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ads-microsoft

Microsoft/Bing Ads deep analysis covering search, Performance Max, Audience Network, and Copilot integration. Evaluates 20 checks with focus on Google import validation, unique Microsoft features, and cost advantage assessment. Use when user says Microsoft Ads, Bing Ads, Bing PPC, Copilot ads, or Microsoft campaign.

82

Quality

78%

Does it follow best practices?

Impact

Pending

No eval scenarios have been run

SecuritybySnyk

Passed

No known issues

Optimize this skill with Tessl

npx tessl skill review --optimize ./skills/ads-microsoft/SKILL.md
SKILL.md
Quality
Evals
Security

Microsoft Ads Deep Analysis

Process

  1. Collect Microsoft Ads data (account export, UET tag status, import results)
  2. Read ads/references/microsoft-audit.md for full 20-check audit
  3. Read ads/references/benchmarks.md for Microsoft-specific benchmarks
  4. Read ads/references/scoring-system.md for weighted scoring
  5. Evaluate all applicable checks as PASS, WARNING, or FAIL
  6. Calculate Microsoft Ads Health Score (0-100)
  7. Generate findings report with action plan

What to Analyze

Technical Setup (25% weight)

  • UET tag installed and firing on all pages (MS01)
  • Enhanced conversions enabled (MS02)
  • Google Ads import validated: URLs, extensions, bids, goals (MS03)

Syndication & Bidding (20% weight)

  • Search partner network reviewed, low-performers excluded (MS04)
  • Audience Network enabled only if testing intentionally (MS05)
  • Bid targets 20-35% lower than Google (CPC advantage) (MS06)
  • Target New Customers enabled for PMax, Beta 2026 (MS07)

Campaign Structure (20% weight)

  • Campaign structure mirrors Google or follows best practices (MS08)
  • Budget proportional to Bing volume: typically 20-30% of Google (MS09)
  • LinkedIn profile targeting for B2B (unique advantage) (MS10)

Creative & Extensions (20% weight)

  • RSA: ≥8 headlines, ≥3 descriptions (MS11)
  • Multimedia Ads tested (unique rich format) (MS12)
  • Ad copy optimized for Bing demographics (MS13)
  • Action Extension utilized (unique to Microsoft) (MS19)
  • Filter Link Extension tested (MS20)

Settings & Performance (15% weight)

  • Copilot chat placement enabled for PMax: 73% CTR lift (MS14)
  • Conversion goals configured natively, not relying on imported (MS15)
  • CPC 20-40% lower than Google for same keywords (MS16)
  • CVR comparable to Google, not >50% lower (MS17)
  • Impression share tracked for brand and top terms (MS18)

Google Import Validation

Most Microsoft Ads accounts start as Google Ads imports. Critical validation:

What Transfers Correctly

  • Campaign structure and ad groups
  • Keywords and match types
  • RSA headlines and descriptions
  • Basic bid strategies

What Needs Manual Review

  • URLs: verify all landing page URLs are correct post-import
  • Extensions: not all Google extensions have Microsoft equivalents
  • Bid amounts: should be 20-35% lower (don't import Google bids as-is)
  • Conversion goals: re-create natively for better tracking
  • Audiences: import may miss segments, verify all are present
  • Negative keywords: verify shared negative lists transferred

Import Schedule

  • Auto-import: useful but review changes monthly
  • Manual import: more control, recommended for large accounts
  • Never import without post-import audit

Copilot Integration

Microsoft's AI assistant creates unique ad opportunities:

Copilot Chat Ads

  • Available in Performance Max campaigns
  • 73% CTR lift reported in chat placement
  • Copilot Checkout launched Jan 2026 (in-chat purchase)
  • Natural language ad delivery (conversational context)

How to Evaluate

  • Is Copilot placement enabled? (If not, HIGH priority for PMax)
  • What % of impressions/clicks come from Copilot?
  • CTR/CVR comparison: Copilot vs traditional placements
  • Ad copy quality: does it read well in conversational context?

Microsoft-Unique Features

These features are exclusive to Microsoft Ads; evaluate adoption:

FeatureDescriptionPriority
Multimedia AdsImage-rich search ads with visual elementsMedium
Action ExtensionCTA button directly in search adMedium
Filter Link ExtensionFilterable category links in adLow
LinkedIn Profile TargetingTarget by company, industry, job functionHigh (B2B)
Copilot Chat PlacementAds within Copilot conversationsHigh

Bing Demographic Context

Microsoft Ads reach a distinct audience:

  • Older demographic (35-65+ over-indexed)
  • Higher household income (top 25% income brackets)
  • Desktop-heavy (Windows default browser = Edge = Bing)
  • Enterprise/corporate users (Office 365 integration)

Ad copy optimization for this audience:

  • Professional tone, less casual than Google/Meta
  • Emphasize quality, reliability, premium positioning
  • Desktop-optimized landing pages matter more
  • B2B messaging resonates strongly

Key Thresholds

MetricPassWarningFail
CTR (Search)≥2.83%1.5-2.83%<1.5%
CPC (Search)≤$1.55$1.55-2.50>$2.50
CPC vs Google20-40% lower10-20% lowerSame or higher
CVR vs GoogleWithin 20%20-50% lower>50% lower
Impression share (brand)≥80%60-80%<60%

Output

Microsoft Ads Health Score

Microsoft Ads Health Score: XX/100 (Grade: X)

Technical Setup:   XX/100  ████████░░  (25%)
Syndication:       XX/100  ██████████  (20%)
Structure:         XX/100  ███████░░░  (20%)
Creative:          XX/100  █████░░░░░  (20%)
Settings:          XX/100  ████████░░  (15%)

Deliverables

  • MICROSOFT-ADS-REPORT.md: Full 20-check findings with pass/warning/fail
  • Google import validation results
  • Copilot integration readiness assessment
  • Cost advantage analysis (CPC savings vs Google)
  • Microsoft-unique feature adoption checklist
  • Quick Wins sorted by impact
Repository
AgriciDaniel/claude-ads
Commit

c2ca51f

Last updated
Created

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