Always looking for ways to optimize your ad spend? Dreaming of a high ROI paid advertising future? We have good news – the future is now.
Big changes are coming, and we know how to expand your advertising potential into high-quality leads.
John Lee, Head of Advertising at Microsoft, joined me on the SEJ Show to discuss the future of ad exchanges and their ability to enhance your potential with high-performance, low-resource programmatic advertising.
People do jump around, so there are all kinds of opportunities to target consumers throughout the decision-making process, and Microsoft’s advertising is a big part.—John Lee, 11:25
When people think of Microsoft, a large part of the time, people assume enterprise business, B2B, it’s tried and tested. While that’s still a big part of Microsoft’s profits, whether it’s games or devices, consumers are very important.—John Lee, 22:46
This shift has occurred in online behavior. We are effectively seeing a new character emerge. —John Lee, 46:05
[00:00] – A little about John Lee.
[05:35] – What does the Microsoft advertising ecosystem look like?
[07:25] – Where can I find traditional advertising outside of Bing?
[09:38] – what you can find in Microsoft’s display components.
[12:02] – Targeting on LinkedIn through Microsoft advertising.
[17:13] – Are Microsoft ads displayed in the X-box experience?
[23:52] – Important and growing verticals that Microsoft focuses on.
[31:22] – Are people still scrolling down and clicking organic links in SERPS?
[37:45] – How important are images in search advertising?
[45:26] – Emerging characters.
Mentioned resources:
Long live the goal – https://docs.microsoft.com/en-us/viva/goals/intro-to-ms-viva-goals
Microsoft Game Pass – https://www.xbox.com/en-us/games/store/pc-game-pass/cfq7ttc0kgq8?icid=CNavAllPCGamePass
Bing Webmaster Tools – https://www.bing.com/webmasters/about
Shutterstock – https://www.shutterstock.com/
All these other developments, these feed-based elements are new flavors and additional flavors to create an amazing user experience. Whether you’re talking about SEO or paid advertising, it’s all working together to create an instant user experience on the server, be it Google or Bing.—John Lee, 34:28
A lot is happening in verticals, and this is really just the tip of the iceberg. —John Lee, 28:22
Just like a reminder to all of you SEO and running websites. All your sites have feeds. It’s called an XML sitemap. Make sure it’s updated. Google is able to get it and doesn’t give an error. All of these engines work by feeding. Also, don’t be afraid to submit your blog category RSS feed to the search console as well. It can also be imitated in Webmaster Tools on the Bing side. Search engines have become very friendly. This is the way to go. From an advertising standpoint, that’s the way to go, too.—Loren Baker, 33:08
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Connect with John Lee:
John Lee’s passion for digital marketing is infectious and he has the knowledge to match. He’s been doing this for years, and he knows how to get results—whether as an entrepreneur himself at Clix Marketing (the company he co-founded) or in his current role as head of advertising at Microsoft.
He has extensive experience in search engine marketing, display advertising and social media marketing – content creator, speaker, trainer and fan of all things digital (marketing and technology).
Connect with John on LinkedIn: https://www.linkedin.com/in/thejohnalee/
Follow him on Twitter: https://twitter.com/John_A_Lee
Contact Search Engine Journal founder Loren Baker:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
