While it’s difficult to provide convincing enough social proof in your search ad where there’s limited space, you can still include some social proof to your ad using a review extension. The extension allows you to display a positive review from your existing customer.
Here are 8 different ways you can optimize your Microsoft ads for better conversions.

keywords, and the ad itself, to enhance the performance of your ads.

If there’s strong evidence that other people find what you sell valuable, that will often serve as enough catalyst to convert people.
You can include a CTA button in your Microsoft ads using an action extension. The action extension displays a CTA button next to your ad’s description, making it easy for people to spot and click.

8 ways to optimize your Microsoft ads for more conversions

You can also use a sitelink extension as your CTA, like the example below, to encourage customers to take the next step. Besides, the sitelink extension helps your ad take up more space in search results, positively influencing clickthrough rates.

1. Pre-qualify your prospects

Since you don’t want to waste your advertising budget on useless clicks, it’s a good idea to pre-qualify prospects in your ads to ensure you get targeted traffic.
For example, if you use controversial or provocative words in your headline or an ad copy (that aren’t related to your business), you’ll certainly get more clicks on your ads. But how many of those people will turn into your customers? Most likely not too many.
If you look at the image below, there’s no confusion about who the ad is for. The ad doesn’t try to target all dog food buyers. It explicitly states “best dog food for boxers” in the headline to specifically target people looking for the best dog food for their boxers. So you can be quite confident that most people who click the ad likely fit that description.
Specifically, suppose you are selling an acne product to a younger audience. In that case, you may write something along the lines of, “Looking to get rid of your pimples fast for your next party?” over “Are you looking for an acne treatment that will successfully help keep your acne problem under control?”

strong call to action (CTA) prompts people to take action. As Thomas Edison once said, “There is no expedient to which a man will not go to avoid the real labor of thinking.” In other words, you want to make things as easy as possible for people to follow.

Not only is it important to state your offer clearly in your ads, but you also want to include a call to action in your ads, telling people precisely what you want them to do next.
Jin Choi is a writer at the MoneyNam blog, where he writes about online marketing topics.

Microsoft’s internal data, action extensions positively impact both clickthrough rates and conversion rates, so I highly recommend you try your hand at implementing these features.

Let’s get started.

social proof is one of the most powerful tools you can utilize in marketing. Many of us naturally turn to others to help us decide when we have limited information about certain products or services.

Although Bing doesn’t get as much recognition as Google, it still ranks as one of the world’s top search engines. In fact, one study shows that Bing has the highest conversion rate out of all advertising channels for purchases that cost more than 0. In other words, it probably makes sense for you to advertise on Bing if your business is selling higher-priced products or services.
You need to know your target audience to craft a compelling marketing message and communicate to them in a way that they can resonate. Are you talking to a 30-year-old man who’s looking for a reliable web hosting provider for his business website? Or are you talking to a 20-year-old woman who’s trying to get rid of her annoying acne?

business offers a discount, you want to communicate exactly how much discount the customer is getting rather than writing vague statements, such as “huge discounts.”
your Microsoft ads account will bring the best results. For this reason, you want to create several different ads before you start your ad campaign to see which one performs the best. This will greatly increase your chances of finding an ad that will yield positive returns.
calculator to determine if your results are statistically significant.

7. Refer to your customers directly

If your primary target audience is younger people, for example, you wouldn’t want to talk to them as if you’re giving a lecture at university. A better way would be to write your ads in a casual tone.
It’s important to keep in mind that the goal of ads isn’t to get more clicks. In most cases, the goal is to convert people into becoming paying customers.

personal touch to your marketing. Try to avoid sounding like a faceless corporation when you write your ads.

8. Speak their language

With more than 7.3 billion monthly PC searches in the United States, there’s a good chance that your potential customers are on Bing.
In this article, we’ll primarily focus on things you can potentially improve in your ads to increase clicks and conversions. Moreover, many of the points in this article are also universally applicable to creating well-thought-out ads.
With that said, there is never “one” right way to communicate to people in your ads. It will depend on many different factors, such as your audience’s age, gender, and background, so thorough research, along with many split tests, is imperative to creating good ads.
What you believed would work well may not turn out so great in practice, and what you thought would flop may work wonders.

split-test these ideas to find the one that yields the best return on every dollar you spend.

This is a simple yet effective way to connect with people who view your ads. Consumers want to know what’s in it for them before they buy something, but many businesses make the mistake of babbling about why they’re so great rather than directing their message to customers.

About the author

Instead of focusing on “I” and “we” when creating your Microsoft ads, it’s better to shift your focus to customers and use more “you” in your ads. This will help your ads resonate better with people.

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