Capturing user attention in today’s online environment requires more than just well-written text ads. Microsoft Advertising’s Multimedia Ads (MMAs) combine the best of both worlds – visual appeal and concise messaging – helping your brand stand out in search results. But what exactly makes MMAs so effective, and why should advertisers consider adopting them? Let’s explore their key advantages.

What Are Microsoft Multimedia Ads?

Multimedia Ads (MMAs) are large, visually engaging ad formats that show up prominently on the top right-hand side of Bing’s search engine results pages (SERPs). Unlike standard text ads, these ads combine striking images with clear text overlays, making them much more eye-catching. This visual style is meant to grab attention quickly, using the power of imagery to connect with users right away.

Key Benefits of Multimedia Ads

1. Increased SERP Visibility

One of the major advantages of MMAs is the ability to show up alongside your existing search ad, giving your brand multiple positions in a single auction. Typically, advertisers can only occupy more than one spot if they’re running both Shopping and Search ads. MMAs break this mould, allowing advertisers to secure additional real estate on the SERP, which can significantly enhance visibility. This dual placement means your brand can dominate the page and capture more attention from potential customers.

2. The Power of Visual Appeal

Humans process visual content far faster than text – up to 60,000 times faster, according to studies. MMAs tap into this by using compelling images to make an instant connection with the audience. With bold visuals, you can convey your message quickly and effectively, even before a user reads the accompanying text. This makes MMAs particularly useful for advertisers looking to create high-impact, memorable campaigns.

3. Cost-Effective and Easy to Set Up

One of the most appealing aspects of MMAs is that they cost the same per click as other ad formats, the only additional cost is a minimum 40% bid increase to ensure the ad appears at the top of Page 1. Setting up an MMA is also simple, requiring just a few minutes. Advertisers can even repurpose existing assets from image extensions, meaning you don’t need to create entirely new visuals to get started.

How to Set Up Multimedia Ads

Setting up a Multimedia Ad is a straightforward process. Here’s a step-by-step guide to ensure you make the most of this format:

1. Choose a High-Quality Image

The image is the focal point of your MMA, so it’s essential to select one that represents your product or service effectively. High-quality, relevant images can significantly boost the ad’s impact. For example, a hotel advertising London rooms could use an aerial view of iconic landmarks to capture travellers’ attention. Always opt for high-resolution images, as grainy or pixelated visuals can undermine your brand’s credibility.

2. Add Clear, Actionable Text
The text overlay is your chance to reinforce the message behind the image. Keep it concise and focused on driving action. Use clear calls-to-action like “Free Delivery” or “Limited Time Offer,” and ensure that your image doesn’t have any text on it, otherwise the overlay will be hard to read.

3. Preview and Publish
Microsoft Advertising allows you to preview your ad before it goes live. This step is crucial to ensure that the image and text work together seamlessly and that your messaging is clear. Once everything looks good, publish your ad and start benefiting from this impactful ad format.

Final Thoughts

Microsoft Advertising Multimedia Ads offer advertisers an effective way to improve their presence on Bing’s SERPs. By combining impactful visuals with clear, actionable text, MMAs help brands capture more attention and stand out in search results. Their visually engaging format can increase user interaction and make them a valuable tool for enhancing brand awareness and engagement. With minimal setup time, cost-effective performance, and the potential to drive better results, MMAs provide advertisers with a great opportunity to make a stronger impact in their campaigns.