Microsoft’s Performance Max is now available in open beta, giving select marketers access to its full inventory and the ability to serve ads across its network. This new feature aims to simplify marketers’ workload and provide them with more time to focus on creating and reaching untapped audiences. By working directly with Microsoft on Performance Max campaigns, advertisers will also gain more transparency and detailed reporting at the asset level.
Getting started with Microsoft Performance Max involves five key steps:
- Set up Microsoft conversion tracking: It is essential to ensure that conversion tracking is set up with Microsoft, whether through UET or offline conversion goals.
- Set budget and bid strategy: Use the maximize conversions feature to set and maximize conversion values with optional target CPA goals.
- Final URL expansion: Enable this setting to drive consumers to the most relevant landing page and allow Microsoft to create additional assets based on successful landing pages.
- Add assets: Add text, images, and set up the brand’s store with Microsoft when using the Merchant Center.
- Audience signals: Utilize audience signals to aid Microsoft in predictive targeting and reaching the target audience.
According to Lauren Tallody, Sr. Product Marketing Manager and Automation Lead for Microsoft, the development of Performance Max took time as Microsoft sought to understand advertisers’ needs and differentiate their product from Google’s Performance Max offering. The team at Microsoft plans to continue building on more features and has seen positive results during its closed beta launch.
In the future, Microsoft aims to bring Performance Max to general availability and introduce additional features, including API support, Microsoft Advertising Editor support, expanded reporting capabilities, and a smart shopping campaign upgrade tool.
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