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The Latest Trends and Techniques for Optimizing Microsoft Ads Campaigns

By Team Diginius
3 November 2023

In the dynamic domain of digital advertising, staying updated with the latest tools and techniques is crucial for campaign success. Microsoft Advertising has established itself as a hub of innovation by rolling out a series of updates in 2023. These enhancements have been designed to assist advertisers in reaching their target audiences, creating engaging ad campaigns, and generating insightful Microsoft Ads client reports.

Below is a detailed breakdown of these updates and some optimization tips to make the most of these new features.

Microsoft’s 2023 Advertising Toolkit: A Game-Changing Transition

Microsoft Store Ads

Supported by Microsoft Advertising, these ads aim to bridge the gap between the developers and users by getting their apps or games in front of the right customers at the right time.

Microsoft Store Ads

Multimedia Ads

This ad format aims to enhance brand visibility and engagement through a visually captivating format, driving user engagement and nurturing loyalty among target audiences.

Microsoft Multimedia Ads

Performance Max

Microsoft Advertising introduced Performance Max, which helps in simplifying campaign management and maximizing results. It optimizes ads across the Microsoft Advertising Network, saving time with automated ad selection and audience targeting.

Performance Max Microsoft Ads

Predictive Targeting

Predictive Targeting leverages historical data to anticipate user behavior, refining ad targeting thereby refining ad targeting.

Predictive Targetting

Refined RSA Functionality

Microsoft integrated generative AI into Responsive Search Ads (RSA), which now recommends AI-generated headlines and descriptions based on your final URL. With this enhanced feature, advertisers can easily select organized and high-quality suggestions and adopt multiple recommendations with a single click.

Video Ads

Video ads on the Microsoft Audience Network excel at capturing the attention of potential customers wherever they are—on desktops, tablets, and mobile devices. With in-stream and out-stream placements, your ads seamlessly weave into their online media experience, igniting engagement and leaving a lasting brand impression.

Connected TV Ads

Connected TV (CTV) ads help to ensure your message hits home with maximum impact in full-screen, non-skippable video ads, streaming TV shows, and movies. They combine video effects with the first-party data from Microsoft’s audience intelligence to deliver results that reach highly qualified audiences and drive brand awareness.

Connected TV Ads Microsoft

Compare & Decide Ads

After looking at Bing Chat’s unique consumer engagement potential, Microsoft has developed an innovative ad format tailored for Chat called the Conversational Ads, and the first format in this category is called – Compare & Decide Ads.

These ad experiences are designed to assist users in summarising options in a clear table, contrasting pros and cons, and making decisions based on their key criteria. This feature is designed for various sectors, including retail, travel, and auto industries, and is set to go into closed beta in 2024.

Copilot for Microsoft Ads

Designed for advertisers and agencies, Copilot in the Microsoft Advertising platform harnesses the power of natural language conversations and generative AI to make your journey not just simpler but smarter and more efficient. The vision for Copilot in the Microsoft Advertising platform is to offer users a 24/7 intelligent assistant for faster task completion and offer key insights and recommendations with a simple inquiry on the Microsoft Advertising platform.

Copilot Microsoft Ads

Ads for Chat API

This tool provides publishers, apps, and online services with the ability to have their own chat experience with ads. Snapchat and Axel Springer have become Microsoft Advertising’s first publishing partners to utilize the API by embedding the technology into Snapchat’s My AI chatbot and Axel Springer’s Hey_ (

The latest trends and tools in Microsoft Ads offer advertisers unprecedented opportunities to optimize campaigns and achieve better outcomes. By understanding and utilizing these tools and consistently analyzing and tweaking their approach, advertisers can significantly elevate their campaign performance. Whether you want to enhance visibility, increase clicks, or drive conversions, these methodologies lay solid groundwork. Remember, the key to optimization is persistence and agility in this ever-evolving landscape. Happy advertising!

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About Diginius
Diginius is a London-based SaaS technology company specializing in digital marketing and e-commerce solutions. And as Microsoft’s Global Channel Partner of the Year 2022, they support 600+ agencies worldwide to drive and grow their performance across Microsoft Ads as part of the Diginius Partner Program.