For ThriftBooks, Audience Ads turned out to be a great way to add more oomph to its existing PPC game plan. “It’s only a few clicks away to opt into Audience Ads for preexisting campaigns, making it easy to adopt at scale,” says Meisel. “We were able to extend our existing audience strategy to the Microsoft Audience Network, which gave us access to high-quality native placements and great exposure right out of the gate. Plus, the product allows for network-level bidding modifiers, so over time, as differences in performance crop up between the search and audience networks, we’re able to adjust how we value traffic.”
According to their digital marketing agency, the hands-on help and campaign setup guides provided by the Microsoft Advertising account team saved “hours of trial and error.”
“The Microsoft Advertising team was instrumental in making this campaign a reality,” says Meisel. “They’ve been with us every step of the way, from being proactive with ideation and feature availability on through a flawless execution of the campaign.”
In addition to Audience Ads, the company uses other Microsoft Advertising audience solutions including Remarketing, Custom Audiences and Shopping Campaigns to target and convert customers with great success. “With Remarketing, the e-commerce funnel segments users, such as past site visitors and past customers, while Custom Audiences are used to segment based on characteristics like purchase behaviors and more,” says Meisel. “We use these features to complement search keywords and the product feed for our Shopping Campaigns.”