Targeted Ad Campaigns with Microsoft Ads
Expanding reach through Microsoft’s search ecosystem
🔎 Diversifying Beyond Google
Microsoft Ads offered an opportunity to reach untapped audiences through Bing and its partner network. I created campaigns from scratch, tailoring them to complement existing Google Ads strategies but with more aggressive demographic bidding and keyword experimentation.
- 🧠 Learned Microsoft Ads UI and targeting features with zero prior experience
- 📈 Built manual and dynamic campaigns focused on product categories with high conversion margins
- 🗂 Integrated product listings via feed-based inventory using Microsoft Merchant Center
- 🗂 Got as far as possible from the abysmal google customer service and apealing system
⚙️ Tracking and Optimization
By implementing UTM tagging and setting up conversion tracking, I was able to isolate performance across ad groups and devices. Microsoft’s lower CPC allowed for broader experiments at a lower cost.
📊 Results
While total reach was smaller compared to Google, the return on ad spend was significantly higher in niche segments. Combined with audience tuning, Microsoft Ads became a valuable part of the marketing stack.