Tip: Don't spend your own money when starting on PPC, especially on BING ads.
Buy a $100 BING coupon from someone for $0.50.... create a BING account with your card (you can do like 6 per card) and apply the coupon.
Run your campaign and target broad terms, pay $1 CPC.
Use a service like ClickMagick or other to capture the exact search phrase per user who clicks your ad -- you do this to build a list of real long tail keywords.
Now once your coupon is used up... you've got a list of long tail keywords that cost less than $0.2-$0.1 CPC that gets you the same traffic you paid $1 CPC for with the coupon.
Don't run direct to your optin page. Send users who click through to a page with just a single click through button. 90% of BING users will click through this. If they don't your page is bad.
Direct the users who click through the button to your optin page. I have gotten as high as 80% optin rates using this manner.
Always remember: Use as much social engineering as possible to get them to type that email in.
