Microsoft Advertising Bootcamp - Morning Session with Nick Marshallsay

1. Microsoft Advertising
Bootcamp
Nick Marshallsay
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING

2. Objectives
• Describe the Microsoft Advertising Audience
• Better Utilise UI & Reporting
• Execute Google Import & Describe Key
differences between Google and Microsoft
Advertising
• Articulate the benefits of implementing
Remarketing & Shopping Campaigns with
Microsoft Advertising

3. Why Microsoft
Advertising?

4. PLAY VIDEO

5. Our Principles
Anonymize & protect
customer data
Don’t export
customer data
Aggregated data
in targeting
Restrict bias in
targeting groups
Brand-safe advertising
environments
Transparency & controls
for advertisers

6. Reaching
Audiences with
Microsoft
Advertising

7. Audience Marketing
Solutions
Audience Targeting on search
AI Powered Solutions
Microsoft Audience Network
Retail Solutions

8. We bring you more connections.
1. comScore Search (custom), June 2019
Microsoft
Audience
Network2
Microsoft
Search
Network1
We reach over
half a billion
people worldwide
2. comScore, Microsoft Audience Platform Report, April 2018, U.S. desktop. MSN and Outlook.com: 12% of audience is age 2-17. Numbers are rounded to the nearest percentage point.

9. Global Search Share
comScore qSearch (custom), June 2019.
20192015
31% 36%United States
United Kingdom 17% 22%
France 11% 16%
Canada 15% 22%
Australia 11% 15%
Germany 7% 24%

10. We reach people across
devices & platforms
Data source: Microsoft internal data, March 2019.
825MWindows 10 devices
globally, with Bing
search built in

11. Growth on mobile
Internal data, EMEA August 2019
.
Partnerships
Grow our mobile volume
through syndication and
distribution partners
Ad quality &
ad products
Improving relevance
and creating new mobile
ad products
First-party apps
Grow our presence on iOS
and Android through the
development of first-party
apps –Edge, Cortana and
Bing App.
increase in
mobile clicks6%
of the Microsoft
Search Network
search volume is
mobile
33%
Of mobile clicks
is coming from
syndication
67%

12. 39%
hold a university
degree or higher
11%
is in the top earning
bracket
A diverse audience on the Microsoft Search Network
57/43
Men and Women
59%
are under the age
of 45
Source: GlobalWebIndex Q1 2018 Europe online audience who visited Microsoft Search Netowrk via any device

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

14. Searchers only on the Microsoft
Search Network
1. Microsoft internal data, U.S., August 2019
of clicks come from
searches that are unique
to the Microsoft Search
Network1
31%
of monthly searches on the
Microsoft Search Network
are new search queries1
18%

15. Microsoft Audience Network: Placements are currently on
premium O&O inventory like MSN, Outlook, Microsoft Edge*
*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

16. 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%

17. Microsoft Audience Ads
“As a team, we focus on being market
leaders and embracing innovation
when it comes to reaching our
customers. As an example, GoCompare
was one of the first advertisers in EMEA
to test Audience Ads giving us access
to new audiences and additional
volume that drove performance.”
David Grenfell
PPC Manager
GoCompare
Lower target CPA30%
Right
Audience
8m
GoCompare saw 8
million incremental
impressions per month

18. Creating Smarter Customer Journeys
Right Audience Right Message Right Technology
Reach your
ideal customer
Deliver the right
message at the
right time
Increase
performance
and reduce
management

19. Reach your ideal customer
Data from Microsoft Advertising + data from you:
Choose one or multiple dimensions
User intent targeting User profile targeting Location and device
Remarketing In-market
Audiences
Custom
Audiences*
Product
Audiences*
LinkedIn
Profile Targeting
(company, industry,
job function)
Age and
Gender
Targeting
Location
Targeting
Device
Targeting
Unique to the Microsoft
Search Network
With more options for targeting
Get your ads in front of the
right audience at the right time
Similar
Audiences*
Right
Audience
* In pilot

20. Increase Performance,
Reduce Management
AUTOMATED
EXTENSIONS DSA
AUTO
BIDDING*
SHARED
BUDGETS
Optimise ads dynamically
with the best performing
extensions
Automatically create ads
for keywords missing from
your campaign
Achieve your bidding goals
with max clicks, conversions
or target CPA
Reallocate budgets in real
time to maximise clicks
* In pilot
Right
Technology

21. Enhanced
By Insights
Right
Technology

22. Built on trust
Focus on people
Build Business Success
What’s
possible?

23. Microsoft
Advertising UI
Quick Tips / Recap
Nick Marshallsay

24. What’s
different?
Import best
practices

25. The good news? Soooo much is the same
and easily imported automatically
Campaigns Enhanced CPC Ads
Ad GroupsMerchant Center
Sitelink Extensions
Remarketing
App Extensions
Keywords
Shopping
Maximise Clicks
Call Extensions
Conversion Tracking
Price Extensions
Structured Snippets
Callout Extensions
Target CPAMaximise Conversions
Time and Day Targeting
Device Targeting
Location Targeting
Location Extensions
Demographic Targeting

26. Import Top
Tips
Minimum
Bid = 1p
£0.05 £0.01
Bids <5p
automatically
bumped up

27. Import Top
Tips
You Can
Use Broad
Match
Negative
Keywords
YesNo
Will be
treated as
phrase
match
when
importing

28. Import Top
Tips
Ad
scheduling
is based
on the
user’s
Time Zone
Yes No
Review Ad
Scheduling
when
booking
cross
border

29. Account Time Zone User time zone

30. Import Top
Tips
You can
target
multiple
languages
in a
campaign
Yes Yes
Unsupported
languages? Your
campaign will
not import:
“Unsupported
target
languages.”

31. Bing Ads supports the following ad group ad
languages:
• English
• Traditional Chinese
• German
• French
• Spanish
• Portuguese
• Italian
• Dutch
• Swedish
• Norwegian
• Danish
• Finnish

32. Import Top
Tips
You can
target just
the
Syndicated
/ Search
Network
NoYes

33. Ad Groups>Edit>Other Changes

34. Import Top
Tips
You can use
these Bid
Strategies:
Competitive
Share, Tgt
ROAS &
Position
Imported as
Enhanced
CPC
YesNo

35. Bid Strategy Type

36. Billing information
Goals (Re-build)
Remarketing Lists (Re-
build)
Scripts
Image & Video ads
Data feeds
Ad-group level sitelink,
App, Location + Call
extensions (Re-build)
Automated rules (Re-
build)
What is NOT imported?
$

37. Google Import
Nick Marshallsay

38. Demo
User Interface Microsoft Advertising Editor

39. Campaign budgets
Keyword bids
Location targeting
Negative keywords
Network targeting
Ad extensions
Checklist: What to review post
import
$

40. Questions?

41. Import Limits - https://help.ads.microsoft.com/

42. UET &
Remarketing

43. Learning Objectives
▪ Implement/set-up UET
▪ Create Remarketing lists
▪ Understand the benefits of
UET & Remarketing
▪ Optimize your ad copies for
key audiences

44. Driving Better Business
with Universal Event
Tracking (UET)

45. Universal Event Tracking
CODE
UET CODE 3rd party tag
management
solution
Place across every page
on your site

46. Compatible Tag Managers
PAGE
PAGE
PAGE
Tag

47. Remarketing
Similar Audiences*
Audience Builder**
Goals & transactions**
In-house DMP support**
Product Audiences
Retail*
Hotel & travel**
Automated bidding
Target CPA
Maximize Conversions
Enhanced CPC
Conversion tracking
All browsers including Safari
E-commerce & engagement**
Improved ad
performance
Syndication
Broad match
Future innovations
Richer analytics & targeting**
UET tags power many valuable feature scenarios

48. In-
Market
Audience
E-
Commer
ce
Smart
Pricing
RLSAs
Target
CPA
Maximize
Conversions
Maximize
Clicks
Broad
Match
Maximize
Clicks
GOALS
Automated
Bidding
Product
Audiences
Partner
Network
Hotel
Ads
eCpC
One tag
…to rule them all

49. Visit DurationCustom Events
Destination URL Pages Per Visit
What goals can it track?
UET Tag

50. Myth busters

51. UET Myths
It slows down the site
The UET tag is optimized to
avoid having any
performance impact on your
website. You can use
PageSpeed Insight to
measure and verify impact.

52. UET Myths
captures the info users enter into
web forms, like address, phone and
credit card information
UET does not capture any
personally identifiable
information (PII) of users,
including web form information.

53. Set Up
UET Tag
Live Demo

54. UET Tag Helper
Demo

55. Remarketing

56. Forrester, Understanding Shopping Cart Abandonment, May 2010
Remarketing gives you a second
chance
Brand familiarity – 96% don’t
convert
Shoppers who leave without
purchasing – 70% abandon
Not all searchers are good as gold

57. 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

58. Benefits of Remarketing
Lower CPA
Verivox lowered
their cost per
acquisition by 18%
using remarketing
Increase CTR
M&M Direct
doubled their CTR
by implementing
remarketing
Improve ROAS
Point It saw 20%
higher ROAS
compared to normal
campaigns.
Bing Ads case studies from UK, Germany and USA respectively, 2017

59. Getting Started

60. 5 steps to get started with remarketing
1. Tag your website
2. Define your audiences
3. Add lists to ad groups
4. Adjust bids
5. Customize ads and
keywords

61. Identify, segment, and
target users based on the
specific stage of the
purchase funnel
Thank you page
Home page
Category page
Product page
Shopping cart
Target by Audience behavior

62. Demo
Create RLSA

63. Tag your entire website and mobile site
with Universal Event Tracking tags.
Start and test with Bid Only then move
to Target & Bid for best performing
audiences
Key Takeaways…
Segment your audience into lists
(All Visitors, Cart Abandoners etc.).

64. Questions?
Questions?

65. Introducing
Microsoft Shopping
Campaigns

66. Who is managing shopping campaigns on
Google?

67. Microsoft Advertising Shopping Campaigns
Visually engaging ad format
More real estate
Easy setup – Import from Google!
Greater effectiveness

68. Product image
Product title
Price
Store name
Elements of a Product Ad

70. More chances to click
Having multiple ads on the
same SERP boosts click rates.
Advertisers have seen a 9%
CTR increase on text ads when
shopping ads are on the same
page.
Data Source: Microsoft Internal data, FR market looking at 11M impressions and 350k clicks, January – March 2017

71. Drive strong performance
Product Ads proved to be a more efficient way to advertise than text ads for this leading
technology solution provider who saw:
Source: Microsoft partnered with Mercent to compare Product Ads to text ads on Bing Ads.
[4 advertisers involved in the study], Q1 2014.
29%Lower cost-per-click
49%Higher conversion rate

72. International
market
expansion
in Europe
GERMANY
UNITED KINGDOM
SPAIN
SWEDEN
AUSTRIA
ITALY
SWITZERLAND
BELGIUM
THE NETHERLANDS
FRANCE

73. Get started
Scenario 1: From Scratch
Advertisers new to Bing Product Ads and
Google Shopping Campaigns

74. Get up and running in 4 easy steps
2. Create Store
in Microsoft
Merchant
Center
1. Claim domain in
our Webmaster
Tools
Initial Set Up for Microsoft Shopping Campaigns
3. Upload
product feed
in Merchant
Center
4. Create Shopping
Campaign – or
import your
campaigns from
Google in our
UI
Ongoing management for Shopping Campaigns
1. Claim domain
2. Create store
3. Create feed

75. 3 choices for
verifying the site:
Placement of <meta> tag into default page
2
Placing an XML file on your web server
1
Add CNAME record to DNS
3
Claim your domain in one of 3 ways with Webmaster
Tools

76. Getting started // access the Microsoft
Merchant Center
2. Create store
3. Create feed

77. 2. Create store
3. Create feed
Getting started // create a store in Microsoft Merchant
Center

78. Getting started // overview of Microsoft
Merchant Center
Alerts and news about
your Merchant feed
account.
Manage
catalogue feed
and view
product errors.
See your store
settings.
2. Create store
3. Create feed

80. Getting started // product feed
attributes:
1. Required
2. Recommended 3. Create feed

81. Item
SKU
Men’s jacket Brooks
www.store.com/jacket293
$89.99 Blue suede
men’s jacket
Brooks House
www.store.com/jacket_image.gif
Creating a Shopping Feed:
Mandatory Fields

82. Creating a Shopping Feed:
Highly Recommended Fields
Software | Computer Software
Software>Computer
m.contoso.com/product.asp
in stock 20.99 2016-7-01T08:15-
05:00/2016-8-01T
09:30-05:00
Best Sellers, High
ROAS, Spring
New
http://www.contoso.com/shoes/
XYZ123

83. Having uploaded your feed you can then create your
shopping campaigns
4. Create campaign

84. Ad Groups within a campaign are ‘targeted’ by creating
product groups defined from the product feed
4. Create campaign

85. Get started
Scenario 2: Already on Google?
Advertisers running Google Shopping Campaigns

86. 3 choices for
verifying the site:
Placement of <meta> tag into default page
2
Placing an XML file on your web server
1
Add CNAME record to DNS
3
Claim your domain in one of 3 ways with Webmaster
Tools

87. Next…Create your store

88. Importing your Catalog and feeds from Google in the
Microsoft Merchant Center

89. And import your shopping campaigns using the
regular import function

90. Get up and running in 4 easy steps
2. Create Store
in Microsoft
Merchant
Center
1. Claim domain in
our Webmaster
Tools
Initial Set Up for Microsoft Shopping Campaigns
3. Upload
product feed
in Merchant
Center
4. Create Shopping
Campaign – or
import your
campaigns from
Google in our
UI
Ongoing management for Shopping Campaigns
1. Claim domain
2. Create store
3. Create feed

91. Catalog
Management:
Optimising your
feed
Jump to end

92. Cheat Sheet
Required Fields:
• ID – Product Unique Identifier
• Title – Product Title
• Link – Direct product landing page URL
• Price – Item price reflected on site
• Description – Detail product description
• Image Link – URL of image (.bmp, .gif, .exif,
.jpg, .png, .tiff, and minimum recommended
size of 220px by 220px
• Brand - Manufacturer
Highly Recommended Fields:
• Product Category – Predefined Product
Categories/taxonomy
• Product Type – Advertiser’s Taxonomy
• Bingads Redirect – Append 3rd party tracking
• Custom Label 0-4 – Custom identifiers for
campaign filters
• Sale Price – Item Sale price on site
• Sale Price Effective Date – Items Sale price
start/end date.
• Condition – New/Used/Refurbished
• BingAds Redirect: Redirect URL that overrides
the URL given in the “link” attribute.
• Item Group ID: Used to group items that may
vary by color, material, pattern, or size.
• GTIN – Global Trade Identification Number
• MPN – Manufacturer Product Number

93. The importance of
Titles & Descriptions

94. Product variant attribute / Item group ID (color, gender, size, material, pattern)
Product category (taxonomy)
Brand / Manufacturer Part Number
GTINs (Global Trade Item Numbers)
Descriptions
Titles
What attributes are used for determining product
relevancy?
Matching & relevance
Matching & relevance
Matching
Matching
Matching
Matching

95. Ensure you have unique titles
L50000037 Black Pendant Light from Microsoft Advertising Academy Shop $69.49
L50000042 Black Pendant Light from Microsoft Advertising Academy Shop $299.99
L50000025 Black Pendant Light from Microsoft Advertising Academy Shop $199.99
L50000013 Black Pendant Light from Microsoft Advertising Academy Shop $82.99
L50000014 Black Pendant Light from Microsoft Advertising Academy Shop $165.99

96. Different titles… more volume
If multiple product IDs have the same title,
we will view them as the same, and only
serve one.
Unique titles create more volume:
• All products would be eligible to serve
• Increased chance for multiple products
to serve at once

97. Contextual match on ‘description’ and ‘title’
Optimise your titles based on users’ queries
“I don’t show for ‘down jackets’”
Keyword searches trigger:
Product title: ‘Men’s Parka down jacket size medium’
Run Search Term Reports to see which
queries are triggering shopping ads

98. 35 / 150

99. Good Title:
Titles to Test:
Weber Summit Gas Grill S-670 6-Burner with Side and Rotisserie
Burners and Integrated Smoker Box (60,000-BTU)
Weber Summit S-670 6-Burner (60,000-BTU) Gas Grill with Side and
Rotisserie Burners and Integrated Smoker Box
Weber Summit 6-Burner Gas Grill with Side and Rotisserie Burners
and Integrated Smoker Box S-670 (60,000-BTU)
Weber Gas Grill Summit S-670 6-Burner (60,000-BTU) with Side and
Rotisserie Burners and Integrated Smoker Box
Optimize Product Titles & Test to Improve Relevancy

100. Ad Optimization beyond
Title and Description
Jump to end

101. Image
Core creative elements for a shopping ad
Price Enhancements

102. Core creative elements for a shopping ad-
Image
Show multiple
colors

103. Core creative elements for a shopping ad-
Image
Show product
in use

104. Core creative elements for a shopping ad-
Image
Show multiple
colors
Show product
in use
High resolution
image

105. Core creative elements for a shopping ad-
Price
Start with
regular price
Add sale price Price competitively
against other ads
$14.99 $14.99 $9.99
$14.99
$10.99 $11.99

106. Core creative elements for a shopping ad-
Enhancements
Use Ad Enhancements/Elements (or ‘Decorations’), such as Merchant
Promotions, Elite Merchant Badges, Product Ratings to increase its effectiveness
More later…

107. Utilize custom labels based on performance data or
strategic knowledge…
On Sale
Not on Sale
Collection
Top Seller
Poor Performer
Deal of the Week
i.e. weekly clearance
Top 50 products High/ Low Margin
Control
Experiment
Price Drop
Potential Issues:
• Using as your product structure
• Duplicating products across
campaigns
• Push products that aren’t
converting
If it doesn’t change your bidding practice, don’t label it.

108. Questions?

109. POST CLASS
RESOURCES
POST CLASS
RESOURCES

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

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

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

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

114. http://bit.ly/baprofessional