Microsoft Performance Max Launches in Beta Phase

Since September 2022, Microsoft has been developing the Performance Max program, which entered its open beta phase in July 2023. This new campaign type is designed to assist advertisers in connecting with a broader audience on Bing, AOL, Yahoo, MSN, Edge, Outlook, and beyond.

In 2020, Google unveiled plans for a new goal-based campaign type named Performance Max (PMax), designed to let advertisers streamline their campaigns across all Google Ads channel. This innovation was officially rolled out in November 2021. Learn more in our article on Google Performance Max Shopping vs Standard Shopping Campaign.

As the product gained traction among advertisers on Google, Microsoft also wanted to capture the demand.

Microsoft Performance Max is a campaign type centered on assets, designed for streamlined creation and management of campaigns across the Microsoft Advertising Network. Instead of the tedious process of crafting ads individually, you can input assets like text and images into designated groups, and the system handles the rest.

Using Microsoft’s AI technology, the system intelligently identifies the ideal assets and target audiences for each ad based on specified campaign and asset group preferences. This ensures that advertisements are presented with the best combination of assets, grabbing the attention of potential customers poised to make a purchase.

Source: Performance Max Pilot Feature Guide

If you are an e-commerce store owner, then you may find our Bing Shopping Ads guide helpful.

Here is what Microsoft Performance Max will do for you:

• Discover and engage your ideal audience. Leveraging AI technology, your campaign intuitively delivers the perfect advertisement to the appropriate individual.
• Effortlessly deliver vibrant ads across platforms. Microsoft will distribute diverse and engaging advertisements on sites like Bing, AOL, Yahoo,Outlook, and beyond.
• Optimize your processes. You and your team gain extra time to center on top priorities, while being updated with comprehensive performance and asset insights.

Check out our article on Microsoft Performance Max VS Microsoft Smart Shopping VS Microsoft Standard Shopping to learn how these types of ad campaign differ from each other.

Microsoft Performance Max can also be a valuable tool for e-commerce businesses looking to streamline their ad campaign process and reach a wider audience. With its ability to target multiple platforms through a single campaign, it significantly reduces the effort and complexity usually associated with multi-platform marketing. Additionally, the integration of AI ensures that messages are tailored and resonate effectively with the intended audience, leading to potentially higher engagement and conversions.

Among the various ad types Microsoft offers, this specific type stands out and holds great promise. One of the key reasons to believe in its potential is the success we’ve witnessed with a similar format on Google Ads. Google’s platform has already showcased the effectiveness and reach of this format, making it a game-changer for many e-commerce advertisers.

So, it’s crucial for advertisers to start investing time and resources into mastering Microsoft Performance Max.

Crafting a campaign using Microsoft Performance Max involves a sequence of five key actions:

Although leveraging Google’s import might seem convenient, especially if you’re acquainted with Performance Max there, it’s crucial to have Microsoft’s conversion tracking in place. This can either be achieved through UET or by setting offline conversion tracking. Then, select the goals that align best with your business priorities and allocate suitable values to each conversion.

Determine your daily spending limit and select one of two bidding approaches:

1. Maximize conversion value: This method prioritizes increasing your overall conversion value. If you aim to boost conversion revenue while ensuring a good return on ad spending, consider incorporating Target Return on Ad Spend (tROAS).
2. Maximize conversions: This approach emphasizes maximizing conversions within your set budget. If your goal is to enhance conversions while keeping an eye on the cost per acquisition, think about adding Target CPA (tCPA).

It’s advised by Microsoft to activate this feature as it directs users to the most pertinent landing page. This also empowers Microsoft to craft supplementary assets based on the efficacy of landing pages.

It’s time to add text and visuals.

Source: Performance Max Pilot Feature Guide

Such signals enrich Microsoft’s predictive targeting capabilities, subsequently assisting you in connecting with your desired audience.

Once a campaign is set up, ads typically begin running in under a week. However, there are instances where it might take as long as 10 days. Once the ads are live, the campaign undergoes a learning phase. In its beta stage, this learning phase can extend to around two weeks.

Microsoft’s Performance Max program stands out as a groundbreaking tool for advertisers. Launching into its open beta phase in July 2023, it’s evident that Microsoft is not just streamlining the ad creation process but also aiming to optimize the reach and relevance of every campaign. By integrating AI technology, Performance Max ensures that brands communicate effectively with their target audience across multiple platforms, from Bing to Outlook.

Did you know that you can reach Netflix’s huge audience—260 million people—with Microsoft Ads? For more details, check out our article on how to advertise on Netflix.

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