Resources are best accompanied whilst watching how the event went down:
Top Tips:
What differentiates the Microsoft Audience Network from the Google Display Network in particular is that you’re leveraging Microsoft's data for your audience targeting
Native PPC Platform - Placements include Microsoft Outlook, MSN, Edge and premium website
Audience Ads is auto-applied so ensure you actively remove this targeting setting from your search campaigns
Run a separate Audience Ads Campaign to target the Audience Network
Top tips:
GTM works as a translator between the website code and the platforms
Events are the best way to track but you can also use the thank you page or raise element visibility
Don’t overcomplicate it but ensure you are naming meaningfully and accurately
Triggers often work across different platforms so you can use the knowledge for different platforms
Top Tips:
Aligned channels and focus on the North Star Goal
Combine short-term victories with long-term consistency using the trust vs performance model
Ensure you have the data that talks to the C-Suite: Earned leads/sales, own traffic data from your/your clients' websites and (obviously) costs