Despite moving away from their familiar search roots, the Performics team found working with native ads an easy transition, and simple and intuitive to use in the Microsoft Advertising platform interface.
“We learned quickly that we didn’t need to use the import functionality because the process of setting up a new campaign was very quick and easy,” commented Maud Vianez, Search Account Director at Performics. “We wanted to be agile, so we started from scratch, implemented a few creatives with one or two text ads and we were ready to launch. Sometimes with import you must double check that all the parameters are correct, but we wanted to test this quickly and we found the interface efficient and super easy to use.” Consequently, Microsoft Audience Network campaigns were launched in France and the UK in Q1 2021.
As positive results started coming in, the Performics team were able to learn which creatives performed well, adapt, and create more ads and iterate to improve performance in quick sprints. As a result, MSAN added 3% incremental conversions in 2021 on Microsoft Advertising non-branded campaigns whilst reducing the overall cost-per-acquisition by 29%.
The results have delighted Air France Head of Search and Metasearch, Cedric Ibanez: “MSAN is an exclusive PPC format of Microsoft Advertising, easy to run, that brings us profitable bookings on our domestic and outbound markets. MSAN illustrates the fact that native advertising can be truly performance oriented.”