Learn best practices and advanced optimization tips for In-Market Audiences, as well as Custom audiences in this actionable, tactical session from Microsoft’s Purna Virji. Beyond optimization tips, she’ll go into detail about MSFT’s brand spanking new Microsoft Audience Network that just launched on May 3rd.

1. @PurnaVirji | #MnSummit
Purna Virji,
Senior Manager of Global Engagement,
Microsoft

2. AI allows search
engines to reason
over all of the data
on the web
Locations
Demographic
profile
Content
preferences
Personal
Data
Domain
preferences
Personal
Connections
Entities of
interest
Web activity
Search
Brand
preferences
Search
history
Purchase
History
Family
Contacts
Product
categories
Demographics
Customer
Data

3. @PurnaVirji
Positive Negative
@PurnaVirji

4. @PurnaVirji

5. Search is becoming the centerpiece
of consumer engagement.
@PurnaVirji#MnSummit

6. @PurnaVirji#MnSummit

7. @PurnaVirji
Source: “2017: More Than Ever, Marketers Need Brand Safe Environments,” Trusted Media Brands, March 2017.
Half of digital advertisers plan to
increase their spend on audience
targeting this year.
@PurnaVirji#MnSummit

8. @PurnaVirji@PurnaVirji
Get the scoop on:
 Remarketing
 In-Market + Custom
 Introducing MSAN
@PurnaVirji#MnSummit

9. @PurnaVirji
1. Beyond Vanilla
Remarketing
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10. other
marketing channels
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11. @PurnaVirji#MnSummit

12. How do I create this type of list?
@PurnaVirji

13. @PurnaVirji@PurnaVirji
How do I create this type of list?

14. @PurnaVirji
How do I create this type of list?

15. messaging
consistent
another opportunity
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16. 16@PurnaVirji@PurnaVirji
granular intent
specific variables in
URL
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17. For example
icid2=:p384954:product&skuId=1705052
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18. 18@PurnaVirji@PurnaVirji#MnSummit

19. How do I create this type of list?
@PurnaVirji
Determine
the variables
that are
impactful.
Create
audience lists
based on the
identified value
Create compelling
ad copy that
touches on the
particular behavior
or value prop you
are targeting
1 2 3

20. 20@PurnaVirji@PurnaVirji
more
personalized and
relevant
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21. 21@PurnaVirji@PurnaVirji
staggering
the membership
duration
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23. How do I create this type of list?
@PurnaVirji

24. Key Qs to ask
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25. 25@PurnaVirji@PurnaVirji
your
booking funnel for
highest impact
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26. @PurnaVirji
Quick recap:
- Omni-channel for
consistency
- Dynamic URLs to
better understand intent
- Diff ad copy for diff
time durations
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27. @PurnaVirji
2. Beyond Vanilla
Audience Expansion
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28. Get additional highly performing traffic
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29. @PurnaVirji

30. Leverage your current, rich customer data
Custom Audiences segmentation examples
Purchase history Tenure
Renewal period Status tier
Lifetime value Subscriber type
Time since last purchase Customer referrals
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31. Why use Custom Audiences
Scale your online
advertising efforts
Enhance your existing
audience lists with your
First Party Data
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33. @PurnaVirji
Custom audiences to reach:

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35. @PurnaVirji

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38. @PurnaVirji
Predictive intelligence delivers lists
of users who are ready to buy
Bing Ads predictive intelligence identifies users
who have shown purchase intent signals within a
particular category, including searches and clicks
on Bing and page views on Microsoft services.

39. Pre-made Audiences to choose from
@PurnaVirji

40. “Help me increase my conversions.”
*Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using
“Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR is conversion ratio.
28%
CTR*
48%
CVR*
Ads shown to In-market Audiences
saw up to a 28% greater CTR than
the same ads without In-market
Audiences.
Ads shown to In-market Audiences
saw up to a 48% greater CVR than
the same ads without In-market
Audiences.
@PurnaVirji

41. @PurnaVirji
The Client:
Vegas.com is an online travel agency located in Las Vegas,
NV and specializes in hotels, show tickets, air+hotel
packages, and tours.
The Objective:
To incrementally boost their conversion and revenue
numbers while maintaining relative efficiency.
The Implementation
Initially rolled out as Bid Only & saw a significant lift in
performance so we then broke these out into dedicated
Target & Bid campaigns.
Vegas.com
65%Click Through
Rate
30%Conversion Rate
27%ROAS
20%Cost per Conversion
The Results:

42. @PurnaVirji
Get up and running in 5 minutes or less.
No need for you to build your own remarketing list.
No prerequisites to get started (like website tagging.)
Easy to report on performance (and compare.)

43. @PurnaVirji
Quick recap:
- Custom audiences for
deeper insights
- In-market audiences
to maximize
conversions
- Layer them FTW
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44. @PurnaVirji
3. Beyond Vanilla
Audience Targeting
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45. Introducing the
Microsoft Audience Network
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46. World
knowledge
Work
knowledge
People
knowledge
Microsoft Graph
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47. Delivering rich user understanding
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48. To put the right message in front of the right user
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49. Privacy and trust
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50. @PurnaVirji

51. @PurnaVirji
Introducing Product Audiences
So, what are audience ads?
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52. Reaching over 200 million monthly unique users in US!
High-quality, cross-device, native placements that serve
on premium sites like MSN, Outlook, Edge
@PurnaVirji#MnSummit

53. Separate audience
campaigns
(in closed pilot)
Increase high-quality clicks
from target audiences by
extending Bing Ads search
campaigns to native.
Build separate audience
campaigns for separate
budgets and optimization.
Microsoft Audience Ads
Powered by the Microsoft Graph
Search campaigns
extended to native
(Bing Intent Ads is becoming
Microsoft Audience Ads)
@PurnaVirji

54. The benefits of adding images
Boost volume
and conversions
Control your
message
Drive high-
quality clicks
Note: If no images are added, Image Annotations may pull an image to show with your campaign to increase placement options for your ad.
You want more volume — adding images to your campaigns can help
@PurnaVirji#MnSummit

55. • If you’re currently managing
audiences on FB or GDN
• B2C and B2B.
• Top verticals:
o Financial Services
o Travel
o Autos
o Retail
o Tech & Telecom
@PurnaVirji#MnSummit

56. Consumers looked
at native ads 53%
more frequently
than display ads
Consumers looked at
native the same amount
as editorial content
Native ads delivered
9% increase in brand
affinity over banner ads
Native ads registered 18%
higher lift in purchase
intent than banner ads
What do the
numbers say?
Source: Sharethrough/IPG Media labs

57. @PurnaVirji
Quick recap:
- Reach a highly-relevant audience
using the Microsoft Graph
- Boost volume and conversions
through brand-safe, native content
placements
- A performance-based solution
infused with AI
- Deliver along the consumer
decision journey
#MnSummit

58. It’s the right time to shift
to audience marketing.
@PurnaVirji#MnSummit

59. Thank You!
(and sorry for the vanilla cravings)
Say hi
@PurnaVirji
#MnSummit

60. © 2018 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.