Microsoft Advertising Unveils Global Rollout of Performance Max Campaigns

Microsoft Advertising has announced the global rollout of Performance Max campaigns, starting from March 5. This new automated campaign type leverages AI to optimise and manage ads across various formats and channels, aiming to maximise conversions and reach a broader audience.

Key Takeaways

• Global Availability: PMax campaigns are now available worldwide on Microsoft Advertising.
• AI-Driven Optimisation: Utilises AI to manage and optimise ads, reducing the need for manual intervention.
• Ease of Use: Can be set up by importing existing Google Ads campaigns or creating new ones in three simple steps.
• Future Enhancements: Microsoft plans to introduce new features like brand exclusions and video assets in the coming months.

What is Performance Max?

Performance Max (PMax) is an automated campaign type designed to optimise and manage your ads across different formats and channels within Microsoft Advertising. By using AI, PMax aims to maximise conversions and ensure your ads reach the target audience effectively.

Why the Global Rollout of Performance Max Campaigns Matters

PMax campaigns can help advertisers reach a wider audience and automate the optimisation process, making it ideal for those who lack the time or resources for manual channel management. However, some advertisers may feel uneasy about the reduced control and reliance on AI for decision-making.

Getting Started with the Global Rollout of Performance Max Campaigns

You can get started with Microsoft PMax campaigns by either importing your existing campaigns from Google Ads or setting up a new Microsoft campaign. Here are the steps:

1. Define Your Goals: PMax optimises your campaigns by focusing on the specific types of conversions that are most valuable to your business.
2. Add Creative Assets: Microsoft Advertising’s AI can generate additional asset recommendations based on your initial inputs and final URL. You can choose to incorporate these suggestions to expand the range of ad formats and increase potential inventory.
3. Create Audience Signals: Specify the types of customers who are most valuable to your goals. While setting up audience signals is optional, it can expedite the learning and optimisation process.

Microsoft’s Statement on the Global Rollout of Performance Max Campaigns

Microsoft has stated that if you’ve imported a PMax campaign from Google Ads that originally came over as a smart shopping campaign or dynamic search ads (DSA) campaign, it will be upgraded to a Performance Max campaign in phased approaches over the next few weeks. For those using third-party platforms that do not yet support Performance Max, campaigns will continue to be imported as smart shopping or DSA.

Future Enhancements

In the coming months, Microsoft plans to add several new capabilities to its Performance Max campaigns, including brand exclusions, search insights reports, search themes, and video assets. As these new features become available, Microsoft will also share success stories from advertisers who have seen great results with Performance Max on Microsoft Advertising.

Conclusion

The global launch of Performance Max campaigns by Microsoft Advertising marks a significant step in automated online advertising. By leveraging AI, PMax aims to simplify the optimisation process and help advertisers reach a broader audience, although it may come with some trade-offs in terms of control and decision-making.

Sources

• Microsoft Advertising launches Performance Max globally, Search Engine Land.