Welcome back to another edition of the Microsoft Advertising product roundup! Since we checked in at the start of the new year, we’ve had a lot happen in Microsoft Advertising: First, we announced the new AI-powered Bing and why it's exciting both for consumers and advertisers. We’ve also announced our new partnership with BigCommerce, announced PromoteIQ Offsite, and shared the top Video Ads of the season and insights for the upcoming Valentine’s Day. Finally, hopefully all your campaigns are set for our new world of Responsive Search Ads.
For the Microsoft Advertising product updates, there’s a lot to go through. Let’s dive in!
This month’s top story: Microsoft Advertising has now expanded to 34 additional markets
As we just announced a few weeks ago, Microsoft Advertising has now expanded to 34 additional markets, now totaling to 164 markets worldwide! From Algeria to Zimbabwe, we’re helping marketers scale their campaigns and reach an audience of more than 1 billion people.
The 34 latest markets now available to all Microsoft Advertising customers include:
American Samoa, Anguilla, Barbados, Belize, Benin, Bermuda, Botswana, British Virgin Islands, Burkina Faso, Cameroon, Cote d’Ivoire, Faroe Islands, Gabon, Gibraltar, Greenland, Grenada, Jamaica, Marshall Islands, Niger, Northern Mariana Islands, Republic of Congo, Rwanda, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Senegal, Somalia, Suriname, Tonga. Tunisia, Turks and Caicos Islands, Uganda, United States Virgin Islands, and Zambia.
Check out our blog post to see how your business can seize these new opportunities!
Automated bidding and last-touch attribution on the Microsoft Audience Network
The Microsoft Audience Network is now providing you with flexible offerings to meet your advertising goals by leveraging our Automated bidding strategies! As of this month, enhanced cost per click (ECPC) is now available in all markets for the Microsoft Audience Network. If you’d like to try out other bidding strategies such as target cost per acquisition (TCPA) and maximise conversions, work with your Microsoft Advertising account team.
Secondly, last-touch attribution is also now available in all Microsoft Audience Network markets! This feature allows you to change your conversion goal attribution, which will allow Microsoft’s Automated bidding solutions to take both click-based and view-through conversions into account.
Finally, you can now create and manage your Audience Shopping Campaigns from within the Microsoft Editor tool.
Data exclusions for Automated bidding
For all Automated bidding tactics, we now also have data exclusions, which will help inform Microsoft Advertising’s Automated bidding algorithms in case there’s a data outage on your website or any other unintended conversion tracking changes. This will allow you to ensure your Automated bidding algorithms get precise information and maintain optimal performance!
You can find this tool, along with seasonality adjustments and portfolio bid adjustments under Tools → Planning → Bid strategies.
New In-market audience segments and pilot for custom combinations
In the world of audience targeting, we have some new additions to share. First, In-market audience segments for Valentine’s Day have now launched in India, and are also available in the United Kingdom, the United States, France, Germany, and Australia. You can find the complete list under “Valentine’s Day Shoppers.”
Additionally, we’ve started a pilot to expand the functionality of custom combinations. With this pilot, you’ll be able to create combined lists of the following audience types: Customer Match, Custom Audiences, Remarketing, and Dynamic Remarketing.
Previously, it was only possible to combine Customer Match with other Customer Match lists, or Custom Audiences with other Custom Audiences. Work with your Microsoft Account team to start using this feature.
Conversion tracking enhancements
There are a set of great enhancements we’ve made in the world of conversion tracking:
- Universal Event Tracking (UET) tag deletion: You can now easily disassociate your UET tags when needed.
- Custom events are now simpler and easier to set up.
- Implement conversion tracking easily across all accounts: You can now change the scope of your conversion goals from a single account to “all accounts” as part of the edit workflow. If you have conversion tracking set up only on one account, you can explore this new feature to expand the benefits of conversion tracking to all your accounts with just a click in your advanced settings!
Google Import for Smart Campaigns is now available in 11 markets
Google Import in Microsoft Advertising makes transferring Smart Campaigns from Google Ads over to Microsoft Advertising easy, helping you reach more customers instantly. And as of this month, this capability is now available in the United States, the United Kingdom, Australia, Canada, France, Germany, New Zealand, Ireland, Italy, the Netherlands, and Singapore. Save time and import your Google Smart Campaigns in just a few clicks today!
That’s all for February—We’ll see you back here on 7 March with another recap. Take care, everyone!
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