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Microsoft Advertising is expanding its partnership network with a focus on building relationships with additional third-party publishers. With Syndicated Partner Network, you can steadily increase advertiser reach through high quality partnerships.

After reading this Study Guide on Syndicated Partner Network, you will understand how to:

  • Use the Partner Network and O & O (Owned and Operated) to drive quality traffic at scale.
  • Increase advertiser reach for new products and features. 
  • Increase click volume through a combination of search volume and CTR increase.

What is Search syndication?

Search syndication occurs when a search engine provides its services to an approved third party, which has been vetted and onboarded by a specific team in need of search capabilities for their digital properties (websites and apps).

When their users search on their digital properties, users are taken to a SERP (search engine results page) which can show both paid and organic results. Syndication partners then show the search results and ads on their sites. Search syndication can also display ads without the use of a search box. For example, through clicking suggested keywords on partner websites, along with other approved implementation types.

Syndicated search ads and syndicated organic search services are separate, and Microsoft Advertising syndication partners may use one or both services, depending on the specific terms of the partnership. Microsoft Advertising distributes ads to these third-party publishers and shares advertising revenue with the publisher when the ad is clicked.

Note: All partners and individual domains are vetted and approved through the Microsoft Advertising SEAM (Supply Excellence and Management) process.

Benefits of syndication 

Syndication can significantly increase your reach across the Microsoft Search Network. Last year alone, more than 107 billion searches generated from Bing syndication. In fact, 1 in 6 clicks on the Microsoft Search Network was from syndication.
Advertisers should consider opting into syndication for the following reasons:

  • More reach – You can expand your reach and get more clicks with a new, high-quality audience.
  • Volume and growth – You can reach more customers through a growing network. When you opt in to syndication, you give your ads a chance to capture a portion of the billions of searches worldwide per year from customers on Bing’s syndication network.  
  • Quality controls – Microsoft Advertising controls help safeguard quality. With Publisher Traffic Quality Scores (PTQS), volatility filters and 24-7 invalid traffic detection, Microsoft Advertising has controls in place to help keep the quality you expect.
  • Lower CPCs – CPCs on the Bind Ads syndication partner network are generally lower, which helps you boost ROI.

With features like site exclusions and by enabling UET, you have control and flexibility when you choose to opt in to the syndication partner network with your Microsoft Advertising campaigns.

Features and coverage

Microsoft Advertising works with individual publishers to offer features that are relevant to their specific audiences, so the features offered to each publisher will vary. Each partner determines which extensions and features make sense to adopt for their domains.

Ad campaigns that have opted into syndicated search partners are available to show across all devices (PC, tablet and mobile, including apps).

Our partners

Bing has a growing network of high-quality partners that are categorised as either Partner Network Partner or Owned and Operated (O & O). These include:

  • Verizon (which includes Oath, AOL and https://www.screencast.com/t/jnUEVNSYEYK)
  • AOL (including syndicated partners)
  • Amazon 
  • Wall Street Journal
  • CBS Interactive
  • adMarketplace
  • Gumtree
  • Ecosia
  • Infospace
  • Skype
  • Outlook
  • Cortana
  • Windows 10
  • Apple
Note: With Syndication network publishers, domains can be blocked using site exclusions in the UI. Publishers can own and manage multiple domains. Publishers considered to be part of the Microsoft Search Network cannot be blocked by advertisers in the UI.

Opting in to syndicated search

All campaigns are automatically opted-in syndicated search traffic when you set your campaigns, unless you choose to opt out.

Opting in to syndicated search

Ad distribution options

All search networks (Bing, AOL and Yahoo search and syndicated search partners):

  • Campaigns available to serve ads on all websites within the Microsoft Search Network

Bing, AOL and Yahoo search (owned and operated) only:

  • Campaigns available to serve ads on owned and operated websites such as Bing.com, AOL.com, Yahoo.com and ads will not show on third-party syndicated partner sites. 

Bing, AOL and Yahoo syndicated search partners only:

  • Campaigns available to serve ads on non-owned and operated websites, such as Wall Street Journal, CBS Interactive, MapQuest.com, Autoblog and others.
Monitoring Performance

The best way to monitor performance is to 1) set up Universal Event Tracking and conversion goals and 2) actively check the publisher performance report or to view the publisher website report within the Dimensions tab.

Keeping tabs on syndicated partner performance will allow you to take advantage of the site exclusion feature to block domains that are not meeting your quality criteria or performance KPIs.

As always, use these tips to get more out of your campaigns: 

  • Study your ads’ performance – Make sure your ads are working well by evaluating your impressions, clicks and conversions.
  • Adjust as needed – You can boost results by adjusting your ad copy, bids, keywords and targeting.
  • Check your budgets – Make sure your budget allows you to take advantage of growing volume availability.

Note: If you find you are experiencing fraudulent clicks, submit a ticket to the Traffic Quality team.

Syndication tips
  • Find out if your ads are working well by evaluating your impressions, clicks and conversions.
  • Boost results by adjusting your ad copy, bids, keywords and targeting.
  • Make sure your budget allows you to take advantage of growing volume availability.  
  • Contact support teams with questions about syndicated search or help with tasks, like site exclusions. 
  • If you are just getting started with syndicated search, try setting up a campaign using only syndicated search. You can set specific keywords, check CPCs and see how syndication is performing for you. 
  • Site exclusions – Advertisers have the ability to exclude lower performing syndication sites and also opt-out in extreme cases.

Summary

Microsoft Advertising search partners brings value with a strong ROI, a large, mobile audience and a focus on optimisation. Syndicated search also helps expand query volume, increasing impressions, clicks and revenue for advertisers.

With approximately 21% lower CPC and 77% more mobile conversions, third-party partnerships offer more transparency and more controls.

Remember these key points when considering your Syndicated Partner Network options:

  • Microsoft Advertising distributes ads to these third-party publishers and shares advertising revenue with the publisher when the ad is clicked.
  • Consistently monitoring performance by checking the publisher performance report.
  • Enable UET to analyse your personalised data and ads work harder for you.

Thanks for reading this Study Guide on Syndicated Partner Network. Continue studying or take the Microsoft Advertising Certified Professional exam to become certified.

Please note all features in this Study Guide may not be available in your market.