Overview -
Microsoft Advertising (formerly Bing Ads) is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users, it provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos. This integration aims to improve advertising outcomes by using the power of a popular social media platform,. It enables enhanced campaign targeting, personalization, and optimized advertising returns. The key features of the integration include -
Custom Audience Sync: Segments can be pushed as a custom audience to the Microsoft ad platform. This approach enhances targeting and retargeting efforts, ensuring ads reach the most relevant audience.
Data Integration: The integration allows seamless transfer of data (historical spend, clicks, impressions, etc.) to the attribution and MMM modules. This process is crucial for tracking and analyzing the effectiveness of advertising campaigns and also for creating integrated MMM models.
Campaign Performance Insights: Users have the advantage of accessing their Microsoft Ads campaign performance data directly within the Attribution dashboard. This feature provides valuable insights and analytics, making it easier to measure the success of campaigns and make data-driven decisions.
Use Cases
Expand advertising reach on Microsoft/ Bing
By seamlessly synchronizing audience data from Lifesight to Microsoft Ad Audiences, you can create targeted advertising campaigns that reach a more relevant audience and increase brand exposure on the platform.
Enhance campaign targeting and personalization
You can create custom audience segments based on demographics, user behavior, or preferences captured in Lifesight and deliver personalized ad experiences to these specific segments. This will increase engagement, drive conversion, and maximize campaign effectiveness.
Optimize advertising ROI through data-driven insights
By analyzing the performance data of Microsoft Ads in Lifesight Attribution and MMM, you can make data-driven decisions to optimize your campaigns, allocate budgets effectively, and achieve a higher return on investment.
Integrating Microsoft Ads on your workspace
Navigate to the Integrations tab, in the left-hand menu bar.
In the search field, type in "Microsoft Ads" to locate the integration for this application.
Click on the Microsoft ads tile and click on the "Connect" button to begin the integration process.
You will be redirected to log into your Microsoft account and allow access to certain scopes.
Once you have successfully logged in, the status of the integration will change to ‘partial’ on the Integration page.
Click on the Microsoft Ads tile and select the account you want to use with the workspace. (Currently, it is not possible to change the selection without the Lifesight support team’s intervention.)
The status will get changed to ‘Active’ and the ad data from the designated account will be available in the Attribution dashboard for unified reporting.