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New bidding strategy, extensions and more

Microsoft Advertising Announces June Product Releases & Updates

Microsoft announced a list of new product updates and releases for advertisers, including a new bidding strategy, manager account label, new automated extensions, extended fire safety protections, and updates to Unified Campaigns. Here’s what you need to know!

Microsoft Ads announces target share for exposure

Microsoft Ads announced the release of the Target Impression Share strategy, which reflects that of Google Ads. Microsoft Ads automatically sets your bids based on where you want your ads to appear and your Target Impression Share.

Advertisers can choose to show anywhere on the page, which means they do not care what position they are on the first page, “Top of page”, which means they want to show in the first set ads that appear on the first SERP or “Absolute top of the page”, which means they will be the very first ad in the SERP.


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Advertisers can set a maximum CPC limit, but it may limit the volume depending on the other options selected.

Target Impression Share is a great bidding strategy for people who prioritize visibility, even though it may cost more.

For search campaigns, you can use the experiment feature to run A / B bidding strategy tests to get a clear overview of which bidding strategy works best for your goals.

New automated extensions

From August, Microsoft will launch new automated extensions, which will be available to all advertisers.

Dynamic location extensions retrieve location information from the advertiser’s local extensions and Bing Maps Dynamic multimedia extensions add multimedia assets, e.g. Photos and videos (start flying in early 2022) Syndication decorations are automated buttons or enhancements that partners use to entice clicks

All advertisers have the option to sign up for or from any of these extensions.


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Account marking

For advertisers using an MCC, Microsoft Ads labels roll out at the manager account level. These allow advertisers to tag accounts, campaigns, ads, and keywords within your management label, and also allow you to rotate your reports and insights with those labels.

Track product-specific conversions with product conversion goals

Advertisers using Shopping or other feed-based campaigns can now create product conversion goals.

What is a product-specific goal and when is it used? According to Microsoft, it can work in two different ways:

A customer clicks on an ad for product A, navigates away without buying, then clicks on an ad for product B, but ends up buying product A. Normally, this conversion will be attributed to the ad for product B because it was the ad was clicked on most recently. But with the product conversion goal, you can track this as a conversion to the ad for product A.

Alternatively, retailers participating in product-specific goals can also attribute brand-level conversions. According to Microsoft:


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A customer clicks on an ad for product A (brand X), but ends up buying product B (brand X). Normally, no conversion would be reported. But with the brand conversion goal for brands, you can track this as a brand X conversion. You need to have Microsoft Shopping campaigns for brands configured for this scenario.

Integrated Ad Science platform protected fire protection now available globally

Microsoft announced a partnership with Integral Ad Science (IAS) last September. The goal of this partnership was to add more fire protection capabilities to the Microsoft Audience Network. This is now available globally in the markets where the Microsoft Audience Network is available: USA, UK, Canada, France, Germany, Australia and New Zealand.


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Changes to Unified Campaigns

Finally, Microsoft Advertising announced a slew of updates to affiliate campaigns based on feedback from early users.

Instagram posts: Users can now post to their Instagram accounts from the social media section of affiliate campaigns. Access Management and User Invitation Updates: Unified Campaigns allows users to now invite other Microsoft Advertising users to access and manage their accounts. A new billing experience: users of unified campaigns can now use the same billing pages as users in expert mode. Campaign Management Experience Updates: Microsoft notes that they have received user feedback and made several adjustments to improve the usability of consistent campaigns, e.g. always visible overview last time, but not least, users of unified campaigns can now manage multiple sub-accounts under a single parent account. Manager accounts can: Create multiple unified campaign accounts under the same manager account. Create a mix of unified campaigns and expert status accounts under the same manager account. Link to and from manager accounts containing a combination of affiliate campaigns and expert status account.

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