Microsoft Advertising, formerly known as Bing Ads, offers a powerful platform for reaching potential customers. But like any marketing tool, it’s easy to stumble if you aren’t careful. Are you unintentionally throwing money away on campaigns that underperform?
Key Takeaways
- Use Exact Match keywords strategically in Microsoft Advertising to minimize wasted ad spend on irrelevant searches.
- Implement conversion tracking meticulously to accurately measure campaign performance and ROI, and avoid making decisions based on incomplete data.
- Review and adjust your ad scheduling based on performance data to target peak hours and avoid wasting budget when your audience is least active.
1. Neglecting Keyword Match Types
One of the biggest mistakes I see is not fully understanding or properly using keyword match types. Microsoft Advertising offers several options: Broad Match, Broad Match Modifier (BMM), Phrase Match, and Exact Match. Each determines how closely a user’s search query must match your keyword for your ad to appear.
Broad Match casts the widest net, showing your ad for searches related to your keyword, even if they’re not directly relevant. This can lead to wasted ad spend on irrelevant clicks. For example, if your keyword is “dog food,” your ad might show for searches like “cat food” or “pet supplies.”
Broad Match Modifier (BMM) is a bit more targeted. It requires that all words marked with a “+” sign in your keyword phrase must be present in the search query. So, “+dog +food” would show for “best dog food” or “dog food delivery” but not “cat food.” (Note: Google Ads eliminated BMM keywords in 2021, but Microsoft Advertising still supports them in 2026.)
Phrase Match displays your ad when the search query contains your keyword phrase in the same order, though there may be other words before or after. “Dog food” (in phrase match) could trigger your ad for “buy dog food online” or “dog food near me.”
Exact Match is the most precise. Your ad only shows when the search query is exactly the same as your keyword, or a close variation of it (misspellings, plurals, etc.). “[Dog food]” (in exact match) would only show for “dog food” or very close variations like “dog foood.”
Pro Tip: Start with a mix of match types, but closely monitor performance. As you gather data, refine your strategy, using more Exact Match keywords for terms that convert well and adding negative keywords to filter out irrelevant searches for your broader match keywords.
2. Ignoring Negative Keywords
Speaking of negative keywords, ignoring them is like leaving the front door open for unwanted guests. Negative keywords prevent your ads from showing for specific search terms. Without them, you risk wasting money on clicks from people who are clearly not interested in your product or service.
For instance, if you sell premium dog food, you might add “cheap,” “discount,” and “DIY” as negative keywords to avoid showing your ads to budget-conscious shoppers or people looking to make their own dog food. If you are targeting customers in the metro Atlanta area, adding negative keywords like “Columbus” or “Savannah” can prevent your ads from showing to people outside of your service area.
Common Mistake: Many advertisers only add negative keywords reactively, after noticing irrelevant search terms in their search query reports. A better approach is to proactively research potential negative keywords before launching your campaign. Brainstorm terms that are related to your product but indicate a lack of purchase intent. Think about common questions or informational searches that might use similar keywords.
To add negative keywords in Microsoft Advertising, navigate to the “Keywords” tab within your campaign or ad group, then select “Negative Keywords.” You can add them at the campaign level (to apply to all ad groups within the campaign) or at the ad group level (for more granular control).
3. Forgetting Conversion Tracking
You can’t improve what you don’t measure. Without proper conversion tracking, you’re essentially flying blind. You won’t know which keywords, ads, or campaigns are driving actual results (leads, sales, etc.), and you’ll be unable to make informed decisions about where to allocate your budget.
Microsoft Advertising’s Universal Event Tracking (UET) tag is your key to unlocking conversion data. You’ll need to create a UET tag in your Microsoft Advertising account and then install it on every page of your website. Once the tag is in place, you can define conversion goals, such as form submissions, phone calls, or purchases.
I had a client last year who launched a campaign without setting up conversion tracking. They were getting a lot of clicks, but they had no idea if those clicks were turning into leads. After implementing UET and defining their conversion goals (contact form submissions), they realized that a large portion of their ad spend was going to keywords that weren’t generating any leads at all. They were able to cut those keywords and reallocate their budget to higher-performing areas, resulting in a 30% increase in lead volume at the same ad spend.
Pro Tip: Test your UET tag implementation to ensure it’s firing correctly. Use the UET Tag Helper browser extension to verify that the tag is present and tracking data on your website.
4. Ignoring Ad Scheduling
Are you running your ads 24/7, regardless of when your target audience is most active? That’s another common mistake. Ad scheduling allows you to specify the days and times your ads are shown. By analyzing your conversion data, you can identify peak performance hours and adjust your schedule accordingly.
For example, if you’re a local pizza restaurant near the Georgia State University campus in downtown Atlanta, you might find that your ads perform best during lunch and dinner hours on weekdays and late-night hours on weekends. You can then set your ad schedule to prioritize those times and reduce or eliminate ad spend during off-peak hours.
To adjust your ad schedule, go to the “Ad Schedule” tab within your campaign. Here, you can set specific bid adjustments for different days and times. For instance, you might increase your bids by 20% during peak hours to ensure your ads are shown more frequently.
Common Mistake: Many advertisers set an initial ad schedule and then forget about it. Your audience’s behavior may change over time, so it’s crucial to regularly review your ad schedule and make adjustments based on the latest data.
5. Overlooking Ad Extensions
Ad extensions are extra snippets of information that appear below your ad, providing additional context and encouraging users to click. Microsoft Advertising offers a variety of extensions, including sitelink extensions, callout extensions, location extensions, and call extensions.
Sitelink extensions allow you to link to specific pages on your website, such as your product page, about us page, or contact page. Callout extensions highlight key features or benefits of your product or service. Location extensions display your business address and phone number, making it easier for local customers to find you. Call extensions add a clickable phone number to your ad, allowing users to call you directly.
We had a client, a personal injury law firm near the Fulton County Courthouse, who saw a significant increase in call volume after adding call extensions to their ads. By making it easier for potential clients to contact them directly, they were able to generate more leads and ultimately increase their revenue.
Pro Tip: Use as many relevant ad extensions as possible. The more information you provide, the more likely users are to click on your ad. And remember to tailor your extensions to the specific ad group and keywords you’re targeting.
6. Neglecting Mobile Optimization
In 2026, a huge percentage of online searches happen on mobile devices. A Statista report found that mobile devices account for over 55% of global website traffic. If your Microsoft Advertising campaigns aren’t optimized for mobile, you’re missing out on a significant portion of your target audience.
Start by creating mobile-friendly landing pages. Ensure that your website is responsive and loads quickly on mobile devices. Use a mobile-first design approach, prioritizing the user experience on smaller screens. You can also create mobile-specific ads with shorter headlines and descriptions that are easier to read on mobile devices.
To adjust your mobile bid adjustments, go to the “Settings” tab within your campaign and then select “Device targeting”. Here, you can increase or decrease your bids for mobile devices. If you find that your mobile ads are performing well, you might increase your bids to ensure they’re shown more frequently to mobile users.
7. Ignoring Search Query Reports
Your search query reports are a goldmine of information about what people are actually searching for when they see your ads. By analyzing these reports, you can identify new keyword opportunities, uncover irrelevant search terms to add as negative keywords, and refine your ad copy to better match user intent.
To access your search query reports, go to the “Keywords” tab within your campaign or ad group and then select “Search terms”. Here, you’ll see a list of the actual search queries that triggered your ads. Review this list regularly and look for patterns and trends.
Common Mistake: Many advertisers only glance at their search query reports occasionally. A better approach is to make it a regular habit, reviewing the reports at least once a week and taking action on your findings. For more expert insights, you may want to unlock marketing success with our team.
To really turn your campaigns into ROI powerhouses, focus on the data.
What is the difference between Microsoft Advertising and Google Ads?
While both are pay-per-click advertising platforms, Microsoft Advertising primarily targets users on the Bing search engine and its partner network, while Google Ads targets users on Google and its partner network. Microsoft Advertising often has lower competition and can be more cost-effective in some niches. I’ve personally seen CPCs 15-20% lower on Microsoft Ads in certain campaigns.
How often should I review my Microsoft Advertising campaigns?
You should review your campaigns at least weekly, and ideally daily, especially when first launching a new campaign. This allows you to quickly identify and address any issues, such as low click-through rates or high bounce rates, and make timely adjustments to your keywords, bids, and ad copy.
What is a good click-through rate (CTR) for Microsoft Advertising?
A good CTR varies depending on your industry and the competitiveness of your keywords, but generally, a CTR of 2% or higher is considered good. However, don’t focus solely on CTR; also consider your conversion rate and overall ROI.
How much should I bid on my keywords?
Your bid should be based on your target cost per acquisition (CPA) and the value of each conversion to your business. Start with a conservative bid and gradually increase it until you reach your desired position in the search results, while still maintaining a profitable CPA.
What are some common reasons why my ads aren’t showing?
Several reasons can prevent your ads from showing, including low bids, low quality scores, disapproved ads, negative keywords, and targeting settings. Check your account status and campaign settings to identify and resolve any issues.
By avoiding these common mistakes, you can significantly improve the performance of your Microsoft Advertising campaigns and achieve a better return on your investment. Don’t just set it and forget it. Consistent monitoring and refinement are critical. So, start auditing your campaigns today and implement these strategies to maximize your results.
