3 Reasons to Scale Your PPC Campaigns with the Microsoft Audience Network

3 Reasons to Scale Your PPC Campaigns with the Microsoft Audience Network

This is a fact that Google AdWords and Facebook Ads are considered as the go-to platforms for PPC advertising. But with the stealthy moves of Google AdWords and Facebook Ads, recently, Microsoft has quietly grown into a billion-dollar marketing giant. If you want to know how this happened and what the reasons are to scale your PPC campaigns with the Microsoft Audience Network, then read on this article till the end!

Without any doubt, we can say that the eyes and ears of the PPC community are on AdWords as well as Facebook ads. But, at the same time, we cannot deny the fact that behind the scenes, Microsoft has quietly turned into a billion-dollar advertising giant. According to the latest annual report of Microsoft, in the previous year, the revenue that can be generated from Bing Ads rose by 15% and it reaches to approximately $1.8bn. Moreover, the company has also shipped tons of updates this year. These include Audience Segmentation as well as Price Extensions. Nowadays, the Bing advertisers are regularly asking that when is Bing going to integrate LinkedIn data for the purpose of campaign targeting? But now, after Microsoft has acquired LinkedIn two years ago, it made perfect sense.

The good news here is, now, this data is available to all Bing advertisers all over the globe including U.K., US, Canada as well as Australia. A few days ago, Microsoft has announced its new Microsoft Audience Network (MSAN). It has introduced this Audience Network at the Bing Partner Summit in Seattle. The Microsoft Audience Network (MSAN) tends to focus on all of the Microsoft data sources even including the LinkedIn data. Moreover, this is an Audience Network that typically leverages machine learning to target ads with the help of consumer intent signals. These signals include search history, browsing history, the content of the page as well as the demographic data.

Probably the reason why you have landed on this page is that you are looking for the top 3 reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN). The fact is that the Microsoft Audience Network (MSAN) does have a few unique features to entice PPC advertisers to try it out. Therefore, in today’s post, we have got you covered with the 3 reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN). So, just take notes of what we are going to tell you as this article will actually be very helpful for you in the long run.

Breaking Down Microsoft Audience Network (MSAN)

The new offering from Microsoft, the Microsoft Audience Network (MSAN) brings together a number of elements that were not previously available. These elements include Bing search-intent signals, Microsoft’s artificial intelligence capabilities as well as the Microsoft audience graph. Moreover, this newly introduced Microsoft Audience Network (MSAN) uses artificial intelligence that can help in optimizing ad selection. Moreover, it can improve ad relevance as well. Apart from that Microsoft Audience Network (MSAN) also runs predictions in both clicks as well as conversions. This is a great platform that was built on the Bing Audience Network as well as the Bing Native Ads, which launched back in the year 2015. The Microsoft Audience Network (MSAN) extends their reach further. In fact, we should say thanks to the enhanced data sources which make for clearer audience targeting and give more control to advertisers.

 

The Microsoft Graph

The Microsoft Audience Network (MSAN) is a great platform that will merge Bing’s organic as well as paid search expertise with Microsoft’s artificial intelligence (AI) capabilities. It will also merge its search expertise with an innovative Microsoft audience graph that consists of 120 million Office, 365 subscribers, 1.5 billion Windows users as well as 500 million LinkedIn users. Moreover, the LinkedIn professional data is a unique element in this regard, plus, there is also data from Outlook as well as Skype users. In this way, with the help of the Microsoft Audience Network (MSAN), the advertisers will be able to expand their reach across a variety of Microsoft as well as third-party platforms and websites.

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Ad Formats

There are 2 main responsive ad formats that the Microsoft Audience Network (MSAN) supports. These include image-based ads and feed-based ads. As the name suggests, the responsive ads automatically adjust to accommodate the sizes as well as the shapes of native ad formats. Now, let’s discover what are the image-based ads and feed-based ads.

 

  • Image-based ads

 

The image-based ad is a type of Microsoft responsive ad that is typically used to engage your customers with visuals. These type of ads can allow you to use existing assets from your campaigns on the Google Display Network as well as Facebook. This is because the images are compatible across different platforms, publishers, and placements as well.

 

  • Feed-based ads

 

The other major type of Microsoft responsive ads is the Feed-based ads. The Feed-based ads use the Product Audiences with the help of which you can remarket to customers that are based on the specific products they viewed or added to their cart. In short, the feed-based ads, as well as the dynamic remarketing, promote those same products to the customers.

What are the reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN)?

There are various reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN). The fact is, this Microsoft Audience Network (MSAN) may not offer as many placements as well as targeting options like the Google Display Network and Facebook Audience Network does. But, at the same time, this Audience Network does have a few unique features to entice PPC advertisers to try it out. Let’s explore them together.

1- Rich context from the Microsoft Graph API

One of the most important reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN) is the rich context which is usually generated by the Microsoft Graph API. Without any doubt, we can say that the Microsoft Audience Network (MSAN) is powered by the Microsoft Graph API. It is the Microsoft Graph API that connects data from all of the Microsoft’s applications such as Outlook, Excel, and SharePoint as well as LinkedIn profile data. You will be surprised to know that about 85% of Fortune 500 companies have their data in the Microsoft Graph API. This is, in fact, a lot of data on a highly coveted marketing segment of enterprise buyers. In short, we can say that most of the companies are using these applications widely just to get rich context from the Microsoft Graph API.

2- Brand-safe placements

The Microsoft Audience Network (MSAN) focuses on the extensive reach across various platforms such as MSN, Outlook as well as Microsoft Edge (Microsoft’s browser). It is not wrong to say that the mega Microsoft’s offering, the Microsoft Audience Network (MSAN), is quite attractive especially for the marketers who are typically targeting a large as well as an affluent audience of baby boomers. According to Microsoft, the Microsoft Audience Network (MSAN) is also adding more syndicated partner sites. In this way, it is potentially extending the target audience to different demographics.

3- Scale your Bing Ads campaigns

The last most important reason to scale your PPC campaigns with the Microsoft Audience Network (MSAN) is that you can now scale your Bing Ads campaigns with the help of this amazing platform from Microsoft Audience Network. In other words, we can say that you can now push your Bing campaigns out to the MSAN by using the Microsoft Audience Ads. By pushing your Bing Ads campaigns with the help of this amazing platform from Microsoft Audience Network, you will be able to broaden the reach as this facility is available in the U.K., US, Canada as well as Australia. Moreover, with the help of the Microsoft Audience Network (MSAN), you can even build and run distinct native campaigns for separate budgets as well as optimization. The fact is both these ways are powered by the Microsoft Graph data and also serve on the Microsoft Audience Network MSAN. Hence, in this way, it can increase your reach outside of just the SERP!

According to the recent reports by Microsoft, the new native Microsoft Audience Network (MSAN) ads outperform traditional display advertising. These ads also have a greater click-through rate (CTR) than the native ads industry average. Moreover, this new solution of pushing your Bing campaigns out to the MSAN also features better ad selection as well as relevancy matching, along with pricing, click and conversion matching. According to Microsoft, all these solutions will help marketers to deliver a great return on investment (ROI).

Getting started with Microsoft Audience Ads

This newly introduced Microsoft Audience Network (MSAN) uses artificial intelligence that can help in optimizing ad selection. Moreover, it can improve ad relevance as well. Apart from that Microsoft Audience Network (MSAN) also runs predictions in both clicks as well as conversions. This is a great platform that was built on the Bing Audience Network as well as the Bing Native Ads, which launched back in the year 2015. The Microsoft Audience Network (MSAN) extends their reach further. Now the question arises here is how to get started with the Microsoft Audience Network (MSAN). The answer is quite simple. Recently, Microsoft has come up with the latest update with the help of which your Bing search ads are now automatically eligible to be transformed into Microsoft Audience Ads. In this way, the Bing search ads will show up not just in search but across all Microsoft web as well as mobile properties. If you want to get started with the Microsoft Audience ads, you need to simply select the “Prefer audience ad format” checkbox. You need to select this checkbox after you create a new ad or scale your existing search campaign by selecting the same checkbox in Settings.

Adjust bids

Without any doubt, we can say that the audience ad bid adjustments can be -100% to +900%, therefore, applying an adjustment of -100% will opt out the campaign or ad group from the platform of Microsoft Audience Ads. Moreover, for the purpose of achieving better results, Bing always recommends adding image extensions, which you can create from the Campaigns page as well as the “Ad Extensions” tab.

In fact, it is not wrong to say that the introduction of this great Microsoft Audience Network (MSAN) and the way in which it will use the Microsoft Graph are the first real moves that are taken by Microsoft. This is done for the purpose of integrating the data that it acquired through its purchase of LinkedIn. Moreover, the platform of Microsoft Audience Network (MSAN) provides the marketers with a great way with the help of which they can expand their reach on potentially high-quality relevant users. There are many benefits of extending your Bing Ads search campaigns to native. The major benefit is that you can increase high-quality clicks from your target audience. In addition to that, you can increase the impressions as well as traffic through brand-safe, native content placements. In short, the Microsoft Audience Network (MSAN) makes it quite easy to upload the current AdWords campaigns right into the platform. Hence, in this way, if you know that an AdWords campaign is already successful on the platform of Google AdWords, it may be worth a testing performance on MSAN.

 

Wrapping things up:

A few months ago, a very popular company, Microsoft, recently announced its new Microsoft Audience Network (MSAN). Microsoft Audience Network (MSAN) is a great online advertising platform. This platform leverages Microsoft Data Sources, for example, their search history, page contents as well as browsing history. There are various reasons to scale your PPC campaigns with the Microsoft Audience Network (MSAN). The fact is, this Microsoft Audience Network (MSAN) may not offer as many placements as well as targeting options like the Google Display Network and Facebook Audience Network does. But, at the same time, this Audience Network does have a few unique features to entice PPC advertisers to try it out.

 

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