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Performance Max and other key updates for March

March 07, 2024
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Welcome to another edition of the Microsoft Advertising product roundup.

At Microsoft Advertising, we’re committed to bringing more efficiencies and solid return on investment (ROI) across the entire funnel. That commitment is reflected in our product releases for this month, which enable advertisers to get full-funnel ad experiences and more results with less effort.

As a reminder, we’ve also shared posts this past month focused on inclusive prompt engineeringidentity solutions in a changing advertising landscape, and how advertisers can unlock a mobile-first audience with generative AI. We encourage advertisers to check out all these new insights and innovations in the links above.

Let’s move onto the key roundup topics for this month and how we’re helping advertisers drive more results with less effort and create more engaging ads:

This month’s top story: Performance Max now available in all markets

Did you hear the news? Microsoft Advertising’s Performance Max campaign type is now available in all markets.

Performance Max campaign type settings.

Performance Max—also known as PMAX—is a new campaign type enabling you to work with best-in-class artificial intelligence (AI) for your campaign management, from building your assets to finding your audiences to bring you more conversions, all in one hassle-free campaign.

All you need to get started is:

  1. define your advertising goals
  2. add assets
  3. create audience signals

Now you’re on your way to a streamlined setup for multi-format, cross-channel optimization to maximize your performance.

Additionally, when you provide your inputs and final URL, Microsoft’s AI will generate new asset recommendations for your campaign, which you can choose to leverage, providing you the opportunity for more engaging ad formats and inventory your ads can appear on.

Note: Support for Performance Max in SA360 is still in development, and timelines will be shared here when we know more. Please reach out to your SA360 representative for more information.

For more information, see the original blog on post on Performance Max and our help page for your Performance Max campaigns.

Manage your image extensions within Microsoft Advertising Editor

Another way we’re bringing efficiencies to your workflow to create engaging ads with less effort is through image extensions for Microsoft Advertising Editor. Now you can create, edit, and manage associations in bulk and determine how you want to manage your engaging assets at scale, allowing you to save time and be more productive.

Create new image extensions, edit existing ones, and manage associations in bulk with just a few clicks.

Drive increased brand awareness with display ads, now available in 32 markets

Visual experiences are core to full-funnel journeys and can make a large difference in capturing audience engagement with your brand.

A new way for advertisers to engage with a targeted audience is with beautiful display placements across the web, on sites likes MSN, Microsoft Start, Microsoft Edge, Outlook, and more. Advertisers can now do this with Display ads, which are now available in 32 markets. Learn more in the below video, last week’s blog post, and our help page for your display ads.

Create more engaging ads through Connected TV (CTV) and Netflix inventory

For advertisers looking to reach their audience with engaging ads on CTV, get ready for an exciting new opportunity. We’re excited to announce that Netflix is now a publisher for Connected TV ads on Microsoft Advertising. This means you can now showcase your brand to deeply engaged global audiences as they sit down to enjoy Netflix’s award-winning series and films. Don't miss out on this chance to make a lasting impression.

Netflix inventory is available to advertisers who are running campaigns in Canada, Brazil, Mexico, United Kingdom, France, Germany, Italy, Spain, and Australia. If you’re targeting one of these markets, to be eligible to serve on Netflix, you just need to accept the Netflix inventory policy. You can do this by editing an existing campaign, or when creating a new CTV campaign in Microsoft Advertising.

Note that by accepting the terms and conditions you have the opportunity to serve ads on Netflix, but it’s not guaranteed. To see where your ads have been served, you can use the Website URL publisher report. If your goal is to ensure delivery on Netflix, you can explore other buying options in Microsoft Invest (powered by Xandr) such as via Direct I/O, Programmatic Guaranteed (PG), and Private Marketplace (PMP).

Group products from multiple feeds with feed label for shopping campaigns—coming soon

Note: Feed labels for shopping campaigns was delayed and will now roll out to advertisers in May. Please see the upcoming post on May 1 for more details.

Lastly, for advertisers looking to drive more efficiencies on their retail campaigns, we’re excited to announce the upcoming release of a new feature that will make cross-border advertising easier and more efficient for our retail advertisers: feed labels. This will start rolling out in mid-March with the full rollout to all advertisers by the end of March.

Feed labels allow you to group products from multiple feeds based on a common attribute, such as language, product category, or brand. For example, if you sell products in the UK, France, and Germany, you can create a feed label and apply it to all three feeds.

Feed label settings within Microsoft Advertising.

Then, you can create a shopping campaign that targets the feed label, and your ads will show products from all three feeds to potential customers in those markets. The feed label you select will determine which feeds from the selected Merchant Center store can be advertised in this campaign. You can also choose to show all products with a single campaign.

Shopping campaign settings within Microsoft Advertising.

Note: Feed labels are different from custom labels, which are used to subdivide products within a single feed based on your own criteria. Custom labels are useful for creating granular bid strategies and reporting within a campaign, while feed labels are useful for creating broad targeting strategies across multiple feeds and campaigns.

For customers who feel more comfortable using country/region of sale, we’ll continue supporting this option for both product feeds and shopping campaigns.


That's all for this month’s roundup blog. We’ll see you back here on April 2 with another recap of what’s to come in Microsoft Advertising. Take care.

Help us improve Microsoft Advertising

Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portalin-product feedbackX, or Instagram, and as always, contact Support.


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