Microsoft has announced a suite of new features that creates more engaging campaigns. These features provide valuable audience information. They enhance overall performance by delivering more results with less effort.
Feature Story
These innovations are designed to optimize user engagement. They use advanced targeting options and personalized content strategies. These ensure that campaigns resonate with specific audience segments. Additionally, by leveraging data analytics, marketers can gain deeper insights into audience behavior and preferences, allowing for more informed decision-making.
As a result, businesses can streamline their marketing efforts. They can allocate resources more efficiently. Ultimately, they achieve greater success in their outreach initiatives.
Feature 1: Creation of more engaging ads – Increase brand awareness
- We will have more ways to illustrate our brand story thru usage of logos and call to action buttons
- Choose the right call to actions based on the behavior you want your user to take. ( library includes over 60 types of call to actions).
- Select automated (Microsoft dynamically selects the best option for you) or manual call to actions
- Add disclaimers to ads. This step will ensure brands are compliant. It provides customers with transparency by clearly outlining the limitations and risks associated with a product or service.
- Placement targeting. You can choose one or multiple placement packages. This depends on the type of inventory you would like to target with native ads.
- Homepages (Microsoft edge new tab page)
- Productivity (Outlook and Microsoft 365)
- Games (Microsoft casual games)
Homepage Ads
You can leverage the homepage ad placement package. This targets audiences on the Microsoft Edge home page and new tab pages. This enhancement will be primarily for the US market.
Productivity
You can leverage the productivity placement package. This targets audiences on Outlook and Microsoft 365 mobile app.
Games
You can leverage the games ad placement package. This targets audiences on the Microsoft casual games. In average Microsoft has around 14M active users per month with an average game time of 66 minutes.
Feature 2: Valuable audiences and data signals
- Enhanced targeting: Enhance target your reach by specific target income bracket users
- Increase performance: Target high value prospects that are more likely to convert. This will drive increased return on investment in your campaigns.
- Control your message: Create tailored messages and offers that resonate with different income groups.
- Additional audience segmentation: (This feature will be available in some countries, for full list please visit Microsoft.)
- Company size: target potential customers by company size leveraging LinkedIn profile information.
- Job title: target potential customers by their job title
Feature 3: Predictive targeting for Search Campaigns – In Pilot
Predictive targeting helps you find new audiences that you may not have considered targeting who are likely to convert. This leverages Microsoft’s audience intelligence signals alongside your ads and landing pages. It helps reach the right audience at the right time. This increases your audience reach.
Feature 4: Impression based remarketing – Already in Production
Re-engage customers who saw your ads across channels. According the Microsoft users who view their ads:
- 3x more likely to search for your brand
- 5x more likely to click on your site
- 6x more likely to purchase from you
Now you can retarget users who have seen your ads, allowing you to tailor messages differently for various segments of your audience. By doing so, you can address their unique needs and preferences more effectively, leading to a more personalized experience that resonates with them.
This strategy enhances engagement. It also drives greater efficiencies across the funnel. Ultimately, it increases conversion rates and maximizes your return on investment. Leveraging this approach can significantly improve your advertising efforts. It ensures that your communications are relevant and timely. This fosters a stronger connection with potential customers.
Reach your audience at the time that matters
Use sequential messaging to driver users further down the funnel towards purchase. This allows to reach at every stage of their buyers journey.
Feature 5: More results with less effort
Lift Measurement
Measure ad effectiveness with search lift, visit lift, and conversion lift.
- Search lift: are users more likely to search for your brand after seeing your ads?
- Visit lift: Do audience ads increase website visits?
- Conversion lift: Do audience ads increase user conversion?
Feature 6: Brand suitability controls – In Pilot
Safeguard your brand image. This provides the ability to choose the sensitive content category you want to exclude:
- Crime
- Kids content
- Nature disasters
- Politics
- Protests and demonstrations
- Sensitive social issues
By default Microsoft protects your ad from appearing alongside that has been flagged as not suitable for advertising.
Feature 7: Audience Planner Improvements
- Forecasts to display, video, and CTV formats
- Forecasts across Microsoft properties
- Weekly and daily forecasts accounting for seasonality
These are some of the top new or existing features. There are more we as marketers can leverage for a full list stay connected with Microsoft Ads.
