BeginnerStart here. No prior knowledge assumed.
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Lesson 1
Microsoft Advertising Fundamentals
Where the inventory comes from, the audience difference, and why CPCs are usually lower.
Lesson 2
How Search Auctions Work
Auction mechanics apply across platforms — start here if paid search is new.
Lesson 3
Keyword Match Types
Broad, phrase and exact, and how match type governs what you actually pay for.
Lesson 4
Negative Keywords
The single highest-return habit in any search account.
Lesson 5
Conversion Tracking
Microsoft needs its own UET tag — nothing optimises without it.
Why are Microsoft CPCs often lower than Google?
What must be installed before Microsoft smart bidding works?
IntermediateBuild on the basics.
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Lesson 1
Importing from Google Ads
What transfers cleanly, what needs correction, and the recurring-sync trap.
Lesson 2
Search Campaign Setup
Account architecture that makes later optimisation possible.
Lesson 3
Ad Copy That Works
Writing search ads — the principles carry across platforms.
Lesson 4
Ad Extensions
Sitelinks, callouts and structured snippets that improve click-through.
Lesson 5
Bidding Strategies
Manual versus automated, and why data volume decides.
Biggest risk when importing from Google Ads?
What does recurring sync from Google risk?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Microsoft Audience Network
Native placements across MSN, Outlook and Edge with intent-informed targeting.
Lesson 2
LinkedIn Ads for Comparison
Judging when Microsoft profile targeting is the cheaper route to the same audience.
Lesson 3
B2B Marketing Strategy
The buying committee reality that shapes B2B search performance.
Lesson 4
Landing Page Optimisation
Paid traffic is wasted without a page that converts.
Lesson 5
Attribution Modelling
Crediting Microsoft fairly in a multi-channel mix.
What targeting is unique to Microsoft Advertising?
How should Audience Network campaigns be structured?