Microsoft Ads announced today in an email to advertisers that it is combining ad distribution options and will no longer offer ‘search partners only‘ as an ad distribution option.
Most advertisers on Microsoft’s network advertise to all search networks by default and for them, this announcement is a non-event.
For advertisers and agencies like us, that do utilize the Search Partners Only option, Microsoft clarified that it is “removing this option for everyone who doesn’t use it. However, it will still be available for advertisers who use it today.’
Previous Ad Distribution options in Microsoft Ads:
( ) All search networks (Bing, AOL, and Yahoo search and syndicated partners) This option includes native ads in Bing
( ) Bing, AOL, and Yahoo search (owned and operated) only This option includes native ads in Bing and only applies to websites in certain locations
( ) Bing, AOL, and Yahoo syndicated search partners only This option only applies to websites in certain locations
New Ad Distribution options in Microsoft Ads:
( ) The entire Microsoft network (recommended). This option includes Microsoft sites and additional partner traffic for extended reach and lower cost-per-click.
( ) Microsoft sites and select traffic. This option includes Microsoft sites and select partner traffic with performance and conversion rates similar to Microsoft Bing’s.
The domains included in the Microsoft sites and select partner traffic ad distribution setting are:
- Microsoft sites, such as Bing, MSN, and Outlook.com
- Select partner websites with performance and conversion rates similar to Microsoft Bing’s.
Select partner domains are chosen based on a number of factors, including:
- The quality of the traffic
- The relevance of the content
- The performance of the ads
Microsoft Ads uses machine learning to continuously update the list of domains included in this setting. This ensures that you are only getting the best possible results from your advertising campaigns.
If you are not sure whether your website is included in this setting, you can check your Microsoft Ads account. To do this, follow these steps:
- Sign in to your Microsoft Ads account.
- Click on the “Campaigns” tab.
- Select the campaign that you want to check.
- Click on the “Settings” tab.
- Under “Ad distribution,” you will see the option for “Microsoft sites and select partner traffic.”
If this option is selected, then your ads will be eligible to show on the domains included in this setting.
If you have any questions about this setting, you can contact Microsoft Ads support.
Microsoft Sites and Select Traffic includes websites that are owned and operated by Microsoft, as well as websites that have been selected by Microsoft based on their performance and conversion rates. These websites are typically high-quality websites that have a good reputation and a history of driving conversions.
Sites that are in Microsoft Sites and Select Traffic that are not included in The Entire Microsoft Network
- Yahoo
- AOL
- Baidu
- Yandex
- DuckDuckGo
These websites are not owned and operated by Microsoft, but they have been selected by Microsoft as part of the Microsoft Sites and Select Traffic program. This program allows Microsoft to reach a wider audience with its advertising, and it also allows Microsoft to partner with high-quality websites that have a good reputation and a history of driving conversions.
If you are using the Microsoft Sites and Select Traffic ad distribution setting, your ads may appear on any of the included domains. However, your ads are more likely to appear on Microsoft sites and on partner websites that have a good match with your keywords and targeting settings.
Here are some of the benefits of using the Microsoft Sites and Select Traffic ad distribution setting:
- Reach a wider audience: By including Microsoft Sites and Select Traffic in your ad distribution, you can reach a wider audience than if you only advertise on Microsoft sites.
- Get lower cost-per-clicks: Ads that are shown on Microsoft Sites and Select Traffic typically have lower cost-per-clicks than ads that are shown on other search engines.
- Get better performance: Ads that are shown on Microsoft Sites and Select Traffic typically have better performance than ads that are shown on other search engines. This is because the included domains have a good reputation and a history of driving conversions.
Think About Your SEM Goals When Selecting The Right Option For You
If your goal is to expand your reach, achieve lower cost-per-clicks, and improve overall performance, the Microsoft Sites and Select Traffic ad distribution setting presents a compelling option for your advertising strategy.
However, it is crucial to recognize that the websites included in the Microsoft Sites and Select Traffic category may exhibit varying levels of quality in terms of their traffic. It is highly recommended to closely monitor the results of your campaigns and make necessary adjustments to your targeting settings in order to optimize performance effectively.
