Lab / Ads Platform Manual

Microsoft Advertising Deployment Manual

Microsoft Advertising complements Google coverage with search scale, audience network placements, and unique LinkedIn profile targeting. Use this manual to align launches with enterprise rigor.

Campaign structure

  • Mirror Google Ads naming and campaign segmentation for parity, but tailor budgets to Microsoft market share.
  • Create separate campaigns for Search, Audience Network, and Shopping. Avoid importing Display-only structures.
  • Adopt naming: [LOB]-[Geo]-[Objective]-[Engine].

Import and sync operations

  • Schedule Google Import with post-import checks (bid strategy compatibility, negative keyword lists, URL parameters).
  • Audit automated rules to ensure budgets, bids, and ad schedules align with Microsoft auction patterns.
  • Use Multi-platform campaigns only when creative parity is required; otherwise manage Microsoft-native optimizations.

Audience enhancements

  • Apply LinkedIn Profile Targeting (company, industry, job function) as bid modifiers on search campaigns.
  • Leverage In-market Audiences and remarketing lists imported via UET.
  • Use dynamic remarketing for Shopping campaigns with product audiences.

Telemetry and measurement

  • Ensure Universal Event Tracking (UET) tag is firing on all key pages; configure conversion goals accordingly.
  • Integrate offline conversions using the Microsoft Advertising API or automated CSV uploads.
  • Map last-touch, assist, and cross-channel contributions in BI dashboards to understand Microsoft’s incrementality.

Optimization cadence

  • Weekly: Review search query reports, adjust negatives, and align ad copy to Microsoft-specific queries.
  • Bi-weekly: Evaluate Audience Network placements; exclude low-quality inventory.
  • Monthly: Compare cost per acquisition vs. Google. Rebalance budgets based on MER.

Pre-launch checklist

  • UET tag validated with Microsoft UET Tag Helper.
  • Conversion goals mapped and imported from Google if applicable.
  • LinkedIn Profile targeting rules approved by stakeholders.
  • Budget pacing reports available to finance and marketing stakeholders.