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Microsoft Ads Unveils New Smart Campaign Features

Microsoft Ads announced a new, simplified experience for setting up Smart campaigns on Thursday, September 8th.

The update also includes a major new feature that differentiates them from Google Ads. If you’re running paid media ads, it’s worth exploring the new experience.

Microsoft is rolling out experience migration in the next few months, however existing advertisers may be considered early access to the features.

The new simplified experience

Microsoft Ads Smart campaigns originally launched in 2021 for the US, UK, and Australian markets for select advertisers.

In response to the growing needs of small and medium businesses in today’s economy, Microsoft has improved campaign setup expertise to be more simple.

The Smart Campaign update includes:

  • A newly targeted campaign experience
  • Updated chat experience with support
  • Simplified ad setup with self-create or auto-create options
  • Updated AI (Artificial Intelligence) solution for improvements

Results? Simpler and more efficient workflow to save you time.

Multi-platform competitive advantage

The most notable feature of the Smart Campaign update is its cross-platform capabilities.

This new all-in-one feature is only available in Microsoft Ads, giving them a significant competitive advantage over Google.

Google’s Performance Max campaign type (formerly Smart Campaigns) provides ad inventory across all of its owned sites such as Discover, YouTube, Gmail, Display Network, and Search. But the ad inventory stops at Google-owned real estate.

With the new Microsoft Ads Smart Campaign experience, you can now expand your ad reach and run ads across a mix of the following platforms:

  • Microsoft Ads
  • The Google
  • Facebook
  • Instagram

Microsoft’s updated AI solution will automatically optimize for best performance across selected placements.

Why should you bother

Microsoft Ads continues to make competitive strides not only in the search market, but now in multiple platforms.

Whether or not you fall into the SMB category, this feature offers great benefits to your PPC program.

  • Promote website and social media efforts. If you’re struggling to build your brand organically, the multi-platform feature can generate awareness on social networks on Facebook and Instagram. In addition, new Microsoft tools allow you to schedule social posts and respond to customers in a single interface.
  • Expand your advertising reach and audience quickly. If you’re in a niche market and search volume is low, Smart Multi-Platform Campaigns can be a great way to reach your target if they aren’t looking for your product or service.
  • Extended testing capabilities. If you’re already running Google and Microsoft Ads, this can be a great test to determine the most effective way to advertise to your audience. Microsoft Ads usually promote lower CPC compared to Google, so it doesn’t hurt to try.
  • Simplified campaign management. If you’re short on time, or just getting started in PPC, Microsoft Smart Campaigns could be a great place to start. From easy-to-follow setup to multi-platform management, this is a low-cost entry into the digital space.

If you’re interested in learning more about the new Smart Campaign experience, Sign Up Microsoft’s latest webcast will happen on September 20th.


Featured image: monticello/Shutterstock

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