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    Benchmark Reports, Microsoft Advertising

    Microsoft Advertising CPM, CPC, & CTR Benchmarks

    It only took a quarter, but we're finally used to saying Microsoft Advertising, and not Bing!

    Read on to see what we found when we analyzed over 103 million ad impressions and over 2.2 million clicks for ads on Microsoft Advertising, in Q3 2019. Be sure to read the Q3 2019 PPC Benchmark Report for additional ad performance trends. Check out our Benchmark Report page for the latest reports by quarter.

    Bing CPC, CPM, & CTR for Q3 2019 at-a-glance 

    • Median CPC was $1.99
    • Median CPM was $53.50
    • Median CTR was 2.92%

    Microsoft Advertising CPC rises steadily

     

    We found that median CPC continued to climb, increasing 43 cents to $1.99. Compared to the same time last year, median CPC for ads on Bing is down $0.54.



    Q3 2019 Microsoft Advertising ad performance data from 103MM impressions and 2.2MM clicks
    Source: AdStage Inc.

    Key Takeaways

    • CPC increased by 27.6% since Q2 2019
    • CPC decreased by 21.3% Y/Y since Q3 2018
     

    Microsoft Advertising CTR continues downward slide

    Median CTR for ads on Bing decreased by $0.39 since Q2, but is up 7.8% compared to the same time last year.

    Q3 2019 Microsoft Advertising ad performance data from 103MM impressions and 2.2MM clicks
    Source: AdStage Inc.

    Key Takeaways

    • CTR decreased by 11.8% since Q2 2019
    • CTR increased 7.8% Y/Y since Q3 2018

     

    Microsoft Advertising Ad Trends Q3 2019

    New insight into ad placements: The ability to see where your ads are showing up in search results seems like a given. Microsoft Advertising is making this more clear for advertisers with new metrics:

    • Top impression share
    • Top impression share lost to rank
    • Top impression share lost to budget
    • Absolute top impression share
    • Absolute top impression share lost to rank
    • Absolute top impression share lost to budget

    A top impression is anything in the top section of search results. An absolute top impression means the ad was the first thing shown in search results.

    Test campaign changes with Experiment: Before you make any adjustments to an in-progress campaign, Microsoft is giving you the ability to test it with a feature called Experiments. As the company explained in the announcement, “Sometimes, it’s not immediately clear whether a new bidding strategy, setting, or feature is the best move for you… With experiments rolling out globally, you can now test out those campaign changes with full confidence.” This gives advertisers the ability to test changes without launching them across the whole campaign for a pretty effective A/B test. 

    Dynamic Search Ads expand: Microsoft is giving marketers more real estate in Dynamic Search Ads with longer titles and descriptions. This makes their ads more comparable to what Google Ads provide after their recent headline, description, and character expansions. The update gives marketers: 

    • An additional description field
    • Up to 90 characters each for the two descriptions
    • Longer dynamically generated ad titles

    Responsive search ads open to everyone: In another bid to keep pace with Google, Microsoft opened up Responsive search ads to all advertisers. Previously it was only available to selected accounts. As a reminder, Responsive search ads automatically adjust themselves according to the search query. So advertisers can test thousands of combinations of headlines and descriptions without creating multiple campaigns.

    New audience targeting options: The new method combines customer data with technology to hit people with ads when they’re most ready to buy by finding prospects who are similar to those who already buy from you. Microsoft says the new option should give marketers a boost in the performance of shopping campaigns with better conversion rates and lower CPA.

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.