Optimize Microsoft AdCenter For Effective Paid Campaigns

Gaining paid search footholds may be challenging, and once you’ve engineered a productive Google Ads campaign and watched it perform, it can be dispiriting to achieve the tip of that campaign’s lifespan.

However, it doesn’t need to end there.

An glorious strategy for increasing the success of your PPC campaigns is to seem on the far side Google Ads to different platforms like Microsoft AdCenter, that permits you to advertise on Bing, Yahoo!, and other affiliate platforms.

It’s easy to translate your Google Ads campaign to the Microsoft platform as a result of they need similar functionality. Victimization constant elementary best practices, you’ll be able to produce additional leads through PPC on a completely new platform.

What Is Microsoft AdCenter?

Microsoft AdCenter is that the centralized hub wherever advertisers attend buy sponsored ads on Bing or Yahoo!

Previously Bing Ads, the platform underwent a rebrand when combining forces with Yahoo!

While it’s safe to mention that the bulk of net search traffic comes through Google, that doesn’t mean digital marketers ought to be sleeping on Microsoft AdCenter.

In fact, with a combined 30 % market share of the internet’s search function, you’re about to need to feature a visit to Microsoft AdCenter to your digital promoting itinerary.

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Benefits of Optimizing Microsoft AdCenter for Your Ad Campaigns

Whenever you’re running a PPC campaign, you wish to be perpetually optimizing.


When you recalibrate through optimization, you increase your possibilities of reaching your target audience. This observe won’t solely increase your overall revenue however will decrease your ad spend.

Microsoft AdCenter isn’t any different. you wish to ceaselessly optimize your campaigns for success. whereas there’s a lot of work to be done before launching a campaign, it’s debatable that the foremost valuable work is finished post-launch.

With 1.03 billion distinctive users every month, Bing offers advertisers in depth reach.

However, while not optimizing your campaigns, however are you able to guarantee you’re reaching the correct audience members?

Short answer: You can’t, that is why understanding the way to optimize in Microsoft AdCenter is vitally necessary to your success on the platform.

Difference Between Microsoft AdCenter and Google Ads

As mentioned above, Microsoft AdCenter has similar practicality to Google Ads. However, the 2 PPC platforms differ greatly in 5 key areas: campaign-level control, closed variants, engagement rates, search partner targeting options, and ad scheduling.

Campaign-Level Control

Google Ads requires users to line the language, ad rotation, network, ad scheduling, and placement settings at the campaign level. teams are then restricted to those settings.

On the opposite hand, Microsoft AdCenter opens these choices at the ad cluster level, allowing users to simply create modification settings at any time, instead of having to create a completely new campaign.

Closed Variants

After eliminating exact and phrase match keywords by imposing a “close variant” target inside Google Ads, the reach of tangible and phrase keywords extended by seven percent, as well as misspellings, pluralized terms, and grammatical iterations.

While Microsoft AdCenter will have an choice to use the shut variant query, it’s simply that: optional.

Increased Engagement and Conversion Rates

Users who have interaction with Microsoft AdCenter PPC ads have increased engagement with the chosen sites and landing pages.

In fact, studies found that automotive search users who interacted with Microsoft AdCenter content had oral communication rates 10-56 % on top of Google Ads.

While this can be clearly a selected audience subset, it is still indicative of accrued interaction overall.

In addition to those factors, another distinction emerges between Google Ads and Microsoft AdCenter.

As we tend to mentioned above, it’s easy to import your Google Ads campaign into Microsoft AdCenter. Despite this ease, there are considerable variations to stay in mind as you optimize your campaigns on every various platform, as well as:

  • search partner targeting options
  • ad scheduling

While each Google Ads and Microsoft Ads have search partner networks (external sites that let advertisers to expand reach on their platforms), the networks are notably different.

Search Partner Targeting Options

Unsurprisingly, Google boasts many sites in their search partner network. If you’re not seeing huge returns on including this extended network in your targeted campaign, you’ll be able to take away the function. Unfortunately, that removal is all or nothing—you can’t cherry-pick that partners you’d wish to reach.

With Microsoft Ads, however, you can choose which partners to reach, a key distinction as you optimize your campaigns.

Ad Scheduling

While ad programming may be a key element of any PPC campaign, totally different parameters for setting ad schedules apply once transitioning your Google Ads strategy to Microsoft.

With Google Ads, dashboard time is mechanically set to the time designated upon account creation, thus users have to be compelled to update regular times looking on the geographical zone they’re attempting to reach.

Microsoft Ads, however, permits users to line schedules supported the placement of the target, creating scheduling infinitely easier.

While these variations might not appear huge, they’re necessary to notice as you start your Microsoft AdCenter campaign.

Tips for Optimizing Microsoft AdCenter

We’ve already highlighted the importance of optimization; currently it’s time to interrupt down specifically the way to optimize your Microsoft AdCenter campaigns.

1. Perform Keyword Research

If you don’t have a solid grasp on your keywords, now’s the time to start. By researching what terms apply to your purpose and audience, you’ll be able to incorporate that language into your campaigns to make sure you’re reaching your required audience.

2. Use Negative Keywords

When you include negative keywords in your campaign, you can exclude confusing or digressive terms from your strategy. this enables more correct audience reach also as reduced ad pay because of more precise matching.

3. phase Your Campaigns

For data-driven PPC advertisers, segmenting campaigns into ad teams can permit you to form additional intelligent improvement decisions. Segmentation lets marketers focus their message on totally different groups, that allows the gathering of targeted metrics. Through a more segmental audience, you’ll be able to tailor the message and receiver.

4. Use Ad Extensions

With ad extensions, you can add additional items of knowledge regarding your business, as well as phone number, address, or a selected link. These free-to-add choices can increase the visibility and utility of your ads.

5. Follow Ad Writing Best Practices

Strong, relevant copy is significant to the success of any PPC campaign. As you optimize your Microsoft AdCenter content, keep these best practices in mind:

  • Underscore the audience’s primary pain point: By speaking toward your audience’s primary pain point, you not solely establish however you’ll be able to solve their pain; you furthermore mght establish that you just perceive their pain. This builds trust and affiliation between the adman and consumer.
  • Incorporate numbers or statistics: Historically, numbers work to grab reader attention. This was true long before the web and can still be true because the internet evolves.
  • Utilize feelingal triggers: It’s no secret that individuals react to emotional triggers. after you harness the facility of emotion in your ads, you can nearly guarantee a reaction from your audience. look at how this house used feeling to advertise its services:

6. regulate Audience Type

Microsoft Ads provides users with many differing types of audiences to use to make sure your ads reach the correct group. you’ll be able to adjust the sort of audience to optimize your campaign and improve your reach.

7. Experiment With Dynamic Search Ads

These ads can mechanically target relevant search queries shaped from your web site content. The ads are then dynamically created to react to those custom queries, reducing work and increasing audience reach.

8. Use the Microsoft Audience Network

This audience marketing solution draws on Microsoft’s AI (AI) to raised target your ideal audience. make certain to require advantage of this Microsoft-exclusive offering, because it can drastically boost ad performance.

9. Use Universal Event trailing (UET)

Yet another Microsoft-exclusive solution, you’ll be able to use UET to look at client behavior when they move along with your ad. By inserting a UET tag across your website, Microsoft gathers information that tracks goals and audiences with remarketing lists.

10. originated Conversion Tracking

By setting up conversion tracking in Microsoft AdCenter, the platform matches you with relevant searchers across the Microsoft network. Conversion tracking additionally provides tools to optimize your campaigns for success.

Measuring the Success of Your Microsoft AdCenter Campaign

You’ve optimized your campaign throughout its lifespan, and currently you wish to know if it ought to be deemed successful or a failure.

Below, we tend to break down 3 key metrics which will highlight your campaign’s overall performance.

Click-Through Rate (CTR)

This metric is essential to understanding whether or not your ads are relevant to your customers. CTR is determined by dividing the quantity of clicks your ad receives by the number of times your ad is shown.

Conversion Rate

Strong conversion rates indicate that what you pay on clicks is returning to you in profits. This metric is calculated by dividing the number of conversions by the number of total ad interactions half-track to a conversion in a very given time period.

Cost Per Conversion

If you’re overpaying for conversions, it’s time to travel back to the drawing board. This metric is decided by dividing the whole price for clicks by the quantity of conversions.

These 3 metrics give a strong, foundational assessment of your campaign’s performance. whereas you’ll be able to stray in the intricacies of data, these figures invariably provide a transparent result.

Examples of nice Microsoft AdCenter Campaigns

Although Microsoft AdCenter is full of samples of great PPC advertising, here are three glorious PPC ads that used a singular feature of the platform for a productive campaign.


Maybelline uses an in depth breakdown in their paid listing to permit searchers to find specifically what they have. By segmenting by eyes, lips, mascara, and face makeup, the sweetness company will increase the probability that the searcher with clear intent can pronto notice what they need.

From You Flowers

These product ads rely on visuals to interest the searcher. By inserting product images, pricing, and data on the aspect of the page, searchers have all the knowledge they need instantly.

Papa John’s

Ad extensions will go an extended method for PPC ads. pizza pie merchant begetter John’s created their listing as informative as possible, whereas additionally touting their success and visibility by sharing the quantity of monthly website visitors. This strategy not solely provides useful data like deals and pizza pie kind options, however it additionally will increase client trust through the sheer variety of social visitors.

While all 3 of those ads use extensions in terribly totally different ways, they bring about additional texture to the program results page (SERP), partaking the audience through images, increasing the immediacy of search success, and building consumer trust.


While each Google Ads and Microsoft AdCenter provide similar functionality, the choices to optimize in Microsoft AdCenter are fully different.

Be absolute to cash in of Microsoft’s distinctive offerings and optimize your content and strategy through the Microsoft lens, guaranteeing that you get the foremost play of your advertising buck.

As you become additional aware of Microsoft AdCenter’s features, you’ll see your success rate rise as you optimize for target audience reach.

If you’re prepared to find office partner to assist you kickstart your paid campaign on Microsoft’s ad platform, allow us to know!

What’s the simplest Microsoft AdCenter campaign you’ve ever seen?


If you would like to speak to an expert on Paid Campaigns don’t hesitate to get in touch with Mobloggy. Their friendly and professional team will be more than happy to help.

Rebecca Ruck founded Mobloggy® in 2009 to help small businesses get found online.
Mobloggy® offers a holistic approach to digital marketing and web design, utilizing industry tools and its many strategic layers.