Microsoft Ad Campaigns

Microsoft Ads is an alternative PPC platform that works similarly to Google Ads. In 2019, it was rebranded from “Bing Ads” to “Microsoft Advertising”; but the search engine ads run on is still called “Bing”.

With it’s investment in ChatGPT and integration into Bing Search, Microsoft’s share of the US search market has been increasing. Although they don’t offer as great of reach, or as many types of campaigns, Microsoft places a stronger emphasis on supporting agencies like Blastoff Labs and their clients.

Microsoft Ads tends to deliver lower click costs and cost-per-lead (CPL) for advertisers. It’s stronger in some business segments than others.

Especially in lead-generation campaigns, tracking phone calls can lead to stronger campaign performance. We use the metadata generated by phone calls to push call tracking so we can use it as a new way to optimize client campaigns.

So if your campaigns are pulling in leads by phone, we’ll be able to utilize the data generated by each Microsoft
Ads-generated customer inquiry to maximize both phone call lead volume, and lead quality.

Microsoft’s Shopping campaign feeds can be imported from the Google Merchant center. As in Google Shopping, a skillfully optimized product feed is essential for good campaign performance.

Microsoft Shopping typically serves SKUs (products) more broadly across a feed, versus Google Shopping which tends to favor a narrower subset of products for greater impression share. It’s not infreqent to see Microsoft Shopping move products that don’t sell as frequently on Google.

Microsoft’s answer to Google’s Display Network is called the Microsoft Audience Network (MSAN). It was just launched in 2019, so is smaller than the Google Display Network (GDN) but it works similarly.

Because the MSAN is a different network than the GDN, we use audience targeting combined with placement exclusion lists to get the best engagement possible from display (image) ads running on it.

As with Google, the biggest thing happening in Microsoft Avertising is the transition to automated bidding (machinelearning) which determines which ad auctions the campaign partipates in (when and where your ads show).

Conversion tracking data and metadata is the “fuel” for machine learning, your conversion tracking implementation needs to be throughly done and rigorously tested.

Blastoff Labs places a lot emphasis on getting conversion tracking right. Whether your conversions come in as
eCommerce purchases, phone call leads, form fills, or instant messages from your website, we’ll be tracking each of them accurately.