Microsoft is introducing new features to enhance conversions and ad targeting capabilities, providing advertisers with the opportunity to optimize their campaigns and reach high-value consumers. These updates have the potential to significantly improve campaign performance and boost return on investment (ROI).
One of the key updates is the introduction of enhanced conversions, which incorporates privacy-safe first-party customer data, such as email and phone numbers. This allows advertisers to improve the accuracy of conversion measurement, track cross-device conversions, and comply with regulations by leveraging hashed and privacy-safe user information. To start using enhanced conversions, advertisers need to have online or offline conversion tracking set up to receive conversions. The process involves following the user interface (UI) instructions to copy and paste a code snippet into their website for online conversions or formatting and hashing the user’s first-party data for offline conversions before uploading it to the UI. Enhanced conversions are currently in beta and will be available to all customers in the coming weeks.
In addition to enhanced conversions, Microsoft has also introduced enhanced ad-targeting capabilities. In the U.S. and Canada, advertisers can now utilize in-market audiences based on company size and job titles. This feature allows advertisers to target potential customers based on their titles and the size of their companies, using information sourced from LinkedIn profiles. This capability is available across display, native, and connected TV formats.
Microsoft has also announced several other updates this month, including easier campaign creation with the new campaign creation view. Advertisers can now set up their campaigns in just a few steps, streamlining the process. Additionally, the deprecation of Hotel Center subaccounts has been paused due to customer feedback and the need for additional preparation for the transition to Lodging Campaigns. Advertisers will continue managing their campaigns through Hotel Center as usual. Another update is the availability of campaign asset reporting at both the campaign and ad group levels for responsive search ads (RSA).
Overall, these updates from Microsoft provide advertisers with powerful tools to enhance their campaign performance and target high-value consumers effectively. By leveraging enhanced conversions and ad-targeting capabilities, advertisers can optimize their campaigns, reach the right audience, and boost their ROI. With additional updates introduced by Microsoft this month, advertisers have even more features and functionalities to enhance their advertising strategies.
