Microsoft Ads: Target Atlanta & Beat the Competition

Want to tap into a powerful advertising platform often overlooked by marketers? Microsoft Advertising can be a goldmine for reaching a specific audience with high purchase intent, especially in areas like Buckhead or around the Perimeter Mall where competition on other platforms is fierce. But where do you even begin? Keep reading to learn how to set up your first campaign and start driving results. Are you ready to unlock a new channel for growth?

1. Create Your Microsoft Advertising Account

First, you’ll need an account. Head over to the Microsoft Advertising platform. If you already use other Microsoft services like Outlook or Xbox, you can use that existing account. Otherwise, create a new one. The signup process is straightforward, requiring basic information like your email, location (be sure to specify Georgia, if that’s where you’re targeting!), and business details. One thing I’ve found helpful is to use a dedicated business email address for your advertising account – it keeps things organized.

Once you’ve created your account, you’ll be prompted to set up your first campaign. Don’t worry, we’ll get to that in a later step. For now, just skip this step and focus on setting up your account properly.

Pro Tip: Make sure the email address you use is one you check regularly. Microsoft Advertising will send you important notifications about your account, including billing alerts and policy updates.

2. Set Up Conversion Tracking with UET Tag

Before launching any campaigns, you must set up conversion tracking. This allows you to see which keywords and ads are actually driving results. Microsoft Advertising uses the Universal Event Tracking (UET) tag for this. Here’s how to set it up:

1. In the Microsoft Advertising interface, go to “Tools” and select “UET tag”.
2. Click “Create UET tag”. Give it a descriptive name (e.g., “Website Conversion Tracking”).
3. Choose your tag type. For most businesses, the standard UET tag will suffice.
4. Save the tag. You’ll be given a snippet of code.
5. Install the UET tag on every page of your website. The easiest way to do this is through Google Tag Manager. If you’re using WordPress, you can use a plugin like “Head, Footer and Post Injections” to add the code to your site’s header.

Once the tag is installed, verify that it’s working correctly. Go back to the UET tag page in Microsoft Advertising and click “Verify.” It should show that the tag is active.

Common Mistake: Many people skip this step or incorrectly install the UET tag. This leads to inaccurate data and wasted ad spend. Double-check your installation and verification!

3. Link Your Account to Google Analytics (Optional, But Recommended)

For even deeper insights, link your Microsoft Advertising account to your Google Analytics account. This allows you to see how your Microsoft Advertising campaigns are performing in conjunction with your other marketing efforts. I had a client last year who saw a huge boost in their understanding of customer behavior after linking these two platforms.

1. In Microsoft Advertising, go to “Tools” and select “Linked Accounts”.
2. Click “Link Google Analytics Account”.
3. Follow the prompts to authorize the connection between your accounts.

Pro Tip: Make sure you have administrative access to both your Microsoft Advertising and Google Analytics accounts. Otherwise, you won’t be able to link them.

4. Start Your First Search Campaign

Now for the fun part: creating your first campaign! We’ll focus on a search campaign, as it’s the most common and effective type for most businesses.

1. Click “Create Campaign” in the Microsoft Advertising interface.
2. Choose your goal. For most businesses, “Visits to my website” or “Conversions on my website” are good options.
3. Select “Search Ads” as your campaign type.
4. Give your campaign a name. Be specific and descriptive (e.g., “Atlanta – Plumbers – Emergency Services”).
5. Set your budget. Start with a daily budget that you’re comfortable with. You can always increase it later. I often recommend starting with $25-$50 per day to test the waters.
6. Choose your target locations. This is crucial for local businesses. You can target specific cities (like Atlanta), zip codes (like 30305 in Buckhead), or even a radius around your business address.
7. Set your language targeting. Choose the languages spoken by your target audience.

Common Mistake: Neglecting location targeting is a huge mistake for local businesses. Make sure you’re targeting the right areas to avoid wasting ad spend on irrelevant clicks.

5. Keyword Research: Finding the Right Terms

Keywords are the foundation of your search campaign. You need to identify the terms that your target audience is using to find your products or services. Here’s how to do keyword research:

1. Use the Microsoft Advertising Keyword Planner. This tool allows you to research keywords, see their search volume, and get suggestions for related keywords.
2. Brainstorm keywords related to your business. Think about what your customers would type into a search engine to find you. For example, if you’re a plumber in Atlanta, you might use keywords like “plumber Atlanta,” “emergency plumbing Atlanta,” or “drain cleaning Buckhead.”
3. Use different keyword match types. Microsoft Advertising offers four match types:
   • Broad Match: Shows your ad for searches that are related to your keyword. (e.g., “plumber” could trigger ads for “plumbing repair,” “find a plumber,” etc.)
   • Broad Match Modifier: Adds a “+” sign before keywords that must be present in the search query. (e.g., “+plumber Atlanta” would trigger ads for “plumber in Atlanta,” “best plumber Atlanta,” but not “Atlanta plumbing schools.”)
   • Phrase Match: Shows your ad for searches that include your keyword phrase. (e.g., “plumber Atlanta” would trigger ads for “cheap plumber Atlanta” or “plumber Atlanta reviews.”)
   • Exact Match: Shows your ad only for searches that exactly match your keyword. (e.g., “[plumber Atlanta]” would only trigger ads for “plumber Atlanta.”)

Start with a mix of broad match modifier and phrase match keywords. As you gather data, you can refine your keyword strategy and add more exact match keywords.

Pro Tip: Use negative keywords to prevent your ads from showing for irrelevant searches. For example, if you don’t offer commercial plumbing services, add “commercial” as a negative keyword.

6. Craft Compelling Ad Copy

Your ad copy is what will convince people to click on your ad. Here’s how to write effective ad copy:

1. Write clear and concise headlines. Use your keywords in your headlines to show relevance.
2. Highlight your unique selling proposition (USP). What makes your business different from the competition? Do you offer 24/7 emergency service? Are you the highest-rated plumber in Atlanta?
3. Include a call to action (CTA). Tell people what you want them to do (e.g., “Call Now,” “Get a Free Quote,” “Visit Our Website”).
4. Use ad extensions. Ad extensions allow you to add extra information to your ads, such as your phone number, address, and links to specific pages on your website. These can significantly improve your click-through rate (CTR).

Here’s an example of effective ad copy for a plumber in Atlanta:

Headline 1: 24/7 Emergency Plumber Atlanta
Headline 2: Fast & Reliable Service
Description: Local Atlanta Plumbers – Free Estimates! Call Now!

Common Mistake: Generic ad copy is a major turnoff. Make sure your ads are relevant to your keywords and that they highlight what makes your business special.

7. Set Up Audience Targeting

Microsoft Advertising offers a variety of audience targeting options to help you reach the right people. Here are a few key options:

• In-Market Audiences: Target people who are actively researching or shopping for specific products or services. For example, you could target people who are in the market for “home repair services.”
• Custom Audiences: Create audiences based on your own data, such as your website visitors or customer list.
• Demographic Targeting: Target people based on their age, gender, or location.

I recommend starting with in-market audiences. These are generally the most effective for reaching people who are ready to buy. For instance, a personal injury lawyer near the Fulton County Superior Court could target people in the “legal services” in-market audience. We ran into this exact issue at my previous firm – we were getting a lot of irrelevant clicks until we narrowed our audience targeting.

Pro Tip: Don’t over-target your audience. If you narrow your targeting too much, you’ll limit your reach and may miss out on potential customers.

8. Launch and Monitor Your Campaign

Once you’ve set up your campaign, it’s time to launch it! But the work doesn’t stop there. You need to monitor your campaign closely to see how it’s performing and make adjustments as needed.

• Check your campaign performance regularly. Pay attention to metrics like impressions, clicks, CTR, conversion rate, and cost per conversion.
• A/B test your ad copy. Create multiple versions of your ads and see which ones perform best.
• Adjust your bids. If you’re not getting enough impressions, increase your bids. If you’re spending too much, decrease your bids.
• Refine your keyword strategy. Add new keywords, remove underperforming keywords, and adjust your match types.

Common Mistake: Setting up a campaign and then forgetting about it is a recipe for disaster. You need to actively monitor and optimize your campaign to get the best results. A report by eMarketer found that companies that regularly optimize their campaigns see a 20% increase in conversion rates.

9. Case Study: Atlanta Landscaping Company

Let’s look at a hypothetical example. “GreenThumb Landscaping,” a small business based near the intersection of Piedmont Road and Roswell Road in Atlanta, wanted to increase leads for their lawn care services. They implemented a Microsoft Advertising campaign using the steps outlined above.

Here’s what they did:

• Targeted the Atlanta metro area, specifically zip codes in Buckhead, Brookhaven, and Sandy Springs.
• Used keywords like “lawn care Atlanta,” “landscaping services Buckhead,” and “lawn mowing Sandy Springs.”
• Created ad copy highlighting their free estimates and same-day service.
• Targeted in-market audiences for “home improvement” and “lawn and garden.”
• Set a daily budget of $30.

Within the first month, GreenThumb Landscaping saw a 30% increase in leads and a 20% increase in website traffic. They were able to acquire new customers at a cost per acquisition (CPA) of $25, which was significantly lower than their previous marketing efforts.

This shows the power of Microsoft Advertising when used strategically, especially for local businesses targeting specific areas like the affluent neighborhoods around Northside Hospital.

10. Stay Updated with Microsoft Advertising

Microsoft Advertising is constantly evolving, with new features and updates being released regularly. It’s important to stay informed about these changes to ensure you’re getting the most out of the platform. Follow the Microsoft Advertising Blog and attend webinars to learn about the latest trends and best practices. Here’s what nobody tells you: often, these “new” features are just re-packaged versions of existing ones. Don’t chase every shiny object – focus on the fundamentals.

Mastering Microsoft Advertising takes time and effort. But by following these steps and continuously learning, you can unlock a valuable channel for reaching your target audience and growing your business. Don’t be afraid to experiment and test different strategies to see what works best for you. You might be surprised at the results! To avoid wasting your budget, ensure you manage your bids effectively.

Furthermore, if you are in Atlanta, consider focusing on B2B leads for optimal results.

The key to success with Microsoft Advertising isn’t just setting up a campaign; it’s about understanding your audience and tailoring your message to resonate with them on the Bing network. Start small, track everything, and be prepared to iterate. A well-managed Microsoft Advertising campaign can unlock significant growth for your business.

The key to success with Microsoft Advertising isn’t just setting up a campaign; it’s about understanding your audience and tailoring your message to resonate with them on the Bing network. Start small, track everything, and be prepared to iterate. A well-managed Microsoft Advertising campaign can unlock significant growth for your business.