Should You Use Microsoft Search Partners? (Probably Yes)
Keep Search Partners enabled on Microsoft Ads - unlike Google, they often perform well due to higher-quality partner network.
Why This Matters
Microsoft's Search Partners include Yahoo, AOL, and DuckDuckGo - all with quality traffic. Unlike Google's often poor partner network, Microsoft partners frequently match or beat Bing's performance.
How To Implement
1. Keep Search Partners enabled by default (it's on by default).
2. Segment reports by Network: Bing and AOL, Syndicated Partners, etc.
3. Compare CPA across networks after 30 days of data.
4. If partners perform within 20% of Bing, keep them on.
5. If dramatically worse, exclude them in campaign settings.
6. Check quarterly - partner mix changes over time.
7. Different campaigns may have different partner performance.
Pro Tip
DuckDuckGo users tend to be more privacy-conscious and often have higher income. This makes them valuable for premium products and B2B.
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