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Beginner’s Guide to Microsoft Ads: Webinar Recap and Actionable Steps

By Aarti Bhanushali
5 June 2024

Our latest webinar was packed with insights from experts like Simon Jacobson from Microsoft Advertising and Chester Yang from Diginius, who broke down the process of leveraging Microsoft Ads for maximum success. In case you missed it, here’s a quick guide to help you plan and apply these to your future Microsoft Ads campaigns.

Understanding the Why of Microsoft Ads

The first part of the webinar focused on why Microsoft Ads is a powerful tool for marketers. Simon Jacobson emphasized the significant strides Microsoft Advertising has made since rebranding from Bing Ads in 2019. He highlighted the extensive reach and purchasing power of Microsoft Ads users, which was eye-opening.

Key Takeaways:

1. Audience Reach and Purchasing Power: Simon mentioned, “We reach over a billion people, and our data suggests they have a greater purchasing power.” This means that by using Microsoft Ads, I can tap into a high-value audience that’s more likely to convert.

2. End-to-End Solution: Microsoft Advertising is becoming a full-suite end-to-end solution for publishers, brands, and advertisers. Simon said, “Our goal is to stitch all these moving parts together to become a comprehensive solution.”

Action Steps:

– Leverage the broad reach of Microsoft Ads to target high-value customers.

– Utilize the full suite of tools offered by Microsoft Advertising to streamline your campaigns.

Setting Up Your First Campaign

Chester from Diginius took over to guide us through setting up our first campaign on Microsoft Ads. His practical tips and clear explanations made the process seem much less daunting.

Key Takeaways:

1. Familiar Interface: Chester said, “The Microsoft Advertising UI is very much parallel to Google Ads.” This means if I’m already familiar with Google Ads, transitioning to Microsoft Ads will be easier.

2. Goal Identification: It’s crucial to identify the campaign goals before creating ads. Chester emphasized, “Identify your campaign goals and build your ad creations and targeting around them.”

Action Steps:

– Campaign Goals: Clearly define your campaign goals—whether it’s driving performance, increasing consideration, or building awareness.

– Ad Creations: Based on your goals, create ads that are tailored to achieve specific outcomes.

Leveraging Advanced Features

Chester also explained how to use advanced features in Microsoft Ads to optimize campaigns. He stressed the importance of incorporating audience campaigns and using predictive targeting.

Key Takeaways:

1. Audience Campaigns: “Start incorporating audience campaigns into your mix to leverage advanced targeting options,” Chester advised. Audience campaigns can significantly improve targeting precision and conversion rates.

2. Predictive Targeting: This feature helps identify potential customers who are likely to convert. Chester highlighted, “Predictive targeting helps you identify and target customers who are more likely to convert.”

Action Steps:

– Audience Campaigns: Use audience campaigns to target users based on specific criteria like demographics, web activity, and LinkedIn profiles.

– Predictive Targeting: Implement predictive targeting to reach potential customers who haven’t yet converted but show high conversion potential.

Optimizing Campaigns with Data

Chester’s discussion on leveraging data for optimizing campaigns was particularly insightful. He explained how Microsoft Ads integrates various data sources to enhance targeting and performance.

Key Takeaways:

1. Integration with Microsoft Ecosystem: “You can leverage LinkedIn profile data for targeting today,” Simon pointed out. This integration means I can use rich data from LinkedIn to target professionals effectively.

2. Real-Time Data and AI: Microsoft’s AI-driven features like co-pilot and predictive targeting offer real-time data to enhance campaign performance.

Action Steps:

– LinkedIn Integration: Use LinkedIn profile targeting to reach B2B audiences more effectively.

– AI Features: Utilize AI-driven tools like co-pilot to optimize ad placements and targeting in real-time.

Streamlining Reporting with Swydo

Adriana Luxwolda presentation on how Swydo can simplify reporting. She demonstrated the ease of connecting data sources and creating customized reports.

Key Takeaways:

1. Easy Data Integration: Connecting your data sources with Swydo is a very simple step. This means you can easily import data from Microsoft Ads and other platforms to create comprehensive reports.

2. Customizable Reports: You can add custom metrics and widgets to tailor your reports. This flexibility allows for detailed and specific reporting.

Action Steps:

– Data Integration: Connect your Microsoft Ads account to Swydo for seamless data integration.

– Custom Reports: Create and customize reports to include key performance indicators (KPIs) and metrics relevant to your campaigns.

Practical Tips and Optimization

Chester concluded with some practical tips on optimizing Microsoft Ads campaigns.

Key Takeaways:

1. Regular Optimization: “Manage search terms by adding negative keywords,” Chester advised. Regular optimization helps in maintaining campaign efficiency and performance.

2. Transparency in Placements: “Microsoft gives you full transparency into where your ads are being placed,” Chester highlighted. This allows for better control and optimization of ad placements.

Action Steps:

– Search Terms Management: Regularly review and update negative keywords to optimize search campaigns.

– Placement Optimization: Utilize the detailed placement reports to exclude non-performing domains and focus on high-performing ones.


Here’s a summary of how you can run your Microsoft Ads campaigns from now on:

1. Leverage Audience Reach: Utilize Microsoft’s broad audience reach and purchasing power to target high-value customers.

2. Set Clear Goals: Define clear campaign goals and build ad creations and targeting strategies around them.

3. Use Advanced Features: Incorporate audience campaigns and predictive targeting to enhance campaign performance.

4. Integrate Data: Use LinkedIn profile targeting and real-time AI features to optimize targeting and ad placements.

5. Streamline Reporting: Connect data sources to Swydo and create customizable reports for detailed insights.

6. Continuous Optimization: Regularly manage search terms and optimize ad placements for better performance.

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