Share This Story, Choose Your Platform!
Although the results from Microsoft Audience Network (MSAN) have improved over the last year, its performance isn’t a sure thing. Use these 10 best practices to iron the kinks out of your MSAN campaigns today.
MSAN has become an integral part of my advertising strategy on Microsoft. Still, I’d been having two polar opposite problems: I either couldn’t get any volume for new MSAN campaigns, or I was getting too much volume with no results. And without many obvious levers to pull — like keywords or audiences — it was hard to know what to do to fix the issues.
After trying to troubleshoot on my own, I reached out to our account executive who connected me with one of the solutions account managers responsible for developing the MSAN product. Based on what he told me and my subsequent testing, I’ve compiled five tips for setting up new campaigns and five for troubleshooting existing ones. These tips apply to both MSAN Shopping and Image campaigns.
Tips for Setting Up New MSAN Campaigns
1. Set a large enough audience size. If your audience size is small — fewer than 10,000 site visitors a month — you may not get enough volume. This is not to say it’s not worth trying; I have several clients with small audience sizes who still see decent returns on MSAN. So test it, but don’t be surprised if the volume is extremely low or non-existent.