Microsoft search campaigns are automatically eligible to serve on the Microsoft Audience Network (MSAN), and there’s no self-serve switch to turn it off fully. Since February 2023 the -100% audience bid adjustment that used to opt campaigns out is gone. You can exclude websites yourself, or ask Microsoft support to opt your search campaigns out completely.<\/p>\n
MSAN is Microsoft’s display and native ad network<\/a>. It covers Microsoft properties such as MSN, Outlook and Microsoft Start, plus a network of partner publisher sites. Ads appear as native placements, image ads and other formats.<\/p>\n The fastest, most reliable way to resolve this is to reach out to a Microsoft Advertising Elite partner like Adcore.<\/strong> Elite is the highest of Microsoft’s three partner tiers (Partner, Select and Elite), and Elite partners can escalate cases directly through Microsoft’s partner team.<\/p>\n How Adcore can help:<\/strong><\/p>\n Reach out to Adcore’s Elite partner team for free Microsoft Ads support<\/a><\/strong><\/p>\n<\/div>\n There are two ways to end up on MSAN:<\/p>\n This article is about the first route, which surprises many advertisers.<\/p>\n Before February 2023, advertisers could set a -100% audience bid adjustment on search campaigns to keep them off the Audience Network. Microsoft removed that option<\/a>, so search campaigns now extend to MSAN by default. The change was unpopular with many advertisers, especially those whose search campaigns saw lower click-through rates and higher costs from the added traffic.<\/p>\n MSAN traffic usually has lower click-through rates than search. Some accounts see few conversions from it, others get cheap incremental reach and remarketing value. Check performance by network before deciding<\/a>: compare conversion rate, cost per conversion and lead quality for search vs audience traffic over a meaningful period, not a few days.<\/p>\n Full opt-outs are handled by support, and Microsoft runs one central desk for all advertisers. Small and mid-sized businesses rarely have a dedicated rep who can push the request through, which is why Microsoft relies on certified partners in its Partner Program to support and escalate these requests through its partner team.<\/p>\n Not anymore. Microsoft removed the audience bid modifier for search campaigns in February 2023.<\/p>\n Yes, it removes audience impressions. Whether that hurts depends on how that traffic converts.<\/p>\n You can add Microsoft-owned domains such as msn.com and outlook.com to your exclusions.<\/p>\n Yes. Contact support again to reverse the opt-out.<\/p>\nRecommended solution: get help from a Microsoft Ads Elite partner<\/h2>\n
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What changed in 2023<\/h2>\n
Your three options<\/h2>\n
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How to request the opt-out<\/h2>\n
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Should you opt out?<\/h2>\n
Why an opt-out takes so long<\/h2>\n
FAQ<\/h2>\n
Can I opt out of the Audience Network with a bid adjustment?<\/h3>\n
Does opting out reduce my traffic?<\/h3>\n
Do exclusions apply to Microsoft’s own sites?<\/h3>\n
Can I opt back in later?<\/h3>\n
Let a partner request the opt-out for you<\/h2>\n