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6 Tips to Supercharge Microsoft Advertising ROI

Derek Andersen Senior Content & SEO Specialist, DialogTech

While it’s often overshadowed by Google, Bing still has a significant 11.22% of the search engine market share. Marketers cannot afford to overlook the 530 million searches a day people place on Bing — many of which have high purchasing intent.

In addition, due to Bing’s smaller user base, there is less competition per keyword. This makes it easier for advertisers to compete with a lower budget. In fact, the average cost per click for Microsoft Ads can be 70% lower than Google Ads.

A powerful way to reach your audience on Bing is through its PPC tool, Microsoft Advertising. This blog dives into 6 strategies to help you drive more revenue from your Microsoft Advertising budget.

1. Import Your Most Successful Google Ads Campaigns

If you’re a search marketer looking to get into Microsoft Advertising, chances are you’re already running campaigns on Google Ads. Microsoft Advertising allows you to easily import your Google Ads campaign settings. If your campaigns were successful in Google, chances are they’ll drive results in the Microsoft Search Network as well — and this feature is a great way to build on your success.

To import your Google campaigns, simply select the option in your Microsoft Advertising account, then sign in to your Google Ads account and choose the campaigns you would like to import. If you want to schedule an automatic import daily, weekly, or monthly, you can choose to do so in “Schedule Imports.” Once the initial download is complete, you’ll receive a summary of your campaign information.

Import your Google Ads campaigns into Microsoft Advertising

But keep in mind that certain campaign specifications are different across Google Ads and Microsoft Advertising. Microsoft Advertising will alert you about any Google Ads data that was skipped, modified, or needs to be addressed after the import. Before pushing your Microsoft Advertising campaign live, make sure you account for the differences between the platforms and update accordingly.

2. Optimize Your Ad and Landing Page Experiences to Increase Quality Score

Importing your most successful campaigns from Google Ads is a good starting point to developing a successful Microsoft Advertising strategy. But to get the best possible results, you need to continually monitor your results and refine your ads and landing page experiences.

Microsoft Ads’ Quality Score offers a good starting point for you to understand which ad groups need work. The Quality Score is a 1-10 figure that’s factored by your expected click-through rate, ad relevance, and landing page experience. A low Quality Score means that your competitors’ campaigns are performing better than yours in the marketplace. This can result in their ads showing more often and more prominently on the search engine results page.

The effect of raising your Quality Score is twofold: you will not only improve the quality and quantity of your ad placements within Microsoft Search Network, but you will also increase the ROI you generate.

Below are some tips to consider to raise your Quality Score, increase your click-through rate, and drive more conversions:

  • Increase relevance by including a strong keyword in the first line of your ad or title.
  • Address your customers directly by using “you” or “your” in your ads.
  • Describe differentiators that set your product apart in the marketplace.
  • Use your customers’ language. Tap into the voice of your customer through keyword research tools, website search bar queries, and conversation intelligence solutions to learn what they’re looking for and how they talk about it.
  • The clearer and more specific your offering, the better. For example, rather than “big savings,” use an exact percentage, such as “25% off.”
  • Offer a specific call to action (CTA) in your description, such as encouraging customers to request a demo, download a free ebook, subscribe to a newsletter, or take advantage of a limited-time offer or discount.
  • Continually test CTAs to determine which resonate the most with your audience.
  • Create multiple ads in an ad group, test which work best, and refine.
  • Closely monitor the bounce rate on your landing pages and use heatmaps or behavior analytics tools to detect and correct issues harming online conversion rates.

Microsoft Ad with second-person language, a specific savings amount, and a clear call to action

Microsoft Ad with second-person language, a competitive differentiator, and a clear call to action

Microsoft Ad with second-person language, a specific savings amount, and a clear call to action

3. Work Smarter With Artificial Intelligence

As a digital marketer, you’re likely managing multiple ad campaigns across a variety of channels, such as Google Ads, Microsoft Advertising, display, Facebook, LinkedIn, Twitter, and more. Manually adjusting your bid allocations and targeting for each individual campaign and ad group can feel like an insurmountable task. To solve this problem and help you drive better results at scale, Microsoft Advertising provides AI and machine learning capabilities.

Microsoft Advertising’s AI capabilities can help you save time and optimize performance by automating bidding decisions. Depending on the goal of your campaign, you can choose a bidding strategy for the AI to carry out. For instance, you can select “Maximize Clicks,” which automatically makes bidding optimizations to get you as many clicks as possible. Or, you could choose “Target CPA,” which helps you get as many conversions as possible within your target cost per acquisition. Check out the full list of bidding strategy options here.

In addition to its automated bidding capabilities, Microsoft Advertising uses AI to analyze user behavior and determine the best places within the Microsoft Network to reach them. AI can also help you deliver personalized products, content, and offers by classifying consumers into intent and profile segments. After users engage with your ad, the AI can predict the next best actions to deliver even more targeted content to them.

4. Optimize for the Ads Driving the Most Conversions — Online and Over the Phone

Microsoft Advertising provides all the data you need to track and optimize your ads for online conversions. But you aren’t able to see how many consumers call by clicking on your ads and make a purchase over the phone. This is a critical blind spot — without this data, you’re likely underreporting your campaign ROI. You also may be missing out on optimization opportunities and revenue.

Conversation intelligence solutions like DialogTech can help. They use call tracking and analytics technology to attribute each call from Bing, Yahoo, AOL, and other Microsoft Network sites to the campaign, ad, keyword, and webpage that drove it. They capture the Microsoft Advertising click ID as well as the caller ID to identify the caller and use AI to analyze the phone conversations to automatically detect if the call was answered, if it was a sales lead, the caller’s lead value, the conversion outcome, and more. You can then activate that call value data at the keyword level in Microsoft Advertising to accurately measure ROI and fuel smarter optimizations to drive more conversions and customers at scale.

Sample Report: Push DialogTech conversation intelligence data into Microsoft Advertising

You can use this data to optimize your bidding strategy to drive more call conversions. To illustrate, let’s say you’re running two different digital ad campaigns: Campaign A and Campaign B. Campaign A drove 60 online leads while Campaign B drove 50. Based on this data, you would allocate more spend to Campaign A.

However, when you push DialogTech data into Microsoft Advertising, you see that Campaign B is actually the top-performer — it’s driving 95 total conversions (online + phone calls), while Campaign A is only driving 70 (online + phone calls).

With insights from those phone conversations, you discover a myriad of other reasons why Campaign B is the better campaign:

  • Campaign B is driving more callers who purchase your most expensive products or service packages than Campaign A\
  • Campaign B is driving more first-time callers than Campaign A, increasing your customer base
  • Campaign A is driving more callers looking to return items, cancel memberships, or dispute billing

With this data, you can allocate your spend more efficiently and drive more revenue and conversions. And you don’t have to make these optimizations manually — you can use DialogTech call data to inform Microsoft Advertising’s automated bid strategies feature so that its AI can make smarter optimizations on your behalf.

When companies use call tracking and analytics technology to attribute calls from Microsoft Advertising, what kind of returns do they see? When digital agency Seer Interactive used DialogTech to track calls driven by Microsoft Advertising, they were able to attribute 24% more revenue from SEM calls while driving a 32% increase in both ROAS and revenue from paid search for their client Greg Smith Equipment.

Want to drive big digital marketing results in 2021? Download this Forrester analyst report and learn why connecting digital to phone calls is critical for your success.

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5. Detect and Correct Issues Impacting Call Conversion Rates

While you may be driving high-quality phone leads from your Microsoft Ads campaigns, this means nothing if your agents and locations aren’t converting them to customers. Leaving the call experience up to chance can be costly to your ROI — that’s why leading marketers are taking control with conversation intelligence solutions.

With conversation intelligence, you can use AI to analyze phone conversations and track agent and location performance. With these conversation intelligence insights, you can see which agents and locations are underperforming and failing to convert the phone leads you’re driving from Microsoft Advertising. You can then drill into the recordings and transcriptions to understand the issue and use the transcripts as coaching tools to increase conversions on calls driven by your ads.

You can also use these reports to see if there are campaign or call routing issues impacting call quality. For instance, if you discover certain campaigns running after business hours, you could adjust your scheduling. If missed calls are happening when a location is open, look at the volume of calls you are driving at those times. Are you sending them more than they can handle? If so, pull back on spend during those times. But if not, you can work with location managers or franchise owners to ensure the location is properly staffed and makes answering a priority. If one Microsoft Advertising campaign drives most of your conversions, you can use DialogTech to prioritize those calls so they are always answered first, reducing the risk that they hang up after being on hold too long.

Sample DialogTech report of location and agent performance over the phone

6. Retarget Unconverted Phone Leads With the Right Messaging

The consumer journey doesn’t stop after a phone call is placed — and neither should your ad targeting. But you need to retarget prospects with the right messaging to earn their business — 73% of customers expect companies to understand their needs. If your call channel is a blind spot, this can be a difficult task.

With a conversation intelligence solution, you can understand exactly what happened on each call consumers placed to your business — if the call was answered, what was said, what products or services were discussed, if the caller expressed urgency, and if they converted to a customer. You can use these insights from conversations to retarget callers with the right ads that align with their past interactions and needs.

Let’s use the example of an insurance company. If someone called and inquired about auto insurance but didn’t convert, you could retarget them with a paid search ad that offers a new customer discount. Conversely, if they did convert, you could retarget them with ads promoting your auto and home insurance bundle. You can display these retargeting ads across the Microsoft Audience Network, which includes MSN, Microsoft Outlook, Microsoft Edge, and other partners. If there are no additional insurance options for them to bundle, you could exclude them from seeing future ads to avoid wasting spend.

You can also use call data to replicate your success. To do this, take your most valuable callers — those who purchased your top-tier products or services over the phone — and use them to build lookalike audiences that are likely to do the same.

Additional Resources

Want to learn more about how you can use call tracking and analytics to drive more revenue from your paid search ads? Check out these resources:

Want to learn more paid search best practices? Download our ebook, Driving Appointment Calls From Paid Search After COVID-19.

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