Microsoft Advertising can be an overwhelming platform. Let’s face it, there are so many things to keep track of and so many features that you might feel a little lost at first. However, don’t let the initial confusion intimidate you.
There are plenty of tips and tricks out there for successful advertisers—you just need to know where to look. In this blog post, we share eight actionable tips to boost your Microsoft Advertising success.
From targeting the right audience to tracking ROI and measuring performance, these strategies will help you reach more customers and drive results fast.
Keep reading for all the insider knowledge you need to succeed with Microsoft Advertising as soon as possible!
1. Create a Solid Strategy Before Jumping in
Before you start buying ads, you should have a clear strategy in place. What problem are you trying to solve? What is your company’s mission and vision? What types of people are you trying to reach?
What’s your target audience? A solid strategy will help you focus your efforts and make it easier to determine which audiences to target and which campaigns to focus on. It will also make it much easier to evaluate your success and determine if your advertising is working.
If you don’t have a clear strategy in place, your campaign will be much more difficult to manage. You’ll have trouble prioritizing the right audiences and creating the right ads. Without a strategy, you’ll also have a much harder time determining if your campaign is working.
2. Define Your Audience and Track Your ROI
Before creating any ads, you’ll want to know who exactly you’re targeting. You’ll have a better idea of who you’re trying to reach, what they’re interested in, and how much they’re willing to spend.
This will help you create a more personalized campaign that speaks directly to your target audience. Better yet, you’ll be able to track your ROI (return on investment) for all of your campaigns. This will help you determine which ads are working best and which should be adjusted or removed.
CAC (cost per acquisition) is a calculation that determines how much you’re spending on advertising compared to how many new customers you’re bringing in. The first number is how much you’re spending on ads, while the second is how much you’re bringing in from new purchases made by customers who saw your ads.
Ideally, your CAC should be less than your CPA (cost per acquisition) because you’re making more money from customers who saw your ads than you’re spending on advertising. This will help you determine if your ads are working and if you’re making a profit.
3. Set Up Rich Media Ads
Rich media ads are the most engaging and interactive ads on the Microsoft Advertising platform. They incorporate images, videos, and sound and can be swiped, clicked, tapped, and scrolled through.
Rich media ads can include interactive images, videos, sounds, and animations. They’re perfect for selling any type of product or service. You can also easily set up surveys and quizzes with rich media.
Image ads work especially well for any service or information-based campaign. They’re also a great option for promoting seasonal sales or discounts. Video ads work best for more curated, branded campaigns. You can use them to introduce your company or products, answer common questions, or provide helpful how-to content.
4. Try out Video Ads
Video ads are one of the most popular and effective types of ads on the Microsoft Advertising platform. You can create videos to showcase products, services, or target your ideal customers. You can even use video ads to create a sales pitch!
If you’re creating a sales pitch video, you want to make sure it’s short and to the point. Microsoft recommends keeping your video under 60 seconds to avoid losing your customers’ attention.
You can use video ads in several different ways to boost your success. You can use them to introduce your company or products, answer common questions, or provide helpful how-to content.
Video ads also work best for more curated, branded campaigns. You can use them to introduce your company or products, answer common questions, or provide helpful how-to content.
5. Establish Tracking and Measurement Tools
Before you start running any campaigns, you’ll want to establish the tracking and measurement tools you’ll use to track your progress. You can use tools like Google Analytics (for web advertising) or the Microsoft Advertising Reporting Tool (for Microsoft Advertising) to track your ad performance.
These tools will help you determine which ads are working best, which audiences you’re reaching, and what you could do to improve your campaigns. You’ll also be able to determine if your ad spending is exceeding or falling below your expected CAC.
By tracking and measuring your advertising, you’ll be able to make adjustments to your campaign to ensure it’s running as smoothly as possible. You can also determine the overall ROI for each ad group or campaign to measure the success of your advertising.
6. Use ad extensions
Ad extensions are helpful additions to your ads that provide more information about your products and services. They are designed to help boost your click-through rate (CTR) and make your ads appear more enticing to customers browsing the web.
Ad extensions can be used to provide additional information about your business, such as your location, hours of operation, pictures of your employees, or pictures of your products. They can also be used to include discounts, call-to-actions, and product or service information.
Ad extensions can be added to most types of ads, including image, video, rich media, and site click-through ads. They are easy to set up, and you can use them to make your ads more appealing to customers. Ad extensions can help boost your click-through rate and make your ads appear more enticing to customers browsing the web.
7. Track ROI for each campaign and ad group
To determine the success of your advertising, you’ll need to track ROI for each ad group and campaign. You can do this by comparing your CAC against your CPA. Once you’ve established your tracking and measurement tools, calculating your ROI for each ad group and campaign will be a breeze.
You’ll know exactly how much you’re spending and how much revenue you’re bringing in from the customers who saw your ads. This information will help you determine which ad groups and campaigns to scale and which ones to eliminate. You can also use this information to create a stronger campaign that reaches a wider customer base.
8. Don’t just rely on CTR
CTR (click-through rate) is one of the most common metrics advertisers use to determine the success of their ads. However, you shouldn’t rely solely on CTR to determine the success of your ads. You should also keep track of average cost per click (CPC), average revenue per click (ARPC), and clickthrough rate (CTR).
These metrics will help you determine the performance of your ads and which ones are working best. By tracking these metrics, you’ll be able to better determine how well your ads are performing and if there’s anything you can do to improve them.
9. Surface ads
Surface ads are an excellent way to showcase your products or services in a short, informative format. They are short, full-page ads with a product picture and brief, descriptive copy.
Surface ads are available in both video and image formats and can be targeted to specific audiences. They are also excellent for promoting seasonal offers or current deals. Surface ads are ideal for showcasing products or services in a short, informative format. They can be targeted to specific audiences and are excellent for promoting seasonal offers or current deals.
The best way to determine the success of your Microsoft Advertising campaign is to track your ROI for each ad group and campaign. By tracking these metrics, you’ll be able to better determine how well your ads are performing and if there’s anything you can do to improve them.
10. Use ad rotations and Mix Surface ads
Ad rotations are a great way to ensure that your ads are getting maximum exposure and reaching as many customers as possible. By rotating through several ads at once, you can ensure that your ads are showing more often and to a greater variety of customers.
11. Find the winners and retest with more ads
After you’ve sent a few campaigns live, you’ll want to start retesting ads to see which ones perform best. When conducting retests, start with your highest performing ads and then move on to your lowest performing ads. When retesting, it’s important to use the same target audience, ad creatives, and ad text.
That way you can accurately gauge which ads performed best. When you’re retesting, you can also use different ad scheduling settings to see which ad works best at which times. Ad testing can be a tricky but necessary process if you want to maximize your results.
You may want to retest your ads as often as every day to make sure you’re always serving the most relevant and highest converting ads to your audiences.
12. Set clear goals for your ad campaign
Before you start creating your ads, you should know your goal for your campaign. This will help you determine what ad creative, audience targeting, and ad types you want to use. Set a goal for your entire campaign, but also set a goal for each individual ad.
This can be something like generating more leads, increasing website traffic, or driving in-store purchases. When setting your goals, make sure to be SMART. Your goals should be Specific, Measurable, Attainable, Realistic, and Time-bound.
For example, if you want to get more website traffic, you might set a goal of generating 50 leads from your ad campaign. Then, you’d want to track the number of website visitors who become leads to see if your campaign is working.
13. Use ad previews to identify winning ads
While testing your ads, you should take note of which ads perform best. Then, use Microsoft’s ad preview feature to see exactly why those ads performed best. Use this information to create new ads that incorporate the winning strategies of your top performers.
You can use the ad preview feature from the Create new campaign or ad | New campaign page. Just select a couple of your top performers and click “Preview.” This will show you your top performing ads, along with information about your audience, such as demographic and location.
You can also use the ad preview feature to identify which of your ads are underperforming. If you see that some of your ads aren’t as successful as others, you should either retest them or cut them from your campaign entirely.
14. Diversify your ad types and formats
When first getting started with Microsoft Advertising, you may be tempted to use only one ad type and format. However, you can actually boost your results by diversifying your ad types and formats. This means testing different types of ads in each of the available ad formats, such as display, video, search, and audio.
You’ll want to try different types of ads because they perform differently based on your customer segment. For example, one type of ad may perform better for one segment, but another type of ad may be more successful for another segment.
Diversifying your ad types and formats can help you serve your ads to the right customers and thus improve your results.
15. Optimize based on ROI, not just clicks and views
As you test your ads, you may notice that some of them are generating a lot of clicks, but they’re not converting. While you shouldn’t completely ignore these ads, you do want to prioritize ads that are generating a high return on investment (ROI).
When determining which ads to keep and which ones to cut, examine your ad’s cost per conversion (CPC) and cost per click (CPC). You can do this on the Campaigns page. For example, let’s say you have two ads.
One is generating 10 clicks and 10 conversions at a CPC of $5. The other ad is generating 20 clicks and no conversions at a CPC of $1. You would obviously want to keep the ad with 10 conversions. While the other ad is generating more overall clicks, the ad with 10 conversions is actually generating more revenue.
16. Track everything — even the stuff that doesn’t matter
The key to tracking your Microsoft Advertising success is to track everything. Track every click, every view, every impression, and every conversion. You may feel like some of these metrics don’t matter, but trust us — they do! Some of your metrics, such as impressions and views, will help you understand how many people are actually seeing your ads.
This can be useful for determining if your ad is being shown in the right places. Some of your other metrics, such as conversions, will help you determine how many people are actually clicking on your ads and purchasing products.
This information can help you determine which ads are performing best and which ones need a little work. In order to track all of this information, you’ll need to use the right tracking methods in your ads. You’ll also need to use third-party tools to track your Microsoft Advertising data.
17. Use U-spot to find the best audience for your ads
One of the best ways to boost your ad performance is to find an audience that’s more likely to click on your ads. If you’re struggling to find the best audience for your ads, try using U-spot. U-spot is a Microsoft tool that allows you to search for audiences based on location and demographics.
You can use U-spot to identify ideal audiences for your ads, which can help you generate more clicks, views, and conversions. When you’re using U-spot, you’ll need to select the “Engaged customers” tab.
You can then use the search bar at the top of the page to search for an audience. You can search for audiences based on location, demographics, and interests.
18. Leverage video advertising
If you want to boost your ad performance and conversions, consider leveraging video advertising. Video ads can be extremely effective and help you reach more customers than ever before.
You can use Microsoft’s built-in video templates or create your own custom video ads. Of course, if you create your own video ads, you’ll need to make sure they have a clear call to action and are relevant to your products and services.
Although video ads typically have a higher cost per click, they also generally have a higher click-through rate. This can help you boost your ad performance significantly and generate more revenue from each campaign.
19. Use rich ads to increase ad visibility
Rich ads are interactive ads that allow users to interact with your ads. They can be things like polls, quizzes, and surveys. Rich ads are extremely popular and help you boost your ad visibility.
They can help you engage more customers, improve your ad performance, and generate more revenue. If you’re not already using rich ads, now is the time to start. Microsoft allows advertisers to use rich ads in all ad campaigns except search ads.