Microsoft Advertising
Search Engine Land is your go-to source for Microsoft Ads news, strategies, and in-depth content. You’ll find a wide range of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
Optimizing your Microsoft Ads campaigns
Microsoft Ads offers unique opportunities to reach high-intent audiences across platforms like Bing, MSN, and the Microsoft Audience Network. This page provides practical advice and insights for optimizing your campaigns, from structuring effective ad groups to leveraging advanced targeting options.
Stay informed on updates to Microsoft’s advertising tools, including AI-powered enhancements, new bidding strategies, and cross-platform integrations. Whether you’re exploring audience targeting, different ad formats, or conversion tracking, you’ll find the guidance you need to make the most of Microsoft’s advertising ecosystem.
What you read here is written by our experienced in-house team, as well as subject matter experts from agencies and top-performing brands leveraging Microsoft’s advertising ecosystem.
Discover how businesses are effectively using Microsoft Ads to tap into unique audiences and improve performance across channels.
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PPC outlook: How advertisers can stay ahead in 2024
Here are key changes to measurement, bidding, creative and more that PPC advertisers must make in 2024 to stay ahead of disruptions.
Paid media success in 2024: A handy checklist
These items will help you refresh your PPC outlook, run valuable tests, examine ad settings, and find impactful growth opportunities.
Microsoft rolls out new AI tool that generates instant banner ads
Retail Media Creative Studio generates banner ads in seconds using a product's URL, then uses AI algorithms for in-flight optimization.
Microsoft Ads unveils major changes to hotel and property ad management
Microsoft advises advertisers to take proactive steps now for a seamless transition to Lodging Campaigns in February.
Better PPC account health in 2024: How to avoid modern pitfalls and wasted spend
Discover the costliest PPC campaign mistakes from industry veteran Melissa Mackey and learn how to fix them for optimal results.
LinkedIn Ads in 2023: Trends, hits and gaps to be filled
LinkedIn seized 2023 with key platform upgrades for B2B advertisers including predictive audiences, revenue attribution reporting and more.
Using auction insights for better PPC competitor analysis
Learn to use Google and Microsoft auction insights for monitoring your competitive positioning in search results.
Microsoft updates email notification process for ad disapprovals
The tech giant has rolled out changes to give marketers quicker and more detailed information about ad disapprovals.
Microsoft and Baidu Global team up for enhanced ad placement capabilities
The partnership will launch early next year in the U.S, Canada, United Kingdom and Australia markets.
Microsoft’s Audience Network expansion: Higher CPCs, lower CTRs, no added value
With Microsoft Ads' multi-channel approach, this software company saw 26% of its budget spent on a 0.14% CTR and no added conversions.
Microsoft relaunches pubCenter, its Google AdSense alternative
The all new pubCenter pilot program, which is actually a 15-year-old Microsoft product, is now open but only to U.S. businesses.
Microsoft Search and News Advertising revenue up 10% in Q3
The tech giant has reported its strongest quarter in history thanks to its continued investment in generative AI.
Survey: Marketers reducing ad platform investments
Meta is experiencing the largest increase in expected investment, while Google will be flat, according to a Search Engine Land survey.
Microsoft Target CPA and Maximize Conversions move to general availability
Advertisers across all markets can now use the automated bid strategies to optimize campaigns for "maximum results with minimal effort".
6 Microsoft Audience Ads product updates
The latest product developments aim to help advertisers create more engaging campaigns that serve higher-value audiences.
Offline conversion tracking to boost lead gen strategies
Find out when and how to incorporate offline conversion tracking effectively and learn from lead gen success stories.
Microsoft blames Google for Apple rejecting offer to buy Bing
Microsoft boss Mikhail Parakhin claims that despite offering more money than Google, the company was still turned down by Apple.
Microsoft Advertising Network for retail launches in the US
The network has been designed to help start generating retail media revenue faster.
Microsoft unveils new AI tools as it looks to ‘transform search and advertising’
The tech giant said it was embarking on a new era of generative AI as it introduced its new ad products at the Surface and Copilot event.
Microsoft Advertising launches new video ad product
'You can get started in just a few clicks, there are no long onboarding processes, no set-up fees, and it's simple to optimise.'
Microsoft Audience Ads announces new AI bid strategies and market expansion
The tech giant is now serving ads to 187 countries around the world.
Microsoft Advertising Editor expands audiences to all markets
The platform has launched new audience types and introduced in-market audiences to markets in EMEA, APAC and LATM.
Microsoft gives unverified advertisers more time
The company will now just pause ads in a few scenarios until Advertiser Identity Verification is completed.
Microsoft Search and Advertising revenue up 3% amid ad spend drop
Despite signs of growth, Microsoft said figures were a bit behind expectations due to lower advertising spending.
3 ways PPC campaign management could soon change
From match type consolidation to blended campaigns and auto-applied recommendations, here's what's potentially in store for PPC marketers.
Microsoft Logo Extension rolls out globally in open beta
Displaying a brand's logo next to an ad can help its product to stand out from the competition, establish its identity and build trust.
Microsoft’s Performance Max is now in open beta
Microsoft plans to soon bring its Performance Max product to general availability and continue to build on more features.
Kroger’s new self-service ad platform: What you need to know
The large supermarket chain is rolling out its new data-driven, one-stop-shop ad platform to all marketers in the fall.
How to get the most out of PPC for your SaaS brand
These five PPC tactics can help you cut through the noise, increase brand awareness and attract new customers in a competitive SaaS market.
How to harness DSA wins in Performance Max
Dynamic search ads appear to be phased out in favor of Performance Max campaigns. Here's what this transition might mean for advertisers.
7 PPC planning tips when entering a new geographic market
Following these suggestions can help you tailor your PPC efforts toward a region new to your brand.
Microsoft rolls out predictive targeting to all advertisers
Following a successful pilot, all advertisers can now use predictive targeting in their campaigns on the Microsoft Audience Network.
Microsoft Ads announces major policy updates that start July 1
If you work in sectors such as health and gambling, Microsoft has also announced updates that could impact you.
3 simple PPC optimizations you may have overlooked
Not every optimization needs to be a weeks-long project. Here are three simple ways to optimize your PPC accounts.
Microsoft Store Ads to appear in Bing search results
Microsoft Store Ads is also boosting advertising reach further by expanding operations globally to more than 150 regions.
Microsoft Advertising is updating its Cross-Device attribution model
The new Cross-Device attribution model will result in better tracking and connect customer journeys across devices, Microsoft said.
Microsoft will only show ads from verified advertisers starting Aug. 1
Microsoft Advertising is also launching an Ad Library where users can view ads shown on Bing that have impressions in the EU.
Microsoft Ads to launch UET Insights dashboard with new traffic data
The Universal Event Tracking Tag will update on June 29. Microsoft says the new data collection will help improve advertising performance.
Search ad conversion rates down, cost per lead up in 2023
While CPCs increased, a drop in conversion rates resulted in higher CPLs in the 23 industries analyzed in this report.
How to uncover the root cause of PPC performance changes
Here's how PPC managers can embrace root cause analysis to mitigate performance issues and get things back on track.