Microsoft Advertising made several announcements in the past month about advertising capabilities for July 2023.
These updates span from unveiling Predictive Targeting, an AI-based tool for increasing ad conversions, to expanding Property Promotion Ads to include vacation rentals.
Learn how Microsoft plans to help advertisers reach more customers with greater efficacy and cost savings.
1. Predictive Targeting
Microsoft Advertising introduced Predictive Targeting, an AI-based advertising tool that uses machine learning to automatically identify and target new audiences for increased conversions, which could save advertisers’ time and boost campaign efficiency.
While it offers flexible application with existing strategies, potential downsides include losing control over target audiences and possibly wasted ad spend or brand damage if incorrect audiences are exposed to ads.
2. Generative AI And RSA
Microsoft integrated generative AI into creating and editing responsive search ads (RSA), providing AI-generated headlines and descriptions based on the advertiser’s final URL.
The updated experience reportedly offers neatly categorized, high-quality, and diverse recommendations in 35 detected languages, enabling advertisers to select multiple suggestions in a single click.
You can also opt-in to auto-generation of assets, which dynamically creates assets when serving ads, enabling greater scalability and relevancy.
3. RSA IF Functions
IF functions for RSAs could offer sophisticated targeting and ad customization based on device and audience.