Marketing assets

Microsoft Advertising expands Shopping campaigns to more markets

Microsoft Advertising’s Shopping campaigns will be rolling out to new markets in Latin America over the coming weeks, the company announcement Tuesday. Additionally, Marketing with Purpose attributes will be available globally, Multi-Asset Audience Ads are being tested in closed beta, and the company also plans to roll out seasonality adjustments for automated bidding this month.

New markets for Shopping campaigns. Shopping campaigns will be available for brands advertising in Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela over the coming weeks. Advertisers will also be able to extend Shopping campaigns to the Microsoft Audience Network.

Marketing with Purpose attributes are now available globally. Microsoft’s Marketing with Purpose business attributes, which first launched in September 2021, are now available in all markets.

An example of a Marketing with Purpose attribute. Image: Microsoft Advertising.

Marketing with Purpose’s business attributes help advertisers convey unique selling propositions in their advertisements. There are now 32 attributes available in four categories: Inclusion, Environment, Community/Social Responsibility and Accessibility.

Multi-asset audience ads in the pilot. Microsoft is currently testing Multi-Asset Audience Ads. With this update, advertisers can add up to 16 images, up to 15 short titles, up to five long titles and up to five descriptions for the platform to match and automatically deliver the best performing combinations to the audience. .

Interested advertisers can participate in this pilot by contacting their Microsoft Advertising account representative.

Google Import is getting better support. Those importing their campaigns from Google Ads can now also import their Image Extensions into Search and Audience campaigns via Google Import. Advertisers can find their uploaded images in their image library.

Seasonality adjustments for automatic auctions. Seasonality adjustments for autobidding will be rolling out later this month. This feature is supported for search campaigns (including Microsoft Audience Network-extended search campaigns), Shopping campaigns, and Dynamic Search Ads campaigns.

Why we care. These updates, designed to give advertisers better automation and more functionality, are another installment in a year-long series of incremental improvements for Microsoft Advertising.

The expansion of Shopping campaigns, for example, gives advertisers another channel other than Google that they can use to reach their audience in Latin America. Multi-asset audience ads may soon have more input fields, which Microsoft Advertising’s systems can use to generate more combinations that will resonate with more customers. Seasonality adjustments for autobidding can help manage short-term fluctuations without a long-term effect on learning. And, the company continues to show its commitment to making the transition from Google Ads to Microsoft Advertising seamless through its continued development of Google Import functionality.


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George Nguyen is an editor for Search Engine Land, covering organic and paid search. He has a background in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.