MSAN SWF Overview
The Microsoft Search Network (MSAN) Search Partner traffic (SWF) was automatically enabled for many advertisers. Understanding the traffic distribution and CPC patterns is crucial for optimization.
Traffic Distribution Analysis
Based on 7-day data analysis of MSAN SWF traffic, the mainstream traffic is heavily concentrated on MSN and Outlook. After excluding these two publishers, other publishers account for a relatively small share of traffic.
Post-Enrollment Considerations
- Monitor traffic changes: Account managers and clients should jointly monitor traffic changes for several days. If traffic spikes unexpectedly, investigate the publisher list immediately.
- Expected changes: Most clients see a very small increase in MSAN SWF traffic, while some experience significant drops. Monitor changes around the enrollment date closely.
- Optimization beyond publisher exclusion: In addition to excluding publishers, consider keyword-level optimization and bid adjustments.
Optimization Options
MSAN SWF display logic matches exposure based on campaign keywords. Optimization strategies include:
- Publisher exclusion: Exclude low-quality publishers from the SWF network
- Keyword refinement: Ensure keywords are tightly themed and relevant
- Bid adjustments: Lower bids for SWF traffic if conversion rates are lower than the main search network
- Negative keywords: Add negative keywords to filter irrelevant SWF traffic
Related: For broader bidding strategy guidance, see our automated bidding guide. For Bing Ads-specific bid strategies, including Target Impression Share testing, check our detailed case study.