With the holiday season approaching, Microsoft Advertising has introduced some updates to help advertisers improve their campaigns and reach more customers. Let’s take a look at what’s new this month:

1. Performance Max updates

Microsoft’s Performance Max campaigns continue to lead the way in helping advertisers reach more people with the right message at the right time. Here are the key updates:

• Search term insights: Advertisers can now see which search terms trigger their ads. This helps fine-tune targeting and content strategies.
• Brand exclusions: You can now exclude certain branded search terms from your campaigns.
• URL rules: Control where your ads lead with new URL rules, coming mid-October.
• Video assets & customer goals: Soon, Performance Max will support video ads and new customer acquisition goals.

2. New display ad options

Microsoft has added more tools to make your display ads perform better. You can now use more bidding strategies like:

• Manual CPM: Set the price you want to pay for every 1,000 impressions.
• Enhanced CPC: Set a bid for clicks, and Microsoft will optimize for conversions.
• Maximize conversions & Target CPA: Focus on getting the most conversions or targeting a specific cost-per-acquisition (CPA).

For targeting, there are new options, including:

• In-market audiences: Target people ready to make a purchase in specific categories.
• Dynamic remarketing: Show ads to users based on products they’ve viewed.
• LinkedIn profile targeting: Target people based on their LinkedIn info.
• Predictive targeting: AI helps you find new audiences more likely to convert.

3. Ad verification with IAS

Advertisers can now use IAS verification to ensure their ads are shown to real people in safe environments across display, native, and video ads. Simply add your IAS tag in the Microsoft Advertising Platform.

4. Bidding strategy recommendations

Microsoft has introduced new automated bidding recommendations to help you improve your campaigns. If your campaign’s performance is limited by budget or bid targets, you’ll get suggestions on how to fix it with one click.

These new features are designed to help you get the best results from your campaigns. With tools like Performance Max search insights and better display ad options, you’ll have more control over your ads and audience reach just in time for the holiday season.

For more details read the full Microsoft announcement here.