Bing Ads

Bing Ads

The Microsoft Advertising Certified Professional Exam (formerly the Bing Ads Certification Exam) is a globally recognized credential designed to validate an individual’s practical skills and strategic insight in managing and optimizing paid search campaigns on the Microsoft Advertising platform. The exam evaluates a candidate's mastery of key areas including the creation of effective campaigns, precise keyword targeting strategies, compelling ad copywriting techniques, optimal bid strategies, insightful audience segmentation, accurate tracking implementation, and comprehensive reporting analysis. Given Microsoft Advertising's significant reach to millions of users across Bing, Yahoo, and AOL, this certification ensures that professionals are well-equipped to build cost-effective and results-oriented pay-per-click (PPC) campaigns. It reflects the real-world knowledge and strategic thinking required to generate maximum return on investment (ROI) from digital advertising efforts within Microsoft’s advertising ecosystem.

Skills Required

Candidates are expected to have the following core competencies before attempting the certification:

• Familiarity with concepts like CTR, CPC, quality score, conversion rate, and ROI.
• Basic knowledge of structuring ad groups, setting bids, and writing compelling ad copy.
• Ability to perform keyword analysis and implement match types effectively.
• Understanding of budgeting models and bid adjustment techniques.
• Skill in using demographic, geographic, and device-based targeting.
• Familiarity with conversion tracking, UET (Universal Event Tracking), and reporting tools.
• Proficiency in using the Microsoft Advertising UI and its associated features.

Who should take the Exam?

The Bing Ads Certification Exam is ideal for the following individuals:

• Digital Marketing Specialists looking to validate their skills in paid search advertising.
• PPC Campaign Managers responsible for managing ad budgets and delivering measurable results.
• Freelance Advertisers and Consultants seeking to establish credibility with clients through formal certification.
• Marketing Agency Professionals working with clients who use or plan to use Microsoft Advertising.
• E-commerce Managers and Small Business Owners looking to optimize online ad spend and reach audiences beyond Google Ads.
• Students or Entry-Level Marketers aiming to build a solid foundation in search engine marketing (SEM).

Course Outline

• Module 1: Introduction to Microsoft Advertising
• Module 2: Campaign Structure and Setup
• Module 3: Keyword Research and Targeting
• Module 4: Ad Creation and Optimization
• Module 5: Budgeting and Bidding Strategies
• Module 6: Audience Targeting
• Module 7: Performance Tracking and Analytics
• Module 8: Optimization and Best Practices
• Module 9: Shopping Campaigns and Product Ads
• Module 10: Reporting and Account Management