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The What, How and Why Behind Microsoft Responsive Search Ad for Event PPC Marketing Campaigns

Learn the what, how and why behind Microsoft’s new beta testing for responsive search ads.

When you think of paid search advertising, there’s a good chance you think of campaigns powered by Google.

But over the last several years, there’s been a challenger in the corner: Microsoft (formerly known as Bing). Like Google, the Microsoft Advertising Platform powers sponsored listings or “ads” for search engine results across the Microsoft Search Network. Businesses bid for ad placement in the results that appear when users search on the Microsoft Search Network, with ads appearing next to non-paid results when people search for a topic related to your business.

Like Google, advertisers only pay when someone clicks an ad. The best way to optimise Microsoft Advertising is by using audience targeting to show your ad to people interested in your services and solutions.

Adding on to these options, in 2018, Bing introduced the Microsoft Audience Network which expanded ad targeting capabilities from only search results to web and apps too – a move designed to capture the whole customer journey.

Now, adding even more options to intice advertisers, just last week Microsoft Advertising announced beta testing for responsive search ads is now available to all advertisers.

What are responsive search ads?

Event organisers and marketers optimise PPC investment by targeting the right audience with the right message at the right time. But it is difficult and time-consuming to work out what message works best and when, and for what audience.

Responsive search ads are an effective way of helping with ad management. They take the guesswork and trial and error out of the equation and simplify the creation and testing of ads. Through intelligent machine learning, the most relevant ad headline and description for each query are displayed – ensuring the right message displays for each search.

Responsive search ads were initially introduced by Google last year, and now Microsoft has thrown their hat into the ring with the latest announcement.

How do responsive search ads work?

Advertisers provide up to 15 headlines and four descriptions. Microsoft suggests making sure all headlines and descriptions work together since the combination of each can be served in any order.

Using the provided content, Microsoft Advertising dynamically and automatically tests different combinations of headlines and descriptions which ultimately identifies the best performing ad combinations based on customers’ searches.

Why use responsive search ads?

For event marketers and organisers, responsive search ads:

  1. Save valuable time by reducing repetitive ad testing – More than 30,000 ad combinations can be generated using a responsive search ad.
  2. Reach the right audience with the right message at the right time – Responsive search ads dynamically adapt to closely match what your target audience is searching for when they are searching for it.
  3. Enhance ad performance – Since ads show in more relevant searches, responsive search ads typically drive higher click-through rates (CTRs) and conversion rates. 

As this option rolls out to all advertisers, there are new opportunities for event organisers and marketers to improve event PPC campaign performance and reduce wasted ad spend.

To learn more about getting the most out of the power of responsive search ads in your event marketing campaign, talk to the Tag Digital team!

What’s more?

Learn how to promote your event to the right audience at the right time, convert them to registered attendees and keep them engaged to ensure they come to the event.

Click HERE to register for our upcoming webinar. Thursday 19th September – 8am PT, 11am ET, 4pm BST.