Training Course
Bing Ads Training
Expert Google Ads services for businesses across the UAE — proven strategies, measurable results.
Course Overview
What You'll Learn
This focused Microsoft Advertising (Bing Ads) training gives you the practical skills to build, manage, and optimise paid search campaigns on the Microsoft Advertising platform. Covering campaign setup, audience targeting, ad copywriting, bidding, and performance reporting, you will leave equipped to launch campaigns immediately and reach a high-value audience that is often underserved by advertisers focused only on Google. Special attention is given to Microsoft's unique LinkedIn audience targeting and the import process for existing Google Ads campaigns.
Course at a Glance
Support
30-Day Post-Training Email Support
Group Training
Corporate & Team Bookings Available
Materials
Course Notes & Resources Included
Is This For Me?
Who Should Attend
PPC professionals wanting to expand beyond Google Ads
Marketing managers responsible for multi-channel paid search
Business owners wanting to reach B2B audiences on LinkedIn-integrated search
Google Ads specialists adding Microsoft Advertising to their skill set
Agencies wanting to offer Microsoft Advertising services to clients
Why This Course Matters
Challenges This Course Addresses
These are the real problems this training is built to solve — issues we see consistently across UAE marketing teams and businesses every day.
Importing Google Ads campaigns without adjusting for Bing's different audience behaviour, resulting in wasted spend
Missing Microsoft Advertising's LinkedIn profile targeting — one of its most powerful differentiators unavailable in Google Ads
Applying Google Ads bidding strategies directly to Microsoft Ads without accounting for the smaller search volume
Underestimating the Microsoft Shopping opportunity in sectors where Bing CPCs run 30–50% lower than Google
Configuring Universal Event Tracking incorrectly because the UET tag and conversion setup differ from Google's approach
What You'll Take Away
Learning Outcomes
Set up and navigate a Microsoft Advertising account
Import and adapt Google Ads campaigns for Microsoft
Build campaigns with the correct structure and keyword match types
Write effective Expanded Text Ads and Responsive Search Ads for Bing
Target LinkedIn profile audiences through Microsoft Audience Network
Configure Universal Event Tracking (UET) for conversion measurement
Optimise bids and budgets for Microsoft's auction dynamics
Report on Microsoft Advertising performance and compare to Google
What We Cover
Course Curriculum
Module 1: Microsoft Advertising Overview
- The Microsoft Search Network: Bing, Yahoo, AOL
- Why Microsoft Ads? Audience quality and lower CPC
- Account structure vs Google Ads
- Navigating the Microsoft Advertising interface
Module 2: Campaign Setup
- Importing campaigns from Google Ads
- Campaign, ad group, and keyword structure
- Keyword match types and negative keywords
- Geo-targeting and scheduling
Module 3: Ad Copywriting & Formats
- Responsive Search Ads on Microsoft
- Ad extensions: sitelinks, callouts, call extensions
- Dynamic search ads
- Microsoft's ad approval policies
Module 4: Audience & LinkedIn Targeting
- Microsoft Audience Network overview
- LinkedIn profile targeting: company, industry, job function
- In-market and custom audiences
- Remarketing on Microsoft
Module 5: Tracking, Bidding & Reporting
- Universal Event Tracking (UET) setup
- Conversion goals and value tracking
- Smart bidding: Enhanced CPC, Target CPA, Target ROAS
- Microsoft Advertising reports vs Google Ads
How We Deliver
Training Formats
In-Person — Dubai
Attend our Dubai training facility for the full in-person experience — face-to-face with the trainer, real-account exercises, and networking with fellow participants.
Live Online
Attend via Zoom from anywhere in the world. Same curriculum, same exercises, same certificate — with interactive Q&A and screen-share practice throughout.
Corporate Group
We deliver the programme at your offices or a venue of your choice for groups of 4 or more. Content customised to your tools, accounts, and business context.
Certification
What You Earn
Participants receive an Eddie Marketing Certificate of Completion in Microsoft Advertising. The course prepares you for the Microsoft Advertising Certified Professional (MACP) exam.
Bing Ads Training
Frequently Asked Questions
Yes — especially for B2B businesses. Microsoft Search typically delivers lower CPCs than Google for equivalent keywords, and the LinkedIn audience targeting (available exclusively on Microsoft Advertising) is extremely valuable for reaching professionals by job title, industry, and company size. Many UAE businesses see 20–40% lower cost-per-lead on Microsoft versus Google for the same keywords.
Who We Train
Industries Served
Why Choose Us
Why Train With Eddie Marketing
Practitioner-Led Training
Every course is delivered by a practitioner who runs live campaigns — not a career trainer who teaches theory without day-to-day execution experience
UAE Market Expertise
All examples, benchmarks, and case studies are drawn from UAE and GCC campaigns — immediately applicable to the market you actually operate in
Hands-On Focus
We spend at least 60% of every session on practical exercises — you build real campaigns and analyse real data, not complete worksheet exercises
Small Groups Guaranteed
We cap every session at 12 participants — so the trainer knows your name, your business, and your questions by the end of Day 1
What's Included
Student Benefits
Small Class Sizes
Maximum 12 participants per session — guaranteed individual attention and meaningful hands-on practice time for every attendee
Real Accounts, Real Data
All exercises use real marketing accounts and real campaign data — not simulations — so skills transfer immediately to your daily work
Comprehensive Materials
Digital workbook, step-by-step exercise guides, and reference sheets — all yours to keep and reference after the course
Certificate of Completion
Eddie Marketing Certificate of Completion, recognised by UAE employers and clients as evidence of practical training in the discipline
Post-Training Support
30 days of post-training email support — bring your real-world questions after you return to work and our trainers will help you apply what you learned
Exam Preparation Guidance
Where relevant, the course includes guidance on preparing for the official certification exam for the platform covered
Ready to Outsource?
Related Managed Services
Prefer to have our specialists manage your campaigns? Explore our done-for-you services.
Related Services
More Google Ads Resources
5 more pages covering google ads
Keep Exploring
Explore Related Resources
Pillar Resource
Google Ads / PPC Pillar
Pay Per Click Management
Pillar page
Supporting Pages
Course Enquiry
Book Your Place on Bing Ads Training
Contact us to check upcoming dates, ask about corporate group bookings, or reserve your place on the next session.
- Free initial consultation — no commitment
- Senior strategist assigned to your account
- Custom strategy tailored to the UAE market
- Clear KPIs and performance targets agreed upfront
- Multi-channel marketing planning included
- Transparent monthly reporting
- No long-term lock-in contracts
- Response within one business day
Reserve Your Place
Book Your Place on Bing Ads Training
In-person Dubai · Live online · Corporate group delivery. Contact us to check dates or request a custom group session.
Book this course — free enquiry
Get Started