Slide 1

Slide 1 text

WHAT’S HAPPENING WITH YOUR MICROSOFT ADVERTISING’S SEARCH CAMPAIGNS? SOPHIE LOGAN

Slide 2

Slide 2 text

10 YEARS AGO I STARTED WORKING IN PPC.

Slide 3

Slide 3 text

6 YEARS AGO I BROUGHT MY BEST FRIEND HOME.

Slide 4

Slide 4 text

AND 1 YEAR, 1 MONTH AND 18 DAYS AGO, I WAS FLABBERGASTED AT THIS MSFT BLOG POST…

Slide 5

Slide 5 text

“...MICROSOFT ADVERTISING WILL FULLY OPTIMIZE YOUR CAMPAIGNS ACROSS CHANNEL.” MICROSOFT ADVERTISING BLOG - 2ND FEBRUARY 2023

Slide 6

Slide 6 text

REACH YOUR TARGET AUDIENCE WITH TEXT, IMAGE OR VIDEO ADS, AS THEY EXPLORE THE INTERNET AND MICROSOFT OWNED PROPERTIES.

Slide 7

Slide 7 text

Image Ad Text Ad Product Ad AUDIENCE ADS EXAMPLES

Slide 8

Slide 8 text

REACH YOUR TARGET AUDIENCE WITH TEXT, IMAGE OR VIDEO ADS, AS THEY EXPLORE THE INTERNET AND MICROSOFT OWNER PROPERTIES.

Slide 9

Slide 9 text

No content

Slide 10

Slide 10 text

COMPARED TO SOMEONE WHO HAD ONLY SEEN A SEARCH AD, SOMEONE WHO HAD SEEN AN AD ON BOTH NETWORKS WAS…

Slide 11

Slide 11 text

2.6X MORE LIKELY TO VISIT THE BRANDS WEBSITE.

Slide 12

Slide 12 text

6.6X MORE LIKELY TO GO ON TO CONVERT.

Slide 13

Slide 13 text

SAW 14% HIGHER CONVERSION RATES AT A 21% LOWER CPA.

Slide 14

Slide 14 text

“THE MAJOR TAKEAWAY HERE IS THAT SEARCH AND AUDIENCE SHOULD WORK TOGETHER AND NOT IN SILOES.” MICROSOFT ADVERTISING BLOG - 2ND FEBRUARY 2023

Slide 15

Slide 15 text

HOW HAS THIS IMPACTED US?

Slide 16

Slide 16 text

No content

Slide 17

Slide 17 text

“...not investing any budget into the platform atm.” “The audience network spend keeps increasing, even though there’s no performance to match it.” “We’ve been shifting clients away from Microsoft as performance has just tanked this year.”

Slide 18

Slide 18 text

B2B SAAS BRAND WERE RUNNING A AUDIENCE CAMPAIGN SINCE NOVEMBER 2022 DATE RANGE: 22/02/23 - 22/10/23

Slide 19

Slide 19 text

26.81% OF THE ACCOUNTS ENTIRE BUDGET WENT ON TO THE AUDIENCE NETWORK EXPANSION.

Slide 20

Slide 20 text

CTR FOR ADS THROUGH AUDIENCE NETWORK EXPANSION WAS 0.14%, WHILST CTR FOR ADS THROUGH THE AUDIENCE CAMPAIGN WAS 0.49%.

Slide 21

Slide 21 text

CPC FOR AUDIENCE NETWORK EXPANSION WAS $2.49, WHILST CPC FOR THE AUDIENCE CAMPAIGN WAS $0.23.

Slide 22

Slide 22 text

ZERO CONVERSIONS.

Slide 23

Slide 23 text

ALL IS NOT LOST!

Slide 24

Slide 24 text

1. OPTIMISE YOUR SEARCH CAMPAIGNS FOR AUDIENCE NETWORK EXPANSION 2. OPT OUT OF AUDIENCE EXPANSION (YES THIS CAN ACTUALLY BE DONE) 3. OPT OUT OF AUDIENCE NETWORK EXPANSION AND RUN AUDIENCE CAMPAIGNS

Slide 25

Slide 25 text

1. OPTIMISE YOUR SEARCH CAMPAIGNS FOR AUDIENCE NETWORK EXPANSION

Slide 26

Slide 26 text

IDEAL FOR: THOSE HAPPY WITH AUDIENCE NETWORK EXPANSION BUT WANT TO HELP THIS EXPANSION BE MORE EFFECTIVE

Slide 27

Slide 27 text

FEED THE MACHINE WITH THE INFORMATION IT NEEDS TO MAKE BETTER DECISIONS & OPTIMISE ADS SO THAT THEY CAN PERFORM BETTER IN SEARCH RESULTS AND AUDIENCE ADS ACROSS THE INTERNET

Slide 28

Slide 28 text

ADD IMAGE EXTENSIONS: - Great for Search results - Adds a visual element for when your Search ads are turned into Audience Ads

Slide 29

Slide 29 text

ADD IMAGE EXTENSIONS

Slide 30

Slide 30 text

ADD IMAGE EXTENSIONS

Slide 31

Slide 31 text

DOUBLE CHECK CONVERSION TRACKING - Time for an audit! - Make sure the system knows what it is that you want it to achieve

Slide 32

Slide 32 text

USE AN AUTOMATED BID STRATEGY - Review your existing settings - Educate the platform on what you want by pulling as many levers as possible

Slide 33

Slide 33 text

EXCLUDE POOR PERFORMING PLACEMENTS - Review your ‘Website URL’ Report Reports - Default Reports - Performance - Website URL (Publisher)

Slide 34

Slide 34 text

EXCLUDE POOR PERFORMING PLACEMENTS - Review your ‘Website URL’ Report Reports - Default Reports - Performance - Website URL (Publisher)

Slide 35

Slide 35 text

No content

Slide 36

Slide 36 text

ADD IMAGE EXTENSIONS USE CONVERSION TRACKING USE AUTOMATED BID STRATEGIES EXCLUDE POOR PERFORMING URLS

Slide 37

Slide 37 text

2. OPT OUT OF AUDIENCE NETWORK EXPANSION COMPLETELY

Slide 38

Slide 38 text

YES THIS CAN BE DONE! (Although you won’t find much in terms of documentation on this process…)

Slide 39

Slide 39 text

IDEAL FOR: THOSE WHO DON’T WANT TO HAVE ANY PART IN THE AUDIENCE NETWORK EXPANSION

Slide 40

Slide 40 text

ELIMINATE AUDIENCE NETWORK EXPANSION

Slide 41

Slide 41 text

X

Slide 42

Slide 42 text

“HOW CAN I OPT OUT OF AUDIENCE NETWORK EXPANSION WHEN THESE CHANGES ARE IMPLEMENTED ON 21ST FEBRUARY?”

Slide 43

Slide 43 text

USE PLACEMENT EXCLUSIONS.

Slide 44

Slide 44 text

ADD A -100% BID ADJUSTMENT.

Slide 45

Slide 45 text

IT’S NOT POSSIBLE.

Slide 46

Slide 46 text

No content

Slide 47

Slide 47 text

No content

Slide 48

Slide 48 text

WHY IT’S GOOD AND WHAT THE STUDIES SHOWED HOW TO OPTIMISE SEARCH CAMPAIGNS FOR AUDIENCE NETWORK EXPANSION HOW TO EXCLUDE SPECIFIC PLACEMENTS

Slide 49

Slide 49 text

“I UNDERSTAND BUT STILL WANT OUT.” “I HAVE TRIED TO OPTIMISE TO HELP IMPROVE EFFICIENCY.” “I WANT A COMPLETE OPT OUT, NOT INDIVIDUAL PLACEMENT EXCLUSIONS.”

Slide 50

Slide 50 text

X

Slide 51

Slide 51 text

SPEAK TO YOUR ACCOUNT REPRESENTATIVE CONTACT CUSTOMER SUPPORT - IDEALLY THROUGH LIVE CHAT KEEP TRYING

Slide 52

Slide 52 text

3. OPT OUT OF AUDIENCE NETWORK EXPANSION AND RUN AUDIENCE CAMPAIGNS

Slide 53

Slide 53 text

IDEAL FOR: THOSE WHO WANT TO KEEP THEIR SEARCH AND AUDIENCE NETWORK ACTIVITIES SEPARATE.

Slide 54

Slide 54 text

MAKE SURE THEIR SEARCH CAMPAIGNS ONLY APPEAR IN SEARCH RESULTS & MAKE THE MOST OF THE AUDIENCE NETWORK OPPORTUNITY (REACH OUTSIDE OF SEARCH RESULTS & CHEAP CLICKS)

Slide 55

Slide 55 text

STEP 1 - OPT OUT OF THE AUDIENCE NETWORK EXPANSION.

Slide 56

Slide 56 text

STEP 2 - CREATE A AUDIENCE CAMPAIGN.

Slide 57

Slide 57 text

MULTIMEDIA AD = RESPONSIVE DISPLAY AD.

Slide 58

Slide 58 text

DON’T RUSH YOUR AD CREATION.

Slide 59

Slide 59 text

No content

Slide 60

Slide 60 text

UTILISE THE TARGETING OPTIONS

Slide 61

Slide 61 text

LOCATION, AGE AND GENDER AUDIENCES (REMARKETING, CUSTOMER MATCH, SIMILAR AUDIENCES…) LINKEDIN PROFILE TARGETING (COMPANY, INDUSTRY & JOB FUNCTION) YOU CAN ALSO ADD EXCLUSIONS

Slide 62

Slide 62 text

START SMALL - 5%.

Slide 63

Slide 63 text

OPT OUT OF AUDIENCE EXPANSION CREATE A AUDIENCE CAMPAIGN: - Multimedia ad = RDA - Use asset options thoroughly - Utilise targeting options - Start with a smaller budget

Slide 64

Slide 64 text

SUMMARY

Slide 65

Slide 65 text

YOUR 3 OPTIONS OPTIMISE YOUR SEARCH CAMPAIGNS. Prepare your Search campaigns for Audience Network expansion, to give them the best chance of positive performance. 01

Slide 66

Slide 66 text

YOUR 3 OPTIONS OPTIMISE YOUR SEARCH CAMPAIGNS. Prepare your Search campaigns for Audience Network expansion, to give them the best chance of positive performance. 01 OPT OUT COMPLETELY. Stop your Search campaigns from showing on the Audience Network by requesting a complete opt out via customer support. 02

Slide 67

Slide 67 text

YOUR 3 OPTIONS OPTIMISE YOUR SEARCH CAMPAIGNS, Prepare your Search campaigns for Audience Network expansion, to give them the best chance of positive performance. 01 OPT OUT COMPLETELY. Stop your Search campaigns from showing on the Audience Network by requesting a complete opt out via customer support. 02 OPT OUT & RUN AUDIENCE ADS CAMPAIGNS. Get the best of both worlds by having separate Search and Audience campaigns running at the same time. 03

Slide 68

Slide 68 text

LI: /SOPHIELOGAN X: @MARKETINGSOPH