Well, the New Year flew by and we’re now into February and our 2nd batch of Microsoft Ads opportunities for 2023! We hope your business is thriving and you’re as excited as we are for what the growth the rest of the year might bring.
As usual, we’ve worked hard to bring you more really useful and valuable improvements. And as we don’t want you to miss out on what’s new, here’s our summary to bring you up to speed for this month.
- Enable Audience Network
The Microsoft Audience Network includes sites such as MSN, Microsoft Outlook and Microsoft Edge. It is beneficial for advertisers as adverts are more naturally integrated into a page, such as being placed within an article, meaning you get higher quality traffic as well expanded reach all whilst maintaining your targeting settings.
If you have a campaign that has had over 1000 impressions in the last 30 days and the Enable Audience Network setting is currently disabled, Adzooma will suggest this opportunity. You can simply click to apply it and you will then be opted into the Audience Network.
- Add Conversion Value
A conversion value is a numerical value that you assign to specific conversions in order to represent their impact to your business. The term “conversion” can mean a variety of things to different businesses, which is why you can track countless actions on Microsoft Ads that visitors take on your site.
When you have multiple layers of a marketing funnel, every conversion isn’t created equally. For example, an app install may have a higher impact on your business goals than a newsletter download, therefore should be recognized differently within your campaigns. The way to do this is by adding conversion value to your campaigns.
For each campaign that has at least 1 conversion in the last 30 days, Adzooma will alert you and provide info on how to set up conversion values. Having this extra layer of visibility means you can identify, ad groups, keywords and campaigns that show a high or low return on investment so that you have the clarity to make decisions based on real data on how to optimize your campaigns.
- Raise Your Budgets
Setting an average daily budget is a great way to keep control of the amount you spend for each ad campaign per day, as you can specify how much you’re comfortable spending each day.
This however, can mean your campaigns are limited by their average daily budgets, preventing your ads from showing as often as they could, thereby missing out on new customers on your busiest days.
This Opportunity will make a suggestion on what you should change your daily budget to so that you receive more conversions and clicks in order to get the best returns from your campaigns.
- Resolve Conflicting Negative Keywords
Negative keywords are essential for use in campaigns as they prevent irrelevant impressions by making sure your ads are only shown to those who are interested in your products or services. Negative keywords can however inadvertently block your target keywords, which can harm your campaign.
For example, if you are selling watches and your targeted keyword is “men’s silver watches”, however, on your negative keyword list you have “silver” set up as a broad match negative keyword, that will block your target keywords.
This is a typical example of a negative keyword conflict that Adzooma can help you resolve. Adzooma will identify all of these conflicts and suggest which keywords to pause. This will ensure your negatives are doing their job correctly and should mean you have a better impression share and quality score.
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Ok, so that’s everything for this month but as we never stop trying to make Adzooma work even harder for you, we’ll see you as usual next month with even more developments.
If you have questions about any of the new opportunities, contact us at help@adzooma.com and we’ll get you the answers you need.
