GLOSSARY
Search Marketing FAQ
Concise answers to the most common questions relevant to SEO, GEO, CRO, and PPC. Filter by discipline, platform, and topic. Cortex references its corpus of platform-published best practices to draft each answer, with citations linking back to the source documents.
Showing 1057-1080 of 1947 questions
What is the difference between Microsoft Advertising and LinkedIn Ads?PPCBing Ads+
LinkedIn Ads serves on LinkedIn.com only with full LinkedIn targeting (company, role, skills, group membership). Microsoft Advertising serves on Bing/Yahoo/MSN with LinkedIn profile targeting overlay. Microsoft Advertising is cheaper per click but only uses LinkedIn data for targeting layered on search/audience intent. LinkedIn Ads gives deeper B2B targeting at 3-5x higher CPC.
in Microsoft Ads Unique Features
How does Microsoft's LinkedIn profile targeting compare to LinkedIn Ads targeting?PPCBing AdsBing+
Microsoft Advertising's LinkedIn targeting uses company, industry, job function, job title, and seniority - a subset of LinkedIn Ads' full targeting set. Missing: skills, groups, schools, fields of study, certifications. But Microsoft Advertising is 5-10x cheaper per click than LinkedIn Ads for the same audience because users see ads on Bing rather than scrolling LinkedIn feed.
in Microsoft Ads Unique Features
Can I use Microsoft Customer Match?PPCBing AdsAudience Targeting+
Yes. Upload customer email lists (hashed by Microsoft on upload). Microsoft matches hashes against Microsoft Account, Outlook.com, and LinkedIn user data. Use matched lists for remarketing on Search and Audience Network. Customer Match requires at least 300 matched users to activate; lists below this stay paused until they grow.
in Microsoft Ads Unique Features
What are sitelinks and other ad extensions in Microsoft Advertising?PPCBing AdsGoogleAd CreativeQuality Score+
Same set as Google Ads: sitelinks (up to 10 per campaign), callouts, structured snippets, call extensions, location extensions, price extensions, image extensions, promotion extensions, app extensions. Adding all relevant extensions can boost CTR 10-25% and Ad Rank. Microsoft Advertising shows extensions roughly at the same rate as Google for matched query intent.
in Microsoft Ads Unique Features
How does Microsoft Advertising handle mobile vs desktop bidding?PPCBing AdsBid Strategies+
Same architecture as Google. Apply device bid adjustments (-100% to +900%) at campaign or ad group level. Smart Bidding strategies adjust automatically without manual adjustments. Bing's user base is more desktop-heavy than Google's (50/50 mobile/desktop vs 65/35 on Google), so desktop optimization matters more on Microsoft Advertising.
in Microsoft Ads Unique Features
Can Microsoft Advertising target by device or operating system?PPCBing AdsAudience TargetingBid Strategies+
Yes for device (desktop, mobile, tablet) and OS (Windows, iOS, Android). Useful for app campaigns and OS-specific products (software, accessories). Set bid adjustments per device or exclude entirely. Microsoft Edge users can also be targeted specifically via custom audience segments in the Audience Network.
in Microsoft Ads Unique Features
What is the Microsoft Advertising Editor?PPCBing AdsGoogle+
Microsoft Advertising Editor is a free desktop application for bulk campaign management, equivalent to Google Ads Editor. Download from advertising.microsoft.com/tools. Make offline edits across thousands of keywords and ads, then upload changes at once. Essential for accounts with 10k+ keywords or for agencies managing multiple Microsoft Advertising accounts.
in Microsoft Ads Unique Features
How do I bulk edit campaigns in Microsoft Advertising?PPCBing Ads+
Use Microsoft Advertising Editor for desktop-app bulk editing. Or use Bulk Operations in the web UI: download a CSV of campaigns/ad groups/keywords/ads, edit in Excel, upload back. Or use Microsoft Advertising Scripts for programmatic bulk changes. For mass updates spanning 10k+ entities, the Editor is fastest.
in Microsoft Ads Unique Features
Does Microsoft Advertising support Performance Max?PPCBing AdsGoogleBid StrategiesAd Creative+
Yes. Microsoft Performance Max launched in 2023 with similar functionality to Google's: single campaign across Search, Audience Network, and Shopping with full Smart Bidding automation. Asset groups, audience signals, and brand exclusions all supported. Performance compared to Google Performance Max varies by industry - test before fully committing budget.
in Microsoft Ads Unique Features
How do I run shopping ads on Bing?PPCBing AdsGoogleBid Strategies+
Set up a Microsoft Merchant Center store. Submit your product feed (or auto-import from Google Merchant Center). After approval, create a Shopping campaign in Microsoft Advertising linked to your Merchant Center store. Choose Manual CPC or Maximize Conversions/Conversion Value bidding. Add product groups for segmented bidding. Shopping ads serve on Bing.com SERPs and Microsoft Audience Network.
in Microsoft Ads Unique Features
What is Microsoft's dynamic remarketing?PPCBing AdsAudience Targeting+
Dynamic remarketing serves Audience Network ads showing the specific products a user viewed on your site (instead of generic creative). Requires product feed in Microsoft Merchant Center and dynamic remarketing audiences built from UET. Strong for e-commerce abandoners - typical CTR is 2-3x static remarketing rates. Set up via Tools > Microsoft Merchant Center.
in Microsoft Ads Unique Features
Can I track offline conversions in Microsoft Advertising?PPCBing AdsBid StrategiesConversion Tracking+
Yes via Offline Conversion Imports. Capture the MSCLKID (Microsoft click ID) on lead forms, store in your CRM, then upload conversion events tied to that MSCLKID once leads convert offline. Available via API, scheduled CSV upload, or Salesforce/HubSpot integrations. Critical for B2B Smart Bidding accuracy on long-cycle leads.
in Microsoft Ads Unique Features
How do I import Google Ads conversions to Microsoft Advertising?PPCBing AdsGoogleBingAnalytics & Tracking+
You cannot import Google Ads conversion events directly. Either use Microsoft UET to track the same conversion events natively, or use Google Analytics 4 with Bing as a connected source and import GA4 conversions to Microsoft Advertising via the Google Analytics import workflow. Most agencies just install UET separately to track the same events.
in Microsoft Ads Unique Features
What is Microsoft Advertising's recommendation score?PPCBing AdsConversion Tracking+
Microsoft Advertising shows a Recommendations panel similar to Google's, scoring your account from 0-100% on adoption of best practices. Recommendations cover bidding, creative, structure, conversion tracking. Apply with caution - some recommendations expand budget or auto-apply changes you may not want. Review individually rather than bulk-accepting.
in Microsoft Ads Unique Features
Does Microsoft Advertising support Smart Search ads?PPCBing AdsAd Creative+
Yes. Smart Search is Microsoft's lightweight Performance Max equivalent for small businesses - automated cross-channel campaigns requiring minimal setup. Similar to Google's Smart campaigns. Useful for SMBs without dedicated PPC management. More advanced advertisers will prefer full Performance Max or Standard Search for the additional control.
in Microsoft Ads Unique Features
How do I run experiments in Microsoft Advertising?PPCBing AdsAd CreativeLanding PagesA/B Testing & Experimentation+
Microsoft Advertising's Experiments feature splits campaign traffic 50/50 between a control and a variant. Test bid strategies, ad copy variants, landing pages, or audience configurations. Recommended duration 2-4 weeks for statistical significance. Promote winners to the main campaign once stable. Reduces guesswork on whether changes actually lift performance.
in Microsoft Ads Unique Features
Does Microsoft Advertising have a search terms report?PPCBing AdsNegative Keywords+
Yes. The Search Terms report shows the actual queries that triggered your ads, identical to Google's report. Use it to mine negative keywords and to promote winning queries to new exact-match keywords. Review weekly for active broad-match campaigns. Same workflow and benefits as Google's report.
in Microsoft Ads Unique Features
How do I add audiences in Microsoft Advertising?PPCBing AdsAudience Targeting+
Go to Tools > Audiences. Create remarketing lists from UET, Customer Match lists, in-market audiences (pre-built Microsoft segments), affinity audiences, or LinkedIn profile audiences. Apply to campaigns as targeting (restricts who sees ads) or observation (data collection only). Combined audiences supported - blend multiple segments with AND/OR/NOT logic.
in Microsoft Ads Unique Features
How does the Microsoft Advertising API work?PPCBing AdsReporting & KPIs+
RESTful API exposing all campaign management, reporting, and conversion-import operations. Authentication via OAuth 2.0. Most common SDK is for .NET; Python and other languages have community SDKs. Used by agencies for cross-account management, custom dashboards, and automated optimizations beyond what Scripts or Editor can handle.
in Microsoft Ads Unique Features
How do I create a Meta Business Manager account?PPC+
Go to business.facebook.com, click Create Account, enter your business name, your name, and a work email. Confirm via email. Inside Business Manager, add your Facebook Page and Instagram account, create an ad account (Settings > Business Settings > Ad Accounts), and assign yourself admin access. Setup takes 10-15 minutes for a single-business account.
in Meta Ads Setup & Tracking
How do I create a new Meta ad account?PPC+
Inside Business Manager, go to Business Settings > Accounts > Ad Accounts > Add > Create a new ad account. Enter account name, time zone, and currency (these are locked once set). Add a payment method. Assign people and partner agencies. New ad accounts have lower starting spend caps that lift after spending history accumulates.
in Meta Ads Setup & Tracking
How do I add people, partners, or agencies to my Business Manager?PPC+
In Business Settings, go to Users > People (for direct hires) or Users > Partners (for agencies). Add by email and assign role-based access. People log in with their personal Facebook account. Partners are added by Business Manager ID, which the agency provides. Always grant minimum necessary permissions; revoke when staff or vendors leave.
in Meta Ads Setup & Tracking
How do I assign permissions or access levels to an ad account?PPC+
In Business Settings > Ad Accounts, select the account, click Add People, pick a user, and choose access level. Three levels: Admin (full control including billing), Standard (manage campaigns, no billing), and Reports Only. For agencies use Partners flow, not People. Audit access quarterly to remove offboarded staff.
in Meta Ads Setup & Tracking
How do I connect my Facebook Page and Instagram account to Business Manager?PPC+
In Business Settings > Accounts > Pages > Add > Add a Page (if you own it) or Request Access (if a client owns it). For Instagram, link via Settings > Linked Accounts on the page itself, then verify the Instagram handle inside Business Manager. Required for ads to use brand identity in feed and Stories placements.
in Meta Ads Setup & Tracking