What is Microsoft Advertising?
Almost all major search engines, apart from the largest one, can be targeted by using Microsoft’s powerful advertising tool.
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 including Microsoft Advertising and counting on its ability to reach smaller search engines, advertisers can complete their search engine marketing mix. Brands, eCommerce sites and agencies can promote their businesses to anyone actively looking for their product.
What is the Microsoft Advertising (Bing Ads) API?
The Microsoft Advertising API allows tools like Adverity 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 is equipped with the latest Microsoft Advertising API and its connection is regularly maintained by us. Use the API connector in our Intelligent marketing analytics platform to connect, clean and normalize data from Microsoft Advertising in order to improve the quality of your data and the results of your advertising campaigns on this ad platform.
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:
- Job Title
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.
Benefits of using data from Microsoft Advertising in Adverity
By using the Microsoft Advertising API connector, advertisers can add relevant performance metrics to their search engine marketing reporting stack.
Performance metrics such as clicks, conversions or more detailed metrics, such as quality score components or lost impression share, can be queried automatically.
By combining Microsoft Advertising data with performance metrics from Google Ads or other ad platforms, users can stay up-to-date with their entire search engine marketing data.
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.