Microsoft Adverting Shopping Campaigns

Velkommen!
Microsoft Adverting
Shopping Campaigns
Microsoft Advertising. Intelligent connections.
Nick Marshallsay
Copenhagen Nov 2019

The Microsoft mission:
To empower every person
and every organization on
the planet to achieve more.

 Microsoft prioritises inclusion
 Please let me know if you have
specific requirements
 Powerpoint subtitles
 Minimum 16 point font used
 Please introduce yourselves on
your tables (if necessary)
 Be present! (Phones)
 Ask questions
 Provide feedback ☺
Inclusion

Objectives
• Name the 4 steps to take to get your product ads
live
• Optimise your Microsoft Advertising Shopping
Feeds
• Resolve Errors and Warnings in your Catalog to
optimise your efficiency
• Employ features, audiences and Google import to
deliver results for your brand

Introducing
Microsoft Shopping
Campaigns

Microsoft Advertising Shopping Campaigns
Visually engaging ad format
More real estate
Easy setup – Import from Google!
Greater effectiveness

Product image
Product title
Price
Store name
Elements of a Product Ad

More chances to click
Having multiple ads on the
same SERP boosts click rates.
Advertisers have seen a 9%
CTR increase on text ads when
shopping ads are on the same
page.
Data Source: Microsoft Internal data, FR market looking at 11M impressions and 350k clicks, January – March 2017

Drive strong performance
Product Ads proved to be a more efficient way to advertise than text ads for this leading
technology solution provider who saw:
Source: Microsoft partnered with Mercent to compare Product Ads to text ads on Bing Ads.
[4 advertisers involved in the study], Q1 2014.
29% Lower cost-per-click
49%Higher conversion rate

International
market
expansion
in Europe
GERMANY
UNITED KINGDOM
SPAIN
SWEDEN
AUSTRIA
ITALY
SWITZERLAND
BELGIUM
THE NETHERLANDS
FRANCE

Get started
Scenario 1: From Scratch
Advertisers new to Bing Product Ads and
Google Shopping Campaigns

Get up and running in 4 easy steps
2. Create Store
in Microsoft
Merchant
Center
1. Claim domain in
our Webmaster
Tools
Initial Set Up for Microsoft Shopping Campaigns
3. Upload
product feed
in Merchant
Center
4. Create Shopping
Campaign – or
import your
campaigns from
Google in our
UI
Ongoing management for Shopping Campaigns
1. Claim domain
2. Create store
3. Create feed

3 choices for
verifying the site:
Placement of <meta> tag into default page
2
Placing an XML file on your web server
1
Add CNAME record to DNS
3
Claim your domain in one of 3 ways with Webmaster
Tools

Getting started // access the Microsoft
Merchant Center
2. Create store
3. Create feed

2. Create store
3. Create feed
Getting started // create a store in Microsoft Merchant
Center

Getting started // overview of Microsoft
Merchant Center
Alerts and news about
your Merchant feed
account.
Manage
catalogue feed
and view
product errors.
See your store
settings.
2. Create store
3. Create feed

Getting started // product feed
attributes:
1. Required
2. Recommended 3. Create feed

Item
SKU
Men’s jacket Brooks
www.store.com/jacket293
$89.99 Blue suede
men’s jacket
Brooks House
www.store.com/jacket_image.gif
Creating a Shopping Feed:
Mandatory Fields

Creating a Shopping Feed:
Highly Recommended Fields
Software | Computer Software
Software>Computer
m.contoso.com/product.asp
in stock 20.99 2016-7-01T08:15-
05:00/2016-8-01T
09:30-05:00
Best Sellers, High
ROAS, Spring
New
http://www.contoso.com/shoes/
XYZ123

Having uploaded your feed you can then create your
shopping campaigns
4. Create campaign

Ad Groups within a campaign are ‘targeted’ by creating
product groups defined from the product feed
4. Create campaign

Get started
Scenario 2: Already on Google?
Advertisers running Google Shopping Campaigns

Importing your Catalog and feeds from Google in the
Microsoft Merchant Center

And import your shopping campaigns using the
regular import function

Shopping Deep
Dive
Nick Marshallsay

Troubleshoot getting
into the auction
Our roadmap for today’s training
Get your feed into
shape!
Get your campaigns
into shape!
Advanced strategies

Catalog
Management:
Optimising your
feed

Cheat Sheet
Required Fields:
• ID – Product Unique Identifier
• Title – Product Title
• Link – Direct product landing page URL
• Price – Item price reflected on site
• Description – Detail product description
• Image Link – URL of image (.bmp, .gif, .exif,
.jpg, .png, .tiff, and minimum recommended
size of 220px by 220px
• Brand - Manufacturer
Highly Recommended Fields:
• Product Category – Predefined Product
Categories/taxonomy
• Product Type* – Advertiser’s Taxonomy
• Bingads Redirect – Append 3rd party tracking
• Custom Label 0-4 – Custom identifiers for
campaign filters
• Sale Price – Item Sale price on site
• Sale Price Effective Date – Items Sale price
start/end date.
• Condition* – New/Used/Refurbished
• BingAds Redirect: Redirect URL that overrides
the URL given in the “link” attribute.
• Item Group ID: Used to group items that may
vary by color, material, pattern, or size.
• GTIN – Global Trade Identification Number
• MPN – Manufacturer Product Number

The importance of
Titles & Descriptions

All the relevant words, in
the right place.
Optimising your product feed

Product variant attribute / Item group ID (color, gender, size, material, pattern)
Product category (taxonomy)
Brand / Manufacturer Part Number
GTINs (Global Trade Item Numbers)
Descriptions
Titles
What attributes are used for determining product
relevancy?
Matching & relevance
Matching & relevance
Matching
Matching
Matching
Matching

Ensure you have unique titles
L50000037 Black Pendant Light from Microsoft Advertising Academy Shop $69.49

Different titles… more volume
If multiple product IDs have the same title,
we will view them as the same, and only
serve one.
Unique titles create more volume:
• All products would be eligible to serve
• Increased chance for multiple products
to serve at once

Contextual match on ‘description’ and ‘title’
Optimise your titles based on users’ queries
“I don’t show for ‘down jackets’”
Keyword searches trigger:
Product title: ‘Men’s Parka down jacket size medium’
Run Search Term Reports to see which
queries are triggering shopping ads

Good Title:
Titles to Test:
Weber Summit Gas Grill S-670 6-Burner with Side and Rotisserie
Burners and Integrated Smoker Box (60,000-BTU)
Weber Summit S-670 6-Burner (60,000-BTU) Gas Grill with Side and
Rotisserie Burners and Integrated Smoker Box
Weber Summit 6-Burner Gas Grill with Side and Rotisserie Burners
and Integrated Smoker Box S-670 (60,000-BTU)
Weber Gas Grill Summit S-670 6-Burner (60,000-BTU) with Side and
Rotisserie Burners and Integrated Smoker Box
Optimize Product Titles & Test to Improve Relevancy

Don’t
• Include promotional text like "free shipping," all capital letters, or gimmicky foreign characters
Do
• Add additional values to titles such as Brand, Size, Features, Color, Flavor, Sub-Category, etc..
• Test the order of product attributes to best understand what title will drive the most relevant traffic.
• Use the Product Search Term Report to identify other key terms to test in titles.
Required
MPN Size Gender Age_Group Color Material Pattern
Electronics X X
Apparel X X X X X X
Parts X X X
Software
Industrial X X X
Making a Strong Title

Include consumer query trends
in titles:
• Gender (mens)
• Color (sandstone)
• Style (mens fullswing)
Title Space is limited so ensure the
most relevant information is in the
front (35 characters show on SERP).
Use the product search term report for: Title optimization

Optimize based on the space
Use existing ads to direct conversation
Title Space is limited so
get the words that sell
into what appears.
Include Price and Sale
price where appropriate
for best impact.
For areas of focus, take a
look at successful
competitors for ideas

Ad Optimization beyond
Title and Description

Image
Core creative elements for a shopping ad
Price Enhancements

Core creative elements for a shopping ad-
Image
Show multiple
colors

Image
Show product
in use

Image
Show multiple
colors
Show product
in use
High resolution
image

Price
Start with
regular price
Add sale price Price competitively
against other ads
$14.99 $14.99 $9.99
$14.99
$10.99 $11.99

Use the ‘Free Shipping’ functionality
Price (US, UK, CA,
AU, FR, DE, IN: desktop, tablet, mobile)

Enhancements
Use Ad Enhancements/Elements (or ‘Decorations’), such as Merchant
Promotions, Elite Merchant Badges, Product Ratings to increase its effectiveness
More later…

Product Categories, Custom labels & Reporting

Use our Taxonomy to Categorize as Deep as Possible
Better relevance -> more triggers -> more impressions -> more clicks
Category 1 Category 2 Category 3 Category 4
Apparel & Accessories Clothing Dresses
Apparel & Accessories Clothing Dresses Cocktail Dresses
Apparel & Accessories Clothing Dresses Day Dresses
Apparel & Accessories Clothing Dresses Formal Gowns
Apparel & Accessories Clothing Dresses Little Black Dresses
Apparel & Accessories Clothing One-Pieces
Apparel & Accessories Clothing One-Pieces Jumpsuits & Rompers
Apparel & Accessories Clothing One-Pieces Leotards & Unitards
Apparel & Accessories Clothing One-Pieces Overalls
Better
https://advertiseonbing.blob.core.windows.net/blob/bingads/media/library/docs/bing-category-taxonomy-us.txt

Utilize custom labels based on performance data or
strategic knowledge…
On Sale
Not on Sale
Collection
Top Seller
Poor Performer
Deal of the Week
i.e. weekly clearance
Top 50 products High/ Low Margin
Control
Experiment
Price Drop
Potential Issues:
• Using as your product structure
• Duplicating products across
campaigns
• Push products that aren’t
converting
If it doesn’t change your bidding practice, don’t label it.

Catalog
Management:
Sorting Feed
Rejections and
Warnings

Getting into
the Auction
Getting into the Auction

Feed rejections stop your ads serving
• When feeds are uploaded they
are validated
• These validations result in
errors and warnings (editorial,
missing fields, invalid entries)
• Eliminate feed disapprovals to
maximize your reach

Spot the errors
Let’s take a look in
the UI

Shopping Campaign
Optimisation

Should a retailer
have the same
bid on every item
in their store?

Structuring your
shopping campaigns
with product groups

When you create a new campaign a default ad group
is created targeting all products, this can be inefficient

Product groups allow you can use a number of variables
from your feed to define your product groups

We said having the same bid for every product is
inefficient

Bidding by feed product categories becomes more
efficient
Eg: Product Category (1st Level) = Apparel and Accessories
All other offers / categories then get moved into ‘Everything Else’

Now consider a
‘Jewellery’ Product
Category
Would you want the
same bid on a £5 piece
of jewellery as a £5000
piece?

Using custom labels can separate high value products

Item IDs offer the most granular targeting and bidding

UI Report + Sales Data
Top Sellers/Top Performers
for each category
UI Report + Sales Data
Product Type
Performance
World Wide Web
Retailer’s Website
Search Structure
1 2 3
Summary: Use product groups to optimise for your
highest value products

Using campaign priority
settings

Refresh: How campaign priority levels work
Sale Items Jackets
priority: low
bid: $1.00
priority: low
bid: $2.00
Sale Items Jackets
priority: high
bid: $1.00
priority: low
bid: $2.00
Jackets Sale ItemsIf campaign
priority levels
are equal, the
campaign with
the higher bid
will be eligible
for auction
If campaigns
have different
priority levels,
the priority –
not the bid –
determine which
campaign is
eligible

Check your Campaign Priority Settings
to ensure proper traffic distribution
• Low for catch alls
• Medium for normal day-to-day
• High for focus areas
If you notice lots of traffic going to
your catch-all target, you may have
priorities set up inefficiently
Campaign Priorities Control Traffic Distribution

Campaign Optimisation:
Analyse reports and
adjust

Benchmark bid & CTR
Product Partition & Dimension
reports
• Select the correct
account/campaign and date range
• Add Benchmark bid & CTR
columns
• Compare your CTR & bid to the
average of the top 5 advertisers
for that item/product group

Untargeted offers in
Store Summary

Store Summary>Store Issues
Quickly check what % of your offers are targeted

Product Search Term Report
Query to Title Mapping
Uncover how
consumers are
searching for your
advertiser’s products
which in turn
provides insights
✓ Product title edits/optimization
✓ Custom label revamp
✓ Product group insights
✓ Negative keywords

Product Search Term Report: Use Case
How to use:
1. Sort Spend high to low & remove
non-converting terms
2. Delete out 0 conversions
3. Look for trends in the way
consumer queries are mapping to
product group/ad group
4. Look for trends that pop out such
as Brand, Color, Style,
5. Ensure the trends (Brand, Color,
Style) are incorporated into
product titles
6. Use irrelevant mapping to add as
negative keywords to improve
relevancy

Homepage
visitors
Past
purchasers
Category Visitors Cart& Checkout
abandoners
Product Visitors
Highlight holiday gift
ideas and offer
discounts on first orders
Now only 300 cookies needed!
Showcase popular new
product arrivals
Feature product
comparison pages or
reviews
Promote limited-time
offers or free shipping
Use annotations to
surface products people
also searched for
Layer Remarketing on MSC
10% 20% 30% 40% & 50% 60%

In-Market Audiences
In-Market Audiences are curated lists of customers
who have shown purchase intent signals within the
Microsoft network.
No need to build and bring your own audience lists.
o Can be used with shopping
o 18 audience industries
o 60 In-market Audiences available in the UK
o Eg Tech, Home & Garden, Apparel & Accessories,
Beauty
Full GA in US, open beta in CA, UK, AU, FR and DE.

Meet Product
Audiences
(dynamic product remarketing)
Microsoft Advertising. Intelligent connections.
Microsoft Advertising

How do Product Audiences work?
You’ll need to update your UET
tag for 2 additional parameters:
Page Type
Product ID
PRODUCT AUDIENCES OVERVIEW
What do these ads look like?
Using Product Audiences for search Using Product Audiences on the
Microsoft Audience Network
Customers may see ads on Bing, MSN or other
Microsoft Audience Network properties, like
Outlook.com or Microsoft Edge.

100% CVR
Ads shown to Product Audiences saw up to a 100% greater
conversion rate (CVR) than the same ads shown to non-
audience targeted users for the same Shopping Campaigns.
40% CPA
Ads shown to Product Audiences saw up to a 40% lower cost
per acquisition (CPA) than the same ads shown to non-
audience targeted users for the same Shopping Campaigns.
Source: Microsoft internal data, early pilot data on Bing U.S. PC and tablet, April 2019.
Pilot performance
Microsoft Search Network
PRODUCT AUDIENCES OVERVIEW
XXM
TOTAL [VERTICAL]
SEARCHERS
XXM
TOTAL [VERTICAL]
SEARCHES

Microsoft Audience Ads
Open beta in US. Closed beta in UK.

Placements are currently on premium O&O inventory like
MSN, Outlook, Microsoft Edge…with more to come*
*Search workflow is currently live on high quality syndication partners in addition to O&O.
Feed based ads
Imaged-based ads, via
image extensions or direct
upload of image and ad copy
Text only
Outlook ad

Search campaigns
extended to native
Microsoft Audience Network
Powered by the Microsoft Graph
Audience campaigns
Microsoft Audience Ads
Feed-based ads1Image-based ads
1. Feed-based Hotel Ads coming later this year, currently only Shopping Feed Based Ads available. 2. High Quality 3P currently only available on Search Extended Native
MSN - Outlook.com - Microsoft Edge - Partners2

Merchant Promotions
More & better engagement
Display special offers on
specific products or site-wide
sales
Available in all markets
MobileDesktop

Product Ratings in US, Canada
and the UK
*For the CA, UK, AU, IN, FR and DE markets, the extensions are available on PC/tablet but not on mobile. We’ve started flights on mobile for the UK, and we’ll be enabling the other markets on mobile soon.
Ratings can come from three sources:
1. Advertisers submit the ratings in a feed (recommended)
2. Bing crawling the advertiser’s site (limited capacity for this
option initially)
3. Using a third party? - allow Microsoft Advertising to use
reviews.
Including GTINs (Global Trade Item Numbers) in the feed is highly
recommended for this feature, as well as Brand and MPN
(Manufacturer Part Number).

Shopping tab increases volume | UK, FR, DE
More volume for your existing
MSFT Shopping Campaigns
Expand your reach into a
dedicated shopping experience
Increase visibility in the
shopping tab with GTIN & MPN

What’s
different?
Import best
practices

The good news? Soooo much is the same
and easily imported automatically
Campaigns Enhanced CPC Ads
Ad GroupsMerchant Center
Sitelink Extensions
Remarketing
App Extensions
Keywords
Shopping
Maximise Clicks
Call Extensions
Conversion Tracking
Price Extensions
Structured Snippets
Callout Extensions
Target CPAMaximise Conversions
Time and Day Targeting
Device Targeting
Location Targeting
Location Extensions
Demographic Targeting

Import Top
Tips
Minimum
Bid = 1p/c
0.05 0.01
Bids <0.05
automatically
bumped up

Import Top
Tips
You Can
Use Broad
Match
Negative
Keywords
YesNo
Will be
treated as
phrase
match
when
importing

Import Top
Tips
Ad
scheduling
is based
on the
user’s
Time Zone
Yes No
Review Ad
Scheduling
when
booking
cross
border

Account Time Zone User time zone

Import Top
Tips
You can
target
multiple
languages
in a
campaign
Yes Yes
Unsupported
languages? Your
campaign will
not import:
“Unsupported
target
languages.”

Bing Ads supports the following ad group ad
languages:
• English
• Traditional Chinese
• German
• French
• Spanish
• Portuguese
• Italian
• Dutch
• Swedish
• Norwegian
• Danish
• Finnish

Import Top
Tips
You can
target just
the
Syndicated
/ Search
Network
NoYes

Import Top
Tips
You can use
these Bid
Strategies:
Competitive
Share, Tgt
ROAS &
Position
Imported as
Enhanced
CPC
YesNo

Billing information
Goals (Re-build)
Remarketing Lists (Re-
build)
Scripts
Image & Video ads
Data feeds
Ad-group level sitelink,
App, Location + Call
extensions (Re-build)
Automated rules (Re-
build)
What is NOT imported?
$

Google Import
Nick Marshallsay

Campaign budgets
Keyword bids
Location targeting
Negative keywords
Network targeting
Ad extensions
Checklist: What to review post
import
$

Microsoft Advertising product roadmap
Elmira Nik
Strategic Account Manager

Helping you achieve business results
Right audience
 Understand and target your
audiences at the right moment
 Expand your reach to
high-value supply
Right message
 Personalize the message
through ad experiences
 Acquire content at scale for
vertical experiences
Right technology
 Be familiar
 Scale account control
and performance
 Get automation and actionable
insights where you need it

What’s new in Microsoft Advertising
English language-ads in other markets
Target and reach more people by serving English-
language ads in additional markets.
IT, ES, NL, SE, CH release, October 2019
Learn more | Help
Postal code targeting
Get additional control over your location targeting
and help improve ROI with the ability to target
specific postal codes.
CA, UK, AU, FR, DE release, October 2019
Learn more | Help

Close variant reporting for exact match and phrase
match
You can now see close variants for both exact match and
phrase match types in search term reports. Close variants
allow keywords to match to searches that are similar, but
not identical, to the targeted keyword.
US, CA, UK, AU, FR, DE, IT, ES, NL, SE, CH release,
October 2019
Learn more | Help

Expanded Dynamic Search Ads in Microsoft
Advertising Editor
Add two 90-character descriptions and get a longer,
dynamically generated ad title of up to 90 characters in
your Dynamic Search Ads.
US, CA, UK, AU, FR, DE release, October 2019
Learn more | Blog | Help
Final URL suffix: phase 2
Create parameters to attach to the final URL to ensure
that relevant tracking values are available on your
website, even when redirection tracking happens in
parallel. This phase provides support for Expanded Text
Ads, Dynamic Search Ads, product groups, Microsoft
Audience Ads, Responsive Search Ads, App Install Ads
and extensions.
Global release, October 2019
Learn more | Blog, Help

Google Import for campaign-level associations
Import your campaign-level associations for In-market
Audiences from Google Ads.
Learn more | Help
Target CPA and Maximize Conversions for DSA
Let Microsoft Advertising automatically set your bids to
help you attain your average target CPA and get as
many conversions as possible with Dynamic Search
Ads (DSA) campaigns.
Learn more | Help

Microsoft Advertising App for Shopify
Bring your Shopify catalog online to Microsoft Merchant
Center, where you can set up Shopping Campaigns and
promote your products.
US and CA release, September 2019
Learn more | Shopify

What’s coming in the future
Right technology
SHORTER TERM (<2 MONTHS)
 Maximize Clicks for Shopping
Campaigns – Let Automatically set
your bids in your Shopping
Campaigns to get as many clicks as
possible. Currently in pilot.
LONGER TERM (>2 MONTHS)
 Google Import for Audience
Campaigns – Manage audience
campaigns across ad platforms
more efficiently. Currently in pilot.
Right audience
 LinkedIn Profile Targeting – Target
LinkedIn users by industry, company
and job function. Boost bids for the
selected values within those three
dimensions. Currently in pilot.
 Microsoft Audience Ads: audience
campaigns – Manage your
audience budget, campaigns and
optimization separately from your
Microsoft Advertising search
campaigns. Currently in pilot.
Right message
 Responsive Search Ads – Supply up
to 15 ad titles and four ad
descriptions, and Microsoft
Advertising will automatically
choose the right ad variation that
matches what the user is search for.
Currently in pilot.
 Multi-Image Extensions – Make
your text ad stand out visually by
enhancing it with multiple images.
Currently in pilot.

Intelligent audience timeline: Microsoft Advertising search campaigns
• Age buckets
• Gender
• Location
• Device
• Remarketing lists
• In-market Audiences1 (US)
• Google Import for In-market Audiences (US,
CA, UK, AU)
• Custom Audiences (Global except European
Union, NO and CH)
• Campaign-level associations for audience
targeting (Global release, July 2019)
• Google Import for campaign-level
associations (US, AU, CA, UK, FR, DE release,
Oct 2019)
• In-market Audiences1
(AU, CA, open beta, Nov 2018)
(UK, open beta, Dec 2018)
FR, DE, open beta, May 2019)
• LinkedIn Profile Targeting2
(US, open beta, Oct 2018)
(CA, UK, AU, FR, DE, open beta, Feb 2019)
• Product Audiences
(US, open beta, Jan 2019)
(CA, UK, AU, IN, FR, DE, open beta, Aug 2019)
• Similar Audiences
(US, open beta, July 2019)
 Customer Match (email match)
(US, closed beta, Oct 2019)
(CA, AU, IN, closed beta, Nov 2019)
 Custom Combinations (“or” “and”) (US,
closed beta, Q3FY20)
1. We're always working to expand In-market Audiences to additional markets and segments; currently, there are more than 500 segments available in the US.
2. Additional LinkedIn Profile Targeting dimension to come (beyond company, industry, job function).
PILOTS FUTUREAVAILABLE NOW

Product
Parity
Transactional
Client
Solution
Differentiating
Transformational
Partnership
Past… Present…

See what released in the last month
Note: Listed markets are general availability markets. For pilot information, refer to the pilots deck.
Global: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Luxembourg, Malaysia, Mexico,
Netherlands, New Zealand, Norway, Peru, Philippines, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand, United Kingdom, United States, Venezuela, Vietnam
Right audience
Right message
Right technology
RECENTLY RELEASEDAudience
Microsoft Advertising Editor refresh (Help) - Nov 2019
Get a refreshed look and feel when using Editor. No changes are being made to the
navigation and functionality.
Global
Tech
Accelerated budget strategy deprecation (Blog, Help) - Nov 2019
The Accelerated budget strategy has been deprecated for search campaigns, Dynamic
Search Ads campaigns and Shopping Campaigns. As of Nov. 1, campaigns will serve
as Standard. Migrate your budget strategy to Standard to help with reporting.
Global
Tech
Accounts and billing navigation refresh (Blog) - Oct 2019, phased release
Navigate with a simpler, more intuitive interface, including an updated drop-down gear
menu, that’s in parity with Google Ads.
Global
Tech
API v12 sunset (API) - Oct 2019
With the release of API v13 earlier this year, API v12 has now been deprecated.
Migrate to API v13 as soon as possible.
Global
Tech
Close variant reporting for exact match and phrase match (Help) - Oct 2019
You can now see close variants for both exact match and phrase match types in search
term reports. Close variants allow keywords to match to searches that are similar, but
not identical, to the targeted keyword.
US, CA, UK,
AU, FR, DE,
IT, ES, NL,
SE, CH
Audience
English-language ads in other markets (Help) - Oct 2019
Target and reach more people by serving English-language ads in additional markets.
IT, ES, NL, SE,
CH
Tech
Expanded Dynamic Search Ads in Microsoft Advertising Editor (Blog, Help) - Oct
2019
Add two 90-character descriptions and get a longer, dynamically generated ad title of
up to 90 characters in your Dynamic Search Ads.
US, CA, UK,
AU, FR, DE
Tech
Google Import for campaign-level associations (Help) - Oct 2019
Import your campaign-level associations for In-market Audiences from Google Ads.
US, CA, UK, AU,
FR, DE
Audience
Postal code targeting (Help) - Oct 2019
Get additional control over your location targeting and help improve ROI with the ability
to target specific postal codes.
CA, UK, AU,
FR, DE
Tech
Target CPA and Maximize Conversions for DSA (Help) - Oct 2019
Let Microsoft Advertising automatically set your bids to help you attain your average
target CPA and get as many conversions as possible with Dynamic Search Ads (DSA)
campaigns.
US, CA, UK, AU,
FR, DE
Tech
Undo/redo buttons in Microsoft Advertising Editor (Help) - Oct 2019
Revert or repeat operations in Editor. You can choose from a list of options in a menu
that you want to act on, and then selectively undo or repeat them.
Global
See what’s coming in the future
COMING SOON (<2M)
Tech
Advanced search and filtering in Microsoft Advertising Editor - in pilot (open beta)
Perform a basic or advanced search through a common entry point that allows you to
search across multiple entity types and combine filters.
Global
Tech
Campaign Experiments – cookie-based split - pilot (open beta)
Select this split option to ensure that individual customers only see ads from either the
experiment or the original campaign.
Global

LONGER TERM (>2M)
Message
3D Ads in the Bing Knowledge Panel - in pilot (closed beta)
Promote your 3D product content in this exclusive Microsoft Advertising placement.
US
Audience
Ad scheduling account time zone targeting
When setting up ad scheduling, choose between targeting based on the account’s time
zone, or the time zone of the person viewing the ad.
Global
Message
App Install Ads (Help, API) - in pilot (open beta)
Drive users directly to iTunes or Google Play stores without the need for a website.
US, CA, UK,
AU, IN, FR, DE
Message
Automated Dynamic Product Extensions - in pilot (closed beta)
Microsoft Advertising automatically showcases product offers from your feed in text ads.
US
Message
Brand Loyalty Extensions - in pilot (closed beta)
Highlight your ads with your unique programs and offerings.
US
Tech
Conversion reporting update
Add “goal name” and “goal type” to any of your reports to view your performance
through these dimensions.
Global
Audience
Custom Combinations
Create combined audience lists using your existing remarketing lists, such as Product
Audiences, Custom Audiences and Customer Match.
US
Audience
Customer Match - in pilot (closed beta)
Use the email addresses your customers have shared with you to reengage with them
across the Microsoft Search Network and Microsoft Audience Network.
US, CA, AU,
IN
Right audience
Right message
Right technology
COMING SOON (<2M)
Tech
Dynamic Search Ads adoption recommendation (Help)
On the Recommendations tab, find a recommendation for a Dynamic Search Ads
campaign you can implement to help you get more traffic to your website.
US, CA, UK,
AU, FR, DE
Tech
Feed scheduling - in pilot (closed beta)
Keep your feed data fresh and up to date to make your campaigns more effective.
Global
Tech
Improved Product Groups tab - pilot (closed beta)
See product groups in a list view, make bulk bid changes by percentage, apply filters,
see performance metrics when subdividing product groups, and hover over a product
group to quickly view the products that are included.
US, CA, UK,
AU, IN, FR, DE,
IT, ES, NL, SE,
CH, BE, AT
Tech
Maximize Clicks for Shopping Campaigns (Help) - in pilot (closed beta)
Automatically set your bids in your Shopping Campaigns to get as many clicks as
possible.
US, CA, UK,
AU, IN, FR, DE,
NL
Tech
Parallel tracking (Help) - in pilot (open beta)
Load your landing page faster to help keep more users on your site.
Global
Message
Shopping Campaigns (Help) - in pilot (open beta)
Showcase your products in an impactful ad format that includes custom images, pricing
and your company name.
IT, ES, SE, CH,
BE, AT
Tech
Target CPA and Maximize Conversions for search (Help) - in pilot (open beta)
Let Microsoft Advertising automatically set your bids to help you attain your average
target CPA and get as many conversions as possible with your search campaigns.
IT, ES, NL, SE,
CH; released in
US, CA, UK,
AU, FR, DE

LONGER TERM CONT’D (>2M)
Message
Dynamic Data Sitelink Extensions - in pilot (closed beta)
Showcase relevant product and service offers to users looking for specific
products/offers with this feed-based extension.
US
Message
Dynamic Search Ads (DSA) with static headlines (Help) - in pilot (closed beta)
Take advantage of DSA while still maintaining control of your headlines. Pick a unique
ad title for each page or apply a single general headline to all your pages.
US, CA, UK,
AU, FR, DE
Tech
Google Import for Audience Campaigns - in pilot (closed beta)
Manage audience campaigns across ad platforms more efficiently.
US
Tech
Hierarchy and Shared Library, phase 1 - in pilot (open beta)
Set up your Microsoft Advertising accounts to match how your business is organized,
and share Universal Event Tracking tags and Remarketing lists across your accounts.
Global
Message
Hotel Ads (Help) - in pilot (closed beta)
Reach travelers who are looking to book now.
US, CA, UK, AU,
IN, FR, DE, IT, ES
Message
IF functions for Expanded Text Ads - in pilot (closed beta)
Easily customize a single text ad with a unique message, based on the user’s device
usage or specific audience segment.
US, CA, UK,
AU, IN, FR, DE
Tech
Include in “Conversions” - in pilot (open beta)
Select which conversion goals to include in your performance grids, reporting metrics
and conversion-based automated bidding strategies.
Global
Tech
Inline bid and budget suggestions
Get inline campaign budget suggestions and ad group bid suggestions to increase
your bid and budget if it is too low.
Global
Audience
In-market Audiences (Blog, Help, API) - in pilot (open beta)
Target curated user lists determined to be in market for a particular purchase
category.
CA, UK, AU, FR,
DE;
released in US
Tech
Insertion orders: auto-approvals (Help)
If advertiser consent is provided, insertion orders that have been created by account
managers can be approved automatically, minimizing downtime.
Global
Audience
LinkedIn Profile Targeting (Help, Blog) - in global pilot but can only target LinkedIn
users in US, CA, UK, AU, FR and DE (open beta)
Target LinkedIn users by industry, company and job function. Boost bids for the
selected values within those three dimensions.
Global
Tech
Microsoft Advertising redesign (Blog) - in pilot (open beta)
Manage campaigns more easily with a more intuitive interface that includes better
organization of features and a more modern look and feel.
Global
Audience
Microsoft Audience Ads – audience campaigns (Blog) - in pilot (open beta in US;
closed beta in UK)
Manage your audience budget, campaigns and optimization separately from your
Microsoft Advertising search campaigns.
US, UK
Audience
Microsoft Audience Ads – extend your search campaigns (Help, Blog, API) – in pilot
(open beta)
Reach a high-quality audience through our full native ads solution.
AU; already
released in US,
CA and UK
Message
Multi-Image Extensions (Help) - in pilot (open beta)
Make your text ad stand out visually by enhancing it with multiple images.
US, UK, FR, DE
Audience
Product Audiences (Blog) - in pilot (open beta)
Get remarketing lists for products that allow you to target searchers based on the
product IDs they interacted with and promote those same product IDs to them.
US, CA, UK,
AU, IN, FR, DE
Tech
Recommendations in Microsoft Advertising Editor (Help) - in pilot (open beta)
Get artificial intelligence (AI)-driven suggestions while working in the tool. Budget
recommendations will be first, with more to come before the end of the year.
Global
Message
Responsive Search Ads (Help, Blog) - in pilot (open beta)
Supply up to 15 ad titles and four ad descriptions, and Microsoft Advertising will
automatically choose the ad variation that matches what the user is searching for.
Global
Right audience
Right message
Right technology

Right audience
Right message
Right technology
LONGER TERM CONT’D (>2M)
Message
Shopping Campaigns – Sponsored Products (previously Co-Bidding) - in pilot
(open beta in US; closed beta in UK)
Supplement Shopping Campaigns bids for your top products and drive more traffic
to your retailers’ sites.
US, UK
Message
Shopping Campaigns – support for larger product images
Upload larger, higher quality product images up to 16 MB and 64 megapixels.
US, CA, UK,
AU, IN, FR, DE,
NL
Audience
Similar Audiences (Blog) - in pilot (open beta)
Target audiences that are similar to your Remarketing audiences.
US
Tech
Smart Campaigns
Save time by automating your campaign creation and management process in
Microsoft Advertising online.
Global
Tech
Support for ad position parameter (Help)
Use the {adposition} parameter in final URL, tracking template and custom
parameters.
Global
Tech
Target ROAS for text ads and Shopping Campaigns
Let Microsoft Advertising set your bids to get your average target return on ad spend.
US
Message
Tours and Activities Ads - in pilot (closed beta)
Showcase your rates, photos, reviews and more with customized Tours and Activities
ads, and increase your qualified leads.
Global
Tech
View-through conversions for the Microsoft Audience Network - in pilot (closed
beta)
Measure the true impact of your campaigns with impression-based conversions and
determine how to maximize your return on investment.
US, CA UK, AU
Tech
Volatility smoothing improvements
Filter out unexpected volatile traffic.
US, CA, UK, AU,
FR, DE, IT, ES, NL,
Nordics
Tech
Work-school authentication - in pilot (open beta)
Enhance security by governing the identities that use your Microsoft Advertising
account.
Global

POST CLASS
RESOURCES
POST CLASS
RESOURCES

“Great training, but where do
I go for help after today?”
Help! Help!

Microsoft Advertising Help
http://bit.ly/bingadshelp
For videos, real-world examples, & how-to articles
when you need them.

In UI help
When in the UI click on the symbol or ‘gear’
symbol in the UI to instantly access contextual help.

Bing Ads Academy
http://bit.ly/bingadsacad
Go to Bing Ads Academy for on demand online
courses for creating and managing campaigns.

Advance your career by becoming a Bing
Ads Accredited Professional.
http://bit.ly/baprofessional

• Pick the corresponding
answer.
• You get points for
accuracy and speed!

Microsoft Adverting Shopping Campaigns

Microsoft Adverting Shopping Campaigns

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