Microsoft Ads 深度分析与优化指南：账户审计、Copilot 集成与独有功能

ads-microsoft by agricidaniel/claude-ads

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安装命令

npx skills add https://github.com/agricidaniel/claude-ads --skill ads-microsoft

数据分析营销广告

🇨🇳中文介绍

Microsoft Ads 深度分析

流程

收集 Microsoft Ads 数据（账户导出、UET 标签状态、导入结果）
阅读 ads/references/microsoft-audit.md 以获取完整的 20 项检查审计
阅读 ads/references/benchmarks.md 以获取 Microsoft 特定基准
阅读 ads/references/scoring-system.md 以了解加权评分系统
将所有适用的检查项评估为 PASS（通过）、WARNING（警告）或 FAIL（失败）
计算 Microsoft Ads 健康度得分 (0-100)
生成包含行动计划的调查结果报告

分析内容

技术设置 (25% 权重)

UET 标签已安装并在所有页面上触发 (MS01)
已启用增强型转化 (MS02)
Google Ads 导入已验证：URL、附加信息、出价、目标 (MS03)

联播与出价 (20% 权重)

已审核搜索合作伙伴网络，并排除了低效合作伙伴 (MS04)
仅在有意识测试时才启用受众网络 (MS05)
出价目标比 Google 低 20-35%（CPC 优势）(MS06)
为 PMax 启用“目标新客户”——Beta 2026 (MS07)

广告系列结构 (20% 权重)

广告系列结构镜像 Google 或遵循最佳实践 (MS08)
预算与 Bing 流量成比例：通常为 Google 预算的 20-30% (MS09)
B2B 业务使用 LinkedIn 个人资料定位——独特优势 (MS10)

广告位招租

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创意与附加信息 (20% 权重)

响应式搜索广告：≥8 条标题，≥3 条描述 (MS11)
已测试多媒体广告——独特的富媒体格式 (MS12)
广告文案针对 Bing 人口统计数据进行了优化 (MS13)
已使用行动附加信息——Microsoft 独有 (MS19)
已测试筛选链接附加信息 (MS20)

设置与效果 (15% 权重)

已为 PMax 启用 Copilot 聊天展示位置：CTR 提升 73% (MS14)
转化目标已原生配置，不依赖导入的目标 (MS15)
相同关键词的 CPC 比 Google 低 20-40% (MS16)
CVR 与 Google 相当，不低于 50% (MS17)
已跟踪品牌词和核心词的展示份额 (MS18)

大多数 Microsoft Ads 账户始于 Google Ads 导入。关键验证点：

正确转移的内容

广告系列结构和广告组
关键词和匹配类型
响应式搜索广告标题和描述
基本出价策略

需要手动审核的内容

URL：验证导入后所有着陆页 URL 是否正确
附加信息：并非所有 Google 附加信息都有 Microsoft 对应项
出价金额：应比 Google 低 20-35%（不要直接导入 Google 出价）
转化目标：重新原生创建以获得更好的跟踪效果
受众群体：导入可能会遗漏细分受众群，请验证所有受众是否都存在
否定关键词：验证共享否定列表是否已转移

自动导入：有用，但需每月审核变更
手动导入：控制力更强，建议大型账户使用
切勿在未进行导入后审计的情况下进行导入

Microsoft 的 AI 助手创造了独特的广告机会：

Copilot 聊天广告

适用于效果最大化广告系列
据报道，在聊天展示位置中 CTR 提升了 73%
Copilot Checkout 于 2026 年 1 月推出（聊天内购买）
自然语言广告投放（对话上下文）

是否启用了 Copilot 展示位置？（如果未启用，对于 PMax 是 HIGH 优先级）
来自 Copilot 的展示次数/点击次数占比是多少？
CTR/CVR 对比：Copilot 与传统展示位置
广告文案质量：在对话上下文中阅读是否顺畅？

Microsoft 独有功能

这些功能是 Microsoft Ads 独有的——评估采用情况：

功能	描述	优先级
多媒体广告	带有视觉元素的图像丰富的搜索广告	中等
行动附加信息	搜索广告中直接的 CTA 按钮	中等
筛选链接附加信息	广告中可筛选的类别链接	低
LinkedIn 个人资料定位	按公司、行业、职位职能定位	高 (B2B)
Copilot 聊天展示位置	Copilot 对话中的广告	高

Bing 人口统计背景

Microsoft Ads 覆盖了独特的受众群体：

年龄较大的人群（35-65 岁以上占比过高）
家庭收入较高（收入最高的 25% 阶层）
桌面端为主（Windows 默认浏览器 = Edge = Bing）
企业/公司用户（Office 365 集成）

针对此受众群体的广告文案优化：

专业语气，比 Google/Meta 更少随意性
强调质量、可靠性、高端定位
桌面端优化的着陆页更为重要
B2B 信息传递能引起强烈共鸣

指标	通过	警告	失败
CTR (搜索)	≥2.83%	1.5-2.83%	<1.5%
CPC (搜索)	≤$1.55	$1.55-2.50	>$2.50
CPC 对比 Google	低 20-40%	低 10-20%	相同或更高
CVR 对比 Google	相差在 20% 以内	低 20-50%	低 >50%
展示份额 (品牌)	≥80%	60-80%	<60%

Microsoft Ads 健康度得分

Microsoft Ads 健康度得分: XX/100 (等级: X)

技术设置:   XX/100  ████████░░  (25%)
联播:       XX/100  ██████████  (20%)
结构:       XX/100  ███████░░░  (20%)
创意:       XX/100  █████░░░░░  (20%)
设置:       XX/100  ████████░░  (15%)

MICROSOFT-ADS-REPORT.md — 包含通过/警告/失败结果的完整 20 项检查发现
Google 导入验证结果
Copilot 集成准备情况评估
成本优势分析（对比 Google 的 CPC 节省）
Microsoft 独有功能采用清单
按影响排序的快速优化建议

🇺🇸English

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

Weekly Installs

Repository

agricidaniel/claude-ads

GitHub Stars

852

First Seen

Feb 16, 2026

Security Audits

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Installed on

codex44

opencode43

gemini-cli43

github-copilot43

cursor43

amp42

DOCX文件创建、编辑与分析完整指南 - 使用docx-js、Pandoc和Python脚本

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