Microsoft Advertising is rolling out several significant updates to enhance the effectiveness of Audience Ads for advertisers. These changes are designed to help marketers make the most of their ad campaign budgets, reach new target audiences, and provide a wider range of advertising options tailored to specific industries.
Audience Targeting Precision: With Microsoft Audience Ads, advertisers can precisely target their desired audience based on Microsoft’s insights into their interests and consumer behavior signals. These high-quality, cross-device ads are displayed on platforms such as MSN, Microsoft Edge, Outlook.com, and various publisher placements.
Leveraging Consumer Insights: By harnessing comprehensive consumer intent signals, which encompass search queries, web interactions, user profiles, and more, brands can deliver highly relevant messages to audiences poised for conversion, securing placements on various websites.
New Product Updates for Audience Ads Include:
Maximize Conversions and Target CPA (in pilot): The Maximize Conversions feature empowers Microsoft Advertising to dynamically adjust bids in real-time, optimizing ad spend for maximum conversions within budget constraints. Target CPA allows advertisers to set both their budget and desired 30-day average CPA, with Microsoft Advertising automatically adjusting bids to meet this target.
Expanded Market Reach (released): In mid-August, Microsoft extended the availability of Audience Ads to 58 new markets, increasing its global coverage to 187 markets.
Predictive Targeting (released): Predictive Targeting, now available for Audience Ads, leverages Microsoft’s audience insights to help advertisers discover and reach relevant audiences they may not have previously considered targeting, audiences that are more likely to convert.
Microsoft Casual Games Expansion (rolling out): Audience Ads will soon be featured in new placements, including home screens, menu screens, and game interfaces on Windows computers. While currently available in Treasure Hunt and Jigsaw, these ads will expand to all Microsoft Casual Games by 2024.
Microsoft 365 Expansion (rolling out): Audience Ads are expanding to new markets within the free consumer version of the Microsoft 365 mobile app. The rollout begins in the US in October and extends to EU markets by January, initially focusing on Android devices.
Video and CTV Ads (released): Microsoft has introduced Video and CTV Ads, enabling brands to connect with large, valuable audiences across Microsoft’s digital properties and its network of publisher partners in online video and CTV placements.
These updates from Microsoft Advertising underscore the company’s commitment to empowering advertisers with powerful tools to refine their audience targeting and maximize ad campaign effectiveness. As the advertising landscape evolves, the ability to leverage predictive targeting, expand market reach, and tap into emerging ad formats like Video and CTV Ads is crucial for marketers seeking to stay ahead in a competitive digital ecosystem.
Microsoft’s ongoing investment in these capabilities aligns with the evolving needs of advertisers, providing them with the means to engage their target audiences more effectively. Advertisers are encouraged to explore these new features to enhance their advertising strategies and capitalize on Microsoft’s expanded market presence.
