This document provides an agenda and overview for a Microsoft Advertising bootcamp. The bootcamp will cover the Microsoft Advertising platform including the user interface, differences from Google Ads, remarketing, and shopping campaigns. The agenda includes introductions to Microsoft Advertising, a recap of the UI and differences from Google, a refreshment break, sessions on universal event tracking/remarketing and shopping campaigns, and a survey. The document outlines the learning objectives for the sessions which are to describe the Microsoft Advertising audience, leverage the UI and reporting, execute a Google import and key differences, and articulate the benefits of remarketing and shopping campaigns. It also includes summaries of the Microsoft Advertising platform, how

1. Microsoft Advertising
Bootcamp
Monica Orsino
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING

2. The Microsoft mission:
To empower every person
and every organization on
the planet to achieve more.

3. Inclusion

4. Objectives
• Describe the Microsoft Advertising Audience
• Efficiently leverage UI & Reporting
• Execute Google Import & Describe Key
differences between Google and Microsoft
Advertising
• Articulate the benefits of implementing
Remarketing & Shopping Campaigns with
Microsoft Advertising

5. Agenda
09:15 Arrive
09:45 Microsoft Advertising Intro
10:10
Bing Ads UI and Quick Tips Recap, Google vs Bing (Inc. Google
Import)
11:05 Refreshment break
11:20 UET/Remarketing & Microsoft Advertising Shopping Campaigns
12:20 Survey, Next Steps
12:30 Finish

6. Why Microsoft
Advertising?
Sophie Sarin,
Account Manager, Sales
Microsoft Search Advertising

7. PLAY VIDEO

8. Our Principles
Anonymize & protect
customer data
Don’t export
customer data
Aggregated data
in targeting
Restrict bias in
targeting groups
Brand-safe advertising
environments
Transparency & controls
for advertisers

9. Reaching
Audiences with
Microsoft
Advertising

10. Audience Marketing
Solutions
Audience Targeting on search
AI Powered Solutions
Microsoft Audience Network
Retail Solutions

11. We bring you more connections.
1. comScore Search (custom), June 2019
Microsoft
Audience
Network2
Microsoft
Search
Network1
We reach over
half a billion
people worldwide
2. comScore, Microsoft Audience Platform Report, April 2018, U.S. desktop. MSN and Outlook.com: 12% of audience is age 2-17. Numbers are rounded to the nearest percentage point.

12. Global Search Share
comScore qSearch (custom), June 2019.
20192015
31% 36%United States
United Kingdom 17% 22%
France 11% 16%
Canada 15% 22%
Australia 11% 15%
Germany 7% 24%

13. We reach people across
devices & platforms
Data source: Microsoft internal data, March 2019.
825MWindows 10 devices
globally, with Bing
search built in

14. Growth on mobile
Internal data, EMEA August 2019
.
Partnerships
Grow our mobile volume
through syndication and
distribution partners
Ad quality &
ad products
Improving relevance
and creating new mobile
ad products
First-party apps
Grow our presence on iOS
and Android through the
development of first-party
apps –Edge, Cortana and
Bing App.
increase in
mobile clicks6%
of the Microsoft
Search Network
search volume is
mobile
33%
Of mobile clicks
is coming from
syndication
67%

15. 39%
hold a university
degree or higher
11%
is in the top earning
bracket
A diverse audience on the Microsoft Search Network
57/43
Men and Women
59%
are under the age
of 45
Source: GlobalWebIndex Q1 2018 Europe online audience who visited Microsoft Search Netowrk via any device

16. Microsoft Advertising
Partner Network
Select partners, carefully vetted to
bring you quality traffic
Outlook
Microsoft Edge
Microsoft
Search Network
Syndication
Search Partners
O&O

17. Searchers only on the Microsoft
Search Network
1. Microsoft internal data, U.S., August 2019
of clicks come from
searches that are unique
to the Microsoft Search
Network1
31%
of monthly searches on the
Microsoft Search Network
are new search queries1
18%

18. Microsoft Audience Network: Placements are currently on
premium O&O inventory like MSN, Outlook, Microsoft Edge*
*Search workflow is currently live on high quality syndication partners in addition to O&O.
Feed based ads
Imaged-based ads, via
image extensions or direct
upload of image and ad copy
Text only
Outlook ad

19. Search Lift Analysis- better results
1. Jan – Mar 2019; Exposed vs. Control lifts for both clicks and searches per user; Searches based on ad flag for selected advertiser and
other advertisers in that vertical
Lift in searches
post-exposure1
Lift in clicks
post-exposure1
Microsoft
Audience
Network
Microsoft
Search
Network
+37%
+47%

20. Microsoft Audience Ads
“As a team, we focus on being market
leaders and embracing innovation
when it comes to reaching our
customers. As an example, GoCompare
was one of the first advertisers in EMEA
to test Audience Ads giving us access
to new audiences and additional
volume that drove performance.”
David Grenfell
PPC Manager
GoCompare
Lower target CPA30%
Right
Audience
8m
GoCompare saw 8
million incremental
impressions per month

21. Creating Smarter Customer Journeys
Right Audience Right Message Right Technology
Reach your
ideal customer
Deliver the right
message at the
right time
Increase
performance
and reduce
management

22. Reach your ideal customer
Data from Microsoft Advertising + data from you:
Choose one or multiple dimensions
User intent targeting User profile targeting Location and device
Remarketing
In-market
Audiences
Custom
Audiences*
Product
Audiences*
LinkedIn
Profile
Targeting
(company,
industry, job
function)
Age and
Gender
Targeting
Location
Targeting
Device
Targeting
Unique to the Microsoft
Search NetworkWith more options for targeting
Get your ads in front of the
right audience at the right time
Similar
Audiences*
Right
Audience
* In pilot

23. Increase Performance,
Reduce Management
AUTOMATED
EXTENSIONS DSA
AUTO
BIDDING*
SHARED
BUDGETS
Optimise ads
dynamically with the
best performing
extensions
Automatically create
ads for keywords
missing from your
campaign
Achieve your bidding goals
with max clicks, conversions
or target CPA
Reallocate budgets in
real time to maximise
clicks
* In pilot
Right
Technology

24. Enhanced
By Insights
Right
Technology

25. Built on trust
Focus on people
Build Business Success
What’s
possible?

27. Questions?

28. Agenda
09:15 Arrive
09:45 Microsoft Advertising Intro
10:10 UI Quick Tips Recap, Google vs Bing (Inc. Google Import)
11:05 Refreshment break
11:20 DSAs and UET/Remarketing
12:20 Survey, Next Steps
12:30 Finish

29. Microsoft
Advertising UI
Quick Tips / Recap
Monica Orsino

30. Has anyone not worked
in the Microsoft
Advertising UI (User
Interface) before?

31. Kahoot
UI Exercise / Activity

32. 33

33. Questions?

34. vs

35. Google Import
Monica Orsino

36. The good news? Soooo much is the same
and easily imported automatically
Campaigns Enhanced CPC Ads
Ad GroupsMerchant Center
Sitelink Extensions
Remarketing
App Extensions
Keywords
Shopping
Maximise Clicks
Call Extensions
Conversion Tracking
Price Extensions
Structured Snippets
Callout Extensions
Target CPAMaximise Conversions
Time and Day Targeting
Device Targeting
Location Targeting
Location Extensions
Demographic Targeting

37. Billing information
Conversion goals (Re-
build)
Remarketing Lists (Re-
build)
Scripts (Copy/Paste)
Ad-group level App, Location
+ Call extensions
Account level App extenstion
Automated rules (Re-
build)
What is NOT imported?
$
DSA Mixed Mode
Campaigns
45-54 Age Group

38. DSA Mixed mode campaigns

39. Demo
User Interface Microsoft Advertising Editor
Microsoft Advertising will not use your Google Ads sign-in
information for any purpose other than the import process.

40. DEMO

41. Import Limits - https://help.ads.microsoft.com/
20,000 campaigns and 3,000 images per import operation

42. What’s
different?
Google
Import

44. Audiences

45. Import Top
Tips
Maximum
RLSA
lookback
window =
540 days
YesNo
RLSAs
must be
rebuilt in
our
platform
(180 days)

46. Import Top
Tips
Minimum #
users in a
re-
marketing
list to
serve=1000
YesNo Microsoft?
300

47. Import Top
Tips
Has
LinkedIn
Profile
Targeting
Yes No
Layer onto
your
campaigns
as you
import
them

48. The user must be on LinkedIn and Bing
“Target and bid” and exclusions aren’t available for Search.

49. Import Top
Tips
Has
product
audiences/
dynamic
retargeting
Yes Yes
In pilot in US,
UK, CA, AU, FR
& DE

50. Audiences we don’t have at Microsoft Advertising (UK)
Custom Audiences – Available outside EU, NO and CH
Similar Audiences – US Pilot
Customer Match – US Pilot
Custom Combinations

51. Search Partners
(Syndication)

52. Import Top
Tips
You can
review
Search
performance
by Partner
Yes No
Review
Website
URL report
and
optimise

53. The partner
network represents
16% of all
conversions on the
Microsoft Network.
1. Microsoft internal data, UK clients, all devices, Aug 2018.

54. You can exclude underperforming sites

55. Import Top
Tips
You can
target just
the
Syndicated
/ Search
Network
NoYes

56. Ad Groups>Edit>Other Changes

57. Bidding & Match Types

58. Import Top
Tips
Minimum
Bid = 1p
£0.05 £0.01
Bids <5p
automatically
bumped up

59. Import Top
Tips
You can use
these Bid
Strategies:
Tgt
Outranking
Share, Tgt
ROAS &
Position
Imported as
Enhanced
CPC
Target ROAS
is in US Pilot
YesNo

60. Bid Strategy Type

61. Import Top
Tips
You Can
Use Broad
Match
Negative
Keywords
YesNo
Will be
treated as
phrase
match
when
importing

62. Bid Adjustments we don’t have at Microsoft
Advertising (UK)
• Household income
• Parental status
• Interactions (eg for call extensions and call only ads)

63. Campaign
Management

64. Import Top
Tips
Ad
scheduling
is based
on the
user’s
Time Zone
Yes No
Review Ad
Scheduling
when
booking
cross
border

65. Account Time Zone User time zone

66. Import Top
Tips
You can
target
multiple
languages
in a
campaign
Yes Yes
Unsupported
languages? Your
campaign will
not import:
“Unsupported
target
languages.”

67. Microsoft Advertising supports the following
ad group ad languages:
• English
• Traditional Chinese
• German
• French
• Spanish
• Portuguese
• Italian
• Dutch
• Swedish
• Norwegian
• Danish
• Finnish

68. Ads & Extensions

69. Import Top
Tips
You can
target
Message
Extensions
& Calls only
No Yes

70. Beyond Search

71. Import Top
Tips
Native ads in
3 premium,
brand safe
environments
only
Yes No
You can
import GDN
campaigns

72. Microsoft Audience Ads are
high-quality native placements
Placements are cross-device and include premium sites like MSN, Outlook.com,
Microsoft Edge and other partners, with more to come.
Other partners include MarketWatch and NativeAds.com.
More high-quality publishers and placements to follow from Microsoft and third parties.
Outlook.com Microsoft EdgeMSN

73. Campaign budgets
Keyword bids
Location targeting
&Language
Negative keywords
Network targeting
Ad extensions
Checklist: What to review post
import
$

74. Questions?

75. Break
10 mins

76. Agenda
09:15 Arrive
09:45 Microsoft Advertising Intro
10:10
Bing Ads UI and Quick Tips Recap, Google vs Bing (Inc. Google
Import)
11:05 Refreshment break
11:20 UET/Remarketing & Microsoft Advertising Shopping Campaigns
12:20 Survey, Next Steps
12:30 Finish

77. UET &
Remarketing
Monica Orsino

78. Learning Objectives
▪ Implement/set-up UET
▪ Create Remarketing lists
▪ Understand the benefits of
UET & Remarketing
▪ Optimize your ad copies for
key audiences

79. Driving Better Business
with Universal Event
Tracking (UET)

80. Universal Event Tracking
CODE
UET CODE 3rd party tag
management
solution
Place across every page
on your site

81. Compatible Tag Managers
PAGE
PAGE
PAGE
Tag

82. In-
Market
Audience
E-
Commer
ce
Smart
Pricing
RLSAs
Target
CPA
Maximize
Conversions
Maximize
Clicks
Broad
Match
Maximize
Clicks
GOALS
Automated
Bidding
Product
Audiences
Partner
Network
Hotel
Ads
eCpC
One tag
…to rule them all

83. Set Up
UET Tag
Live Demo

84. UET Tag Helper
Demo

85. Remarketing

86. Remarketing in paid search
YOUR AD
User Your
website
User added in
remarketing list
User
leaves
User searches
on the Microsoft
Network
Your ad
is served
USER RETURNS TO YOUR SITE

87. Getting Started

88. 5 steps to get started with remarketing
1. Tag your website
2. Define your audiences
3. Add lists to ad groups
4. Adjust bids
5. Customize ads and
keywords

89. Identify, segment,
and target users
based on the
specific stage of
the purchase
funnel
Thank you page
Home page
Category page
Product page
Shopping cart
Target by Audience behavior
£1.00
£1.50
£2.00
£6.00
Exclude/-90%

90. Demo
Create RLSA

91. Tag your entire website and mobile site
with Universal Event Tracking tags.
Start and test with Bid Only then move
to Target & Bid for best performing
audiences
Key Takeaways…
Segment your audience into lists
(All Visitors, Cart Abandoners etc.).

92. Questions?
Questions?

93. Activity- 5 mins
▪Select one of your account.
▪Write down 3 things you commit to accomplish
(implement UET, create RLSAs, import Remarketing
campaigns, etc.)
▪Pick a deadline in the near future
▪Send your commitment to your MSFT AM.

94. Agenda
09:15 Arrive
09:45 Microsoft Advertising Intro
10:10
Bing Ads UI and Quick Tips Recap, Google vs Bing (Inc. Google
Import)
11:05 Refreshment break
11:20 UET/Remarketing & Microsoft Advertising Shopping Campaigns
12:20 Survey, Next Steps
12:30 Finish

95. Introducing
Microsoft Shopping
Campaigns

96. Who is managing shopping campaigns on
Google?

97. Microsoft Advertising Shopping Campaigns
Visually engaging ad format
More real estate
Easy setup – Import from Google!
Greater effectiveness

98. Product image
Product title
Price
Store name

99. International
market
expansion
in Europe
GERMANY
UNITED KINGDOM
SPAIN
SWEDEN
AUSTRIA
ITALY
SWITZERLAND
BELGIUM
THE NETHERLANDS
FRANCE
In addition to US,
Canada, Australia

100. Get started
Scenario 1: From Scratch
Advertisers new to Microsoft Product Ads and
Google Shopping Campaigns

101. Get up and running in 4 easy steps
2. Create Store
in Microsoft
Merchant
Center
1. Claim domain in
our Webmaster
Tools
Initial Set Up for Microsoft Shopping Campaigns
3. Upload
product feed
in Merchant
Center
4. Create Shopping
Campaign – or
import your
campaigns from
Google in our
UI
Ongoing management for Shopping Campaigns
1. Claim domain
2. Create store
3. Create feed

102. 3 choices for
verifying the site:
Placement of <meta> tag into default page
2
Placing an XML file on your web server
1
Add CNAME record to DNS
3
Claim your domain in one of 3 ways with Webmaster
Tools

103. Getting started // access the Microsoft
Merchant Center
2. Create store
3. Create feed

104. 2. Create store
3. Create feed
Getting started // create a store in Microsoft Merchant
Center

105. Getting started // overview of Microsoft
Merchant Center
Alerts and news about
your Merchant feed
account.
Manage
catalogue feed
and view
product errors.
See your store
settings.
2. Create store
3. Create feed

107. Getting started // product feed
attributes:
1. Required
2. Recommended 3. Create feed

108. Feeds File
Mandatory Fields:
• ID – Product Unique Identifier
• Title – Product Title
• Link – Direct product landing page URL
• Price – Item price reflected on site
• Description – Detail product description
• Image Link – URL of image (.bmp, .gif, .exif,
.jpg, .png, .tiff, and minimum recommended
size of 220px by 220px
• Brand - Manufacturer
Highly Recommended Fields:
• Product Category – Predefined Product
Categories/taxonomy
• Product Type – Advertiser’s Taxonomy
• Custom Label 0-4 – Custom identifiers for
campaign filters
• Sale Price – Item Sale price on site
• Sale Price Effective Date – Items Sale price
start/end date.
• Condition – New/Used/Refurbished
• MSA Redirect: Redirect URL that overrides the
URL given in the “link” attribute.
• Item Group ID: Used to group items that may
vary by color, material, pattern, or size.
• GTIN – Global Trade Identification Number
• MPN – Manufacturer Product Number

109. Having uploaded your feed you can then create your
shopping campaigns
4. Create campaign

110. Ad Groups within a campaign are ‘targeted’ by creating
product groups defined from the product feed
4. Create campaign

111. Get started
Scenario 2: Already on Google?
Advertisers running Google Shopping Campaigns

112. 3 choices for
verifying the site:
Placement of <meta> tag into default page
2
Placing an XML file on your web server
1
Add CNAME record to DNS
3
Claim your domain in one of 3 ways with Webmaster
Tools

113. Next…Create your store

114. Importing your Catalog and feeds from Google in the
Microsoft Merchant Center

115. And import your shopping campaigns using the
regular import function

116. Get up and running in 4 easy steps
2. Create Store
in Microsoft
Merchant
Center
1. Claim domain in
our Webmaster
Tools
Initial Set Up for Microsoft Shopping Campaigns
3. Upload
product feed
in Merchant
Center
4. Create Shopping
Campaign – or
import your
campaigns from
Google in our
UI
Ongoing management for Shopping Campaigns
1. Claim domain
2. Create store
3. Create feed

117. Catalog
Management:
Optimising your
feed
Jump to end

118. The importance of
Titles & Descriptions
35 / 150

119. Product variant attribute / Item group ID (color, gender, size, material, pattern)
Product category (taxonomy)
Brand / Manufacturer Part Number
GTINs (Global Trade Item Numbers)
Descriptions
Titles
What attributes are used for determining product
relevancy?
Matching & relevance
Matching & relevance
Matching
Matching
Matching
Matching

120. Ensure you have unique titles
L50000037 Black Pendant Light from Microsoft Advertising Academy Shop $69.49
L50000042 Black Pendant Light from Microsoft Advertising Academy Shop $299.99
L50000025 Black Pendant Light from Microsoft Advertising Academy Shop $69.49
L50000013 Black Pendant Light from Microsoft Advertising Academy Shop $159.99
L50000014 Black Pendant Light from Microsoft Advertising Academy Shop $69.49

121. Ad Optimization beyond
Title and Description
Jump to end

122. Core creative elements for a shopping ad-
Image
Show multiple
colors
Show product
in use
High resolution
image

123. Core creative elements for a shopping ad-
Price
Start with
regular price
Add sale price Price competitively
against other ads
$14.99 $14.99 $9.99
$14.99
$10.99 $11.99

124. Core creative elements for a shopping ad-
Enhancements
Use Ad Enhancements/Elements (or ‘Decorations’), such as Merchant
Promotions, Elite Merchant Badges, Product Ratings to increase its effectiveness

125. Utilize custom labels based on performance data or
strategic knowledge…
On Sale
Not on Sale
Collection
Top Seller
Poor Performer
Deal of the Week
i.e. weekly clearance
Top 50 products High/ Low Margin
Control
Experiment
Price Drop
Potential Issues:
• Using as your product structure
• Duplicating products across
campaigns
• Push products that aren’t
converting
If it doesn’t change your bidding practice, don’t label it.

126. Questions?

127. 135

128. Agenda
09:15 Arrive
09:45 Microsoft Advertising Intro
10:10
Bing Ads UI and Quick Tips Recap, Google vs Bing (Inc. Google
Import)
11:05 Refreshment break
11:20 UET/Remarketing & Microsoft Advertising Shopping Campaigns
12:20 Survey, Next Steps
12:30 Finish

129. Totally awesome! Happy/EngagedBored Dissatisfied
Let us know what you think.

130. Survey – (Please)
1. Complete the survey now please
2. Instructor = Monica Orsino
https://aka.ms/MSA386

131. POST CLASS
RESOURCES
POST CLASS
RESOURCES

132. “Great training, but where do
I go for help after today?”
Help! Help!

133. Microsoft Advertising Help
http://bit.ly/bingadshelp
For videos, real-world examples, & how-to articles
when you need them.

134. In UI help
When in the UI click on the symbol or ‘gear’
symbol in the UI to instantly access contextual help.

135. Microsoft Advertising Learning Lab
http://bit.ly/bingadsacad
For on demand online courses for creating and
managing campaigns.

136. http://bit.ly/baprofessional