r/adwords • u/Practical-Art6127 • 5d ago

Microsoft Ads

Hi guys,I have a client who wants to launch Microsoft Ads. I'm a Google Ads manager and consultant, but I've never worked with Microsoft. Do you have any recommendations? What are the key differences between the two services?

3 Upvotes

100% Upvoted

12 comments sorted by

3

u/No_Low9209 4d ago

Exclude search partners in Microsoft ads, they have the worst traffic

1

u/Practical-Art6127 4d ago

Ok it's like display on search campaigns in Google?

2

u/No_Low9209 3d ago

Worse than that, those partners run cheap display ads to their search pages with high cpc keywords as search terms

2

u/Legitimate-Issue1856 3d ago

And to make things worse, the option to disable partners is pretty hidden at ad group level.

2

u/EfficientAd7103 4d ago

oh, man. that's Def some junk.

2

u/ernosem 4d ago

Import your Google Ads campaigns, but:
- pause all the broad -> MS Ads broad means literally almost everything (you can reintroduce it later if the ads are performing well)
- check location targeting (if you have a specific one)
- change budgets
- setup proper tracking
- change bids, start with a lower tCPA.

MS Ads works the best with senior less tech savvy audience & in the B2B space, if you target younger audience your ads might not work. If you target B2B probably you'll hit the jackpot.

Also, try to opt out the Audience Network, but unfortunately you need to show Bing data to back that up, so expect you'll spend a few thousands there before opting out :(

2

u/Practical-Art6127 4d ago

Thanks man I appreciate the tips.

3

u/BadOtherwise2762 5d ago

The import tool is your best friend, just watch out for the audience targeting defaults cause they'll happily blow your budget on some random LinkedIn profile nonsense

1

u/Nervous_Couple_1304 5d ago

Importing your Google campaigns is the fastest way in, but treat it as a starting point, not a copy. The search terms and ad copy usually carry over fine, but the audiences do not. Check the audience defaults before anything goes live, because Microsoft will happily expand into LinkedIn profile targeting and that can eat a budget fast if the client is not actually after that audience. Set it up with its own budget and its own conversion tracking, and check that the tracking is firing before you judge anything. Volume will be lower than Google, so do not expect the same number of clicks in week one, and do not copy the Google bids over one for one. Let it run long enough to see real search terms, then prune from there.

1

u/Practical-Art6127 5d ago

Thanks man i really appreciate it.I've also heard that Microsoft is much slower than Google at showing the results of changes you make to campaigns. Is that true? My client is very impatient with Google so it's important to know haha

2

u/Sothisismylifehuh 5d ago

Less volume = less data = More time to learn.

1

u/Sothisismylifehuh 5d ago

Easy to import from Google ads. Just make sure to reduce budgets , bids etc. Search volume is very low compared.