Success Strategies for Microsoft Ads, LinkedIn Ads, and Pinterest Ads Many advertisers will put a majority of their efforts into Google Ads, even when it is not the most cost efficient ROI. In this session, we will learn how Microsoft Ads, LinkedIn Ads, and Pinterest Ads can be powerful, profit driving platforms for a variety of businesses. We will review audience targeting, creative opportunities and strategies for success on these platforms.

1. Success Strategies
for
Microsoft Ads, LinkedIn
Ads, + Pinterest Ads
October 15, 2020
Lisa Raehsler, Big Click Co.

2. #adwexp
Hello. I’m Lisa Raehsler
PPC Strategist
Big Click Co.
International Speaker on PPC
VIP Contributor Search Engine Journal
Paid Search Association Founding Board Member
Yoga
Contact
Twitter: @LisaRocksSEM

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ALL OF THE GOODIES
NONE OF THE GOOGLES
@LisaRocksSEM #SemrushConf2019

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Account building blocks for success
Microsoft
Ads
01

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Microsoft Ads
@LisaRocksSEM #adwexp
The Microsoft Search Network
13+ Billion Global Monthly PC
Searches

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Microsoft Ads
People on the
Microsoft search
network
@LisaRocksSEM #adwexp

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Microsoft Ads
Placements:
Search engines, Microsoft Audience
Network, LinkedIn
@LisaRocksSEM #adwexp

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Microsoft Ads
Ad Formats:
Text for search, responsive for native
placements. Dynamic Search Ads and
shopping campaigns.
@LisaRocksSEM #adwexp

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Microsoft Ads
Microsoft Audience Network:
Expands ad targeting capabilities from
only search results to web and apps to
capture the whole consumer journey.
@LisaRocksSEM #adwexp

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Microsoft Ads
Microsoft Audience Network:
Microsoft Audience Network which
includes native content placements on
MSN, Outlook.com, the Edge browser,
and select quality partner sites.
@LisaRocksSEM #adwexp

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Meet the Microsoft Audience Network
Premium native placements
Strict publisher standards and
AI-powered curation
Brand-safe experiences
Transparency and controls for advertisers
Highly contextual ad placements
Based on Microsoft first-party data
Strong industry ad performance
Driven by leading-edge AI technology

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Audience Network
Programmatic
native
In-feed
native ads
Cost per click (CPC)
buying model
Click through to
advertiser’s page

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Creative Ad Types
Microsoft Audience Ads
IMAGE ADS
Bonus: Use our Google Import tool to
quickly pull your image ads over from the
Google Display Network.
PRODUCT ADS
Bonus: There’s no need to upload images
for Product Ads. Your shopping feed will
auto-populate to create your ad.

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Stock photos for Microsoft Audience Ads
When setting up ads that require images, many advertisers do
not have high-quality, advertising-ready images.
The benefits of using stock photos in image ads
• Go live faster when you don’t have images readily available.
• Test a wider variety of images for your ads in order to get the
best performance with your target audience.
Partnership with Shutterstock
Microsoft Advertising is partnering with Shutterstock to provide
advertisers with free access to over 300 million commercially
licensed images for use in the Microsoft Audience Network.
Bonus: Microsoft + Shutterstock

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Audience Network ad exposure improves downstream
brand awareness, consideration, and purchase
Notes: Results may vary for each advertiser based on campaign settings, targeted audiences, and other factors. Lift metrics represent an average of all advertisers with completed lift studies to date (Sept. 2020).
These advertisers are a non-representative sample of all advertisers on the marketplace. Verticals represented include Retail, Technology & Telecommunications, B2C Services, and Food & Grocery.
Lift measured between exposed users and a control group of eligible unexposed users, with lift represented on a per-user basis. Average user count per advertiser study = 1.98M, data collected May-Sept 2020.
AWARENESS
CONSIDERATION
PURCHASE
+178%
+378%
+283%

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Target LinkedIn Users via
Microsoft Ads
LinkedIn Profile Targeting
can be applied to the
campaign level or the ad
group level.
Search Network: Text
ads, shopping campaigns,
and dynamic search ads
Microsoft + LinkedIn

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Target LinkedIn Users via
Microsoft Ads
Bid modifiers can be set for the
profile targets, for example,
increase bid by 15% to reach
Microsoft employees.
AT LEAST- MORE AVAILABLE NOW
Available LinkedIn Profile
Targeting:
Industry: 145 industries.
Company: 80,000 companies.
Job function: 26 job functions.
Microsoft + LinkedIn

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Focusing on crucial targeting elements
LinkedIn
Ads
02

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LinkedIn Ads
@LisaRocksSEM #adwexp
706 million professionals are
on LinkedIn, targeted by
professional criteria

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LinkedIn Ads
People on LinkedIn:
Quality audiences in a professional context:
leaders, influencers, decision makers, buyers,
executives
Globally, the biggest group of users are 25-
34.
Americans who make over $75,000 per year
4 out of 5 people on LinkedIn drive business
decisions
@LisaRocksSEM #adwexp

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LinkedIn Ads
Placements:
LinkedIn + LinkedIn Audience Network
contains ten of thousands of mobile
sites, mobile apps, and ad exchanges.
@LisaRocksSEM #adwexp

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LinkedIn Ads

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LinkedIn Ads
Targeting the Right Audience:
Based on professional profiles + behavior
Job experience
Education
Demographics
Company
Interests and Traits
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Job experience
Job function
Job title
Job seniority
Years of experience
Skills
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Education
Schools
Degrees
Field of study
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Demographics
Age
Gender
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Company
name
industry
growth rate
category
size
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Interests and Traits
Interests
Member traits
Groups
@LisaRocksSEM #adwexp

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LinkedIn Ads
Targeting the Right Audience:
Based on professional profiles + behavior
LinkedIn will give you the option to
target AND or OR
AND → narrows the audience
OR → increases audience, meets one
criteria or another
@LisaRocksSEM #adwexp

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@LisaRocksSEM #adwexp

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LinkedIn Ads
Ad Formats:
@LisaRocksSEM

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LinkedIn Ads
Ad Formats:
Based on campaign objective + targeting, LI will suggest ad
formats
Sponsored Content: Single Image, Video, Carousel Ads
Sponsored Messaging: Message, Conversation Ads
Right-rail: Text, Spotlight, Follower Ads
Lead Gen Forms
@LisaRocksSEM #adwexp

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LinkedIn Ads
Conclusion:
Target through Microsoft
And/or
LI platform direct has more robust
options with the audience options
@LisaRocksSEM #adwexp

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Options to maximize budget
Pinterest
03

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Pinterest
@LisaRocksSEM #adwexp
400 million people use
Pinterest every month

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Pinterest
People on Pinterest:
Diverse collection of people, ready to take
action, explore something new.
89% of people on Pinterest use it for
purchase inspiration
83% of weekly US Pinterest users have
made a purchase based on Pins from
brands
@LisaRocksSEM #adwexp

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Pinterest
Placements:
Pinterest.com
Pinterest app
@LisaRocksSEM

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Pinterest
Ad Formats:
Promoted pins, one-tap promoted pins,
promoted video pins, cinematic pins,
promoted app pins
@LisaRocksSEM #adwexp

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Pinterest
Popular Categories:
Technology
Home improvement, décor, design
Fashion
Food + drink lover
Beauty
Travel
@LisaRocksSEM #adwexp

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Pinterest

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Pinterest
Targeting the Right Audience:
Based on pinner engagement
Interests
Keywords
Demographics
Placements
Expanded targeting options
@LisaRocksSEM #adwexp

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Pinterest
Targeting the Right Audience:
Audience targeting (retargeting on Pinterest)
Website visitors
Customer/ lead list
Engagement with a Pinterest campaign
@LisaRocksSEM #adwexp

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Pinterest
Targeting the Right Audience:
Actalike targeting (retargeting on Pinterest)
Actalikes (look-a-likes, similar audiences)
@LisaRocksSEM #adwexp

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Pinterest
Creative Best Practices:
95% of Pinners state that Pinterest inspires
them/gives them ideas for their life
@LisaRocksSEM #adwexp

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“Just looking” “Maybe I could” “Narrowing it down” “I know what I want”
DISCOVER DO
Pinterest: The Pinners Journey

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Pinterest
Traffic- Creative Best Practices
Traffic
Inspirational Content
Unique Call to Action
Multiple Products
Trends and Seasonality
Influencers and Lifestyle
@LisaRocksSEM #adwexp

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Pinterest
Creative Best Practices
Conversions
Inspirational Content
Call to Action
Seasonality
Lifestyle Focus
@LisaRocksSEM #adwexp

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Pinterest
Creative Best Practices
Video
Inspirational Content
Call to Action
Time
Style
Lifestyle Focus
@LisaRocksSEM #adwexp

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Pinterest
Optimizations
Levers to maximize results
Adjust bids
Refine targeting
Edit pin title or description
Change ad formats
Update placement targeting
@LisaRocksSEM #adwexp

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Compare
Largest reach, unique audience
network
Laser focus targeting for B2B
and/or professional targets
Creative, discovery strategies
@LisaRocksSEM #adwexp

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My Recent Popular Posts
§ 6 Things I Wish Someone Told Me When I Was New to PPC
§ 5 Tips for Managing PPC During the Coronavirus Outbreak
§ 10 Paid Search & PPC Best Practices for 2020
@LisaRocksSEM #adwexp

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Thank You.
Lisa Raehsler
Big Click Co.
Connect:
@LisaRocksSEM
Lisa@bigclickco.com
Or on LinkedIn