Ever since Paid Search launched more than 20 years ago, it has become one of the most important channels in advertising.
Why? Not only does it help marketers to place the right message at the right time, but also because every other marketing tactic—online and offline—gets consumers interested in brands, and then they turn to search engines to find more information. It’s like a bottom net that captures all of the activity driven by other channels. With Paid Search, brands can increase their visibility and reach their customers with highly relevant ads as they actively research information.
And running a best-in-class Paid Search practice can be incredibly time-consuming. Since 2016, Skai’s Campaign Mirroring has helped search marketers save the time it takes to manage those programs by syncing Google campaigns to Microsoft Advertising.
Skai Search campaign mirroring
Search practitioners can use Campaign Mirroring to clone Google campaigns and quickly import them into Microsoft Advertising in a one-time export and can even keep them in sync—when a change is made in Google, it is automatically reflected in the mirrored campaign on Microsoft Advertising. Being on Microsoft Bing is a critical component to a best-in-class search marketing strategy. One Skai client that used Campaign Mirroring garnered a 672% Return on Ad Spend (ROAS) by running on Bing.
Recently, Campaign Mirroring received an upgrade to include two of the most important and popular Google ad formats into its functionality.
Responsive Search Ads (RSAs) now part of Skai Campaign Mirroring
Responsive Search Ads (RSAs) have become an increasingly popular ad format due to their high performance. According to research from Skai, in Q4 2020, in aggregate across Skai clients, RSAs both cost less and had higher engagement than standard search text-ads. Those are two things that every search marketer loves to hear!
Although Responsive Search Ads appear to users just like any other standard text ads, the way that they’re built is where the innovation lies:
“Responsive search ads in the Search network allow you to set between 3-15 unique ad headlines (a.k.a. “titles”) and 2-4 ad descriptions within a single ad. From there, Bing will select the most relevant headline and description combination for each given query and corresponding search user. By allowing Bing AI to select the most relevant headline and description for each query, we ensure that the right message lands for each of your potential customers, at the right time, across all possible intent signals.” – Microsoft Advertising
Smart Shopping Campaigns also a new Campaign Mirroring upgrade
Smart Shopping Campaigns merge two of the most important innovations in search engine marketing over the last decade: the power of shopping campaigns and the intelligence of publisher autobidding.
“Automatically optimize your shopping campaigns to target customers who are more likely to convert at higher revenue values with smart shopping campaigns. By using a combination of traditional shopping campaigns, automated bidding and targeting, smart shopping helps you get the right ad to the right user, at the right time – at scale!
Setting your business goals and targets provides context to automatically adjust bids and shopping ads delivery to help optimize your campaigns. This, in turn, can help increase revenue and meet return on ad spend (ROAS) targets.” – Microsoft Advertising
Skai Campaign Mirroring Benefits: From Google to Microsoft
Manage your campaigns in one place and let Skai make sure your changes and adjustments are applied on any other publishers you choose.
Easy A/B channel testing
Easily copy your activity to a different publisher and analyze results.
Create campaign templates for commonly used base campaigns and use Campaign Mirroring to replicate campaigns for various geos or across clients in the same industry.
Skai handles the optimization across publishers – no need to decide how to start investing in a new publisher and how to optimize.
Make the Most of Your Microsoft Advertising Programs
Automation, performance, and efficiency once represented the entire advantage of premium search marketing software. Today, they’re the table stakes. Search marketers looking for true competitive advantage need the tools to achieve an unbiased, holistic optimization strategy.
And that’s where Skai comes in.
A 15+ year history of innovation in data, bidding, and measurement, combined with an independent, media-agnostic, and omnichannel position, sets search marketers up to stay in control while driving true business growth—at scale.