ads-microsoft

Original：🇺🇸 English

Translated

Microsoft/Bing Ads deep analysis covering search, Performance Max, Audience Network, and Copilot integration. Evaluates 20 checks with focus on Google import validation, unique Microsoft features, and cost advantage assessment. Use when user says "Microsoft Ads", "Bing Ads", "Bing PPC", "Copilot ads", or "Microsoft campaign".

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Sourceagricidaniel/claude-ads

Added on2026-02-24

NPX Install

npx skill4agent add agricidaniel/claude-ads ads-microsoft

SKILL.md Content

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Microsoft Ads Deep Analysis

Process

Collect Microsoft Ads data (account export, UET tag status, import results)
Read
```
ads/references/microsoft-audit.md
```
for full 20-check audit
Read
```
ads/references/benchmarks.md
```
for Microsoft-specific benchmarks
Read
```
ads/references/scoring-system.md
```
for weighted scoring
Evaluate all applicable checks as PASS, WARNING, or FAIL
Calculate Microsoft Ads Health Score (0-100)
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 — Beta 2026 (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, not relying on imported (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

Most Microsoft Ads accounts start as Google Ads imports. Critical 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 (don't import Google bids as-is)
Conversion goals: re-create natively for better tracking
Audiences: import may miss segments, verify all are present
Negative keywords: verify shared negative lists transferred

Import Schedule

Auto-import: useful but review changes monthly
Manual import: more control, recommended for large accounts
Never import without post-import audit

Copilot Integration

Microsoft's AI assistant creates unique ad opportunities:

Copilot Chat Ads

Available in Performance Max campaigns
73% CTR lift reported in chat placement
Copilot Checkout launched Jan 2026 (in-chat purchase)
Natural language ad delivery (conversational context)

How to Evaluate

Is Copilot placement enabled? (If not, HIGH priority for PMax)
What % of impressions/clicks come from Copilot?
CTR/CVR comparison: Copilot vs traditional placements
Ad copy quality: does it read well in conversational context?

Microsoft-Unique Features

These features are exclusive to Microsoft Ads — evaluate adoption:

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

Bing Demographic Context

Microsoft Ads reach a distinct audience:

Older demographic (35-65+ over-indexed)
Higher household income (top 25% income brackets)
Desktop-heavy (Windows default browser = Edge = Bing)
Enterprise/corporate users (Office 365 integration)

Ad copy optimization for this audience:

Professional tone, less casual than Google/Meta
Emphasize quality, reliability, premium positioning
Desktop-optimized landing pages matter more
B2B messaging resonates strongly

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

Microsoft Ads Health Score

Microsoft Ads Health Score: XX/100 (Grade: X)

Technical Setup:   XX/100  ████████░░  (25%)
Syndication:       XX/100  ██████████  (20%)
Structure:         XX/100  ███████░░░  (20%)
Creative:          XX/100  █████░░░░░  (20%)
Settings:          XX/100  ████████░░  (15%)

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