let’s talk about ads just a real quick overview we’ll talk about ads a lot more in depth later but let’s just cover the basic idea so how do ads work with Bing this is basically your bait to hook potential customers remember you’ve already gotten to read their mind because you already know what they’re looking for from bidding on the keywords that you did your ad just needs to line up with exactly what they’re searching for so you can see that the Bing platform gives you a lot of different options for things to use creatively for your ads this is very cool we’re very fortunate to have you know access to these systems so you can choose which landing page you send them to you can choose you get quite a long headline you get like kind of two headlines titled part 1 and title part 2 title part 2 will be split by that little divider in the middle and it will also look different on different devices so that is all kind of real estate that you can use to speak to what your your potential customers are searching for you can put anything you want there basically and then the path is another section to kind of show people a little more of what they’re looking at and then add text I mean this one’s pretty basic but you can actually fill up says there’s 60 more characters remaining so you could actually write a lot more in that that add text down there so you get quite a lot of space to you know speak to what people are searching for and try to persuade them to click on your ad and come to your website or to your landing page so you can use the lines that give you to entice your keyword seekers to click on your ad a very simple formula if you know nothing else about writing ads and just want to get started is to feed their keyword back to them in the ad basically just tell them exactly what they’re searching for is in the ad so if the keyword that you’re bidding on is best dog groomer that they clicked on or that they’re searching for they type that into the search engine then your ab headline could be as simple as best dog groomer in town that’s literally what they’re searching for and it’s pretty simple if you follow that guideline you will be pretty great with ads you know 80 90 % effective your ad is also where you put your landing page and this is where you tell being where to send someone after clicking so if someone clicks on your ad you will be charged for the click that’s where you pay for your clicks when someone clicks on your ad then they will be sent to your landing page you can see which ads have gotten clicked on the most and you’re being dashboard you can see individual coverage cost per click per ad so each ad will have its own individual cost per click average cost per click you can also see average click-through rate per AD so that’s how often where your ads clicked on per 100 impressions so if your ad was showing a hundred times how many times did someone actually click on it that’s your click-through rate percentage higher click-through rate means you are matching what your searchers are looking for it also means being will give you a higher quality score and be more likely to show your ad more often because a high click-through rate means you are giving Bing searchers exactly what they’re looking for real quick we can talk about split testing ads I’ll show you how to do it later but it’s very simple split testing means running two ads for the same landing page to the same keywords but you’re changing one or more details to see which one gets a higher click-through rate this is very easy to do in Bing simply create two or more ads in an ad group and Bing will automatically split test them for all the impressions your ad can be shown for it will automatically show each one roughly 50% of the time until it finds a winner let’s talk real brief briefly about a little bit of advanced ad stuff so we’ll talk about lots more about creating ads later but for now a good rule of thumb for is give the searcher exactly what they’re searching for that’s kind of what I’ve mentioned before and if you just follow that guideline you will do quite well