Microsoft Ads' Audience Network is similar to the Google Display Network, but with a key difference: you can't completely opt out without Microsoft's assistance. If you don't have an account representative, you can try support or take certain steps yourself.
Steps to Manage Spend on Microsoft Ads Audience Network
Exclude Unnecessary Placements:
- Navigate to
Reporting > Default Reports > Website URL (publisher). - Review the spend per publisher and exclude low-performing ones.
- Navigate to
Be Cautious with Multimedia Ads and Image Extensions:
- Image extensions make ads stand out but also provide Microsoft Ads with extra assets to create ads on the Audience Network.
- Multimedia Ads are similar to RSAs with photos and often spend money on the Audience Network.
Key Observations
- Adding Multimedia Ads can lead to increased spend on the Audience Network, as evidenced by a client's account where budget was wasted on low-quality placements.
- Microsoft Ads requires ongoing management beyond the initial setup and import.
Conclusion
Effective management of Microsoft Ads involves regular monitoring and adjustments to avoid unnecessary spend, especially on the Audience Network.
