MICROSOFT ADVERTISING

GET THE MOST OUT OF YOUR SEM DASHBOARDS BY ADDING DATA FROM THE MICROSOFT ADVERTISING API

Harmonize and integrate all your data from the Microsoft Advertising API and other sources with our ETL tool. Thanks to API connectivity, all your data available can be available in one central reporting hub.

Microsoft Advertising API

WHAT IS MICROSOFT ADVERTISING / BING ADS?

Searches on Google currently account for more than 90% of all search queries.

This makes Google the undisputed leader in the search engine market.

Though, this also presents a number of disadvantages. A very large number of advertisers are already active on Google’s advertising ecosystem. Therefore, this means that competition and click prizes can be high. Therefore, the advertising budget required to reach all potential customers is increasing.

But what about the rest of the pie? Is there a way to reach these users with ads as well when they’re searching for products?

The answer is yes.

Almost all other major search engines, besides Yandex and Baidu, can be targeted by using Microsoft’s powerful advertising tool.

Microsoft Advertising is Microsoft’s self-service solution to run ads on Microsoft’s search engine Bing and several other search engines.

One of Bing’s biggest advantages? It is used as the default search engine on almost all Windows computers. This means that Bing search will always make up a certain proportion of overall queries in the not too distant future.

Other search engines that can be targeted via the Microsoft Advertising platform include duckduckgo, Yahoo Search, ecosia or AOL.

By combining Microsoft Advertising’s ability to reach smaller search engines to Google’s mass reach, advertisers can complete their search engine marketing mix. Brands, e-commerce sites and agencies can promote their businesses to anyone actively looking for their product. Not just on Google.

In addition, advertisers who are already running ads on Google do not have to spend too much time creating a new Bing ads setup. Microsoft Advertising provides seamless functionality to easily synchronize setups between the two systems.

This visualization has been embedded directly from Adverity Insights

Bing Ads and Adverity

WHAT IS THE MICROSOFT ADVERTISING / BING ADS API?

The Microsoft Advertising API allows tools, like Adverity Datatap, to directly communicate with Microsoft Advertising. This makes it possible to query certain datasets on a regular basis. No more regular work is required to keep an eye on your favorite metrics.

Adverity Datatap is equipped with the latest Microsoft Advertising API and its connection is regularly maintained by us. Use the API connector in our ETL platform to connect, clean and normalize data from Microsoft Advertising in order to improve the quality of your data.

MICROSOFT ADVERTISING / BING ADS AND LINKEDIN DATA

By acquiring LinkedIn in 2016, Microsoft planned to expand its advertising functionality for its users.
In 2018, Microsoft finally bridged the gap and brought LinkedIn data to Bing Ads.

SEM Managers are provided with the possibility to target users, based on the following criteria:

  • Industry
  • Job Title
  • Company

This means that advertisers can either increase bids for these segments or limit their ads exclusively to those segments.
For many B2B marketers, the LinkedIn integration was a revolutionary new way to reach their target audiences across channels.

This visualization has been embedded directly from Adverity Insights

BENEFITS OF USING THE MICROSOFT ADVERTISING API

performance metrics

By using the Microsoft Advertising API connector, advertisers can add relevant performance metrics to their search engine marketing reporting stack.

Performance metrics, clicks

Performance metrics such as clicks, conversions or more detailed metrics, such as quality score components or lost impression share, can be queried automatically.

Customer intelligence solution

By combining Microsoft Advertising data with performance metrics from our Google Ads or Connector, users can stay up-to-date with their entire search engine marketing data.

no manual work

No manual work is required to retrieve relevant data on a regular basis. After an initial setup, the integration process is fully automated. In addition, analysts and campaign managers can create compelling visualizations from – normally hard-to-retrieve – marketing data.

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