Install the Microsoft Advertising SDK

Banner ads
Interstitial ads
Native ads

Step 1: Install the Microsoft Advertising SDK

To get started, install the Microsoft Advertising SDK on the development computer you use to build your app. For installation instructions, see this article.

Step 2: Implement ads in your app

The Microsoft Advertising SDK provides several different types of ad controls you can use in your app. Choose which types of ads are best for your scenario and then add code to your app to display those ads. During this step, you will use a test ad unit so you can see how your app renders ads during testing.

Banner ads

These are static display ads that utilize a rectangular portion of a page in your app to display promotional content. These ads can refresh automatically at regular intervals. This is a good place to start if you are new to advertising in your app.

For instructions and code examples, see this article.

Interstitial video and interstitial banner ads

These are full-screen ads that typically require the user to watch a video or click through them to continue in the app or game. We support two types of interstitial ads: video and banner.

For instructions and code examples, see this article.

Native ads

These are component-based ads. Each piece of the ad creative (such as the title, image, description, and call-to-action text) is delivered to your app as an individual element that you can integrate into your app using your own fonts, colors, and other UI components.

For instructions and code examples, see this article.

Step 3: Create an ad unit and configure mediation

After you finish testing your app and you are ready to submit it to the Store, create an ad unit on the In-app ads page in Partner Center. Then, update your app code to use this ad unit so that your app will receive live ads. For more information, see Set up ad units in your app.

By default, your app will show ads from Microsoft’s network for paid ads. To maximize your ad revenue, you can enable ad mediation for your ad unit to display ads from additional paid ad networks such as Taboola and Smaato. You can also increase your app promotion capabilities by serving ads from Microsoft app promotion campaigns.

To start using ad mediation in your UWP app, configure ad mediation settings for your ad unit. By default, we automatically configure the mediation settings using machine-learning algorithms to help you maximize your ad revenue across the markets your app supports. However, you also have the option to manually choose the networks you want to use. Either way, the mediation settings are configured entirely on our servers; you do not need to make any code changes in your app.

Step 4: Submit your app and review performance

After you finish developing your app with ads, you can submit your updated app in Partner Center to make it available in the Store. Apps that display ads must meet the additional requirements that are specified in section 10.10 of the Microsoft Store Policies and Exhibit E of the App Developer Agreement.

After your app is published and available in the Store, you can review your advertising performance reports in Partner Center and continue to make changes to your mediation settings to optimize the performance of your ads. Your advertising revenue is included in your payout summary.

Additional help

For additional help using the Microsoft Advertising SDK, use the following resources.

Windows 8.1 and Windows Phone 8.x apps

For Windows 8.1 and Windows Phone 8.x apps, we provide the Microsoft Advertising SDK for Windows and Windows Phone 8.x. For more information about using this SDK to show ads in Windows 8.1 and Windows Phone 8.x apps, see this article.

Millions are searching.
Make sure they find you.

Reach customers looking for your business. Use the Microsoft Search Network to connect with an audience that searches 7.5 billion times a month. 1

Have a question? Please call us at 877-635-3561 .

1. Comscore qSearch, Explicit Core Search (custom), December 2020, United States, desktop traffic only.

Powerful network. Powerful benefits.

REACH ACROSS DEVICES

Connect with customers who are looking for your products and services at home, at work or on the go.

GO GLOBAL OR LOCAL

Reach millions of unique searchers on the Microsoft Search Network — by country, city or within a specific distance.

EASY TO IMPORT

If you’re already using another product like Google Ads, it’s easy to pull that campaign into Microsoft Advertising.

Keep costs in check

Use our tools to help manage your campaigns and meet your advertising goals. Whether that is working with a fixed budget or trying to hit a cost per acquisition or action, Microsoft Advertising gives you the control to make that happen.

NO MINIMUM FEE

Sign up for free and start advertising with any budget.

ONLY PAY FOR CLICKS

Pay just when customers click your ad. No click, no charge.

MEASURE PERFORMANCE

Test keywords, bids and timing to make the most of your ROI.

BUDGET BY THE DAY

Set a budget or adjust your spending daily.

The advantage we gain in cost per click gives us a great return on investment — more than 35 percent better than Google Ads.

Search Engine Marketing Manager, CJ Pony Parts

By using Microsoft Advertising features like Image Extensions and Sitelink Extensions, this auto parts retailer races to convert customers and beat its competition.

We might not get as much of the volume as with Google Ads, but the volume of traffic that we get converts really well at a lower cost.

Executive Vice President of Marketing, Myrtle Beach Area Convention and Visitors Bureau

The Myrtle Beach Area Convention and Visitors Bureau uses Microsoft Advertising to drive site traffic and tourism at lower cost.

Better results for less cost. That’s as simple as I can make it. If I look at the quality of traffic we get for the dollars we spend on Bing Ads, our ROI is fantastic.

Motoroso, a market network for auto enthusiasts, gets better results for less cost and reaches a high-value audience with Microsoft Advertising.

About Microsoft Advertising

How does Microsoft Advertising work?

Customers search.
People enter search terms called keywords into search engines like Bing.

Customers see your ad.
If the keywords in your ad match a search, your ad appears next to or above search results on Bing.

Customers contact you.
You can configure your ad so people can call you, visit your website or go right to your door.

Who does Microsoft Advertising reach?

Bing powers 37.7% of U.S. desktop searches 1 and 14.6 billion monthly searches around the globe, 2 plus connects you with 46.4 million searchers that Google can’t reach. 1 In fact, 27 percent of our clicks come from searches that are exclusive to the Microsoft Search Network. 3
In the U.S., the Microsoft Search Network has 142 million unique searchers. 1

What is the Microsoft Search Network?

Microsoft Search Network is a part of your customers’ life, powering the devices, apps and sites they use every day and meeting them in the moments that matter most.
Searchers find the Microsoft Search Network on Bing and partner sites, through Windows 10, Cortana and Office, plus across third-party platforms and partnerships — whether it’s search inside Amazon’s devices, web results for Siri and Spotlight Search on Apple devices, or maps on thousands of leading websites.

How does the Microsoft Search Network differ from Microsoft Advertising?

The Microsoft Search Network consists of Bing and partner sites. It’s where your business can reach a large and unique audience made up of millions of people who search every day. Use the advertising platform Microsoft Advertising to connect with these valuable potential customers.

Where does my ad appear?

Your ads could appear on the top or to the right of Bing, Yahoo and MSN search results. And you can choose to target your ads to different geographic regions, times or days of the week, and even demographics.

What determines my ad position?

Microsoft Advertising is a pay-per-click (PPC) advertising system. You bid based on how much you are willing to pay per each click on your ad. Because webpages have a limited number of places to show ads, we auction those spaces. You are bidding against other advertisers to get your ads into the space you want. So if you bid on the keyword «shoe», you will have to beat the bids of the other advertisers who are also bidding on «shoe.» You determine how much you are willing to bid. Your ad position is based on several things, including:
1. How closely your ad and website fit with the terms that are searched (relevance).
2. How your bid compares to other bids in the Microsoft Advertising auction.
3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate).
The stronger you are in these areas, the better your chances of winning the top ad position.

Is Microsoft Advertising right for me?

Is Microsoft Advertising right for my business?

All types of businesses find value and success with Microsoft Advertising. Whether you’re focused on local calls and foot traffic, or want to drive traffic to your website from across the country or around the world, Microsoft Advertising has solutions for you.

I already appear in search results for free. Why should I pay for advertising?

Your current customers may search for your business by name, making it easy to find you in search results. But customers you’ve yet to reach are more likely searching for general terms that wouldn’t necessarily bring up your business in search results. Advertising next to relevant Bing search results puts your business front and center with interested customers you otherwise might not reach.

What is the difference between SEO and SEM? Which one is right for me?

Search engine optimization (SEO) is adjusting your website to improve your natural ranking in search results. You cannot pay to improve your website ranking on Bing or Yahoo, thus we often refer to these results as unpaid or “organic” search results.
Clicks from SEO are free. But SEO also requires technical expertise and involves some factors over which you have only limited control.
Search engine marketing (SEM) is paid advertising that appears next to or above unpaid (or “organic”) search results. These paid ads are purchased through Microsoft Advertising.
You pay for SEM clicks. But SEM gives you more control over when your website appears on results pages and you decide how much you want to pay. And you can measure which ads are working and quickly improve your results.
You don’t have to choose between SEO and SEM. You can do both!

If my time is limited, should I still try Microsoft Advertising?

Yes! Call a Microsoft Advertising specialist at 877-635-3561* and we’ll set up your first campaign for you for free. We’ll give you tips on getting the most out of your ads and set you up for success. We’re here to help.

How to use Microsoft Advertising

How can I use Microsoft Advertising to drive more people to my website?

Here are some tips to get better results:

◦ Review your budget and bid strategy. If your ads keep pausing, your budget limit may be set too low. Competitive bids help your ad stay in a strong position to catch eyes and get more clicks to your website.
◦ Expand your targeting, both for location and for devices (computer, mobile and tablet).
◦ Make sure your ads and website are relevant to the keywords you bid on. Would someone searching your terms expect to see an ad for your business?

How can I keep my costs down?

While your first instinct may be to lower your budget, first try lowering your maximum bids. Yes, this could mean fewer customers visit your site. But if you increase your quality score and build ads with a strong performance history, you may be able to win a good ad position with a lower bid. That would lower your cost per click and help stretch your budget.

How do I know if Microsoft Advertising is working?

View a wide range of performance trends in your account to quickly see key stats: ad clicks, the number of times your ad appeared (impressions), spend, average cost per click, click-through rate, average ad position, cost per acquisition and conversions. You can also run performance reports to get insights into how well your campaigns are doing.

Can I run more than one ad?

Yes! In fact, we encourage it. Only one ad will show at a time but running multiple ads lets you test different approaches to see what’s working best with your target customers. Frequently, businesses try out different ads for specific products or pages.

Getting started with Microsoft Advertising

How do I get started?

Sign up for Microsoft Advertising.

Which keywords should I choose?

You have a few options to help choose your keywords. First you’ll want to think of the terms one of your customers might use to search for your products and offerings. Those search terms are a great starting point. Then you can use tools right in your account to find more keywords.

Within Microsoft Advertising, click Campaigns on the top of the page, click the Keywords tab, and then click Add Keywords. This will let you:
◦ Search for new keywords based on one you enter.
◦ Search a website for keywords.
◦Search your destination URLs for keywords.

How can I write a good ad?

Here are a few tips that can help make your ad stand out.

◦ Keep your ads relevant. One way to improve relevance is to use your customers’ most popular search terms in your ad titles and text.
◦ Describe what sets your product apart.
◦ Use your customers’ language. Use words and a writing tone that are likely to attract your typical customer.
◦ Be specific. The clearer and more specific the offering, the better. For example, rather than «big discounts,» specify an exact percentage, such as «50 percent off.»
◦ Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.

1. Comscore qSearch, Explicit Core Search (custom), December 2020, United States, desktop traffic only.

2. Comscore qSearch (custom), December 2020, Worldwide, desktop traffic only.

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