Microsoft will roll out enhanced conversions to all markets in the Americas and Europe in the coming weeks.
In addition, the tech giant introduced new ad targeting capabilities to help brands reach high-value consumers.
Why we care Taking advantage of these latest updates has the potential to significantly improve campaign performance. By perfecting conversion measurement, you can optimize campaigns more effectively, ensuring your ads reach consumers most likely to convert, increasing your ROI.
Improved conversions explained. Enhanced conversions incorporate privacy-secure first-party customer data such as email and phone numbers, allowing you to:
Improve the accuracy of your conversion measurement. Track cross-device conversions. Comply with regulations by leveraging hashed and privacy-secured user information.
Starting. To start using Enhanced Conversions, you must first have online or offline conversion tracking set up to receive conversions.
For online conversions, you must follow the user interface (UI) instructions to copy and paste a code snippet into your website, just as you would instrument the UET tag snippet. For offline conversions, follow the instructions on the help page to format and hash the user’s own data before uploading it to the user interface (UI).
If you, as an advertiser, already collect important first-party information from successful conversions, consider setting up Enhanced Conversions for more advanced customer matching and customer prospecting. It is currently in beta and will be available to all customers in the coming weeks.
Improved ad targeting. In the US and Canada, you can now use market audiences based on company size and charges. This feature allows you to target potential clients based on their job title and company size, using information from LinkedIn profiles. This capability is accessible wherever market audiences currently apply, including screen TV, native TV and connected TV.
More February news: Microsoft announced several additional updates this month, including:
Easier campaign creation: You can now set up your campaigns in just a few steps with Microsoft’s new campaign creation view. Hotel Center sub-account deactivation paused: Due to customer feedback and the need to prepare for the transition to hosting campaigns, Microsoft is temporarily pausing sub-account deactivation in Hotel Center . Advertisers will continue to manage their campaigns through Hotel Center as usual. RSA (Responsive Search Ad) Update: Campaign resource reports can now be accessed at both the campaign and ad group level.
deep dive. Read Microsoft’s announcement in full for more information.
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