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Microsoft Advertising in Marketing Mix Modeling (MMM)
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Written by Konsta Mustasilta
Updated over a week ago

Introduction to Microsoft Advertising

Microsoft Advertising is a digital advertising platform that enables businesses to connect with their target audiences across a variety of channels and devices. The platform offers a range of advertising solutions, including search ads, display ads, video ads, and native ads, allowing advertisers to reach consumers at different stages of their purchasing journey.

Key features of Microsoft Advertising include targeting options, such as demographic targeting, location targeting, and remarketing, which help advertisers reach their desired audience. The platform also provides analytics and reporting tools to track campaign performance and optimize ad spend effectively.

One of the unique advantages of Microsoft Advertising is its integration with Microsoft's ecosystem, including Bing, LinkedIn, and Microsoft Edge, providing access to a diverse set of users and valuable audience insights. Additionally, Microsoft Advertising offers AI-powered capabilities, such as automated bidding and ad recommendations, to streamline campaign management and improve ad performance.

Ad Formats in Microsoft Advertising

Microsoft Advertising offers a variety of ad formats to suit different marketing objectives and engage audiences across its network of channels. Some of the key ad formats available include:

  1. Search Ads: These text ads appear alongside search results on Bing and other Microsoft partner sites, targeting users based on their search queries and keywords.

  2. Display Ads: Display ads include static or dynamic images, interactive multimedia, or rich media formats and can be displayed on websites within the Microsoft Audience Network, reaching audiences across desktop and mobile devices.

  3. Video Ads: Video ads allow advertisers to showcase their products or services through engaging video content on platforms like Bing, Microsoft Audience Network, and LinkedIn.

  4. Shopping Ads: These ads feature product images, prices, and other relevant information and appear on Bing search results pages when users search for specific products.

  5. Native Ads: Native ads seamlessly blend into the content of websites and apps, providing a non-disruptive advertising experience. These ads can appear in the form of sponsored articles, recommended content, or in-feed ads.

  6. Dynamic Search Ads: Dynamic Search Ads automatically generate ad headlines and landing pages based on website content, allowing advertisers to dynamically target relevant search queries without the need for extensive keyword lists.

  7. App Install Ads: These ads promote mobile apps and encourage users to install them directly from app stores like the Microsoft Store, Google Play Store, or Apple App Store.

  8. Audience Ads: Audience Ads target specific audience segments based on demographic, behavioral, or intent-based criteria, allowing advertisers to reach relevant users across Microsoft's network of properties.

Data specifications for Microsoft Advertising in Sellforte Marketing Mix Modeling

This section includes standard dimensions and metrics for Microsoft Advertising in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended

1. Global

Dimensions

Metrics

Date

Account ID

Account name

Campaign ID

Campaign name

Currency code

Cost

Impressions

Clicks

Conversions

Revenue

Return on ad spend (ROAS)

All conversions

All revenue

Impression share %

Exact match impression share (%)

Available impressions

Impressions lost to budget

Impressions lost to rank (aggregated)

2. Global - Additional dimensions

Dimensions

Metrics

Date

Account ID

Account name

Campaign ID

Campaign name

Ad group ID

Ad group name

Ad group labels

Bid strategy type

Bidded match type

Delivered match type

Currency code

Cost

Impressions

Clicks

Conversions

Revenue

Return on ad spend (ROAS)

All conversions

All revenue

3. Country-specific (optional, for multinational companies)

Dimensions

Metrics

Date

Account ID

Account name

Campaign ID

Campaign name

Visitor country

Currency code

Cost

Impressions

Clicks

Conversions

Revenue

Return on ad spend (ROAS)

All conversions

All revenue

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