Live review Here’s everything you need for practical guidance on Microsoft’s advertising placement

Get practical guidance on Microsoft's advertising placement in this live review

Looking back at the live broadcast of the “Microsoft Advertising Placement Operation” on May 19th, YinoLink introduced the three major types of advertising and the practical operation of advertising types from the perspective of a Microsoft Advertising official agent. The role of necessary advertising tools, the setting of advertising tools, and the preparation and precautions for opening a Microsoft Advertising account were also detailed.

Placement Operation

Three Major Types of Advertising:

The section on practical operation of Microsoft Advertising is too long. You can search for “YinoLink’s Friday Marketing Academy” to view the replay of the “Microsoft Advertising Placement Operation” live course. There are also other related courses on mainstream media channels for everyone to learn for free.

Microsoft Advertising Tools:


Universal Event Tracking is a code installed on the website. It records audience activity, i.e. what users do on your website, and sends this information to Microsoft Advertising. We use it to unlock key features of Microsoft Advertising, such as conversion tracking, audience targeting, and automated bidding strategies. Note:

Each website only needs one UET tag.

Usually, an advertiser only has one website, so they only need one UET tag to support all of these features.

In some cases, an advertising client may have two different websites for two completely different businesses. In this case, they will need two UET tags.

Scenarios and Advantages of UET:


In advertising, keywords are words or phrases associated with advertisements. Users can find the advertiser’s advertisement in the corresponding position on the search results page by searching for keywords.

Keywords are the foundation of a successful online marketing strategy.

Keywords determine which search queries will trigger your ad display.

The Keyword Planner can help advertisers:

Analyze landing page URLs.

Compare ad impressions with competitors.

Customize individual ad groups and keyword bids.

View keyword search volume for a specified time.

Keyword matching:

Exact match: Matches in the same order and without any additional words. The search symbol is [].

Phrase match: Matches in the same order, but other words may be present before or after the phrase. The search symbol is “”.

Broad match: Matches in any order and includes related words, concepts, and synonyms. There is no search symbol.

CTR: Exact match > Phrase match > Broad match.

Impressions: Broad match > Phrase match > Exact match.

Keyword optimization:

Only use high-converting precise words as ad keywords.

Use two or more keywords per ad group.

Using 5 to 20 keywords per ad group is more appropriate.

Timely view user search terms and expand negative keyword lists.

Place keywords in ad copy and landing pages to increase ad relevance.

Advertising Editor (Editor):

Editor is an intuitive and simple editing tool provided by Microsoft, which is suitable for Windows or Mac. It can simplify the management process of search advertising campaigns and view various data of ad presentation online or offline. It can save advertisers time in editing and adjusting ads and improve the effectiveness of marketing activities.

Quick start with Microsoft Advertising: Import your account data using Google lmport and transfer it directly to Microsoft Advertising Editor.

Quick start: Sync your ad campaigns and accounts, make changes or additions offline, and then upload revisions with one click.

Bulk editing: create advertising campaigns, edit ads, efficiently manage URLs, ad copy, budgets, bidding targets, and additional ad information.

Multi-account management: download multiple accounts simultaneously, copy projects (such as advertising campaigns) from one account to another, and perform multiple Google imports at the same time.

This live stream also introduces the ad import tool: it can help advertisers who have already conducted business on platforms such as Google to process in bulk more conveniently and efficiently, saving time and effort; additional information: other information related to business can be added to the advertisement.

Account Preparation and Considerations:

Assets: Website Preparation

Website Policy:

The website cannot be too similar to other websites.

The website footer information should be completed, and the template information cannot be used directly without supplementing your real and valid information.

Complete policy terms are required, such as Terms & Conditions, Privacy Policy, Return Policy, About Us, etc., and the information must be true and consistent with the business license submitted for account opening. Do not fill in the information of other business licenses.

The phone number must be real, and the same phone number cannot appear on other websites.

The address must be specific and real.

The domain name of the URL involved in the content needs to be consistent with the website link domain name.

False positive reviews cannot appear on the website.

Unauthorized portrait and brand websites cannot be used.

There cannot be too much disruptive content (large-scale pop-ups, etc.).

Website Content and Products:

All buttons on the website can be clicked and redirected normally, and there are no invalid buttons. 404 errors or correct redirections cannot appear.

The product link on the website should be consistent after clicking and redirecting.

The website image information needs to be fully loaded, displayed normally, and without any blank spaces.

The product information is detailed, for example: clothing products require a size chart.

There must be products under different categories on the website, and there should not be any invalid blank categories.

E-commerce websites can complete payments. The payment methods/discounts must be real and effective. The website needs to have products that can be sold normally, and payments can be completed normally. If there is a situation where free shipping is available for reaching a certain amount, it also needs to be real and effective during payment.

The above is the live content of the “Microsoft Advertising Mandatory Course Phase 2” advertising operation. Please stay tuned for the next “Microsoft Advertising Mandatory Course Phase 3” for a detailed explanation of advertising policies. If you have any questions, you can leave a comment or message~

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