The Microsoft Audience Network has moved predictive targeting to general availability.
After a successful pilot test, all advertisers will now be able to use the feature in their campaigns.
Why we care: Predictive targeting can help advertisers easily find new audiences they hadn’t thought to target before. Not only is the identified audience relevant, but the bots that see them are more likely to convert, potentially leading to a higher ROI for marketers.
right trial Microsoft has been testing this tool for 10 months and said some vendors, such as Sembot, have reported up to a 1550% increase in ad spend, while other companies, such as Trivago, have seen conversion rates increase by 20%
How it works. Microsoft’s bots examine ads along with their associated landing pages, before using their audience intelligence signals to match that content to relevant audiences. Bots are designed to help marketers deliver the right message at the right time to improve performance.
How to set it up. To integrate predictive targeting into your marketing campaign, you must enable an ad group setting in your audience campaigns. You can do this in two different ways:
Option A: When you set up an audience campaign, predictive targeting will now be the default targeting option. If you want to use predictive targeting, simply leave the settings as they are.
Option B: If you want to expand your reach beyond your campaign’s target audiences, you can choose to apply a marketing list or an in-market audience. To do this, simply turn on predictive targeting and Microsoft’s bot will serve your target audience while using predictive targeting to find users outside of that audience who are still relevant.
Is it the same as optimized targeting? It is similar in the sense that this tool can help marketers reach their ideal audience with little or no intervention. However, this tool is specifically designed to help marketers using the Microsoft Audience Network through a combination of existing advertising assets and Microsoft Audience Intelligence.
Microsoft shares best practices. The tech giant has identified best practices to help marketers achieve the best results:
Microsoft bases its decisions and algorithms on the content of the ad and the landing page. Use clear and descriptive ad copy. Make sure your landing page provides a good user experience. Use predictive targeting in combination with automatic bidding in all campaigns. “In terms of automatic bidding strategies, we have a pilot target for CPA and maximum target conversion that will launch in the summer. So the recommendation for now is to use it with an enhanced CPC,” according to Microsoft. Apply predictive targeting to all your campaigns to see performance. “You’ll also have a reporting line in the campaign grid and the Audiences tab, which will show you exactly what predictive targeting is delivering to your campaigns. “Don’t just set audience targeting and forget about it. Report , review and adjust as needed, keeping an eye on budgets and ensuring you remain competitive,” Microsoft said.
Deeper Dive: To learn more about Microsoft’s predictive targeting feature, read about it complete guide here.
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