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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More details on Microsoft Audience Network: Workflows, ad formats & how to target with LinkedIn data
How it works and what makes MSAN different from other ad networks
Bing is latest to ban cryptocurrency ads
The updated financial product and services policy will take effect in June.
Shopping ads are eating text ads: Accounted for 60% of clicks on Google, 33% on Bing in Q1
Merkle's Q1 2018 report shows Shopping campaigns dominate retailers' paid search click volume.
Intent-based keyword research: Let Google be your guide
Contributor Jacob Baadsgaard takes a look at why intent is an important part of keyword research and explains how to use Google to guide your SEM and SEO keyword strategies so you're not losing time or money.
How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns.
So many paid search campaigns, so little time. Here’s how to stay ahead of it all.
Saving time and money are top priorities for most search marketers, Contributor Christi Olson has five tips plus a bonus to help save time and money when optimizing search campaigns.
Bing Shopping ads updates include multiple images, product status reporting & more
Multiple images will start appearing in Bing Product Ads by the end of April for advertisers that have added the image URLs to their feeds.
Bing Ads launches price extensions
Price extensions are available in the US and rolling out to international markets this month.
Four ways to remain productive when the AdWords interface changes
The new AdWords interface is creating quite a stir in the PPC industry because, while it’s pretty, it’s disrupting the work of lots of PPC professionals. Like Mona Elesseily says, “this is a workhorse for many of us, not a viewing platform.” Fortunately, advertisers who use third party tools like Optmyzr have a chance to […]
Bing Ads brand CPC taking the elevator — up
Looking for options to hold down brand CPC on Bing Ads? Contributor Andy Taylor shares strategies for those programs observing significant increases.
Bing Ads Editor getting support for account level ad extensions
Initial support is limited to callout extensions.
Bing begins removing sidebar text ads on desktop
Starting in the US, text ads will show only in the mainline at the top and bottom of search results pages.
30 questions to ask that so-called PPC ‘expert’ before hiring him/her
Just say no to the expert if he/she can't answer the following 30 PPC, content and remarketing questions, says contributor John Lincoln.
Bing Ads launches ‘fan’ community program for its most dedicated advertisers
Starting today, users can apply to join the new advisory program.
Invest in a killer PPC campaign by using these smart budget strategies
Contributor Jeff Baum discusses how allocating funds and developing smart budgets brings focus to your PPC campaigns and helps make them a success.
Labels now available in Bing Ads Editor for Dynamic Search Ads
New feature allows advertisers to organize DSAs in a personalized way.
4 ways to get more out of Bing Ads
Sometimes Bing Ads is the forgotten stepchild of PPC. The reasons probably trace back to when Bing Ads was very hard to manage and provided very little opportunity for the effort invested, but times have changed. With now more market share and easier tools to manage them, Bing Ads can be a lucrative opportunity for […]
Bing Ads rolls out multiuser access with single sign-on
Multiple account management continues to become easier and more streamlined.
Bing Ads has a conversion tracking fix for Apple’s Intelligent Tracking Prevention
Advertisers must enable auto-tagging of the Microsoft Click ID in their accounts to get consistent ad conversion tracking from Safari.
Bing Ads’ new Audience Segmentation feature makes list performance comparisons a breeze
Advertisers can quickly see performance by audience and benchmark against non-targeted users.
Merkle Q4 2017: Search ad click growth fell, ad spend rose 23% across Google, Bing, Yahoo
Bing and Yahoo saw search ad spend jump 32 percent over prior year in Q4 among Merkle's client base. Google spend growth slowed slightly from Q3.
Insights from our 2017 holiday retail survey
Retail marketers weighed in on what they did differently this holiday season.
Marin: Search CPCs outpaced spend growth in Q4 2017
Mobile search click costs increased by 25 percent year over year, according to Marin Software's Q4 2017 reporting.
Bing Hotel Ads moving out of beta to general release with Koddi
The release opens up another paid channel for hotel marketing.
Search marketing to enjoy ‘late-stage renaissance,’ according to analyst firm
Privacy, brand safety and other factors will make paid search even more attractive to marketers going forward, according to Forrester Research.
5 (less obvious) PPC trends to watch in 2018
Here are several trends that will affect nearly every search marketer in the year ahead.
PPC 2017: Epic review of the biggest trends & updates in paid search
This year, artificial intelligence and machine learning underpinned nearly every paid search update.
Bing Ads now supports call conversion imports
Call-tracking system integrations enable advertisers to attribute and optimize campaigns based on call performance.
Oracle DMP adds integration with Bing Ads custom audiences
This marks the second integration for the audience targeting pilot.
How to steal the competition’s best keywords: A 3-step guide
Why invest so much into keyword research when your competitors have already done the work? Columnist Jacob Baadsgaard explains how to use competitive research to inform your paid search keyword strategy.
5 surprising paid-search insights to help you win the holidays
The holiday season is crucial to many paid search advertisers, so how can you make the most of it? Columnist Christi Olson shares some insights and tips to improve your paid search performance.
Bing Ads now shows exact match impression share
The new data offers deeper insights into how ads are performing on exact match queries.
7 tips to ramp up your holiday advertising
Search marketers, are you ready for the holiday shopping season? Columnist Mona Elesseily shares tips for getting the most out of your holiday paid search ads.
Creating a B2B and B2C overlap strategy
How should you structure paid search accounts when your targets include both businesses and consumers? Columnist Justin Freid discusses how to develop an 'overlap strategy.'
Bing expands Shopping Campaigns to Canada & India
Bing continues its global build-out of Shopping Campaigns.
Microsoft search revenue grew 15% last quarter, after hovering around 10% previous 4 quarters
LinkedIn sessions increased again by more than 20 percent.
The nitty-gritty paid search account health check: Part 2
In Part 2 of her two-part series, columnist Amy Bishop continues sharing tips that will help you uncover optimization opportunities within your PPC accounts.
New campaigns Overview tab rolling out in Bing Ads accounts
Offering a high-level, customizable view of advertiser accounts
Bing Ads launches Multi-Linking for multiple-account management
Users can now link and unlink accounts within the platform more easily.
Bing Ads launches automated bid strategy to ‘Maximize Clicks’
Bing Ads can now automatically manage keyword bids in an effort to generate the most clicks possible within a given budget.