Projects
Microsoft Ads
Review and run Microsoft Ads.
A channel of its own or a copy of Google?
The means are already chosen. First I check whether the decision behind them holds.
Most Microsoft accounts are imported from Google and run alongside unchecked. If yours holds on its own, I manage it from then on, with no agency behind it.
Book a fit callTwenty minutes, free of charge.
Situation
Sound familiar?
Bids, exclusions and ads then come from a different market. You pay for them all the same.Place 03 · What keeps running because nobody stops it
The import carries over campaigns, bids and exclusions one to one. It doesn’t check whether they fit here.Place 02 · The work that looks like progress
The same decisions apply to both. The bids don’t.Place 01 · The decision that was never made
An import carries over the settings. It doesn’t carry over the market.
That is rarely down to the people. Usually all that is missing is the decision everyone can line up behind.
What becomes possible
- Microsoft buys customers at a price decided for this market.
- Both accounts follow the same five decisions, with their own bids.
- You know whether the channel holds on its own.
Who takes on what
I
- read the account, with Google alongside
- check the tracking before I judge
- write the Decision Letter or the Findings
- build the account for this market, if you want it
- run it myself or hold the decisions for your team
You
- decide what the channel should sell
- give access to account and tracking
- sign off
Your agency or your team
- keeps running the account, if you want that
- works to the five decisions
How I go about it
- ReadI read the account point by point, together with Google if it runs alongside. I also say what I could not see.
- DecideThe same five decisions as with Google: what gets sold, to whom, what a customer may cost, what counts and when to stop. The bids apply to this market only.
- LeadI set the account up again for this market, with tracking that means something.
- CloseI check against the five decisions and hand over. Or I keep running the account, with a monthly letter: what holds, what goes.
What may lie behind it
What is different from Google.
Different users. Different searches. Different click prices. Different target groups.
Where the tracking is broken, I don’t judge until it is repaired.
How you know it is done
- Bids, exclusions and ads are checked for this market.
- The tracking counts the same results as with Google.
- The five decisions are in writing, for both accounts.
- The account is set up on that basis and signed off.
The criteria are set before anything is built.
Voice
“Media budget down. New business up significantly. Structure beats volume.” Managing director, services
Limits
I don’t take on an account without reading it first. I don’t optimise for clicks until it is settled that the account sells what you want to sell. And I don’t send a report that contains no decision.
Conversation
Is your Microsoft account running alongside without anyone having decided it should?
Twenty minutes, free of charge, nothing to prepare. You describe your situation, I tell you whether and where I would start. You know what a format costs before we begin.