In the October 2023 edition of the Microsoft Advertising product roundup, Kevin Slat, Product Marketing Manager, highlights key updates and news relevant to PPC advertisers and ecommerce owners. These updates include:
- Audience Ads Updates: Microsoft Audience Ads allow advertisers to target their ideal audience based on Microsoft’s understanding of interests and consumer intent signals. The updates for Audience Ads include:
- Maximize Conversions and Target CPA: These automated bidding strategies help advertisers get the most conversions possible within their budget.
- Expanded Market Coverage: Microsoft expanded Audience Ads to 58 new markets, increasing its global reach to 187 markets.
- Predictive Targeting: This feature leverages Microsoft’s audience intelligence to identify relevant audiences more likely to convert.
- Expanding Ad Placements: Audience Ads are now available on new placements, including home, menu, and game screens across Microsoft Casual Games and Microsoft 365 mobile app markets.
- Video and CTV Ads: Microsoft has released Video and Connected TV (CTV) Ads, enabling brands to reach large-scale, high-value audiences across Microsoft properties and publisher partners in online video and CTV placements.
- UI Enhancements for Lodging Solutions: Microsoft Advertising has made improvements to its lodging solutions, broadening the terminology to embrace all types of accommodations. This includes the introduction of Property Promotion Ads for Vacation Rentals. Hotel Campaigns have been renamed to Lodging Campaigns.
- Vertical Ads Expansion: More vertical-specific ads are available across the search partner network, extending the reach of powerful ads to partner placements. This includes Credit Card and Property Promotion ads, with future additions like professional service ads.
- Performance Max Open Beta: Microsoft Advertising’s Performance Max remains in open beta, offering predictive solutions and automated workflows for marketing campaigns. Advertisers are encouraged to test this feature during the holiday season.
These updates offer valuable opportunities for PPC advertisers and ecommerce owners to enhance their advertising strategies and expand their reach. For more details and to stay updated, readers can refer to the Microsoft Advertising platform and the official Microsoft Advertising blog.