Bing Mobile: How to Launch Mobile Search Campaigns using Microsoft adCenter Desktop

Mobile Advertising has steadily come into its own with the advent and growth of mobile broadband networks (3G/4G) and mainstream hardware that is able to offer us desktop-like browser capabilities (Safari on the iPhone). The third piece of the pie, growth of mobile content, has lagged behind the predictions of many industry pundits - resulting in stagnation of "the Year of Mobile".

However, with the dawn of the new decade, we're seeing mounting evidence that mobile advertising is finally here (or close to here) as a viable media format, offering great content and accessibility to consumers. Microsoft Mobile search gives advertisers trying to create the optimum media mix the ability to target local consumers on the go; and Bing has become a great platform to diversify our portfolio of offerings.

Why Bing for mobile?

Bing for mobile offers a complete platform for mobile that is easy to set up and continues to grow rapidly. Bing for mobile attracts a highly engaged audience, providing more than a search experience - Bing is the mobile decision engine for millions of consumers. This provides an ideal opportunity for you to advertise your brand. Users can click your ad to call or browse your website directly from Bing for mobile's results page.

In addition, Microsoft's exclusive relationship with Verizon Wireless has increased Bing for mobile's presence in the mobile web.

The Verizon Wireless and Bing for mobile partnerships brings Bing to America's largest wireless carrier as the default search engine to over 80M customers.

What are the guidelines for Mobile ads served through Bing?

Mobile ads are slightly different from the regular text ads you see on Bing. They are shorter and have different character limits:

The ad Title is a maximum of 18 characters; the ad Text (Description) has a max of 18 characters, display URL has a max of 20 characters and 10 characters is the max for business phone. So there's less room, but remember, there is only one ad served on the Mobile SERP instead of the usual 8 on a PC at this time.

How do you launch your own Mobile Ads on Bing?

Mobile campaigns on Bing can be launched in two ways:

1. Through adCenter

2. Through the adCenter Desktop

I want to share my experience setting up a mobile campaign through the adCenter Desktop. For more information on setting up mobile ads in adCenter, see the related adCenter Help topic.

What you will need:

• 1. adCenter Desktop installed on your computer
• 2. An active account in adCenter
• 3. Campaign and Ad-Group information (including budgets)
• 4. Keywords and appropriate landing page URLs
• 5. Text ads (that fit mobile-ad guidelines - see above)

Step 1: Set Up your account on adCenter Desktop.

Step 2: Download changes from the adCenter UI into the Desktop, to keep a local copy as well as having the latest changes. I use this as a best-practice so I don't accidentally over-write any other changes I may have made on the adCenter UI.

Step 3: Export a copy of your account bulk-sheet prior to making any changes... (so you always have a back-up copy to fall back on.)

Step 4: Utilize the Campaign Wizard to create your Mobile campaign

Step 5: Enter Campaign details and any campaign level negatives you may want to add:

Step 6: Enter Ad Group details and any ad-group level negatives you may want to add:

Step 7: Fill in the Ad details. The Desktop tool gives you a preview of what your ad will look like on a phone!

Step 8: Enter the keywords for the Ad -Group and click Finish. (These can be copied and pasted from an excel file, just use the headings).

Step 9: Upload the newly created mobile campaign to adCenter. (This can be done by right clicking on your account and selecting "Upload")

Pending editorial review, your ads will be live on m.bing.com! For more information on launching mobile campaigns and using the adCenter Desktop, please visit the Microsoft Learning Center.

Good luck!

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