{"id":32954,"date":"2024-12-28T18:59:21","date_gmt":"2024-12-28T16:59:21","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=32954"},"modified":"2025-08-04T11:57:24","modified_gmt":"2025-08-04T08:57:24","slug":"microsoft-audience-network-msan-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/microsoft-audience-network-msan-what-you-need-to-know\/","title":{"rendered":"Microsoft Audience Network: What You Actually Need To Know"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"32954\" class=\"elementor elementor-32954\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div 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i{font-size:var(--marker-size,.5em)}.elementor-toc__list-item-text-wrapper:before{font-size:var(--marker-size,1em)}.elementor-toc--content-ellipsis .elementor-toc__list-item-text{white-space:nowrap;overflow:hidden;text-overflow:ellipsis}.elementor-toc__list-items--collapsible>.elementor-toc__list-wrapper>.elementor-toc__list-item>.elementor-toc__list-wrapper{display:none}.elementor-toc__heading-anchor{position:absolute}.elementor-toc__body .elementor-toc__list-item-text{color:var(--item-text-color);-webkit-text-decoration:var(--item-text-decoration);text-decoration:var(--item-text-decoration);transition-duration:var(--item-text-transition-duration)}.elementor-toc__body .elementor-toc__list-item-text:hover{color:var(--item-text-hover-color);-webkit-text-decoration:var(--item-text-hover-decoration);text-decoration:var(--item-text-hover-decoration)}.elementor-toc__body .elementor-toc__list-item-text.elementor-item-active{color:var(--item-text-active-color);-webkit-text-decoration:var(--item-text-active-decoration);text-decoration:var(--item-text-active-decoration)}ol.elementor-toc__list-wrapper{counter-reset:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item{counter-increment:item}ol.elementor-toc__list-wrapper .elementor-toc__list-item-text-wrapper:before{content:counters(item,\".\") \". \"}<\/style>\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tTable of Contents\t\t\t<\/h4>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__eb0c958\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-down\"><\/i><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__eb0c958\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><i aria-hidden=\"true\" class=\"fas fa-chevron-up\"><\/i><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div id=\"elementor-toc__eb0c958\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<i class=\"elementor-toc__spinner eicon-animation-spin eicon-loading\" aria-hidden=\"true\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h1><b>Microsoft Audience Network:<\/b><\/h1><h1><b> What You Need To Know<\/b><\/h1><p><span style=\"font-weight: 400;\">Marketers, business owners, and those simply interested in advertising rejoice. There\u2019s a new tool in town that can help you take your marketing efforts to the next level; the Microsoft Audience Network, or for those in the know, MSAN.<\/span><\/p><p><span style=\"font-weight: 400;\">People usually prefer to use programmatic offerings such as Google Display Network (GDN), AppNexus, or The Trade Desk when thinking about online advertisements. However, Microsoft\u2019s answer to these big players has been on the scene for a while and is starting to make some noise. From what we can tell, it has the potential to be a major game-changer.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47e41d3 elementor-widget elementor-widget-image\" data-id=\"47e41d3\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"512\" height=\"256\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/what-is-microsoft-graph.png\" class=\"attachment-large size-large wp-image-32958\" alt=\"what is microsoft graph\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/what-is-microsoft-graph.png 512w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/what-is-microsoft-graph-300x150.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e75a92 elementor-widget elementor-widget-text-editor\" data-id=\"7e75a92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The Microsoft Audience Network is an underdog in the advertising universe. This means you will encounter less competition, lower auction prices for better ad placements, and a wide range of potential customers. Plus, it has the backing of one of the world\u2019s largest tech companies.<\/span><\/p><p><span style=\"font-weight: 400;\">If you\u2019re unfamiliar with MSAN, don\u2019t worry; we\u2019re here to give you the scoop. Here\u2019s what you need to know about Microsoft Audience Network and why it just might be the next big thing in online advertising. It\u2019s time to put on your thinking caps, strap in your seatbelts, and get ready to skyrocket your ads into the marketing space!<\/span><\/p><h2><b>What are Microsoft ads?<\/b><\/h2><p><span style=\"font-weight: 400;\">Before diving in, what are Microsoft Ads exactly?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Well, In 2019, Bing Ads transformed into Microsoft ads; this move gave leverage to Microsoft and put it in the spotlight of the marketing world. Microsoft ads use big data and AI automation to create a more effective way for marketers to reach possible clients.<\/span><\/p><p><span style=\"font-weight: 400;\">Like Google Ads or Facebook Ads, MSAN is a native advertising solution that offers advanced audience targeting by utilizing a tool called Microsoft graph (powered by an AI); this creates a broad reach to millions of customers while personalizing ads to each specific user and their needs.<\/span><\/p><p><span style=\"font-weight: 400;\">Think of it like this: when you log into Facebook, the site shows you ads based on your interests and demographics. The same is true for Google; it tracks your search history and shows you relevant ads on other websites (that\u2019s how those \u201cstalkers\u201d always seem to know what you\u2019re thinking about).<\/span><\/p><p><span style=\"font-weight: 400;\">Microsoft graph does this too, but with a twist. Not only does it track your search history, but it also collects information about the apps you use and your interactions with them. So, if you spend a lot of time on LinkedIn, Microsoft knows it and can show you ads that are relevant to your interests.<\/span><\/p><p><span style=\"font-weight: 400;\">This creates a unique opportunity for marketers because they now have the ability to target their ads based on not only demographics but also interests, behaviors, and interactions. And let\u2019s be honest, who doesn\u2019t love a well-targeted ad?<\/span><\/p><p><b>What is Microsoft Graph?\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">If Microsoft were the body, Microsoft graphs would be the blood vessels that connect all the organs. In more specific terms, it is a network of data sets that recognizes popular trends for advertising campaigns. In addition, Microsoft graph connects all of the Microsoft platforms, such as Windows OS, Android, and Office 365.<\/span><\/p><p><span style=\"font-weight: 400;\">To spot these trends, Microsoft graph utilizes the search history, demographics, user activity, and LinkedIn profiles to create an audience network. Using these data sets, Microsoft can show you more relevant ads, which can help you achieve better results for your campaigns.<\/span><\/p><p><span style=\"font-weight: 400;\">In a nutshell, Microsoft Graph is why MSAN has such high potential; it gives marketers the ability to create laser-targeted ad campaigns that reach a wide range of people. When combined with cutting-edge machine learning, Microsoft Graph generates qualitative data to reach more customers, which, as we all know, can lead to more conversions and ROI.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-402ba3d elementor-widget elementor-widget-html\" data-id=\"402ba3d\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\"><span class=\"hs-cta-node hs-cta-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" id=\"hs-cta-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/6962858\/2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6962858\/2d2311b7-3aa5-41bc-b2f9-4ffdd158da36.png\"  alt=\"New call-to-action\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(6962858, '2d2311b7-3aa5-41bc-b2f9-4ffdd158da36', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7c4c40d elementor-widget elementor-widget-text-editor\" data-id=\"7c4c40d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Where are the ads displayed?<\/b><\/p><p><span style=\"font-weight: 400;\">Microsoft has been a significant player in the business world for many years and has a solid basis supporting all of today\u2019s industry\u2019s pillars. For example, Microsoft Bing is the second largest search engine in the world with a 33.4% market share (second to Google, of course).<\/span><\/p><p><span style=\"font-weight: 400;\">In addition, MSAN connects you to devices using high-quality native ad placement such as Microsoft Edge, Outlook.com, MSN, Yahoo, and more partners. So, Microsoft will display your advertising campaigns across its owned-and-operated properties, as well as several partner sites.<\/span><\/p><p><b>How does MSAN work?<\/b><\/p><p><span style=\"font-weight: 400;\">Microsoft ads are placed on the websites mentioned above. You can put the ads as text, images, and video. Your ads will appear in search results based on the keywords and terms entered by the audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The more relevant your ad is, the more clicks you will get. You can use this network to drive traffic to your website, market a new product, or bring popularity to your social media channels.<\/span><\/p><h2><b>How is MSAN different from Google Display Network (GDN) or Facebook ads?<\/b><\/h2><p><span style=\"font-weight: 400;\">When talking about an online advertisement, Google Display Network is the show&#8217;s star in terms of popularity. Although, it comes at a hefty price and even more competition.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Facebook ads also offer access to an untapped marketing network of different audiences. But if you want an advantage over other advertisers, you might want to go with MSAN, the underdog of advertising campaigns.<\/span><\/p><p><b>What makes MSAN different from FB ads?<\/b><\/p><p><span style=\"font-weight: 400;\">MSAN has a broad reach, much more comprehensive than FB ads; over 700 million monthly users utilize Microsoft products. If you think about it, almost everyone who owns a computer uses Microsoft products unless you are a computer wiz, in which case Linux is your poison.<\/span><\/p><p><span style=\"font-weight: 400;\">Another advantage MSAN has over FB is the market share, primarily dominated by GDN (88.28% market share), but MSAN steadily occupies second place and has been on the rise for the past 3 years. Whereas FB ads only occupy a small percentage of the market share because of the limited audience network.<\/span><\/p><p><b>What makes MSAN different from GDN?<\/b><\/p><p><span style=\"font-weight: 400;\">GDN is what most people choose when advertising their business because they think that is the only choice they have, but when you realize that there are other (and arguably better) options out there, you may just get ahead in the race. Sometimes, swimming against the stream might be the intelligent thing to do.<\/span><\/p><p><span style=\"font-weight: 400;\">A significant difference between these two advertising giants is the target audience. According to research, Google\u2019s target audience is primarily an established audience from all age groups, which puts your ad at a disadvantage if you want to market to a younger audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Microsoft\u2019s target audience is primarily young groups of 16 and older that come from urban and rural areas. Also, most audience members are students or young professionals dedicated to their occupation. So depending on what you are selling, you might find MSAN more helpful.<\/span><\/p><p><span style=\"font-weight: 400;\">The most noticeable difference, however, is the cost-per-click (CPC). Although it is difficult to pinpoint the exact number, MSAN is cheaper than GDN, which might be extremely helpful for advertisers on tight budgets. Another advantage is the high click-through rate (CTR) on MSAN compared to GDN; this is caused by the low competition you find on MSAN, making your ad stand out for a much lower price.<\/span><\/p><p><span style=\"font-weight: 400;\">So, if you want an affordable yet fruitful alternative to Google Display Network or Facebook Ads, you might want to consider MSAN.<\/span><\/p><h2><b>Why should you use MSAN?<\/b><\/h2><p><span style=\"font-weight: 400;\">There are many reasons why you should start using MSAN. It\u2019s a network that offers advantages over other platforms, some that you might not have even considered. Let\u2019s go over some pros and cons.<\/span><\/p><p><b>The pros of using MSAN<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased high-quality clicks<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Broad reach to the target audience<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prosperous Demographic<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cheap Cost-Per-Click (CPC)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Targeting using LinkedIn data<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customizable metrics specific to your needs<\/span><\/li><\/ul><p><b>The cons of using MSAN<\/b><\/p><p><span style=\"font-weight: 400;\">Compared to the Google display network, MSAN does have a few downsides that you should consider, such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Less popularity\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Slower results<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lower conversion rates<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Limited control<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Specific budget control<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Limited capabilities and features<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">It all comes down to your needs and skills. Some might consider GDN a more viable option if looking for an easy-to-use platform with more features and options. Still, if you are prepared to invest more time and effort instead of money, MSAN offers you a cheap and less competitive alternative.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5ccb74 elementor-widget elementor-widget-template\" data-id=\"c5ccb74\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">There\u2019s a new tool in town that can help you take your marketing efforts to the next level; the Microsoft Audience Network.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdc5851 elementor-widget elementor-widget-image\" data-id=\"fdc5851\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"512\" height=\"256\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/who-should-be-using-msan.png\" class=\"attachment-large size-large wp-image-32959\" alt=\"who should be using msan\" srcset=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/who-should-be-using-msan.png 512w, https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/07\/who-should-be-using-msan-300x150.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00465af elementor-widget elementor-widget-text-editor\" data-id=\"00465af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><b>Who should be using MSAN?<\/b><\/h2><p><span style=\"font-weight: 400;\">Depending on your target audience, business, and goals, MSAN might or might not be the best option for you. Here are some businesses and cases in which MSAN would work better.<\/span><\/p><h3><b>Startups on a budget<\/b><\/h3><p><span style=\"font-weight: 400;\">If you are just starting with your business, you probably don\u2019t have a lot of money to spend on marketing and advertising. MSAN offers you a cheap and effective way to reach your target audience without breaking the bank.<\/span><\/p><h3><b>Businesses targeting students or young professionals<\/b><\/h3><p><span style=\"font-weight: 400;\">As we mentioned before, the target audience on MSAN is mainly composed of students and young professionals. Therefore, if your business is aimed at this demographic, then MSAN should be your go-to platform.<\/span><\/p><h3><b>B2C businesses with a limited budget<\/b><\/h3><p><span style=\"font-weight: 400;\">Not all businesses have an unlimited budget for marketing and advertising. If you find yourself in this position, then MSAN can be a great way to reach your target audience without spending too much money.<\/span><\/p><h3><b>Businesses targeting specific LinkedIn groups<\/b><\/h3><p><span style=\"font-weight: 400;\">MSAN allows you to target specific LinkedIn groups with your ads. This can be a great way to reach a highly-targeted and engaged audience.<\/span><\/p><h2><b>What do MSAN ads look like?<\/b><\/h2><p><span style=\"font-weight: 400;\">There are two types of responsive ad formats that you can choose from when using MSAN; these formats are:<\/span><\/p><p><b>Feed-based ads.<\/b><\/p><p><span style=\"font-weight: 400;\">By using dynamic remarketing, you can determine your product\u2019s message, image, and offer for each audience you want to target. Feed-based ads are also known as product listing ads (PLA) and work best for e-commerce businesses.<\/span><\/p><p><b>Image-based ads<\/b><\/p><p><span style=\"font-weight: 400;\">Attractive and eye-catching images are sure to increase ad engagement. Consider using a professional graphic designer to create an appealing ad that attracts potential customers. It is always better to stand out from the rest of the competition by using stunning and colorful images.<\/span><\/p><h2><b>How to get started with MSAN? (Creating the first campaign)<\/b><\/h2><p><span style=\"font-weight: 400;\">If you have experience setting up an ad campaign on any other platform, then working with MSAN should be no trouble. Even if you don\u2019t have any experience, MSAN is a relatively easy-to-use platform with a user-friendly interface and excellent customer support. It is as simple as creating a Microsoft ad account; after that, it will be a piece of cake. Let\u2019s go over the steps together.<\/span><\/p><p><b>#1 Select campaign budget<\/b><\/p><p><span style=\"font-weight: 400;\">When setting up your campaign, you need to create a campaign name and set a daily budget that you want to spend (The recommended budget by Microsoft is usually $20). After that, they ask you how you would like to optimize your bid. Here, you have two choices:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enhanced CPC, which adjusts your bid to get a higher conversion rate on clicks, meaning it might change your budget without notice.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Maximize Clicks (automated bidding), which prioritizes clicks and sets your bidding accordingly.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">It would help if you chose the option depending on your goals for the campaign, you may want more clicks on your ad, or you might want to focus on converting those clicks to actual sales.<\/span><\/p><p><b>#2 Choose campaign target<\/b><\/p><p><span style=\"font-weight: 400;\">Choosing your target will determine where you want your ads to appear and the target audience for your campaign.<\/span><\/p><p><span style=\"font-weight: 400;\">For the location, you have two choices:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Advertise in all available countries and regions. <\/b><span style=\"font-weight: 400;\">This is a good choice if you have a global market or product; it will reach a broad audience. This might be the right choice if you advertise a website or an application.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Advertise in a specific location or region.<\/b><span style=\"font-weight: 400;\"> This might be a better choice if you have a product for a particular audience; for example, you might not be able to ship your physical product abroad, so you should advertise in your local area.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">After choosing the location, you must select who viewed your campaign; it can either be the people who are physically in the desired location or the people who are browsing pages about your chosen location. It all depends on the type of campaign that you are advertising.<\/span><\/p><p><b>#3 Create ad groups<\/b><\/p><p><span style=\"font-weight: 400;\">Ad groups are a set of keywords that are essential to your campaign. The keywords should be researched thoroughly to determine what works best for you. Sometimes, the keywords don\u2019t match the product, and you will get a low CPC or conversion rate.<\/span><\/p><p><span style=\"font-weight: 400;\">After you determine keywords, your next step is to estimate the performance of the selected keywords compared to other campaigns on the platform. If you\u2019re stuck and don\u2019t know what will work best, Microsoft holds tools to give you suggestions and ideas for keywords based on your website traffic.<\/span><\/p><p><span style=\"font-weight: 400;\">Keywords are crucial for your campaign, so do your research, look at other successful campaigns, and see what works for them to apply it to your campaign.<\/span><\/p><p><b>#4 Create an ad<\/b><\/p><p><span style=\"font-weight: 400;\">In this step, Microsoft will give you suggestions for your ad. It will automatically create a headline and description based on your keywords and match what they think is best. We believe this tool is excellent, but if you need to personalize your ad, you can always create an ad from scratch by customizing your headline and description.<\/span><\/p><p><span style=\"font-weight: 400;\">Another great tool from Microsoft is the Ad strength tool, which shows you the performance of your customized ad on their desktop and mobile websites. It even tells you what you are missing from your ad. So you can always keep tweaking your titles until you get the desired results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you get stuck, you can check <\/span><a href=\"https:\/\/help.ads.microsoft.com\/%23apex\/3\/en\/ext51015\/1\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">this link<\/span><\/a><span style=\"font-weight: 400;\"> from the official Microsoft website that walks you through the precise steps of writing an effective ad.<\/span><\/p><p><b>#5 Set up an account<\/b><\/p><p><span style=\"font-weight: 400;\">This is the easiest and final step; create your Microsoft advertising account. You will need to add information such as your legal business name, address, and phone number. You also must determine the purpose of this account (personal or as an ad agency).<\/span><\/p><p><span style=\"font-weight: 400;\">After completing all of the above steps, you should be ready to go. It\u2019s straightforward, and all the information you need is on the website. Try to keep everything concise; the ad should be easy for the user to read and interact with. Just think about what you might want to see and apply it to your campaign.<\/span><\/p><h2><b>Tips and tricks for a successful campaign<\/b><\/h2><p><span style=\"font-weight: 400;\">By now, you should be able to start your campaign and get the desired results. However, although MSAN has been improving for the past year, you may get stuck with a dead drive yielding no results. So, to keep you on the straight and narrow, here are a few tricks that are sure to put you on the map.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Start with a high budget<\/b><span style=\"font-weight: 400;\"> &#8211; Although Microsoft recommends that you start your bidding at $20, it is sometimes wiser to increase your bidding price to overcome the competition, at least for the first few days of the campaign.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Choose the right size for your audience<\/b><span style=\"font-weight: 400;\"> &#8211; Sometimes, if you start with a smaller audience, you might not get a sufficient volume. So you would need to test with a larger audience over a wider area or region and then funnel it down based on the results.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Pick the right platform for you<\/b><span style=\"font-weight: 400;\"> &#8211; It is always better to limit your appearances on media that you think might work best for you. You don\u2019t need your ad to appear on every Microsoft platform.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Don\u2019t touch your campaign for the first seven days<\/b><span style=\"font-weight: 400;\"> &#8211; Let the algorithm work after you launch your MSAN campaign. It needs time to analyze the data and optimize the results. If you make some changes, you will interrupt this process.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Research your keywords<\/b><span style=\"font-weight: 400;\"> &#8211; Know what you are getting into before launching your campaign, look up competitor keywords and start bidding on them. After all, they have already chosen keywords that convert well.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Less is more<\/b><span style=\"font-weight: 400;\"> &#8211; Keep your ad short and to the point. You don\u2019t want the customer to get bored. Use fewer words to get your point through.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5eaa696 elementor-widget elementor-widget-html\" data-id=\"5eaa696\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\"><span class=\"hs-cta-node hs-cta-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" id=\"hs-cta-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/6962858\/2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-2d2311b7-3aa5-41bc-b2f9-4ffdd158da36\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6962858\/2d2311b7-3aa5-41bc-b2f9-4ffdd158da36.png\"  alt=\"New call-to-action\"\/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(6962858, '2d2311b7-3aa5-41bc-b2f9-4ffdd158da36', {\"useNewLoader\":\"true\",\"region\":\"na1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/32954#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7aa435a elementor-widget elementor-widget-text-editor\" data-id=\"7aa435a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><b>The Bottom Line<\/b><\/h2><p><span style=\"font-weight: 400;\">MSAN might not be the right tool for you, but it is undoubtedly a powerful instrument. Plus, you\u2019ll never know if you don\u2019t try. To expand your audience network and get an edge over the competition, you must risk a few things to reap the rewards.<\/span><\/p><p><span style=\"font-weight: 400;\">At first, you may be hesitant to try out the Microsoft audience network. We know that there are more popular tools out there (we\u2019re looking at you, Google), but who knows? You may find success in the most unlikely places. We also recommend that you try running your campaign on both platforms to see what works best for you.<\/span><\/p><p><span style=\"font-weight: 400;\">So there you have it, we\u2019ve explained all you need to know about MSAN. Now all you need to do is go out there and try it for yourself. And if you ever need any help, we at Adcore would be more than happy to answer any questions you have about the Microsoft audience network. We have a team of experts who are more than happy to answer any questions you may have. <\/span><a href=\"https:\/\/www.adcore.com?ref=blog\" target=\"_blank\" rel=\"noopener\" data-wplink-url-error=\"true\"><span style=\"font-weight: 400;\">Reach out to us today<\/span><\/a><span style=\"font-weight: 400;\">, and we\u2019ll get you started on the path to success.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Marketers, business owners, and those simply interested in advertising rejoice. There\u2019s a new tool in town that can help you take your marketing efforts to the next level; the Microsoft Audience Network, or for those in the know, MSAN. People&#8230;<\/p>\n","protected":false},"author":21,"featured_media":33112,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/microsoft-ads\/","category_name":"Microsoft Ads"},{"category_link":"https:\/\/www.adcore.com\/blog\/ppc\/audiences-and-remarketing\/","category_name":"Audiences and Remarketing"}],"tags":[],"authors":[250],"article_types":[180],"staff_picks":[102],"promotions":[178],"class_list":["post-32954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-microsoft-ads","category-audiences-and-remarketing","authors-adcore-marketing-team","article_types-news","staff_picks-staff-pick","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32954","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=32954"}],"version-history":[{"count":33,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32954\/revisions"}],"predecessor-version":[{"id":43278,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32954\/revisions\/43278"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/33112"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=32954"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=32954"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=32954"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=32954"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=32954"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=32954"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=32954"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}