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Native performance impacts on the Microsoft Audience Network

July 2021

Microsoft Advertising Insights designed an experiment to test how incorporating the Microsoft Audience Network into your planning cycle affects performance, specifically for our careers and education advertisers. Our hypothesis going into the experiment was that using the Microsoft Audience Network would drive a lift in engagement at every step of the marketing funnel.

Our strategy was simple: we compared online search behavior between those who saw Microsoft Audience education-based ads and those who did not. In doing so, we discovered that engagement was lifted across all three stages of the funnel (awareness, consideration, and conversion). More specifically, we found that users exposed to both Microsoft Search ads and Microsoft Audience ads are 1.6 times more likely to visit a careers & education website compared to those who are exposed to only one type of ad.

Our survey showed that combining native strategies with your search strategy can help push consumers down the marketing funnel. Download our insights today to learn about how you can take advantage of our custom-built audience solutions, designed for reaching the right audience at appropriate times in their journey to purchase.

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