Microsoft announces the launch of Predictive Targeting, an advertising tool based on artificial intelligence.
The technology is based on machine learning to help advertisers reach new and receptive audiences and increase conversion rates.
Find hidden audiences
Screenshot from: about.ads.microsoft.com, June 2023.
Predictive targeting analyzes signals from advertisers’ existing ads and landing pages and audience data from Microsoft to identify potential new audiences.
The tool automatically targets ads to audiences most likely to convert without advertisers manually crafting an audience targeting strategy.
Saving time and increasing efficiency
Microsoft claims that predictive targeting can increase advertiser conversion rates by an average of 46 percent while streamlining the ad targeting process.
Advertisers no longer have to spend time researching to determine their target audiences and can rely on Microsoft’s algorithms to find the most promising leads.
The tool aims to help advertisers maximize return on investment and gain greater efficiency in their advertising campaigns.
Flexibility for different needs
Predictive targeting can be used independently or in combination with advertisers’ existing audience targeting strategies.
When used alone, it provides a comprehensive solution for discovering and reaching relevant audiences.
When added to existing strategies, it helps advertisers expand their reach and find new potential customers outside of their defined target audiences.
This flexibility allows advertisers to adapt the tool to their specific needs.
Potential drawbacks
Before switching to a new targeting solution, it’s essential to consider the potential pitfalls.
By relying on Microsoft’s algorithms to determine target audiences, advertisers give up some control over who sees their ads.
AI can target audiences that advertisers didn’t anticipate or intend to reach.
This could lead to wasted ad spend or brand damage if the wrong audiences are exposed to the ads.
Advertisers may want to use other targeting and measurement tools in addition to protective targeting to avoid full reliance on Microsoft.
Starting
Predictive targeting will now be the default targeting method for audience ads.
Advertisers simply need to activate the tool and Microsoft’s algorithms will determine the optimal audience for their ads.
Screenshot from: about.ads.microsoft.com, June 2023.
Advertisers can also turn off predictive targeting and define their audiences as needed.
Microsoft recommends that advertisers use compelling ad copy aligned with their target customers, automatic bidding, extended reach across ad groups, and campaign performance tracking.
The company predicts that predictive targeting will help drive advertisers’ audience ad campaigns and lead to the future of targeted advertising.
Featured Image: Screenshot from about.ads.microsoft.com, June 2023.
source: Microsoft
[ad_2]
Source link
