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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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.
How to improve PPC campaign performance: A checklist
Make 2024 your best year in PPC advertising. Use these 13 PPC features and elements to optimize your campaigns for peak performance.
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.
Microsoft Advertising professional service ads go global, broad match modifier changes rolling out and more
All broad match modifier keywords for search ads will now serve as broad match keywords instead of phrase match, Microsoft announced.
How to keep up with macro trends that impact PPC performance
Understanding macro trends is crucial for making informed decisions in PPC. Here are tips for setting up the right monitoring processes.
What is quality score and how to use it in PPC
Learn the three factors used to calculate quality score in Google Ads and how they impact overall campaign and account success.
Microsoft Doctor and Clinic ads are now in open beta
Interested advertisers or healthcare professionals can join the open beta by contacting their Microsoft rep.
5 tips for capturing more enterprise-level leads with B2B search
Learn how your PPC campaigns can reach more B2B enterprise customers with the right content, tracking and measurement tactics.
3 ways to stay on top of PPC performance
A holistic monitoring plan is key to paid search success. Stay ahead with automated reports, custom dashboards and performance alerts.
Microsoft Ads in 2023: Key areas to leverage, test and optimize
As Microsoft aims to compete more aggressively in the ad space, here are compelling opportunities you can seize to stay ahead of the PPC game.
Microsoft, LinkedIn ad spend fell FY23Q2
CEO mum about ChatGPT/Bing integration.