EXSUM: All about Microsoft Ads

Are you looking for a quick introduction to Microsoft Advertising?

Here’s your Executive Summary (EXSUM) in just under 500 words/2 minutes.

Why should I advertise on Microsoft?

The Bing search engine only accounts for 6.7% of the global search market but accounts for 37.7% of the U.S. desktop searches.

It can reach 46.4 million searchers that Google cannot reach through the Microsoft Search Network which includes Bing.com, MSN.com, AOL.com, and Yahoo.com.

Microsoft launched the Digital Marketing Center to serve as a central platform to manage your paid advertisements and social media presence.

Through the Digital Marketing Center, you can manage your Microsoft, Google,  Facebook, and Instagram paid ads.

What do I need to know about to get started?

After logging into the Digital Marketing Center, determine what your objective is. You can choose from the following objectives to customize your campaign:

Visits to a business location

Visits to a website

Visits to a physical location

Then select your target location, either a specific location or a radius around a point.

Then create your ads:

Search Ad Campaign: Search ads appear on search results pages when potential customers search for your keywords.

Dynamic Search Ad Campaign: Dynamic search ads are search ads that Microsoft creates for you automatically.

Audience Campaign: Microsoft Audience Ads appear on Microsoft properties and other premium platforms to people based on our proprietary AI and our understanding of customers.

Microsoft Shopping Campaigns: Product ads use the imagery and data in your Microsoft Merchant Center Store’s product feed, and appear on search results pages.

And finally set your budget.

Microsoft Advertising is a pay-per-click (PPC) advertising system. You are bidding against other advertisers to get the space you want based on how closely your ad and website match with search terms, how the bid compares to other bids, and how strongly the ad has performed in the past and its previous click-through rate.

Once the advertising campaign is established, you can see the below metrics on your Digital Marketing Center overview:

Impressions: The number of times your ads were displayed during the selected date range.

Clicks: The number of times your ads were clicked during the selected date range

Direction Inquiries: The number of times customers inquired for directions to the physical location of your business during the selected date range.

Calls: The number of times customers have called your business as a result of your ads during the selected date range.

Conversions: Data collected from customer action tracking shows the total visits to your special pages during the selected date range.

Spend: How much money has been spent

Engagements: The number of times your audience engages with your ads during the selected date range, including Likes, Reactions, Comments, and Shares.

Where can I get more information?

Start by going to the Advertising section of Microsoft’s website.

You can also try WordStream or this post from White Shark Media.

Either of these three sites should help you to get started.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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