Audience Growth Bootcamp - Growth solutions

Audience & Growth
Bootcamp
Growth solutions: get
more effective volume
Monica Orsino
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The Microsoft mission:
To empower every person
and every organization on
the planet to achieve more.

 Microsoft prioritises inclusion
 Please let me know if you have
specific requirements
 Powerpoint subtitles
 Minimum 16 point font used
 Please introduce yourselves on
your tables (if necessary)
 Be present! (Phones)
 Ask questions
 Provide feedback ☺
Inclusion

Describe why brands should use growth solutions to
increase their volume when the return is positive
Implement Syndication, Broad Match/BMM & DSAs to grow
your brand’s business
Drive return on investment by extending your reach to
native advertising with Microsoft Audience Ads
Reach more people from your key remarketing and in-
market audiences
OBJECTIVES

Hey Microsoft, your traffic is great but how do I
get more?

Use growth solutions to increase your volume when
the return is positive
• Whenever ROAS is positive and you have budget you
should invest
• Growth Solutions are key to finding more volume with
Microsoft Advertising
• Many of these will allow you to grow your ROAS positive
investment at lower CPCs with lower CPA

Agenda
13:30 Intro
13:35 Dynamic Search Ads- Monica
14:00 Microsoft Partner Network (Syndication)- Nick
14:15 Bringing back the love for Broad- Nick
14:25 10 minute break
14:35 Winning results with Microsoft Audience Ads – Tom
15:00
Driving more volume on your RLSA & In-market campaigns-
Monica
15:20 Wrap up
15:30 Ciao ciao

Growth Solutions
Dynamic
Search Ads
Monica Orsino

We’ll cover:
1. Why DSAs?
2. How are they different from Google’s DSAs?
3. How can you make the most out of DSAs?

I have too many
products and web
pages!
How can I find new
keywords?
I don't have time to
build out every possible
ad and keyword.

Uncover New Business Opportunities with DSA
Untapped corners of the market
Deeper connections
Stay on top of new queries
that come into the network
Tap into the long tail to
acquire new customers
Expose new search
trends and themes
Ever-changing world
Hard-to-predict
search landscape
Emerging new terms
Hidden keyword-searcher
relationships
Incoming queries
Beyond keywords
Invaluable data

DSA drives incremental volume
Apparel & Accessories Consumer ElectronicsHome & Garden
15%
Additional Impressions
21%
18%

DSA drives greater efficiency
Apparel & Accessories Consumer ElectronicsHome & Garden
29%
Lower CPC vs. Search
30%
9%

How does DSA function, and how does it
differ from Google’s DSA?

MicrosoftAdvertising
Advertiser
Bing generates:
• Landing page
URL from targets
• Ad title from
search query
and landing
page
discounted travel to Hawaii
4
Discounted travel to Hawaii
Ad
blueyonderairlines.com/Hawaii-
Travel
Get away from the cold and visit
Hawaii
Bing serves
relevant ad that
aligns with
search user
intent
5
Website blueyonderairlines.com
Note: You will not be able to change your
website after you click save
?
Enter website
URL
1
Category:
Hotels/hawaii
USD
Url contains:
hawaii
1.75
1 USD
Choose targets:
• Categories
• All web pages
• Specific web
pages
2
{Dynamically generated headline}
Ad (Dynamically generated landing page)
Get away from the cold and visit
Hawaii
Specific ad text
that is relevant to
all targets in the
ad group
3

Google Ads
DSA ad aligns
with Expanded
Text Ads
DSA ad aligns
with Expanded
Text Ads
DSA targets can
be built with a
“page feed”
DSA targets can
be built with a
“page feed”.
URLs or groups of URLs are given a Custom Label in a page feed.
Page feed is uploaded through Business Data in Google Ads
Page feed is applied with the “Use URLs from my page feed only” option in DSA campaign settings.
Custom Labels are applied as Auto Targets at the ad group level.

Best Practices
➢ Work in group 5-7 people
➢ You have 5 mins to come up with as many best
practices on DSA as possible
➢ Choose 1 spoke person to relate it back to the
group
Let’s Go!

Best Practices: Set up
All Pages
Auto Target
(lower bid yet
competitive with
broad; generic
adcopy)
Specific
Categories
(high priority &
coverage; contains
vs content
conditions; specific
ad copies&
extensions)
Smart
Bidding
(automated bid
boost &
competitive bids
vs broad terms)

Best Practices: The Essentials
Don’t forget
Negatives +
Page
Exclusions!
Leverage
UET &
Audiences
(RLSAs & In
Market)
Opt into
Syndication

Best Practices: Get Creative
Page feeds
Static
Headlines
for DSA
Target & Bid
DSA
Campaigns

Why Page Feeds?
INCREASE CONVERSIONS
• Page feeds help ensure maximum page
coverage as well as enable the labeling and
targeting of specific URLs via custom labels.
• Advertisers using page feeds observed a
13% conversion increase compared with
advertisers not using page feeds.
 *Microsoft internal data, June 2018.

• Utilize machine learning algorithms to match
suitable landing pages to relevant search
queries, with the full control over ad titles and
ad copy for your ads.
• You can either set a unique ad title for each
page or apply a single general headline to all of
your pages.
USE THE POWER OF DYNAMIC SEARCH ADS WITH
THE ABILITY TO CONTROL YOUR HEADLINES
Why Static Headlines?
Static Headlines are provided as
Ad Titles via feeds and are applied
across all DSA campaigns and
across all Accounts within a
Customer shell

Page feeds for Static Headline requirements

• Retarget users with long-tail
queries who are still in the
research phase with DSA.
• DSA can find key new search
terms that high-value
consumers are looking for in
the research and considerations
phases
RETARGET USERS WHO HAVE
DROPPED OUT OF THE FUNNEL
USING DSA
Why Target & Bid?

These are NOT best practices
Replace
Search
Campaigns
One Ad
Group
targeting
entire
website
Set same
bids across
all ad groups

How to leverage each report…
• Breakdown auto-
target performance
across core KPIs
• Highlight best and
worst performance
auto-targets to
strategise on
improvements
• Highlight badly
performing matches
to increase negative
keyword lists
• Zone in on best
performing searches
to build out focuses
search strategy for
them
• Breakdown category
performance across
core KPIs
• Highlight
performance of your
existing category
targets & find new
categories worth
targeting

The following slides use anonymized data from real advertisers in retail to
show what’s possible when implementing best practices in DSA campaigns.
Best Practice - Case Studies

High ROAS – campaign setup
Client Contoso
1. Auto-target bid higher than broad match keyword bid

Client Contoso
High ROAS – campaign setup
2
3
4 5
2. Targeting source: page feeds
3. Website exclusions added
4. Sitelink Extensions created
5. Negative keywords/
negative keyword list added

High ROAS
Impressions:
~200K
Clicks:
~5K
Conversions:
~1K
Spend:
~$10K
CPA:
$10.45
ROAS:
~920%
Revenue:
~$92K
Conversion
rate: 17.59%
Client Contoso

And finally remember…
✓ It takes 3-6 days for auto-targets to start serving
once a DSA campaign is activated
✓ DSA is never at its very best in the first 4-6
weeks of activation – it’s a machine-based learning
tool that gets better over time!

Best Practices
Write down an action plan for:
➢ either implementing/importing DSA
campaigns for the markets where it’s
available
➢ or implementing any missing optimization,
in case you are already running DSA in
Bing Ads
Let’s Go!
Let’s Go!

Syndication – Microsoft
Advertising Partner
Network
Nick Marshallsay

What is syndication?
Search syndication and distribution is when a search engine provides
its services to a third party in need of search capabilities for their
digital properties.

What’s so good about it?
• Get more clicks from a high quality audience
• Reach more customers
• Microsoft has controls to ensure quality for customers
• CPCs are generally lower
But…

Syndication tends to be for more advanced Search
marketers
It’s NOT switch on and forget
It can be a source of cheaper,
better performing traffic
It needs management

Microsoft
Advertising
search partners
More conversions.
More transparency.
Solid ROI.
Microsoft Advertising. Intelligent connections.

Partner Network
Select partners, carefully vetted to
bring you quality traffic
Outlook
Microsoft Edge
Bing
Syndication
Search Partners
O&O

Activity: What has been your experience
with search partner networks?

Three things to know about our partner network

Bing Network. Intelligent search.
THE RETURN YOU WANT

What % of UK conversions on our Search Network
comes from syndication?

The partner network is benefiting many advertisers -
UK
The partner
network represents
16% of all
conversions on our
Network.
1. Microsoft internal data, UK clients, all devices, Aug 2018.

Solid performance across all devices - UK
O&O
PARTNER
NETWORK
4.70%
1.32%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
Click-through rate
(CTR)
O&O
PARTNER
NETWORK
$0.33
$0.27
$0.00
$0.20
$0.40
Cost per click
(CPC)
O&O
PARTNER
NETWORK
$5.08
$3.32
$0.00
$3.50
$7.00
Cost per acquisition
(CPA)
1. Microsoft internal data, EMEA clients, all devices, Aug 2018.

Smart pricing
We use machine learning to predict how well clicks will perform and price CPC accordingly.
The algorithm is sophisticated. It considers many variables, and results vary depending on the signals available.
CPC: 1
CPC: 0.8
Smart Pricing is currently available in the UK, France and Germany.

THE AUDIENCE YOU WANT

What % of UK Mobile clicks & conversions come from
syndication?

Significant volume comes from search partners - UK
VERTICAL CLICKS CONVERSIONS CLICKS CONVERSIONS
Autos 15% 14% 48% 39%
B2B Services 8% 8% 50% 29%
B2C Services 18% 9% 53% 30%
Careers & Education 14% 12% 47% 34%
Community, Social, & Charitable Groups 14% 9% 42% 23%
CPG 13% 5% 40% 8%
Entertainment 10% 6% 35% 20%
Financial Services & Insurance 22% 17% 67% 64%
Government 6% 5% 25% 9%
Health & Wellness 22% 29% 52% 58%
Real Estate 13% 8% 39% 18%
Restaurants & Food 8% 5% 15% 7%
Retail 15% 15% 39% 37%
Science, Social Science, & Others 25% 27% 61% 48%
Technology & Telecommunications 24% 32% 60% 66%
Travel & Transportation 12% 12% 36% 23%
Grand Total 15% 16% 44% 41%
1. Microsoft internal data, all devices, July 2018.

AND you can target just the syndicated sites
Which enables visibility in SA360…

New volatility controls
Machine learning filters out click spikes.
Filters are marked as invalid and don’t show on reporting.
0
10
20
30
40
50
60
70
80
19/05/2018 28/05/2018 06/06/2018 15/06/2018 24/06/2018 03/07/2018 12/07/2018
Real case example:
Click after volatility smoothing
Clicks filtered out
Volatility smoothing is currently available in the UK, France, Germany, Italy, Spain, Netherlands, Sweden, Norway,
Denmark and Finland.

Separate Syndication Campaigns? Automatically pause
your campaigns when impressions spike

THE CONTROLS YOU DEMAND

Unlike other platforms Microsoft Advertising provides detailed reporting on search partner traffic domains.
Our team is available to answer questions about our publishers.
If a partner site doesn’t work for you, we can exclude it.
Transparency and domain exclusion
Campaign name Ad group Website URL Impressions Clicks CTR Average CPC Spend Ave. position
Contoso Campaign Branded Contoso.com 965 36 3.73% 0.79 28.5 1
Fabrikam Campaign Non-branded Fabrikam.com 4711 117 2.48% 0.52 50.26 1
Tailspin Toys Campa Regional Tailspintoys.com 5932 88 1.48% 0.12 10.62 2
Northwind Traders C Website Northwindtraders.com 898 13 1.45% 0.05 0.66 2
Wide World Importers Features Wideworldimporters.co 3719 40 1.08% 0.01 0.59 4
Adatum Campaign Competitive Adatum.com 3925 40 1.02% 0.13 5.02 2

And the ability to exclude underperforming sites

1. Run Website
URL Report
2. Analyse Report &
Identify
Underperforming Sites
3. Apply
Website
Exclusions

Important note on ad group vs campaign
level exclusions
If you have ad-group-level site
exclusions and campaign-level
site exclusions on the same ad
group, the campaign-level
exclusions will be ignored
(as opposed to all of the
exclusions being combined and
aggregated together).

1. Determine your Business Metric –
CPA is preferable
2. Split out a test campaign/s –
Syndicated Search Partners Only
3. Optimise weekly for 6 weeks
4. Compare performance end of period
for final week
5. Test campaign outperforms…
6. Apply your robust exclusion list in
bulk across your campaigns/accounts
and go live
So how do I do get back onboard?

Recap: Microsoft Advertising partner network brings
value
Great
value
You can
optimize
View site
performance
Exclude/pause
where relevant
Split out to track
value in SA360
Reach a
larger
audience
16% more
conversions
across devices
41% of mobile
conversions
Strong
ROI
Average CPC is
cheaper
1. Microsoft internal data, EMEA , all devices, Aug 2018.

Re-strategizing
Broad Match
Nick Marshallsay

What are your
experiences with
Broad?
But I still love Broad!
WHY?

Running a campaign is like being a parent

Image Sourced through Creative Commons: http://bit.ly/2p4qeqJ
Ultra protective parenting

Image Sourced through Creative Commons: http://bit.ly/2pO50KJ
Hands off parenting

Image Sourced through Creative Commons: http://bit.ly/1RVClh4
Balanced parenting

How do you want to run your campaigns?

Exact match only
Of monthly Bing searches
are new queries
20% 31%
Of queries on the Bing
Network contain five or more
tokens

Unrestrained Broad match – Broad match with no
optimization or controls in place
Wasted budget which drags
down the overall efficiency
of your campaigns

Applied Broad match – Broad match carefully
managed and optimized with controls

By changing match type to Broad across
all your campaigns right now.
….Joking!

Let's take a thoughtful, strategic approach.

Audience-agnostic
Broad Match campaign
Audience-agnostic
Reduce (+) anchors in BMM campaigns
In-market audiences
Target & Bid
RLSA audiences Target & Bid
Incremental conversion opportunity
Phased approach to broad match expansion

Say hello to Broadience
RLSA + Broad Match + Target and Bid

Broad match + audience targeting can help you get better performance
results than when just using “exact match”
Opportunity: Broad match + remarketing
Remarketing
audiences
Broad
match

FAQs:
Ideal for
Customers who have identified valuable audiences and are looking to expand the
opportunities to engage and maximize their exposure to the audience.
Won’t it run wild?
Nope! The Audience is the control lever here, so scope and impact are limited to
specific audiences. It does not leverage the full exploratory power of BM
Pure Broad or BMM?
Pure broad. Yup.

Testing broad match and audience targeting
Hypothesis:
The test

Clicks
Exact RMKT - BMM RMKT - Broad
* Recent two-months test
Exact RMKT - Broad
CPA
Exact RMKT - Broad
CPA 19% more
efficient
19%
incremental
click volume
Broad match + remarketing bid & target
Incremental conversions achieved at highly efficient CPA

What, no UET?
Broad + In-Market

Audience-agnostic
Reduce (+) anchors in BMM campaigns
In-market audiences
Target & Bid
RLSA audiences Target & Bid
Incremental conversion opportunity
Phased approach to broad match expansion

Reducing BMM anchors, escaping the + virus
+Nicks +Shoes +Nicks Shoes
• Using broad match modifier can limit conversion volume considerably and
reduce both good and under performing segments.
• However, for clients who are sensitive to their brand terms, we recommend
using BMM on either:
• their brand terms
• their key product/service terms

Broad match vs. Broad match modifier
Broad
match
modifier

Take a guess:
Broad match modifiers can
block up to _____% of broad
match potential volume.

Broad match modifiers can block
up to 90% of broad match
potential volume.

Going broad with pure Broad match
I have the
perfect pair
Jen
Advertiser
I need jeans!
Sophie
Customer

Locked and loaded with phrase and exact match
I have the
perfect pair
Jen
Advertiser

Search queries – expect the unexpected
Sophie
Customer

Don’t miss out on untapped potential

Use broad match for research – search term reports
1
2

Search Term Reports unearth new keywords and
negatives from your Broad Match activity
3 4 5

Remember: Your bid is your control lever

Mastering audience-agnostic BM optimization
Your bid is your control lever:
start low
Remember, with broad
match, the goal is keyword
research not conversions
STRs are key for negatives,
ongoing opportunities & win-
backs
Keep up with evolving search
behavior

Microsoft
Audience Network
and Native
Advertising
Thomas O’ Donnell,
Account Executive,
Microsoft Search Advertising

Meet the
Microsoft Audience Network
An audience first, native advertising
solution powered by the Microsoft
Graph and artificial intelligence (AI).

People
Knowledge
Work
Knowledge
Powered by the Microsoft Graph
World
KnowledgeDevices People Activities

To put the right message in front of the right user

Search campaigns
extended to native
Microsoft Audience Network
Powered by the Microsoft Graph
Audience campaigns
Microsoft Audience Ads
Feed-based ads1Image-based ads
1. Feed-based Hotel Ads coming later this year, currently only Shopping Feed Based Ads available. 2. High Quality 3P currently only available on Search Extended Native
MSN - Outlook.com - Microsoft Edge - Partners2

MSAN: Which campaign strategy should I use?
Search Campaigns
extended to native
Audience Campaigns
• Control
• Increase high quality
clicks with seperate
budgets and granular
optimization levers
• Audiences Only
• Convenience
• Increase high quality
clicks with minimal
effort
• KWs + Audiences
&OR

People see them
Consumers looked at native
ads 52% more frequently
than display ads.
Viewed as content
Consumers looked at native ads
the same number of seconds as
editorial content and spent the
same amount of time viewing.
Branding
Native ads delivered a 9%
increase in brand affinity
over banner ads.
Purchase drivers
Native ads registered an 18%
higher lift in purchase intent than
banner ads.
Drive lift in purchase intent
and brand affinity.
Source: Sharethrough/IPG Media labs, (http://www.sharethrough.com/resources/in-
feed-ads-vs-banner-ads/).
Native advertising
reaches audiences
across the
consumer journey

Microsoft Audience Ads are
high-quality native placements
Placements are cross-device and include premium sites like MSN, Outlook.com,
Microsoft Edge and other partners, with more to come.1
Other partners include MarketWatch and NativeAds.com (U.S. only).1
1. Placements on Microsoft Edge and partner sites available in the U.S. only. More high-quality publishers and placements to follow from Microsoft and third parties.
Outlook.com Microsoft EdgeMSN

53%
MALE
47%
FEMALE
Microsoft Audience Network audience – UK
22.7M total unique visitors across MSN and Outlook
14%
16%
17%
17%
27%
Source: comScore, Microsoft Audience Platform Report, August 2018, UK desktop.
MSN & Outlook: 9% of audience is age 6-14. Numbers are rounded to the nearest percentage point.

Search Lift Analysis- better results
1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Lift in searches
post-exposure1
Lift in clicks
post-exposure1
Microsoft
Audience
Network
Microsoft
Search
Network
+37%
+47%

Search Lift Analysis by Vertical
1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Lift in searches
post-exposure1
Lift in clicks
post-exposure1
+67%
+90%
+20%
+25%
+43%
+74%
+37%
+15%

The customer journey
Targeting and tactical solutions for the Microsoft Audience Network
• Broad audience reach on the Microsoft Audience Network
• Similar Audiences to prospect
• In-market Audiences
• LinkedIn Profile Targeting
• Shopping Feeds
• Custom Audiences
• Shopping Campaigns
• Remarketing to convert
• Product Audiences (dynamic remarketing)
• Remarketing to enforce
• Shopping upsells and add-ons
• Similar Audiences
AWARENESS
CONSIDERATION
MAINTAIN
CONVERSION
EXPAND
CURRENT
CUSTOMERS
NEW
CUSTOMERS
Note: This is a non-
exhaustive list of available
solutions. Additional features
are available for the
Microsoft Audience Network.

Your ideal campaign structure
Keep it simple, fill your marketing funnel
CAMPAIGN 1 | REMARKETING
CAMPAIGN 2 | IN-MARKET AUDIENCES
CAMPAIGN 3 | LINKEDIN PROFILE TARGETING
CAMPAIGN 4 | CATCHALL
Ad group 5: Catchall
TIEREDBIDS

Audience Network Planner
*All the pilot customers (US: open beta, UK: close beta) would be able to access Audience Network Planner through the dropdown list in Tools

Utilize Quality Imagery
Native is very visual

Check out the menu of targeting options
Available features to help narrow your audience:
1. Within the United States, Canada, United Kingdom, France, and Australia; counties within the United States; states/provinces; countries/regions; or postal codes. Not all postal codes are supported for
targeting exactly within their boundaries. If you target an unsupported postal code, it will be converted into a radius target. 2. Coordinates can be searched for in the format "[latitude], [longitude]" with
the degrees in decimal form — for example, "44.590,-104.716".
Targeting dimensions/categories Segments/subcategories
Gender • Male • Female
Age • [18-35]
• [36-45]
• [46-55]
• [56-65]
• [older than 65]
Device • PC • Mobile • Tablet
Location • All available countries/regions
• Selected cities and metro areas1
• A specified radius around a postal code, coordinates,2 landmark or area
Audience • Remarketing
• In-market Audiences
• Customer Match
• Product Audiences
• Similar Audiences
• LinkedIn Profile Targeting
LinkedIn Profile Targeting: Company Choose from more than 80,000 companies (i.e., “Microsoft,” “Amazon”)
LinkedIn Profile Targeting: Job title Target users with a variety of job titles
LinkedIn Profile Targeting: Industry Find potential customers across multiple industries

Shopping Campaigns for Microsoft Audience Ads setup

Shopping Campaigns on MSAN: Two ways to buy simplified
Shopping Campaigns on MSAN*
UET across all pages**
Non-JS UET available (reach out to
AdSupport for implementation process)
Dynamically retargets products from
feed to serve to users based on URL
signals and Product ID in URL string
Purchased products not auto excluded from
targeting
Cannot dynamically target based on any
other actions (cart abandoners, product
searchers, etc.)
Shopping Campaigns + Product
Audiences on MSAN
Enhanced UET (updating current UET tag)
Non-JS UET available (reach out to AdSupport for
implementation process)
Dynamically retargets products from feed to users
based on five pre-determined segments:
• General Visitors
• Product Viewers
• Product Searchers
Utilizes Page Type and Product ID signals from tag
No ability to customize beyond five Product
Audience segments other than lookback window
• Cart Abandoners
• Past Buyers

Shopping Campaigns on MSAN: Five steps to set up
1. 2. 3.
4. 5.
Select Create New Campaign and select Sell
Products From Catalog.
Select Audience Ads option. Set Campaign Name, choose MSC store and
select All Products filter. We recommend no
product filters to maximize volume.
Set Audience Targets. Any audiences should be
layered on as “bid only” to maximize volume.
Set Daily Budget and Default Bid. We
recommend ~10% of search shopping spend as a
starting point and a minimum of $1.50 bid to
start,. Click Save and LAUNCH.
Optimization Decision Tree

Budgets and bids
• Use Audience Network Planner to estimate starting daily budget
for image-based campaigns.
• For feed-based campaigns, we recommend using 10% of spend
from Shopping Campaigns on search as a starting budget. These
campaigns should have a minimum starting bid of $1 or higher.
• Don’t bid aggressively everywhere. Focus on a few increased
bids and see how they perform.
• Set up a “catchall campaign” at a lower bid that’s separate from
your targeted campaigns. See the ideal campaigns structure
guide.
Tool providers
• Look into integrating with tool providers. We currently have
Kenshoo set up as a supported tool provider, and are working to
bring more providers in.
• A “dummy” keyword conversion workaround is available for
search Tool Providers and a click-conversion tracking
workaround is available for Google Ads 360 (formerly DCM).
Please work with AdSupport to test all workaround functionality
for conversion tracking.
Check in regularly with your campaigns
• Monitor performance weekly with the below in mind:
1. Make sure you have conversion and click-tracking set up, and
review it regularly.
2. Use the Bid landscape tool (for image-based ads). Ensure that
your bids are competitive enough to win volume.
3. Test multiple assets, and ensure ad copy relevancy.
4. Experiment with new audiences utilizing the Audience
Network Planner, shared library, and our full array of
audiences.
Maximize campaign performance with these helpful hints

Plan and prep before you set up your campaigns
❑ Decide if you want to set up more than one campaign. If you decide to go this
route, gather assets for each campaign as you move through this checklist.
❑ Assess opportunities with the Audience Network Planner.
❑ Align on the appropriate success metrics.
❑ Evaluate campaign goals based on the customer decision journey and work
toward moving down the funnel.
❑ Use Google Import to move your Google Display Network campaigns to
Microsoft Advertising.
❑ Prepare your creative assets (ad copy and images).
Learn how audience targeting can boost audience campaigns
and Shopping Campaigns
❑ Check out how audience targeting can help you reach your marketing goals
and decide which targeting features to use before you set up your campaigns.
Set up your campaigns
❑ Set up audience campaigns or feed-based Shopping Campaigns.
Maximize campaign performance
❑ Get more from your campaigns when you set your budget and bids, integrate
with Kenshoo (or use a workaround to measure conversion data) and check in
regularly with your campaigns.
Use the links in this
checklist to navigate
through this guide.
Microsoft
Audience Ads
setup checklist

Getting more volume
on Remarketing and In-
Market Audiences

High Five! 5
Awesome
Remarketing and
In-Market
Audience Tips

Assumption: You know
remarketing and in-
market already…?

Predictive intelligence delivers lists of users
ready to buy
Available in UK, US and now in
pilot in DE and FR
ready to make a
purchase

▪ Expand your audience
▪ Import from Google
Available on
SEARCH
Market Availability
US. Pilot: CA, AU, UK, FR & DE
Performance
+ 17% CVR
In- Market Audiences
AUDIENCE NETWORK

Share your Insights with your SEO
and/or Social teams
Why are they important?
Challenge your
assumptions

Linkedin & In-Market Audiences Best practices
Opt in ALL audiences to collect
performance data
Set 0%- 20% bid modifier to test & bid
boost based on performance
Test auto-bidding (Enhanced CPC)
Layer audiences on Shopping, DSA &
other audiences

Remarketing in paid search
YOUR AD
User Your
website
User added in
remarketing list
User
leaves
User searches
on the Microsoft
Network
Your ad
is served
USER RETURNS TO YOUR SITE

• In normal campaigns we use highly defined keyword lists, match types and
negatives to find users with intent
• This much reduces our volume but improves our accuracy even if we lose
potential buyers along the way
• However – With Remarketing lists we have already QUALIFIED our users
• This means we can EXPAND our parameters for match and keyword back
out to capture the most potential buyers
In Search, we funnel down the complete
addressable market using keywords

• In normal campaigns we use highly defined keyword lists, match types and
negatives to find users with intent
• This much reduces our volume but improves our accuracy even if we lose
potential buyers along the way
• However – With Remarketing lists and in-market audiences we have
already QUALIFIED our users
• This means we can EXPAND our parameters for match and keyword back
out to capture the most potential buyers
The key to audiences volume: EXPAND

Top Tip #1: Open up your match
types

Broaden match types
Targeting highly qualified traffic gives you the opportunity to
broaden your keyword list.
[sportwear] sportwear
“running shoes” Running shoes
+nike +running +shoes nike running shoes
Traditional campaigns Remarketing campaigns
Home page
Category page
Product page

Top Tip #2: Keyword Expansion: Load
up on new keywords

Widen keywords: How?
Use the recommendations tab to load up on keywords

Top Tip #3: Use a ‘All visitors’ Catch
All with a low bid

Have an all-visitors campaign and exclude your other
audiences

Top Tip #4: Use seasonality & Open
the lookback window to 180 days

Exploit visitor spikes on the advertiser site
Unique
Visitors
Time
What drives spikes in users?

Make your audiences membership duration a full 180
days

Top Tip #5: REFERRAL URLs.
Create RLSA based on where your
users are coming from

Segmenting by source
smartysavers.com
TIP #4

POST CLASS
RESOURCES
POST CLASS
RESOURCES

“Great training, but where do
I go for help after today?”
Help! Help!

Microsoft Advertising Help
http://bit.ly/bingadshelp
For videos, real-world examples, & how-to articles
when you need them.

In UI help
When in the UI click on the symbol or ‘gear’
symbol in the UI to instantly access contextual help.

Microsoft Advertising Learning Lab
http://bit.ly/bingadsacad
For on demand online courses for creating and
managing campaigns.

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2. Instructor = Monica Orsino
https://aka.ms/MSA387

Audience Growth Bootcamp - Growth solutions

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