The advertising world is on the brink of transformative change as we transition into a cookieless future. For marketers, this evolution necessitates adopting strategies that prioritise privacy, leverage first-party data, and harness audience intelligence in innovative ways.
But let’s pause for a moment—what comes to mind when you think about Microsoft Advertising? If your immediate thought is Bing, you’re not alone.
That perception fails to completely capture the scope of what Microsoft Advertising offers. While Bing remains an integral part of our ecosystem, it’s just the beginning. Beyond search, Microsoft Advertising is a gateway to a full-funnel advertising solution, powered by billions of data points across a trusted, unified ecosystem.
Why a Full-Funnel Strategy Matters Now More Than Ever
As third-party cookies fade, relying solely on lower-funnel channels, like search, simply isn’t enough. Today’s successful marketers understand the importance of nurturing demand at every stage of the customer journey. A full-funnel approach helps you drive awareness, engage with intent-driven audiences, and convert that intent into meaningful actions.
Microsoft Advertising’s audience solutions are designed to do exactly that. By combining:
- Massive reach across diverse platforms like Bing, MSN, Outlook, Microsoft Edge, and LinkedIn.
- First-party data insights that include search intent, professional signals, and web activity.
- Advanced audience targeting through machine learning, our campaigns meet audiences where they are—whether they’re working, shopping, or relaxing.
Turning Data into Action
Microsoft Advertising’s unique first-party data provides unparalleled insights into your audience:
- Search intent: Discover what people are actively searching for.
- Browser behavior: Connect with users as they explore content on Microsoft Edge, now the second-largest browser worldwide.
- LinkedIn professional signals: Pinpoint B2B audiences with unmatched precision. These insights allow for smarter, more tailored targeting, all while respecting privacy and maintaining transparency.
Beyond Search: Expanding Your Audience Reach
Chances are, you’re already running upper-funnel campaigns—investing in platforms to build awareness and reach your audience before they’re ready to convert. But here’s a question: have you tested these campaigns on Microsoft Advertising? If not, why not?
With Microsoft Advertising, you have access to a premium ecosystem that combines massive reach, rich first-party data, and powerful audience intelligence. It’s an opportunity to expand your impact—while keeping your campaigns in brand-safe, transparent environments trusted by over 1 billion users1.
Here’s the truth: you’ll never know the full potential of your upper-funnel strategy if you don’t test. What’s to lose? Building Microsoft Advertising into your testing plans could be the competitive edge you’ve been looking for. Advertisers who’ve taken the leap are already seeing boosted engagement and conversions—so don’t risk falling behind.
Here’s what sets us apart:
- Brand safety: Comprehensive protections verified by IAS your ads appear in high-quality, trusted environments2.
- High engagement: Our audience ads deliver measurable results:
- Users are 3x more likely to search for your brand3,
- 4x more likely to visit your site3, and
- 6x more likely to convert3.
- Cost efficiency: With CPM pricing based on viewable impressions, you only pay for ads that are actually seen.
Plus, to get started you can easily Import your campaigns over from Google, Meta and Pinterest – in less than 2 minutes.
What Microsoft Advertising Offers
Beyond traditional search campaigns, Microsoft Advertising provides a suite of audience-focused solutions. These include:
- Video & CTV: Streaming platforms like Netflix, Max, Hulu, Roku – as well as sites like MSN, People, WSJ.
- Image Campaigns: Static display banner ads to engage across MSN, Edge, Outlook, and more.
- Feed Campaigns: the most low funnel campaign of our offering, which allows you to expand your shopping feed to display & native placements. We’ve found these tend to perform similarly to dynamic remarketing, making them an obvious choice for driving more incremental last-click conversions
Get Future-Ready Now
Navigating the cookieless future doesn’t mean compromising scale, quality, or performance. Microsoft Advertising’s ecosystem connects you with over 1 billion1 users across trusted platforms where people engage every day. Whether they’re searching for answers, checking email, or catching up on news, your audience is within reach.
Ready to take your advertising to the next level? If you’re running Display or upper funnel activity on other platforms, isn’t it time to test Microsoft Advertising?
References
[1] Microsoft internal data, FY24
[2] Microsoft Internal Data, October 2023. Results may vary for each advertiser based on campaign settings, targeted audiences, and other factors. Lift metrics represent an average of all advertisers with completed lift studies to date. These advertisers may be a non-representative sample of all advertisers on the marketplace. Lift measured between exposed users and a control group of eligible unexposed users, with lift represented on a per-user basis. Average user count per advertiser study = 1.6M. Compared to users who were not exposed.
[3] IAS, September 2020
