Microsoft Search puts your text ads on Bing and Microsoft's search partners, for the keywords you choose. It works like Google Search: same kind of ad, same keyword rules. PPCmate builds the campaign on Microsoft for you, so you don't need a Microsoft Advertising account.
At a glance
- Pricing: CPC (you pay per click), with a fixed max CPC of at least $0.08.
- Budget: a daily budget is required, at least $5 a day, plus an end date.
- Creative: a Microsoft Search Ad: 3 headlines and 2-3 descriptions.
- Required targeting: at least one keyword and at least one country.
Setting it up
- Go to Campaigns → New Campaign, choose Microsoft Search Ads and click New Microsoft Search Ad.
- Create the creative with the format Microsoft Search Ad. It has the same fields as a Google Search Ad: Headline 1-3 (required, 30 characters each), Description 1-2 (required, 90 characters) plus an optional Description 3, and optional display paths. A Microsoft campaign only lists Microsoft Search Ads, so if you already have a Google Search Ad, create a Microsoft Search Ad with the same texts.
- Under Targeting, fill in Keywords (one per line; "quotes" for phrase match, [brackets] for exact match) and Location.
- Save. Once it's ready, PPCmate creates the campaign on Microsoft within about 5 minutes. Microsoft then reviews the ad before it serves.
Targeting available
- Location: countries (required), regions, cities and Geo Radius map circles. In each country the most specific places you picked are targeted. With map circles, only the circles are targeted.
- Keywords (required).
- Languages: English, Spanish, German, French, Italian, Portuguese, Russian, Arabic and Chinese.
- Devices: computers, mobile phones and tablets.
Not available on Microsoft Search
- Negative keywords and callouts (these are Google Search only).
- Age and gender targeting.
- Google bid strategies. Microsoft campaigns use your fixed max CPC.
- Postal codes, and the exchange-only settings: pacing, day-parting, frequency caps, inventory and quality lists.
- Conversion tracking isn't available yet. Conversions from Microsoft clicks aren't counted in PPCmate for now. You can keep
{CLICK_ID}in your landing URL so tracking works as soon as it's switched on.
What PPCmate won't send
The same rules as Google apply. PPCmate won't send ads in restricted categories (cryptocurrency, gambling, risky financial products, prescription drugs and pharmacies, adult content, weapons), or links that redirect to a different website.
Status and troubleshooting
Run Campaign Health Check. Its On Microsoft Search item shows "Live on Microsoft", "Not sent to Microsoft yet" with the reasons, or "Microsoft refused the ad" with Microsoft's reasons. Change the headlines, descriptions or landing page, and the new ad is sent within 5 minutes and reviewed again. If a live campaign gets no impressions, the Getting traffic item suggests broader keywords, more locations or a higher CPC.
See also: Google Ads from PPCmate: Search, Display, Demand Gen and PMax and Which ad format should I choose?.