Content Network (Audience Network) Blocking Guide

Microsoft Ads is great for Search. It is terrible for "Audience" (their version of Display). By default, Microsoft opts you into the Microsoft Audience Network. This leads to your Search Ads appearing on MSN.com, Outlook.com, and random partner sites. This traffic usually converts at 1/10th the rate of Search.

Step 1: The Settings Block

1. Go to Campaign Settings → Other Settings.
2. Ad Distribution: THIS IS TRICKY.
   • Old Interface Allowed: "Bing, AOL, and Yahoo owned and operated sites only."
   • New Interface: Forces "Entire Microsoft Advertising Network." Solution: You need to bid down the Audience Network.

Step 2: The Bid Adjustment Block

1. Go to Campaign Settings → Combined Audiences / Exclusions.
2. Unfortunately, Microsoft removed the ability to set "-100%" bid adjustment for Audience Ads in some accounts.
3. Workaround: Create a "Website Exclusion List."

Step 3: The Exclusion List (The Nuke)

1. Go to Tools → Website Exclusion Lists.
2. Create a list named "Block Audience Network."
3. Add these placements:
   • msn.com
   • outlook.live.com
   • bing.com (Careful: This is for display placements, not search).
   • app_measuring_inst (Blocks apps).
4. Apply this list to ALL campaigns.

Summary

If you see high impressions and low CTR (0.05%), you are bleeding money on the Audience Network. Block it now.