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Pinterest Import and other product updates for September

A teenager working with her laptop in her bedroom.

Summer is quickly coming to a close in the Northern Hemisphere and, in the United States, we’ve just come out of Labor Day weekend. This means many things: It’s back-to-school time, autumn is fast approaching, and the holidays aren’t far away! In gearing up for the upcoming seasons, Microsoft Advertising’s hard at work delivering you more product enhancements to better empower you in your advertising.

Since our last update in August, we've launched 34 new markets, released some recent vertical tips and a new episode of The Download, but let's now move on to this month's product updates.

First, a key programming note: You now have five additional months to migrate to Responsive Search Ads, as the deadline has been extended to February 1, 2023. This is an extension of the previously planned August 29, 2022, deadline. Learn more in the blog post here.

This month’s top story: Pinterest Import is the latest addition to Microsoft’s suite of Import tools

Import solutions save you time, make it easier to get set up, and bring your campaigns to Microsoft Advertising. You may already be familiar with our existing Import tools, which make it easy to bring over your campaigns, ads, and assets right from Google and Facebook. We’re excited to announce that we’ve launched a new addition to our import family—Pinterest Import—helping you to seamlessly integrate your marketing strategy across platforms.

Import from Pinterest Ads option from drop-down menu in the Microsoft Advertising overview page.

With Pinterest Import, you can easily import campaigns from Pinterest Ads to get up and running on the Microsoft Audience Network. This import option provides you with flexibility and scale with our simplified import and advanced import options. The advanced import option allows you to customize your campaigns for Microsoft Advertising and make changes to bids, budgets, and other settings. Audiences will not be imported, so make sure to use our Audience Network Planner to identify the right audiences to target before you launch. Here you can see a full overview of what gets imported.

If you already advertise on Pinterest Ads and want to level up your creative strategy on Microsoft Advertising, now is the time to use this feature. Work with your account representative or our support team to start using this import option.

Performance Max beta: Google Import as Smart Shopping Campaigns and Local Inventory Ads

In other news in the world of importing, Microsoft Advertising has built a solution within Google Import to simplify duplicating your efforts across platforms when using Google Ad’s Performance Max campaigns. This is currently a closed beta, so you can sign up for it with your account team and your Google Performance Max campaigns can import as Smart Shopping Campaigns and Local Inventory Ads in Microsoft.

The following table illustrates how they would map within Microsoft Advertising:

Features Performance Max to Smart Shopping Campaigns mapping
Campaign Campaign settings will be imported as-is from Performance Max campaigns to Smart Shopping Campaigns, including campaign name, budget, bid strategy, location targeting, and merchant store.
Ad group name Asset group names will be mapped to ad group names; however, text and image assets won’t be imported.
Product group Listing groups from Performance Max campaigns will be mapped as-is to the product groups in Smart Shopping Campaigns and Local Inventory Ads.
  • We’re also working towards supporting multiple product groups.
Product ads Product ads will be autogenerated consistent with today’s experience.

Support for Multimedia Ads in Microsoft Advertising Editor

Microsoft Advertising’s Multimedia Ads, which are unique in the search advertising landscape, are another fantastic way to level up your creative strategy and drive performance (just ask Nissan, Looka, and ADT). We’re excited to now announce that, as of last week, support for managing Multimedia Ads for search campaigns in the Microsoft Advertising Editor is generally available in all markets! Support for the Microsoft Audience Network is still in pilot.

This is a big step in helping advertisers leverage these unique ad types in their campaigns, and we’re excited to deliver it. Check out your Multimedia Ads in the Microsoft Advertising Editor today!

Example image of how Multimedia Ads appear in the search engine results page.

General availability of Cruise Ads and Tours and Activities Ads

Last month, we announced the official release of Automotive Ads to all advertisers globally, and now we’re delighted to share that Cruise Ads and Tours and Activities Ads are also generally available! To learn more about how these ads work and why you should use them, check out our blog Keep performance high with vertical ads.

Example of Cruise Ads as seen on the search engine results page.

Subdomains in Dynamic Search Ads (DSA)

Last but not least, subdomains in DSA are now generally available in all markets where DSA are available (check that list here). With this update, you can now add subdomains like mysite.contoso.com in addition to your top-level domains like contoso.com. This means that you can be more precise with your domains and import campaigns more easily.

That’s all for September—we’ll see you back here on October 4 with another recap. We hope you all enjoy your summer—take care, everyone!

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