Pay per Click

Microsoft Introduces New Ways to Target Audiences With Search Ads

Microsoft has new audience targeting solutions combining customer data with new technology to reach customers when they’re ready to buy.

Here is is an overview of the new audience targeting solutions from Microsoft Advertising.

Product Audiences

This new method of audience targeting is designed to boost the performance of shopping campaigns with better conversion rates and lower cost per acquisition (CPA).

Product Audiences creates remarketing lists for specific products in shopping campaigns. Unique product IDs track what a customer interacts with while an ad display matches that product ID.

Microsoft says customers using Product Audiences in a pilot study saw up to double the conversion rate and a 40% lower CPA.

Similar Audiences

This new method of audience targeting is designed to increase conversion rates by finding prospects who are similar to those who already buy from you.

Similar Audiences helps advertisers find new customers who have similar interests to existing customers in the advertisers’ remarketing lists.

Microsoft says advertisers in early pilot studies saw 70% higher conversion rates from Similar Audiences when compared to non-targeted users for the same ads.

These new audience targeting solutions are available now as part of an open beta.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Microsoft Introduces New Ways to Target Audiences With Search Ads How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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