By Joe Martinez
In March, I wrote a post about setting up a Microsoft Audience Ads campaign. I want to take this post a step further. You may already know who your target audience is if you are currently running Audience Ads campaigns. But if you’re looking to expand your reach, and you want more information and data about who the audience is, the Audience Network Planner can be very beneficial. Think of this tool as Microsoft’s version of the Display Planner. The difference is that the Audience Network Planner is actually around and useful. This post will show you how you can research your targeting audience on the Microsoft Audience Network to use in your campaigns.
Where to find the Audience Network Planner
At the time of this post, advertisers still need to have their Microsoft Ads rep get their accounts access to the Audience Network. Assuming you already have that step taken care of, you can click on Tools in the top navigation of Microsoft Ads. There you will see the option to select “Audience Network Planner” in the menu dropdown.
Researching your targeting options for Audience Ads estimates
Initially, the planner will have all targeting options enabled. You will see the stats of targeting everything on the Microsoft Ads Audience Network. Here is what the first view will most likely look like within your accounts.
Initially we can see stats for the following:
- Estimated monthly audience
- Estimated monthly impressions
- Demographic bar graphs for age and gender
- Location bar graphs which can be reviewed at the country, state, DMA, or city level
- Interest bar graphs segmenting our audience by the top in-market audiences in Microsoft
- Device bar graphs reviewing the audience by desktop, mobile, or tablet devices.
You probably don’t want to target everything on the Audience Network, and luckily you don’t have to. If you look on the left-hand side, we can see there are filters we can add to our estimate view to narrow down on the audience we would like to try and see our ads. And the ways we can filter our audiences to get a monthly estimate are the same targeting options you will have when creating an Audience Ads campaign in Microsoft. I won’t go over every targeting option, because I already broke these down in my last article on Microsoft Audiences Ads linked in the first paragraph. But here is a short breakdown of what you can change.
In the image above, I updated the following filters within the Audience Network Planner:
- Job Function
Company name is also a filter you can research, but it was not adjusted in this example. And as you can see, the monthly estimate numbers have changed to reflect the targeting options I was researching. I recommend reviewing the estimates you see alongside your Analytics, audience insights tools, CRM data, or possibly any persona information to see if the targeting options within the Microsoft Audience Network is in line with your current business goals. If you see some differences in which audience your …read more
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