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Welcome, and what you will be able to do by the end

Back to: Microsoft Advertising: The Complete Practitioner Course

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Objective: Understand the shape of the course and the outcome it is built around.

What this lesson covers

  • The outcome: a live, correctly configured Microsoft Advertising account you would hand to a client
  • Why this course builds one real account rather than showing screenshots of someone else’s
  • How the modules stack: decide, set up, structure, measure, optimise
  • What is deliberately not covered, and where to go for it

[Record video here. Replace this brief with the lesson write-up.]

Orientation

Welcome, and what you will be able to do by the end
Lesson 1 of 3 within section Orientation.
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How to use this course, and what you need before you start
Lesson 2 of 3 within section Orientation.
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The account you will build as you go
Lesson 3 of 3 within section Orientation. You must enrol in this course to view its content.
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Module 1: Why Microsoft Advertising, and who it is actually for

What Microsoft Advertising actually is
Lesson 1 of 5 within section Module 1: Why Microsoft Advertising, and who it is actually for. You must enrol in this course to view its content.
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Who the audience is, and why that changes what you sell to them
Lesson 2 of 5 within section Module 1: Why Microsoft Advertising, and who it is actually for. You must enrol in this course to view its content.
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The honest case for the channel
Lesson 3 of 5 within section Module 1: Why Microsoft Advertising, and who it is actually for. You must enrol in this course to view its content.
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The honest case against, and when to walk away
Lesson 4 of 5 within section Module 1: Why Microsoft Advertising, and who it is actually for. You must enrol in this course to view its content.
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Sizing the opportunity before you spend anything
Lesson 5 of 5 within section Module 1: Why Microsoft Advertising, and who it is actually for. You must enrol in this course to view its content.
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Has Quiz

Module 2: Account setup and the Google Ads import

Creating the account, and the one setting you cannot undo
Lesson 1 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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Billing: pre-pay, post-pay and spend limits
Lesson 2 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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Path A: importing from Google Ads
Lesson 3 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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What the importer gets right, and what it quietly breaks
Lesson 4 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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Paths B and C: from scratch, and the hybrid
Lesson 5 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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Your first Search campaign, start to finish
Lesson 6 of 6 within section Module 2: Account setup and the Google Ads import. You must enrol in this course to view its content.
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Has Quiz

Module 3: Campaign types and when to use each

Search campaigns
Lesson 1 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Shopping and Microsoft Merchant Center
Lesson 2 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Performance Max on Microsoft, and why it is not Google’s PMax
Lesson 3 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Audience campaigns
Lesson 4 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Vertical Ads and App Install
Lesson 5 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Choosing a campaign type: the decision tree
Lesson 6 of 6 within section Module 3: Campaign types and when to use each. You must enrol in this course to view its content.
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Has Quiz

Module 4: Keywords, match types and negatives

The three match types, and how Microsoft differs from Google
Lesson 1 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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Close variants: why exact match is not exact
Lesson 2 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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Negative keywords: the most valuable work in the account
Lesson 3 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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The search terms report, run properly
Lesson 4 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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Keyword Planner and keyword discovery
Lesson 5 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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Structuring ad groups in 2026
Lesson 6 of 6 within section Module 4: Keywords, match types and negatives. You must enrol in this course to view its content.
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Has Quiz

Module 5: Bidding and budgets

The bidding ladder
Lesson 1 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Manual CPC and Enhanced CPC
Lesson 2 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Maximize Clicks and Maximize Conversions
Lesson 3 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Target CPA and Target ROAS
Lesson 4 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Target Impression Share and brand defence
Lesson 5 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Budgets, pacing and bid adjustments
Lesson 6 of 6 within section Module 5: Bidding and budgets. You must enrol in this course to view its content.
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Has Quiz

Module 6: Conversion tracking with UET

Why everything downstream depends on this
Lesson 1 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Creating and installing the UET tag
Lesson 2 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Verifying the tag actually fires
Lesson 3 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Conversion goals: types, categories and the default set
Lesson 4 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Event tracking via GTM and direct JavaScript
Lesson 5 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Enhanced conversions
Lesson 6 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Offline conversions and msclkid
Lesson 7 of 7 within section Module 6: Conversion tracking with UET. You must enrol in this course to view its content.
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Has Quiz

Module 7: The Audience Network and LinkedIn targeting

What the Microsoft Audience Network is, and what it is not
Lesson 1 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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The default that wastes most of the budget on this platform
Lesson 2 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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Running MSAN as its own campaign
Lesson 3 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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Creative requirements for native placements
Lesson 4 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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LinkedIn profile targeting
Lesson 5 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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Placement controls, exclusions and brand suitability
Lesson 6 of 6 within section Module 7: The Audience Network and LinkedIn targeting. You must enrol in this course to view its content.
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Has Quiz

Module 8: The optimisation playbook

Week 1: foundations
Lesson 1 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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Weeks 2 to 4: search terms, bid strategy, audience layers
Lesson 2 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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Months 2 and 3: expansion and refinement
Lesson 3 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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Microsoft Clarity: free session recording tied to your ad data
Lesson 4 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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AI Max: search term matching, text customisation and URL expansion
Lesson 5 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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The ongoing cadence
Lesson 6 of 6 within section Module 8: The optimisation playbook. You must enrol in this course to view its content.
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Has Quiz

Next Steps

Your 90 day plan
Lesson 1 of 5 within section Next Steps. You must enrol in this course to view its content.
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The account audit habit
Lesson 2 of 5 within section Next Steps. You must enrol in this course to view its content.
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Review this course
Lesson 3 of 5 within section Next Steps. You must enrol in this course to view its content.
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Join the Elite Media Buyers community
Lesson 4 of 5 within section Next Steps. You must enrol in this course to view its content.
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What to learn next
Lesson 5 of 5 within section Next Steps. You must enrol in this course to view its content.
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