StretchLearn Course

Win cheaper clicks where your competitors aren't bidding

Microsoft Advertising reaches a third of US desktop searches at lower CPCs than Google — with LinkedIn targeting nobody else has.

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Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Microsoft Advertising reaches the Bing, Yahoo, AOL, and DuckDuckGo search network plus Microsoft sites, often at a fraction of Google's cost per click. This course teaches you to stand up an account by importing from Google Ads, then re-tune it for the Microsoft audience using exclusive LinkedIn company, industry, and job-function targeting. You will leave able to launch, measure, and scale campaigns that earn a lower cost per lead.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Create and structure a Microsoft Advertising account using the Google Ads import tool

Identify the demographic and device differences that make Bing audiences distinct and cheaper

Configure LinkedIn company, industry, and job-function targeting for B2B campaigns

Build keyword, audience, and bidding strategies tuned to Microsoft's lower-competition auction

Apply Universal Event Tracking and conversion goals to measure true cost per lead

Diagnose and scale winning campaigns using Microsoft's reports and automated rules

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Why Microsoft Advertising, and Getting Set Up

Understand who you actually reach on the Bing network, why clicks are cheaper, and how to stand up an account fast by importing from Google Ads.

3 lessons

The Bing network and the audience you actually reachContent · 45 min

Preview Enabled

Account anatomy: campaigns, ad groups, and the UET tagContent · 45 min

LMS Access

Importing from Google Ads the right wayContent · 45 min

LMS Access

Module 2

Module 2: Keywords, Match Types, and Smart Bidding

Build the keyword and bidding engine of the account, tuned for Microsoft's lower-competition auction.

3 lessons

Keyword research and match types on MicrosoftContent · 45 min

LMS Access

Quality Score and writing responsive search adsContent · 45 min

LMS Access

Bid strategies and budget controlContent · 45 min

LMS Access

Module 3

Module 3: Audience Targeting and the LinkedIn Advantage

Layer audience targeting onto search, with Microsoft's exclusive LinkedIn company, industry, and job-function options.

3 lessons

Audience types: in-market, remarketing, and similarContent · 45 min

LMS Access

LinkedIn profile targeting nobody else hasContent · 45 min

LMS Access

Demographics, devices, and location bid adjustmentsContent · 45 min

LMS Access

Module 4

Module 4: Measuring, Optimizing, and Scaling

Close the loop: prove cost per lead, cut waste, and scale the campaigns that win.

3 lessons

Conversion tracking and the metrics that matterContent · 45 min

LMS Access

Finding the lower-CPL winsContent · 45 min

LMS Access

Scaling with automated rules and reportsContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

Microsoft AdvertisingBing AdsPaid SearchPPCGoogle Ads ImportLinkedIn TargetingCost Per LeadUniversal Event Tracking