> ## Documentation Index
> Fetch the complete documentation index at: https://moengage.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.
# Microsoft Ads Audience
> Sync MoEngage segments to Microsoft Advertising as Customer List audiences for remarketing, suppression, and lookalike campaigns.
[Microsoft Advertising](https://ads.microsoft.com) is a pay-per-click (PPC) advertising platform that allows businesses to display ads based on keywords and target specific audiences across the Microsoft Search Network, including Bing, Yahoo, and partner sites.
## MoEngage × Microsoft Advertising
The MoEngage and Microsoft Advertising integration allows you to synchronize audience segments from MoEngage to Microsoft Advertising. This enables you to create highly targeted advertising campaigns and track conversions tailored to specific end users.
## Use Cases
Integrating MoEngage with Microsoft Advertising helps you solve the following use cases:
* **Enhanced user retention**: You can create remarketing campaigns based on purchase history and behavior patterns to target existing users who haven't engaged recently.
* **VIP user targeting**: You can create premium audience segments for high-value users to deliver personalized ads with exclusive offers and promotions.
* **Cart abandonment recovery**: You can target users who abandoned their shopping carts by uploading their data to Customer Lists (pending verification) and showing them targeted ads to complete their purchase.
* **Optimized advertising spend**: You can create suppression audiences to prevent loyal users from seeing acquisition ads while building lookalike audiences to efficiently acquire new users.
* **Cross-sell and conversion tracking**: You can target users with complementary products and track offline conversions to measure campaign effectiveness and optimize ROI.
# Integration
**Prerequisites**
To use this feature, you must have access to a [Microsoft Advertising Account](https://ads.microsoft.com) with the required permissions.
**Note**: Microsoft Advertising is part of the Connected Segments add-on. Contact your dedicated MoEngage customer success manager (CSM) to enable it for your account.
## Step 1: Obtain your Microsoft Advertising Developer Token
1. Log in to your [Microsoft Advertising account](https://ads.microsoft.com/).
2. Navigate to **Tools** > **Developer settings**.
3. On the **Developer settings** page, copy the **Developer token**.
4. If you do not have a token, click **Request Token**.
**Information**
* You must accept Microsoft's Customer Match Terms and Conditions through the Microsoft Advertising UI (one-time setup).
* The Client ID, Client Secret, and Developer Token are all required to set up the integration in the MoEngage App Marketplace.
5. Copy the values of the **cid** and **aid** parameters from the address bar of your Microsoft Advertising account.
## Step 2: Connect Microsoft Advertising on the App Marketplace
To connect Microsoft Advertising on the App Marketplace, perform the following steps:
1. On the left navigation menu in the MoEngage UI, click **App Marketplace**.
2. On the App Marketplace page, search for **Microsoft Advertising**.
3. Click the **Microsoft Ads Audience** tile.
4. On the **Microsoft Ads Audience** page, go to the **Integrate** tab.
5. Click the 
arrow and then select one of the following options:
* **Create Audience**
* **Update Users to Audience**
6. Based on the selected connector type, enter the following details:
| Field | Required | Description |
| --------------- | -------- | -------------------------------------------------------------------------------------------------- |
| Connection name | Yes | This is the name of the Microsoft Advertising connection. |
| Developer Token | Yes | This is the Microsoft Advertising Developer Token. |
| Customer ID | Yes | This is the **Customer ID** of the Microsoft Advertising account. Find this in the URL as **cid**. |
| Account ID | Yes | This is the **Account ID** of the Microsoft Advertising account. Find this in the URL as **aid**. |
7. Click **Connect**. 
8. You will be directed to the Microsoft login page to authorize your account.
9. Log in using an account with Administrator privileges to grant MoEngage the necessary permissions to establish the connection. 
10. Once authenticated, you will be automatically redirected back to the MoEngage dashboard.
## Step 3: Create a Campaign on MoEngage to Update Audiences to Microsoft Advertising
To create a Microsoft Advertising campaign on MoEngage, perform the following steps:
1. On the left navigation menu in the MoEngage UI, click **Engage**, and then click **Campaigns**.
2. On the **All campaigns** page, click **+ Create campaign**.
3. On the **Create campaign** dialog box, under **Connected Apps**, click **Microsoft Ads Audience** and then click the most suitable delivery type.
4. Under **Select audience**, click **Filter users by**.
5. On the **User property** tab, select the user segment for Microsoft Advertising syncing. You can combine this with other segment criteria.
6. In step 2 of the campaign, **Content**, select the pre-configured connectors and specify the content you want to send out.
### Update to an Existing Customer List on Microsoft Advertising
If you want to add or remove users from an existing Customer List on Microsoft Advertising, you must provide the Audience ID. You can view this by performing the following steps:
1. On the Microsoft Advertising account, navigate to **Tools & Settings**.
2. Under **Audiences** > select **Audiences Library**.
3. Note the **Audience ID** from the **ID** column.
### Create a New Audience on Microsoft Advertising
To create a new Audience on Microsoft Advertising, you can use the **Create Audience** connector and perform the following steps:
1. Select the **Create Audience** connector and the connection you created.
2. Enter the Audience Name and other details.
3. Run a test campaign and review the response. 
4. The highlighted ID is your Audience ID. Use it to add or remove users from this Audience List. You can find this ID in the Microsoft Advertising account by following the [steps above](#update-to-an-existing-customer-list-on-microsoft-advertising):
Do not publish this campaign; it creates multiple Customer Lists with the same name on Microsoft Advertising.
### Running a Campaign
Based on your selected connector, you must provide the following information:
| Field | Required | Description |
| ------------------- | -------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Audience Name | Yes | This is the name of your audience. This creates a new Audience List with the provided name. |
| Description | No | Type a description for the audience. |
| Membership Duration | Yes | The number of days a user has been on the list (1-180). After this period, users are automatically removed. |
| Scope | Yes | This defines who can use this audience. Select **Account** to limit it to the current account, or **Customer** to share it across all accounts under your customer profile. |
| Field | Required | Description |
| --------------------- | -------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Audience ID | Yes | The numeric ID of your Microsoft Advertising Customer List. Find this in your Audience Manager. |
| Action Type | Yes | Select the action you want to perform: |
| Select Identifier | Yes | Select the type of user identifier to match against Microsoft Advertising. Options are: - Email
- Phone
- CRM ID
**Note**: All identifiers are SHA-256 hashed before being sent to Microsoft Advertising.
|
| User Identifier Value | Yes | The value for the selected identifier. Type **@** and select the user attribute that contains the relevant user data (for example, **Email (Standard)** for email addresses). |
1. Your campaign is now ready to test and send. Using the Test functionality, you can also test your connector configuration. 
2. If your test user successfully receives the message, your setup is ready.
3. Publish the campaign.
## Step 4: View Your Microsoft Advertising Customer Lists
In your Microsoft Advertising account, navigate to **Tools & Settings** > **Shared Library** > **Audiences** to view the size and synced users for each Customer List.
**Information**
After creating or updating an audience, it typically takes 24 to 48 hours for the new size to be reflected in Microsoft Advertising.