| |

To be honest, we were initially a bit surprised by the positive performance of several campaigns on Bing Ads (now Microsoft Ads). For several of our clients, it has a significantly higher ROI than Google Ads, albeit with a smaller audience.

However, when viewing campaign performance for a couple clients, I noticed that the portion of ads served via the “Microsoft Audience Network” had a conversion rate that was significantly lower than that of Search Ads.

To get a quick look view of this, you can compare the columns Search Ads Total vs. Audience Ads Total on your Campaigns or Adgroups gridview.

Bing Ads grid view showing "Audience ads total"

To Disable Adience Ads:

This can be done at either campaign or adgroup levels:

  • For Campaigns: Campaigns > Settings > Advanced Settings > Other Settings > Audience Ads. Set Bid Adjustment to Decrease by 100% to disable entirely.
Bing Ads decrease audience ads bid at campaign level
  • For Adgroups: Adgroup > Set Bids > Other Settings > Audience Ads > Set Bid Adjustment to Decrease by 100% to disable entirely.
Bing Ads decrease audience ads bid at adgroup level

Note that, ad the adgroup level, there are additional options to control the delivery platforms that ads will be served on, described by Microsoft here.

It’s definitely looking at their delivery networks and figuring out what has the best ROI for your campaign. I just wanted to share the answer to those of you who see discontinuing the Audience Bids as an easy way to stop wasting money 🙂