Microsoft Audience Ads Strategy

Most people block the Audience Network. But if you do it right, it can be a goldmine. The secret is Intent. Unlike Facebook (Interest-based) or GDN (Context-based), Microsoft Audience Ads are Search-based.

How it works

A user searches for "Best CRM Software" on Bing. They don't click anything. Later, they visit MSN.com to read the news. Boom. They see your CRM ad. This is "Search Retargeting" on steroids.

The Setup

1. Separate Campaign: Never mix Search and Audience. Create a dedicated "Audience" campaign.
2. Images: This is a visual format. Use high-quality lifestyle images. No stock photos of people shaking hands.
3. Audience:
   • Remarketing: Target site visitors (Safe).
   • In-Market: Target "Business Technology" (Scale).
   • LinkedIn Profile: Target "CTOs" (Precision).

The "Feed" Strategy

You can also run Dynamic Audience Ads. Connect your Merchant Center Feed. Microsoft will show "Product Cards" on MSN. This works incredibly well for E-Commerce.

Summary

Audience Ads are not "junk display." They are "Visual Search." Treat them with respect, and they will respect your ROAS.