ads microsoft

# /ads microsoft — Microsoft Ads Deep Analysis

> 20-check audit of Microsoft (Bing) Ads with Google import validation and Copilot assessment.

## Usage

```bash
/ads microsoft
```

## Process

1. Collect Microsoft Ads data (account export, UET tag status, import results)
2. Evaluate all applicable checks as PASS, WARNING, or FAIL
3. Calculate Microsoft Ads Health Score (0-100)
4. Generate findings report with action plan

## What to Analyze

### Technical Setup (25% weight)
- UET tag installed and firing on all pages (MS01)
- Enhanced conversions enabled (MS02)
- Google Ads import validated: URLs, extensions, bids, goals (MS03)

### Syndication & Bidding (20% weight)
- Search partner network reviewed, low-performers excluded (MS04)
- Audience Network enabled only if testing intentionally (MS05)
- Bid targets 20-35% lower than Google (CPC advantage) (MS06)
- Target New Customers enabled for PMax (MS07)

### Campaign Structure (20% weight)
- Campaign structure mirrors Google or follows best practices (MS08)
- Budget proportional to Bing volume: typically 20-30% of Google (MS09)
- LinkedIn profile targeting for B2B — unique advantage (MS10)

### Creative & Extensions (20% weight)
- RSA: >=8 headlines, >=3 descriptions (MS11)
- Multimedia Ads tested — unique rich format (MS12)
- Ad copy optimized for Bing demographics (MS13)
- Action Extension utilized — unique to Microsoft (MS19)
- Filter Link Extension tested (MS20)

### Settings & Performance (15% weight)
- Copilot chat placement enabled for PMax: 73% CTR lift (MS14)
- Conversion goals configured natively (MS15)
- CPC 20-40% lower than Google for same keywords (MS16)
- CVR comparable to Google, not >50% lower (MS17)
- Impression share tracked for brand and top terms (MS18)

## Google Import Validation

### What Transfers Correctly
- Campaign structure and ad groups
- Keywords and match types
- RSA headlines and descriptions
- Basic bid strategies

### What Needs Manual Review
- **URLs**: verify all landing page URLs are correct post-import
- **Extensions**: not all Google extensions have Microsoft equivalents
- **Bid amounts**: should be 20-35% lower
- **Conversion goals**: re-create natively for better tracking
- **Audiences**: verify all are present
- **Negative keywords**: verify shared negative lists transferred

## Copilot Integration

- Available in Performance Max campaigns
- 73% CTR lift reported in chat placement
- Copilot Checkout launched Jan 2026 (in-chat purchase)
- Evaluate: is Copilot placement enabled? What % of traffic comes from it?

## Microsoft-Unique Features

| Feature | Description | Priority |
|---------|-------------|----------|
| Multimedia Ads | Image-rich search ads | Medium |
| Action Extension | CTA button in search ad | Medium |
| Filter Link Extension | Filterable category links | Low |
| LinkedIn Profile Targeting | Target by company, industry, job function | High (B2B) |
| Copilot Chat Placement | Ads within Copilot conversations | High |

## Key Thresholds

| Metric | Pass | Warning | Fail |
|--------|------|---------|------|
| CTR (Search) | >=2.83% | 1.5-2.83% | <1.5% |
| CPC (Search) | <=$1.55 | $1.55-2.50 | >$2.50 |
| CPC vs Google | 20-40% lower | 10-20% lower | Same or higher |
| CVR vs Google | Within 20% | 20-50% lower | >50% lower |
| Impression share (brand) | >=80% | 60-80% | <60% |

## Output

### Deliverables
- `MICROSOFT-ADS-REPORT.md` — Full 20-check findings with pass/warning/fail
- Google import validation results
- Copilot integration readiness assessment
- Cost advantage analysis (CPC savings vs Google)
- Microsoft-unique feature adoption checklist
- Quick Wins sorted by impact