Microsoft’s Max Performance is now in open beta. Selected sellers can now access their entire inventory and post ads across their entire network.
Why we care Microsoft’s Performance Max offers new features that aim to simplify marketers’ workloads and give them time to focus on creativity and help them reach untapped audiences. Being able to work directly with Microsoft on top performing campaigns will also give advertisers more transparency and detail on this level of reporting.
how to start Creating a campaign with Microsoft Performance Max consists of five steps:
Set up Microsoft conversion tracking: While importing from Google is a good way to start if you’re already using Performance Max there, you need to make sure that conversion tracking is also set up with Microsoft, as it’s a requirement. This can be done through UET or with offline conversion goals. This should always be the first configuration, and Microsoft advises that you make sure you have configured the appropriate targets.
Set budget and bid strategy: With Maximizing conversions within the optional ROAS goal, you can set and maximize conversion values with optional target CPA goals.
Extending the final URL: Microsoft recommends enabling this setting because it helps drive consumers to the most relevant landing page. It also allows Microsoft to create additional assets based on what works well on landing pages.
Add assets: Next, you’ll need to add text, images, and make sure your brand store is set up with Microsoft when using Merchant Center.
Audience signals: This helps Microsoft with predictive targeting, which in turn can help you reach your target audience.
What did Microsoft say? Lauren Tallody, director of product marketing and automation at Microsoft, told Search Engine Land:
“Since Google launched its Performance Max product in 2021, we took our time to understand if there was a need among advertisers for this type of product on our side. “We wanted to understand your needs, where we could differentiate – us and where we might focus. And this will continue to be a long journey.”
Chronology Microsoft has been working on building its Performance Max program since the fall of last year and has already seen positive results:
September 2022: Import Google PMAX campaigns via Merchant Center – As more advertisers started adopting the PMAX product on Google, Microsoft wanted to capture this demand and have a parity experience, so they started importing Google Max campaigns as to smart shopping or local inventory ads.
October 2022: Import Google PMAX campaigns that don’t use Merchant Center: Microsoft is slightly changing its approach to importing Google Max campaigns as DSA campaigns.
May 2023: Microsoft Performance Max Closed Beta Launch: The closed beta launch went “very well” for Microsoft, and the results have encouraged them to continue building the product and importing these campaigns.
July 2023: Open Beta Launch: Microsoft’s Max Performance officially entered open beta a couple of weeks ago.
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next steps Microsoft is now looking to make its Performance Max product generally available and continue to build with more features. This includes:
API support Microsoft Advertising Editor support. Extended reports such as domain and search term reports. Smart shopping campaign update tool.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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