Copilot enhancements and other updates for November

Welcome to another edition of the Microsoft Advertising product roundup. Many advertisers are now in crunch time prepping for peak season and October saw so many exciting announcements, there’s simply no time to waste! Let’s get right into the product updates:

This month’s top story: Transforming audience engagement with Copilot enhancements

Microsoft Copilot, the everyday AI companion, is at the center of our ongoing transformation toward highly curated, hyper-personalized, and deeply relevant experiences. Earlier this month, we shared significant updates on how we’re making our consumer advertising experience more user-centric, as well as empowering advertisers with new generative AI tools. Take a look at the new streamlined experience for ads in Copilot here:

And see more on the new capabilities we’re bringing to Copilot in the Microsoft Advertising Platform, specifically diagnostics and performance snapshots to save you time in campaign management and gathering the insights you need.

See more here in the blog here: Transforming audience engagement with generative AI | Microsoft Advertising

New performance features on Video ads (in addition to Display ads)

Last month, we shared that you could now use performance features on Display ads. We are now excited to announce the same update for Video ads in the Microsoft Advertising Platform. Video ads allow you to reach and engage your audience across desktop, mobile and tablet while they are browsing the web and watching online videos.

You can choose from a variety of bid strategies, including:

• Manual CPM – Set the highest amount you want to pay for 1,000 viewable impressions.
• Enhanced CPC – Set a bid you want to pay per click and automatically optimize in real time to increase your chance of conversion.
• Maximize conversions and target CPA – Get as many conversions as possible, with the option to set a given CPA target.

And you can layer on audience targeting, including:

• In-market audiences – Reach curated lists of customers who have shown purchase intent signals within a particular category.
• Dynamic remarketing – target users based on specific product IDs they’ve interacted with to show users ads with those same product IDs.
• Custom audiences – Reach users by using your own customer data from your data management platform to create richer user segments.
• Combined lists – Combine your existing audience lists to enhance your targeting strategy.
• LinkedIn Profile targeting – Target potential customers based on their LinkedIn profile information.
• Predictive targeting – Use predictive targeting to easily find new audiences that you may not have considered targeting, who are more likely to convert.
• Impression-based remarketing (in pilot) – Leave a lasting impression and drive greater efficiencies across the full funnel based on ad exposure.

Sync across platforms by importing Google Ads Video campaigns

If you’d like to save time with managing video campaigns across platforms, as of October you can now import your Google Ads Video campaigns. This is now available globally in all markets except for China, and will allow you to import all data associated with these video campaign, except for the video used.

Important note: Due to limitations imposed by YouTube's Terms of Service, Microsoft Advertising cannot import the video file used in your Google Ads Video campaigns. In order for these campaigns to serve, you'll need to upload the video you'd like to use yourself.

Check out the latest blog and video on Google Import and how it can boost your reach.

For more information on Google Import see our help page: What gets imported from Google Ads (microsoft.com)

Audience targeting for Connected TV ads

Besides Video ads, Connected TV ads are a great form of video advertising on Microsoft; you can reach your audience on smart TVs and connected devices while they are streaming media. We are excited to announce, in addition to audience targeting for Video ads, you can now also use audience targeting for Connected TV campaigns in all markets¹ to reach your ideal audience.

Available audience features: In-market audiences, similar audiences, customer match, remarketing.

Impression-based remarketing: Navigate the complex consumer journey with greater controls

Another exciting update we announced earlier this month was impression-based remarketing, which empowers advertisers to design a complete campaign strategy focused on ad exposure, incorporating valuable insights to enhance their marketing approach.

Whether consumers are actively searching for products in your category or casually browsing, you can retarget them with relevant content and reach them with similar messaging at various touchpoints. For more information on how impression-based remarketing works and how you can apply it to campaigns such as Performance Max, see here.

Improving Your Shopping Audience Campaigns for Greater Efficiency and Impact

Big news for Shopping Audience campaigns – two major global enhancements are here! These updates are designed to help you launch campaigns quickly and allow for more customized ad management to optimize performance. First, the setup workflow for creating Shopping Audience campaigns has been improved and simplified, making the entire process much faster and more streamlined. Second, you can now create Product Groups, bringing Shopping Audience campaigns in line with regular Shopping Search campaigns.

New UI setup screenshot

If you're running an existing Shopping Audience campaign and wish to apply this new feature, you can do so by accessing the product group page and clicking "Create first product group." This addition is optional and will not affect your existing campaign's performance in any way. Furthermore, product groups will be created by default for any newly created shopping audience campaigns for you.

Conclusion

That's all for this month's roundup blog. We’ll see you on December 3 with another recap. 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 portal, in-product feedback, X, and as always, contact Support.