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Does the Microsoft Audience Network actually work for anyone?
What are people doing with this network? In our account it looks like it’s a steaming pile of poo bordering on theft. Just massive CPA’s and not nearly the view through conversions to justify using it. Microsoft makes it a Rubik’s cube to exclude. A lot of people probably don’t even notice the wasted spend and are whistling past the graveyard.
Is there something I am missing from the audience network? Some value I am not considering?
Or should I just opt out and be thankful I noticed the terrible performance?
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1 Reply
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For remarketing, yes, I found success with it.
It’s like tides though, it works for 2 months, it faffs around for a month or two, then it converts back again.
If you’re talking about the Search campaigns with Audience… There was a short time it was “acceptable” (1.5x CPA but with very low volume, didn’t see a good reason to turn it off since we wanted the extra sales).
Now, it’s high volume and an unbeatable CPA of 0 since it doesn’t convert at all.
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I spend 2% of my PPC budget on them. Their CPAs are low, lead quality trash, but they take my team out lunches and seminars (mostly copilot dross) more than than Google). Recently they’ve had a rebate offer. Spend $xxx and get 20% credited over a certain amount
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From my experience the Bing audience campaign is the single worst source I have ever used. I don’t think those clicks were even human.
I am referring to the Audience campaigns and not the Audience traffic you can generate from the search campaigns which is usually good quality and contain sources like [msn.com](http://msn.com)
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If you use it only for remarketing it can work, but like not a significant amount of volume
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Works great for search arbitrage as most of the traffic is bots and they’re programmed to click on ads so they click on your arbitrage ads
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Ok, so the consensus seems it can be good for remarketing but trash for search prospecting campaigns.
I tried to block them just from specific campaigns but it seems like they don’t allow enough exclusions at the campaign level (2500) to effectively kill it.
What is the strategy outside of excluding 12k websites at the account level?
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How do you exclude it?
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