Dalip Tyagi | Head, SMB Agency Audience Marketing, Bing Ads

Alan Amerault | Associate Director of Digital Marketing, Cardinal Path

Bethany Bey| Digital Marketing Consultant, Cardinal Path
Meet Dalip Tyagi | @dtyagi
Head, SMB Agency Audience Marketing/ Bing Ads
Dalip Tyagi leads the SMB Agency Strategy and Marketing for Bing Ads. In this
role, he is responsible for driving recruitment and engagement with digital
marketing agencies and individual search ad professionals.
Background:
Been with Microsoft for more than seven years in different roles
Worked extensively with partners and developers.
Led the WebsiteSpark program targeted at web professionals to promote cloud
technologies.
Deloitte Consultings Strategy and Operations practice.
Dalip holds an undergraduate degree in engineering from Delhi College of
Engineering in India and a master's degree in business administration from the
Ross School of Business, University of Michigan.
Meet Alan Amerault | @AlanAmeraultCP
Associate Director, Digital Marketing @ Cardinal Path
Web analytics and digital marketing agency
Microsoft partner (Training & Digital Advertising)
Manage the Digital Marketing business
Background
5 years spent at Microsoft Advertising in Seattle / London
Deliver training, webinars, seminars on SEM / SEO across N. America
Meet Bethany Bey | @bethany_bey
Digital Marketing Consultant
Manages DM client accounts for both B2B and B2C businesses
Years of experiences working with clients on Bing, Google, as well as
social platforms
Senior Digital Marketing Trainer
Travel the US and Canada teaching Google AdWords and Bing Ads in
live, hands-on trainings
Writer for DM industry blogs including Search Engine Journal and the
Cardinal Path blog
Course Topics
Getting Started with Bing Ads
01 | Introduction to Bing Ads
02 | Getting Started with Bing Ads
03 | Bing Ads Advanced Features
04 | Optimizations and the Bing Ads Editor
Setting Expectations
Target Audience
New users to the Bing Ads platform
Bing Ads users who need a refresher
Suggested Prerequisites/Supporting Material
Bing Ads Account: www.bingads.com
Getting Started: www.advertise.bingads.microsoft.com/en-us/getting-started
Sales resources and insights: www.bingads.com/agency
Access training content: http://aka.ms/bing-ads
Take BAAP exam: www.advertise.bingads.microsoft.com/en-us/training-accreditation
For Questions:
Email: bingconnect@Microsoft.com
Call: 1-800-518-5689

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01 | Introduction to Bing Ads
Alan Amerault | Associate Director of Digital Marketing, Cardinal Path
Bethany Bey| Digital Marketing Consultant, Cardinal Path
Why Bing Ads?
Basics of search advertising
Targeting
Keywords and keyword bids
Optimization
Key takeaways
Module Overview
What is Bing?
Bing is the search platform for Microsoft.



Its a destination that enables searchers on PCs, mobile phones, and tablets to find the
information they need so they can do the things they want to do.

Microsoft Confidential
Its an easy-to-use platform that powers search ads on the Yahoo! Bing Network all over the world. It
features:

What is Bing Ads?
Several budgeting
options
Fast, free sign-up Customer
targeting
Microsoft Confidential
An Introduction: The Yahoo Bing Network
A combined advertising marketplace made up of Yahoo, Bing and syndicated partner sites.
Core Search Sites
Facebook
Amazon
Monster
WebMD
CNBC
Viacom
Partner Sites
Microsoft Confidential
The Yahoo Bing Network audience
Reach a wide audience on the Yahoo Bing Network
1
in the U.S., where searchers spend more.

1. The Yahoo Bing Network includes Microsoft and Yahoo Core Search sites in the U.S.
2. comScore Core Search (custom), Dec 2013.
Microsoft Confidential
Bing Ads marketplace
Bing Ads is available in 33 countries and coming soon to 15 additional countries.

Microsoft Confidential
Basics of search advertising
How search advertising works
Search advertising campaigns
Targeting strategies
Keywords and keyword bids
Optimization


Microsoft Confidential
How search advertising works
MySite.com
Query
Organic search results
Paid search results
Microsoft Confidential
Search advertising campaign flow

Write ads for the
products or
services your
provide.
Select the
demographics of
your target
audience.
Bid on keywords
that are relevant to
your products and
services.
Adjust your
campaigns based
on return from
Bing ads traffic.
Microsoft Confidential
Bing Ads targeting strategies
Targeting options enable you to show your ads to the right people, at the right time.
Microsoft Confidential
How keywords work
Keywords are basis of any search advertising campaign, as they determine with which searches your
ads will appear.
Microsoft Confidential
Finding keywords and setting keyword bids
customers
needs.
Use keyword tools to find additional keywords.
Bing Ads keyword research tool
Bing Ads Intelligence
Choose optimal keyword bids

Microsoft Confidential
Optimization
Run reports
to monitor
performance
Refining
keyword
selection
Adjust
keyword bids
Test ad
messaging
Fine-tune
targeting
Microsoft Confidential
Key Takeaways
2013 Microsoft Corporation. All rights reserved. Microsoft, Windows, Office, Azure, System Center, Dynamics and other product names are or may be registered trademarks and/or trademarks in the
U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft
must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after
the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.