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Microsoft Advertising, sometimes known as Bing Ads, currently serves as a new advertising platform. Its main role is to enable advertisers to create and manage online advertising campaigns.

Similar to Google Ads, Microsoft Advertising offers various types of advertising campaigns, including text ads in search, display ads, dynamic ads, as well as product page ads. It allows advertisers to target their audience using various criteria and settings, effectively reaching relevant customers.

Benefits of using Microsoft Ads

Expanding online advertising campaigns beyond the Google Ads platform brings many advantages, such as:

  • Expanded partner network:
    Advertisers can reach a wider and more diverse audience, as Microsoft Ads offers the opportunity to display ads not only in the Bing search engine but also on other search portals and networks, such as Yahoo and AOL.

  • Lower competition:
    Unlike Google Ads, Microsoft Ads is not as widespread, indicating an opportunity for less competition and, in some cases, lower advertising costs.

  • Integration with other Microsoft products:
    For advertisers who use other Microsoft products (such as Office 365, LinkedIn), using Microsoft Ads can be advantageous for better integration and synergy in their advertising campaigns.

  • Targeting through demographic data:
    Microsoft Ads enables more precise targeting using demographic data such as age, gender, income level, and other characteristics, which can help better reach the target audience.

  • Specific targeting options:
    In addition to demographic parameters, Microsoft Ads also offers other targeting options such as geographic location, interests, search habits, etc.

  • Support for business goals:
    Microsoft Ads offers various tools and features that can help advertisers achieve their business goals, such as increasing conversions, improving return on investment (ROAS), and others.

List of basic steps for successful Microsoft campaigns:

1. Campaign import

When creating successful campaigns in Microsoft Ads, we generally recommend staying ahead of the competition, which means importing campaigns into this platform as quickly as possible. You can import shopping campaigns from Google Ads or create them directly in Microsoft Ads or in the BlueWinston tool.

2. Keywords

Use automated features and scripts to identify rejected ads and keywords, while adding additional relevant ones. In general, there is a preference for long-tail keywords, but shorter ones should not be neglected either, as they can attract traffic and provide important data for remarketing campaigns.


Strive for the highest possible return on ad spend (ROAS) by utilizing in-market audiences, remarketing, dynamic remarketing, či related audiences. Additionally, it’s essential to review bidding strategies (e.g., target ROAS…) to ensure desired outcomes in the future.

4. Campaign Types

Utilize Microsoft Shopping campaigns or Performance Max campaigns for product advertising. With PMax campaigns, you target all Microsoft networks, allowing you to gain more clicks and conversions.

Let’s automate Product Search and Shopping Ads

Strengthen your advertising efforts with automation! By utilizing automated solutions like BlueWinston, you can effortlessly optimize your product search and shopping ads. Increase efficiency and performance without the hassle of manual adjustments. Let automation take the wheel and watch your campaigns soar.

Offering the best practices for e-commerce merchants:

1. Create Performance MAX Ads
2. Create Product Search Text Ads
3. Create Product Group Text Ads
4. Create Dynamic Product Ads (DSA)

All-in-one through BlueWinston
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Microsoft Ads represents another effective channel that ensures powerful advertising campaigns. Therefore, you shouldn’t wait and launch product campaigns through Microsoft Ads as soon as possible, where, with the opportunity for subsequent exploration of available options and settings, you can maximize their potential in the future.