Understanding Microsoft's Audience Network: A Comparative Study with Google's Broad Match

Microsoft's Audience Network is an advertising tool similar to Google's Broad match, which utilizes Microsoft's first-party properties like MSN and Outlook. It benefits from exclusive signals not available to advertisers. When you have sufficient conversion data, ideally 30 conversions in 30 days, your budget and creative will gain access to more consumer intelligence than if you opt out of those placements. This enhanced intelligence can lead to more effective ad targeting and potentially better advertising results.

You should consider using Microsoft's Audience Network placements if you have a substantial amount of conversion data, specifically 30 conversions in 30 days. With this data, you can tap into additional consumer intelligence that can improve the performance of your ads. If you don't have enough conversions, it may not be beneficial to use these placements as they work best with a solid data foundation.

In an ideal scenario, you should separate the audience network from search campaigns to set specific goals tailored to their unique mechanics. This allows you to optimize each campaign type effectively based on the different data and performance metrics they provide, leading to more targeted strategies and potentially better outcomes.