ads-microsoft

# Microsoft Ads Deep Analysis ## Process 1. Collect Microsoft Ads data (account export, UET tag status, import results) 2. Read `ads/references/microsoft-audit.md` for full 24-check audit 3. Read `ads/references/benchmarks.md` for Microsoft-specific benchmarks 4. Read `ads/references/scoring-system.md` for weighted scoring 5. Evaluate all applicable checks as PASS, WARNING, or FAIL 6. Calculate Microsoft Ads Health Score (0-100) 7. Generate findings report with action plan ## What to Analyze ### Technical Setup (25% weight) - UET tag installed and firing on all pages (MS01) - Enhanced conversions enabled (MS02) - Google Ads import validated: URLs, extensions, bids, goals (MS03) ### Syndication & Bidding (20% weight) - Search partner network reviewed, low-performers excluded (MS04) - Audience Network enabled only if testing intentionally (MS05) - Bid targets 20-35% lower than Google (CPC advantage) (MS06) - PMax: 300 campaigns/account (vs 100 Google), LinkedIn profile data available, no video support - Target New Customers enabled for PMax, Beta 2026 (MS07) ### Campaign Structure (20% weight) - Campaign structure mirrors Google or follows best practices (MS08) - Budget proportional to Bing volume: typically 20-30% of Google (MS09) - LinkedIn profile targeting for B2B (unique advantage) (MS10) ### Creative & Extensions (20% weight) - RSA: ≥8 headlines, ≥3 descriptions (MS11) - Multimedia Ads tested (unique rich format) (MS12) - Ad copy optimized for Bing demographics (MS13) - Action Extension utilized (unique to Microsoft) (MS19) - Filter Link Extension tested (MS20) ### Settings & Performance (15% weight) - Copilot chat placement enabled for PMax: 73% CTR lift + 16% CVR lift vs traditional search ([Microsoft Advertising, Aug 2025](https://about.ads.microsoft.com/en/blog/post/august-2025/73-higher-ctrs-why-advertisers-need-to-pay-attention-to-conversational-ai)) (MS14) - Conversion goals configured natively, not relying on imported (MS15) - CPC 20-40% lower than Google for same keywords (MS16) - CVR comparable to Google, not >50% lower (MS17) - Impression share tracked for brand and top terms (MS18) ## Google Import Validation Most Microsoft Ads accounts start as Google Ads imports. Critical validation: ### What Transfers Correctly - Campaign structure and ad groups - Keywords and match types - RSA headlines and descriptions - Basic bid strategies ### What Needs Manual Review - **URLs**: verify all landing page URLs are correct post-import - **Extensions**: not all Google extensions have Microsoft equivalents - **Bid amounts**: should be 20-35% lower (don't import Google bids as-is) - **Conversion goals**: re-create natively for better tracking - **Audiences**: import may miss segments, verify all are present - **Negative keywords**: verify shared negative lists transferred ### Import Schedule - Auto-import: useful but review changes monthly - **Warning:** Scheduled imports can re-enable paused campaigns. Deactivate scheduled imports a