Nikki Kuhlman, JumpFly’s VP of Search, recently spoke at PPC.Zone’s Ecommerce Expansion webinar, where she addressed a common gap in many paid media strategies. Her session focused on how Microsoft Ads is often underutilized and what marketers can do to improve performance. The insights were rooted in real account experience and designed to be immediately useful for advertisers managing active campaigns.
The event, which was live-streamed on LinkedIn and YouTube on April 8, 2026, brought together industry experts to explore ecommerce growth across platforms like Google, Meta, Microsoft, LinkedIn, and TikTok. Nikki joined a strong lineup of speakers and contributed to a broader conversation around scaling performance in a multi-channel environment. The session also led into a live panel discussion, where attendees had the opportunity to ask questions and gain additional perspective.
During her presentation, Nikki focused on practical adjustments that can make a measurable difference in Microsoft Ads performance. She shared several key areas where small changes can help improve efficiency and results:
- Ad scheduling: Limiting overnight spend helps ensure budget is available during higher-intent hours
- Device strategy: Mobile and tablet traffic require closer monitoring and adjustments based on performance trends
- Smart bidding approach: Gradually introducing automation allows accounts to build data and improve efficiency over time
- Placement management: Regularly reviewing and excluding low-quality partner traffic protects conversion quality and spend
These optimizations are straightforward to implement and can help advertisers get more from the budgets they are already investing. They also reflect common gaps Nikki has identified while auditing accounts across industries.
Another key takeaway from the session was the importance of treating Microsoft Ads as its own platform. Many advertisers rely heavily on Google imports without making meaningful adjustments, which can limit long-term performance. A more intentional approach can help unlock additional value and turn Microsoft into a consistent contributor to overall growth.
For ecommerce brands focused on improving efficiency and scaling results, the session offers practical guidance that can be applied right away. The strategies shared are designed to support stronger performance without requiring a full rebuild of existing campaigns. Watching the full webinar provides additional context and deeper insights for teams looking to refine their paid media strategy.
About JumpFly:
JumpFly is a full-service digital marketing agency that develops and manages Google Ads, Microsoft Advertising, Amazon Ads, Meta Advertising, SEO, and email marketing campaigns. Its strategies combine artificial intelligence with human expertise to deliver measurable results for clients. With more than 20 years of industry leadership, JumpFly is a Premier Google Partner, Meta Marketing Partner, Microsoft Elite Partner Agency, Snapchat Certified Partner, TikTok Partner, and holds an A+ rating from the Better Business Bureau.
About PPC.Zone:
PPC Zone is elevating new perspectives and insights in the PPC industry.
This platform was created by Jyll Saskin Gales, inspired by Julie Bacchini’s community-building running #PPCChat and Anu Adegbola’s PPC Live event.
