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3. Build exclusion lists through Microsoft
Microsoft is a treasure trove of innovation and tools that go beyond Microsoft Advertising.
One of Microsoft’s most powerful resources is the universally available web publisher report and our ability to apply URL exclusions at all account levels (MCC, Account, Campaign and Ad Group).
Yet this report doesn’t need to limit itself to just Microsoft.
You can take the URLs you find distasteful from the Audience Network and Syndicated Partners (Microsoft’s Search Partners, then exclude them on Google through account-level exclusions.
This means you can find and exclude bad placements at a fraction of the price.
While many complained when the Audience Network was auto-added into traditional search campaigns, harvesting the placements for exclusion lists has real value.
This also paves the way for testing the Audience Network as a stand-alone campaign type with more confidence (especially with the introduction of impression-based remarketing).
If you want to add URL exclusions to Google, you’ll need to download the list and then copy/paste the list into the account-level exclusions:
4. Boost results with micro-conversions
The final tip is testing micro-conversions (especially if you’re in a low-volume industry).
When Optmyzr (disclosure: I serve as the company’s brand evangelist) examined bidding strategies and corresponding performance, meeting conversion thresholds was more important than budget.
If you’re not hitting 50+ conversions in a 30-day period with your conventional conversions, weaving in some micro-conversions may help.
Micro-conversions track smaller wins on the path to the ultimate sale. They need to use different values so ad platforms understand which are more valuable.
Additionally, it’s likely ideal to use Maximize conversion value bidding when using micro-conversions so you can communicate effectively with the algorithm.
Here are some example micro-conversions and potential conversion values:
Start form: 10-15% value associated with your completed form conversion.
Watch video: 5% of completed form or phone conversion actions.
Phone calls vs. phone calls of a certain length: 10% of phone call conversion value.
It’s important to note that none of the ROAS, CPA and other conversion metrics should be reported as final conversions to stakeholders or clients.
These tools help ad platforms work with accounts with low volume.
Additionally, if you use this method, you may need to exclude some data while you work out the right balance of conversion actions.
Final takeaways
These tactics offer valuable opportunities to test and refine your PPC strategy in 2025.
However, your core business metrics and objectives should guide which approaches to adopt and which to set aside.
For risk-averse businesses, straightforward techniques like using DSAs for insights and auditing placements with CLS are ideal starting points.
On the other hand, if you’re open to experimenting, exploring Microsoft’s tools for exclusion lists and incorporating micro-conversions can unlock additional potential for your campaigns.
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