the ad. You can also create promotion extensions. So promotion extensions, as you can understand by the word, uh, we are going to use this extension when you have some discounts to offer. Now, discounts can be of two types. One is monetary discount, other one is percentage discount, whichever type of discount you might give on your website can be shown under the ad with the help of promotion extensions. That can drive a lot of traffic to the website. Okay, these are applicable in nature. They can click on this to visit the website and avail the discount. Then there is app extension. App extension is where we can provide the link of our mobile app under the ad. When people see our ad, they also get to see the mobile app link, and if they click on it, they are taken to the Google Play Store or IOS app store and they can install download the app from there. This extensions primary objective is to drive a lot of app installation. Also we have the image extension where you can attach the image of your product right beside the ad. Now on the search engine, when people search, they will not only see the ad, but right beside that, they can see an image of the product which give a better understanding of the product to them and higher chances of people clicking on it and visiting our website. Then there is flyer extension. Flyer extensions can improve the ad visibility and performance by highlighting your business products, deals and sales events. They allow you to showcase images of your chosen products and promotions, providing shoppers with more information before they buy. Then there is logo extension. Logo extensions are the one where we can attach the logo brand of our company right on top of the ad along with the ad so that the ad looks much more branded, authentic, genuine enough, and there are higher chances of people clicking on it and visiting our website. These are all the different types of extensions which we can now create on our Microsoft Ads account. I hope this makes sense. Thank you so much guys for listening to this, and I will see you in the next video. 14. Action Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create an action extension inside the Microsoft Ads account. So for this, we can go inside the account and we can select a campaign in which we want to create this extension, and then we can go to ads and extensions. In ads and extensions, right beside ads, we can see the extension section, and this is where we can create it. So the first thing which we're going to do is we're going to select action extensions. And then we can create that. Here you can see it gives an option for adding a new action extension. You can set the language of it, and then you can choose the action text. Any of these which you can select. Let's say you're looking for sign up. Then we can give our website UR. Like this, we can fill up all the details, the final URL, mobile URL as well and we can save that. This is going to be our action extension which we have now created, which we can make use of. I hope this makes sense. You understand now how to build it out on the platform. Thank you so much guys for listening to this and I will see you in the next video. 15. App Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create an app extension inside the Microsoft An's account. So for doing this, we can go inside the account and select a campaign first in which we want to create this extension, and then we can go to the ads and extension section on the left panel where we can go to the extensions tab specifically. This is where we can select the extension type app extension. And then we can create them. As you can see here, it allows you to add a new app extension. You can choose first your operating system. Let's say that's Android, then you can give the package name. Let's say we're doing this one. Then we can give a link text, what will appear on the app specifically, what instructions we want to give our users. We can also give the device preference, and then finally, we can give our app measurement URL, the app URL, which is where people would land once they click on this extension. So we can provide that and then we can create it. In this manner, an app extension can be created which can drive traffic to our app store, let's say, a Google Play Store or IOS app store from where people can download our app. I hope this makes sense. Thank you so much guys for listening to this, and I will see you in the next week. 16. Call Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create a call extension inside the Microsoft Ads account. Once we log into our account, we can go into the campaign in which we want to create this extension and then we can go to the left panel in ads and extension section. Now here right beside ads, we can see extensions. This is where first, we select the extension type, which is going to be call extensions. Then we can create one. This is where you can see it allows us to add a new call extension. We can choose the country. Then we can provide the number over here. We can choose between this, show just the phone number or show both my website and phone number. We can choose the second one and we can save it. This is how we will be able to create a call extension inside the Microsoft Ads account. 17. Callout Extensions: Hi, guys. Welcome to this session. So in this session, we'll see how we can create a call out extension inside the Microsoft Ads account. So for doing this, we can get inside the account and we can select the campaign in which we want to create this extension. And then we'll come to the ads and extension section on the left panel. And where just beside ads, we can come to extensions. Here, we can select the extension type first, which is callout and then we can click on plus Create to create a new call out extension. So you can see over here so we can save in this manner, we can create free shipping. And then we can save that. So this is our call out extension created in this manner, very simple way by which you can create this and start using it with your ads. 18. Filter Link Extensions: Yes. Welcome to this session. In this session, we'll see how we can create a filter link extension inside the Microsoft Ads account. Once we log into our account, we can select the campaign in which we want to create this extension, and then we can come to the ads and extensions section where we can go to extensions right beside ads. This is where we can select the extension type first, which is filter link extension. Now with the plus Create button, we can create a new one. This is where you can see we can add a new filter link extension. We can choose the header first. Let's say there is amenities, and then we can give all the information in values. This is how we can create a filter link extension. This is how it is going to appear under the ad now. I hope this makes sense. You understand now how filter link extensions can be created inside a Microsoft Ad scan. 19. Image Extensions: Hi, guys. Welcome to this session. So in this session, we'll see how we can create image extension inside the Microsoft Ads account. So in order to create this extension, we can go inside the account and first select the campaign. And now, once we are inside the campaign, we can go to the ads and extension section on the left panel. And right beside ads, we can come to extensions. This is where we can select the extension type first, which is going to be image extensions, and then we can create it. So here you can see it allows us to create new image extension. We can start giving all the information. Okay? So here we can say, let's say online business. Then you can give your final URL mobile URL as well. Then we can add the image. This is where you can add your image. Once you add the image, this is how it is going to be. It will take different sizes, and then we can save it. This is the image extension which we have created, which we can save now and we can apply this. This will show up along with our responsive search ads right beside that. I hope this makes sense. You understand now how image extensions can be created as well. Thank you so much guys for listening to this and I will see you in the next week. 20. Location Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create a location extension inside the Microsoft At account. So once we log into our account, we can select a campaign in which we want to create this extension, and then we can come to the ads and extensions tab on the left panel. And right beside ads, we have extensions from where we can create it. The first thing we are going to do is we're going to select the extension type, which is location extensions, and then we can create it. So here you get the option to add a new location extension, and we can start filling in all the details like a business name, business phone number, country and address as well. Once you fill up all the details, then you can save this as well. This is the location extension which we have created now, which we can save. You can see this is how our location extension gets created, which can now show off with our ads under the ads. 21. Price Extensions: His welcome to this session. In this session, we'll see how we can create the price extensions inside our Microsoft Ads account. Once we log into our account, we can select the campaign in which we want to create this extension, and then we can come to the ads in extensions tab on the left panel, and right beside ads we have extensions. Here we can come and select the extension type first, which is price extensions. Now you can create with the plus Create button. As you can see, it allows you to add a new price extension and we can start with giving all the information here. The first is language. We can choose the language, let's say English. We can choose the type of information. Let's say we're talking about brands and now you can start giving the retails let's say in this manner. You can also choose the currency over here and you can give the URL as well. In this way, we can give all the information. Once you give the information for the price extension, then we can save it. We will have to provide multiple of these and then only it is going to work out, so we have to provide more products details. Now, you can see we have created the price extension in this manner, and this is what is going to appear under the ad now. When people see our ad, they'll get to see the prices for other products as well. And if they're interested, they can click on it and visit our pages. M. 22. Promotion Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create a promotion extension inside the Microsoft Ads account. For this, once we log into our account, we can select the campaign in which we want to create this extension, and then we can go to the ads and extension section on the left panel. This is where right beside ads, we can come to extensions where we can select the extension type. We are going to create promotion extensions and then you can click on plus Create to create a new promotion extension from here. As you can see, we have to fill in all the details now. So the first is occasion. So since it's a promotion, so let's say it's for boxing day, and then you can choose the language currency, you can also choose the time period because it's a promotion which is not going to happen throughout. So it is certain periods, let's say 21st, 30th, April, choose we can give the name of the item. Then we can give our website ARL. Now, the promotion can be of two types, monetary discount or a percentage discount. Let's say we're giving a percentage discount so we can define how much percentage. Then we can also put a condition that this discount is active, is valid for orders, let's say, of a certain value. And we can create this specific promotion extension. Now you can see this is how the promotion extension is going to look like under the ad and you can save this. In this manner, we can create a promotion extension inside our Microsoft answer. 23. Review Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create a review extension inside the Microsoft ATS account. Once we log into the account, we can select a campaign in which we want to create this extension and once we go inside the campaign, we can come to the ads and extensiontab on the left panel. This is where right beside ads, we get to see extensions. Here we can select the extension type, which is going to be review extensions. And then we can start creating it. Here you can see as you can add a new review extension from here. The first thing which we can provide over here is the review text. Let's say we can say in this particular manner. Then we can provide the source. So we can give the source of the review as well. Finally, what we need to also provide is our source URL where people can verify, where Microsoft can verify this information. Once we provide all this information, then we can save this extension, as you can see in this manner. Now the review extension has been created, which will show up under our ads. I hope this makes sense. You understand now how review extensions are created. Thank you so much guys for listening to this and I will see you in the next video. 24. Sitelink Extensions: Hi, guys. Welcome to this session. In this session, we'll see how we can create a cycling extension inside the Microsoft Labs account. So once we log into our account, we can come to the campaigns in which we want to create this extension so we can go inside that campaign. And then we can go to the ads and extensiontab on the left pan. Now here, right beside ads, we can come to extensions where we can select the type of extension, which is cycling extension, and then we can click on Plus Create. This is where we can add new cycling extensions. We can start giving the information required. So the first is link text, so we can give the details, let's say, in this manner, description as well if you want to give, which is optional, which is not mandatory. Then you can also choose device preferences and you can give your final URL right here. This is a cycling extension will get created, which is clickable in nature, and this will show up under our ads. When people see this and if they click on it, they are taken to the particular section to this particular section of the website. I hope this makes sense. You understand now how cycling extensions can be created from our Microsoft answer. 25. Structured Snippet Extensions: Hi, guys. Welcome to the sessions. In this session, we'll see how we can create a structured Snippet extension inside our Microsoft Ads account. So once we log into our account, we can first select the campaign in which we want to create this extension. And then we can go to the ads and extensions tab on the left panel. Now here right beside ads, we can come to extensions where we can create this. So for that, we first select the extension type, which is structured snippet extensions, and now you can click on plus Create to create a new one. This is where we can add a new structured snippet extension, and now we start filling in the details. So the first is going to be header where we can choose the language and then choose a header. So let's say we're talking about forces, so we can choose that and now we can give the values over here. Like this, we can add our values and then we can go ahead and separate. This is how our structured Snippet extensions will get created, which you can then use under your ads. 26. Video Extensions: Hi, guys. Welcome to the sessions. In this session, we'll see how we can create a video extension inside the Microsoft Ads account. For this, we can go inside our account and first we select the campaign in which we want to create this. Then we can go to the ads and extensions tab where right beside ads, we can come to extensions, and this is where we can select the extension type first, which is the video extensions. Now we can click on plus Create button to create one. Here you can see, we can add a new video extension. We can start filling in the details. In this manner, we can give the video source. Let's say it's a file, so we can choose the file and attach over here. Then we can give the text. We can also give the display text, the text will be displayed. Action text we can say over here, sign up. Then we can give website RL. When people will click on that, this is where they will be reaching out to. In this manner, we can give our action final URL and the mobile URL as well. These are all the details which we are going to fill up out here and then we can save this and this will be the video extension which we have created, which will start showing up along with our ads. I hope this makes sense. I hope you understand now how Video extensions can be created inside our Microsoft Ads campaigns. 27. Flyer Extensions: Welcome to this session. In this session, we'll see how we can create a flier extension inside the Microsoft Ads account. Once we log into our account, we can select the campaign guys in which we want to create the flier extension, and then we can go to the ads and extensions tab where we can go to extensions, which is right beside ads. This is where we can select the extension type first, which is flier extensions, and now we can create one. As you can see, over here, we can add the new flier extension. You give it a name. And we can upload the flyer image. Then we can provide our website URL in this manner. Description is optional. If you want to provide, you can do that, and then you can also give a time period for which this particular flier will be applicable. You can also give the store ID if you want to give that and then you can save it. This is our flier extension which has been now created, which will show along with our Microsoft Apps. 28. Logo Extensions: Hi, guys. Welcome to the sessions. In this session, we'll see how we can create a logo extension inside the Microsoft As count. For this, we can log into our account and then we can select the campaign in which we want to create this extension, and then we can go to the ads and extensions tab on the left panel. Here, right beside ads, we can come to extensions where we can select the extension type first. This is going to be logo extensions, and then you can create one. As you can see here, we can create a new logo extension. The first thing which we'll have to provide is our business logo. And then we can give our business name as well. Then our domain. This is our logo extension which we have now created, which can show up along with our ads. 29. Bidding Strategies: Hi, guys. Welcome to this session. In this session, we'll talk about the different types of bidding strategies which you get to apply on Microsoft Ads account. The first one is going to be maximize clicks. This is an automated bidding strategy which helps to get you as many clicks as possible on your ads, which converts into traffic for your website. This bidding strategy works in a fashion wherein we'll try to show the ads in such auctions where the probability to win it and get a click is very high. That's the maximize clicks bidding strategy which you can use when your business objective is traffic. Another one is going to be maximize conversions. This is another automated bidding strategy where the focus of this bidding strategy is going to be on conversions or sales or lead generation. So when you are a new business and you're trying to generate a lot many sales, that is when maximize conversions gets used. So it is going to target your audiences in such a manner where the probability to get a sale is going to be extremely high. Also there is targets bidding strategy. This is a bidding strategy which we use when we want to improve the ad position. Let's say our ad is appearing at the bottom of the page and you want it to appear on top of the page as the first ad on the page. That is when we can use this automated bidding strategy, target impression share, where it will try to improve the impression share, the current impression share of your ad. There is also something we call as target CPA bidding cost for acquisition bidding, which is an automated bidding strategy which you can use. This is a bidding strategy in which we set a certain cost at which we would like to generate our conversions. This is a far advanced bidding strategy which comes into picture much later into the business when you are getting significant amount of conversions, but now you are thinking about how you can optimize the cost to generate these conversions. You want to reduce your ad spend as much as you can, but generate a significant number of conversions within that amount. That is when we use target CPA. It focuses on two things. One, it will try to generate as many conversions as possible and on the other hand, it will try to limit the cost. I'll try to cut down on the ad spend as much as it can. Then there is target ROS, which is return on and spend. This is another automated bidding strategy which is focusing on revenue. When you are running campaigns which are on revenue focused and you're trying to sell products to generate maximum revenue, that is when we can use this bidding strategy in this bidding strategy, you give a revenue target to the campaign. Focus the purpose of this bidding strategy would be to achieve that specific revenue target by selling high revenue products, high ticket products. Also, Microsoft offers you another bidding strategy, which is enhanced CPC or E CPC, which is a hybrid between manual and automated bidding. So here you get to set the bids on your keywords. However, Microsoft fluctuates your bids based on their performance. For the high performing keywords, it can increase the bids up to double the amount, and for the low performing keywords, it decreases the bids. By just adjusting your bits automatically, this bidding strategy tries to generate more conversions and conversion value. So these are going to be another type of different types of bidding strategies. Then there is CPM bidding as well, which is cost per Hus impressions bidding. So this is a bidding type which we use mostly for branding awareness purposes, where you pay a cost for showing your ads every 1,000 times. So now you are only paying for showing the ads, and that's primarily when our focus is on brand awareness. You want to reach out to as many people as possible and make them aware about your Microsoft also offers you another bidding strategy, which is CPV bidding, manual CPV bidding, which is cost per view bidding, which is a bidding strategy used on video ads. When you're running video ads, you use this bidding strategy and it is a cost which you set to pay for every view you get on your Video add. You're paying for every view or a click which happens on your Video app. So these are going to be all the different types of bidding strategies which Microsoft offers you on the platform. In the coming videos, I'll show you practically as well, how you can set it up on every campaign on different campaigns in the Microsoft Ax account. Thank you so much guys for listening to this, and I will see you in the next video. 30. Maximize Clicks: Hi, hi. Welcome to this session. So in this session, we'll see how we can apply the Maximize clicks bidding strategy on a campaign inside our Microsoft Ads account. So once we log into account, we can select the campaign in which we want to apply this bidding strategy. We go inside the campaign and we can go to the campaign settings page. As you can see, currently, the bidding strategy of this campaign is on enhanced EPC. We will change this to maximize clicks. So for doing so, we can go to the settings of this campaign. And now we can go to the bidding strategy specifically. As you can see, right now, which is on enhanced CPC, we can move this to maximize clicks. When you do that, it also gives you an option to set a maximum CPC bid limit, which is basically a limit which you're putting on the CPC on the cost per click and you're telling Microsoft that they can bid whatever they feel like, but up till a certain limit. If you set a bit like this, say, I'm putting it as ten INR, which basically means Microsoft can bid whatever they feel like up to ten INR. This is the upper cap which you can set and then you can save this. In this manner, we are able to set up maximize clicks bidding strategy on a campaign. 31. Maximize Conversions: Hi, guys. Welcome to this session. In this session, we'll see how we can apply Maximize conversions bidding strategy on a campaign in our Microsoft ans account. Once we are in the account, we can select the campaign on which we want to apply this bidding strategy and we can enter that campaign, and then we can go to the campaign settings. In campaign settings, specifically, we will go to the bidding section. In the bid strategy from the dropdown, we can select Maximize conversions, automated bidding. Once we select this, you also get an option to set a maximum CPC bid limit if you want to, which is basically a cap which you're setting on it wherein it limits the amount of money Microsoft can bid for every claim. We can set that and then we can come to the bottom of the page and save this. This is how a maximize conversion bidding strategy can be applied on a campaign. 32. Target Impression Share: Hi, yes. Welcome to this session. In this session, we'll see how we can apply the target impression share bidding strategy on a campaign inside our Microsoft Ads account. So once we log into our account, we can select a campaign first in which we want to apply this bidding strategy. And then we can come to the setting stage of this campaign and in the bidding strategy section, we can select target impression share. Now, as you can see, with target impression share, you also have an option to decide where you want your ads to appear, so you can choose between anywhere on the page, top of page or absolute top of page. Let's say we want to do top of page, and then we can give our target and how much impression share we want to reach to. Let's say we are sitting at 15% and we want to be at 75%, so we can give the target in this man. Also, we can set the maximum CPC bid limit, which is the upper cap of how much we would want Microsoft to charge us for maximum for every claim. That we can also set up over here and then we can save this particular setting. This is how we are going to set up a target CPA targetimpression share bidding on a campaign inside our Microsoft Apps. 33. Target CPA: Hi, is. Welcome to this session. In this session, we'll see how we can apply the target CPA bidding strategy on a campaign inside our Microsoft AS account. So once we log into our account, we can select the campaign in which we want to apply this bidding strategy, and then we go to the settings of this campaign. In campaign settings, we will specifically go to bid strategy, and from the dropdown, we can select target CPA automated bidding, set target CPA cost per acquisition. Once we select this, we can also provide the CPA, which we would like Microsoft to charge us. This is going to be the average amount of money which Microsoft will try to charge us for every sale or lead generation. In this, we can also set the maximum CPC bid limit, which is basically a upper cap which you're setting, which allows Microsoft to charge us for every click up to this amount. When we say ten rupees, which we basically mean that Microsoft can bid whatever they feel like up to ten rupees per clip. This is how we can go ahead and set up a target CPA bidding on a campaign inside our Microsoft ansaom 34. Target ROAS: Hi, welcome to this session. In this session, we'll see how we can set up target ROS bidding strategy on a campaign inside our Microsoft Ads account. Once we log into our account, we can select the campaign in which we want to apply this bidding strategy, and then we can come to the settings of this campaign. In campaign settings, we are going to specifically go to bid strategy, and in this dropdown, we can select target ROS automated bidding, set target ROS return on Adspen. This is what is going to give us the option for setting up the ROS. Let's say we can give our ROS in this particular manner. And then we can also set the maximum CPC bid limit, which basically a bit limit which you're setting that how much maximum can Microsoft charge you for every click? We can set that up as well. Then we can save this. This is how we are able to set up our target ROS bidding strategy on any campaign inside our Microsoft Dancer. I hope this makes sense. Thank you so much guys for listening to this, and I will see you in the next meeting. 35. Enhanced CPC: Hi, welcome to this session. In this session, we'll see how we can apply the enhanced IPC bidding strategy on a campaign inside our Microsoft Ads account. Once we log into our account and we select our campaign, we can go to the campaign settings page. And in the campaign settings, we can specifically go to the bidding strategy section where in the drop down we can select enhanced CPC adjust my bid to get more conversions. Now this is going to be the enhanced CPC bidding strategy which we have selected for this campaign. Then we can just save this and in this manner, enhanced CPC bidding strategy can be applied on a campaign inside a Microsolaa. 36. Audience Network Overview: Hi, guys. Welcome to this session. In this session, we'll talk about the Microsoft Audience Network. Microsoft Audience Network is basically a collection of websites which Microsoft is linked to and which is where you can target your ads also. These are going to be websites related to different sectors of work, which can be retail, sports, finance, healthcare, log, government, business, industrial, different types of websites are there where image as audience ads can be and now you can target your relevant audience from these websites. That forms our audience network where we can run high quality ads and you can do cross device targeting, native placements can be done over here, and these can be MSN, Outlook, Microsoft Edge, where all these ads can appear. Now, these are called the audience ads. The kind of ads we are going to run here are the audience ads, which are responsive, which are banner ads, specifically static banner ads and image ads specifically, where they can be of different sizes and you can provide your content, you can provide your images, you can provide your videos, all put together. These image based ads, feed based ads are created. Which can run on the Microsoft Audience Network. Now how it works is ideally, based on relevance, we try to select. What Microsoft has done is they have scanned all these websites and they have gone ahead and understood the content of these websites and broken down all these websites into different categories. They've created categories based on the nature of business these websites are in and these categories are then given to us to target. Let's say, for example, I am in a business where I sell running shoes. Then I can choose websites which are related to categories of sports or let's say physical activity, adventure sports. These are all the categories of websites I can target, and now my running shoes ad will appear on such websites. So that is how this particular audience networks work and the targeting can be done on this particular network. I hope this makes sense. I hope you understand now how Microsoft Audience Network works. In the coming videos, we'll talk about the different audience targetings which you can do in this particular network. Thank you so much guys for listening to this, and I will see you in the next video. 37. Audience Segments - In-Market: Hi, guys. Welcome to this session. In this session, we'll talk about the audience segment, which is in Market audiences. In Market audiences is one of the audience targeting, which we can do on Microsoft Ds platform. In Market audiences are a type of audiences which Microsoft has identified over a period of time, wherein they say that these are those audiences who are extremely active on the audience network. These are those users who come on the Audience network on a regular basis for buying intentions. They have high purchase intentions and their main objective is to buy online by products online. So these are those people who are at the bottom of the funnel and have made up their mind to make those online purchases. So this is one of the type of audience categories which you can target when your objective of the campaign is generating sales and leaks. So let's see this guys how you can apply in market audiences inside the Microsoft At account. So what they have done also is that under this particular segment, you will find multiple different categories of audiences, which has been created by Microsoft from which you can select the ones relevant to your business. So let's see this on the platform, how we can do this. Once we are inside the account, we can select our campaign in which we want to apply the in Market audiences, and now we can go to Audiences section under keywords. This is where you can add in Market audiences by clicking on Plus Create Association. And you can see over here, we can add targetings we want to do in market audiences. These are the kind of categories which we were talking about, which Microsoft has created for us. You can see the category, you can see the list size, and then you can select the one which is relevant to your business. If you click on the side arrow, it will open and show you subcategories as well. In this manner, you can go deeper into the categories to really look for the most relevant categories for your business. Now that we understand this, we can go ahead and add the categories which we want in this particular manner. Once you select your categories which are the relevant audience for you to target, you can save this particular audience target. This is how we are able to apply in market audiences. We can add in market audiences to our campaigns inside our Microsoft answer. 38. Audience Segments - Remarketing Lists: Hi, A. Welcome to this session. In this session, we'll talk about another audience segment, which is going to be remarketing list. Remarketing list is basically an audience segment where you can collect user data. People who interact with our website and they check out our services, we can collect their data in terms of their IP address, and then we can follow them with our ads. We must have seen this happening also to us when we visit any website and we check out some products and we don't purchase, and we leave that website, we tend to see ads of that particular product following us on other websites. That is what we mean by remarketing here, and that is what you can do as well in Microsoft Ads campaigns as well. What we do is we start collecting the user's data and then we follow them with our IP address. How it actually works is when you set up a remarketing list, you also paste a specific code given by Microsoft into your website. This code has the capability of capturing the IP address of the user and because of which, we are able to follow him with our ads. So in this particular remarketing list or audience segment, we start collecting IP addresses of users who have visited our website, checked out our products, and did not purchase and left. So now we link this particular audience segment with our ads so that the ads can start following the users who have collected in this particular segment. So let's see this practically on the platform, how you can set this up. So once we are inside the account, we can select a campaign in which we want to set up remarketing list. So now we can go to the audiences section of this campaign, which is under keywords. And here, we're going to create a new association, and this is going to be about remarketing list. So we are going to create a remarketing list by coming here, we can choose remarketing list and we can create one. And we can give it a name, let's say remarketing and we're going to create a remarketing list over here. We have to provide certain details. The first thing is tag name. We have to select a tag. Tag is the code which needs to be attached over here. Remember we spoke about this that we page a certain code which can capture the IP address of the user. This is where we're going to link this particular tag. So the tag needs to be created beforehand. You can set up a conversion tracking tag, which has to be created first and that you can attach over here. Then whom to add to your audience. Microsoft is asking, what kind of users do you want to follow? We can say visitor of the page, people who visit our page, we want to follow them. Then they're asking visited page. They're asking the URL of the page which people would visit. We can give the URL over here. We can say URL equals and we can give the complete URL right here. Once we give the URL, then we get the code over here. This needs to be pasted on our website. Then there is membership duration which we have to fill. Membership duration is the time frame for which our ads are going to follow those particular users. Like in this case, if you say 30 days, for the next 30 days, our ads will follow the IP addresses which are being collected and after which they will stop following. That is how it is going to work. Once you define the membership duration, then you can create your remarketing list. You can see now this is the remarketing list which we have created, remarketing April 15, which we can add. Now we have linked this remarketing list to this specific campaign. How it's going to operate is now we will be running ads in this campaign. The ads of this campaign will target the users whom we start collecting in this audience set. I hope this makes sense. You understand now how remarketing list works and how you can apply them practically in a campaign inside the Microsoft Account. 39. Audience Segments - Combined Lists: Hi. His. Welcome to this session. In this session, we'll see how we can make use of the combined list audience segment inside a Microsoft Dax campaign. So combined list is basically a feature with the help of which you can combine existing audience list to create a new one. So different combinations can be created of different audience segments together with the help of this combined list. So here you can use the and and not conditions to create these combinations. The combinations really helps to target specific kind of audience who are more likely to convert or generate sales for us. And that is why this feature works out really well. Let's have a look at this, how you can use the combined list feature. Once we are inside the account, we can go inside the campaign in which we want to apply a combined list and we can go to the audiences section where we can create an association. Now here, we are going to select combined list from the dropdown and we can create a new combined list. Let's give it a name and this is going to be custom combination list. This is what we're talking about. So now you can see we can create different types of combinations over here. So let's say we want to combine remarketing lists. Let's say two of these remarketing lists which you want to combine. And then you want to combine this with another custom audiences or let's say dynamic remarketings. So now you can see a combination has been created over here. There is one combination of these two together, which is now combined with another audience segment, which is this one. Now you can further add as well if you require to and use other combinations also. This is how we can create a custom combination list or combined list to combine different types of audiences and then target those audiences specifically. You can see this is our audience which has been created now, which we can add to this campaign. I hope this makes sense, you understand now what is a combined list and why are we using it and how practically we can do it on a campaign inside the Microsoft Eyes. Thank you so much guys for listening to this and I will see you in the next. 40. Conversion Tracking Overview: Hi, Ayes. Welcome to this session. In this session, we'll talk about conversion tracking. Conversion tracking is a feature inside Microsoft AD's account, which helps us to track our conversions, which we are generating through our advertising. So conversion, as we spoke about earlier as well, is the sale which happens on the website. Once a user clicks on our ad and visits our website and does business with us, that is what we refer to as a conversion. Now, this can be a sale. It can be a purchase of a product, it can be filling up a form. So different businesses can have a different meaning to conversion, and that is why we need to set up set this up as well for every single business who is running ads. So in Microsoft ads as well, we have a particular process in place which helps us to set up our conversion tracking. At the end of the day, we are running ads, we are spending money, we are putting in our efforts and time into this for this major reason, which is what we want to generate sales. And that is exactly what conversion tracking does for us. It tracks our conversions. It tells us how many sales, how many leads did we generate by running our Microsoft Apps. The process which we follow out here is where Microsoft gives us a specific tag which is called the UAT tag, and this tag which we take from the Microsoft Ads account and we paste it on our back end of our website. This tag has the capability of capturing the sale, reporting the sale into our Microsoft Ads account. So once we are able to set this up properly, then we start seeing conversions getting tracked automatically inside our Microsoft Ads account. One more thing which we need to be very clear about is we are only entitled to track those conversions, which are getting initiated from a Microsoft ad click, which means that when a user sees our Microsoft ad and clicks on it and visits our website, only that we are able to track here. If a user visits our website directly, that does not fall under Microsoft Ad Skitty as you can understand now, we are only accountable for traffic coming through the ad and the conversions coming from there. I hope this makes sense. You understand now what is conversion, how to set up conversion tracking. In the next video, we'll see the process, practically speaking, how we are going to set it up on the black. Thank you so much guys for listening to this and I will see you in the next week. 41. How to Setup UET Tag: Hi, guys. Welcome to this session. In today's session, we're going to see how to set up the UAT tag inside the Microsoft Dance account. Once we log into our account, guys, we can go to the tool section on the top right corner, and under conversion tracking, we can come to UIT tag. So from here we start the process. So the first thing we are going to do is we're going to create a new UIT tag or universal event tracking inside this account. So for which we can click on Plus Create and create a new UIT tag from here. We have to give some basic information like the name and description which we can provide in this manner. And then we can save and continue. Now Microsoft will give us multiple options to paste this code. The first is we can install the code ourselves if we understand programming. We can take the code from here and go into our website and paste. The second is we can send it to our programmer who can do the same thing. And third would be a case wherein we can connect it with a particular website, editing platform like a WIX WooCommerce, BigCommerce or Shopify. And from there, we can paste the code. The fourth option is where we can use the Google Tag Manager steps to paste this code, guys. I have built my website on WIX, so I'm going to choose the third option, which will give me the instructions of how to paste this code through WIX, specifically. So now you can see all the platforms available out here. So I'm going to select WIX out here. And now you can see this is the programming code which needs to be pasted on the website. So we can copy this tag. And Microsoft also provides you the instructions of how to paste it on your platform, and they give you step by step instructions for that as well. We can copy the code, and now I'm going to go inside my Wix account. This is the dashboard guys for my account. I'll go to the settings of this specific account. And on this page, we are going to go to the advanced settings where we can paste the code. Here, as you can see, it says custom code. This is where we are going to paste this code guys, and we're going to add a custom code to do that. Now you can see the same code has been pasted out here. Now I can apply this to the page which I want specifically. I can choose the specific page out here and I can then apply. In this manner, I've added the code at the back end. I'm just going to refresh the page so that it takes it into consideration. In the meanwhile, I'll just show you this is the website guys, which I'm using right now on which we are pasting the code at the back end. Right now, if you check the particular UIT tag helper extension of Microsoft, it shows us clearly that there is no UIT tag currently found, but now that the code has been pasted at the back end, let's try to refresh the page. Now if we check the Chrome extension, it says this UT tag is set up correctly. In this manner, guys, we will be able to set up the programming code for conversion tracking in our website for our Microsoft As account. I hope this makes sense and everyone is clear now with the process. Now we can go back to our account guys and we can click on next and we can say done. In this way, the UIT tag can be implemented into our website, which will now help to track all the conversions which we are generating through our Microsoft Ads account. I hope this makes sense and now you understand the process. Thank you so much guys for listening into this session today. Have a great day, guys. 42. Offline Conversions: Hi, guys. Welcome to this session. In this session, we'll be looking to understand about offline conversions. Offline conversions are basically conversions which are happening in the offline world. There are a lot of businesses like lead gen businesses where we're generating leads on the website, but the actual conversion happens later in the offline world. In such a case, also, we can attribute those sales to Microsoft Ads advertising. So that is where offline conversions comes into picture. So the simple process over here is that we upload the offline conversion data into our Microsoft Ads account, and that is how we are able to attribute it to certain ads and campaigns which we have run. So let's have a look at this practically how you can set up the offline conversions so that you can you can track and attribute those conversions to the advertising you have done for it. So in order to set up offline conversions, we can come to specifically conversion section and you can see over here, the third option is offline conversions. How it works, it's a three step process where we first create a offline conversion goal. Once you create the goal, then we have to go ahead and upload the details over here. We have to add or update the conversions in the file, the template which is being given to us and we download the template given by Microsoft. And in that we upload the conversion data and then we upload it back into the account. Let's have a look at this. The first thing which we are going to do is creating an offline conversion goal. So here we can create an offline conversion goal by selecting what type of goal do you want to set? Depending on what action is being taken on our website, let's say it's a lead generating website and people fill up a form. You can select that the gold type is offline conversions. We can give it a name. And we can set a value for it as well if each conversion action has the same value or a different value, or you don't want to assign any value, you can decide that and then create this specific offline conversion group. We can also turn on the enhanced conversions if you want to do so or else you can say that I don't want to use enhanced conversions. This is the step number one. We have created the offline conversion goal. This is done. Now we come to offline conversion section where we are given a specific template. This is the template, the CSV file, which is being given to us, which we have to fill in the data with. Let me show you the file. This is how the d file would look like, where we have to start filling in this information. Microsoft click ID, conversion name, conversion time, value and currency. This is the Dummi information. In this format, you have to start filling in the information and then download this sheet. Download this sheet as a CSV file. Once we have the CSV file, then we go back into our Microsoft Ads account and we upload it here. In this manner, you can upload the information back. This is the data which is getting uploaded over here. You can apply the changes. Whatever information we are filling, we are applying those changes into our account. This is how we are able to set up the whole offline conversions, and it really helps us to understand our advertising better because the link to those sales which happens later on post the leads are generated. I hope this makes sense. You understand the complete process now. Thank you so much guys for listening to this, and I will see you in the next video. 43. Remarketing Overview: Hi, guys. Welcome to this session. In this session, we'll talk about free marketing strategy, which we can apply in our Microsoft Asco. So remarketing is kind of a strong marketing strategy which you can apply, which allows us to follow our users who come on our website and interact with us. So here, we're able to follow our users when they come to our website and we follow them when they leave our website and they don't do business with us and they go to some other website, we follow them with our ads. So the whole idea is that we are trying to follow those users, we have shown interest in our product and services. So this is something I guess has happened with every one of us when we visit any ecommerce website, and we check out some products and we don't purchase, we start seeing ads related to those products when we visit other websites, and it goes on for a certain period of time. That's the idea of remarketing. It turns out to be a strong marketing strategy because you're trying to target those users who have shown interest in your product and there are very high chances of getting sales or lead generation from them. That's the basic concept of remarketing, which you can also set up in the Microsoft Ads account. Now how we are going to set it up is there is a particular process which we follow here wherein the first step is going to be where we set up a code on our website, which is given by Microsoft tats, which is the Universal event tracking. Then we create a remarketing list or an audience segment in which we will start collecting the user's IP addresses. So once we go ahead and implement this Universal event tracking pod on our website, and when a user visits our website, we are able to capture the IP address or the cookie of the user. And this is being stored inside the remarketing list audience segment. Then what we do is the third step, we link the remarketing list, which we created the audience segment with our campaign with our ad groups and ads. Now our ads are able to follow these particular users when they go to any other websites within the Microsoft network. This is how we're able to set up the complete remarketing campaign. I hope this makes sense. You understand this process. In the coming video, I will show you practically on the platform as well how we can set it up. Thank you so much guys for listening to this, and I will see you in the next video. 44. REMARKETING CAMPAIGN CREATION - Practical: Hi, guys. Welcome to this session. In this session, we'll see how we can create a remarketing campaign inside the Microsoft Ads account. For this, the first thing which we require is the UIT tag, which we are going to implement on our website, and this code is going to basically capture the IP address of the user, and then we can start following them with our remarketing campaign. Step one is going to be to create the UIT tag if we have not created yet. Let's say we have not done that we'll start from the first step of creating the UIT tag and setting up the code. Here we can create a new UIT tag and we can give it a name in this manner and we can install the tag, code ourselves if we know so. Otherwise, there are three other options as well, which we can follow. We can give it to our web developer, we can add the tag through our website editing platform like Shopify, Wix or WordPress Wig Commerce, or we can use the Google Tag Manager to do so. This is the code guys which needs to be copied and then we need to go to the back end of our website and paste. Once this is done, the UIT tag has been pasted on our website, then comes Step two. Step two is going to be that we are going to create a remarketing list and link that remarketing list with the UIT tag because the UIT tag will capture the IP addresses and store it in the remarketing list. Let's do that. Let's say we are doing this remarketing for a specific campaign. There are two things which can be done. Either you can do the remarketing for a specific campaign which is already running or you can create a brand new campaign as well, which runs only for remarketing. So let me show you how we can do it on an existing campaign. Let's say this is the campaign in which I want to set up remarketing. I can go inside the campaign and we'll go to the audiences section where we can add remarketing list, as you can see over here, we're going to create the association. So we're going to create a remarketing list first. This is the remarketing list which we are creating. Now this is where it says tag name, this is where we need to link the UIT tag which we created in step one to this remarketing list. That was UIT April 17. We have now linked that then we also need to choose whom to add to the audience. What kind of users are we going to track? We can say visitors of a page, people who are going to visit this page, we want to track all of them. Then we can give the website URL. You can say URL equals and give the complete website URL right here. Then you can also decide the membership duration for how many days you want to follow these users. By default, it is 30 days. You can also do it the maximum you can do it for 180 days as well. You can set that up and then save it. Now we have created this remarket April 17 as the remarketing list, which we have now linked to this campaign, and we can save this. This is the remarketing list segment which has been created, which is going to collect data of people who are going to visit the website, track their data from this campaign, the ads which we will create will be able to follow them. This is how a remarketing campaign can be built out inside the Microsoft Ads account. I hope this makes sense. You understand the complete process now. Thank you so much guys for listening to this, and I will see you in the next video. 45. Audience Segments - Dynamic Remarketing Lists: Hi, guys. Welcome to this session. In this session, we'll see how we can use dynamic remarketing as well inside the Microsoft ansca. So dynamic remarketing is a scenario wherein users when they come to our website, they check out multiple products. You can also follow them with the different products which they checked out and create dynamic ads and follow them with that. That becomes dynamic remarketing. So here we are able the process remains pretty similar the way we have set up our remarketing list. However, since it's going to be a dynamic remarketing, the code which we put up for this one is going to be a little different from the usual remarketing pod. So let's have a look at this how you can set up a dynamic remarketing as well in our campaign. So the first part as we spoke earlier as well, step one remains that we create the UIT tag and then we can link it inside the campaign. Let's take the campaign. We go inside the campaign, and now we can go to the audiences section where we can create a dynamic remarketing list. So we're going to create an association, and this time, this is going to be a dynamic remarketing list. You can create a new one and you can see we have chosen dynamic remarketing list over here, target potential customers who have recently interacted with your products. And then we have to select the tag. The tag which you created, you can just select that, and now you can select the kind of audience you want to target over here. So you can choose general visitors, product searchers, product viewers, shopping cart abandoners or fast buyers. Let's say we are doing, let's say, general visitors for the last 30 days. Then this is the code we are talking about. This is the code which needs to be added along with the UIT tag. You can see the instructions clearly given over here that we'll have to customize the UIT tag to have this also added in the account and then you can set up the campaign. Here, once you copy this, you can paste it along with your UIT tag at the back of your website. Once we do that, we can create this dynamic remarketing list. And once you have that, you can apply this to the campaign. This is the one which we have created and you can see we have applied this to this campaign and you can save them. This is how we can set up a dynamic remarketing list inside an existing campaign and run that campaign and follow our users who are interacting with our website. I hope this makes sense. I hope you understand now how dynamic remarketing list can be used and we can run a campaign with that. Thank you so much guys for listening to this, and I will see you in the next ide. 46. Shopping Ads Overview, Microsoft Merchant Center Store: Hi, guys. Welcome to this session. In today's session, we're going to talk about shopping campaign inside the Microsoft Ads account. Shopping campaigns are going to be guys a campaign type with the help of which we can create product ads inside the Microsoft Ads account. Product ads are a type of ad in which you can show the image description, price of the product as well. These are ads which comes on the bing.com page, and these are really good for ecommerce kind of businesses. If you're running a business where you're selling tangible products, it makes absolutely sense for you to run product ads across the Microsoft Network. So let's have a look at it, guys, how this ad looks like on the bing.com page. So once you go to Bing and you search for any information, you will find these ads appearing on the top of the page in this manner. As you can see, the appearance of the ad is very different. It comes with an image, description, price of the product, and the website name. So now, when you click on the ad, it will take you to the landing page where you will be able to see the ad as well on the product page. So in this manner, the ad works, guys. In order to create this specific kind of an ad, we'll have to run a shopping campaign. Now, to create shopping campaigns inside Microsoft Ads, the first thing which we require out here is going to be a Merchant Center account, a Microsoft Merchant Center account. It's basically an online inventory system, guys, where we first upload all our product details, and then we link this account with our Microsoft Ads account in order to create a shopping campaign. This Microsoft Merchant Center account guys, we store all our details like product ID, name of the product, price of the product, title of the product, conditions of the product, availability of the products. Like this, we'll have to provide all the details of our products into this Merchant Center account, and then we are going to link it to Microsoft ads to build our shopping campaign. So this will be the process, guys, by which we will be able to run product ads in Microsoft Ads account. I hope this makes sense, and now you understand the process and the background of shopping campaigns. In the next session, we'll talk about and we'll see how to open an account with Microsoft Merchant Center and how we can upload products over there. Thank you so much, guys, for listening into this session today. Have a great day, guys. 47. Setting up Microsoft Merchant Center Feed - Practical: Hi, guys. Welcome to this session. In today's session, we're going to see how to set up a Microsoft Merchant Center account inside the Microsoft Dads. Once we log into the account, guys, we can come to the Menter section on the top right corner. And from here, we can start the process of setting up the store. So as you can see, we can start by clicking on Create Store. And here, we can start providing all the details. So the first thing which we have to provide is the store name. So we can give it a name, and then we have to do a domain validfication. Okay. So in this domain validation, what we have to do is we have to validate the website which we are trying on which we want to set up the merchant center. So for which Microsoft gives us two options. One, we can do it through our UIT tag, which is installed on the website. Or else we can make use of the Bing Webmaster tools as well to do the same thing. So now, since our UIT tag is already set up on the website, it will automatically pick your domain in this specific manner, and then you can continue with it. Otherwise, the process would be like this wherein you first set up your UIT tag on your website and it will start reflecting out here automatically. So once this is done, then we can move to the next page. And here, if you want, you can block the aggregators as well. And provide the other details like language and your email address. And with this information, we can create the store guys once the store is created, the first step would be that we will have to create a merchant center feed. So as you can see, now the merchant center store has been created, and what we need to do is we have to create a feed. So for that, we can go to the left panel, and from here, we can start the creation of a feed. Feed is basically going to be a file which will contain all the details of our products and with the attributes. Okay, so we'll have to provide all the details one by one inside the feed. So here we can start providing the details, guys. So the first is the feed name. Okay, so we can give it a name, let's say, in this specific manner, and fee type, whether it's an online product or any other type which we can provide out here, country of sale, which we can choose. We can also choose any other country which we want to add the currency of the country as well. Once we provide all this information, we can go ahead. Microsoft will give us a particular feed file template, which we can download and in that, we can upload all our information, our product details, and then we can upload that file out here. In this manner, we can upload the file, and then we can click on Create feed. So now the feed has been created, guys, and this will be used for the shopping campaign which we build inside the Microsoft Ads account. So in this manner, guys, we are going to set up our Microsoft Merchant Center account and then we'll upload our product details in a feed, which will be used in the shopping campaign where we will create product ads and we run it across the Microsoft Network. I hope this makes sense, and now you understand the whole process. Thank you so much, guys, for listening into this session today. Have a great day, guys. 48. Mobile App Campaign Creation - Practical: Hi, guys. Welcome to this session. In this session, we'll see how we can create a mobile app campaign inside the Microsoft DADs account. So once we log into our account, we can create a mobile app campaign primarily to promote to do promotions of our mobile app. Let's assume that we have created a mobile app for our business. So now we would want people to download it and start using it and buy products and services through it. So for which we can use Microsoft Ads advertising, and we can do a promotion of it. We show ads related to our mobile app. And now when people click on our ads, they are taken to the Google Play Store or IOS app store from where they can install this mobile. Let's see how we can build out this campaign. So we're going to create a new campaign where the goal of the campaign would be promote apps. Now you can see it for app install ads, which we are going to create it for. Here we can give a name to the campaign. We can give the campaign budget over here and location targeting which we can set. We can also choose the people targeting and the language targeting right here. These are all the details which we fill in at the campaign level, and then we can save it to go to the and group level. Here we can give our website ER then we can name the ad group. We can also add some keywords from here, let's do that. Once you add the keywords, then we are coming to the ad level where we can create the ad. Now you can see the ad type is going to be app Install ad because we are doing app promotion. We can search for our mobile app. This is why we talked about this earlier that we'll also have to register our app on Google Play Store or IOS app store. Then you can search for it over here. You can search for your app if it is only registered, then only and now you can search for it in this manner. And you can attach your app to the advertisement which we are creating. Here you can start the details of it. You can give the ad title, you can give the text over here. In this manner. You can also say the device preferences. Let's say mobile if it is so and we can create the whole ad. You can see how the ad is going to look like on mobile and tablet and then we can save it. This is our ad creation, which we have done now. If you want, you can also add some extensions if need be. Which 49. Dimensions, Reports, Saved Custom Reports - Practical: Hi, Ayes. Welcome to the sessions. In this session, we'll look at how reports feature can be used inside the Microsoft Lads account. As we spoke earlier as well, once we start running our campaigns and we get to see a lot of data, it becomes extremely important for us to analyze this data, and that is where reporting feature helps. It helps to download data in different formats and then we can analyze them. Let's see how you can do that. So for reporting, we can go to the left panel far left panel where reporting is available and we can come here. And now you can see this is how it is going to look like. This is the different reporting template. Microsoft has created different types of report templates as well, which you can simply use and download data by report. Without any problem. These are going to be all the saved reports which have been created in the past. And here you can see different formats of reports which are available in this particular manner. If you look at the templates, these are all the different templates which you will get from Microsoft for downloading. There is account performance report, ad performance, ad group campaign, keyword performance. Conversions based reports are also there. Assets and extensions related reports are there, targeting and placement reports, product ads, dynamic search ads, property ads. There are a lot of different types of reports which you can download from here, and then you can analyze data. Let's have a look at one wherein we can look at a campaign performance report. So this is like a campaign performance report where you can select a particular time period. Let's say this is the time period, and now you can see data for all the campaigns and you can understand the performance of it. If you want to modify these particular columns, then you can do that as well by going to modify columns and you can add other columns which you want to from here and remove the ones which you don't want. Let's say I don't want average CPM, I can do that. I place of that, I can choose, let's say, quality spore or device type I can do and save it. So you can see those columns got added over here, device type and quality score. This is how you can customize the whole report as per your requirement, and then you can download it in different formats. This is the plus point of using reporting or reports with the help of which you can analyze a lot of data in your Microsoft Ads accounts, which gives you clear insight about what's going right, what's going wrong, what needs to be changed to what should be a priority next. All those things becomes very clear by this data analysis. I hope this makes sense. You understand now how reporting works inside the Microsoft Ads platform. Oh 50. Business Location Feed: Hi, guys. Welcome to this sessions. In this session, we'll talk about another feature which is business location feed. So in Microsoft AD's account, as we spoke earlier in the previous videos as well, we can make use of location extensions. So in such cases, when we have multiple locations and we have huge amount of locations which we are listing down, a lot of changes can be happening over there as well. So what you can do is, uh, you can make those changes reflect automatically inside your Microsoft A's account. You can do this by linking your Microsoft Ads account with the Google Business profile or B places wherever you have gone ahead and listed your locations. So by doing this, you are able to update the location extensions automatically. So this is what we mean by business location feed. So wherein you are getting the feed from your Google Business profile or big places, and then we can go ahead and make those changes, optimize it according to them. So for this, we can go inside our Microsoft Ads account and we will go to the Business location feed in business location feed, we can import all this information as you spoke earlier, either through our Google business profile or through our BinkPlaces account. Microsoft gives us both the options, Google My Business. You can come here, you can sign in with your Google email ID and connect to your Google My Business account. And then both are linked together. Whatever changes happens in the Google Business account will reflect in your Microsoft As in the same manner, you can do that for your Bing places as well. So this is how we can make use of the business location feed, which will help to automatically update location extension details on our Microsoft At account. 51. Performance Targets: Hi, guys. Welcome to this session. In this session, we'll talk about another feature, which is performance targets on Microsoft Ads account. This is going to be a feature which helps you to get valuable insight into your campaign performance trends, and it alerts you to items that you may need extra or even critical attention. What's going to happen here is you can create and set your performance targets. When you start managing running your campaigns, you can set these performance targets and then you can track whether you're meeting them or not. So this really helps to keep track or keep a watch on how your performance of the campaigns is going on and what it looks like, whether you will be able to meet those targets at the end of it. So that is what performance targets helps you with. So it keeps you in a track, and it keeps you look out for your performance on a regular basis and see how you're trending, how the performance is trending and whether you are able to meet those numbers eventually. So let's see this feature, how you can apply this on the Microsoft Ads account. So once we are here, we can search for performance targets. And this is where you can create one. You can create a performance target over here. You can select the campaign for which you want to do this. You can set the time period. Let's say you want to select a time period, which is weekly starting Monday. Now, what you want to you can define the target metrics. What kind of metrics you want to see going up and down. Based on that, you can decide. Let's say the spend is less than equal to, let's say if the spend is less than equal to in this manner, and you want to see the elix Now it is going to keep track of that which we have here. Wherein this particular performance metric we keep a watch on the spend. The spend has to be around 50,000 and clicks around 10,000, it's going to see whether you're able to achieve those numbers in the designated time period. So whether the spend is going up to 50,000 and the clicks are more than let's say 10,000, that is what we are trying to achieve over here. So this is how a performance target feature can be used, which helps you keep track of your campaigns performance as it is performing and also gives you an estimate whether you will be able to meet those numbers eventually or not. 52. Website Exclusion Lists - Practical: Hi, ays. Welcome to this sessions. In this session, we'll see how we can make use of the website exclusion list feature on the Microsoft Ads account. So this is a feature where you can list down a list of websites where you don't want to show your ads. This can be useful negatives when you're running some display campaigns. When in display campaigns, specifically, our ads can appear on different types of content websites. Now, there can be certain websites which might not be relevant for you at all. So those websites you can add over here in this list, which means that we tell Microsoft that those websites you are completely blocking from showing your ads. So this can be really useful because this helps to save your impressions, save your money as well. Your ads don't show up on irrelevant websites, and you also don't get any irrelevant clicks. Let's see how easily you can create this particular list. So once we are inside the account, you can search for website exclusions, and we can create a website exclusion list over here. So now you can create the list over here. And you can give the list of websites right from here in this manner. This is how the list is going to look like. You can see these are the websites which we added earlier as well. In this manner, the website exclusion list can be used primarily to negate irrelevant websites, and it helps to save your money and also target your ads towards relevant websites. 53. Shared Budgets - Practical: Hi, guys. Welcome to this session. In this session, we'll see how we can make use of these shared budgets feature in the Microsoft Ads account. This is a feature where you can set up a certain budget which can be shared across multiple campaigns. Let's say you get a lump sum amount of money to be used on Microsoft Advertising, there are two ways of using it. One is wherein you can equally divide that budget across all the campaigns, or you can use shared budgets feature where you can assign it, you can assign it to shared budgets, and then that money can be shared across multiple campaigns. The only thing which can happen with shared budgets is that when you use this feature, the money will be not equally allocated to all the campaigns. It will be shared across all the campaigns so the distribution can be uneven. Let's see this how you can use this feature. Once you're inside the account, we can look for shared budgets, and this is where you can create one. You can give it a name first, and then you can decide the budget amount, and then you can select your campaigns. You can select the campaigns which you want to use over here specifically. Then you can spend your budget evenly throughout the day. You can do that and create your specific shared budget. You can see now this is the shared budget which we have created, and the amount over here, which will be shared across two campaigns specifically. This is how we can make use of the shared budgets feature, which can be used across multiple campaigns and budget can be used for running the ads for those campaigns. 54. Portfolio Bid Strategies: Hi, guys. Welcome to this session. In this session, we'll talk about the feature, which is portfolio bid strategies, which you can use in Microsoft Ads accounts. So portfolio bid strategies is a feature with the help of which you can apply a specific bidding strategy on multiple campaigns in one go at scale. So now all the campaigns will be running on a specific one specific bidding strategy. So sometimes it can happen that your focus of the campaigns is going to be different. You business because of some business changes, your focus turns on, let's say, specifically revenue. So in such a case, you might have to go ahead and change the bidding strategies of all the campaigns to revenue based bidding strategy, and that is when portfolio bid strategies can be used. So here, what we do is we apply this specific one bidding strategy on multiple campaigns, and now it gives you a complete performance report for all the campaigns together. So you will get a complete report, a detailed report giving a total idea about how that bidding strategy is working for all the campaigns. So let's have a look at this how you can apply a portfolio bid strategies on the platform. So once we are on the account, we can search for portfolio bid strategies. And here you can create one. So the first thing which you will have to do is to select the bidding type. So let's say we're choosing Target CPA, we can give it a name. And we select them type. Then we can also select the campaigns on which we want to apply this Then we set the CPA bid. If you want, you can also set a maximum CPC bid limit as well, which limits the Microsoft algorithm from bidding more than this particular cap which you are setting. Now this becomes our portfolio bid strategy which we have applied. And this is where you will get to see the full data. Once it starts running, you will be seeing the performance data for all the campaigns together here specifically and then we'll get to understand whether the bidding strategy is working for those campaigns or not. I hope this makes sense, you understand now how portfolio bid strategies can be used on the Microsoft ands platform. 55. Labels: Hi, guys. Welcome to this session. In this session, we'll see how we can make use of the feature called labels. Labels are basically going to be a tag which you can put on the campaigns. Imagine you are running a lot of campaigns for different clients, different sectors specifically. It becomes really difficult sometimes to filter out certain type of campaigns. Let's say you're running campaigns related to sectors which are like sports related campaigns, technology related campaigns, retail specific campaigns. Let's say telecom related campaigns. A lot of different types of campaigns which are running Google in the Microsoft Ads account, and now you want to go ahead and filter out specific ones. In such a case, you can make use of this feature called labels. What we do here is we create certain labels based on the segregation we want, and then we apply these labels on our campaigns. It really helps us later on to filter out the campaigns as per our requirement. So let's see this how we can use this feature. So once we are inside the account, the first thing which we can do is we can create these labels first. So for which we can go to tools where we can go to labels, organize your campaigns, ad groups and more with labels. And this is where we can create, as you can see over here, okay? So in this manner, we can select it and create a new one. So now that you have created your labels, what we can do now is we can apply these labels on our campaigns. So for which we can go ahead. Let's say we will go to the campaign tab. And let's say for the first campaign, I want to put a label off. Let's say this campaign is related to sports. I can select this campaign and then go to labels and just apply sports. This way, the sports label will be linked to this particular campaign. If you see now here we get to see that. Same way, other labels are put on other campaigns. Now when you download this data in let's say a CSV file, you can filter by labels and you can pull out sport specific campaigns out of the big list. This is how labels really helps to filter out campaigns in a much easier manner when we are handling huge number of campaigns at OF. 56. Seasonality Adjustment: Hi, ays. Welcome to this session. In this session, we'll see how we can use these seasonality adjustments feature inside the Microsoft Ads account. So this is a feature is useful when you are in a seasonal business. So let's say you have specific months of the year when your business peaks a lot and there's a lot of demand for your product and services. In such scenarios, you can use seasonality adjustments. So let's say urqarur, which is October, November, December is the season for your business, and majority of the people buy your products at large scale during that period. What you can do is you can use this feature go ahead and make some changes at the back end, which can be wherein you can push your ads more aggressively during this particular seasonality season period. So what we can do here is we can add a multiplier. We can say to Microsoft algorithm that you want to generate a higher percentage of conversion rate during this particular season during this month. And after the season is over, it can come back to this original level. So that is how we can make use of seasonality adjustment, which can help us to get that extra revenue during the peak seasons. Let's have a look at this. For this, we can search for seasonality adjustments. And here, we can create a seasonality adjustment. We can give it a name, okay. We can give a description of it as well. We can give a start date. Let's say we want to start it from first of May, ten to tenth of May. And now you can select either you can choose the type of campaigns on which you want to apply this or you can choose specific campaigns as per your wish. You can also choose the devices on which it will be applied. Then you can set up your conversion rate adjustment. This is where we give it an instruction that you are looking for a higher conversion rate during that season. The same thing can happen in the other way around as well. If there is a particular time of the year when conversions don't happen that much, you can do a negative adjustment as well. Let's say during this period, I'm saying that uh, we tend to get more sales, so you're looking for higher conversion rates and you can give it a certain target. Let's say your current conversion rates are 5%, but now during this peak season, you are looking for a 10% conversion rate, so you can apply. So now this becomes a specific seasonality adjustment we have done on our search, shopping, performance Max campaigns. During that period, when the conversion rates should be around 10%, ideally speaking, 5% more than the usual stuff. I hope this makes sense. This is how we can use seasonality adjustment to capitalize on our peak seasons when we can generate more revenue than usual. 57. Microsoft Store Ads: Hi, guys. Welcome to this session. In this session, we'll talk about Microsoft Store ads. These are going to be another type of ads which you can use for promoting your mobile app. Let's say you run a business and you recently got a mobile app created, and now what you would want is that this app should be downloaded by your customers and they should be using this app to do business with you. They can buy your products and services through the app. Now for that, they need to be aware about your mobile app. And that is where Microsoft Store Ads comes into picture, wherein you can advertise about your mobile app, and now when people see these ads, they click on it, they will reach the Microsoft Store, and that is where they can board and download it from. That is what we can do here with Microsoft Store Ads. Let's have a look at it on the platform. So for Microsoft Store Ads, we are going to go to the section the first thing which we need to do over here is to add and connect a publisher account. So once you have your app created, it has to be registered on the partner Center, which is the division of Microsoft Store, where you need to register your app. So once you have the app registered on the store, then you can add that as a publisher account over here. So you can add the publisher account either by searching by app or by publisher information. You can search for it and you can link the particular your publisher account in this particular Google in the Microsoft Apps account. Once the linking is done, then comes the campaign creation process where we can start creating the campaign which will run Microsoft Store Apps. Here, we are going to create the campaign where we have to also link our publisher ID. We have to add our publisher ID and then link the Microsoft Store, and then we will be able to create our Microsoft Store Ads campaign. This is going to be the process with the help of which we will be able to run these ads, which will promote our mobile apps, and we will be able to drive app downloads with it. I hope this makes sense. You understand the complete process now. Thank you so much guys for listening to this and I will see you in the next weed. 58. Automated Rules: Hi, guys. Welcome to this session. In today's session, we're going to talk about automated rules in Microsoft AL's account. Automated rules is a feature, guys, with the help of which we can save our time by automatically making changes to our campaigns based on certain criteria. When these criteria are met, certain actions are taken on our account and which helps to continuously we can automate and we can make these changes happening at the back end of the account. It really helps to keep a watch on the account as well, because this is going to be a completely program based actions which are being taken. To give you certain examples of this, there can be different rules created around budget, around campaigns, ads, keywords. For example, we can create a rule around campaigns, wherein we can set a rule that if a campaign spend reaches a certain amount, then we are going to pause such a campaign because it's going to go beyond our budget. Like that, we can also create rules around ads, wherein we can pause certain ads which are not performing to a certain level and so on and so forth. So let's have a look at this guys, how we can apply these rules inside the account. So once we are inside the Microsoft Ads account, we can come to the campaigns page, and first, we can select the campaign on which we want to apply this rule, so we can select in this specific manner. And then you have this automate option provided. So let's say I want to create a rule wherein I want to change the budget of the campaign or I want to pause the campaign when the campaign spend reaches a certain amount. So I can select that rule. And start filling up the details. So the first is this will be applied to the selected campaigns which we have chosen, and the action which will be taken will be pausing the campaigns. So let's put the conditions, guys. So the condition we are keeping out here is that the spend reaches a certain amount. So we can say if the spend equals, let's say, 5,000, then the campaign should get paused. So like this, simply, you can create a campaign rule which will keep a check on the spend of the campaign, and it will pause the campaign the moment it reaches a certain threshold. So this becomes one rule, which is at a campaign level. In the same manner, we can do it at an ads level as well. So you can come to the ads and you can select your ads and apply an automated rule on them. Let's say I want to pause certain ads which are not performing, so I can create a condition for that also. So it will be applied to the selected ads, and the action will be that they will be paused. And the condition is if let's say the CTR of a certain ad is less than 1%. And also, let's say the clicks of an ad is less than five, then absolutely we can understand that it's a low performing ad, and we would not like to run it in the account, so we can certainly pause it. So when these two conditions meet only then this action is taken, and for those ads, it will be paused. So this becomes an ads rule which we have created now. Similarly, we can create certain automated rules around keywords as well. For keywords, we can create a rule wherein we would like to increase the bids of certain keywords which are performing, and we also want to decrease the bids of keywords which are not performing. In such a scenario, you can first select the keywords and then go to automate and you can say change current bids when and now, let's say the first, we are looking at increasing the bids, so we can increase the bids by a certain percentage. And we can also set a maximum CPC bid limit, the maximum you are willing to pay and you don't want to go beyond that, so you can put a cap on that as well. And then the condition says that I want to increase the bits for keywords whose CTR has been really great. I will say that any CTR which is greater than 1% and also I can say that the ones which has got a good number of clicks, let's say, anything greater than ten. When these two conditions meet for certain keywords, those are my good keywords, and I would like to increase their bids by 5%. This becomes a keyword rule for good keywords. In the same manner, we can create another rule, which is going to be for the bat keyword. So in that case, I want to decrease their bids, let's say by 5%, and the minimum I want to go is still one. The condition for this is that the CTR has been extremely low. So I'm going to say, let's say it is less than 1%. Also, the clicks on these keywords, the clicks they have brought in has been less than five. So these are absolutely low performing keywords and I don't want to pay a higher bid on them. I want to decrease their bids by 5%. So this can be a keyword rule which we have created for our bad keywords. So now these rules will automatically work at the back end, and they will continuously keep a check on your account. And whenever those conditions are met, those actions are taken at the back end. In this manner, guys, we can make use of the automated rules inside our Microsoft Ads account. I hope this makes sense, and now you understand this feature. Thank you so much, guys, for listening into this session today. Have a great day, guys. 59. Microsoft Advertising Editor: Hi, guys. Welcome to this session. In this session, we'll talk about Microsoft advertising Editor. So this is a specific software created by Microsoft for advertisers who would like to try out different campaigns and changes which they would like to do to the live account. And this software helps to what we do with this software we download our whole account on this software in the offline mode. So now you get a replica of your live Microsoft Ads account on this software in offline. And now you can experiment. You can go ahead and make changes. You can create new campaigns, ad groups ads, keywords, bits, budgets. You can make changes to the existing campaigns. And once you make all those changes, you can now apply them to the live account. So by following this process, we tend to make sure that the changes being done are correct and it does not negatively impact the accounts performance. So you can also transfer your account data with Google Import directly into the Microsoft advertising editor. So let me show you how you can come to this particular software. So for this, you can search for Microsoft advertising editor. This is the website, guys. Where we can come and we can go ahead and download it from here. They have given both the versions are here, which is for Editor for Windows and editor for Mac, you can download that as per your system, and then you can start using this. Once you have this software, you just need to login with your Microsoft ad email ID password, and it will automatically sync in the whole account details into itself. Then you can start working on the software. Let me show you how this will look like. So this is the software guys, which you can see, Microsoft advertising editor, it looks pretty similar to the Microsoft Ads account interface. This is the campaigns page where you can see all the campaigns over here. If you select any of the campaign, you can see the details of that campaign on the right hand side, and now you can make changes. You can make changes to it. You can apply different settings which you can change over here. So as per your requirement, things can be changed at the account level. Same thing if you now go to ad groups, you will be able to do the same thing. You can select an ad group, you can remove it in this particular manner. If you want to add a new ad group, you can do that. Same thing you can do with campaigns where we can create new campaigns from here right away. Then if you come to keywords as well, you can go ahead and change a lot of things. You can change the keyword itself. You can change the match type of it. You can go ahead and change the bit of it. A lot of changes which you can do plus you can add new keywords. You can select the campaign. You can select the ad group in which you want to add new keywords. Moving forward, you can also look at ads, you can see the all types of ads which are there. And then if you want to make changes to these ads, you can do that. You can remove certain ads if you want to. You can change their headlines, descriptions, all that can be changed right here. Once you make all these changes, then you can apply these changes into the live account. For that, on the top, you can click on post and this option will allow you to go ahead and post these changes, which we have looked at into the live account. As you can see, it is now uploading the changes. This is how we can make use of the Microsoft advertising editor to do a lot of experiment work and then decide and then apply them to our lives. 60. Ad Preview & Diagnostic - Practical: Hi, guys. Welcome to this sessions. In this session, we'll look at a tool on the Microsoft Ads account, which is going to be ad Review and diagnosis tool. This tool helps you do a preview of your live ad on Microsoft Ads on Bing specifically. So once we start running our campaigns, sometimes we would like to see our live ads, where are they appearing on Microsoft being what positions they are appearing in. So all that might come to our mind. So it is a better choice that we go ahead and use this tool for figuring that out. Rather than doing a live search. Because if we do a live search and we get to see our ad, we will have wasted that impression specifically, and that is what Microsoft does not encourage. That is why they have created this tool which allows you to get that same thing done through this internal tool wherein you can see a preview of your live ad on the Microsoft pin, and you will get to see where they are disappearing. If it is not appearing, then it will do a diagnosis to tell you the reasons behind why it might not be appearing. Let's have a look at this tool, how you can use this. Once we are inside the account, we can go to two weeks where we can see ad preview. Review your ad location in Microsoft Bing search results. So this is where you can give a keyword, the prime keyword and it is going to do a preview. The preview would be like it is going to show you in the sense of looking at the microsoft Bink page in this particular manner, it will show up and then we get to see the information right here. If the ad is appearing, then it will show up and it will highlight it. If it is not, then it is going to give you the reasons as well for the reason it is not appearing. That is how it can preview textdsPlus it can also preview product ads or shopping ads, which we can see. I hope this makes sense. I hope you understand now how ad preview and diagnosis tool can be used as well for previewing live ads to understand where AR ad is appearing on the Microsoft Bank page. 61. Import from Google Ads, Import from file, Import Schedule & History: Hi, guys. Welcome to this session. In this session, we want to talk about the feature which is Microsoft Ads Import. So this feature specifically helps you to import campaigns from other ads platforms into your Microsoft Ads account. So let's assume that you're already running metaads or Google Ads before starting with Microsoft Ads. What you can also do now is with the help of this feature, import those campaigns from the other platforms into your Microsoft Ad account and start running. This saves you a lot of time because you don't have to start a campaign from scratch. You can just import the ones which are working for you and import it into your Microsoft Ads platform and quickly start off with advertising through this platform as well. Let's have a look at this, how you can use it. So once you're inside your Microsoft Ads account, we can go to Import, which is right under Ad studio. And here, you get the option to import. There are multiple options which you can see what we here specifically. So you have import from Google Ads. If you want to do that, then we come here and we follow the process where we can choose a quick setup and sign into our Google Ads account and import campaigns from there into our Microsoft App. In the same manner, if you want, you can import from Meta ads as well. So you need to sign into your Meta Ads account business manager account and then allow it, and then from there quickly you can import the campaigns from your meta ads into your Microsoft Ads platform. In the same manner, it also allows you to import from Pinterest ads. If you're running Pinterest ads specifically, you can sign into your Pinterest Ads account and then you can choose the account which you have and you can set up the schedule to import campaigns from there into your Microsoft Ads plan. This way, we can easily import campaigns from other ads platforms and start running them on Microsoft. 62. Experiment Campaign Creation: Hi, guys. Welcome to this session. In this session, we'll talk about the Microsoft advertising Experiments campaigns, which you can create also on the platform. Experiments are going to be a type of campaign wherein you can create a copy of the original campaign, and in this copy of the campaign, you make some changes. You change all different things which you want to make changes of, and then you can run this experiment campaign along with the original campaign. You can run that for a certain period of time, and at the end of it, you compare both of them. You compare the original campaign with the experiment campaign to see the results of it, whether the experiment was a success or a failure. Here, you can go ahead and make any changes you want. You can create new ad groups, you can change the keywords, mash types, bids, budgets. Whatever changes you want to do, you can do in the experiment campaign, and now this runs like another campaign along with your original so that we can see the difference. So we can understand whether the changes which we did was positive or worked out well for us or not. That's the idea of experiment campaigns. This really helps to experiment with new features, new landing pages or ad copies. This is a kind of an AB testing which you do to see and figure out if there can be newer versions of ads or landing pages which can work out much better than the current state of performance. Let's see this guys how you can create this experiment campaign. So once we are inside the campaigns page, we can go to specifically experiments. You can search for experiments over here. Now from here, you can create experiments. You can see experiments, you can find it under product groups as well right here. We can create an experiment. The first thing as we spoke about it, it's a copy of the original campaign. So what we have to select is a original campaign first, and then we can go ahead and give it a name, experiment then we can give a start date end date when you want to start this experiment from and give an end date to it. Then you can also define the experiment split. This is the budget split. The budget of the original campaign will be split and you can decide the percentage, how much percentage of that budget will you use in this experiment. You can keep it as a 50, 50% budget split and you can save that. You can see now this is what is becoming a copy of the original campaign which we have created now and we can open this Now you can make any changes which you want to do in this campaign. For that, let's say we want to make some changes to the ads. You can go to the ads section over here and you can edit the ad. Here you can make changes to the headlines, descriptions. In this manner, you can make changes to the ads. Then if you want to make changes to the keywords, you can come to the keyword section and you can add some more keywords, if you want to add some keywords to it. Also, let's say we want to change you can add some extensions if you want to et's say we want to create some new callout, sex extensions, You can see we have made three types of changes in this experiment campaign right now, we changed the ads, we added some keywords, we added some extensions as well, and now we let the campaign run. Once the campaign runs and for a certain period which we have decided for, then comes the decision making stage where you can come to apply Experiment two, and now this gives you two options. So the first option is that whatever changes you have done, those can be applied to the original campaign itself if the campaign was successful. If the campaign turns out to be successful, then you have two things which you can do apply those changes to the original campaign or start a new campaign with those new changes. If the experiment was not a success, then we can just end the campaign now. So these are the two outcomes which you can decide upon at the end of the experiment. I hope this makes sense. You understand now how experiment campaigns are going to run for us, and this really helps to come up with new types of ads, keywords, landing pages, which by through this experiment, we understand are working better than our original ones. I hope this makes sense. Thank you so much guys for listening to this, and I will see you in the next video. 63. Billing Summary, Transactions, Payment Methods, Insertion Orders, Billing Settings - Practical: Hi, guys. Welcome to this session. In this session, we'll see how does the Microsoft Ads billing works on the platform. So once we are on the platform, we can go to the billing section on the far left panel. This is where we get to see all the billing related information regarding the account. The first is we get to see the balance over here, which is there on the account. Then we can add funds as well. You can see the daily transactions in terms of what kind of clicks, impressions you are getting and how much Microsoft is charging you for that. You can see in the transaction history. Apart from this, if you want to add any payment methods, you can do it here where we can add other multiple payment methods. Also, if you want to apply any promotional offers or coupons, that also you can do in the billing section. So if you have any particular promotional coupons, then we can come to the payment methods and we can view promotional offers over here. We can add a promotional code over here. All that is possible. Sometimes Microsoft runs some marketing events where they provide some promotional codes, which you can add over here and get free credits to run your ads, specifically for advertising purposes. So we can use that over here. Apart from that, we get to see the insertion order, in the sense, the specific reports of your payments which you have made on a monthly basis. Billing settings will show all the billing related information. Like your current payment method. You can also do auto recharge. If you want to switch that on, you can do that as well. You can also provide a contact details of the person who takes care of billing, so we can have that email address added over here. Lastly, you get to see the coupon code which we talked about where you can add any promotional codes, which gives you free credits for advertising purposes. I hope this makes sense. You understand now how billing happens on the Microsoft Ads platform. 64. Manage clients as an agency on Microsoft Advertising: Hi, guys. Welcome to this session. In this session, we want to talk about the agency management or agency feature which you can use with Microsoft Ads accounts. So managing clients. So what happening over here is you can also create open an agency account, which basically can help you into managing Microsoft Ads accounts for your clients. Imagine you want to open an agency a digital ad agency where you would like to manage your accounts, your Microsoft Ads accounts for your clients, then we can open a Microsoft Ads manager account. This works like a dashboard or an umbrella account under which all the Microsoft Ads accounts can be linked. Now you just log into your agency account and you will get access to all the Microsoft Ads accounts of your clients. This is what happens mostly in digital ad agencies across the globe. Everybody opens an agency account and from here, they are easily able to manage and access multiple Microsoft Ads accounts in a much more organized manner. So let's have a look at this, how we can use this on the platform as well. Once you're on the platform, you can easily switch over to the manager account by going on the top, as you can see, this is our Google This is our Microsoft Ads account, which we can see. But now, let's say I want to go to my manager account, so I can click on the main name over here. Which will transform the account into a manager account. Now you can see this is our manager account and under which there are two Microsoft Dance accounts. So let's have a look at this. You can go to, let's say, all accounts overview, your account summary. This is one level up your Microsoft Dance account. This is where you can see the two accounts over here. If you want to access any of them, you can just click on them and go inside the Microsoft Dance account. This is your manager account interface which you're looking at. Now with this, you can do two things. One is, let's say you get a new client on board into a agency, now you need to manage their Microsoft Ads account. So there can be two scenarios. One scenario is that they already have Microsoft Ads account. So all you need to do is link that account with your manager account. So for doing that, we can go to Link to accounts which says linked to an existing account, so the client already has a Microsoft Ax account, so they can provide the eight digit alphanumeric code for it. Okay, so we account number which we can give and we can send a linking request to that account and the client can accept that request. This is one way. One scenario. Second scenario can be that the client you onboard it does not have a Microsoft Ads account yet. In such a case, you can help your client create one. You can create a new Microsoft Ads account by filling in all the details like account details, willing business information, tax information, payment information. All of that we fill, we follow the whole process here and we create a new brand new Microsoft Ads account for the client and we start magic. So this is how a manager account gets used or a platform is used over here globally to manage multiple Microsoft tax accounts from one single dashboard. I hope this makes sense. You understand the purpose of agency management manager account which we use here for effectively managing multiple Microsoft tax accounts. 65. Microsoft Ads Resources : Hi, guys. Welcome to this sessions. In this session, we want to discuss about the different Microsoft Ads resources which you can certainly take help from. Microsoft has created a lot of online resources related to their advertising platform, which we can keep with ourselves accessible all the time whenever we are managing the Microsoft Ads account. So let's have a look at this. So the first resource which is super important and useful to refer to all the time is going to be the Microsoft Ads Health Center. Microsoft Help Center is the platform where they have documented every single thing about the features of the Microsoft ADS platform. You will find articles, videos, step by step instructions given for every single feature of the Microsoft Ads platform. This resource gets updated on a regular basis, so you can absolutely go ahead and trust this particular resource and refer to it whenever you are managing the Microsoft ads accounts. The second one which you can also refer to is going to be the Microsoft advertising network policies, where you get to see all the different policies based on which our ads actually run. It's important to know about this as well because it allows you to know about the fact that what are being what are the things which are allowed to be advertised on Microsoft Ads and what isn't. You will get policies and guidelines over here, which you can absolutely go through and understand the scope of advertising you have with Microsoft Ads. It's another very good resource to go through and understand the scope of our work. The third resource which you can certainly refer to is going to be the Microsoft Ads blog. They also write blogs about what are the new updates happening on the Microsoft Ads platform? What new features are coming up, what old file features are going away. All that update is given in their blog. This is where you will get to see all the latest blogs about Microsoft Ads, which you can then absolutely go ahead and read about and understand the latest updates on this platform. And the last one is going to be Search Engine Land, which you can also refer to. It's an independent website where they post a lot of updates about the latest things happening in the world of ads, advertising, PPC, SEO. So here you will also see specifically Microsoft Ads. If you go to PPC and you can go to all PPC, Or we can say paid search. Here, you can see if we have Microsoft as well. So you can get a lot of information about Microsoft Ads. What is happening with respect to PPC and latest updates will be posted over here which you can read through. These are four main resources which you can always refer to understand what's happening on the platform, to refer to it whenever you are managing any Microsoft Ads accounts. 66. Microsoft Ads Certification : Hi, guys. Welcome to the sessions. In this session, we'll talk about the Microsoft and certification which you can do online from their official website. Microsoft has also done provided with their certifications where you can go to their official website and you can take their online certification. So let's have a look at this. Once you search for Microsoft advertising certification, you'll come across the learning lab, Microsoft Advertising. So this is their official website from where you can do the certification. So now here, specifically, they have different types of certifications which you can do. So ideally, if you complete search, display, retail, and retail media, as you see here, this will give you the badge. This will give you the badge specifically of the Microsoft Advertising certified expert. These four together produces this particular certificate which is of Microsoft advertising certified expert. So this you can do. These certifications are going to online completely. They also have another one which is Commerce badge, where you can just do the retail and retail media and that will give you Microsoft adtising Commerce Badge. That you can also earn. These certifications are going to be multiple choice questions where there is a passing percentage of 75% and these certifications will be valid for for one year. You can take the certification and then use these in your business and you can put it up on your website as well, on your profile as well, on your professional resume CV as well. This is really helpful in terms of understanding the platform and also helps you in getting more lines and generating more revenue. I hope this makes sense. I hope you understand now how you can also do a Microsoft Ad certification from their official website. Thank you so much guys for listening to this, and I will see you in the next video. 67. Thank You For Taking This Class!: Hi, guys. I wanted to congratulate you for coming to the end of this class. Thank you so much for taking this class. I hope this was useful. We able to learn the strategies and implement it in your business going forward. I look forward to seeing you soon in a new class, guys. Thank you, guys.