Microsoft Audience Network, The Workshop Corina Chercheja

1. Microsoft Audience
Network
The Workshop
Corina Chercheja
Corina.Chercheja@microsoft.com
Microsoft Advertising. Intelligent connections.

2. Objectives
• Articulate and why your brand/s should be using
Microsoft Audience Ads
• Create, manage and optimise Audience Ads
campaigns
• Feel prepared to launch audience ads campaigns
from positioning, to creative and budget
considerations.

3. The Microsoft Audience Network
What is Unique and How We Differentiate

4. Meet the
Microsoft Audience Network
An audience first, native advertising
solution powered by the Microsoft
Graph and artificial intelligence (AI).

5. Outlook.com
Microsoft Edge
MSN
Reach 22.7M unique visitors across MSN and Outlook.com1 with the
targeting power of the Microsoft Graph
Source: comScore, Microsoft Audience Platform Report, August 2018, UK desktop. MSN and Outlook.com: 9% of audience is age 6-14. Numbers are rounded to the nearest percentage point.

6. Reach a high-quality audience when your ads show in Outlook
1.4M
Unique audience
Not reached on
GOOGLE
11.1M
Unique audience
Not reached on
FACEBOOK
18.5M
Unique audience
Not reached on
TWITTER
16.8M
Unique audience
Not reached on
GEMINI
Reach users not reached on other networks — UK
The Microsoft Audience Network brings a unique audience, including:
Source: comScore, Microsoft Audience Platform Report, August 2018, U.S. desktop. Google is Google Display Network and Facebook is Facebook + Messenger. Total comp set is all competitors.

7. We bring you more connections.
1. April through June 2018; Exposed vs. Control lifts for both clickthrough rate and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Microsoft
Audience
Network
Microsoft
Search
Network
We reach over
half a billion
people worldwide1

8. People
Knowledge
Work
Knowledge
Powered by the Microsoft Graph
World
KnowledgeDevices People Activities

9. Powered by the Microsoft Graph
Disney World
Parent
Fashion
Female
30’s
NYC
Microsoft
Technology
Sales/Marketing

10. To put the right message in front of the right user

11. User intent targeting User profile targeting Location and device
Remarketing Product
Audiences
In-market
Audiences
Custom
Audiences
LinkedIn
Profile
Targeting
(company,
industry,
job
function)*
Age and
gender
targeting
Location
targeting
Device
targeting
With a smarter way to target your ideal customer
These are your targeting options. Choose one or multiple dimensions to target:
*Three LinkedIn profile dimensions available at pilot kickoff: company, industry and job function, with more to follow.

12. Search campaigns
extended to native
Microsoft Audience Network
Powered by the Microsoft Graph
Audience campaigns
Microsoft Audience Ads
Feed-based ads1Image-based ads
1. Feed-based Hotel Ads coming later this year, currently only Shopping Feed Based Ads available. 2. High Quality 3P currently only available on Search Extended Native
MSN - Outlook.com - Microsoft Edge - Partners2

13. The Microsoft Audience Network
How it Works

14. MSAN: Which campaign strategy should I use?
Search Campaigns
extended to native
Audience Campaigns
• Control
• Increase high quality
clicks with separate
budgets and granular
optimization levers
• Audiences Only
• Convenience
• Increase high quality
clicks with minimal
effort
• KWs + Audiences
&OR

15. Search Campaigns
Extended Into Native Audience Campaigns
MSAN: What does this look like?

16. MSAN Search Campaigns Extended to Native
Keyword + Audience Targeting, powered by the Microsoft Graph
Opt into native and increase likelihood to show via positive bid boosting
Add images (1200x628 & 1200x1200) through image extensions, ad copy pulled from text ads
Stock image annotations will be automatically appended if there are no image extensions live
MSN, Edge, Outlook, & select partners such as MarketWatch & NativeAds.com

17. MSAN Separate Audience Campaigns
Audiences ONLY no keywords, powered by the Microsoft Graph
More audiences available, & first to pilot new dimensions (ie, similar audiences and target + bid for full suite)
Only one image needed (1200x628), full UI previews with ad copy/placement customization
Separate budget
KPI estimator and bid landscape tool functionalities
Performance reporting

18. Placements are currently on premium O&O inventory like
MSN, Outlook, Microsoft Edge…with more to come*
*Search workflow is currently live on high quality syndication partners in addition to O&O.
Feed based ads
Imaged-based ads, via
image extensions or direct
upload of image and ad copy
Text only
Outlook ad

19. The Microsoft Audience Network
Smart Solutions for Your Customer’s Journey

20. The customer journey
Targeting and tactical solutions across Microsoft Advertising’s networks
AWARENESS
CONSIDERATION
REENGAGE
CONVERSION
EXPAND
• Dynamic Search Ads, broad
match and search partners
• Similar Audiences to prospect
• Exact match and phrase match
• Remarketing to convert
• In-market Audiences
• Similar Audiences
• Sponsored Products
• Branded keywords
• Shopping Campaigns
• Remarketing to convert
• Sponsored Products
• Remarketing to enforce
• Shopping upsells and add-ons
• Similar Audiences
• Product Audiences
(dynamic remarketing)
• Broad audience reach on the
Microsoft Audience Network
• Similar Audiences to prospect
• In-market Audiences
• LinkedIn Profile Targeting
• Shopping feeds
• Custom Audiences
• Shopping Campaigns
• Remarketing to convert
• Product Audiences (dynamic remarketing)
• Remarketing to enforce
• Shopping upsells and add-ons
• Custom Audiences
• Product Audiences
(dynamic remarketing)
• Similar Audiences
• Product Audiences
(dynamic remarketing)
CURRENT
CUSTOMERS
NEW
CUSTOMERS
Microsoft
Search
Network
solutions
Microsoft
Audience
Network
solutions
Note: This is a non-
exhaustive list of
available solutions.
Many additional
features are available
for both the Microsoft
Search Network and
Microsoft Audience
Network.

21. Solutions for Success –
Retail and Holiday

22. Shopping + Product Audiences
Microsoft Audience Network
17%
CVR
Ads shown to Product Audiences saw up to a 17%
greater conversion rate (CVR) than the same ads
shown to non-audience targeted users for the same
shopping campaigns.
Source: Microsoft internal data, early pilot data on Bing US PC & tablet, April 2019.
7%
CPA
Ads shown to Product Audiences saw up to a 7%
lower cost per acquisition (CPA) than the same ads
shown to non-audience targeted users for the same
shopping campaigns.

23. Overstock seals more deals
with Microsoft Audience Ads
576%
Click volume up (weekly).1
1,247%
weekly revenue increase
with Microsoft Audience Ads
from Bing Ads.1
33%
quarterly return on ad spend
(ROAS) increase.1
1. Overstock internal data, 2018.

24. Solutions for Success –
Tentpole and Evergreen

25. “From what I've seen, almost every
single conversion we've gotten from
the Microsoft Audience Network has
converted into a lead, which is amazing.”
Alan Barish | Senior Online Marketing Analyst | BuyerZone
20%
profit increase
on top of
traditional search1
75-80%
decrease in CPCs1
BuyerZone and
Microsoft Advertising
Connecting buyers
and sellers
1. BuyerZone internal data, 2018.

26. Search Lift Analysis- better results
1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Lift in searches
post-exposure1
Lift in clicks
post-exposure1
Microsoft
Audience
Network
Microsoft
Search
Network
+37%
+47%

27. Search Lift Analysis by Vertical
1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Lift in searches
post-exposure1
Lift in clicks
post-exposure1
+67%
+90%
+20%
+25%
+43%
+74%
+37%
+15%

28. Live Demos
Image Extension Upload Create Audience Campaign
Create Shopping Campaign
on MSAN

29. Half way quiz!

30. BREAK!

31. Best Practices &
Tips for Success
Marina Arnaout

32. 188M
Equally split between gender
50% male / 50% female
Visitors are affluent
46% make more than $75K
per year, 32% more than $100K
per year
Large asset holdings
50% own a home
37M
Educated
25% have a post-graduate
degree
Family values
50% are married and
44% have children
Equally split between gender
51% male / 49% female
High Value Audience Reach You Can Trust
“My brand is a precious asset — I can’t have my ads showing next to shady content and tragic
current events.”
With Microsoft Audience Ads, you can
reach hundreds of millions of
people through premium sites that
are brand-safe, including MSN,
Outlook.com, Microsoft Edge and
other partners, with more to come.1
1. comScore Media Metrix Multi-Platform, December 2017, U.S. Desktop and mobile combined.
Outlook.com

34. The customer journey on Microsoft Audience Network
Targeting and tactical solutions for the Microsoft Audience Network
• Broad audience reach on the Microsoft Audience Network
• In-market Audiences
• LinkedIn Profile Targeting
• Shopping Feeds
• Shopping Campaigns
• Remarketing to convert
• Product Audiences (dynamic remarketing)
• Remarketing to enforce
• Shopping upsells and add-ons
• Product Audiences (dynamic remarketing)
• Similar Audiences (coming soon)
• Product Audiences (dynamic remarketing)
AWARENESS
CONSIDERATION
MAINTAIN
CONVERSION
EXPAND
CURRENT
CUSTOMERS
NEW
CUSTOMERS

35. Campaign Set-Up For Success

36. Ensure Audience Success
Relevant audiences and matching ad copy

37. Utilize Quality Imagery
Native is very visual

38. Align on the appropriate success metrics
Native is not search

39. Agenda
09:30
10:00
10:10
10:45
11:05
11:20
11:35
11:50
12:30
Preparing for MSAN - Forecasting and creative
Depart / Lunch / Arrive for Automation Bootcamp
Bringing it all together – Nick 30

40. Preparing for the
Audience Network
Jonny Dunkley

41. Microsoft Audience Network Setup Checklist
Everything you need to plan and get started
✓
Targeting Budgets Bids
✓
Creative
✓ UET
Tracking

42. ✓
Targeting Budgets Bids
✓
Creative
✓ UET
Tracking
Microsoft Audience Network Setup Checklist
Forecasting & Benchmarking

43. Forecasting & Benchmarking with Audience Planner
Get a better understanding of your audience while planning your campaigns for the Audience Network.

44. Audience Network Planner capabilities
 The Audience Network
Planner works by
providing insight from
the following categories:
• Audience targeting
• Reach estimation
• Audience composition
• Campaign performance
estimation
• Campaign creation

45. Getting started with Audience Network Planner
 First, access your
Microsoft Advertising
online account.
You’ll then find Audience
Network Planner
through the dropdown list
under Tools.

46. Select your Audience Targeting
 Select the audience
segment you would like to
target, including:
• Location
• Age
• Gender
• Audience
• Company
• Industry
• Job function

47. Reach Estimation
 Get an idea of the
possible monthly reach/
audience size and
monthly impressions
based on audience
targeting.*
* Reach estimations represent all audience and impressions you could possibly reach monthly through
Microsoft Audience Ads for both search campaigns and audience campaigns.

48. Audience Composition
 Deep dive on the
audience breakdown by:
• Demographic
• Age/Gender
• Location (top 5)
• Targeted
• State/Province
• DMA/metro area
• City
• Interest (top 20)
• In-market audience
• Device
Selected audience: These figures show the composition of the audience you are
targeting, based on your settings in the left panel.
All audience: These figures show the composition of all of the audiences that
make up the Microsoft Audience Network.
When targeting by age or gender, please note that a large portion of users have an unknown age or gender.
Be sure to include unknown age and unknown gender in your targeting, reporting and bidding.

49. Campaign performance estimation
 Understand the estimated
campaign performance*
with metrics below:
• Audience size
• Impressions
• Clicks
• CTR
• Average CPC
• Spend
*Estimated performance metrics will be auto-refreshed based on your audience targeting with
suggested bid, which could help you win more auctions, though you’re still able to input
custom budgets and bid manually to get updated metrics. Performance metrics are calculated
based on account information, audience targeting, and budget and bid for audience
campaign.

50. ✓
Targeting Budgets Bids
✓
Creative
✓ UET
Tracking
Microsoft Audience Network Setup Checklist
Ad-copy

51. Microsoft Audience Network Creative specifications
Audience Ads require images, text copy and a URL

52. Microsoft Audience Network Creative specifications
Audience Ads require images, text copy and a URL

53. Microsoft Audience Network Creative specifications
Audience Ads require images, text copy and a URL

54. Microsoft Audience Network Creative specifications
Audience Ads require images, text copy and a URL

55. Images best practice
Choose the best images for your ads
• Upload high-quality images to make your ad stand out.
• Pick lifestyle photos that your target audience can relate to
– don’t use a graphic of your logo or a picture of your
product. The more generic the image is, the better.
• Retailers – use lifestyle images (as opposed to product)
so it appears more organic to the reader
• Remember, text overlays aren’t allowed.
• Choose images that align with your brand.

56. Images best practice
Use multiple images – the more the merrier
• The more images and the more ad variations, the better!
• Rotate regularly – play with your images and ad copy to
keep your ads fresh and see if one performs better than the
other.
• Remember, your ad (including the image) should match
your audience – don’t just use one asset for everything.

57. Repurpose Ad-copy from display and native campaigns

58. Repurpose Ad-copy from display and native campaigns
 Images are recommended
to have little or no text
 Images can be cropped or
used with headline
overlays
 Image assets used for
MSAN share the same
dimensions as Google
Display Network,
Facebook Audience
Network and Yahoo
Gemini.

59. Use the client website as a great source of images
 Using the site
search function
(site:) on Bing.com
and the image tab
shows you all the
images on site

60. There’s no need for Creative through Shopping
Shopping campaigns for Audience Network
• Shopping campaigns utilize your existing feed from
your Microsoft Merchant Centre so require no
additional image or test creative

61. ✓
Targeting Budgets Bids
✓
Creative
✓ UET
Tracking
Microsoft Audience Network Setup Checklist
UET

62. Utilise the Universal Event Tracking (UET) to report on
Performance
Check that your current Universal Event Tracking
(UET) tag is set up and working as expected.
• Check to see if you’re using the JavaScript UET
tag. Otherwise, migrate to the JavaScript tag
before continuing with the setup.
• Setup conversion goals within the UI to track
sales. Customisation is required to report on
revenue
• Use UET Tag Helper to validate the setup and
verify all data is captured and sent back through
UET.
 <script>
 window.uetq = window.uetq ||
[];
 window.uetq.push('event', '',
{ 'ecomm_prodid’:
‘REPLACE_WITH_PRODUCT_ID',
'ecomm_pagetype':
'REPLACE_WITH_ PAGE_TYPE'});”
 </script>

63. Update your UET tag for Dynamic Remarking (through
product Audiences)
Add page type and product ID to your UET tags
• You need to add two specific custom parameters
(page type and product ID)
to the basic UET tag to ensure that the data
required for Product Audiences is collected
Product Audience code (recommended)
For reference: Product Audience
using custom event syntax
For one product For multiple products
Only for customers currently using the previous syntax
(otherwise, use the code to the left)
<script>
window.uetq = window.uetq || [];
window.uetq.push('event', '', { 'ecomm_prodid’:
‘REPLACE_WITH_PRODUCT_ID', 'ecomm_pagetype':
'REPLACE_WITH_ PAGE_TYPE'});”
</script>
<script>
window.uetq = window.uetq || [];
window.uetq.push('event', '', { 'ecomm_prodid’:
['REPLACE_WITH_PRODUCT_ID1',
'REPLACE_WITH_PRODUCT_ID2’], 'ecomm_pagetype':
'REPLACE_WITH_ PAGE_TYPE'});”
</script>
<script>
window.uetq = window.uetq || [];
window.uetq.push({ 'prodid': ' REPLACE_WITH_
PRODUCT_ID', 'pagetype': ' REPLACE_WITH_
PAGE_TYPE'});
</script>

64. Preparing for Microsoft Audience Network Success
Top tips to ensure you plan and execute the best Audience campaigns
Targeting,
Budgets, Bids
• Ask your Account Team for
support!

65. Bringing it all
together

66. MSAN; differentiators
Graph-
Microsoft has been
invested in machine learning
and
Robust signals, bringing you
the
Unique
not
offered anywhere else (UET,
LinkedIn, and In-Market
Audiences).
We handle MSFT data best,
other partners do not
have access to Graph,
only cookie matching
capabilities.
We thrive on our privacy
principals and these
shape the way we build
our products and services.
We don’t share data from
our platform, keeping
users’ data secure. Data in
no data out!

67. Microsoft Audience Ads Campaign Planner
Storyboard Example AdBrand:
Campaign Objectives:
Ad
• Use the box below to ‘storyboard’ an example ad
• Sketch in a representation of an image
• Employ a clear Call To Action
• Add a 90 character Long Heading
• Add your 12 character business name
AWARENESS
CONSIDERATION
MAINTAIN
CONVERSION
EXPAND
❑ Extend existing search campaigns?
❑ Separate audience ads Budget secured?
❑ Existing search remarketing lists identified?
❑ Any audience exclusions identified?
❑ Images sourced?
❑ Campaign metrics confirmed?
❑ In-market Audiences
❑ LinkedIn Profile Targeting
❑ Shopping Feeds
❑ Broad Reach
❑ Shopping
❑ Remarketing
❑ Product Ads
❑ Shopping
❑ Remarketing
❑ Product Ads
❑ Remarketing
❑ Product Audiences
Additional Audience strategy detail:

68. Agenda
09:30
10:00
10:10
10:45
11:05
11:20
11:35
11:50
12:30
Preparing for MSAN - Forecasting and creative
Depart / Lunch / Arrive for Automation Bootcamp
Bringing it all together – Nick 30

69. POST CLASS
RESOURCES
POST CLASS
RESOURCES and
FINAL QUIZ

70. “Great training, but where do
I go for help after today?”
Help! Help!

71. Microsoft Advertising Help
http://bit.ly/bingadshelp
For videos, real-world examples, & how-to articles
when you need them.

72. In UI help
When in the UI click on the symbol or ‘gear’
symbol in the UI to instantly access contextual help.

73. Bing Ads Academy
http://bit.ly/bingadsacad
Go to Bing Ads Academy for on demand online
courses for creating and managing campaigns.

74. Advance your career by becoming a Bing
Ads Accredited Professional.
http://bit.ly/baprofessional

75. Totally awesome! Happy/EngagedBored Dissatisfied
Let us know what you think.