Search engine advertising

 

Updated: November 1, 2016

Applies To: Dynamics Marketing

System_CAPS_importantImportant

Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the customer FAQ. You can also read the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

Microsoft Dynamics Marketing provides integration with both Bing Search Ads and Google Adwords, which lets you view and track search engine marketing campaigns. This feature:

  • Provides access to all media buyer users with access to search engine marketing performance, cost and result information.

  • Makes it possible to track multiple search engine marketing accounts in a single system and to provide access to them with a single login.

  • Allows users to track multiple campaigns for each client, and track the costs and invoice clients for the search engine campaigns they perform for them.

System_CAPS_importantImportant

Microsoft Dynamics Marketing must connect to the search engine supplier to retrieve campaign performance and cost information.  You must supply your account credentials in order to access your search engine marketing account.

  • You must be a media buyers and have the View or Edit Search Engine Marketing privileges to access the search engine settings. More information: Work with user accounts and staff contacts

  • You must sign up for an account with either Bing Search Ads or Google Adwords. As part of this process, your search engine provider will send you account credentials, which you will need to enter into Dynamics Marketing in order to connect to the account.

Go to Assets & Media > Media Planning > Media Outlets. This provides you with a list view, which you can search, sort and filter as needed. The toolbar provides standard controls for adding, deleting, copying and organizing your media outlets, including search engines. See Learn how to work and get around in Microsoft Dynamics Marketing for details about how to work with the controls here.

  1. Go to Assets & Media > Media Planning > Media Outlets and choose New from the toolbar.

  2. You are now asked to select a media-outlet type. Choose Search Engine from the drop-down here.

  3. Choose Submit to proceed to the maintenance page, where you will finish setting up your new search engine. These are the same settings that are available when you view or edit an existing search engine. See the following sections for details about working with this page. Once you have filled out the basic settings, choose Save to reload the page and see the related-information tabs for your new search engine.

When you are creating or editing a search engine, you are presented with the settings described in the following table.

Field

Description

Active

Mark this box to set the search engine status to active; clear it to deactivate the search engine.

Active search engines are always shown on the media-outlets list page and are also available for use in other parts of Microsoft Dynamics Marketing. Inactive media outlets are hidden by default in the list view and are not available elsewhere. When you “delete” a media outlet using the tool bar on the list page, the outlet is not actually deleted, just set to inactive. Use the Toggle-visibility button in the list-page toolbar to show or hide inactive media outlets in the list.

Type

The type of media outlet you are working with. This should already be set to “Search Engine” and is read only.

Provider

Choose the name of the search engine you are marketing through (Bing Ads or Google Adwords).

Code

If you are assigning codes for media outlets in your organization, then you can enter one here. This is for your information only and does not affect functionality.

Site

If you wish, you can associate a site name with your search engine account. This is for your information only and does not affect functionality.

Account #

If you are using Google Adwords, then enter your account number here. This value should have been sent to you by Google when you set up your AdWords account with them. Bing does not use this value, so you can just enter some dummy text here, since the field is still required.

Company

Enter the name of your company or the client company for whom you are creating the search engine account. The company must already exist in the database; type-ahead assistance is provided.

URL

If you wish, you can associate a URL with your search engine account here. This is for your information only and does not affect functionality.

Description

You can enter any notes or other information about your search engine account here.

Time zone

Select your time zone from the drop-down.

Language

Specify your language from the drop-down.

Default Phone #

You can associate a phone number with your search engine account. The numbers available here are those already registered in your database, as listed under Settings > Campaign Management > Phone #s.

Folder

If you wish to move the account setup to a folder, then select a folder name here.

Comm/Disc %

If you are reselling search engine marketing services, then you can a value here to specify you discounts and/or commission.

Expense Account

Select an expense account to associate with your payments for search engine marketing expenses.

Billing Account

Select an expense account to associate with your invoices for search engine marketing services.

Once you have entered all of the relevant information about your search engine account and saved your settings at least once, you will see the Authorize Access button at the bottom of the page. Select this button to connect to the search engine, which will enable you to view results and set keywords using the various related-information tabs.

  • For Google Adwords: Dynamics Marketing will connect to Google using the account you have specified in the Account # field.

  • For Bing Search Ads: a pop-up window will open in which you must enter your authentication details.

Once you are connected, the Authorize Access button turns into a Deauthorize Access button, which you can use to break the connection.

Once you have saved your search engine outlet at least once, you will be able to see the related-information tabs below the dotted line. Use the drop-down list at the top of this area to change the tab. Many common tabs are included here, but the following tabs are special and/or especially relevant for search engines (you must have an active connection to your search engine in order to use these):

  • Campaigns Tab: displays campaigns associated with your search engine marketing.

  • Ad Groups Tab: displays all the ad groups associated with your account. You can use these to organize your ads as you create them for the search engine.

  • Ads Tab: displays all the individual ads associated with your search engine account.

  • Keywords Tab: displays all the keywords associated with your search engine account.

  • Chart : displays a chart showing the performance of your search engine account for the specified time period.  

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