How to Make the Microsoft Audience Network Actually Work
Test MSAN separately from Search with native-style images and broader targeting. It works differently than Search campaigns.
Why This Matters
Most advertisers enable MSAN in Search campaigns and get poor results. MSAN is a display network that needs different creative, bidding, and expectations than Search.
How To Implement
1. Create a separate MSAN-only campaign (disable Search network).
2. Use high-quality lifestyle images, not Search-style graphics.
3. Start with broader targeting - MSAN needs scale to optimize.
4. Set MSAN bids 50-70% lower than Search as CPCs are much lower.
5. Use Target CPA or Maximize Conversions for optimization.
6. Allow 10-14 days for learning before judging performance.
7. Review placements monthly and exclude low-quality sites.
Pro Tip
MSAN performs well for B2B because it reaches users on MSN, Outlook, and Edge - all commonly used in corporate environments where decision-makers spend time.
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