Spring has been quite the busy season for Microsoft Advertising. First we heard about the news on RSA extensions adding an extra 60 days, then the search behemoth announced innovate new cash-back incentives ads. A handful of additions and upgrades have been announced in May, led by Auto-generated remarketing lists.
New auto-generated remarketing lists
You may see a new notification about audiences when logging into your Microsoft Advertising account. These new audiences are for those looking to “get started with remarketing, or you’re already using remarketing and want to optimize performance.”
Advertisers will have the ability to choose from the following preset audiences:
All Visitors. People who have visited your website in the past 30 days.
All Converters. People who have converted in the past 180 days.
Smart Remarketing. According to Microsoft these are “People who are likely to convert”. These audiences are powered by Microsoft Advertising’s audience intelligence with a goal of providing high conversion rates.
These breakouts make sense as they give advertisers flexibility to target (or remove) those commonly used audiences without requiring advanced technical knowhow. The smart remarketing sounds promising and may be worth a test by all advertisers if in fact the intelligence works as advertised.
Dynamic Search Ad rollout, subdomain support & exact domains
In other news, Microsoft’s Dynamic Search Ads (DSAs) are rolling out to Indonesia, Malaysia, India, Philippines, Singapore, Thailand, Vietnam, Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Venezuela.
Advertisers will also be rejoicing as they’ll now have the ability to use DSAs on subdomains. The changes don’t stop there as Exact auto-target URLs are coming for more fine tuned “URL equals” targeting than the “URL contains” operator. This should make specific targeting much easier for advertisers.
Other Microsoft Advertising additions
A few other helpful enhancements releasing in May include:
- Manage images in Microsoft Advertising Editor
You can now create new ads, upload images as well as delete/replace previous images. - Microsoft Audience Network enhancements
New bidding is coming including CPM pricing and smart bidding.
Why We Care. While most folks reading this now already have remarketing lists created, the ‘smart remarketing’ lists are a new tool to test. While the previous visitors and previous purchasers aren’t revolutionary, they may help new advertisers perform better on the platform.
Lastly, the ability to be able to use DSAs on subdomains is a much welcomed addition and the
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Source: Search Engine Land