Blue Derkin
Senior Director, Product Marketing @ Skai
Microsoft Advertising’s innovative Multimedia Ads are more prominent and incorporate visual imagery to help change the paid search game—and Skai now offers a unique support feature to enable marketers to take better advantage of this new ad type.
Launched in July 2021, Microsoft Advertising offered this description:
Multimedia Ads are designed to combine your own assets like images, headlines, and descriptions with the power of machine-learning technology, to deliver the best attention-grabbing large visual ads. To help your Multimedia Ad stand out even more and provide exclusivity, there will only be one Multimedia Ad on a page, for only one advertiser at a time.
And here’s an example of what they look like as right rail ads (1.91:1 aspect ratio):
Microsoft Multimedia Ads (MMA) + Skai support
Advertisers can now use Skai’s industry-leading omnichannel solution, and one-of-a-kind paid search features to get the most out of their Microsoft Advertising Multimedia Ads (MMA), the publisher’s rich, vibrant and visual ad type that appears alongside search results and across the Microsoft Advertising Network.
But, loading assets into your Microsoft media library takes time. Because most advertisers have their approved visuals already loaded into Facebook/Instagram and Pinterest, Skai’s product team saw an opportunity to cut down the work needed to run Multimedia Ads.
Now, Skai clients can utilize a unique solution to quickly enrich their Microsoft Multimedia library by easily importing Facebook and Pinterest image assets via the Skai Creative Manager. Using this support is incredibly easy. Select your image assets from the Skai platform and, in one click, export them to your Microsoft media library.
Using Skai’s MMA support, advertisers can also:
- Manage MMA campaigns by downloading assets into Skai, as well as creating and editing via bulk sheets
- Monitor MMA campaign and ad performance directly in the Skai Analysis Grid and using cross-publisher Dashboards and Pacing Monitor, according to the metrics that matter most to their business
- Maximize MMA performance using unique Skai tools like Automated Actions, Budget Navigator, and ultra-flexible Scheduled Reports for immediate insights and impact
Multimedia Ads best practices
Microsoft Advertising offers the following tips for when using Multimedia Ads:
Create multimedia ads in existing ad groups. For optimal performance, use image assets in all four aspect ratios: 1.91:1, 1:1, 1:2, and 4:1 to analyze performance and drive results.
Provide as many assets as possible. You can provide up to 15 headlines, 4 descriptions, and 16 images, and choose from various call-to-action buttons. Microsoft suggests at least 8 to 10 different headlines that don’t contain similar phrases. Use a combination of short and long headlines to maximize space on any device. Create headlines related to your keywords and use at least one brand title.
Make content distinct. Avoid repetitive language and create varied descriptions. Include additional product or service benefits and features, a clear call to action, and shipping and return information.
Skai enhances your Microsoft Advertising programs
As part of Skai’s omnichannel marketing platform, our Paid Search solution helps you stay ahead of your competition and reach consumers when and where they’re searching. Our advanced optimization and reporting are coupled with automated solutions, including tools for bidding and budgeting, and much more. As an early player in the paid search industry, Skai has a long history of innovation and an independent position you can trust.
Client results include:
- 756% increase in conversions for New York Magazine
- 168% increase in year-over-year ROI for Toolstation
- 20% decrease in cost per acquisition for Endurance
- 150% increase in ROAS for Michaels Company
Please schedule a brief demo for more information on how Skai can help you with your Microsoft Multimedia Ads and any else you need to maximize your paid search success.
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