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Remember, use a keyword that carries commercial intent. You have the option to further refine your audience by selecting some “Advanced targeting options.” You can select options such as the user’s language, country/region and device. As a rule of thumb, start by defining your audience as narrowly as possible. That will save you money on clicks from people who aren’t really interested in what you’re offering. You can always broaden it from there. Bing Ads also gives you the option to find keywords by entering in a website URL. If you go that route, just enter your landing page URL, and Bing will collect relevant keywords from that page. Once you’re done entering your search criteria, Bing Ads will present you with matching keywords, along with data on how many times each keyword was searched for last month, the number of clicks it received, the click-through rate (CTR) and the average cost per click (CPC). All of that information is important to you, but the last metric, CPC, tells you how much you can expect to pay every time somebody clicks on one of your ads. And remember: narrow targeting is best.

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