What Is The Audience Network?
About a year ago this month Bing Ads announced a new 'Audience Network.' The network replaced their native ads offering they have had for a few years. The new 'Audience Network' is their AI powered solution to compete with the Google Display Network and extend the reach of the ads you run on Microsoft/Bing. The Audience Network is powered by AI using the Microsoft Graph which tracks anonymized user data across the web to optimize performance while extending advertiser reach. According to Microsoft:
Ad placements across premium sites like MSN, Microsoft Outlook and Microsoft Edge, as well as other partner sites, blend naturally into your consumers' experiences. That way, you can put the right ad message in front of your customers at the right time in their decision-making process.
There are two ways to run your ads across the Microsoft Audience Network:
1. Search Campaigns
2. Audience Campaigns
Although Audience Campaigns were announced over a year ago, they are still in a closed beta. For more information on how to set these up (as our agency doesn’t currently have access to them) see Microsoft’s guide here. Below is a summary of the placements.
Audience Network For Search Campaigns
Extending the reach of your search campaigns through the Audience Network has been active since May of last year . Every search & shopping campaign as of right now has automatically opted into this. If you're currently managing ads on Microsoft/Bing and this is the first time you're hearing about the audience network, you are running on it without realizing it.
In order to view the audience network performance data on any tab within the Microsoft Ads interface you can segment by network. The settings for the audience network are different than ad distribution. Ad distribution is chosen at the ad group level and you are either choosing certain networks or you are not. Audience ads can be adjusted at either the campaign level or the ad group level. On a positive note you have more control than within the ad distribution options. With audience ads you choose a bid modifier. If you don’t want to run at all on the audience network you choose -100%.
Under Settings within the campaign or ad group you’ll see Audience Ads towards the button (see image below).
How Do Audience Ads For Search Work?
Microsoft automatically creates the ads using the creative elements and your existing text ads. If you have image extensions running those images will be used as well to create a more visual native placement. According to Microsoft if you don’t have image extensions they will use licensed stock images to increase the number of placements your ads are eligible for.
You should immediately log into your Microsoft ads account and review the segmented audience network data. From there choose to continue running or adjust your bid modifiers accordingly. If you’re going to continue running or at least testing the Audience Network, be sure and add in image extensions (which you should have anyway).
To continue reading about Microsoft (Bing) ads check out our other blog articles: