Bing Ads, end-to-end — Vol. 04 of The Operator's Manual ebook cover

Vol. 04 · The Paid Search Series

Bing Ads, end-to-end.

The Operator's Manual

Bing is the search engine of the office — the default on every corporate Windows machine, inside Edge, Outlook and Copilot — which is exactly where your B2B buyer spends the working day. This volume covers what to import, what to measure, what to ignore, and what to never do twice.

$39USD · one-time · PDF
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The contents page and two sections from Bing Ads, end-to-end — tap any page to read it full size.

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§ 01 — What's inside16 sections · 5 parts
  1. 01
    Account & campaign structure

    Manager accounts, the four-tier hierarchy, the Google import, and naming.

    Part · Foundation
  2. 02
    Campaign types & goals

    Search, Audience, Performance Max, Shopping — and when each is a trap.

    Part · Foundation
  3. 03
    Ad formats & assets

    RSAs, Multimedia Ads, assets, Audience Ads and video, with cost ranges.

    Part · Foundation
  4. 04
    Keywords & match types

    Intent taxonomy, match types, negatives, partner traffic, and search term discipline.

    Part · Reach
  5. 05
    LinkedIn profile targeting

    Company, industry and job function bid-ups — the thing no other search engine can do.

    Part · Reach
  6. 06
    The UET tag

    Universal Event Tracking installation, conversion goals, enhanced conversions, consent.

    Part · Measurement
  7. 07
    Bidding & budget

    Bid strategies, budgets, the Google import mapping, and benchmarks by intent class.

    Part · Measurement
  8. 08
    Attribution

    Conversion windows, msclkid, UTM discipline, offline conversion import, CRM revenue.

    Part · Measurement
  9. 09
    Platform integrations

    Google import, GA4, Clarity, CRM, MAP, ABM, middleware, Editor and the API.

    Part · Measurement
  10. 10
    Lead forms & landing pages

    Lead form extensions, landing page quality, and when to use each.

    Part · Execution
  11. 11
    The Audience Network

    MSN, Outlook, Edge and partners — native reach to professionals at work.

    Part · Execution
  12. 12
    Testing & optimization

    Experiments, significance rules at low volume, and the weekly cadence.

    Part · Execution
  13. 13
    Account-based search

    Company-level bid-ups, persona layering by job function, the competitor play.

    Part · Execution
  14. 14
    Reporting & KPIs

    Funnel-stage KPIs, cadence, cross-platform comparison, benchmark targets.

    Part · Discipline
  15. 15
    Compliance & governance

    Consent, GDPR, policy and trademarks, LinkedIn data use, account hygiene.

    Part · Discipline
  16. 16
    Quick reference

    Launch checklist, common mistakes, vocabulary.

    Part · Discipline
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