Microsoft Advertising (formerly Bing Ads) is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users. It provides pay per click advertising on search engines Bing, Yahoo! and DuckDuckGo, as well as on other websites, mobile apps, and videos.
Microsoft was the last of the "big three" search engines (which also includes Google and Yahoo!) to develop its own system for delivering pay per click (PPC) ads. Until the beginning of 2006, all of the ads displayed on the MSN Search engine were supplied by Overture (and later Yahoo!). MSN collected a portion of the ad revenue in return for displaying Yahoo!'s ads on its search engine.[2]
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As search marketing grew, Microsoft began developing its own system, MSN adCenter, for selling PPC advertisements directly to advertisers. As the system was phased in, MSN Search (now Bing) showed Yahoo! and adCenter advertising in its search results. Microsoft effort to create AdCenter was led by Tarek Najm, then general manager of the MSN division of Microsoft. In June 2006, the contract between Yahoo! and Microsoft had expired and Microsoft was displaying only ads from adCenter until 2010.
In November 2006 Microsoft acquired Deep Metrix, a company situated in Gatineau, Canada, that created web-analytics software. Microsoft has built a new product adCenter Analytics based on the acquired technology. In October, 2007 the beta version of Microsoft Project Gatineau was released to a limited number of participants.[3][4]
In May 2007, Microsoft agreed to purchase the digital marketing solutions parent company, aQuantive, for roughly $6 billion.[5] Microsoft later resold Atlas, a key piece of the aQuantive acquisition, to Facebook in 2013.[6]
On February 23, 2009, the Publisher Leadership Council was created under the umbrella of Microsoft Advertising. The council was responsible for delivering the next-generation advertising platform for the publishers of digital media resulting in the formation of Microsoft pubCenter.[10]
In January 2010, Microsoft announced a deal in which it would take over the functional operation of Yahoo! Search, and set up a joint venture to sell advertising on both Yahoo! Search and Bing known as the Microsoft Search Alliance. A complete transition of all Yahoo! sponsored ad clients to Microsoft adCenter occurred in October 2010.[11]
In April 2015, the Yahoo! partnership was modified; Yahoo! Search will only have to feature Bing results on the "majority" of desktop traffic, leaving the company open to "enhance the search experience" non-exclusively on both desktop and mobile. Additionally, Microsoft will take over as the exclusive seller of ads delivered through Bing; Yahoo! will sell its own ads through its new in-house Gemini platform.[13][14]
On June 29, 2015, AOL Inc. announced a deal and partnership to take over the majority of Microsoft's ad sales business. Under the pact, AOL will take over the sale of display, video, and mobile ads on various Microsoft platforms in nine countries, including Brazil, Canada, the United States, and the United Kingdom. As many as 1200 Microsoft employees involved with the business will be transferred to AOL. In turn, AOL's properties will replace Google Search with Bing, and display Bing Ads sold by Microsoft.[15][16]
Similar to Google Ads, Microsoft Ads uses both the maximum amount an advertiser is willing to pay per click (PPC) on their ad and the advertisement's click-through rate (CTR) to determine how frequently an advertisement is shown. This system encourages advertisers to write effective ads and to advertise only on searches which are relevant to their advertisement.
In 2021, Microsoft Ads began rolling out LinkedIn audience observation and bid management targeting, allowing advertisers to monitor and bid against common LinkedIn Ads audiences, including company size, industry, job function, as well as lists of individual companies.[21]
Similar to Google Ads Editor, Microsoft Ads provides a desktop tool to manage campaigns offline, called Microsoft Ads Editor. Using this editor you can make offline changes to your campaigns and later sync it online.
Microsoft Advertising Scripts are basically a JavaScript code that automatically creates, modifies, or deletes items in an ad account based on specific criteria. This allows multiple changes to be made simultaneously without the need for manual changes. These scripts allow you to perform automated activities at account, campaign, ad group, or keyword level.
These scripts are written in JavaScript and their implementation may require working with the API platform. JavaScript used by Microsoft Advertising Scripts is compatible with most ECMAScript 2015 specifications. However, bear in mind that browser-related functions such as DOM and API are not available, which means that we cannot use browser-related functions because the code is executed on Microsoft servers and not in the browser.
Before writing a script, select and develop the logic for solving the task to be automated. For example, you can automatically change the CPC rates based on selected criteria, disable low-performance keywords, or automatically resume stopped campaigns.
Once you have selected and developed the programming challenge you want to face, you can start writing your script. Use the available Microsoft advertising documentation, which contains many examples and ready-to-use solutions.
Once you have written your scripts, you need to implement and test them. This can be done by pasting scripts into the JavaScript console on the Microsoft advertising interface. The Microsoft advertising Scripting Editor allows you to preview how your script works, which is strongly recommended before you finally run it.
What is really curious is that you can send a Google script to Microsoft by simply pasting the copied script into the script editor in the Microsoft Ad Panel. When you select save, some changes will be made automatically to ensure compatibility with Microsoft. However, any compatibility problems that may arise will have to be corrected manually by updating the script.
Microsoft Advertising Scripts helps you automate advertising activities, saving time and increasing performance. Instead of performing the same tasks manually, you can focus on more strategic activities.
By automating advertising, you can optimize advertising costs. Automatically disabling keywords with low efficiency or changing bid rates allows you to increase the number of conversions while reducing costs.
Microsoft Advertising Scripts comes with advanced features such as disabling keywords based on data analysis or automatically resuming campaigns. This will surely improve the performance of your advertising activities.
Microsoft Advertising Scripts are designed to work with both small and large-scale campaigns, allowing advertisers to manage and optimize multiple accounts and campaigns simultaneously. This is particularly beneficial for companies wishing to expand their coverage and increase their presence on the Internet in a relatively short period of time.
You will be able to automatically resume the campaigns that were recently stopped because the budget limit had been exceeded. This maintains the continuity of advertising activities and avoids the loss of potential customers.
Microsoft Advertising Scripts analyze campaign performance and generate reports based on selected criteria so that you can monitor the effectiveness of advertising activities and make decisions based on specific data.
By using Microsoft Advertising Scripts, you can automatically disable disapproved ads that may affect the effectiveness of advertising activities. This will help you avoid the loss of potential customers and increase the effectiveness of advertising activities.
Microsoft Advertising Scripts and Google Ads Scripts serve similar purposes, i.e., automating and streamlining various tasks on appropriate advertising platforms. However, there are some differences between them.
The most obvious difference is the platforms on which they operate. Microsoft Advertising Scripts are intended for use with Microsoft advertising (formerly Bing ads), while Google Ads Scripts are intended for use with Google Ads.
Although both Microsoft Advertising Scripts and Google Ads Scripts use JavaScript as the primary script language, there may be slight differences in syntax and APIs. Advertisers should consult the relevant platform documentation to ensure effective implementation. Below is an example of scripts from both platforms pursuing the same objective. The scripts themselves differ somewhat in syntactical terms:
Although both platforms offer similar opportunities, there may be differences in the specific properties and functionalities they provide. Google Ads Scripts, for example, have a larger library of built-in features, while Microsoft Advertising Scripts can offer certain unique features tailored to its platform. Advertisers should review the documentation for each platform to fully understand the options available.
Depending on the third-party tools and services used by advertisers, the level of integration and support may vary between Microsoft Advertising Scripts and Google Ads Scripts. It is important that you assess how well the scripts of each platform integrate with the existing tools and systems to ensure trouble-free operation.
Whenever we use Google services such as Google Drive, Sheets and Mail in script, authentication becomes necessary. There are different ways to set communication between services and Microsoft Advertising Scripts:
To sum up, Microsoft Advertising Scripts and Google Ads Scripts offer similar functionalities but differ slightly in terms of programming language, tool availability, functionalities, documentation and support, as well as integration with other tools. The choice between these tools depends primarily on programming preferences and the specificities of advertising platforms. It is also worth adding that if someone has already used Google Ads Scripts, they will probably navigate Microsoft Scripts easily, as many concepts and structures are similar. All this means that the entry threshold for experienced people working with Google Ads Scripts may be lower, making it easier to move to Microsoft and use Microsoft scripts. 152ee80cbc
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