{"id":27176,"date":"2026-01-14T23:26:31","date_gmt":"2026-01-14T17:56:31","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=27176"},"modified":"2026-01-14T23:26:38","modified_gmt":"2026-01-14T17:56:38","slug":"ppcchat-microsoft-ads-insight","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-microsoft-ads-insight\/","title":{"rendered":"PPCChat | Microsoft Ads Insights with Navah Hopkins | 13th January 2026"},"content":{"rendered":"\n<p class=\"lead\">During this week&#8217;s PPCChat session, host <a href=\"https:\/\/x.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">Julie F Bacchini<\/a> was delighted to welcome <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">Navah Hopkins<\/a> of Microsoft Ads to answer PPCers questions and share insights on the hidden gems in Microsoft Ads.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-what-s-different-about-microsoft-than-google-meta-and-pinterest-all-the-networks-microsoft-ads-support-imports-for\"><strong>Q1: What\u2019s different about Microsoft than Google, Meta, and Pinterest (all the networks Microsoft Ads support imports for)?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Microsoft Advertising is different primarily because of where and how ads appear, not just how they\u2019re bought.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Intent + context at scale: Microsoft reaches users across Search (Bing), Microsoft Edge, Windows, Outlook, and Microsoft properties, meaning ads show up when people are actively researching, shopping, working, or planning \u2014 not just scrolling.<\/li>\n\n\n\n<li>Professional and enterprise reach: Microsoft properties over\u2011index on productivity, work\u2011related usage, and higher\u2011intent decision moments. This is especially relevant for B2B, high\u2011consideration consumer, and regulated categories.<\/li>\n\n\n\n<li>Unique data signals: Microsoft uses signals from search, content consumption, and platform context \u2014 without relying on third\u2011party cookies \u2014 which is different from social-first or purely interest-based networks.<\/li>\n\n\n\n<li>Import\u2011friendly but not import\u2011dependent: Imports make onboarding easier, but Microsoft campaigns benefit from optimization that reflects Microsoft\u2011specific inventory and user behavior, not one\u2011to\u2011one copies of other platforms. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n<\/ul>\n\n\n\n<p>I did not know that you could import from Meta or Pinterest, so I am learning already today! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Yup &#8211; we offer import for Meta and Pinterest to help with getting started on Audience ads <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q2-why-can-t-my-budget-spend\"><strong>Q2: Why can\u2019t my budget spend?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There are a few potential reasons for this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your bid to budget ratios are out of whack. As a general rule, you want to make sure you can fit at least 10 clicks in your budget. If you can\u2019t, you\u2019re banking on a better than 10% conversion rate. For non-branded search, that\u2019s just not reasonable.<\/li>\n\n\n\n<li>Your targeting settings are too narrow for us to match you with your ideal customer. This doesn\u2019t mean to open up to broad match and wider location\/placement targeting, but it might mean rethinking how much you\u2019re leaning into performance marketing when you should be adding in brand buys (like Audience ads and CTV). You might experiment with tools like PMax if you have the 30 conversions in 30 days, or use the Audience Planner in Audience ads to get a sense of who is reachable on Microsoft and why they might be motivated by different things than your targeting on Google\/Meta\/Pinterest.<\/li>\n\n\n\n<li>Your ads might still be in editorial review (this can take longer in new accounts). If it\u2019s been more than 7 days since you started your campaigns (including clearing advertiser identity verification), chat into support for assistance. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q3-how-can-i-use-linkedin-targeting-in-microsoft-ads-we-all-want-to-know-about-this\"><strong>Q3: How can I use LinkedIn targeting in Microsoft Ads? (We all want to know about this!)<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I just wrote an SEL post about this: <a href=\"https:\/\/searchengineland.com\/linkedin-targeting-microsoft-advertising-467021\" target=\"_blank\" rel=\"noreferrer noopener\">How to use LinkedIn targeting in Microsoft Advertising<\/a>! <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Thanks, Navah! I appreciate that LinkedIn data can be used to create a target audience in Microsoft Ads. However, I find the list of job titles to be somewhat limited, and the process of selecting target companies feels too manual. Is there a plan to improve the user experience and the user interface for accessing LinkedIn data? I would love a bulk companies name upload <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/p>\n\n\n\n<p>Maybe somethin like on Editor? <a href=\"https:\/\/www.linkedin.com\/in\/liork\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Liorkrolewicz<\/a><\/p>\n\n\n\n<p>That&#8217;s really good feedback &#8211; would this be something you&#8217;d want at an account level or would you want to be able to upload a shared list to your MCC? <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Both options are useful. <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/p>\n\n\n\n<p>I&#8217;d be good with account level (if more simple) <a href=\"https:\/\/www.linkedin.com\/in\/liork\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Liorkrolewicz<\/a><\/p>\n\n\n\n<p>Yes, I was being greedy, to start with account level would be great. <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q4-what-s-going-on-with-gaming-and-why-should-performance-marketers-care\"><strong>Q4: What\u2019s going on with gaming and why should performance marketers care?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Microsoft operates one of the world\u2019s largest connected gaming ecosystems (Xbox, Windows gaming)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gaming environments provide high\u2011engagement, consented, logged\u2011in inventory<\/li>\n\n\n\n<li>Performance marketers benefit from scalable reach in privacy\u2011resilient environments<\/li>\n<\/ul>\n\n\n\n<p>It&#8217;s worth noting that gaming inventory\/ad types are a big focus for us this year, and you can expect a lot of goodies and pilots coming to help you capitalize on the highly personalised while still respecting privacy ad types. I&#8217;ll also give a shout out to mobile URL bundles in the website URL report &#8211; it will help you see which mobile games your ads might be serving on and help you build impression-based remarketing lists (my full thoughts on IBR here: <a href=\"https:\/\/searchengineland.com\/remarketing-microsoft-impressions-461117\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/searchengineland.com\/remarketing-microsoft-impressions-461117<\/a>) <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>If we had clients who did want to target gamers\/games, where would you recommend we send them \/ what channels should we be using to take advantage of those placements? <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>This is a great place to get started: <a href=\"https:\/\/about.ads.microsoft.com\/en\/solutions\/technology\/gaming-solutions\">https:\/\/about.ads.microsoft.com\/en\/solutions\/technology\/gaming-solutions<\/a>  <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q5-does-microsoft-ads-plan-to-add-channel-breakdown-data-and-reporting-for-pmax\"><strong>Q5: Does Microsoft Ads plan to add channel breakdown data and reporting for PMax?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is coming and in closed pilot. No date to announce &#8211; we\u2019re actively working to ensure what we bring takes on feedback around the utility of channel reporting. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>I love seeing the channel breakdown, but in Google, you can&#8217;t adjust bids or turn off channels so I find the report more of a frustration. I can see areas of inefficiency, but can&#8217;t do anything about it. It&#8217;s all or nothing with PMax. Any possibility to allowing some range of bid modification or even turning off certain channels? <a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/p>\n\n\n\n<p>This is part of why we&#8217;re delayed &#8211; we&#8217;re working through feedback to make sure what we bring to market addresses advertiser feedback in a meaningful way. I can&#8217;t speak to specifics of what will or won&#8217;t be there. Know that the feedback is heard. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q6-how-can-we-easily-exclude-the-audience-network-from-search-campaigns-performance-is-awful-and-if-we-push-auto-daily-updates-it-puts-the-setting-back-on-for-example-i-m-spending-50-of-my-budget-on-audience-on-search-and-it-drives-0-conversions\"><strong>Q6: How can we easily exclude the audience network from search campaigns? Performance is Awful and if we push auto daily updates it puts the setting back on. For example, I\u2019m spending 50% of my budget on Audience on search and it drives 0 conversions.<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>First, there\u2019s an important distinction: search campaigns can serve on traditional search surfaces (Bing SERP, Copilot, etc), Search partners (Duck duck go, Baidu, etc), and display spots including Microsoft\u2019s premium inventory (MSN, etc). \u201cAudience network\u201d does not exist.<br>If you\u2019re looking to ensure your ads only serve on search surfaces, there are a few options:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>You can exclude individual website URLs from campaigns at the ad group level or make exclusion lists of 2,500 URLs per list at the MCC level.<\/li>\n\n\n\n<li>You can chat into support and ask for the display exclusions. You\u2019ll be asked to provide data-oriented reasons on why you want to exclude those placements. The reason for that is these placements can drive value and there\u2019s been big investments in quality.&nbsp;&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>It\u2019s important to remember that Microsoft inventory leans into visual assets &#8211; so if customers don\u2019t provide images to go with their text assets, they may not be eligible for placements when their customers are ready to engage with them.<br>On the conversion question, it\u2019s important to check if conversion tracking is working correctly. If you\u2019re confident in that, one other useful tool is Microsoft Clarity, a free behavioral analytics tool that can help you see how your users are behaving once they hit your site. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Here is the link for Microsoft Clarity tool: <a href=\"https:\/\/clarity.microsoft.com\/ \">https:\/\/clarity.microsoft.com\/ <\/a><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Fast follow: if we don&#8217;t include visual assets, we won&#8217;t be on display placements at all? Is there an AI image generator like Google has? <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>How can we more effectively address inventory concerns? Any comments on what is being done to address spam leads and low quality content? <a href=\"https:\/\/www.linkedin.com\/in\/ckostecki\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Chriskostecki<\/a><\/p>\n\n\n\n<p>Great question <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a> there is an autogenerated image asset tool that can help you reach those placements. <a href=\"https:\/\/www.linkedin.com\/in\/ckostecki\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Chriskostecki<\/a>, we&#8217;re actively doing clean up all the time and demonetize bad actors. While we do a lot ot proactively catch these issues, reporting issues through support helps us know to focus there as well as have data to defend greater investments in clean up. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q7-can-you-share-exclusion-lists-between-google-ads-amp-microsoft-ads\"><strong>Q7: Can you share exclusion lists between Google Ads &amp; Microsoft Ads?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Yes! Microsoft offered Search Partner visibility since the beginning, and continues to offer transparency for Audience ads (including mobile URL bundles) in the Website URL report &#8211; you can identify placements you want to exclude from there, as well as identify placements you might want to target on Google. Visa versa, you can also take proven placements on Google and target them on Microsoft with Audience ads placement targeting (note that all Audience ads media buys include Microsoft\u2019s owned premium inventory). <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Are exclusion lists automatically imported if they are being used in a Google campaign that gets imported? <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Following up here &#8211; you can import exclusion URLs &#8211; full list of what can be imported here: <a href=\"https:\/\/help.ads.microsoft.com\/#apex\/ads\/en\/50851\/0\">https:\/\/help.ads.microsoft.com\/#apex\/ads\/en\/50851\/0<\/a> <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Note that most of the useful import settings are under the advanced settings under manual import. if you choose to do a quick import, you may miss some things <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q8-what-are-your-top-recommendations-for-taking-campaigns-that-were-set-up-in-google-ads-and-importing-them-into-microsoft-ads-and-what-little-tweaks-or-adjustments-should-advertisers-do-to-their-imported-campaigns-to-make-them-work-best-in-the-microsoft-ads-platform\"><strong>Q8: What are your top recommendations for taking campaigns that were set up in Google Ads and importing them into Microsoft Ads? And what little tweaks or adjustments should advertisers do to their imported campaigns to make them work best in the Microsoft Ads platform?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I wrote a post detailing this for SEJ, which you can read here: Ask A PPC: How To Make Microsoft Advertising Profitable. The biggest advice I can give is to know whether you will be leaning into what makes Microsoft special or whether you will be running on auto-import from Google. There are pros and cons to both:<br>Pros of managing directly with a one-time import or starting from scratch:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Ad group level settings like location targeting, ad scheduling, and other critical settings allow you to consolidate budgets more effectively than you might on Google (even with portfolio bidding). This means you might have five campaigns with ten ad groups targeting different times and locations, as opposed to 15 campaigns with three to five ad groups. By having fewer campaigns, you can have larger budgets and have an easier time hitting the 30 conversion in 30 days needed for autobidding to reliably function.<\/li>\n\n\n\n<li>Microsoft\u2019s unique audience types (Impression-Based Remarketing and LinkedIn Profile Targeting) are not available on Google. These audiences allow you to harness the value of impressions and B2B intent in ways that might focus your bids and budget differently than how you run your campaigns on Google.<\/li>\n\n\n\n<li>Bid adjustments still function on Microsoft (they act as directional signals for autobidding). If you build with them in mind, you might be able to get higher ROI than if you import from Google without them. It\u2019s also worth noting that bids and budgets from Google are often higher than what you need for Microsoft, As a general rule, I tend to reduce bids by about 30%.<\/li>\n<\/ol>\n\n\n\n<p>Cons of managing directly as opposed to having auto import on:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>You have to manage the campaign and build creative that honour Microsoft\u2019s unique inventory including being able to use \u201c!\u201d in headlines, Multimedia ads on the right-hand side of the SERP\/Copilot, and allowing for ads to serve in the time zone of the user or the account (i.e. less math on when to have your ads run).<\/li>\n<\/ol>\n\n\n\n<p>Pros of importing from Google, Meta, or Pinterest (either one time or on a schedule):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Proven keywords\/structure on a network that comes in at a discount (you can use the import settings to reduce your bids, as well as indicate which settings you\u2019re willing to override vs keep as is once imported).<\/li>\n\n\n\n<li>Less work on getting started.<\/li>\n<\/ul>\n\n\n\n<p>Cons of importing regularly (there are no cons to a one-time import): If you don\u2019t adjust your settings, you risk making changes to your Microsoft Ads account that you don\u2019t intend. This is why it\u2019s critical to go through the import settings and make sure you agree with what you\u2019re allowing Microsoft to change on your behalf through import. You might miss tools that aren\u2019t available on Google, Meta, or Pinterest when you import. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q9-how-do-microsoft-ads-agentic-capabilities-compare-with-what-google-is-doing-any-key-differences-advertisers-should-be-aware-of-take-advantage-of\"><strong>Q9: How do Microsoft Ads\u2019 agentic capabilities compare with what Google is doing? Any key differences advertisers should be aware of\/take advantage of?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We prefer to avoid feature\u2011by\u2011feature competitive claims. Here\u2019s how I would think about Microsoft\u2019s AI perspective:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agentic AI is <strong>embedded across the Microsoft ecosystem<\/strong>: spanning Copilot, Microsoft Advertising, productivity tools, and commerce surfaces.<\/li>\n\n\n\n<li>Brands and advertisers retain explicit control over how agents behave, what they recommend, and where they appear.<\/li>\n\n\n\n<li>AI assists with discovery, decision\u2011making, and execution, but responsibility and accountability remain with the business. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n<\/ul>\n\n\n\n<p>Microsoft consistently positions trust, control, and enterprise readiness as foundational to scaling agentic AI adoption. Our <a href=\"https:\/\/about.ads.microsoft.com\/en\/blog\/post\/january-2026\/conversations-that-convert-copilot-checkout-and-brand-agents\" target=\"_blank\" rel=\"noreferrer noopener\">recent releases<\/a> of Copilot Checkout and Brand Agents represent accessible ways to play with our AI suite in commerce. To ensure you\u2019re prepared for this era:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Prepare clean, structured product and brand data so it can be surfaced effectively in AI\u2011driven experiences like Copilot and Brand Agents.<\/li>\n\n\n\n<li>Think beyond campaigns and consider how your brand shows up <strong>inside AI\u2011powered decision moments<\/strong>, not just before or after them.<a href=\"https:\/\/microsoft.sharepoint.com\/teams\/MSA\/SitePages\/Introducing-Copilot-Checkout-and-Brand-Agents.aspx?web=1\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/li>\n\n\n\n<li>Use agentic AI as a <strong>force multiplier for speed and scale<\/strong>, while maintaining clear ownership over strategy, messaging, and outcomes <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n<\/ol>\n\n\n\n<p>Can you share any insights into how Copilot ads work from a targeting perspective? any case studies or other data available that can be incorporated from a planning perspective? <a href=\"https:\/\/www.linkedin.com\/in\/ckostecki\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Chriskostecki<\/a><\/p>\n\n\n\n<p>Great question &#8211; there is no way to exclusively target Copilot as of now &#8211; instead you become eligible to serve there when you run Search, Shopping, Multimedia, and PMax campaigns. We&#8217;ve found that ads serving on Copilot have a 53% higher relevancy than SERPs (determined by conversions). You might find this post by our brilliant Krishna Madhavan helpful on general AI ingestion principles. <a href=\"https:\/\/about.ads.microsoft.com\/en\/blog\/post\/october-2025\/optimizing-your-content-for-inclusion-in-ai-search-answers\">https:\/\/about.ads.microsoft.com\/en\/blog\/post\/october-2025\/optimizing-your-content-for-inclusion-in-ai-search-answers<\/a> <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Thank you! <a href=\"https:\/\/www.linkedin.com\/in\/ckostecki\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Chriskostecki<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q10-could-we-have-a-client-run-straight-to-amazon-deep-links-via-microsoft-ads\"><strong>Q10: Could we have a client run straight to Amazon deep links via Microsoft Ads?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Yes! So long as the display URL (i.e. the path) makes it clear that the products are your brand, it\u2019s absolutely ok. Here are examples of what would and would not be compliant with policy:<\/p>\n\n\n\n<p>Approved: <a href=\"http:\/\/amazon.com\/bitesociety\" target=\"_blank\" rel=\"noreferrer noopener\">amazon.com\/bitesociety<\/a><br>Disapproved: <a href=\"http:\/\/amazon.com\/gift\/cookies\" target=\"_blank\" rel=\"noreferrer noopener\">amazon.com\/gift\/cookies<\/a><br>P.S. These cookies are delicious, and if you ever find yourself in the Seattle area, getting them fresh is a treat. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q11-what-are-some-hidden-gems-in-microsoft-ads-that-advertisers-might-not-know-about\"><strong>Q11: What are some hidden gems in Microsoft Ads that advertisers might not know about?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are my personal favorites:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Impression Based Remarketing: build audiences to target, exclude, bid up\/down based on impressions. So long as there\u2019s at least one Audience ad campaign\/ad group in the up to 20 sources, any campaign can speak to any campaign (CTV is the exception &#8211; it can be a source, but not a target). This is why I advise all brands to have an always on $5-$10 per day Audience ads campaign to be in the sources so PMax can speak to PMax, Search can speak to Search, and so on. It\u2019s also worth noting that Audience ads in shopping campaigns (dynamic remarketing) is a powerful tool as well. Copilot impressions count for this.<\/li>\n\n\n\n<li>Ads have been serving in Copilot for around three years. You are eligible to serve in Copilot if you\u2019re running Search, Shopping, Multimedia, and PMax campaigns. Exact match is eligible to trigger a Copilot placement, it\u2019s just that PMax has a 2.8X greater likelihood of serving there (this is not us weighting the serving &#8211; it\u2019s just that PMax has an easier time adapting to the dynamic nature of AI surfaces).<\/li>\n\n\n\n<li>Multimedia ads: these ads have their own spot on the Bing SERP (also eligible for Copilot placements) and only one advertiser will win that spot per query auction. It\u2019s worth noting that since they are separate auctions, it\u2019s possible to have a responsive search ad (RSA) and multimedia ad serve on the same SERP. They are a CPC ad type, so they\u2019re also great fodder for Impression Based Remarketing (IBR).<\/li>\n\n\n\n<li>Bid adjustments (including LinkedIn Profile Targeting): these work with autobidding on Microsoft and are a great way to communicate who\/when\/where to focus your budget. It\u2019s worth noting that these are cumulative, so if you have three different eligible bid adjustments, they\u2019ll all trigger.<\/li>\n\n\n\n<li>Copilot ad assistance: PMax campaigns include really helpful Copilot ad assistance including helping with tone, full rewrites, and crawling your site to begin ad creative. It\u2019s worth noting that if you\u2019re not in love with the content Copilot comes up with, there\u2019s a good chance your site isn\u2019t easily understood by organic crawling. You can also use the PMax campaign builder to see how Microsoft understands your competitors (just don\u2019t push the campaigns live with competitor urls).&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n<\/ol>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a> Is there a way we can see if our ads are showing up in Copilot? (If we&#8217;ve been running campaigns for the last 3 years and the ads have been eligible to show there for the last 3 years\u2026) <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>And, where can we see Copilot Ads performance report, please? &nbsp;P. Max give you very little data <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/p>\n\n\n\n<p>As of now, there are no plans for a Copilot performance report due to privacy concerns &#8211; the feedback is head that it&#8217;s important to you <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Sure, but it would be good to understand how much of my budget is going there. I mean, it could be top level maybe, without disclosing the content? Like here was the spend, impr. clicks, conversions, etc.? Just a thought. <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/p>\n\n\n\n<p>The feedback is heard! <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>P.S. You all might find this MAI report useful  <a href=\"https:\/\/microsoft.ai\/news\/its-about-time-the-copilot-usage-report-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/microsoft.ai\/news\/its-about-time-the-copilot-usage-report-2025\/<\/a> &nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-text-align-center\" id=\"h-what-are-your-microsoft-ads-questions\"><strong>What are your Microsoft Ads questions?<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-any-chance-we-ll-see-seniority-level-added-to-linkedin-targeting-job-function-and-industry-feel-very-similar-and-can-be-too-broad-for-what-some-b2b-would-want-targeting-an-owner-ceo-cmo-or-executive-level-could-be-much-more-in-line-with-what-many-advertisers-want\"><strong>Q1: Any chance we\u2019ll see \u201cseniority level\u201d added to LinkedIn targeting?<br>Job function and Industry feel very similar, and can be too broad for what some B2B would want. Targeting an Owner, CEO, CMO, or executive level could be much more in line with what many advertisers want.<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is useful feedback &#8211; no firm plans yet, but I&#8217;ll take this back for review. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q2-what-is-the-best-way-to-position-adding-microsoft-ads-to-a-client-s-mix-these-days-and-do-you-have-a-great-answer-for-us-to-use-when-we-get-hit-with-but-the-traffic-volume-is-so-low-there\"><strong>Q2: What is the best way to position adding Microsoft Ads to a client\u2019s mix these days? And do you have a great answer for us to use when we get hit with \u201cbut the traffic volume is so low there\u201d?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Microsoft ads represents the easiest way to connect with B2B customers at a discount. Through Microsoft Advertising&#8217;s premium inventory and partners, you can reach over 1 billion humans in a way that keeps you in control (bid adjustments still work, ad group level settings, and full visibility into search terms that cost you money through clicks). Before I joined Microsoft, I was always the Microsoft fangirl on my team because Microsoft represented a way to test keyword concepts at discount, find placements I&#8217;d want to exclude, as well as establish whether creative would work at scale. I also really love that we don&#8217;t force you to serve ads in the time zone of the account.A silly additional thing I learned this week is that we allow &#8220;!&#8221; in headlines, so if your clients always felt frustrated about the lack of excitement in creative, Microsoft has you covered. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>The reason I said yes to Microsoft is we fully embrace the &#8220;choose your own adventure&#8221; perspective on AI and account management. If you want to trust fall into automation and AI, you can. If you want to retain control (knowing you might not see as strong results), you can <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Quantifying that discount easily would really help. At a discount, how much! oh, the planning tool doesn&#8217;t have budgeting. let me run a model for you to get an answer. <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>Our forecasting tools and Audience Planner can be helpful there. Everyone is going to see different results, but as a general rule, I find starting with a roughly 30% decrease in CPCs is helpful to start (though budgets should remain around the same till the learning period is cleared) <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>It&#8217;s worth noting that you can make changes to budgets\/TCPA\/TROAS up to 15% without triggering learning periods <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>I have a lot of success with the promo MS Ads has &#8220;Spend $250 get $500&#8221; &#8211; its a great way to get clients to try it and then the results will speak for itself. <a href=\"https:\/\/www.linkedin.com\/in\/liork\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Liorkrolewicz<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a> ooo! saving that one for later! thanks <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/p>\n\n\n\n<p>I tell them &#8220;on the onboarding call, have your CC so we can open a MS ad account. I take mouse control, open one for them live and make sure they get the coupon. Sometimes there is login hassle or other minor issues that I\u00a0\u00a0 learned to push through, so it&#8217;s painless for them to &#8220;get started!&#8221; <a href=\"https:\/\/www.linkedin.com\/in\/liork\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Liorkrolewicz<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q3-do-you-have-any-tips-or-time-saving-methods-for-navigating-in-the-microsoft-ads-ui\"><strong>Q3: Do you have any tips or time-saving methods for navigating in the Microsoft Ads UI?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I&#8217;m going to say something I&#8217;m confident several of you won&#8217;t like: Copilot. Copilot in the Microsoft Advertising UI is a really helpful tool to find tools and insights in your account. We know our current UI is a source of frustration, and we&#8217;re actively working to fix it. That said, getting comfortable searching for tools through Copilot as opposed to going through a menu taxonomy will likely serve you well beyond Microsoft. It&#8217;s also important to remember that Microsoft likes ad group-level settings more than Google (in this way, we&#8217;re closer to Meta). So if you&#8217;re unsure where to find something, make sure to check both campaign and ad group level targeting. Finally, LinkedIn data is done through &#8220;Professional demographics&#8221; as opposed to Audiences. It&#8217;s also worth noting that Shopping search term data is available in the &#8220;Keyword&#8221; section as opposed to being called &#8220;search term&#8221; in the menu. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>PPCChat Participants<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Navah Hopkins <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n\n\n\n<li>Julie F Bacchini <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li>\n\n\n\n<li>Carolina Torres <a href=\"https:\/\/www.linkedin.com\/in\/carolinatorresserrano\/\" target=\"_blank\" rel=\"noreferrer noopener\">@CarolinaTorres<\/a><\/li>\n\n\n\n<li>Lior Krolewicz <a href=\"https:\/\/www.linkedin.com\/in\/liork\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Liorkrolewicz<\/a><\/li>\n\n\n\n<li>Reva Minkoff <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/li>\n\n\n\n<li>Robert Brady \u00a0<a href=\"https:\/\/twitter.com\/robert_brady\" target=\"_blank\" rel=\"noreferrer noopener\">@robert_brady<\/a><\/li>\n\n\n\n<li>Julia Vyse <a href=\"https:\/\/twitter.com\/JuliaVyse\" target=\"_blank\" rel=\"noreferrer noopener\">@JuliaVyse<\/a><\/li>\n\n\n\n<li>Chris Kostecki <a href=\"https:\/\/www.linkedin.com\/in\/ckostecki\/\" target=\"_blank\" rel=\"noreferrer noopener\">@Chriskostecki<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.karooya.com\/blog\/ppc-in-2025-a-complete-recap\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Evolution of PPC in 2025: A Complete Recap<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/why-brand-bidding-is-important\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Bidding on Your Own Branded Keywords is Essential?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/digital-ads-benchmark-report-by-tinuiti-q3-2025-key-highlights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Ads Benchmark Report by Tinuiti | Q3 2025 | Key Highlights<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>During this week&#8217;s PPCChat session, host Julie F Bacchini was delighted to welcome Navah Hopkins of Microsoft Ads to answer PPCers questions and share insights on the hidden gems in Microsoft Ads.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-27176","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27176","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=27176"}],"version-history":[{"count":10,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27176\/revisions"}],"predecessor-version":[{"id":27186,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/27176\/revisions\/27186"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=27176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=27176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=27176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}