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Microsoft Announces New Ads Updates and More

Adithya Kumar

August 3, 2022

Over the next few weeks, users across the US and a few other countries will be introduced to several new updates by the tech giant Microsoft. So let’s break down each update so you’re prepared for what’s to come and immerse yourself fully into these changes. 

The updates are as follows:

Automotive Ads

These new ads are designed specifically for the automotive industry. This will use the same ad format for most products you already see on search engines. 

The ad format will have the following elements on display:

  • A photo of the vehicle on sale
  • The year the vehicle was manufactured
  • The model
  • The condition of the vehicle 
  • The dealer’s website
  • The price of the vehicle
  • A brief description of the vehicle

Microsoft currently only has plans to test out the new ad update in the American and European markets. In the following weeks, they will introduce the new ad feature in Latin and Asian Pacific marketing.

Vertical Based Ads

These new ads are developed by Microsoft’s AI that collects data based on user intent and needs to display a vertical ad. This ad will appear in different formats for users, depending on what they have searched for. This update aims to streamline the time and resources it takes to create an ad campaign and effectively manage it. 

Audience Network Updates

There are three new subsections of updates under this category. They are:

Market Expansions 

Microsoft is expanding to 64 markets and plans to expand into more in the year. This means that these new markets will have access to all Microsoft services, including MSN, Outlook, Microsoft Edge, and other features. 

New Ad Formats

Previously, the retail industry was the only sector with access to Dynamic Remarketing. Users can now use the remarketing feature for automotive, travel and events ads. Once your dynamic feed is created, you will have two options. There are:

Standard Universal Event Tracking (UET)

With this tag, you can send ads to consumers on your website. The tag will not have to be constantly updated as long as the product ID is displayed. However, when the product ID is displayed, Microsoft will know if the user has visited the website. 

Additional Parameters

Updating your UET tag will result in advertisers having access to more audiences. With these parameters, you will have access to general visitors, product searchers, product viewers, cart abandoners and past buyers.

Bidding Solutions

Video Ads now have three new bidding options. These are as follows:

 bidding feature

Source: https://searchengineland.com/

Microsoft has also added a new automated bidding feature, which uses enhanced CPC to increase conversions on audience campaigns. A few more bidding solutions will be announced soon by Microsoft. 

Customer Match 

Microsoft’s feature Customer Match will now be available to users in different markets. You will now connect Microsoft’s Advertising to Customer Data Platform, allowing you to import your complete customer list. The integration will include Amperity and Adobe Ad Cloud for search. 

Audience Targeting is Coming to New Markets

This feature is now available in the following countries:

Latin America

Aruba, Bahamas, Bolivia, Cayman Islands, Costa Rica, Dominica, Dominican Republic, Ecuador, El Salvador, French Guiana, Guatemala, Guyana, Haiti, Honduras, Martinique, Montserrat, Panama, Paraguay, Puerto Rico, Trinidad and Tobago, and Uruguay.

Asia Pacific

Bangladesh, Brunei, Fiji, French Polynesia, Guam, Maldives, Mongolia, Nepal, New Caledonia, Papua New Guinea, and Sri Lanka.

Other Markets 

Albania, Bosnia and Herzegovina, Hong Kong, Iceland, Japan, Montenegro, North Macedonia, Serbia, South Africa, Taiwan, and Turkey.

The Smart Campaigns feature is also being introduced to countries like France, Germany, Ireland, Italy, The Netherlands, New Zealand, and Singapore.

Reporting Experience Updates

Microsoft has developed a new drop-down menu for users to access reports. These reports will be located in the landing page grid. You can also use the filter feature to find the specific reports you are looking for. 

new drop-down menu for users to access report

 specific reports - microsoft

Source: https://searchengineland.com/

RSA Reminder

As mentioned by Microsoft, August is the last month users will be allowed to migrate their Expended Test Ads (ETA) to Responsive Search Ads (RSA). The RSA will be the only option while ETA will still operate, but no edits or additions will be available. 

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