Microsoft Advertising made several announcements over the past month about advertising capabilities for July 2023.
These updates range from introducing Predictive Targeting, an AI-based tool to increase ad conversions, to expanding property promotion ads to include vacation rentals.
Learn how Microsoft plans to help advertisers reach more customers with greater efficiency and cost savings.
1. Predictive guidance
Microsoft Advertising introduced Predictive Targeting, an AI-based advertising tool that uses machine learning to automatically identify and target new audiences to increase conversions, potentially saving advertisers time and increasing campaign efficiency.
While it offers flexible application with existing strategies, potential drawbacks include loss of control over target audiences and potentially wasted ad spend or brand damage if the wrong audiences are exposed to ads.
2. Generative AI and RSA
Screenshot from Microsoft, July 2023
Microsoft integrated generative AI into the creation and editing of Responsive Search Ads (RSA), providing AI-generated titles and descriptions based on the advertiser’s final URL.
The updated experience has been reported to provide well-categorized, high-quality, and diverse recommendations 35 languages detectedwhich allows advertisers to select multiple suggestions with a single click.
You can also enable automatic asset generation, which dynamically creates assets when ads are served, allowing for greater scalability and relevance.
3. RSA IF functions
Screenshot from Microsoft, July 2023
IF functions for RSA could offer sophisticated targeting and ad personalization by device and audience.
This would reduce the need for separate campaigns and allow personalized messages for specific user devices or audience segments.
4. Automated multimedia ads within DSA groups
Automated media ads within Dynamic Search Ad (DSA) groups will reportedly use AI to automatically generate rich, visually appealing ads optimized for performance with your website content.
By combining user resources with machine learning technology, these ads will appear on the right side of the search results page and will be unique, with only one media ad per page per advertiser.
5. Advertisements promoting properties for vacation rentals
Microsoft expanded its Property promotion adswhich are highly visual ads designed to inspire potential travelers, including vacation rentals and hotels.
It allows travel advertisers to show more real estate offers on Microsoft platforms.
Offering a rich and engaging experience with full control over featured images and text, these ads could drive bookings with premium placements and automated management using familiar ad management workflows in Microsoft Hotel Center, saving advertisers time.
6. Improvements to universal event tracking
Microsoft Advertising has improved its Universal Event Tracking (UET) tag panel, fixing issues and monitoring UET events in real-time for more efficient testing and quality control.
In addition, the UET Overview tab now offers an extended lookback period to review tag performance across different dimensions, such as events, parameters, and event types.
7. Data-driven attribution is available
Screenshot from Microsoft, July 2023
Data-driven attribution (DDA) reporting became widely available, using advanced machine learning to calculate the actual contribution of each ad interaction to the conversion, as opposed to the traditional attribution model of the latter click (LCA).
This Model Comparison report, accessible under Reports > Default Reports > Performance > Conversion Model Comparison, should allow for in-depth analysis with a wide range of metrics on the “Keyword” grain.
8. Deprecation of Legacy Keyword Planner Features
Microsoft Advertising is deprecating several legacy features of Keyword Planner, including several service operations and the product category feature, due to their deprecated nature and system incompatibility, effective August 21 2023.
Help improve Microsoft Advertising
Microsoft Advertising’s latest announcements underscore its commitment to fostering a more effective and intelligent advertising ecosystem.
Advertisers should expect continuous improvements in targeting, more powerful analytics and streamlined processes and should always contribute by leaving them. comments.
Featured image: Tada Images/Shutterstock
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