Microsoft Advertising has rolled out several updates, building on recent advancements in AI and retail media. The new features are designed to make advertising more effective, relevant and accessible.
Key updates:
- Improved display and video ads: Starting this month, advertisers can access new bidding strategies, targeting options, and conversion tracking for display and video ads. These tools provide greater flexibility to tailor ads throughout the funnel.
- Native ads with logos and calls to action: Advertisers can now add company logos and call-to-action buttons to native ads, increasing engagement. Options include automated calls to action or importing them from Google.
- IAS verification on all ad formats: Microsoft now supports IAS verification for viewability, brand safety, and invalid traffic on native, display, and video ads, regardless of bidding strategy. Advertisers can integrate their IAS tag URL into the platform.
Making connected television (CTV) more accessible. Microsoft Advertising is expanding its CTV offerings to make this powerful medium accessible to businesses of all sizes. Advertisers can now:
- Use longer video ads: Support for 45- and 75-second video ads meets new pharmaceutical regulations and provides greater creative flexibility for all industries.
- AI-powered creative recommendations: Built-in AI tools now help generate ad content for CTV, using existing resources to create video-ready ads.
Performance Max Updates. Microsoft continues to refine its Performance Max campaign type, with key updates including:
- SA360 support: Performance Max campaigns imported from Google are now fully supported.
- Research themes (like the Google search theme update): now in the pilot phase, these themes help optimize campaigns during the learning phase.
- Search term information: This feature will give all advertisers deeper insights into the performance of their campaigns.
Updated October 1. Search Insight is now rolling out and Microsoft has shared a preview:
New bidding strategy availablee. For those focused on high-value conversions, Maximum Conversion Value bidding is now available for portfolio bidding, helping advertisers maximize the total sales value of their campaigns.
Why we care. These updates are worth paying attention to as they are most likely to boost engagement and provide greater flexibility in campaign personalization. With even more AI-powered tools, expanded access to premium channels like Connected TV, and advanced verification features, these updates provide more ways to reach the right audience, optimize performance, and to protect your brand.
Conclusion : These updates not only expand the capabilities of Microsoft Advertising, but also streamline the process for advertisers, making it easier to reach and engage audiences across various platforms and formats.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.