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Avoid These 5 Common Campaign Setup Mistakes using Bing Ads

Izunna Okpala



Bing Ads

Bing Ads has done a good job of making sure that uploading your Google AdWords campaigns is as painless as possible. The majority of advertisers start their PPC campaigns with Google, which has the lion’s share of search volume, and then move over to the Bing Ads platform; and the Bing Ads Team recognizes and embraces this behavior.


1. Not reviewing Google AdWords uploads

Bing Ads has done a good job of making sure that uploading your Google AdWords campaigns is as painless as possible. The majority of advertisers start their PPC campaigns with Google, which has the lion’s share of search volume, and then move over to the Bing Ads platform; and the Bing Ads Team recognizes and embraces this behavior.

In response to this pattern, the Google AdWords migration tool within the Bing Ads interface is super easy to use. All you need to do is download your Google AdWords campaign into an Excel document and then upload it into the Bing Ads Editor software—or you can connect your two PPC accounts together directly for faster access. Either way, the process is pretty seamless.

Bing Ads

As easy as the upload tool may be within Bing Ads, advertisers can’t just assume that an error-free file upload doesn’t have mistakes. I’ve seen content drop between platforms, incorrect campaigns settings, and geo-targeting that didn’t make the transition successfully.

You should have a QA process for every file uploaded into Bing. This goes for any files transitioned over from Google AdWords or just bulk upload sheets.

2. Not paying close attention to campaign settings

Campaign settings can be silent killers in your account. It’s easy to get caught up in the fast-moving elements of your account such as keywords, ads, bids, etc. But if the campaign settings are not correct, then you could be impairing performance or limiting overall volume.

There are a couple of settings that can make or break your campaigns. First, make sure that your mobile modifiers match your current device strategy. If you don’t have a strong mobile presence and your site isn’t optimized for these devices, then you should opt out of mobile devices.

Second, be strategic about your ad scheduling. When I audit accounts, I ask, “What is the strategy behind your ad scheduling?” and often folks aren’t sure! They say it’s based on historical analysis but they don’t remember the analysis or when the change was made. Make sure your ad scheduling is correct and purposeful.

Bing ads

3. Not opting out of the search syndicated partner network

At the risk of making a generalization, I think the syndicated search partner network in Bing Ads generates poor-quality traffic. This doesn’t mean that advertisers don’t find success in this distribution channel, but I often review accounts where advertisers are wasting their budget on traffic that won’t convert.

The reason I see this mistake so frequently is because the default distribution setting when you create a campaign opts you into the partner network. You have to purposefully remove this setting.

You should check your ad groups to make sure they’re targeting only “Bing and Yahoo search”—and with this change your ads will appear only on Bing and Yahoo rather than their entire search-partner network.

bing ads

4. Not applying ad extensions

Another area where I often see mistakes is the neglect of ad extensions within Bing Ads. Site links have become mission-critical when it comes to snagging more real estate on the SERPs.

There are other great extensions that are often neglected such as call extensions and product extensions. If you sell products on your site, then Bing Ads’ product extensions need to be on your priority list.

bing ads

5. Not using auto-tagging

This is a relatively new feature in Bing Ads so let’s be proactive so you don’t make this mistake in your account! Previously, you had to manually tag all of your URLs in order to populate your Bing data within Google Analytics. Manual tagging is time-consuming and very prone to errors, which can cause inconsistency of data.

Now, within your account settings, you can turn on auto-tagging. Do it now!

Hopefully you’re now inspired to not only check these areas of your campaigns, but do some deep QA to ensure that your PPC budget is used to its fullest potential.

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Facebook empowers 7,000 women with digital competencies in SSA

Izunna Okpala



Facebook app

In 2019, Facebook trained more than 7,000 women-owned businesses in digital skills across sub-Saharan Africa.

Nunu Ntshingila, Regional Director, Facebook Africa, said Facebook is committed to investing in its youth, entrepreneurs, creative industries, tech ecosystems and many other communities.

“I am excited about the future of Facebook and our family of apps here in Africa, as well as the potential of this young, mobile and dynamic continent. I also look forward to creating partnerships in 2020 and beyond.”

The tech company has hit its 45th developer group, now in 17 African countries with circles representing over 70,000 participants.

When celebrating the region’s key achievements, Facebook said some of its investments have translated into significant support aimed at increasing the developers, entrepreneurs, creatives, and other communities ecosystems. In a document called’ 2019 Year in Review,’ Facebook revealed its approach towards making the world a global village and celebrated 79 meetings with community leaders with over 2,650 people in attendance.

To combat fake news in Nigeria, Facebook in collaboration with MainOne launched Dubawa as a participant in its Third-Party Fact-Checking program. In Edo and Ogun States, this was to build and operate more than 750 km of terrestrial fiber network for metro fibre connectivity.

“Facebook hosted the first-ever iD8 Nairobi Conference with over 400 African developers and startups in attendance, expanded Third-Party Fact-Checking across 10 African countries, announced the creation of the world’s most detailed population density maps of Africa, created by Facebook AI researchers to help humanitarian aid and relief agencies; and much more,” the statement added.

In addition, in collaboration with satellite hubs across Nigeria, Facebook initiated an eight-week incubation program at NG Hub, focusing on mentoring and practical training for prospective entrepreneurs. The position of Safer Internet Day 2019, which has partnered with over 20 African Non-Governmental Organizations (NGOs) across 16 countries, should not be forgotten.

“We unveiled our first pop-up in Africa with ‘it’s Your Facebook: Lagos’, a creative space for visitors to explore our products and attend various training. We announced the creation of the world’s most detailed population density maps of Africa, created by Facebook AI researchers to help humanitarian aid and relief agencies. In the same year, we celebrated one year of NG Hub and our digital skills training in Nigeria – with over 526 events held, 11,490 attendees, and partner events with Co-creation Hub, US Consulate, SheLeadsAfrica, Paystack, Tony Elumelu Foundation, Women in Tech Africa.”

In the University tour aimed at boosting recruiting across the country, South Africa was not left behind and collaborated with the Dream Factory Foundation and the Youth Fellow Nadine Maselle Facebook Community Leadership Program to open a computer lab at Salt River High School in Cape Town. Facebook opened in collaboration with Samasource its Content Review Center in Nairobi and employed up to 100 local language content reviewers.

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Database Security

The proliferation of Digital currencies in Africa calls for stronger security measures

Izunna Okpala



The advantages of cryptocurrencies in Africa are also being exploited as cyber criminals become increasingly technically skilled.

Virtual currency related crime has increased in Africa especially in South Africa, with hackers using peoples’ phones according to mine cryptocurrencies. As the popularity of crypto-assets such as bitcoin grows, various agencies have begun the process of reviewing the consumer impact of the crypto-sector and the impact on personal financial security.

Paxful handles more than 50,000 trades a day with three million wallets worldwide, with South Africa being one of its top markets. The fluctuating value of the most popular digital currency in the world has not dissuaded South Africans either as this month Paxful reported a huge 2800 percent increase in South African trades compared to October 2018. Johannesburg, Pretoria, and Cape Town are the country’s three cities contributing to the number of users. Overall, Paxful also noticed that, when compared to the same period, the number of trades across the African continent has risen by 64 percent.

Importance and transparency of increased security

While the vast majority of cryptocurrency trades are secure, the market has not been entirely resistant to scams and fraudulent transactions in recent years. Scammers prey on users who lack the appropriate awareness in this space with the cryptocurrency industry still quite new.

Marius Reitz, South Africa country manager for cryptocurrency wallet Luno, said while cryptocurrencies like Bitcoin were used for illicit activity, the situation is improving as law enforcement agencies get better at tracking transactions, but online scams are still common.

The most popular form of digital currency scams is through phishing, wherein the criminals use a legitimate-looking (but fake) website, email or SMS to trick you into providing password or detailed information said Reitz.

“Bitcoin is secure, but sometimes it’s dangerous how users use it. The users must treat Bitcoin as cash and protect our personal information and passwords just as we do when we use an ATM or shop online. It’s irreversible when your bitcoin is in the possession of hackers and scammers, so it’s important to have the required safeguards in place. “adds Ray Youssef, Paxful’s co-founderand CEO.

On Paxful, users are safe and secured from scammers through various security measures including the escrow service from Paxful which keeps the bitcoin safe until a transaction is completed.

Protecting Your Cryptocurrency Assets

Youssef concludes: “P2P finance is their only hope of financial inclusion and empowerment for more and more people around the world. While the risk of crypto fraud and theft can not be completely eliminated, you can significantly reduce your chances of becoming a target by following Paxful’s top tips for safe trading and taking a few simple precautions.”

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Dual Play Strategy by Mastercard

Izunna Okpala



Mastercard works to branch into management of health care, fintech and supply chain. It’s a unified part of trying to “broaden the scope of what we’re doing and with whom we’re doing it,” said Craig Vosburg, North America’s company president. The latest strategy is based on “Mastercard’s notion of being more than just cards.

Mastercard has launched a number of programs targeted at a wide range of industries and services, including new platforms directed towards the healthcare and fintech sectors and a blockchain-enabled collaboration designed to increase the transparency of the companies’ supply chains.

The initiatives are part of the giant payment services ‘ concentrated effort to “broaden the scope of what we do and with whom we do it,” said Craig Vosburg, North America’s Mastercard president.

This strategy focuses on “Mastercard’s notion of being [ about ] more than just cards “— with Vosburg citing the recent acquisition by the company of European payment services firm Nets among investments aimed at” expanding the means by which we can move money.

A question that comes to bear, if you look deeper are:
* Is Mastercard working to have a dual play that generates transaction volumes?
* Those healthcare and supply chain management businesses, who would deliver them?

Usually, thriving digital products are both Products and platforms. Construction of modern digital products without having a moat through platforms would be hopeless. Ironically, the largest digital ICT providers have dual plays in their business models: if Amazon is decimating most brick-and-mortar stores, offering their cloud services will attract more online. When Alibaba invites you to its marketplace sites, you have surely signed up for its (partly affiliated) payment processing solutions (Alipay) which commissions.

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