Microsoft Advertising Growth Solutions Bootcamp - Afternoon Session with Nick Marshallsay

1. Audience & Growth
Bootcamp
Growth solutions: get
more effective volume
Nick Marshallsay

2. Describe why brands should use growth solutions to
increase their volume when the return is positive
Implement Syndication, Broad Match/BMM & DSAs to grow
your brand’s business
Drive return on investment by extending your reach to
native advertising with Microsoft Audience Ads
Reach more people from your key remarketing and in-
market audiences
OBJECTIVES

3. Hey Microsoft, your traffic is great but how do I
get more?

4. Use growth solutions to increase your volume when
the return is positive
• Whenever ROAS is positive and you have budget you
should invest
• Growth Solutions are key to finding more volume with
Microsoft Advertising
• Many of these will allow you to grow your ROAS positive
investment at lower CPCs with lower CPA

5. Dynamic Search Ads
Nick

6. We’ll cover:
1. Why the excitement over DSAs?
2. What does the UI look like on the Microsoft Advertising platform?
3. Where do I pull reports?
4. How can I make the most out of DSAs?

7. Why the
excitement over
DSAs?

8. I have too many
products and web
pages!
How can I find new
keywords?
I don't have time to
build out every possible
ad and keyword.

9. Enter your
website
Contoso.com
www
Choose your targets
All web pages
Specific webpages
By page category
Specify ad text only!
{Dynamically generated headline}
Ad contoso.com/Travel
This sample ad demonstrates DSA
We generate the best
title + landing page
And serve the ad on
relevant search terms
Last minute travel
Find last minute travel –
Great rates in seconds
Ad contoso.com/Travel
This sample ad demonstrates DSA

10. Uncover New Business Opportunities
Untapped corners of the
market
Deeper connections
Stay on top of new queries
that come into the network
Tap into the long tail to
acquire new customers
Expose new search
trends and themes
Ever-changing world
Hard-to-predict
search landscape
Emerging new terms
Hidden keyword-
searcher relationships
Incoming queries
Beyond keywords
Invaluable data

11. DSA drives incremental volume
Apparel & Accessories Consumer ElectronicsHome & Garden
15%
Additional Impressions
21%
Additional Impressions
18%
Additional Impressions

12. Apparel & Accessories Consumer ElectronicsHome & Garden
29%
Lower CPC vs. Search
30%
Lower CPC vs. Search
9%
Lower CPC vs. Search
DSA drives greater efficiency

13. DSA & Google Import

14. Mixed mode campaigns

15. How does it work within the Microsoft
Advertising UI?
Demo

16. How can I report on
DSA?

17. Things to remember…

18. DSA Tips and Tricks

19. These are NOT best practices
Replace
Search
Campaigns
Set same
bids across
all ad groups

20. Best Practices: The Essentials
Don’t forget
Negatives!
Don’t forget
Exclusions!
Automated
Bidding
eCPC, MaxClicks, and tCPA are supported for DSA.

21. Consider page feeds
INCREASE CONVERSIONS
• Page feeds help ensure maximum page
coverage as well as enable the labeling and
targeting of specific URLs via custom labels.
• Advertisers using page feeds observed a
13% conversion increase compared with
advertisers not using page feeds.
*Microsoft internal data, June 2018.

22. And finally remember…
✓ It takes 3-6 days for auto-targets to start serving
once a DSA campaign is activated
✓ DSA is never at its very best in the first 4-6
weeks of activation – it’s a machine-based learning
tool that gets better over time!
✓ Monitor search term reports in this first 4-6 week
phase

23. Here’s a handy checklist of levers you can pull to optimize
Initial setup/best practices
❑ Campaign setup
❑ Bids and bid strategy
❑ Auto-target setup
❑ Ad group setup
❑ Targeting and bid modifiers
❑ Ad extensions
❑ Audience targeting
❑ Negative keywords and auto-
target exclusions
Increased volume
❑ Adequate budget
❑ Auto-target creation
❑ Bidding agents
❑ Maximize Clicks
❑ Enhanced CPC
❑ Bid modifiers
❑ Opt in to syndication
Improved CTR, CPA and ROAS
❑ Page feeds
❑ Targeting and bid modifiers
❑ Universal Event Tracking (UET)
setup
❑ Audience targeting
❑ Website exclusions
❑ Negative keywords
❑ Exclusion of poor-performing
auto targets

24. Feel more ready to go catch
some searches with DSAs?

25. Bringing back the love for
Syndication
Nick Marshallsay

27. What has been your experience with search partner
networks?

28. What we hear…

29. Agenda
1. Why take a closer look now?
a) Performance and ROI
b) Effective volume
c) New quality controls
2. Implementation best practices

30. Microsoft Advertising
Partner Network
Select partners, carefully vetted to
bring you quality traffic
Outlook
Microsoft Edge
Bing
Syndication
Search Partners
O&O

31. Three things to know about our partner network

32. Bing Network. Intelligent search.
THE RETURN YOU WANT

33. The partner network is benefiting many advertisers -
UK
The partner
network represents
16% of all
conversions on the
Bing Network.
1. Microsoft internal data, UK clients, all devices, Aug 2018.

34. Solid performance across all devices - UK
O&O
PARTNER
NETWORK
4.70%
1.32%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
Click-through rate
(CTR)
O&O
PARTNER
NETWORK
$0.33
$0.27
$0.00
$0.20
$0.40
Cost per click
(CPC)
O&O
PARTNER
NETWORK
$5.08
$3.32
$0.00
$3.50
$7.00
Cost per acquisition
(CPA)
1. Microsoft internal data, EMEA clients, all devices, Aug 2018.

35. Bing Network. Intelligent search.
THE AUDIENCE YOU WANT

36. The partner network is benefiting many advertisers -
UK
The partner
network represents
16% of all
conversions on the
Bing Network.
1. Microsoft internal data, UK clients, all devices, Aug 2018.

37. But what about the
spikes?

38. New volatility smoothing controls for the UK

39. Automatically pause your campaigns when impressions
spike

40. Significant volume comes from search partners - UK
VERTICAL CLICKS CONVERSIONS CLICKS CONVERSIONS
Autos 15% 14% 48% 39%
B2B Services 8% 8% 50% 29%
B2C Services 18% 9% 53% 30%
Careers & Education 14% 12% 47% 34%
Community, Social, & Charitable Groups 14% 9% 42% 23%
CPG 13% 5% 40% 8%
Entertainment 10% 6% 35% 20%
Financial Services & Insurance 22% 17% 67% 64%
Government 6% 5% 25% 9%
Health & Wellness 22% 29% 52% 58%
Real Estate 13% 8% 39% 18%
Restaurants & Food 8% 5% 15% 7%
Retail 15% 15% 39% 37%
Science, Social Science, & Others 25% 27% 61% 48%
Technology & Telecommunications 24% 32% 60% 66%
Travel & Transportation 12% 12% 36% 23%
Grand Total 15% 16% 44% 41%
1. Microsoft internal data, all devices, July 2018.

41. Significant volume comes from search partners - UK
VERTICAL CLICKS CONVERSIONS CLICKS CONVERSIONS
Autos 15% 14% 48% 39%
B2B Services 8% 8% 50% 29%
B2C Services 18% 9% 53% 30%
Careers & Education 14% 12% 47% 34%
Community, Social, & Charitable Groups 14% 9% 42% 23%
CPG 13% 5% 40% 8%
Entertainment 10% 6% 35% 20%
Financial Services & Insurance 22% 17% 67% 64%
Government 6% 5% 25% 9%
Health & Wellness 22% 29% 52% 58%
Real Estate 13% 8% 39% 18%
Restaurants & Food 8% 5% 15% 7%
Retail 15% 15% 39% 37%
Science, Social Science, & Others 25% 27% 61% 48%
Technology & Telecommunications 24% 32% 60% 66%
Travel & Transportation 12% 12% 36% 23%
Grand Total 15% 16% 44% 41%
1. Microsoft internal data, all devices, July 2018.

42. Bing Network. Intelligent search.
THE CONTROLS YOU DEMAND

43. Transparency

44. With Microsoft Advertising you have the
transparency to review performance by domain
Unlike other networks, the Bing Network provides detailed reporting on search traffic sources.
Campaign name Ad group Website URL Impressions Clicks CTR Average CPC Spend Ave.
position
Contoso Campaign Branded Contoso.com 965 36 3.73% 0.79 28.5 1
Fabrikam Campaign Non-branded Fabrikam.com 4711 117 2.48% 0.52 50.26 1
Tailspin Toys Campa Regional Tailspintoys.com 5932 88 1.48% 0.12 10.62 2
wind Traders C Website windtraders.com 898 13 1.45% 0.05 0.66 2
Wide World
Importers
Features Wideworldimporters.c
o
3719 40 1.08% 0.01 0.59 4
Adatum Campaign Competitive Adatum.com 3925 40 1.02% 0.13 5.02 2

45. And the ability to exclude underperforming sites

46. AND you can target just the syndicated sites
Which enables visibility in SA360…

47. 0%
5%
10%
15%
20%
25%
$-
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
16-Jul 23-Jul 30-Jul 6-Aug 13-Aug 20-Aug 27-Aug
Owned and operated (O&O) vs. partner network
O&O - CPA
Syndication - CPA
O&O - CVR
Syndication - CVR
This transparency enables optimization
Partner network performance improves greatly with site exclusions
CASESTUDY:TOPU.S.ADVERTISERINAUTO:
Partner network
campaign CPA level with
that of the O&O
campaign
Partner network
campaign conversion
rate (CVR) surpassed
that of the O&O
campaign

48. 1. Determine your Business Metric – CPA is preferable
2. Split out a test campaign/s
3. Either:
1. Run a Website URL report or
2. Dimensions tab>Publisher Website>Download
4. Analyse performance domains vs metric
5. Determine the underperforming ones
6. Exclude these domains
7. Repeat 2*month
8. When you have a robust exclusion list you can apply this in bulk across
your campaigns
So how do I do it TODAY?

49. Re-strategizing
Broad Match

50. What are your
experiences with
Broad?
But I still love Broad!
WHY?

51. Running a campaign is like being a parent

52. Image Sourced through Creative Commons: http://bit.ly/2p4qeqJ
Ultra protective parenting

53. Image Sourced through Creative Commons: http://bit.ly/2pO50KJ
Hands off parenting

54. Image Sourced through Creative Commons: http://bit.ly/1RVClh4
Balanced parenting

55. How do you want to run your campaigns?

56. Exact match only – no broad match at all
Of monthly Bing searches
are new queries
20% 31%
Of queries on the Bing
Network contain five or more
tokens

57. Unrestrained Broad match – Broad match with no
optimization or controls in place
Wasted budget which drags
down the overall efficiency
of your campaigns

58. Applied Broad match – Broad match carefully
managed and optimized with controls

59. How can you do that?

60. By changing match type to Broad across
all your campaigns right now.
….Joking!

61. Let's take a thoughtful, strategic approach.

62. Product Improvements
Improved language
mismatch signals
Enhanced
negative sentiment
detection
Tighter control
and restrictions on
adult queries
Vertical-specific
brand-product
improvements
5+
algorithm
changes
per month
Entity
recognition
in query/ads

63. Audience-agnostic
Broad Match campaign
Audience-agnostic
Reduce (+) anchors in BMM campaigns
In-market audiences
Target & Bid
RLSA audiences Target & Bid
Incremental conversion opportunity
Phased approach to broad match expansion

64. Say hello to Broadience
Broad Match + Audience Targeting = Broadience

65. Running your campaigns using broad match + audience targeting can help
you get better performance results than when just using “exact match”
We recommend using broad match with audience targeting as a best practice to
help you achieve performance and reach.
Opportunity: Broad match + remarketing
Remarketing
audiences
Broad
match

66. FAQs:
Ideal for
Customers who have identified valuable audiences and are looking to expand the
opportunities to engage and maximize their exposure to the audience.
Won’t it run wild?
Nope! The Audience is the control lever here, so scope and impact are limited to
specific audiences. It does not leverage the full exploratory power of BM
Pure Broad or BMM?
Pure broad. Yup.

67. Broadience Case Study: Holiday Rental Sector –
International Rental Opportunities
Pain points:
Brand awareness: Need to win market share from competitors.
Closing the deal: Long CDJ, low CVRs at first visit.
Campaign management: High volume of KWs= time-consuming.

68. Opportunities:
High volumes to help boost brand awareness.
Broad + Remarketing can reengage customers multiple times
at various points in their decision journey.
Increase search term coverage with min. effort with most
qualified set of users.
Broadience Case Study: Holiday Rental Sector –
International Rental Opportunities

69. Broadience Case Study: Holiday Rental Sector –
International Rental Opportunities
Results:
• BM conversion rate aligned with Exact and BMM.
• CPA higher than exact, but still within target.
50%
of total imp
36%
of total clicks
35%
total revenue

70. Key Takeaways from Broadience:
• If this works, add another keyword or another audience
• Even if it’s longtail, bring it into the account!
• Use the bids and audiences as control mechanisms to ensure
you remain on-target

71. Reduce Broad Match Modifiers
Broad
match
modifier

72. Broad match vs. Broad match modifier
Broad
match
modifier

73. Reducing BMM anchors
+Nicks +Shoes +Nicks Shoes
• Using broad match modifier can limit conversion volume considerably and
reduce both good and under performing segments.
• However, for clients who are sensitive to their brand terms, we recommend
using BMM on either:
• their brand terms
• their key product/service terms

74. Broad match modifier helps to fine-tune how the
Broad match is being applied

75. Take a guess:
Broad match modifiers can
block up to _____% of broad
match potential volume.

76. Broad match modifiers can block
up to 90% of broad match
potential volume.

77. Your bid is your control lever, low
bids + enhanced CPC
Mastering audience agnostic BM optimisation
Remember SOV isn’t everything
Keep up with evolving search behavior
SQRs (our SQRs) are key for negatives,
ongoing opportunities & win-backs
Confirm client goals and expectations
up front
Leverage audiences…Broadience
with RLSAs or In-Market

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

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

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

81. 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

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

83. People see them
Consumers looked at native
ads 52% more frequently
than display ads.
Viewed as content
Consumers looked at native ads
the same number of seconds as
editorial content and spent the
same amount of time viewing.
Branding
Native ads delivered a 9%
increase in brand affinity
over banner ads.
Purchase drivers
Native ads registered an 18%
higher lift in purchase intent than
banner ads.
Drive lift in purchase intent
and brand affinity.
Source: Sharethrough/IPG Media labs, (http://www.sharethrough.com/resources/in-
feed-ads-vs-banner-ads/).
Native advertising
reaches audiences
across the
consumer journey

84. Microsoft Audience Ads are
high-quality native placements
Placements are cross-device and include premium sites like MSN, Outlook.com,
Microsoft Edge and other partners, with more to come.1
Other partners include MarketWatch and NativeAds.com (U.S. only).1
1. Placements on Microsoft Edge and partner sites available in the U.S. only. More high-quality publishers and placements to follow from Microsoft and third parties.
Outlook.com Microsoft EdgeMSN

85. 53%
MALE
47%
FEMALE
Microsoft Audience Network audience – UK
22.7M total unique visitors across MSN and Outlook
14%
16%
17%
17%
27%
Source: comScore, Microsoft Audience Platform Report, August 2018, UK desktop.
MSN & Outlook: 9% of audience is age 6-14. Numbers are rounded to the nearest percentage point.

86. 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%

87. 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%

88. The customer journey
Targeting and tactical solutions for the Microsoft Audience Network
• 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)
AWARENESS
CONSIDERATION
MAINTAIN
CONVERSION
EXPAND
CURRENT
CUSTOMERS
NEW
CUSTOMERS
Note: This is a non-
exhaustive list of available
solutions. Additional features
are available for the
Microsoft Audience Network.

89. Your ideal campaign structure
Keep it simple, fill your marketing funnel
CAMPAIGN 1 | REMARKETING
CAMPAIGN 2 | IN-MARKET AUDIENCES
CAMPAIGN 3 | LINKEDIN PROFILE TARGETING
CAMPAIGN 4 | CATCHALL
Ad group 5: Catchall
TIEREDBIDS

90. Audience Network Planner
*All the pilot customers (US: open beta, UK: close beta) would be able to access Audience Network Planner through the dropdown list in Tools

91. Utilize Quality Imagery
Native is very visual

92. Check out the menu of targeting options
Available features to help narrow your audience:
1. Within the United States, Canada, United Kingdom, France, and Australia; counties within the United States; states/provinces; countries/regions; or postal codes. Not all postal codes are supported for
targeting exactly within their boundaries. If you target an unsupported postal code, it will be converted into a radius target. 2. Coordinates can be searched for in the format "[latitude], [longitude]" with
the degrees in decimal form — for example, "44.590,-104.716".
Targeting dimensions/categories Segments/subcategories
Gender • Male • Female
Age • [18-35]
• [36-45]
• [46-55]
• [56-65]
• [older than 65]
Device • PC • Mobile • Tablet
Location • All available countries/regions
• Selected cities and metro areas1
• A specified radius around a postal code, coordinates,2 landmark or area
Audience • Remarketing
• In-market Audiences
• Custom Audiences
• Customer Match
• Product Audiences
• Similar Audiences
• LinkedIn Profile Targeting
LinkedIn Profile Targeting: Company Choose from more than 80,000 companies (i.e., “Microsoft,” “Amazon”)
LinkedIn Profile Targeting: Job title Target users with a variety of job titles
LinkedIn Profile Targeting: Industry Find potential customers across multiple industries

93. Shopping Campaigns for Microsoft Audience Ads setup

94. Shopping Campaigns on MSAN: Two ways to buy simplified
Shopping Campaigns on MSAN*
UET across all pages**
Non-JS UET available (reach out to
AdSupport for implementation process)
Dynamically retargets products from
feed to serve to users based on URL
signals and Product ID in URL string
Purchased products not auto excluded from
targeting
Cannot dynamically target based on any
other actions (cart abandoners, product
searchers, etc.)
Shopping Campaigns + Product
Audiences on MSAN
Enhanced UET (updating current UET tag)
Non-JS UET available (reach out to AdSupport for
implementation process)
Dynamically retargets products from feed to users
based on five pre-determined segments:
• General Visitors
• Product Viewers
• Product Searchers
Utilizes Page Type and Product ID signals from tag
No ability to customize beyond five Product
Audience segments other than lookback window
• Cart Abandoners
• Past Buyers

95. Shopping Campaigns on MSAN: Five steps to set up
1. 2. 3.
4. 5.
Select Create New Campaign and select Sell
Products From Catalog.
Select Audience Ads option. Set Campaign Name, choose MSC store and
select All Products filter. We recommend no
product filters to maximize volume.
Set Audience Targets. Any audiences should be
layered on as “bid only” to maximize volume.
Set Daily Budget and Default Bid. We
recommend ~10% of search shopping spend as a
starting point and a minimum of $1.50 bid to
start,. Click Save and LAUNCH.
Optimization Decision Tree

96. Budgets and bids
• Use Audience Network Planner to estimate starting daily budget
for image-based campaigns.
• For feed-based campaigns, we recommend using 10% of spend
from Shopping Campaigns on search as a starting budget. These
campaigns should have a minimum starting bid of $1 or higher.
• Don’t bid aggressively everywhere. Focus on a few increased
bids and see how they perform.
• Set up a “catchall campaign” at a lower bid that’s separate from
your targeted campaigns. See the ideal campaigns structure
guide.
Tool providers
• Look into integrating with tool providers. We currently have
Kenshoo set up as a supported tool provider, and are working to
bring more providers in.
• A “dummy” keyword conversion workaround is available for
search Tool Providers and a click-conversion tracking
workaround is available for Google Ads 360 (formerly DCM).
Please work with AdSupport to test all workaround functionality
for conversion tracking.
Check in regularly with your campaigns
• Monitor performance weekly with the below in mind:
1. Make sure you have conversion and click-tracking set up, and
review it regularly.
2. Use the Bid landscape tool (for image-based ads). Ensure that
your bids are competitive enough to win volume.
3. Test multiple assets, and ensure ad copy relevancy.
4. Experiment with new audiences utilizing the Audience
Network Planner, shared library, and our full array of
audiences.
Maximize campaign performance with these helpful hints

97. Plan and prep before you set up your campaigns
❑ Decide if you want to set up more than one campaign. If you decide to go this
route, gather assets for each campaign as you move through this checklist.
❑ Assess opportunities with the Audience Network Planner.
❑ Align on the appropriate success metrics.
❑ Evaluate campaign goals based on the customer decision journey and work
toward moving down the funnel.
❑ Use Google Import to move your Google Display Network campaigns to
Microsoft Advertising.
❑ Prepare your creative assets (ad copy and images).
Learn how audience targeting can boost audience campaigns
and Shopping Campaigns
❑ Check out how audience targeting can help you reach your marketing goals
and decide which targeting features to use before you set up your campaigns.
Set up your campaigns
❑ Set up audience campaigns or feed-based Shopping Campaigns.
Maximize campaign performance
❑ Get more from your campaigns when you set your budget and bids, integrate
with Kenshoo (or use a workaround to measure conversion data) and check in
regularly with your campaigns.
Use the links in this
checklist to navigate
through this guide.
Microsoft
Audience Ads
setup checklist

98. microsoftadvertising.ai

99. Getting more volume
on Remarketing and In-
Market Audiences

100. High Five! 5
Awesome
Remarketing and
In-Market
Audience Tips

101. Assumption: You know
remarketing and in-
market already…?

102. Remarketing in paid search
YOUR AD
User Your
website
User added in
remarketing list
User
leaves
User searches
on the Microsoft
Network
Your ad
is served
USER RETURNS TO YOUR SITE

103. Predictive intelligence delivers lists of users
ready to buy
Available in UK, US and now in
pilot in DE and FR
ready to make a
purchase

104. • In normal campaigns we use highly defined keyword lists, match types and
negatives to find users with intent
• This much reduces our volume but improves our accuracy even if we lose
potential buyers along the way
• However – With Remarketing lists we have already QUALIFIED our users
• This means we can EXPAND our parameters for match and keyword back
out to capture the most potential buyers
In Search, we funnel down the complete
addressable market using keywords

105. Where is all the volume?

106. • In normal campaigns we use highly defined keyword lists, match types and
negatives to find users with intent
• This much reduces our volume but improves our accuracy even if we lose
potential buyers along the way
• However – With Remarketing lists and in-market audiences we have
already QUALIFIED our users
• This means we can EXPAND our parameters for match and keyword back
out to capture the most potential buyers
The key to audiences volume: EXPAND

107. Top Tip #1: Open up your match
types

108. Broaden match types
Targeting highly qualified traffic gives you the opportunity to
broaden your keyword list.
[sportwear] sportwear
“running shoes” Running shoes
+nike +running +shoes nike running shoes
Traditional campaigns Remarketing campaigns
Home page
Category page
Product page

109. Top Tip #2: Keyword Expansion: Load
up on new keywords

110. Widen keywords: How?
Use the recommendations tab to load up on keywords

111. Top Tip #3: Use a ‘All visitors’ Catch
All with a low bid

112. Have an all-visitors campaign and exclude your other
audiences

113. Top Tip #4: Use seasonality

114. Exploit visitor spikes on the advertiser site
Unique
Visitors
Time
What drives spikes in users?

115. Top Tip #5: Open the lookback
window to a full 180 days

116. Make your audiences membership duration a full 180
days

117. POST CLASS
RESOURCES
POST CLASS
RESOURCES

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

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

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

121. Microsoft Advertising Learning Lab
http://bit.ly/bingadsacad
For on demand online courses for creating and
managing campaigns.

122. http://bit.ly/baprofessional