The Motley Fool’s partnership with Microsoft Advertising has helped further its goals, especially when it comes to running campaigns, reaching new audiences, and increasing conversions. The company used the Microsoft Advertising Keyword Planner tool to find high-intent keywords around new areas of interest in investing and built out new campaigns around that.
Additionally, the company leverages the Microsoft Audience Network along with In-market Audiences and remarketing to boost conversions. “We run direct response campaigns to get people to directly convert off our ads — whether it’s signing up for our email list or purchasing one of our products — and we’ve experienced success with that,” says Delaney.
That success has translated into a consistently strong return on ad spend (ROAS), with Microsoft Advertising becoming an important component in The Motley Fool’s advertising strategy. “Microsoft Advertising has become one of our top advertising platforms in terms of how much scale and return on ad spend we achieve,” Delaney says.
The Motley Fool considers its relationship with Microsoft Advertising as a true partnership — one that continues to grow over time.
“There’s no comparison to the kind of support we get from Microsoft. I’ve had new advertorial ideas come from the team we work with, which is awesome — I’ve never had someone outside of the company suggest ideas before,” says Delaney. “There’s so much value I get from the Microsoft Advertising team and they’re really invested in our performance.”