You have a social advertising campaign that is working really well. Your team has zeroed in on the right messaging and conversions are flowing in. The only problem is, as you increase your investment, the performance doesn’t scale with the spend.
What do you do?
For Skai clients using both Skai Social and Skai Search, a new integration between Skai and Microsoft Advertising offers a solution. With one click, practitioners can export their Skai Social campaigns into the Skai Search grid for editing and use in your Microsoft Audience Network campaigns. This makes set up a breeze!
What is the Microsoft Audience Network?
Microsoft Audience Ads run on the Microsoft Audience Network, which is powered by the Microsoft Advertising Graph and artificial intelligence (AI). AI guides ad selection and relevancy matching as well as pricing, click, and conversion prediction. This network reaches 242 million total unique visitors in the U.S.¹. The ads are served in brand-safe environments on premium Microsoft sites like MSN, Outlook.com, and Microsoft Edge, but also on trusted partner sites.
According to a Microsoft study, users who have seen an advertiser’s ad in both Search and Native environments are more likely to visit and purchase. The study found that there was 134% higher brand consideration per user, measured by post-exposure visitation to the advertiser’s domain, and 259% higher brand purchase per user, measured by post-exposure conversion on the advertiser’s domain.[1]
Leveraging powerful signals from the Microsoft Advertising Graph is the major differentiator of MSAN:
What sets Microsoft Audience Ads apart is their rich user understanding that powers high performance. The Microsoft Graph consists of robust data sets, including search and web activity, LinkedIn professional profiles, demographics, and more. The data is continually updated every second based on user activities. By mapping audience data on such an enormous scale, the graph helps us spot trends and uncover insights, both of which allow you to effectively reach your customers.
Powerful search intent-driven ads are one click away
The key value here for search marketers is two-fold: First, these ads are powered by signals that include user intent from search and user profile data that can be combined to create a powerful match between a person’s needs and an advertiser’s offering to deliver greater performance.
The second value to search marketers is that your existing Microsoft Advertising search campaigns are extended to include Microsoft Audience Ads. Marketers can continue using a single budget to conveniently manage all campaigns and increase clicks from target audiences.
“Microsoft Audience Ads are a great way for marketers to tap into the power of the Microsoft Advertising Graph,” says Crissi Cupak, Skai’s Senior Director of Product. “And with a one-click export from Skai Social to Skai Search, our clients can quickly extend campaigns that are working on Facebook into a search intent-driven, brand-safe environment.”
Skai = Total Market Intelligence
Although saving marketers time with workflow features such as the one-click export of social advertising creative to the Microsoft Audience Network is important, the next era of marketing goes beyond efficient campaign management and will be powered by intelligence.
Whether that’s smart ads powered by search-intent (like Microsoft Audience Ads) or simply better measurement to truly know what’s working within your campaigns, Skai focus is Total Market Intelligence—making marketers smarter so they can make better insight-driven decisions.
Contact us today to schedule a brief demo to learn more about how Skai Search and Skai Social can arm your team with data and insights and best-in-class campaign management.
Source:
- ComScore, Multi-Platform, May 2020. Numbers are rounded to the nearest percentage point.
- Results may vary for each advertiser based on campaign settings, targeted audiences, and other factors. Lift metrics represent an average of all advertisers with completed lift studies to date. These advertisers are a non-representative sample of all advertisers on the marketplace. Verticals represented include Retail, Technology & Telecommunications, B2C Services, and Food & Grocery. Lift measured between exposed users and a control group of eligible unexposed users, with lift represented on a per-user basis. Average user count per advertiser study = 1.98M, data collected May-Sept 2020
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