Microsoft Advertising launches Performance Max

Why does this matter?

Microsoft's Performance Max introduces innovative features designed to ease marketers' workload and give them more time for creativity. By working directly with Microsoft on Performance Max campaigns, advertisers benefit from increased transparency and detailed analysis at the advertising asset level. This allows them to make informed decisions and optimize their advertising efforts more effectively.

‍

Getting started with Microsoft Performance Max

‍

Creating a successful campaign with Microsoft Performance Max involves a five-step process:

Set up Microsoft conversion tracking : Whether you're starting from scratch or migrating from Google Performance Max, establishing conversion tracking with Microsoft is essential. This can be achieved through Universal Event Tracking (UET) or offline conversion goals. Microsoft emphasizes the importance of this fundamental step and recommends adjusting your goals accordingly.

‍

Define budget and bidding strategy : With options like “maximize conversions” based on your target return on ad spend (ROAS) or “maximize conversion values” with optional cost per acquisition (CPA) goals, you can optimize your budget and your bidding strategy for optimal results.‍

‍

‍Expansion of final URLs : Enabling this option is highly recommended, as it directs consumers to the most relevant landing page. Additionally, it allows Microsoft to generate additional assets based on landing pages that perform well.

‍

Add assets : Embed text and images while ensuring your brand store is set up in Microsoft Merchant Center. This step improves the visual appeal and credibility of your ads.‍

‍

‍Audience signals: Provide audience signals to help Microsoft with predictive targeting, increasing your chances of reaching your target audience effectively.

‍

Microsoft's vision

Lauren Tallody, Senior Product Marketing Director and Head of Automation at Microsoft, shared her insights with Search Engine Land:

"Since Google launched its Performance Max product in 2021, we took the time to understand whether advertisers also needed this type of product from us. We wanted to understand your needs, where we could differentiate ourselves, and where we could concentrate. And this process will continue."

‍

Max Performance Timeline

Microsoft has been actively working on Performance Max since the fall of the previous year, and the results are promising:

• September 2022: Microsoft introduced the ability to import Google PMAX campaigns through the Merchant Center, to meet demand from advertisers adopting Google's PMAX product.
• October 2022: Microsoft refined its approach by importing Google PMAX campaigns as DSA (Dynamic Search Ads) campaigns.
• May 2023: The closed beta launch of Microsoft's Performance Max was a great success, encouraging continued development and campaign import.
• July 2023: Microsoft's Performance Max officially entered open beta just a few weeks ago, marking a significant step in the evolution of this advertising platform.

‍

In conclusion, Microsoft Performance Max in open beta is poised to revolutionize the way marketers approach their campaigns. With its innovative features, detailed reporting and commitment to constant improvement, it promises to be a valuable asset for advertisers looking to maximize their online advertising efforts. As Microsoft continues to refine and develop this product, advertisers can anticipate other exciting developments in the future.

‍

Do you want to optimize your advertising campaigns with Performance Max from Microsoft? Find out how Feedcast.io can help you take full advantage of this solution and maximize your results.

‍